出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：This paper offers a typology of corporate contributions to society, within the corporate community investments strategy. It also evaluates the different tactics according to several criteria to conclude which one could have the greatest impact on communities. The paper concludes that the types of contribution which are based on the donation of unique resources and capabilities and those stemming from strategic planning, negotiated with stakeholders, are the ones that could have the greatest social impact.
其他摘要：This paper offers a typology of corporate contributions to society, within the corporate community investments strategy. It also evaluates the different tactics according to several criteria to conclude which one could have the greatest impact on communities. The paper concludes that the types of contribution which are based on the donation of unique resources and capabilities and those stemming from strategic planning, negotiated with stakeholders, are the ones that could have the greatest social impact.
关键词：Acción social de la empresa;negocios inclusivos;donación;marketing con causa
其他关键词：corporate community action;inclusive business;donations;cause-related marketing.
