CORPORATE SOCIAL RESPONSIBILITY: SPECIFIC FACTORS IN THE REPUTATION OF THE COMPANIES FROM CUENCA (ECUADOR)

Corporate Social Responsibility -RSC- is a tool that can transform companies to establish policies aiming at the achievement of social development. With this stablished facts, this article intends to determine the level at which CSR is implemented in companies in Cuenca - Ecuador, analyzed from the perspective of those in charge of its management, collaborators and community; also noting that applying these kind of programs can improve their reputation. To establish the CSR level, 20 companies were investigated, taking a sample of 396 representatives of interest groups, divided into 198 collaborators and 198 members of the community, more than 20 spokespersons for the organizations. This study was developed on a quantitative approach; Information was collected on the activities carried out by the companies investigated and an analysis was made in order to verify the most practiced factors. After carrying out the surveys, it was observed that there is a coincidence between what the CSR management authorities and collaborators say, but discrepancies with the community actors' statements.