Abstract

The objective of the present study is to elaborate a proposal of socially responsible practices aimed at the clients of a Mexican business whose commercial activity is the elaboration of products for animal nutrition and which does not at present have a formal CSR approach in their strategy and therefore lacks important competitive advantages for operating in the business market today.

A literary revision in which the evolution of CSR was presented was carried out as part of this research. We also analyzed three main models for managing CSR in organizations and made a description of some empiric studies of CSR aimed at clients. In the development of the methodology a case study was used, resulting in a diagnosis of the situation of the business with respect to CSR along with a plan for improvement which contains the socially responsible practice proposals suggested in order to create a value relationship with this particular interest group.

It is important to point out that we worked together with the members of the marketing department of the business under study, because it is attending to the needs of the clients, making the employees experience very valuable in determining proposed practices. The results of this research were intended to contribute empirical evidence about the application of CSR in the organizational strategies of emerging-market countries, while increasing existing CSR research in Mexican national industries.

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