Responsabilidad social empresarial: un análisis basado en la literatura
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Fecha
2021
Autores
Barragán Morales, Camilo Enrique
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Ediciones Universidad Simón Bolívar
Facultad Administración y Negocios
Facultad Administración y Negocios
Resumen
Las organizaciones están llamadas a la creación de vínculos, los cuales fomenten las
condiciones ambientales y el bienestar general de sus grupos de interés, lo cual hace parte
de una acción socialmente responsable independientemente de su actividad económica. Es
decir, las organizaciones cumplen funciones de tipo social y ambiental, más allá de sus
funciones económicas; lo cual nace a partir del equilibrio de intereses de la empresa, bien
fueren de tipo institucional o social, ello supone una exigencia social hacia una conducta
empresarial responsable, la cual esté por encima de la maximización de ganancias.
La responsabilidad social empresarial (RSE), hoy día, toma relevancia en su
aplicación dentro de las organizaciones, no solo por el auge y tendencia a nivel empresarial
con la que cuenta, sino porque su aplicación, ofrece condiciones que facilitan la
sustentabilidad, mediante una serie de procesos que se ponen en marcha, gracias a la
implementación de programas integrales en esta materia.
El objetivo de la investigación consistió en analizar la responsabilidad social
empresarial mediante una revisión documental para la fundamentación de acciones de esa
literatura académica en las empresas de medios impresos del departamento del Atlántico,
para, a partir de ello, diseñar acciones a implementar en correspondencia a la
responsabilidad social, las cuales permitieran la instauración de programas, en este sentido,
la investigación buscó, en primera medida, establecer los referentes teóricos representativos
en responsabilidad social empresarial para la determinación de acciones sociales, para
luego determinar las acciones de responsabilidad social empresarial implementadas por las
empresas de medios impresos a nivel mundial para la proposición de acciones sectoriales
En este orden de ideas, metodológicamente la investigación desarrolló un enfoque
cualitativo, para ello, fueron revisados 70 documentos de diversos circuitos dentro de la
comunidad científica encaminados a profundizar el conocimiento y la solución de la
problemática través del cual se establecieron los lineamientos para la construcción de
resultados y las posteriores conclusiones.
En cuanto a los resultados se refiere, se encontraron en este franco, las acciones
implementadas por estas organizaciones, están enfocadas en cinco (5) aristas, siendo las
alianzas estratégicas, la articulación de actividades entre empleados y comunidades
conexas, las acciones ecológicas, nuevos indicadores de medición para programas en RSE,
sumado a la participación de grupos de interés externos a estas organizaciones, estos grupos
cumpliendo las funciones de agentes de apoyo en el desarrollo y crecimiento de los
programas instaurados por estas organizaciones representan los hallazgos de la
investigación en aras de la satisfacción del objetivo establecido.
Con la finalidad de satisfacer un tercer objetivo específico propuesto por la
investigación, el cual estaba dirigido a diseñar acciones de responsabilidad social
empresarial para estas organizaciones, es importante destacar la construcción de acciones
en cinco (5) frentes: social, económico, ambiental, filantrópico y voluntario, para lo cual se
estableció la importancia de llevar a cabo programas integrales en respuesta a las
necesidades particulares de las comunidades conexas en las cuales convergen estas
organizaciones.
En conclusión, la implementación de RSE en las empresas de medios impresos del
departamento del atlántico debe extenderse de manera progresiva en consecuencia con las
diferentes presiones por parte del entorno en conjunto con la propia conciencia empresarial.
La gestión de esta no debe quedarse en una mera gestión del ámbito operativo, por el
contrario, debe encontrar un lugar dentro del corazón estratégico organizacional, como un
elemento generador de ventajas competitivas.
Organizations are called to create links, which promote environmental conditions and the general welfare of their stakeholders, which is part of a socially responsible action regardless of their economic activity. In other words, organizations fulfill social and environmental functions, beyond their economic functions; this is born from the balance of interests of the company, whether institutional or social, which implies a social demand for responsible business conduct, which is above the maximization of profits. Corporate social responsibility (CSR), today, takes relevance in its application within organizations, not only because of the boom and trend at the business level, but also because its application offers conditions that facilitate sustainability, through a series of processes that are put in place, thanks to the implementation of comprehensive programs in this area. The objective of the research consisted in analyzing corporate social responsibility through a documentary review for the foundation of actions of this academic literature in the print media companies of the department of Atlántico, in order to, from this, design actions to implement in correspondence to social responsibility, which would allow the establishment of programs, in this sense, the research sought, firstly, to establish the representative theoretical references in corporate social responsibility for the determination of social actions, to then determine the actions of corporate social responsibility implemented by the print media companies worldwide for the proposal of sectorial actions. In this order of ideas, methodologically, the research developed a qualitative approach, for which 70 documents from different circuits within the scientific community were reviewed, aimed at deepening the knowledge and the solution of the problem through which the guidelines for the construction of results and subsequent conclusions were established. As far as the results are concerned, the actions implemented by these organizations are focused on five (5) aspects, being the strategic alliances, the articulation of activities between employees and related communities, the ecological actions, new measurement indicators for CSR programs, added to the participation of interest groups external to these organizations, these groups fulfilling the functions of support agents in the development and growth of the programs established by these organizations represent the findings of the research in order to satisfy the established objective. To satisfy a third specific objective proposed by the research, which was aimed at designing corporate social responsibility actions for these organizations, it is important to highlight the construction of actions on five (5) fronts: social, economic, environmental, philanthropic, and voluntary, for which the importance of carrying out comprehensive programs in response to the needs of the related communities in which these organizations converge was established. In conclusion, the implementation of CSR in print media companies in the department of Atlántico should be extended progressively in accordance with the different pressures from the environment, together with the business conscience itself. On the contrary, it should find a place in the strategic heart of the organization as an element that generates competitive advantages.
Organizations are called to create links, which promote environmental conditions and the general welfare of their stakeholders, which is part of a socially responsible action regardless of their economic activity. In other words, organizations fulfill social and environmental functions, beyond their economic functions; this is born from the balance of interests of the company, whether institutional or social, which implies a social demand for responsible business conduct, which is above the maximization of profits. Corporate social responsibility (CSR), today, takes relevance in its application within organizations, not only because of the boom and trend at the business level, but also because its application offers conditions that facilitate sustainability, through a series of processes that are put in place, thanks to the implementation of comprehensive programs in this area. The objective of the research consisted in analyzing corporate social responsibility through a documentary review for the foundation of actions of this academic literature in the print media companies of the department of Atlántico, in order to, from this, design actions to implement in correspondence to social responsibility, which would allow the establishment of programs, in this sense, the research sought, firstly, to establish the representative theoretical references in corporate social responsibility for the determination of social actions, to then determine the actions of corporate social responsibility implemented by the print media companies worldwide for the proposal of sectorial actions. In this order of ideas, methodologically, the research developed a qualitative approach, for which 70 documents from different circuits within the scientific community were reviewed, aimed at deepening the knowledge and the solution of the problem through which the guidelines for the construction of results and subsequent conclusions were established. As far as the results are concerned, the actions implemented by these organizations are focused on five (5) aspects, being the strategic alliances, the articulation of activities between employees and related communities, the ecological actions, new measurement indicators for CSR programs, added to the participation of interest groups external to these organizations, these groups fulfilling the functions of support agents in the development and growth of the programs established by these organizations represent the findings of the research in order to satisfy the established objective. To satisfy a third specific objective proposed by the research, which was aimed at designing corporate social responsibility actions for these organizations, it is important to highlight the construction of actions on five (5) fronts: social, economic, environmental, philanthropic, and voluntary, for which the importance of carrying out comprehensive programs in response to the needs of the related communities in which these organizations converge was established. In conclusion, the implementation of CSR in print media companies in the department of Atlántico should be extended progressively in accordance with the different pressures from the environment, together with the business conscience itself. On the contrary, it should find a place in the strategic heart of the organization as an element that generates competitive advantages.
Descripción
Palabras clave
Acciones, Estrategias, Organizaciones, Responsabilidad social, Actions, Strategies, Organizations, Social responsibility