LA RESPONSABILIDAD SOCIAL CORPORATIVA DE LAS MULTINACIONALES ESPA OLAS EN COLOMBIA

The Corporate Social Responsibility is aninnovative strategy of entrepreneurialmanagement which has arrived in Colombiathanks to the boost of the business schools, theentrepreneurial associations and the guidelinesof the matrix houses of transnationalcorporations. This paradigm is being developedby large companies in order to both, make newclients, and go into other markets, consolidateand enlarge their lines of business, promotebusiness process outsourcing, gain prestige andbrand equity, avoid the state control, defuse thesocial resistance that can appear and improvethe conditions which let them carry out theiroperations much more easily in the country. In this article, the most outstanding initiatives of Corporative Social Responsibility of Spanish Multinationals in Colombia will be analyzed, by showing the interests and implications that, further the corporative speech, can have the application of this business model in a context like the Colombian one.