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Diseño de un modelo de responsabilidad social empresarial en una empresa de consultoría a traves de la aplicación del mercadeo social

Author

Listed:
  • Lindsay Figueroa Geraldino

    ()

  • Silebis Aguirre Lasprilla

    ()

  • Maria Jimena Wilches Arango

    ()

  • María Victoria Rojas Escarria

    ()

Abstract

De acuerdo con el auge de la responsabilidad social como parte de las ventajas competitivas para desarrollarse como negocio, el presente artículo busca reflexionar y estudiar la importancia e incidencia de esta clave del éxito en los escenarios empresariales dedicados a la consultoría tomando como referencia una Multinacional dedicada a la ingeniería, consultoría e interventoría, cuya intención es convertir en elemento estratégico el concepto de responsabilidad Social. Se propone un modelo, sostenible a largo plazo, que crea una interrelación entre los stakeholders y el valor social, económico, ambiental, y operacional desarrollado en la Industria como criterio para el mejoramiento del clima organizacional, el incremento del valor de la empresa, el mejoramiento en la comunicación interna y externa y la confiabilidad y respaldo de los mercados financieros e inversionistas. A partir de éste, se define una estructura de mercadeo social que permite consolidar el compromiso ético y moral desarrollado en cada pilar del negocio. ****** According to the rise of social responsibility as a part of the competitive advantages to develop in a business, this paper seeks to think over and consider the importance and impact of this success key in business scenaries of consulting with reference to an engineering, consulting and auditing multinational, intended to become the concept of social responsibility in a strategic element. This paper proposes a long term sustainable model, that creates a relationship between the stakeholders and the social, economic, environmental, and operational developed in services business as a view for the improvement of organizational climate, the employee satisfaction, the internal and external communication, to increase the value of the company and the reliability of the financial markets and investors. Therefore, it defines a social marketing structure that allows companies to consolidate the ethical and moral commitment in each pillar of the business.

Suggested Citation

  • Lindsay Figueroa Geraldino & Silebis Aguirre Lasprilla & Maria Jimena Wilches Arango & María Victoria Rojas Escarria, 2012. "Diseño de un modelo de responsabilidad social empresarial en una empresa de consultoría a traves de la aplicación del mercadeo social," DIMENSIÓN EMPRESARIAL, UNIVERSIDAD AUTONOMA DEL CARIBE, December.
  • Handle: RePEc:col:000461:011148
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    References listed on IDEAS

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    1. Elaine Sternberg, 1997. "The Defects of Stakeholder Theory," Corporate Governance: An International Review, Wiley Blackwell, vol. 5(1), pages 3-10, January.
    2. Preston, Lee E. & Sapienza, Harry J., 1990. "Stakeholder management and corporate performance," Journal of Behavioral Economics, Elsevier, vol. 19(4), pages 361-375.
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