Social responsibility and business reputation: The case of Industrias San Miguel

The strategies of many companies have been established in a linear course. They focus on aspects related to the dissemination of their products, attracting more customers and increasing profits. These work systems, focused on short-term gains, can have an immediate favorable result; however, they are quickly restricted in their development and with an eventual erosion of their corporate reputation. The case of Industrias San Miguel (ISM), a Peruvian nonalcoholic beverage company with international projection, is different: an approach linked to Social Responsibility is evident, establishing priorities in a balanced way in the economic, environmental, educational and Social aspects. In this article, the processes that generated the Social Responsibility and Communication Plan (SRCP) are analyzed, considered as a key factor for the resurgence of this important undertaking, which has been placed in a privileged space of business reputation.