Abstract
The objective of the present study is to elaborate a proposal of socially responsible practices aimed at the clients of a Mexican business whose commercial activity is the elaboration of products for animal nutrition and which does not at present have a formal CSR approach in their strategy and therefore lacks important competitive advantages for operating in the business market today.A literary revision in which the evolution of CSR was presented was carried out as part of this research. We also analyzed three main models for managing CSR in organizations and made a description of some empiric studies of CSR aimed at clients. In the development of the methodology a case study was used, resulting in a diagnosis of the situation of the business with respect to CSR along with a plan for improvement which contains the socially responsible practice proposals suggested in order to create a value relationship with this particular interest group.It is important to point out that we worked together with the members of the marketing department of the business under study, because it is attending to the needs of the clients, making the employees experience very valuable in determining proposed practices. The results of this research were intended to contribute empirical evidence about the application of CSR in the organizational strategies of emerging-market countries, while increasing existing CSR research in Mexican national industries.
Highlights
There has been an increase in society’s demand for businesess to become transparent in the sustainability of their work and ethical conduct in their business practices with those groups who are affected by their activities
Businesses are interested in adhering to strategic approaches in order to attain sustainable development which translates into wealth for the organization and social benefits for the people (Guibert, 2009). One of these aspects is Corporate Social Responsibility (CSR) which refers to complying with activities with positive repercussions on society (Vergara & Vicaria, 2012), that is, it involves carrying out social or environmental actions which are beneficial to the community as well as a dialogue and interaction with all of the groups with which the organization has relationships (Cajiga, 2009)
It is true that incorporating CSR may imply making investments -at times not minor- added to the efforts of learning a new way of thinking and doing things which may cause resistance to change, in the beginning preventing people from seeing the great benefits these changes will produce in the company as well as for stakeholders
Summary
There has been an increase in society’s demand for businesess to become transparent in the sustainability of their work and ethical conduct in their business practices with those groups who are affected by their activities. Businesses are interested in adhering to strategic approaches in order to attain sustainable development which translates into wealth for the organization and social benefits for the people (Guibert, 2009) One of these aspects is Corporate Social Responsibility (CSR) which refers to complying with activities with positive repercussions on society (Vergara & Vicaria, 2012), that is, it involves carrying out social or environmental actions which are beneficial to the community as well as a dialogue and interaction with all of the groups with which the organization has relationships (Cajiga, 2009). Navarro (2012) points out that a business which does not act responsibly runs the risk of being discredited by consumers, severely affecting the company’s corporate image, reputation and finances. Porter & Kramer (2002, 2006) set forth that the philanthropic activities of a business should improve the work environment in the place where the company carries out its operations and add that organizations should aim at forming a value chain in order to implement CSR actions strategically and operatively
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