Resumo

RINCON QUINTERO, Yanyn; MONTOYA ALVAREZ, Daniela  e  VELEZ PATINO, Paola. Strategies of Corporate Social Responsibility in the construction sector companies of Medellín. Retos [online]. 2018, vol.8, n.16, pp.79-94. ISSN 1390-8618.  https://doi.org/10.17163/ret.n16.2018.06.

Social responsibility continues to be a topic of special interest for organizations and companies given its correspondence with new global challenges. The purpose of this research is to describe the corporate social responsibility strategies used by companies in the construction sector in Medellín. It is a research developed under the integrated holistic paradigm, under a contemporary cross-sec­tional descriptive design. A literature review was carried out making possible the conceptualization of the object of study. A structured scale based on a questionnaire of 15 items was applied, with information units corresponding to those in charge of the Social Responsibility function of the construction companies subscribed in FENALCO, Antioquia. The findings show that the practice of corporate social responsibility in the companies under study is very new, less than 10 years old. It is focused on strategies oriented towards the community and workers. The research verifies that socially responsible marketing strategies are also applied, using mainly tools related to the environment and which are envisioned as a form of corporate social responsibility in its initial stages. Recommendations include the diversification of social responsibility strategies in correspondence with the factors and indicators that provide the various tools and mechanisms of corporate social responsibility.

Palavras-chave : Social Responsibility; company; organizations; strategy; corporate social responsibility.

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