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    CSR and its Communication Strategies within Spain's Marble Industry: An Introduc
    CSR and its Communication Strategies within Spain's Marble Industry: An Introduc
    CSR and its Communication Strategies within Spain's Marble Industry: An Introduc
    Libro electrónico188 páginas2 horas

    CSR and its Communication Strategies within Spain's Marble Industry: An Introduc

    Por Mariana Oller Alonso y Martín Oller Alonso

    ()

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    Información de este libro electrónico

    It is time for Spain"s marble industry to embrace CSR.
    This book delves into the evolving landscape of Corporate Social Responsibility (CSR) within Spain"s marble industry. Through a comprehensive analysis, it explores how this sector, steeped in history and tradition, is adapting —or not— to modern demands for sustainability and ethical practices. The authors examine the challenges and opportunities companies face as they integrate CSR into their operations, highlighting the critical role of communication strategies in shaping the industry"s future. With a blend of academic insight and practical guidance, this work offers a roadmap for navigating the complex intersection of business, environment, and society in one of Spain"s most iconic industries.
    IdiomaEspañol
    EditorialUniverso de Letras
    Fecha de lanzamiento29 oct 2024
    ISBN9788410277847
    CSR and its Communication Strategies within Spain's Marble Industry: An Introduc
    Autor

    Mariana Oller Alonso y Martín Oller Alonso

    Mariana Oller Alonso is a professional with more than twenty-two years of experience in business management, combining her role as a researcher in sustainability and new business models over the last decade. With a PhD in Information and Communication Management in Organisations from the University of Murcia, a Master"s Degree in Financial Management from ENAE Business School and a degree in Economics, Mariana has been a pioneer in her field, standing out for being the first woman to obtain a doctorate in her speciality. She is the author of three books and numerous publications on Corporate Social Responsibility (CSR) and sustainability, and has actively participated in the board of directors of AEMA and as an expert in INCUAL, contributing to the development of professional standards. Martín Oller Alonso, Ph.D., is a scholar in Communication and Journalism with extensive academic credentials, including degrees in Journalism; Advertising and Public Relations; Education, and Physical Activity and Sport Sciences. His research is internationally recognized, contributing to projects such as MEDIADELCOM, PHARM, and the World of Journalism Study (WJS). Oller Alonso has authored and edited over 25 scientific books, co-authored nearly 70, published over 70 articles, and presented at around 90 conferences globally. His academic journey includes residencies and research across Europe, Latin America, and the U.S. He recently completed a postdoc at the University of Milano and, as of November 2023, joined the University of Salamanca under the Marie Skłodowska-Curie Actions program (Horizon 2020).

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      CSR and its Communication Strategies within Spain's Marble Industry - Mariana Oller Alonso y Martín Oller Alonso

      CSR and its Communication Strategies within Spain’s Marble Industry: An Introduction

      Mariana Oller Alonso

      Martín Oller Alonso

      CSR and its Communication Strategies

      within Spain’s Marble Industry: An Introduction

      Mariana Oller Alonso & Martín Oller Alonso

      This work has been published by the author through the self-publishing services of EDITORIAL PLANETA, S.A.U. for the distribution and availability to the public under the publishing imprint Universo de Letras; therefore, the author assumes the responsibility for the content therein.

      All rights reserved. No portion of this book, nor its entirety, may be stored in any retrieval system, transmitted in any form or by any means—electronic, mechanical, photocopy, recording or otherwise reproduced in any manner without previous written permission from the author. The infraction of these stated rights may be considered a violation of intellectual property (Art 270 and the subsequent Penal Code).

      © Mariana Oller Alonso & Martín Oller Alonso, 2024

      Cover design: Design Team at Universe de Letras

      www.universodeletras.com

      First edition: 2024

      ISBN: 9788410276772

      ISBN eBook: 9788410277847

      "It is a reminder

      of our shared responsibility

      to care for our planet

      and a time to reflect

      on where we still fall short

      of our commitments

      to each other."

      António Guterres,

      UN Secretary General

      (2022)

      Table of Contents

      Introduction 9

      Understanding Corporate Social Responsibility (CSR) 13

      Genesis and Development of Corporate Social Responsibility 16

      Foundations of Corporate Social Responsibility 30

      Fairtrade, product certification, and responsible consumption 39

      Regulation, Standardization, and Legislation of CSR in Spain 41

      Corporate social responsibility activities in Spain 58

      Corporate Social Responsibility Applied to The Companies 65

      Benefits of the application of Corporate Social Responsibility in companies 67

      Domains of Corporate Social Responsibility within the Organization 69

      The internal dimension of the company 70

      The external dimension of the company 76

      The role of Corporate Social Responsibility (CSR) in enhancing a company’s visibility through comprehensive communication 79

      Corporate Social Responsibility within the realm of holistic online communication 82

      Stakeholder Engagement in Comprehensive Corporate Social Responsibility Communication 85

      Corporate Social Responsibility Applied to the Marble Company 91

      Corporate Social Responsibility in small, medium, and large companies (SMEs) in the marble sector 102

      Initiatives and scope of Corporate Social Responsibility in the marble industry 105

      Corporate Social Responsibility in the Marble Sector from the Economic and COVID-19 Crisis (2008-2020) to the post-Crisis Era 120

      Corporate Social Responsibility as an Integrated Communication Strategy in Marble Companies 127

      Corporate Social Responsibility as an Integral Communication Strategy for Marble Companies During Crisis Periods 139

      Conclusions 145

      Technology 147

      Small and Medium Enterprises (SMEs) 148

      Professionalization 153

      Breakpoints 154

      Web pages related to CSR examined for this book 157

      Introduction

      Economist Howard R. Bowen first articulated the concept of Corporate Social Responsibility (CSR) in his 1953 book, Social Responsibilities of the Businessman, where he described it as the duty of business owners to develop corporate policies and make decisions that align with societal goals and values. However, it wasn’t until the late 1990s that this idea gained traction in Spain, introduced through the efforts of the Association of Collective Investment Institutions and Pension Funds (INVERCO), which brought the notion of responsible social investment to the Spanish context.

      Spain’s ongoing challenges with Corporate Social Responsibility (CSR), a concept progressively reshaping our market understanding, highlight he need for this book. It offers an in-depth analysis of CSR within the Spanish marble industry,¹ evaluating companies comprehensive communication actions and strategies. This exploration delves into the development and conduct of CSR in the national marble sector, adopting a blended academic and business perspective to bridge the divide between theory and practice.

      Is our research proposal relevant? Evidently! Despite hosting some of the most historically significant and globally impactful marble mines, Spain finds itself even further behind in the development of CSR, especially compared to the progress made in other European countries.

      For over two thousand years, marble has stood out as a significant natural resource in Spain, utilized by the various cultures and civilizations that have flourished on the Iberian Peninsula. The legacy of their usage is evident in the magnificent architectural, artistic, and craft creations that remain today, evidencing the material’s role in propelling industrial advancement since antiquity. Marble remains a pivotal force in the mining sector, often called white gold. The industry has transformed from a primarily extractive operation with minimal value addition and a reactive approach to sales to one that fully leverages every production stage. It now captures the added value of locally sourced and imported marble, driven by a revolutionary commercial strategy.

      Quarry management inherently faces challenges and necessitates a business model that effectively integrates various sector facets, enhancing visibility through improved communication strategies. Despite significant professional practices, technology, and robotics advancements, many operations rely on traditional, outdated production methods. These legacy processes often pigeonhole company identities strictly within extraction, overlooking the potential for developing a more dynamic and recognizable brand image.

      As previously discussed, an antiquated communication approach exacerbates the Spanish marble sector’s challenges, hindering effective engagement with stakeholders, media, communication platforms, governmental entities, political figures, and customers. This imbalance, further deepened by the economic downturn (2008) and the COVID-19 pandemic (2020), has resulted in annual financial losses for the industry. Therefore, adopting innovative economic and communicative strategies focused on Corporate Social Responsibility (CSR) could present the marble industry with more viable business options. These strategies also have the potential to facilitate a successful generational transition, ensuring the sector’s future prosperity.

      This book represents a personal dedication, drawing from our extensive experience within the marble sector and international research. It offers a professional and scientific approach, aiming to synergize with the entrepreneurial spirit of marble companies and the support of municipal, provincial, and regional bodies. We strive to provide a catalyst for overcoming the challenges facing Spain’s marble industry.

      This business remains predominantly driven by personal and family-run companies, now confronting unprecedented challenges pivotal to this work’s focus: the imperative to preserve environmental resources, maintain and care for natural stone quarries, and rehabilitate the encompassing ecosystems and communities. Amidst the prevailing health, social, and economic turmoil, the sector struggles to adhere to CSR regulations (e.g., RD 975/2009) within Spain. While technology and digitalization could potentially align the industry with evolving market demands and legal standards, professionals are increasingly burdened by a deficiency in digital expertise and literacy, technological resources (Robotics, Web 3.0, metaverse, and regenerative artificial intelligence stand out as notable examples), and continuous training opportunities.

      Through this book, we examine CSR both as an independent domain and a component of the comprehensive communication strategies of Spanish marble enterprises. Despite the growing recognition among extraction firms over the past five years that CSR extends beyond community relations and forms a core aspect of corporate management, there’s a noticeable absence of medium—and long-term strategic planning, both internally and externally. Aligning these strategies is essential to ensuring the consistency of all actions undertaken. We believe that once business leaders fully grasp this concept, they will be positioned to enhance their extraction businesses’ reputation significantly.

      The marble sector is currently facing critical challenges for its survival. Yet, this predicament presents a unique opportunity to demonstrate the societal value of these companies. In the wake of the COVID-19 pandemic, which has triggered widespread health, social, and economic crises, there’s a heightened expectation for businesses to engage responsibly and conscientiously. This involves undertaking actions that foster trust and enhance the value of their brands, underpinned by a robust ethical business framework. Now is the moment to embrace learning and turn the tide on this adverse situation, collectively and inclusively.

      ¹ This analysis focuses on environmental considerations and the specific industry in question – in this case, the marble sector. Understanding these facets is vital for grasping the rationale and behavior of managers and executives in these companies, especially concerning communication and Corporate Social Responsibility (CSR) efforts.

      Understanding Corporate Social Responsibility (CSR)

      The European Union characterizes social responsibility (SR) as an innovative approach to corporate management and stakeholder engagement, integrating a triple bottom line (social, environmental, and financial) into its strategies, policies, and business practices.² This concept encompasses various initiatives to influence society and foster companies’ sustainable growth. The Global Reporting Initiative (GRI) has just released a detailed implementation guide designed specifically for the mining sector.³ This guide is intended to assist mining companies in effectively applying GRI standards to ensure that their operations are both sustainable and socially responsible. The newly introduced guidelines offer comprehensive directions on how to report on economic, environmental, and social impacts. This sector-specific standard represents a significant advancement in enhancing transparency and accountability in the mining industry, aligning with worldwide sustainability objectives.

      Following this reasoning, the European Commission’s Green Paper describes corporate social responsibility as the voluntary incorporation of social and environmental considerations into a company’s business practices and interactions with stakeholders.⁴ This definition aligns with the concept of CSR as a business approach that acknowledges and addresses the effects of a company’s operations on stakeholders, local communities, the environment, and society.⁵

      Business leaders, including those in the marble mining industry, prioritize CSR with a keen focus on human resources and market conduct,⁶ distilled into four critical motives for implementing CSR initiatives: ethical duty, sustainability, adherence to law, and maintaining a solid reputation.⁷ We delve deeper, asserting that mere legal compliance does not equate to social responsibility.⁸ This is partly because legal standards vary across different countries and regions and are subject to change over time.

      In the context of how environmentally conscious and responsible consumers perceive companies, initiatives that foster CSR are paramount.⁹ These efforts often involve promoting eco-friendly or green products that support fair trade practices. Furthermore, adopting CSR strategies can shield companies from disputes with the most genuine consumers dedicated to environmental conservation to the extent that some may even boycott products or services failing to meet these criteria.

      21st-century corporate social responsibility (CSR) is characterized by its voluntary nature, beyond philanthropy or social marketing, aimed at value creation and integration into stakeholder relationships to impact the community and broader society. It transcends the notion of a mere quality or technique, embodying a holistic management approach grounded in values, ethics, and excellence, all underpinned by a universal specificity.¹⁰ Thus, the essence of contemporary CSR, and the pivotal challenge for marble industry leaders, lies in discovering strategies that generate value for both the business and society.

      Genesis and Development of Corporate Social

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