1. Author: José Luis Ángel
Theme: Responsable de RSC de ESIC y profesor de ESIC
Article Title: The value of RSE in today’s company
The most widely quoted definition about corporate social responsibility
(CSR) reports that it attempts to incorporate social values that prevail in
all its activities and relationships. This entails considerable difficulties. We
can immediately point out two: first is to identify those values and,
second, we must find ways to incorporate them into tasks and processes
that have traditionally been seen as a foreign body.
When facing the first problem, we must consider that social values are not
universal, that their acceptance depends on the countries and cultures in
which the company operates. Moreover, society changes rapidly, and with
it the values it proposes.
To incorporate the previously identified values, moral, social or ecological
parameters that are rarely referred to when making business decisions
must be assessed. We are faced with accepting a new paradigm in which
in equality, social, economic and ecologicaltermsare mixed.
CSR reports show that the benefitsare related, among others, to staff
motivation, the reputation of the brand, corporate image, customer
loyalty and protection against socially reprehensible risks.
However, the company benefits most from the process of ownership and
implementation of social responsibility. This is because CSR, rather than a
theory or a goal, must be understood as an ongoing review process. This
process generates a type of company that is constantly aware of the
changes in society and its interests, expectations and values. A type of
company that identifies, cares for and satisfies the groups that influence
its activity or moreover, are influenced by them. A type of company that
not only cares about financial gain but that includes the creation of
sustainable value for all its stakeholders. A type of company that can
redesign itself to fit with the processes and objectives of the society in
which it exists.
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2. CSR produces this type of company that is aware of the role to be played
in a changing social context and an environmental and economic situation
as uncertain as the present, all in a globalised environment where it is so
important to find and incorporate widely accepted values on which to
base future development.
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