Publicación:

Responsabilidad social empresarial como estrategia de posicionamiento de marca.

Resumen

In this project a Systematic Analysis of Literature on corporate social responsibility (CSR) was carried out as a brand positioning strategy. In order to carry out this work, a search of 30 (thirty) sources that contributed to the subject was carried out, with the same documents it was sought what vision and purpose the companies have today about CSR projects. These sources are organized through a systematic analysis logbook which was generated through academic documents (undergraduate, postgraduate work, articles and books), this logbook was classified by two categories evidenced in an analysis matrix, which allowed the deployment of all the information and in this way to be able to demonstrate the different reasons why companies today will seek to implement these strategies in their organizations. The first category is defined in the importance of the disclosure of CSR and the second category called effects of social responsibility. With these two classifications, the findings are sought, which defined that organizations today handle these types of strategies to increase their image, generate positioning, give their company a good name for the responsible concept, evade taxes, among others. There are very few companies that really care about fulfilling the responsibility of these projects, leaving aside their economic interests and that really go in the search of helping society and the environment by compensating for those damages caused.