Comunicaciones y Responsabilidad Social Corporativa: Un Lienzo Para Construir su Estrategia

Communications and Corporate Social Responsibility: A Canvas to Build its Strategy

Carlos H. Hurtado J.. Barcelona (España)

Xavier Ferràs. Barcelona (España)

Nuria Arimany. Barcelona (España)

Dulcinea Meijide. Barcelona (España)

Artículo completo / Full paper

Comunicaciones y Responsabilidad Social Corporativa: Un Lienzo Para Construir su Estrategia

Communications and Corporate Social Responsibility: A Canvas to Build its Strategy

Carlos H. Hurtado J.. Barcelona (España)

Xavier Ferràs. Barcelona (España)

Nuria Arimany. Barcelona (España)

Dulcinea Meijide. Barcelona (España)

Resumen / Abstract

El papel de las comunicaciones en el mundo empresarial evoluciona hacia un modelo más participativo y consensuado con los stakeholders, debido a que ellos son cruciales para generar impacto en responsabilidad social, mejorar la reputación y mantener vigente una organización en el futuro. Académicos reconocen que el desempeño financiero de la empresa, la relación con los inversores, los mercados de capital y la creación de imagen son aspectos en los que día a día tienen mayor influencia los grupos de interés; por esta razón, el propósito de este trabajo es el de crear una herramienta que facilite la construcción de un marco de comunicaciones con el fin de ajustarla alineación de la responsabilidad social corporativa (RSC) en la relación empresa-stakeholder. El modelo de “lienzo” propuesto es una formuladinámica para emprender un acercamiento de intereses con los grupos estratégicos de la organización para definir el mejor mecanismo participativo y así lograr establecer una relación de beneficio mutuo dentro de las actividades propias de la RSC.

The communication's role in the business world evolves towards a more participatory and consensual model with stakeholders, because they are crucial to generate impact on social responsibility, improve reputation and remain being leaders in the future. Scholars have recognized that financial performance of the company, the investor relations, capital markets and build a brand image are aspects that day by day have greater influence the stakeholders; therefore, the purpose of this work is to create a tool that facilitates the construction of a communications framework to adjust the alignment of corporate social responsibility (CSR) in the company-stakeholder relationship. The canvas model proposed is a dynamic formula with the purpose of undertake a rapprochement of interests with strategic groups of the organization in order to define the best participatory mechanism and achieve a mutual benefit relationship within the activities of CSR.

Palabras Clave / Keywords

Responsabilidad Social Corporativa, Sostenibilidad Corporativa, Comunicaciones Estratégicas, Comunicaciones Corporativas, Percepción Stakeholders.

Corporate Social Responsibility, Corporate Sustainability, Strategic Communications, Corporate Communications, Stakeholders perception.

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Cómo citar / How to cite

Hurtado, C. H., Ferràs, X., Arimany, N., y Meijide, D. (2015). Comunicaciones y Responsabilidad Social Corporativa: Un Lienzo Para Construir su Estrategia. International Journal of Information Systems and Software Engineering for Big Companies (IJISEBC), Vol. 2, Num. 1, pp. 84-96. Consultado el [dd/mm/aaaa] en www.ijisebc.com