Diseño de un modelo de responsabilidad social empresarial en una empresa de consultoría a traves de la aplicación del mercadeo social
DOI:
https://doi.org/10.15665/rde.v10i2.209Keywords:
Responsabilidad Social, grupos de interés, Gestión Social, Sostenibilidad Empresarial, Mercadeo SocialAbstract
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.
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