Koncepcje CSR, SCR i CSV w zrównoważonej strategii sprzedaży
The concepts of CSR, SCR, and CSV in sustainable sales strategy

Summary/Abstract: The aim of the article is to show possibilities of connecting the achievement of strategic and organiza-tional goals at the level of the sales function while applying the concepts of CSR, SCR, and CSV. A re-view of the relevant literature was conducted in the areas of Corporate Social Responsibility (CSR), Sustainable Corporate Responsibility (SCR), and Creating Shared Value (CSV). There is an attempt made to show the conceptual disparity between CSR, SCR, and CSV. It seems that primarily this jux-taposition requires verifying the validity and appropriateness of applying these concepts in the context of managing the implementation of strategy and aligning economic goals stemming from the charac-teristics of sales functions, as well as social goals arising from the concept of CSR. Starting from an on-tological perspective, they were juxtaposed by seeking conceptual boundaries. Conceptual designates were also compared with the characteristics and scope of sales function activities within the organiza-tion and sales strategy. Based on this, common explanations were derived for the analyzed conceptual areas and issues related to sales. As a result, it was established that the closest to sales remains the con-cept of CSV, with significant limitations simultaneously existing for CSR or SCR. Therefore, implement-ing CSR or SCR at the sales level may meet obstacles related to the differences in character, scope, and direction of actions to be taken. Thus, it is required to search for such goals and directions that could combine sales strategy and, at the same time, corporate responsibility and sustainable development.

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