Transnational Company’s CSR Activity on Regional Markets

The main purpose of any business is profit maximization. But in the modern world it cannot be achieved without pursuing Sustainable Development and CSR principles. Undoubtedly, SDG and CSR best practices are gaining popularity in business community development. In the near future more companies, including small businesses will be involved in this process.However, more and more cases prove that the main driving force for the companies to launch CSR programs is too far from charity and humanitarian ideas. Companies see the activity as an additional tool to increase their competitive advantage. The author used the comparison method to prove the point. The companies for analyses were selected on the bases of the dynamics of the Dow Jones Sustainability Index for the past 5 years. Then from the list the author has chosen the companies with the biggest overseas CSR activities. The research shows that CSR of the selected companies is closely related to their production priorities on the local market. The research also proves that achieving the comparable increase of the market share in the country of presence in case of CSR programs requires 10 times less investment than in case of traditional marketing practices. The research was based on a five-year perspective with GR and lobbing expenses added to the total amount of the CSR funding