Abstract

BROOKS, Nicolás; PEREZ FRIAS, Arturo  and  PEREZ R, Ingrid E. Corporate Social Responsibility in Drug Franchises. Revista Venezolana de Gerencia [online]. 2009, vol.14, n.46, pp.274-286. ISSN 2477-9423.

Address social problems and achieving quality of life of individuals, it is the duty of the state, but is alsAddressing social problems and achieving a quality of life for individuals is the duty of the State, but it is also a duty of entrepreneurs. The purpose of this paper is to identify the presence of corporate social responsibility in the strategic elements: mission, vision, values, policies and standards. An exploratory study was made using a quantitative, non-experimental, trans-sectional and field approach, on active pharmaceutical franchise businesses in the Maracaibo Municipality in 2006, using a census with the media managers for the two companies. Results suggest the presence of corporate social responsibility (CSR) in the strategic elements of both franchises. Conclusions are that recognizing this presence highlights the need to deepen application of the CSR concept on management to make it more secure, improve its assimilation, reinforce actions that comply with the ethical and moral obligation voluntarily assumed by these companies, and measure the impact generated according to objectives chosen within the CSR framework in terms of improving quality of life and satisfying social demands at both the internal and external levels of these organizations. Also, maintaining and improving responsible behavior toward society represents a competitiveness factor of the first order for the demanding expectations of the involved parties or interest groups, because not demonstrating responsible behavior would bring a loss of market, lack of confidence and rejection, aspects contrary to the success and permanence of these companies over time.

Keywords : Corporate social responsibility; ethics; moral; pharmaceutical franchises; strategic elements.