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Relevancia del análisis del contexto competitivo en los aportes sociales de las empresas

Author

Listed:
  • Magdalena Aninat

    (Universidad Adolfo Ibáñez)

  • Isidora Fuenzalida

    (Consultora independiente)

Abstract

Considerando que hoy las empresas aportan el 84 por ciento de las donaciones registradas en Chile, es relevante que las contribuciones sociales corporativas generen valor para la sociedad. La literatura destaca que la adopción de un enfoque estratégico en los aportes sociales corporativos permite alinear la competitividad de las empresas con la generación de beneficios sociales de mayor valor, al comprometer al donante en una mirada de largo plazo. Este enfoque permite, también, concebir el ámbito de la acción filantrópica como parte de las dimensiones sociales del contexto en que participa. Mediante el uso de una encuesta, este artículo comprueba que sí existe una correlación entre el análisis del contexto competitivo para la definición de los aportes sociales corporativos y la adopción de un enfoque estratégico en la filantropía corporativa. Asimismo, permite identificar que existe una tendencia positiva entre empresas que realizan análisis de contexto competitivo para definir sus aportes sociales e indicadores de valorización de mercado.

Suggested Citation

  • Magdalena Aninat & Isidora Fuenzalida, 2018. "Relevancia del análisis del contexto competitivo en los aportes sociales de las empresas," Estudios Públicos, Centro de Estudios Públicos, vol. 0(151), pages 29-57.
    • Handle: RePEc:cpt:journl:v::y:2018:i:151:p:29-57
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    References listed on IDEAS

    as
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    More about this item

    JEL classification:

    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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