INTEGRATION OF CORPORATE SOCIAL RESPONSIBILITY IN THE BUSINESS MODEL OF COMPANIES IN THE CONTEXT OF MODERN CHALLENGES

Corporate Social Responsibility (CSR) plays a key role in the modern business environment, evolving from a voluntary initiative into a strategic management tool. The growing interest in this topic is driven by the need for enterprises to adapt to social, environmental, and economic challenges while enhancing their competitiveness in the global economy. CSR goes beyond traditional corporate ethics, encompassing a wide range of aspects, including responsibility towards employees and society, environmental sustainability, and corporate governance. Modern companies face the challenge of integrating socially responsible practices into their business models, requiring not only financial resources but also changes in management approaches oriented toward long-term sustainability. Discussions on CSR cover various aspects, particularly the impact of social responsibility on the financial performance of enterprises, their reputation, investor engagement, and consumer trust. A crucial issue remains the balance between commercial objectives and social responsibility, necessitating a thorough analysis of the approaches to CSR implementation across different industries. Special attention is given to the mechanisms that motivate companies to adopt socially oriented strategies, the evaluation of such initiatives' effectiveness, and their influence on business resilience. Economic crises, technological advancements, and shifting societal expectations are driving transformations in corporate governance, making CSR an essential factor in companies' adaptation to new conditions. Furthermore, CSR plays an increasing role in addressing global challenges such as environmental security, social inequality, and economic instability. Developing effective corporate responsibility models requires consideration of both international trends and local business environment specifics. In this context, it is crucial to explore approaches to integrating CSR into strategic company management, as well as analyze the factors influencing the formation of socially responsible business practices.