Prologue - Business goals and social commitment - Libros y Revistas - VLEX 787489189
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Prologue

Document Citado por Relacionados
Vincent
AutorJosé Camilo Dávila - Carlos Dávila - Lina Grisales - David Schnarch
Páginasxiii-xviii
· xiii ·
PRoloGUe
B   , , and respectful of the environment;
human rights, codes of ethics and best practices – these are some of the terms
that since the s have been shaping a new reality characteristic of the evolu-
tion of business in today’s economy. Such terminology, collectively referred to as
Corporate Responsibility or Social Responsibility, shows the growing emphasis
on business and government attention to the collective interests aected by the
company (employees, customers, suppliers, creditors and the general public)
that have no ability to inuence the rm’s direction, as opposed to the manage-
ment team and shareholders or owners. However, beyond the fact that rms, and
even governments, can integrate and use this reality as part of their competitive
strategy, and even adapt to it as part of a marketing strategy, it is undeniable that
this phenomenon highlights the continuing need for the capitalist economy to
rebalance the constant mismatch between the social and economic. Companies
must reconcile the interests of groups aected by each company’s actions with
the benets derived by its owners and managers.
is book also addresses social values and economic values in the business
world. It is a text unlike many business and management titles that ll publishers’
catalogues; it is not a treatise on the burgeoning eld (academically and popu-
larly) of Corporate Social Responsibility. It is a study – admirable as a research
exercise in Social Sciences – of a century of experience organizing business in a
country, Colombia, which has two centuries of history as an independent state
and is currently characterized as emerging. In this case the social and economic
both have permeated the daily work of the organization under study; they have
been two sides of the same coin, or at least that was the main purpose that guided
its leaders from its inception to the present time.

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