Plan estratégico de comunicación para mejorar la responsabilidad social corporativa, como elemento generador de valor reputacional y de imagen corporativa. Caso EDESA S.A. del Ecuador

This research headed for Corporate Social Responsibility (CSR) as a strategic tool of communication in the management of companies. The main objective is to show the tactical message of CSR in the company communication and how this tool becomes a strategic element that adds value and increased brand image and corporate reputation in the long term. For these reasons, a strategic communications plan for the company Edessa SA draw located in the southern sector of the Metropolitan District of Quito, to improve communication and corporate social responsibility activities. Edesa S.A., despite having a brand image positioned to contribute to the conservation of vital fluid, reuse waste and improve emissions; their corporate social responsibility practices are not known by most stakeholders. Therefore, in order to overcome this difficulty has developed this project, conducting a proper investigation yielded information on the deficiencies of communication and corporate social responsibility of Edessa SA, later to establish strategically planned solutions and expose a strategic plan communication. The project starts with the theoretical foundations on issues related to social responsibility, image, corporate reputation and strategic communication plan. Following a diagnosis of existing communication and social responsibility activities it is presented in Edessa SA Subsequently, the application of the methodology of research and the development of different techniques for collecting information that allowed us to obtain qualitative and quantitative information was performed. A strategic communications plan that allows show the various stakeholders responsible for the actions of the company and its commitment to the environment where it develops developed to finish.

• Autor Principal: Vargas Jiménez, Favio Paúl (author)
• Formato: masterThesis
• Idioma: spa
• Publicado: 2016
• Subjects: PLAN DE COMUNICACIÓN; RESPONSABILIDAD SOCIAL CORPORATIVO; EDESA S.A; ECUADOR
• Acceso en liña: http://dspace.udla.edu.ec/handle/33000/4554