We speak of Corporate Social Responsibility (CSR) or Corporate Social Responsibility (CSR) when we refer to the proactive and voluntary contribution of a company aimed at the global improvement of social, economic and environmental conditions. For the company, these actions will have as a consequence the improvement of its positioning, its competitiveness and its general image in the environment. Consequently, a good part of these actions have a direct impact in the sphere of Marketing, insofar as they promote positive effects for the perception that society and the market have of a company, its products, its services and your brands.
To the extent that we talk about CSR as a proactive contribution, it is obvious that we are referring to a set of actions that go beyond the strict respect and compliance with current legislation that affects and obliges any company based on its activity commercial and productive. In short, it will seek to reconcile business objectives with global social values and principles such as Democracy, Social Justice, Sustainable Development and Human Rights. Some of our most outstanding companies maintain a strategy of open communication regarding their strategic approaches to CSR. : For example, Inditex It states its commitment regarding CSR in the following terms: “The principles that govern Inditex’s commitment to Corporate Responsibility are the good faith in the establishment of relationships with the interested parties and, in general, with the company; constant dialogue with the aforementioned stakeholders and social organizations, and, finally, transparency in relation to our business activities and, more specifically, the development of our sustainability strategy.
Although the commitments assumed in terms of sustainability are dynamic , the Internal Code of Conduct establishes the starting bases and affects all of our manufacturing, distribution and commercialization activities throughout the world. “For its part, FCC, makes public the following social commitments of the company: “FCC is aware of the importance of maintaining long-lasting relationships with its stakeholders Involving stakeholders in an effective and strategic manner entails benefits such as better management of operational risks It also allows a better understanding of the complex environment of our businesses, the possibility of identifying strategic opportunities and the construction of a relationship of trust between the group and its stakeholders. FCC’s business activities are found in many of the actions that are developed daily by the community, with our activities we have a direct impact on society, for which the relationships we maintain with society are very important.
“The powerful group Ferrovial conveys the following vision with regard to its social commitments: “With a volume of assets of more than 51,000 million euros, Ferrovial aims to be recognized throughout the world as an efficient and reference organization in the management of Infrastructure, committed to the role of a global company, has defined its Corporate Responsibility in the context of sustainability as a management tool whose function is to create long-term value for all stakeholders and for its own society.” ACS, the company of Florentino Pérez, makes public the following principles of Social Responsibility: “The ACS Group maintains a vision based on the vocation of serving the development of the societies in which it is present, pursuing the improvement of welfare and the sustainable growth of the same, and contributing to this objective through: – The development of infrastructure, civil works, industrial facilities, power plants, telecommunications systems, or treatment and treatment plants, – The provision of services in the comprehensive management of urban infrastructures, logistics and industrial – Active participation in sectors essential for the economic and social development of any developed country such as infrastructure and energy.
“In the financial sector, BBVA It establishes the following statement of principles with respect to its CSR proposals: “BBVA’s commitment to society is multiple and comprehensive, it is presented with a systematic, coherent and proactive approach, aimed at responding to the expectations of its stakeholders. , and takes into consideration all the dimensions of the business activity: economic, corporate, human, social and environmental.This commitment is incorporated into the corporate culture and principles of the Group, which is the basic and differentiating element of the vision (BBVA, we work for a better future for people), is present in the commitments of BBVA with its stakeholders, and constitutes one of its seven corporate principles (corporate social responsibility as commitment to development). “Without changing sector, the group ofBanco de Santander also expresses special attention to its CSR strategy: “Santander maintains its vocation for the future in terms of Social Responsibility through a desire for leadership, creating wealth and employment and promoting the development of society and the environment. Transparency and clarity continue to be key elements for maintaining relations with stakeholders, achieving medium and long-term objectives and betting on sustainable growth.
“In the media sector, the PRISA Group, highlights the following statements: “The first social responsibility of a media group is to defend and exercise with honesty and vigor the right to information and freedom of expression, a work with which we contribute to the development of democratic society there where we are present and in which PRISA Group media have exercised a clear leadership since the birth of the newspaper El País, almost 31 years ago. “The Abengoa technology groupIt makes an express mention of the following global commitment: “In the current context of global change and competition, Abengoa believes in the innovative company as an effective and necessary tool to move towards a society of sustainable development, which is why our values are incorporated into our daily work. corporate social responsibility that are integrated in a natural way in the strategy, culture and organization of the company. We try to contribute to the improvement of the environment not only economic, but also social and environmental and, therefore, the interest of the people.
“Endesa For its part, it affirms to incorporate the principles of CSR in its corporate values statement: “Sustainable development for Endesa means growth, taking into account social responsibility in the societies in which we operate, the efficient use of resources, so that our impact on the environment is acceptable, and the creation of wealth for those who invest in it, work or serve with our services. ” Telephone In many cases, the considerable similarity of the approaches of firms of greater magnitude with respect to CSR is surprising and for this reason we feel that all of them have a time ahead in which they will have to work on their differentiation in these specific aspects. As the CSR is also related to the global marketing strategy, why not say it, companies will have to consider their differentiation in the market in this specific area. It is obvious that if the market and society perceive that all large companies do the same in terms of CSR, their actions will not allow discriminating some firms of others or each brand of their competition. Some companies are already understanding this and are allowing the development of a concept born a couple of decades ago, the Companies will have to consider their differentiation in the market in this specific field. It is obvious that if the market and society perceive that all large companies do the same in terms of CSR, their actions will not allow discriminating some firms of others or each brand of their competition.
Some companies are already understanding this and are allowing the development of a concept born a couple of decades ago, the Companies will have to consider their differentiation in the market in this specific field. It is obvious that if the market and society perceive that all large companies do the same in terms of CSR, their actions will not allow discriminating some firms of others or each brand of their competition. Some companies are already understanding this and are allowing the development of a concept born a couple of decades ago, theCorporate Social Marketing, defined by Philip Kotler in the following terms: • The activities carried out by a company or sector with the aim of achieving the commitment of consumers towards a certain behavior of social interest, favoring, at the same time and directly , the interests of the company in terms of its position in the market and its image. ” Let’s not forget, the marketing strategy of a company of a certain magnitude should no longer ignore Corporate Social Marketing, but there may be little time left. so that this concept also finds its roots in SMEs.
