El propósito en la empresa del siglo XXI: la opinión de los expertos

Laura Pacheco Barriga

doi:10.31637/epsir-2024-692

Authors

Laura Pacheco Barriga Pontifical University of Salamanca https://orcid.org/0000-0003-0563-8807

DOI:

https://doi.org/10.31637/epsir-2024-692

Keywords:

purpose, social responsibility, social impact, communication, company, SME, corporate communication, society

Abstract

Introduction: Currently, society, governments or various groups require organizations to commit to citizens, regardless of the product or service they offer. The new generations, more critical and informed, demand a positive impact at a global level, a need that is transferred to companies, with special relevance for their definition of a purpose that goes beyond economic and personal benefit. Methodology: This research aims to glimpse the reality of the purpose, its application and its main challenges in the 21st century company, through the prospective expert panel technique. Results: The relevant role that purpose currently plays in business management is evident, also taking into account the great challenges that it must face. Discussion: Debates arise about whether or not the purpose should be social or about its application from different types of organizations. Conclusions: The different responses of the experts to the topics addressed open the way to new lines of research that allow optimizing the application and measurement of the purpose, but its definition and significance are unquestionable in 21st century companies.

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Author Biography

Laura Pacheco Barriga, Pontifical University of Salamanca

Degree in Advertising and Public Relations, UPSA. Master in Corporate Communication, CEU San Pablo. Executive Program in Leadership with Social Impact, UPSA. Current PhD student in the area of Innovation in Social Sciences, in the line of Innovation and Creation of Spaces for Communication, UPSA. She is Assistant Professor in the Faculty of Communication at the Universidad Pontificia de Salamanca. Her lines of research focus on areas such as corporate communication, social responsibility or social networks, among others.

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