Responsabilidad social y empresa sostenible
- Bajo Sanjuán, Anna
- González Álvarez, Marta
- Fernández Fernández, José Luis
ISSN: 2174-0992
Year of publication: 2013
Issue Title: Retos de la radio en los escenarios de la convergencia digital
Issue: 5
Pages: 223-243
Type: Article
More publications in: adComunica: revista científica de estrategias, tendencias e innovación en comunicación
Abstract
Business organizations, including those in the media sector, fulfill an important role in society, particularly within the scope of globalization where their impacts multiply exponentially in several dimensions such as the economic, social and environmental ones. The actions of every business, irrespective of size, sector or market, generate both positive and negative impacts, for which they are certain to become accountable to an increasingly demanding society. This responsibility must be taken from the conscience of ethical practice, which whether they like it or not, businesses are forced to conduct in order to legitimise their existence. The article which we are presenting should provide the reader a deeper knowledge of the concept of Corporate Social Responsibility, the social actors that are affected by it and the motivations that drive organisations to incorporate it as a strategic part of their management as well as the initiatives and mechanisms that favor its establishment. We finalise with a reflection on the so far generally poor result of incorporating CSR into the corporate world except for a representative minority which seems to have understood that, particularly in times of crisis, betting on sustainability is the only path to subsistance and long term success.
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