Enríquez García, H. C.
3
Vol. 9, núm. 25 / enero – abril del 2024
The results suggest that this firm is partially socially responsible and partially creates shared value (CSV). Studies like this are important for contributing to the discussion on the significance and relevance of companies engaging in activities that create value for society as a whole.
Keywords: Corporate social responsibility, creation of shared value, Bimbo.
Resumen
El propósito de esta investigación es determinar si una empresa grande y transnacional como Grupo Bimbo es verdaderamente una empresa socialmente responsable de acuerdo con los criterios y teorías discutidas en este artículo. La estrategia de innovación de la Responsabilidad Social Corporativa (RSC) ha sido adoptada en múltiples firmas para tener ventajas competitivas y con fines de mejorar a marca. En este caso, corresponde esta empresa mexicana, una de las líderes en producción de alimentos en todo el mundo. Los materiales y métodos realizados fueron: entrevistas confidenciales con personal clave e investigación documental a través de fuentes oficiales de la empresa y con evidencias recolectadas para acreditar lo establecido.
Los resultados sugieren que esta empresa es parcialmente socialmente responsable y parcialmente creadora de valor compartido (CSV). Este tipo de estudios son importantes en términos de contribuir a la discusión sobre la importancia y relevancia de las empresas para involucrarse en actividades que crean valor para la sociedad.
Palabras clave : Responsabilidad social corporativa, creación de valor compartido, Bimbo.
Introduction
Large companies are increasingly focused on providing social value as an innovation strategy. While product added value, quality, durability, and customer satisfaction are no longer considered CSR attributes, these companies are striving to shift to a new paradigm where they give back to society what they have received from consumers. In other words, it is becoming more prestigious and important for companies to take on a new, altruistic, and seemingly selfless role. As a result, corporations are adopting innovative strategies called “Corporate Social Responsibility, ” where they advertise the positive impact, they have on their environment to improve their reputation. However, is what they do really enough? Is it a strategy of hypocrisy? Is it just a marketing tactic at its core?
Meanwhile, Porter (2016) defines Creating Shared Value (CSV) when the business involvement is going beyond just satisfying customer needs and addressing fundamental societal needs through its business model. Traditionally, businesses have operated with the mindset of running their operations and considering their social impact as a separate matter.
On the other hand, Tiwari, Santhose, Mishra, & Sundararaj (2021) argue that corporate hypocrisy occurs when companies or organizations publicly claim to do something significant that generates corporate social responsibility but end up doing something entirely different. Antonetti, Bowen, Manika, & Higgins (2020) explain that a chronic wave of corporate scandals over the past decade has threatened society ’s trust in businesses.
Siegel & Vitaliano (2007) suggest that firms engage in socially responsible behavior because they expect to benefit from these actions. Such benefits may include an