Banki a CSR i działalność organizacji pozarządowych – nieodkryte zasoby przewagi konkurencyjnej
BANKS VS. CSR AND NONGOVERNMENTAL ORGANIZATIONS’ ACTIVITY – UNTAPPED RESOURCES OF COMPETITIVE ADVANTAGE
Analyzing missions and other banks` statements one can say that banks are aware of nonprofit sphere activity and different social groups’ needs. It would seem that they will realize CSR conception and cooperate with a sector dealing with improving social life - nongovernmental organizations. It could bring benefits to a society and to a bank as well, which in such cooperation could find a competitive advantage enabling to develop and function in the future, giving better image and reputation. The article shows that today banks neither have wider frame of social involvement and cooperation with nongovernmental organizations, nor treat them as a market segment, although in Poland there are about 100 thousand such organizations and approximately 3% of them manages 1 million zloty budgets a year. In the conclusion it was suggested that the change in traditional market segmentation, considering stronger role of nongovernmental organizations in a society, is needed. Banks should also coordinate their pro-social activity (CSR) with nonprofits` activity that could bring better outcomes and advantages to both sides and a society.
- Zachodniopomorski Uniwersytet Technologiczny w Szczecinie, Wydzial Ekonomiczny, Katedra Marketingu, ul. Zolnierska 47, 71-210 Szczecin, Poland, Joanna.Hernik@zut.edu.pl