SOCIAL CAPITAL IN THE CONTEXT OF SOCIAL RESPONSIBILITY OF ENTERPRISES

Abstract

This article explores the possibilities of using social responsibility as atool for the formation of social capital of enterprises. The essence of thecategory «social capital», its main components (social networks, trust andreciprocity, common norms and values) are defined. Based on the analysis ofmodern concepts regarding the interpretation of the essence, structure andapproaches to the formation of social capital, its main characteristics aredetermined. Differences between individual and public networks with ratherstrong and rather weak connections are revealed. It is determined thatcorporate efforts to form and develop social capital belong to the sphere ofsocial responsibility of enterprises, as dialogue with stakeholders is one ofseven principles of social responsibility. Dialogue with stakeholdersinvolves providing information and explaining decisions, intentions andpriorities in the field of social responsibility. At the same time, such adialogue should take place on the basis of full information openness. Thetools of establishing interaction with key stakeholders of certain businessentities in Ukraine are analysed. It is proved that due to the principles of theconcept of social responsibility conditions are created for effectiveinteraction with both internal and external stakeholders, the establishmentof stable social relationships.