ECONOMIC EFFECT OF SOCIALLY RESPONSIBLE BUSINESS: CHARITY PROJECTS AS A BUSINESS GROWTH STRATEGY

Introduction. Social responsibility of business is a key aspect of modern entrepreneurship, which involves not only economic development, but also the active participation of companies in solving social problems. Charitable projects are becoming an important part of corporate strategy aimed at strengthening reputation, increasing competitiveness and achieving long-term economic growth. Purpose. To substantiate management measures to obtain economic effect from the implementation of charity projects within the framework of socially responsible business and to identify their role as a tool for its strategic growth. Materials and methods. A systematic approach is used for a comprehensive analysis of phenomena and processes related to socially responsible business and charity, which allows considering charitable projects as part of a general system, to identify relationships between various elements and to provide an understanding of the economic effect of social responsibility. The logical-structural method is used to analyze and organize phenomena, allowing to systematize knowledge, highlight key elements and understand their role in socially responsible business. The method of combining results serves to integrate and generalize data, helping to combine the results of the analysis of various aspects of socially responsible business (image, reputation, competitiveness, financial result) and create an overall picture of the economic effect of charity projects. The results. The study showed that charitable projects have a positive effect on the image of companies, strengthen trust on the part of consumers and partners, and also contribute to increasing customer loyalty. Social business activity helps attract new customers, increase sales, optimize costs and create a favorable business environment for long-term development. Discussion. In the future, the integration of charitable projects into the corporate strategy will contribute to the sustainability of the business, its adaptation to changes in the market and increase the attractiveness for investors. A socially responsible business will have better chances for sustainable development and successful competition in the global market.