Strategies of corporate social responsibility in latin america: a content analysis in the extractive industry
| Autor | Jose Satsumi Lopez-Morales - Isabel Ortega- Ridaura - Ignacio Ortiz- Betancourt |
| Cargo | Ph.D. in Administrative Sciences, Universidad Cristobal Colon, México - Ph.D in Social Sciences, Universidad Autonoma de Nuevo León, México - Ph.D. in Public Finances, Universidad Veracruzana |
| Páginas | 115-135 |
115
AD-MINISTER
JOSÉ SATSUMI LÓPEZ
MORALES
ISABEL
ORTEGARIDAURA
IGNACIO
ORTIZBETANCOURT
JEL: M, M
Received: 04/03/2017
Modified: 16/08/2017
Accepted: 22/09/2017
DOI: 10.17230/ad-minister.31.7
www.eafit.edu.co/ad-minister
Creative Commons (CC BY-NC- SA)
JOSÉ SATSUMI LÓPEZMORALES, ISABEL ORTEGARIDAURA, IGNACIO ORTIZBETANCOURT
ABSTRACT
Latin American countries are rich in natural resources. In this regard, the extractive industry in the region
is globally important. Consequently, the aim of this paper is to analyze the presence of the dimensions
of Corporate Social Responsibility (CSR) in the strategies of the main extractive companies in Latin Ame-
rica, which include those listed in the ranking from “The greatest 500 companies of Latin America” from
America Economía Magazine. In order to reach this assessment, a qualitative technique utilizing content
analysis was carried out using the corporate web pages as a source of data. In addition, a matrix using
13 dimensions of CSR was developed to guide the research. 76 firms were identified from the extractive
industry in Latin America, operating only in the mining and oil sectors. The main findings suggest that
the majority of firms consider at least two dimensions of CSR, and that those such as the sustainable
development and environment were those mentioned most. By country, Colombia shows the highest
percentage of presence for these dimensions (86.2%). In addition, EXXONMOBIL and Carbones el Ce-
rrejon (that operate in Colombia) include 100% of the dimensions. Future research will be important in
order to analyze the extent to which the dimensions are fulfilled in practice, and to carry out comparative
studies with other regions and industries.
KEYWORDS
Corporate Social Responsibility, Latin America, Extractive Industry, Mining Sector, Oil Sector.
RESUMEN
Los países latinoamericanos son ricos en recursos naturales. En este orden de ideas la industria ex-
tractiva de la región es importante a nivel mundial. El objetivo de este trabajo es analizar la presencia
de las dimensiones de la Responsabilidad Social Corporativa (RSC) en las estrategias de las principales
empresas extractivas en América Latina incluidas en el ranking “Las 500 mayores empresas de América
Latina” de la revista América Economía. Para alcanzar este objetivo se utilizó una técnica cualitativa de
análisis de contenido usando como fuentes de datos las páginas corporativas. Además una matriz de 13
dimensiones de RSC fue desarrollada para guiar esta investigación. Fueron identificadas 76 empresas de
la industria extractiva en América Latina que operan únicamente en los sectores petroleros y mineros.
Los principales hallazgos sugieren que el total de las compañías consideran al menos dos dimensiones
de RSC y las dimensiones tales como desarrollo sustentable y medio ambiente fueron las más mencio-
nadas. Asimismo por país Colombia muestra los más altos porcentajes de presencia de las dimensiones
1 Ph.D. in Administrative Sciences, Universidad Cristobal Colon, México. Full Time Professor, Econom-
ic- Administrative Sciences Department, Instituto Tecnologico de Veracruz, México. E-mail: jsatsumi@
gmail.com
2 Ph.D in Social Sciences, Universidad Autonoma de Nuevo León, México. Professor, UCC Business
School, Universidad Cristobal Colon, Mexico. E-mail: ioridaura@gmail.com.
3 Ph.D. in Public Finances, Universidad Veracruzana. Full Time Professor, Administration Faculty in
Veracruz Region, Universidad Veracruzana, México. E-mail: Ignacio.ortizbetancourt@gmail.com
AD-minister Nº. 31 julio-diciembre 2017 pp. 115 - 135 · ISSN 1692-0279 · eISSN 2256-4322
STRATEGIES OF CORPORATE SOCIAL RESPONSIBILITY IN LATIN
AMERICA: A CONTENT ANALYSIS IN THE EXTRACTIVE INDUSTRY
ESTRATEGIAS DE RESPONSABILIDAD SOCIAL CORPORATIVA EN AMÉRICA LATINA: UN ANÁLISIS DE CONTENIDO
EN LA INDUSTRIA EXTRACTIVA
José Satsumi López-Morales · Isabel Ortega-Ridaura · Ignacio Ortiz-Betancourt
Strategies of corporate social responsibility in Latin America: a content analysis in the extractive industry
116
AD-MINISTER
(86.2%). Además, EXXONMOBIL y Carbones el Cerrejón (que opera en Colombia) tienen el 100% de las dimen-
siones. Como futuras investigaciones es importante analizar el grado en el cuál las dimensiones son realmente
cumplidas en la práctica y llevar a cabo estudios comparativos con otras regiones e industrias.
PALABRAS CLAVE
Responsabilidad Social Corporativa, América Latina, Industria Extractiva, Sector Minero, Sector Petrolero.
INTRODUCTION
For many years, the emergence of Corporate Social Responsibility (CSR) included in
company strategies has been a subject of study (Brew, Junwu and Addae- Boateng,
2015; Capriotti and Moreno, 2007). According to the literature, CSR participation in
these strategies plays such roles as: a marketing element, provide legitimacy and
positive impressions, improve the company’s reputation, and generate competitive
advantage (Wendlandt-Amezaga, Valdés-Cuervo, Carlos-Martínez & Ochoa- Silva,
2015; Madorran & García, 2016). Hence the importance of the presence of CSR
included in the dierent companies’ tactics and strategies.
CSR is a term that encompasses the contributions and consequences of the
activities of companies (Sarmiento, 2008; Carroll, 1999; Carroll, 1979). It is closely
related to business practice and the impact it has on its environment. Additionally,
the role that CSR plays in the development of a company’s environment, provides for
important contributions in the community in which it operates.
While all companies have a commitment to the community and the surrounding
environment in which they operate, extractive industries, considered as one of the
most disruptive for the environment (Jenkins & Yakovleva, 2006; CIDSE, 2009;
Lemieux, 2010) have an even greater commitment. Additionally, in several countries,
companies belonging to this industry have suered from the impact of serious
questioning and penalties for the damage caused to the ecosystem. Therefore,
it is vital that these companies somehow reduce their negative perception while
including CSR in their strategies.
There are dierent sectors within the extractive industry. According to the North
American Industry Classification (NAICS) they include: agriculture, forestry, fishing,
hunting, mining, quarrying, oil and gas extraction. What these industries share in
common is that their core business implies the exploitation of natural resources.
This paper is of an empirical nature and analyzes the presence of 13 dimensions
of CSR in the key strategies of the main Latin American companies from the
extractive industry. In order to achieve the paper’s aim, a content analysis was done
on the institutional websites of the main companies from the extractive industry in
the region, which also appeared in the ranking “The greatest 500 companies of Latin
America” from the Chilean magazine “America Economia,” in an eort to identify the
activities in the CSR line.
This research has several implications for business practice. First, is the
analysis of those strategies which lead to establishing concordance between
business strategy and actual decisions taken throughout the dierent areas of the
organizations. Second, is highlighting the range of actions that dierent companies
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