The paper reviews the core conceptual aspects of corporate social responsibility as a principle of business viability, and then focuses on the relevant practices adopted by chosen international retail chains operating on the Polish market. The research shows that in retailing: – the reporting of CSR activities in Poland has been relatively undeveloped, – the CSR strategies of retail multinationals operating in Poland fit within the bounds of their global strategies, though the implementation methods are adapted to the specific situation of each operating market, – there is insufficient awareness of the CSR concept and its benefits compared with more well-developed countries.
The aim of the paper is to present the specifics of direct selling as a form of retailing, the basic factors of its competitiveness, its image in Poland and the factors for its successful development in the future. The basic assumptions and thesis of transaction cost theory and the theory of building sustainable competitive advantage in retailing as well as the results of empirical research in Poland (for the companies belonging to PSSB) have been used. Conclusions about the conditions and prospects for developing direct selling in Poland are formulated in the final section.
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