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Comunicación estratégica de los programas de voluntariado corporativo en el marco de la responsabilidad social empresarial

Author

Listed:
  • Louzao, Eleonora
  • Zanfrillo, Alicia Inés
  • Arraigada, Mariana Cecilia

Abstract

El voluntariado corporativo como parte de la responsabilidad social empresarial (RSE) consiste en la contribución al desarrollo social a través del tiempo y capacidades de sus empleados. La eficacia de los programas de voluntariado corporativo (PVC) dependerá de la gestión del recurso intangible a través de una comunicación estratégica para lograr una sinergia con sus stakeholders. El propósito del trabajo consiste en identificar los instrumentos de divulgación de los programas de voluntariado como estrategia comunicativa en el marco de la RSE de las empresas del ranking Merco a través de una investigación cuantitativa de tipo descriptiva. Los resultados reflejan que las empresas necesitan alinear la comunicación estratégica de sus programas de voluntariado corporativo dentro del marco de la RSE.

Suggested Citation

  • Louzao, Eleonora & Zanfrillo, Alicia Inés & Arraigada, Mariana Cecilia, 2020. "Comunicación estratégica de los programas de voluntariado corporativo en el marco de la responsabilidad social empresarial," Nülan. Deposited Documents 3406, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    • Handle: RePEc:nmp:nuland:3406
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