Corporate social responsibility as a tool of the reputation management (evidence from the automotive industry)

The article reflects the results of the analysis of the role and importance of corporate social responsibility as a factor contributing to the formation of the company's reputation. Based on the analysis of the scientific literature, the correlation between the notions "reputation", "business reputation", "image" is considered, the necessity of finding the best possible tools for the formation of the company's reputation for turning it into an intangible asset is substantiated. It is concluded that a positive reputation, together with a positive image, directly or indirectly leads to the maximization of profits. The author substantiates the relevance of the responsibility of big business for the welfare of society, which is reflected in corporate social responsibility. The article reveals the main concepts of corporate social responsibility based on the organization's goals, in terms of theories of "corporate egoism", "corporate altruism" and "reasonable egoism." The concept of "reasonable egoism" is recognized as the most effective and its application is considered in the example of automobile production. The conclusion is made that corporate social responsibility can become one of the most effective tools of reputation management provided that the company does not use asocial manipulative technologies, and, in the long term, the main factor of its sustainable development.