THE INSTITUTIONAL COMPLEXITY OF CORPORATE SOCIAL RESPONSIBILITY (NATURE, INSTITUTIONS, MECHANISM)

Social responsibility of business is considered as an institutional form of the compelled adaptation of corporations to growing requirements of civil society and regulators protective reaction), as marketing technology of strengthening of a brand image (response) and as a way of expansion of norms and practics on contractors and partners in global supply chains (return reaction). The system of institutions of the social-responsible company is detailed (corporate charity, patronage, sponsorship, social marketing, social investment and partnership, corporate citizenship and volunteering). Positive effects, contradictions and the mechanism of social orientation of corporate sector are proved.