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¿Qué piensan los directores europeos sobre los riesgos y oportunidades de la comunicación de la Responsabilidad Social Corporativa?

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Resumen

Tras los múltiples escándalos corporativos, el compromiso social y ético de las compañías con la sociedad ha aumentado considerablemente, sufriendo estas una presión para comunicar información relacionada con la Responsabilidad Social Corporativa (RSC). Sin embargo, la comunicación de la RSC no resulta del todo sencilla para sus responsables. A veces, esta es percibida como un modo de perseguir un objetivo oportunista así como una herramienta de marketing con el fin de ofrecer una imagen de empresa responsable que tiene en cuenta a todos sus stakeholders o grupos de interés. El presente artículo revisa las principales aportaciones académicas sobre la comunicación de la RSC y los riesgos asociados a dicha comunicación. A través de entrevistas a los directores responsables de la comunicación de la RSC en las 250 principales compañías europeas, se estudian las opiniones y puntos de vista sobre la comunicación de la RSC. El objetivo del estudio es conocer qué piensan estos directores sobre los riesgos y oportunidades inmersos en la comunicación de la RSC. Del mismo modo se intenta dar una visión sobre las cuestiones problemáticas que pueden encontrar estos directores en el ejercicio de la comunicación de la RSC. 

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