Metodologías de responsabilidad social empresarial en Renting Colombia S.A.

Abstract

This research is about the Corporate Social Responsability (CSR) as part of the competitive strategy of a company. The aim of the study was fully investigate the different concepts, commitments, actions and ideas that contribute to the proper implementarion of a real social intervention. For the study, it was necessary to choose a company in order to show and demonstrate if their CSR was aligned with the business goals. Renting Colombia S.A. was chosen for this purpose. Renting Colombia, is a company dedicated to renting vehicles. This organization has been operating in Colombia since 1997; it is a Bancolombia´s Group filial, with operations in Colombia and Peru. Due to the caracteristics of this company and because it is well positioned in the whole country, it was selected as a case study. The investigation of this problematic is performed by the interest to know the implications of the social intervention on organizations, because it is a key issue that companies must take into account in their continuity on the market in their long term performance. For the proper analysis of the case, it was very important to use the ETHOS (CSR 2008) indicators which were used as tools to support the social intervention activities. Through this tool it is expected to have a contribution to the generation of knowledge and information on the subject. Through the use of the former indicators a guide was obtained about the levels and grades for each criteria of CSR in Renting Colombia. Further research was conducted with a series of interviews with leaders of the company. The study begins with a description of the existing practices of CSR in Bancolombia´s Group as the bases for the competitive strategy, giving continuity to deeper theories of CSR and specifying the concept and the implication of the corporate social responsibility for the company, identifying the mechanism of social intervention in Colombian society, the benefits it has brought such strategic intervention and finally, it raises new mechanisms of managing CSR.