[email\u00a0protected]<\/span><\/em><\/p>\n\nEn corporativos grandes, medianos y peque\u00f1os persisten las estrategias \u201ccosm\u00e9ticas\u201d o sin un verdadero impacto interno relacionado con actividades de cuidado del medio ambiente, responsabilidad social o beneficios reales para los empleados, coment\u00f3 Odile Cort\u00e9s, directora de operaciones de la consultora Integrarse.<\/p>\n
\n\u201cSon estrategias cosm\u00e9ticas que no le regresan al negocio y cuyo impacto social no es medible. Las empresas medianas que est\u00e1n en una transici\u00f3n saben que necesitan algo vistoso, pero no hacen una verdadera inversi\u00f3n estrat\u00e9gica y se vuelve poco trascendente en el tiempo\u201d.<\/p>\n
\nEn entrevista con EL UNIVERSAL, Cort\u00e9s coment\u00f3 que parte del riesgo de este tipo de iniciativas es cuando se vinculan con el tema financiero, ya que algunos fondos de inversi\u00f3n contemplan los principios y acciones de las empresas en temas de responsabilidad social para otorgar cr\u00e9ditos o recursos econ\u00f3micos a las compa\u00f1\u00edas.<\/p>\n
\n\u201cPuedes tener una calificaci\u00f3n menor por no incluir esto y tambi\u00e9n ahora hay mucho enfoque en la proveedur\u00eda responsable, ya no s\u00f3lo es dinero sino de qu\u00e9 pasa con tus colaboradores\u201d, expres\u00f3.<\/p>\n
\nPara Cort\u00e9s, las grandes firmas han encontrado una zona de confort en temas de responsabilidad social y por esa raz\u00f3n tienen poco movimiento, pero hay otras firmas que destacan por su innovaci\u00f3n como Grupo Bimbo, Nestl\u00e9 o Toks.<\/p>\n
\n\u201cLas grandes empresas est\u00e1n sentadas en su zona de confort, pero otras han entendido que sus acciones han tenido repercusi\u00f3n y han creado valor\u201d.<\/p>\n
\nDe las 5 millones de empresas en M\u00e9xico, Integrarse estima que s\u00f3lo 5% de estas organizaciones tienen un reconocimiento por sus acciones de responsabilidad social; sin embargo, las empresas familiares o con extracci\u00f3n religiosa trabajan a favor de las comunidades, pero no reportan estas actividades a sus clientes, proveedores o consumidores.<\/p>\n
\n\u201cHay un fuerte desconocimiento sobre el tema, empresas familiares o de extracci\u00f3n religiosa entienden el proceso de apoyar a la comunidad, pero tienen una idea de que no sepa la mano derecha lo que hace la izquierda, esto hace que no lo difundan y no haya un retorno para el negocio\u201d, abund\u00f3 la especialista.<\/p>\n
\nLas empresas necesitan dar estructura y hacer un an\u00e1lisis sobre su estrategia de negocio y su v\u00ednculo con temas de responsabilidad social, con el objetivo de dejar atr\u00e1s la idea de filantrop\u00eda y trasladarse a un tema de inversi\u00f3n estrat\u00e9gica.<\/p>\n<\/div>\n
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