La responsabilidad social como estrategia en las microempresas comerciales de la ciudad de Machala.

Abstract

Corporate social responsibility should be considered as an organizational strategy that enables sustainable progress in the economic, environmental and social spheres. This implies a commitment on the part of the main actors, which are the companies, the state and the stakeholders, since they play a fundamental role. The objective of this research is to analyze social responsibility as an organizational strategy in commercial microenterprises in the city of Machala. The study was developed according to a qualitative-quantitative methodology using a theoretical and sectional review, so that a population was determined in order to calculate the sample to which we would proceed to apply a survey that served to collect primary information about the sector which we wanted to know. As a result, it was found that in the city of Machala there is very little interest in CSR practices based on several factors, so it should be considered to promote training in this sector and also to apply established laws that suit organizations strategically. It is concluded that responsibility contributes favorably to organizations by providing them with an image or brand valuation, competitive advantage and consumer loyalty, therefore, its application is efficient.