Citas bibligráficas
Chávez, M., Lalich, A., Tenorio, P., Ugaz, R. (2018). Lineamientos generales para la gestión de la comunicación estratégica de la certificación “Empresa B” [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/625220
Chávez, M., Lalich, A., Tenorio, P., Ugaz, R. Lineamientos generales para la gestión de la comunicación estratégica de la certificación “Empresa B” [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2018. http://hdl.handle.net/10757/625220
@mastersthesis{renati/367865,
title = "Lineamientos generales para la gestión de la comunicación estratégica de la certificación “Empresa B”",
author = "Ugaz Vallenas, Ricardo",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2018"
}
This thesis is focused on the formulation of guidelines to position the "B Company" certification in the minds of Peruvian business leaders, as it is certifies a company's lasting commitment to sustainability. The first chapter presents a theoretical framework in which terms such as sustainability, hybrid company, impact investor, among others, are defined. It also identifies the new consumer, which drives companies to align their business practices with a real commitment to the environment and society. In the second chapter, the concept of "B Company” and Sistema B (the organization that grants the "B Company" certification in South America) is defined. It also defines how Sistema B Peru operates by evaluating its performance and projection towards those who run companies, as well as the potential of the "B Company” certification in Peru. Chapter three diagnoses the different communication tools that Sistema B Peru uses to positon the certification in relation to its key demographics. This allows the elaboration of an analysis of the certification to define the main attributes to be positioned from here on. Thus, chapter four focuses on the proposal of communication guidelines for the later development of a communications strategy that enhances the implementation of this certification in a greater number of companies. Finally, conclusions and recommendations - a road map - are provided for managers of any organization interested in implementing in Peru a comprehensive certification based on sustainability.
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