Abstract:

Research background: Modern companies are looking for a competitive advantage, not only in new technologies and innovative products offered to clients, but also in the introduction of modern tools to management. This type of activities includes the implementation of the concept of sustainable development, eco-development and CSR into management practice. Research shows that some companies with a strong market position try to shift organizational and financial burdens associated with the implementation of selected socially responsible practices to their subcontractors, while usurping at the same time the effects of their application. Also they often introduce solutions that the market forces to apply as CSR initiatives, although in practice they are PR activities only. Therefore, it is interesting to conduct research aimed at diagnosing the real intentions of introducing this kind of solutions into practice. Purpose of the article: The analysis of literature and company information on CSR practices and sustainable development, including eco-solutions, allows us to diagnose research areas that require deeper analysis and allow us to determine the purpose of the proposed article. It is to examine how individual pillars of CSR and sustainable development are used in creating and implementing the organization's strategy and shaping its image, and in what situations it should be assessed as a "greenwashing". Methods: Implementation of this objective will be served by the study of international literary sources, as well as case studies conducted on the basis of source materials of selected companies and institutions involved in reporting good practices.