Publication details

Společenské výdaje firem: Solidarita nebo marketing?

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Title in English Social expenditures of firms: Solidarity or marketing?

KLÍMOVÁ Viktorie

Year of publication 2008
Type Article in Proceedings
Conference Podnikateľské modely sociálnej ekonomiky
MU Faculty or unit

Faculty of Economics and Administration

Field Economy
Keywords expenditures; marketing; solidarity
Description Firms with growing size and turnover (or profit) more and more often and in higher and higher sums invest their finance into buying of social beneficial goods and services. It can have various shapes or forms. But are these expenditures really only expression of solidarity, respective compensation of market inefficiency? Or it is well-considered marketing trick that is fully comparable with commercial advertisement and whose only aim is to reach future profit? At first glance it can seem that it does not matter in case of that positive social results are achieved too. The article does not bring only contemplation if it is really true but it especially judges for who these expenditures are in fact useful. It is also finding answers on some relevant questions. Are individual fields of support in competitive position? Is it possible to objectively say which field of support has higher social benefit? And are the firms interested in it at all? On the basis of synthesis of these partial findings some recommendations for firms are suggested.
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