WYKORZYSTANIE KONCEPCJI SPOŁECZNEJ ODPOWIEDZIALNOŚCI PRZEDSIĘBIORSTW I ZRÓWNOWAŻONEGO ROZWOJU W KREOWANIU INNOWACYJNEGO PRODUKTU – STUDIA PRZYPADKÓW
USING THE CONCEPT OF SUSTAINABLE DEVELOPMENT AND CORPORATE SOCIAL RESPONSIBILITY IN THE PRODUCTION PROCESS MANAGEMENT

Summary/Abstract: This paper presents the nature and role of sustainable development and corporate social responsibility in the shaping of the modern production process, which focuses on primarily on meeting the needs of customers and at the same time on maximizing economic efficiency. The introduction discusses the main objectives of these concepts, including their synthetic definitions and main areas of implementation. Completion of this part of paper is the assessment of the impact of the analyzed concepts on the functioning of enterprises, including their image, reputation and competitive position. The article stated that the use of sustainable development and corporate social responsibility positively impact on the companies in its internal and external dimensions (rationalization of production process resulting in economic savings, strengthen relationship with customers, improving the image, etc.). The second part of the article is a case studies of the selected companies – one of the world FMCG's leaders, which in its business strategy consider sustainable development and corporate social responsibility as a crucial determinants for the vision of the company. The premises of these concepts are used in the production management process – including the development of new, innovative products that meet the criteria for socially responsible products and are produced in accordance with the principles of sustainable development.

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