Społeczna odpowiedzialność biznesu  strategia czy wizerunek mazowieckich przedsiębiorstw żywnościowych
Corporate Social Responsibility  a strategy or an image of Mazovia food industry

Summary/Abstract: Number of difficulties in financial markets and revealed systematically irregularities in the food sector in contributed to decline in consumer confidence. Companies wanting to gain more credibility in the eyes of stakeholders are actively pursuing corporate social responsibility hoping for positive image consequences. The article provides an overview of the literature concerning the CSR, the image and the relationship between these issues. In the present study were performed a comparative analysis of 23 companies from the Mazowia, which in 2012 were on the list of Polityka ranking „the 500 largest Polish enterprises". The analysis taken into account factors such as financial performance, CSR activities-these and marketing communications. This allowed to distinguish three categories of companies: conscious and consistent, beginners philanthropists, untrusting conservatives. In summary the analyzed group includes companies that have implemented a holistic approach and a well-planned strategy of socially responsibility and those that did not show any of these activities. In the next few years we can expect an increase in the number of companies implementing in a thoughtful way ethical activities which would respond needs of more conscious and demanding consumers.

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