Social Responsibility as a Basis for the Communicational Strategy of Innovative Organizations

• Autor: Betancourt Gamboa, Joel José
• Formato: artículo
• Fecha de Publicación: 2019
• Institución: Universidad Nacional Mayor de San Marcos
• Repositorio: Revistas - Universidad Nacional Mayor de San Marcos
• Lenguaje: español
• OAI Identifier: oai:ojs.csi.unmsm:article/16956
• Enlace del recurso: https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/16956
• Nivel de acceso: acceso abierto
• Materia: Communication; innovation; social responsibility; Comunicación; innovación; responsabilidad social

The implementation of communication strategies based on the principles of social responsibility is of vital importance for innovative organizations in their competitive actions. From the documentary review of several authors and international foundations with experience in the subject, it is appreciated that communication strategies alongside with corporate social responsibility (CSR), form a strategic axis for the image, credibility and positioning in the innovative businesses market. In addition, it was found in the literature studied that the organizational culture plays a key role in the adaptability to the changing environments of societies and in overcoming the possible communication barriers for collaborative work and organizational learning. In conclusion, the strategic value for innovative organizations, communications and social commitment is reinforced in order to achieve their business objectives.