CORPORATE SOCIAL RESPONSIBILITY: BUSINESS AND COMMUNITY AS A MANAGEMENT STRATEGY

Abstract

Organizations are required to act and be leaders in the construction of corporate social responsibility strategies that allow them to generate­ a positive impact on society, conceiving the good practices of Corporate Social Responsibility as a business management tool, integrating social, environmental and economic aspects, committed to the development of the community in their area of influence. Thus, this research focuses on the characterization of social responsibility practices in the dimension "Active participation and community development", as indicated in the parameters of the ISO 26000 standard, in 117 service sector companies in the city of Ocaña, with a non-experimental quantitative approach of a descriptive cross-sectional type. The first part of this research reviews the literature on corporate social responsibility, active participation and community development. Subsequently, the methodology and results of the research are presented, showing that service sector companies in the city of Ocaña give preference to products and services from local suppliers and recognize communities as part of their business activities,  however, they must implement actions of social responsibility practices aimed at recognizing the community as a significant part of their business and decision-making processes, as well as the implementation of social projects, citizen participation programs, and the execution of strategies to register, control and monitor complaints about the impact of the operations developed in the community in their area of influence.