It is common to hear expressions like... ''We don't have anything big….¡ is pure marketing!''''El marketing is only for large empresas''
Large companies do not need marketing ……. but they use it!
social-responsibility-or-social-role-2Because they know the benefits of knowing the emotions, feelings, reasoning and perceptions of consumers.
Corporate social responsibility
Obligation to contribute so that all parts function properly and together, promoting the growth and development of the entire community.
Social Responsibility must be justified in an ethical reflection
And be based on:
- Recognize diversity Accept that inequalities exist Integrative management
An approach to the concept of CSR
´´The CSR is the Strategic Framework of those companies that define their policies, programs and business actions respecting ethical values, people, communities and the environment and thereby achieving a balance between sustainable development and the need to generate value for shareholders, that is, being profitable and sustainable. '
Maria Martha Nadeo. corporate social responsibility. Impact on value creation´´
- The company has a long-term projection It bases its actions on a comprehensive, comprehensive vision, which encompasses social, economic, political, environmental, educational dimensions, knowledge production, etc. It systematically incorporates actions that improve the quality of life of all your stakeholders
Typology of CSR
(Adapted from Garriga E. and Melé D. from IESE of the University of Navarra "Corporate Social Responsibility Theories: Mapping the Territory", in Journal of Business Ethics No. 53: 51- 71, August 2004).
- Instrumental Theories: they maintain the traditional concept of business (only wealth creation) and find ´´justification´´ of CSR to achieve competitive advantages Political Theories: they refer to the power of companies in society and therefore to a responsible exercise of the same. But the traditional concept of Integrative Theories persists: they install the concept of interest groups (stakeholders). The company concept is extended to groups directly involved (microenvironment) Theories Ethics: broad conception of the company as part of a larger system. Totalizing conception. Concern for sustainable development. Respect for the common good and the dignity and fundamental rights of people.
Social Management
Bernardo Kliksberg; ´´Towards an efficient social management´´ states:
Social spending has been marginalized and postponed. However, the evidence shows that this correctly administered expenditure is a highly profitable investment for the development of the towns.
The societies that have obtained the best results in the management of the social, have managed to systematically articulate the possibilities of contributions of the different actors, creating networks and meta-networks that integrate the State, NGOs, companies, churches, workers, public interest organizations, etc.. All working towards higher social goals.
In Latin America it is necessary to move from the dispersion of individual efforts to the fabric of networks.
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