THE ROLE OF CSR IN DEVELOPING A POSITIVE IMAGE OF THE BANKING SECTOR IN THE GLOBALIZED WORLD

Trade liberalisation and economic reform have opened up new markets for labour, consumers, services, and raw materials. The moves toward greater economic integration have ushered in new opportunities for businesses but also raised a number of new challenges. The article seeks to present issues connected with Corporate Social Responsibility (CSR) and its impact on the development of organisations in a globalised world. CSR has become a major focus of interest for development practitioners in recent years and is one of the most modern and promising business strategies in today's market. Adopting this concept can create new possibilities for relationships both within the organisation and with the surrounding environment - building a new image for the organisation. The main aim of this paper is an attempt to relate CSR strategy to the banking sector, a sector which has a tremendous impact on the contemporary global economy. The first part of this article is devoted to theoretical aspects of CSR. The authors focused on the role this concept plays in building a positive image of organisations. The second part contains the authors' own findings on the implementation of a strategy of CSR by banks and the impact of activities of CSR on the competitive position of banks. Banks that want to develop and achieve success in the future must prepare strategies of CSR and try to implement them effectively.