2.1 The global need for csr

Development of corporate social responsibility in Russia goes in compliance with world tendencies, but meanwhile slowly and actually doesn't cover small and medium business. Activity of the company has to be carried out on the basis of those types of responsibility that were considered earlier. However, the Russian small and medium business is limited, as a rule, only to charity. And only a small amount of the large Russian companies is understood that CSR is part of strategic management, but not just a simply function of public relations. The problem of social responsibility of business, i.e. its responsibility for the people or society in general, gained in recent years the ambiguous development in the Russian Federation. On the one hand, actually since the XIII congress of the Russian Union of Industrialists and Entrepreneurs at which the Russian President in 2003 urged the Russian business to become "socially responsible", rather obvious process of voluntary activity in this area from the most conscious and strategically conceiving part of the Russian business began. Generally it is large private business. It began active dialogue with the interested public groups, began to introduce modern international standards of socially oriented and ecological management, published the first social reports, sometimes in the form of reports of a sustainable development, considered as the most progressive among leaders of world business. Among them generally the largest Russian companies and some banks, such as Norilsk Nickel MMC, JSC Lukoil, RAO UES of Russia, JSC Tatneft, Ilim Pulp corporation, JSC NOVOGOR-Prikamye, JSC EvrazHolding, SUAL group, JSC Magnitogorsky MK, JSB ROSBANK and Tolyatti "FIA-BANK", and others. Activity of the companies in this area is directed also on forming of clear, regular and effective relationship with regional and local government, and also civil society. One of these companies is the Sanofi company.

But firstly, we should start with the quite important research of CSR in global form. Results of the International business research 2008 emphasize one weighty fact – introduction of ethic methods of maintaining business is fundamental for success the enterprises operated by owners. The major factor standing for increase of corporate responsibility, need to attract and hold is the highly skilled personnel for maintenance and further development business (see Fig. 1). This factor was called by 65% respondents of the real research. Further the factor of management of expenses (63%) follows. It reflects understanding of that control over expenses positively influences business and on environment. Requirement to secure trust and loyalty of clients forced 56% respondents to put in a row the most important factors public opinion / formation brand.

The companies operated by owners aren't under such close public attention as transnational corporations, nevertheless they consider responsible business is the component of the reputation making management process and its long-term strategy. 56% respondents claim that a factor of public/formation of a brand is one of main incentives of ethic business. With growth of the enterprises also grows the level of public attention that forces large multinational companies to take into account a factor of public opinion/formations of a brand. There is no country, where Environmental protection or Pressure of the government was called the most important incentive increases of corporate responsibility.

However three quarters and more respondents from Brazil (84%) and India (75%) called rescue of the planet among important factors. On the contrary, only 21% of owners of business The USA, and also there is less than a third of respondents in other countries with developed economy carried this factor to number of key incentives. Only 38% of respondents called ‘pressure of the government’ important incentive that is the lowest indicator among seven factors offered respondents within this International business research. Results of poll of businessmen, directors managing their own business, concerning their last year's activity within corporate responsibility, show that at the head of the list are actions directed on attraction /deduction of employees (see fig. 3). It confirms results of research, testifying that this factor is one of the main incentives of ethic maintaining business.

Four of five most popular initiatives are related to employees and their workers to places – active promotion of the healthy mode work and wellbeing (71%); granting possibilities of training and acquisition of experience (67%); encouragement of a variety is independent from a nationality, a floor and etc. / the equal opportunities (64%) and granting the flexible operating schedule (62%). All above-stated measures play an important role in a context of social responsibility, nevertheless, same measures play a key role and in questions of managing personnel.

Charity among other measures, increasing the social the companies’ responsibility, borrows in our research the third place and it is the only thing from five most popular ways, which has no relation to personnel questions. The international practice testifies about existence of essential distinctions in the cultural spheres and questions of the taxation, which have strong impact on indicators certain countries.

Improvement of control over production wastes and efficiency increase of energy consumption are interconnected. Respondents from many countries including Ireland, Malaysia and Taiwan, reported about taken measures on improvement of control over waste productions and on increase of energy consumption efficiency. In general, leaders among the countries, which are characterized by a maturity economies and shortage of resources, that is strong incentive for initiatives in the field of the effective energy consumption and related areas.

Rules of control over waste and questions about energy consumption are more global and universal for observance now, at the growing markets there can be problems, connected with inability to leave on the levels set by more mature economies. Russia is among those countries which started introducing measures of improvement of control over waste and efficiency of energy consumption not so long ago. The company Sanofi Group is one of the few Russian companies which introduced the concept of corporate social responsibility and resolves the issues concerning quality of production, satisfaction of the personnel, ecological safety, etc.