The corporate social initiatives. Les iniciatives socials corporatives

Abstract

In recent decades, public and institutional concern about environmental degradation and social sensitivity in business development have been on the rise. Consequently, many companies are carrying out social initiatives aimed at the community in which they are located. In order to understand how this corporate social commitment can and should be managed, this paper analyses the concepts of social action, CSR and sustainability in which these initiatives are usually framed, and the forms of patronage and sponsorship in which they are legally instrumentalised. The analysis reveals the need for a dialogue with the community to understand their expectations and integrate them into the corporate strategy. For figuring out this dialogue, a quantitative research has been conducted. Based on research and theoretical and legal analysis, the integration of CSR and sustainability and the use of theconvenio de colaboración - a figure of patronage - is the most appropriate strategy for the implementation of social initiatives.