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Delimitación del Marketing con Causa o Marketing Social Corporativo mediante el análisis de empresas que realizan acciones de responsabilidad social

Author

Listed:
  • Ramos e Silva, João Augusto
  • Periáñez Cañadillas, Iñaki

Abstract

[ES] La ponencia es resultado de una investigación hecha para analizar si las características del Marketing con Causa o Marketing Social Corporativo, que propone la literatura, se reproducen en los estudios de casos de empresas que desarrollan acción de Responsabilidad Social en España. Puede decirse que la metodología del estudio tiene dos etapas: una inicial inductiva, basada en la literatura y en los casos de empresas, estudiadas cualitativamente en búsqueda de un modelo o hipótesis y una segunda deductiva, de análisis cuantitativo de las variables definidas. Para el análisis empírico fueran utilizados los 111 casos de empresas que rellenaron un cuestionario online en la página web de la Fundación Empresa y Sociedad.

Suggested Citation

  • Ramos e Silva, João Augusto & Periáñez Cañadillas, Iñaki, 2003. "Delimitación del Marketing con Causa o Marketing Social Corporativo mediante el análisis de empresas que realizan acciones de responsabilidad social," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:7076
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