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URI permanente para esta colecciónhttps://hdl.handle.net/20.500.12640/4067
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Ítem Acceso Abierto Discusión de los roles de las actividades de la empresa, los consumidores y los grupos de interés en el cambio del valor de las marcas(Escuela de Posgrado Newman S.A.C., 2023-01-30) Reynoso Espinoza, Deivit Wilfredo; Arbaiza Fermini, LydiaThis essay discusses some of the groups and roles that should be considered in the analysis of brand value changes. The active and passive roles that they have are considered: the activities of the company, the interest groups of the company and the consumers. The activities of the companies are linked to the value of the brands directly through their products, but especially through the experience, identity, and morality of their processes. Stakeholders add the perspective generated by the company's ethical image to the value of brands, such as environmental responsibilities, their integrity, and the creation of shared value. Consumers are the main modifiers of brand value. These not only link the value of the product acquired with the satisfaction of the need, but also add social constructs that identify, distinguish, and can classify companies, modifying their value, thanks to physical and virtual word of mouth (social networks). This essay is especially important because in recent years the number of companies whose brands exceed their traditional assets in value has increased, and additional analysis is needed to understand this phenomenon.Ítem Acceso Abierto Responsabilidad social: un acercamiento a la perspectiva de los ejecutivos peruanos(Universidad del Rosario, 2012-02-01) Jáuregui Machuca, KetyIn recent years the issue of social responsibility is becoming more important, which is reflected in the companies have incorporated it into their agenda of interests. In this sense, the article is intended to make a first approach to the level of implementation efforts, as well as their prospects for the future. We interviewed a total of 144 people representing different economic sectors. We conclude that the majority of executives do not have a clear understanding of the modern concept of RS nor of its benefits, it limits the concept to philanthropy and actions are oriented to the community and environment.Ítem Acceso Abierto Estrategias innovadoras: responsabilidad social corporativa y confianza de los inversionistas, un estudio exploratorio en mercados emergentes(Universidad de Los Andes, 2020-12-01) Lizarzaburu B., Edmundo R.; Del Brío, JesúsThis research analyzes how innovative strategic actions in matters of Corporate Social Responsibility (CSR) have taken on greater importance due to regulatory changes, economic events, milestones and others. These actions have a direct relationship on investor confidence and depending on the action there is a different impact on the confidence level. To measure this relationship, it was necessary to use a quantitative methodology with a data collection supported by an entity in the peruvian banking sector, to later find the econometric relationships between the variables and understand how investor confidence is affected by strategic actions of Corporate Social Responsibility.Ítem Acceso Abierto El retorno social de la inversión: ¿se puede medir el impacto de la difusión de un proyecto de responsabilidad social empresarial?(Universidad del Rosario, 2014-12-08) Sáenz Acosta, César; Ventura Egoávil, JoséIn this document, which is the result of a research project, the influence of attitudinal change and its internal diffusion among the users of a Social Responsibility Project is appraised against the achievement of the purposes of that project. The case study method was used. The target audience consisted of entrepreneurs who participated in a capability development program in a social responsibility project in the telecommunications sector. The results show that 1) the creation of behavioral change, and more specifically, its rapid diffusion among users of the project, have a positive effect in the accomplishment of its objectives, 2) this effect may be estimated by means of Social Return on Investment (sroi), and 3) companies that favor Social Responsibility projects can improve their performance if they bring about behavioral change among their users or beneficiariesÍtem Acceso Abierto Los desafíos éticos en la globalización(Universidad Sergio Arboleda, 2017-01-06) Debeljuh, Patricia; Jauregui Machuca, Kety LourdesThe globalization extends with great speed and complexity, affecting economic, cultural and social order of the countries. This phenomenon can be a great growth opportunity for businesses but in turn, it could become a threat to those who have not developed a strong culture focused on values. In this context, the aim of this article is to reflect on the importance of ethics in globalization and it discusses some initiatives of global ethics codes. The global ethical codes are those that mark the way and the way of doing business so that globalization becomes an instrument for developing countries.Ítem Acceso Abierto Percepción sobre el desarrollo sostenible de las MYPE en el Perú(Fundación Getulio Vargas, Escuela de Administración de Empresas de São Paulo, 2013-06-04) Hernani Merino, Martín Nelson; Hamann Pastorino, AntonietaThis article assesses the perception of undergraduate students about social responsibility activities implemented by micro and small enterprises (MSEs) in Peru. This article seeks to contribute to a better understanding on how to implement programs about social responsibility in universities. To achieve this objective, a scale was built and applied to 506 college students at five universities. From the results of the study, in general terms, it can be concluded that college students have a low perception about activities of social responsibility applied by the MSES. This conclusion highlights the importance of introducing courses of social responsibility on the curricula of universities to enrich the education and new research on this topic. In consequence, it is recognized the need for an interdisciplinary approach at the theoretical level and an intradisciplinary approach at the practice level. This may ensure the creation and application of new knowledge about social responsibility towards sustainable development.
