Resumen de The added value of corporate social responsibility: some insights from a research in Uruguay

J. L. Vázquez Burguete, Ana Lanero Carrizo, Oscar Daniel Licandro

• This paper presents some results from a research project aimed to set a model of corporate social responsibility (CSR) to create value in depressed regions, by leading local firms to gain awareness on their potential contribution to the communities in which they operate. From this general framework, two studies meeting complementary goals are described. The first study seeks to analyze consumer perceptions, intentions and behaviors towards CSR in Uruguay and, by this mean, generate basic information useful for local firms in the design and implementation of marketing strategies according to sustainability criteria. The second study is aimed to stress the role of education in the developmental processes of sustainable societies by analyzing the perceptions and experiences of business university students in Uruguay with regards to the education of CSR.