La adopción de perspectiva y la comunicación de la responsabilidad social corporativa: una revisión conceptual

  • Miguel Fernando Reyes Velasco UNIVERSIDAD DEL VALLE
  • Héctor Augusto Rodríguez Orejuela
Palabras clave: Responsabilidad social corporativa (RSC), adopción de perspectiva, empatía, comunicación, marketing

Resumen

Este es un primer producto en el marco de una investigación en curso enfocada en las comunicaciones de la responsabilidad social corporativa (RSC). Pomering y Dolnicar (2009) expresan que las empresas cometen fallos en los procesos de comunicación de la RSC, uno de ellos es no conseguir la sensibilización de los consumidores con respecto a estas actividades de RSC, precisamente por la falta de comunicación de los programas o por la mínima conciencia de los consumidores de la importancia de las actividades de RSC. Encontrar la manera más efectiva de mantener informados a los consumidores, sin perder la credibilidad, desempeña un papel importante en los objetivos estratégicos de la RSC (Bhattacharya y Sen, 2004). En el marco del modelo de comunicaciones de la RSC, surge la adopción de perspectiva (empatía cognitiva, rol taking, perspective taking) como un concepto que hasta ahora no ha sido analizado a la luz de la literatura en las comunicaciones del marketing y el comportamiento del consumidor, como alternativa en el diseño del contenido de mensajes relacionados y dirigidos a influir en los stakeholders. Se hace una revisión de los conceptos y sus alternativas.

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Biografía del autor/a

Miguel Fernando Reyes Velasco, UNIVERSIDAD DEL VALLE

Docente Investigador, Adminstrador de Empresas, Especialista en Marketing Estratégico, Magister en Ciencias del a Organización y Candidato a Doctor en Adminsitración de la Universidad del Valle.

Héctor Augusto Rodríguez Orejuela
Doctor en Ciencias de la Empresa de la Universidad de Murcia, España. Profesor titular y de tiempo completo de la Facultad de Ciencias de la Administración de la Universidad del Valle, Colombia. Correo electrónico: augusto.rodriguez@correounivalle.edu.co

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Publicado
2018-06-30
Cómo citar
Reyes Velasco, M. F., & Rodríguez Orejuela, H. A. (2018). La adopción de perspectiva y la comunicación de la responsabilidad social corporativa: una revisión conceptual. Revista Facultad De Ciencias Económicas, 26(2), 99-114. https://doi.org/10.18359/rfce.2888
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