Competitividad y responsabilidad social desde la comunicación de la ciencia
Resumen
Este artículo analiza la articulación de la comunicación de la ciencia y la responsabilidad social corporativa, como generadora de ventaja competitiva en el mercado de las empresas. La responsabilidad social corporativa, es un es un modelo de negocios autorregulado que apoya a las empresas a ser socialmente responsables respecto a sí mismas y sus grupos de interés; y que impacta en la generación de ventaja competitiva por incidir en el desempeño de la empresa, su reputación e imagen. La metodología utilizada en esta investigación está centrada en la revisión del estado del arte de este tema, poco explorado; así como en las experiencias documentadas de la responsabilidad social corporativa y el impulso a la divulgación científica como mecanismo para agregar un valor público, impactar en las actitudes e intenciones del consumidor o ciudadano y promover ventajas competitivas. Los resultados indican que existe un triángulo virtuoso entre las empresas, la responsabilidad social y la comunicación científica, como condición necesaria para el éxito de las empresas que contienen un diferenciador de utilidad ante la competencia, pudiendo concluir que la comunicación de la ciencia como estrategia de la RSC es un factor que impacta fuertemente en la generación de ventaja competitiva, incide en la reputación e imagen, concretando una actitud positiva del consumidor hacia los productos de las empresas.Citas
Abebe, M. y Cha, W. (2018). The effect of firm strategic orientation on corporate philanthropic engagement. Management Decision, 56(3). 515-533.
Alcíbar, M. (2015). Comunicación Pública de la Ciencia y la Tecnología: una aproximación crítica a su historia conceptual. Arbor, 191(773), 1-10, https://doi.org/10.3989/arbor.2015.773n3012
Almquist, E., Senior, J. y Bloch, N. (2016). The Elements of Value. Harvard Business Review.
Al-Najjar, F. (2016). Social Responsibility and its Impact on Competitive Advantage (An Applied Study on Jordanian Telecommunication Companies). International Journal of Business and Social Science, 7(2). 114-124
Arena, M., Azzone, G. y Mapelli, F. (2017). What drives the evolution of Corporate Social Responsibility strategies? An institutional logics perspective. Journal of Cleaner Production, 171, 345-355
Beal, R. y Lockamy III, A. (1999). Quality differentiation for competitive advantage: a contingency approach. European Journal of Innovation Management, 2(2). 71-81
Belinda, C., Westerman, J. y Shawn, B. (2018). Recruiting with ethics in an online era: Integrating corporate social responsibility with social media to predict organizational attractiveness. Journal of Vocational Behavior, 109, 101-117. https://www.sciencedirect.com/science/article/abs/pii/S0001879118301118
Biever, C. (2013). It is time to train atoms to do what we want. New Scientist, 217 (19), 25.
Bucchi, M. y Trench, B. (2016). Science Communication and Science in Society: A Conceptual Review in Ten Keywords. Italian Journal of Science & Technology Studies, 7(2). 151-168
Business School Publishing Corporation. USA.
Capriotti, P. (2009). Branding Corporativo, Colección Libros de la empresa. Business School Universidad Mayor. Santiago de Chile
Caroll, A. (1979). A Three-Dimensional Conceptual Model of Corporate Perfomance. Academy of Management Review, 4(4). 497-505
Cattani, G., Dunbar, R. y Shapira, Z. (2017). How Commitment to Craftsmanship Leads to Unique Value: Steinway & Sons’ Differentiation Strategy. Strategy Science, 2(1). 13-38 https://doi.org/10.1287/stsc.2017.0024
Christensen, K. (2010). Defining customer value as the driver of competitive advantage, Strategy & Leadership, 38(5). 20-25. https://doi.org/10.1108/10878571011072048
Deng, X., Kang, J. y Low, B. (2013). Corporate social responsibility and stakeholder value maximization: Evidence from mergers. Journal of Financial Economics, 110(1). 87-109
Douglas, A., Douglas, J. y Davies, J. (2010). Differentiation for competitive advantage in a small family business. Journal of Small Business and Enterprise Development, 17(3). 371–386. https://doi.org/10.1108/14626001011068680
Erhemjamts, O., Li, Q. y Venkateswaran, A. (2013). Corporate Social Responsibility and Its Impact on Firms’ Investment Policy, Organizational Structure, and Performance. Journal of Business Ethics, 118(2). 395-142
Fischhoff, B. y Scheufele, D. A. (2012). The Science of Science Communication. USA: The National Academy of Science.
Foss, N. y Klein, P. (2018). Stakeholders and Corporate Social Responsibility: An Ownership Perspective, Sustainability. Advances in Strategic Management, 38, 17-35. https://doi.org/10.1108/S0742-332220180000038005
Galant, A. y Cadez, S. (2017). Corporate social responsibility and financial performance relationship: a review of measurement approaches. Economic Research-Ekonomska Istraživanja, 30(1). 676-693
García-Hernández, M., Martínez-Rodrigo, E., Victoria (2017). Responsabilidad social corporativa, divulgación científica y Pymes biotecnológica. Una propuesta de punto de partida. Universia Business Review, 53(1), 108-149
García-Madariaga, J. y Rodríguez-Rivera, F. (2017). Corporate social responsibility, customer satisfaction, corporate reputation, and firms’ market value: Evidence from the automobile industry. Spanish Journal of Marketing- ESIC, 1(1). 39-53
Gorski, H., Fuciu, M. y Croitor, N. (2014). Research on Corporate Social Responsibility in the Development Region Centre in Romania. Procedia Economics and Finance, 16(1), 224-233
Helms, M. (1996). Perspective on quality and productivity for competitive advantage. The TQM Magazine, 8(3). 5-10. http://dx.doi.org/10.1108/09544789610118403
Hu, S., Li, Z., Zhang, J. y Junming, Z. (2018). Engaging scientists in science communication: The effect of social proof and meaning. Journal of Cleaner Production, 170(1). 1044-1051
Jucan, M. y Cornel, N. (2014). The Power of Science Communication. Procedia-Social and Behavioral Sciences, 149 (1). 461-466
Krishnamurti, C., Shams, S. y Velayutham, E. (2018). Corporate Social Responsibility and Corruption Risk: A Global Perspective, Journal of Contemporary Accounting & Economics, 14(1). 1-21, https://doi.org/10.1016/j.jcae.2018.02.002
Lee Eun-Mi, L., Hyun, L., Pae; J. y Park; S. (2016). The important role of corporate social responsibility capabilities in improving sustainable competitive advantage, Social Responsibility Journal, 12(4). 642-653
Lee, E. y Yoon, S. (2018). The effect of customer citizenship in corporate social responsibility (CSR) activitieson purchase intention: the important role of the CSR image. Social Responsibility Journal, 14(1). 753-763
Maslow, A.H. (1943). A Theory of Human Motivation. Psychological Review, 50(1). 370-396
Office of Science and Technology and Wellcome Trust (2000). Science and the public: A review of science communication and public attitudesto science in Britain,. https://url2.cl/zZV6y
Porter, M. (1985). Competitive Advantage. Creating and Sustaining Superior Performance. The Free Press: New York.
Porter, M. (2008a). What is Strategy, On Competition Book. Capítulo 2, Harvard
Porter, M. (2008b). The Five Competitive Forces That Shape Strategy. Harvard Business Review. 78-93
Prajorgo, D. (2007). The relationship between competitive strategies and product quality. Industrial Management & Data Systems, 7(1). 69-83
Ramanathan, R., Poomkaew, B. y Nath, P. (2014). The impact of organizational pressures on environmental performance of firms. Business Ethics, 23(2), 169-182. https://doi.org/10.1111/beer.12042
Rocco, T. y Plakhotnik, M. (2009). Literature Reviews, Conceptual Frameworks, and Theoretical Frameworks: Terms, Functions and Distinctions. Human Resource Development Review, 8(1). 120-130.
Rodríguez-Fernandez, M. (2016). Social responsibility and financial performance: The role of good corporate governance. BRQ Business Research Quarterly, 19(2). 137-151
Saeidi, P, Sofian, S., Parvaneth, S., Sayydeh, P. y Saaeidi, S. (2015). How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research, 68(2), 341-350, https://doi.org/10.1016/j.jbusres.2014.06.024
Servaes, H. y Tamayo, A. (2013). The Impact of Corporate Social Responsibility on Firm Value: The Role of Customer Awareness. Management Science, 59(5). 1045-1061
Sisgalas, C. (2015). Competitive advantage: the known unknown concept. Management Decision, 53(9), 2004-2016. https://doi.org/10.1108/MD-05-2015-0185
Smith, N. (2015). General Electric Experiments with Emoji Marketing. Data Strategy Technology. https://url2.cl/JZADu
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104(1). 333-339.
Strategic Direction (2018). The role of CSR in business strategy: Maintaining competitive advantage with a clearly-defined CSR programme. Strategic Direction, 34(10). 13-15.
Turker, D. (2013). Philantropic CSR en Encyclopedia of Corporate Responsibility. Springer.
UNESCO (2018). Premios Internacionales L’Oréal-UNESCO para Mujeres en la Ciencia 2019. UNESCO. http://www.unesco.org/new/es/media-services/single view/news/the_loreal_unesco_for_women_in_science_international_awa/
Válová, A. y Formánková, S. (2014). Corporate Philanthropy in the Czech Republic. Procedia Economics and Finance, 12(1). 725-732
Wittermore, R. y Knafl, K. (2005). The integrative review: updated methodology. Journal of Advanced Nursing, 52(1). 546-553 https://doi.org/10.1111/j.1365-2648.2005.03621.x.
.png)
