IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

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

Listed author(s):
  • Lindsay Figueroa Geraldino


  • Silebis Aguirre Lasprilla


  • Maria Jimena Wilches Arango


  • María Victoria Rojas Escarria


Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no


    Volume (Year): (2012)
    Issue (Month): (December)

    in new window

    Handle: RePEc:col:000461:011148
    Contact details of provider:

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    in new window

    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.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:col:000461:011148. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nestor Sanabria)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.