Diagnóstico de Responsabilidad Social Empresarial en la División Territorial de ETECSA en Villa Clara
Fecha
2021
Autores
Aguila Ortiz, Claudia Suset
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
La presente investigación se realizó en la División Territorial de la Empresa de Telecomunicaciones de Cuba S.A (ETECSA) en Villa Clara (DTVC), con el objetivo de diagnosticar la responsabilidad social empresarial (RSE) de esta institución. Supuso una demanda de la institución en tanto se interesó por iniciar la gestión de la RSE, para ello el primer paso lo constituyó el diagnóstico, basado en los principios y materias establecidos en la norma internacional ISO 26000:2010. El estudio se orientó por la alternativa metodológica cuantitativa, y como instrumentos de investigación se emplearon la revisión de documentos oficiales, cuestionarios y entrevistas semiestructuradas. El análisis de los datos se realizó mediante el procesamiento estadístico y la triangulación metodológica. Como principal resultado se obtiene el diagnóstico de RSE, y se concluyó que la RSE de ETECSA se concibe desde el cumplimiento con la misión de la empresa y su objeto social, no existe una planificación estratégica; solo se implementan acciones aisladas que tributan a su responsabilidad social. Se recomienda a la empresa gestionar su responsabilidad social desde las estructuras de comunicación.
This research was carried out in the Territorial Division of the Empresa de Telecomunicaciones de Cuba S.A (ETECSA) in Villa Clara (DTVC), with the aim of diagnosing the corporate social responsibility (CSR) of this institution. It was a demand of the institution as it became interested in starting the management of CSR, for this the first step was the diagnosis, based on the principles and matters established in the international standard ISO 26000: 2010. The study was guided by the quantitative methodological alternative, and as research instruments the review of official documents, questionnaires and semi-structured interviews were used. Data analysis was performed through statistical processing and methodological triangulation. As the main result, the CSR diagnosis is obtained, and it was concluded that ETECSA's CSR is conceived from the fulfillment of the company's mission and its corporate purpose, there is no strategic planning; only isolated actions are implemented that pay tribute to their social responsibility. The company is recommended to manage its social responsibility from the communication structures
This research was carried out in the Territorial Division of the Empresa de Telecomunicaciones de Cuba S.A (ETECSA) in Villa Clara (DTVC), with the aim of diagnosing the corporate social responsibility (CSR) of this institution. It was a demand of the institution as it became interested in starting the management of CSR, for this the first step was the diagnosis, based on the principles and matters established in the international standard ISO 26000: 2010. The study was guided by the quantitative methodological alternative, and as research instruments the review of official documents, questionnaires and semi-structured interviews were used. Data analysis was performed through statistical processing and methodological triangulation. As the main result, the CSR diagnosis is obtained, and it was concluded that ETECSA's CSR is conceived from the fulfillment of the company's mission and its corporate purpose, there is no strategic planning; only isolated actions are implemented that pay tribute to their social responsibility. The company is recommended to manage its social responsibility from the communication structures
Descripción
Palabras clave
Diagnóstico, Responsabilidad Social Empresarial, Comunicación