Prácticas de responsabilidad social empresarial para el fortalecimiento de la imagen corporativa de MIRED IPS, Barranquilla, Atlántico
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Fecha
2024
Autores
Bojanini Mosquera, Zoraida María
Martínez Pérez, Esperanza Paola
Morales Noriega, Natali
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Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
La presente investigación, titulada “Prácticas de Responsabilidad Social Empresarial para el Fortalecimiento de la Imagen Corporativa de MiRed IPS, Barranquilla, Atlántico”, se organiza en cuatro capítulos principales, cada uno de los cuales aborda aspectos cruciales para comprender y mejorar la relación entre la responsabilidad social empresarial (RSE) y la imagen corporativa de esta institución de salud.
El primer capítulo establece el problema de investigación, planteando interrogantes sobre cómo las prácticas de RSE pueden influir en la percepción pública de MiRed IPS. Se definen los objetivos del estudio, que buscan identificar y analizar las acciones de responsabilidad social que la empresa puede implementar para mejorar su imagen. La justificación del estudio destaca la relevancia de la RSE en el contexto actual, donde los consumidores son cada vez más exigentes y valoran positivamente a aquellas organizaciones que demuestran un compromiso social. Además, se delimita el alcance del trabajo, especificando que la investigación se centrará en el contexto barranquillero y en el sector salud, lo cual es esencial para contextualizar los hallazgos y recomendaciones.
This research, “Corporate Social Responsibility Practices for Strengthening the Corporate Image of MiRed IPS, Barranquilla, Atlántico,” is based on stakeholder theory, which postulates that companies must balance profit maximization with attention to the interests of users, employees, the local community, and the environment (Freeman, 1984). This approach places the company in a network of social and economic relationships, where its success depends on meeting the expectations of these key groups. The study is structured in four chapters. In the first, the problem, objectives, justification, and delimitation are defined. The second chapter offers a review of the literature and the theoretical framework related to social responsibility and corporate image. In the third, the research methodology is detailed, including the study design, data collection techniques, and analysis of semi-structured interviews. Finally, the fourth chapter presents the results and conclusions, together with specific recommendations to improve the corporate image of MiRed IPS, supported by a visual analysis of stakeholder perceptions.
This research, “Corporate Social Responsibility Practices for Strengthening the Corporate Image of MiRed IPS, Barranquilla, Atlántico,” is based on stakeholder theory, which postulates that companies must balance profit maximization with attention to the interests of users, employees, the local community, and the environment (Freeman, 1984). This approach places the company in a network of social and economic relationships, where its success depends on meeting the expectations of these key groups. The study is structured in four chapters. In the first, the problem, objectives, justification, and delimitation are defined. The second chapter offers a review of the literature and the theoretical framework related to social responsibility and corporate image. In the third, the research methodology is detailed, including the study design, data collection techniques, and analysis of semi-structured interviews. Finally, the fourth chapter presents the results and conclusions, together with specific recommendations to improve the corporate image of MiRed IPS, supported by a visual analysis of stakeholder perceptions.
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Palabras clave
Responsabilidad Social Empresarial (RSE), Imagen Corporativa, Sector Salud, Percepción Pública, Stakeholders
