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Abstract

Under contemporary business conditions, market globalisation has become inevitable. Such relationships on the market make trade companies use different means to acquire and maintain long-term competitive advantage. One of them is the concept of corporate social responsibility, which is, under conditions of globalisation, seen as a redesign of the classic marketing concept. The aim of this paper is to highlight the development of corporate social responsibility in trade, in the context of market globalisation. In doing so, the concept of corporate social responsibility is seen from two angles. First, it is viewed as a moral obligation of companies and the element of marketing strategy in contemporary business conditions. Second, corporate social responsibility is regarded as one of the integral elements of harmonisation of our trade and corporate policies with the EU.

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