The Social Return of Investment: Is it Possible to Measure the Impact of the Diffusion of a Corporate Social Responsibility Project?

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

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Issue: Vol. 16 No. 26 (2014): (January-June)
Section Articles


Keywords: 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.

Main Article Content

Authors

César Sáenz Acosta Universidad ESAN (Perú)
José Ventura Egoávil Universidad ESAN (Perú)
Abstract
In this document, which is the result of a research project, the influence of attitudinal change and its internal diffusion among the users of a Social Responsibility Project is appraised against the achievement of the purposes of that project. The case study method was used. The target audience consisted of entrepreneurs who participated in a capability development program in a social responsibility project in the telecommunications sector. The results show that 1) the creation of behavioral change, and more specifically, its rapid diffusion among users of the project, have a positive effect in the accomplishment of its objectives, 2) this effect may be estimated by means of Social Return on Investment (sroi), and 3) companies that favor Social Responsibility projects can improve their performance if they bring about behavioral change among their users or beneficiaries
Author Biographies

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.
How to Cite
Sáenz Acosta, C., & Ventura Egoávil, J. (2014). The Social Return of Investment: Is it Possible to Measure the Impact of the Diffusion of a Corporate Social Responsibility Project?. Revista Universidad Y Empresa, 16(26), 31–64. https://doi.org/10.12804/rev.univ.empresa.26.2014.01
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