Responsabilidad social empresarial en el sector financiero en el Perú
Date
2018-09-23
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Publisher
Pontificia Universidad Católica del Perú
Abstract
La presente es una investigación de carácter descriptivo y enfoque cualitativo, que se
desarrolló utilizando la metodología del análisis de casos, mediante entrevistas a profundidad
en tres bancos. Así se logró el objetivo principal: identificar las buenas prácticas de
responsabilidad social empresarial en el sector financiero peruano. Esto motivó una extensa
revisión de la literatura, a través de la cual se definieron distintas aristas de la responsabilidad
social empresarial (RSE), como el involucramiento de los stakeholders o grupos de interés, la
integración entre la RSE y la estrategia empresarial, o la participación del Directorio y de la
Alta Gerencia, entre otras. Luego de entrevistar a altos funcionarios de tres bancos, que
trabajan directamente en el área de Responsabilidad Social, se procedió a encontrar
similitudes y diferencias en sus respuestas.
Sobre la base de los resultados de las entrevistas, se concluyó que los bancos sí
desarrollan prácticas de RSE, las cuales obedecen a un programa integral y, por ende, no son
actividades aisladas, aunque en la mayoría de los casos no están integradas con la estrategia
general de la empresa. Las buenas prácticas de RSE que se han identificado en la investigación
son las siguientes: (a) conocimiento de los stakeholders, (b) priorización de programas o
proyectos de RSE relacionados con el medio ambiente y la comunidad, (c) integración de la
RSE con la estrategia empresarial, (d) involucramiento de la alta gerencia, (e) asignación de
presupuesto a las actividades de RSE, (f) establecimiento de alianzas con instituciones, (g)
homologación con proveedores, y (h) establecimiento de indicadores para medir el impacto.
Se conoció que en las prácticas de RSE colaboran trabajadores de distintas áreas de
los bancos, y además se hacen alianzas con entes externos. Para los bancos, las prácticas de
RSE tienen un efecto positivo sobre la percepción que los clientes y el mercado, en general,
tienen de la institución; sin embargo, desconocen si existe un efecto directo sobre la
rentabilidad, ya que esto no se mide.
This is a descriptive research and qualitative approach, which was developed using the methodology of case analysis, through in-depth interviews in three banks. This was achieved the main objective that was defined as identifying good corporate social responsibility practices in the Peruvian financial sector. This led to an extensive review of the literature, through which different aspects of CSR were defined, such as the involvement of stakeholders or interest groups, the integration between CSR and business strategy, or the participation of the board of directors and of senior management, among others. After interviewing senior officials from three banks, who work directly in the area of social responsibility, we proceeded to find similarities and differences in their responses. Based on the results of the interviews, it was concluded that CSR practices are developed in banks, which obey a comprehensive program and, therefore, are not isolated activities, although in most cases they are not integrated with the general strategy of the company. The good corporate social responsibility practices that have been identified in the research are: (a) knowledge of the stakeholders, (b) prioritization of CSR programs or projects related to the environment and the community, (c) integration of CSR with the business strategy, (d) involvement of the head management, (e) allocation of budget to CSR activities, (f) establishment of alliances with institutions, (g) approval with suppliers and (h) establishment of indicators in order to measure the impact. It was also known that CSR practices collaborate with workers from different areas of the banks, and also alliances are made with external entities. For banks, CSR practices have a positive effect on the perception that clients and the market in general have of the institution, but do not know if there is a direct effect on profitability, since this is not measured.
This is a descriptive research and qualitative approach, which was developed using the methodology of case analysis, through in-depth interviews in three banks. This was achieved the main objective that was defined as identifying good corporate social responsibility practices in the Peruvian financial sector. This led to an extensive review of the literature, through which different aspects of CSR were defined, such as the involvement of stakeholders or interest groups, the integration between CSR and business strategy, or the participation of the board of directors and of senior management, among others. After interviewing senior officials from three banks, who work directly in the area of social responsibility, we proceeded to find similarities and differences in their responses. Based on the results of the interviews, it was concluded that CSR practices are developed in banks, which obey a comprehensive program and, therefore, are not isolated activities, although in most cases they are not integrated with the general strategy of the company. The good corporate social responsibility practices that have been identified in the research are: (a) knowledge of the stakeholders, (b) prioritization of CSR programs or projects related to the environment and the community, (c) integration of CSR with the business strategy, (d) involvement of the head management, (e) allocation of budget to CSR activities, (f) establishment of alliances with institutions, (g) approval with suppliers and (h) establishment of indicators in order to measure the impact. It was also known that CSR practices collaborate with workers from different areas of the banks, and also alliances are made with external entities. For banks, CSR practices have a positive effect on the perception that clients and the market in general have of the institution, but do not know if there is a direct effect on profitability, since this is not measured.
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Keywords
Responsabilidad social de las empresas, Valor--Finanzas--Perú, Investigación cualitativa
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