The ISO 26000 Guidance provides valuable conceptual and methodological guidelines for making corporate social action an effective tool through which organizations contribute to the solution of social problems within the communities they operate. These guidelines focus on their potential to contribute to the institutional strengthening of the social institutions of these communities, as well as to empower, generate autonomy, and develop skills in their final beneficiaries. Nevertheless, the academic literature has paid little attention to these guidelines. This document presents the results of pioneering research which was intended to provide information on the application of corporate social action. For measurement, a battery of 24 indicators was built and included in a structured questionnaire which was applied to a non-probabilistic sample of companies that carry out social actions. It was found that most of them apply the guidelines to a large extent and that this application correlates with the importance they assign to corporate social responsibility, with the degree to which they have incorporated it into their management, and with the construction of alliances with social organizations. Also, it was found that the application of these guidelines is independent of knowledge of the Guide and the approach to social responsibility that companies adopt. that the application of social responsibility in organizations aims contribute to sustainable development (ISO 2011). The World Business Council for Sustainable Development warned, also more than a decade ago, that "a planet with more than four billion poor people is much more like a global society failed" (WBCSD 2006, p. 4).There is a long tradition of involvement of the company in the solutions to the social problems of the countries and regions where its operation is located. Corporate philanthropy, which has its origins in 19th-century Anglo-Saxon America, was strengthened after the Second World War, driven by the approach of corporate citizenship (Garriga and Melé 2004;Ramos and Periáñez 2003;Carroll 2015) and the first proposals on corporate social responsibility (CSR). In addition, in the 1970s the first experiences of corporate social marketing (CSM) appeared, aimed at strengthening the image of brands through their association with social causes valued by consumers. In general, philanthropy and the CSM are forms of intervention aimed at mitigating a problem, helping a disadvantaged group, promoting a behavioral change in society (for example responsibility in driving vehicles), or financing the activities of cultural, educational, or sports institutions. These forms of corporate social action are, in general, of a welfare type since they help to mitigate specific situations, but do not contribute to the development of competences, empowerment, and autonomy of the communities. Therefore, they are not useful to address in a sustainable way the solution to social problems.On the other hand, the current concept of CSR, particularly the one based on the orie...
En este documento se identifican los beneficios del Voluntariado Corporativo para la gestión de Recursos Humanos presentes en la literatura científica, se los organiza en tres categorías (desarrollo de habilidades en los empleados, fortalecimiento del vínculo entre ellos y la empresa, creación de condiciones que mejoran su desempeño) y se presentan los resultados de una investigación que tuvo como objetivos: a) comprobar la ocurrencia de esos beneficios; b) determinar si la misma depende de factores estructurales de las empresas (tamaño, sector de actividad y origen del capital) y de factores relacionados con la gestión del voluntariado. Se trabajó con una muestra no probabilística de empresas que aplican el voluntariado en Uruguay, a las que se aplicó un cuestionario estructurado que incluyó ocho indicadores sobre beneficios. Se encontró, mediante test estadísticos, que los ocho beneficios están presentes en la experiencia de las empresas estudiadas y que su ocurrencia es independiente del perfil de las empresas, de la forma como se gestiona en ellas el voluntariado y del alineamiento de las actividades de voluntariado con las políticas de Recursos Humanos.
A discussão sobre o desenvolvimento de ações sociais por parte de empresas, em regra, tem estado vinculada à concepção de marketing social. Originariamente vinculada à ação do Estado para a resolução de problemas sociais e para incentivar mudança de comportamento da população, essa concepção é reducionista e trata a iniciativa empresarial de marketing no campo social como sinônimo de filantropia, responsabilidade social ou marketing de causa social. O artigo enfoca essa questão, ainda não resolvida teoricamente no âmbito da disciplina, e propõe uma nova concepção para o desenvolvimento de ações sociais por parte das empresas, a qual é sintetizada em um esquema conceitual de marketing social com caráter corporativo. Para tanto, faz-se um balanço do estado da arte e são assinalados antecedentes, questões gerenciais, marcos teóricos, nomenclatura e categorias de análise de marketing social corporativo. Ao término, são apresentados pressupostos, taxonomia, proposições básicas e a aplicação do esquema conceitual.
En este documento se aborda el problema de la posible influencia del género del director ejecutivo sobre la incorporación de la responsabilidad social empresarial. El objetivo fue estudiar si existe relación entre estas variables. Se utilizó una metodología de tipo cuantitativo, aplicada a una base de datos con información sobre el uso de prácticas generales de gestión. Se trata de una base de 107 prácticas específicas de la responsabilidad social empresarial. Para estudiar la relación entre el género del director ejecutivo y estas variables se utilizaron las pruebas estadísticas chi cuadrado y diferencia de medias. Se encontró que, en general, el género del director ejecutivo no influye en la aplicación de la responsabilidad social empresarial, a excepción de algunas acciones de esta última de carácter filantrópico y del uso del voluntariado corporativo.
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