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Importancia de la Responsabilidad Social estratégica: Corporación Durango

El mapa de stakeholders y el monitoreo del entorno son básicos en la ejecución de la Responsabilidad Social. Un ejemplo objetivo lo tenemos en la industria papelera.

El Gobierno Federal decretó en el Diario Oficial una medida para que a partir del mes de marzo del 2008, en todas las dependencias y entidades de la Administración Pública Federal, se adquiriera únicamente papel para impresión y fotocopiado fabricado con material reciclado.

Es obvio que la medida se veía venir desde hacía ya tiempo, debido a la tendencia mundial en pro de la ecología y el manejo razonable de recursos naturales. Sin embargo sólo algunas empresas han podido aprovechar esta ventana de oportunidad.

Esta circunstancia nos permite observar nuevamente la importancia que tiene que la RS se halle inserta en el corazón de las operaciones de las compañías.

Corporación Durango es el mayor fabricante de papel en México con una capacidad instalada de 1,100,000 toneladas métricas y empleando a más de 7,500 personas. Actualmente, la empresa reforesta todos los bosques en donde opera y se ha convertido en la mayor recicladora de papel-desperdicio del país, suministrando 3,000 toneladas diarias de papel reciclado. Es importante señalar que el papel es tan sólo una de las UNE’s en el portafolio de este coloso que ya se ha vuelto internacional.

En este marco, el ejemplo citado es claro para ilustrar la importancia de dos factores: la RS en el core business y la visión en tiempo y entorno que se debe tener.

Lo que vuelve a ser inverosímil, tal como sucedió en el caso de Laborotorios Médicos del Chopo, es la escasa comunicación del compromiso socialmente responsable; para ejemplos están la ausencia de una estrategia que contemple el distintivo ESR o la reingeniería urgente que requiere su sitio web.

En la Responsabilidad Social no basta el compromiso; es necesario la estrategia y las tácticas finas de comunicación; de lo contrario, la rentabilidad de las acciones se ve aminorada.

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