Publication: Sostenibilidad, comunicación y valor compartido. El discurso actual del desarrollo sostenible en la empresa española
Loading...
Official URL
Full text at PDC
Publication Date
2017-04-04
Authors
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Complutense de Madrid
Citations
Exportar
Abstract
Probablemente la sostenibilidad es uno de los conceptos más omnipresentes y universales del pensamiento contemporáneo y no puede ser de otra manera porque se refiere a la ineludible necesidad de encontrar un modelo de desarrollo que no entre en conflicto con el carácter finito del Planeta y que garantice el bienestar de las generaciones actuales y futuras. Pese a que desde hace más de tres décadas existe consenso en que se debe evolucionar hacia un modelo de desarrollo fundamentado en la prosperidad y no en el crecimiento, los avances son lentos e insuficientes frente a la dimensión de los desafíos. Precisamente este año 2015, la agenda global se da cita en importantes eventos internacionales como la Cumbre de Nueva York en septiembre, para establecer los nuevos Objetivos del Desarrollo Sostenible, o la Cumbre de París COP 21 en diciembre, que ha de avanzar en un nuevo acuerdo Post-Kioto que frene al calentamiento del Planeta. Pese al escepticismo y la falta de confianza sobre los resultados alcanzados, en relación a las empresas también se está asistiendo a nivel internacional a un enfoque más fuerte hacia la sostenibilidad que exige que alineen realmente sus actividades sociales y ambientales con sus valores y propósito del negocio. Por eso, este trabajo parte de la idea de que aunque las empresas están introduciendo el compromiso con el desarrollo sostenible, abrazar una estrategia sostenible, autocalificarse de “responsable”, no puede tener otro objetivo que, como definió Michael Porter, generar “valor compartido”...
Sustainability is probably one of the most omnipresent and universal concepts in contemporary thought, and it cannot be any other way because it refers to the inescapable necessity of finding a development model which doesn’t clash with the finite nature of the Planet and ensures the wellness of current and future generations. In spite of the fact that there has been an agreement on the need of evolving towards a development model based on prosperity and not growth for more than three decades, the progresses are slow and deficient compared to the magnitude of the challenges. This year 2015, the global agenda meets in important international events such as New York Summit in September, in order to establish the new Sustainable Development Goals, or Paris Summit COP 21 in December that must advance in a new Post-Kioto agreement which stops global warming. Despite the scepticism and lack of confidence about the achieved results, we are internationally noticing a strongest approach towards sustainability which demands an actual alignment of their social and environmental activities with their values and business goals. For that reason, this research rests on the idea that, even though companies are introducing commitment with sustainable development, embracing a sustainable strategy, rating themselves as “responsible”, cannot have any other objective than, as Michael Porter defined, generating “shared value”...
Sustainability is probably one of the most omnipresent and universal concepts in contemporary thought, and it cannot be any other way because it refers to the inescapable necessity of finding a development model which doesn’t clash with the finite nature of the Planet and ensures the wellness of current and future generations. In spite of the fact that there has been an agreement on the need of evolving towards a development model based on prosperity and not growth for more than three decades, the progresses are slow and deficient compared to the magnitude of the challenges. This year 2015, the global agenda meets in important international events such as New York Summit in September, in order to establish the new Sustainable Development Goals, or Paris Summit COP 21 in December that must advance in a new Post-Kioto agreement which stops global warming. Despite the scepticism and lack of confidence about the achieved results, we are internationally noticing a strongest approach towards sustainability which demands an actual alignment of their social and environmental activities with their values and business goals. For that reason, this research rests on the idea that, even though companies are introducing commitment with sustainable development, embracing a sustainable strategy, rating themselves as “responsible”, cannot have any other objective than, as Michael Porter defined, generating “shared value”...
Description
Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad I, leída el 04-02-2016