La Responsabilidad Social Empresarial y la cultura: una relación dinámica y compleja

Abstract

The link between Corporate Social Responsibility (CSR) and Culture is complex due to the diversity of definitions both terms have received, and also due to a variety of names given to cultural support activities done by corporations – cultural patronage, cultural sponsorship, cultural marketing, corporate philanthropy in culture- along with numerous mechanisms used to implement them -donation, non-profit organizations, budgetary allocation for public relations or inclusion in the CSR strategy-. Nevertheless, among the theoretical considerations on the issue, it is possible to identify three types of links: 1) cultural expressions as an axis of the CSR; 2) cultural sponsorship and marketing along with CSR as components of corporate communication strategy; and 3) support of cultural activities as a way to project an image of CSR. In Colombia companies like BBVA -Colombia, Bancolombia, Bancafé, Suramericana, Compañía Nacional de Chocolates, Coltejer, Banco de Bogotá, Banco Popular, British American Tobacco-Colombia, among others, have experience in promoting cultural support programs.