RLCS, Revista Latina de Comunicación Social, 72 – Pages 1,063 a 1,084 Research | DOI:10.4185/RLCS-2017-1207-58en| ISSN 1138-5820 | Year 2017
How to cite this article in bibliographies / References E Barrio Fraile, AM Enrique Jiménez, J Benavides Delgado (2017): “The CSR management process. Case study”. Revista Latina de Comunicación Social, 72, pp. 1,063 a 1,084. http://www.revistalatinacs.org/072paper/1208/58en.html DOI: 10.4185/RLCS-2017-1208en
The CSR management process. Case study Estrella Barrio Fraile [CV] [ estrella.barrio@uab.cat
ORCID] [
Ana María Enrique Jiménez [CV] [ (Spain) - anamaria.enrique@uab.cat
GS] Universitat Autònoma de Barcelona (Spain) –
ORCID] [
GS] Universitat Autònoma de Barcelona
Juan Benavides Delgado [CV] Universidad Complutense de Madrid (Spain) juanbenavides@ccinf.ucm.es
Abstract Introduction: We are living a moment of change in business context, which directly affects organizations’ behaviour with society, through which a proper management of Corporate Social Responsibility (CSR) satisfies its stakeholders' interests. Methodology: The aim of this research is to analyse, focused on the Unilever Spain case study, how the different phases of the CSR management process are articulated. Results and conclusions: The results show that the development of the different phases has consequences in the own nature of the CSR management, being the main ones: transversality, transparency and dynamism. This research also provides an interesting contribution to the management of consumer values (linked to a product brand) and its relation to the company's intangibles. Keywords Communication; SCR, stakeholders, management, case, Unilever. Contents 1. Introduction. 2. State of the art. 2.1. Corporate Social Responsibility concept. 2.2. Corporate Social Responsibility management process. 2.2.1. Environment evaluation. 2.2.2. Planning. 2.2.3. Implementation. 2.2.4. Monitoring and control. 2.2.5. Communication. 2.2.6. Feedback. 3.
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