Enríquez García, H. C.

14

Vol. 9, núm. 25 / enero abril del 2024 DOI: https://doi.org/10.36791/tcg.v9i25.245

Pp. 2-17

In Mexico there is little research focused on evaluating performance in terms of social responsibility and value generation, which is why this research is relevant. In a way, this type of research ’s encourages companies to always make continuous improvements in each of their processes.

Further, the large firm, Bimbo in Mexico, is partially a company that promotes CSR and CSV. Despite having innovative practices that respect and improve the ecosystem and economic environment, there is still a gap for improvement. In the past, Bimbo had values rooted in the last century, which included discrimination based on religion, physical appearance, or because a lack of recommendation. However, with its new “diversity and inclusion ” model, it represents an important change. Nonetheless, in the 21st century and the new era of capitalism and social inclusion, this company still lags behind in some innovative aspects such as CSR and shared value generation.

On the other hand, we also see how Bimbo helps its traditional channel grow through credit mechanisms and technology support for small retail customers. This helps generate economic value for both sides and is a win-win strategy.

Bimbo has been promoting itself for years on its social networks and website as a good social marketing strategy. However, there are critical aspects that need to be addressed in order to be a model company in the areas of CSR and CSV. The environmental impact of the company still needs work to form a true green supply chain. The CO2 emissions from its vehicles are still high compared to electric vehicles. However, the firm has reached an efficient and sustainable level in the treatment of water, waste, and packaging processes. Perhaps this company should develop new business

models and strategies that effectively address environmental impact while creating value and being profitable.

Additionally, there is a significant lag in promoting healthy products. Some products contain too many sweeteners, including high fructose, which can cause diabetes or obesity problems. This raises questions about whether this corresponds to a practice of Corporate Social Responsibility since a large part of its consumers are children.

References

Abreu, J. L., & Batmanghlich, C. (2014). Corporate Social Responsibility, Human Rights and Discrimination Corporate Social Responsibility, Human Rights and Discrimination. Daena: International Journal of Good Conscience , 9 (3), 205-211.

Antonetti, P., Bowen, F., Manika, D., & Higgins, C. (2020). Hypocrisy in corporate and individual social responsibility: Causes, consequences and implications. Journal of Business Research , 114 , 325-326.

Arlow, P., & Gannon, M. J. (1982). Social responsiveness, corporate structure, and

economic performance. Academy of

Management Review , 7 (2), 235-241.

Aupperle, K. E., Carroll, A. B., & Hatfield, J. D. (1985). An empirical examination of the relationship between corporate social responsibility and profitability. Academy of management Journal , 28 (2), 446-463.