La estrategia de responsabilidad social corporativa en la percepción de la imagen de Holcim S.A. en la ciudad de Guayaquil.

Abstract

The research aims to analyze the Corporate Social Responsibility strategy of Holcim S.A. in the city of Guayaquil and its influence on the perception of the company’s corporate image. To achieve this purpose, a descriptive methodology with both qualitative and quantitative approaches was applied. Surveys were conducted with community members, along with interviews with experts in communication and social impact, in order to obtain a comprehensive perspective on the effectiveness of the actions implemented by the organization. The results showed that Holcim’s corporate social responsability has generated a positive impact on the perception of its image, particularly in areas related to sustainability, environmental care, and community engagement. However, the need to strengthen the communication and dissemination of these actions was also identified, since a large part of the population does not have full knowledge of the programs developed by the company. In conclusion, Holcim’s corporate social responsability strategy significantly contributes to improving corporate reputation and building trust among its stakeholders. Nevertheless, it is recommended to implement mechanisms that enhance visibility and social participation in order to maximize the benefits of these initiatives and consolidate the company’s positioning as a benchmark in sustainability and social responsibility in Guayaquil.