O retorno social da inversão: ¿pode-se medir o impacto da difusão de um projeto de responsabilidade social empresarial?

DOI:  https://doi.org/10.12804/rev.univ.empresa.26.2014.01

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Edição: v. 16 n. 26 (2014): (Janeiro- Junho)
Seção Artigos


Palavras-chave: Cambio de conducta , desarrollo de capacidades , difusión de la innovación , responsabilidad social , retorno social de la inversión. Change of behavior , Development of capabilities , Diffusion of innovation , Social responsibility , Social return on investment. Desenvolvimento de capacidades , difusão da inovação , mudança de conduta , responsabilidade social , retorno social da inversão.

Conteúdo do artigo principal

Autores

César Sáenz Acosta Universidad ESAN (Perú)
José Ventura Egoávil Universidad ESAN (Perú)
Resumo
Neste documento, que é o resultado de um trabalho de pesquisa, se examina a influência que têm a mudança atitudinal e sua difusão interna entre os usuários de um projeto de responsabilidade social (rs), sobre a realização dos propósitos desse projeto. Empregouse o método de estudo de caso. O público objetivo são empreendedores partícipes de um programa de desenvolvimento de capacidades em um projeto de responsabilidade social do setor de telecomunicações. Os resultados mostram: 1) que a geração de uma mudança comportamental, e mais especificamente, sua rápida difusão entre os usuários do projeto, tem um efeito positivo na realização dos objetivos do mesmo; 2) que esse efeito pode-se estimar mediante o Retorno Social da Inversão (Social Return On Investment, SROI), e 3) que as empresas que privilegiam projetos de rs podem melhorar o desempenho dos mesmos se conseguem promover uma mudança comportamental entre seus usuários ou beneficiários.
Biografia do Autor

César Sáenz Acosta, Universidad ESAN (Perú)

Doctor en Administración de Empresas de la Universidad ESADE (Barcelona). Magíster en administración de empresas de la Universidad ESAN (Perú). Profesor de la Universidad ESAN.

José Ventura Egoávil, Universidad ESAN (Perú)

Doctor en Administración de Empresas de la Universidad ESADE (Barcelona). Magíster en administración de empresas de la Universidad ESAN (Perú). Profesor de la Universidad ESAN.
Como Citar
Sáenz Acosta, C., & Ventura Egoávil, J. (2014). O retorno social da inversão: ¿pode-se medir o impacto da difusão de um projeto de responsabilidade social empresarial?. Revista Universidad Y Empresa, 16(26), 31–64. https://doi.org/10.12804/rev.univ.empresa.26.2014.01
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