Resumo

VILLAFAN VIDALES, Katia Beatriz  e  AYALA ORTIZ, Dante Ariel. Corporate Social Responsibility in agricultural and agroindustrial avocado companies from Uruapan, Michoacán, and its competitiveness implications. Contad. Adm [online]. 2014, vol.59, n.4, pp.223-251. ISSN 0186-1042.

In Michoacán farming and agribusiness are great economic and social activities. Uruapan is the main avocado producer municipality in the state and avocado industry is the basis for the economy of this municipality. Despite the economic benefits, avocado industry has also caused damage, mainly in the environmental aspect. This research focuses on Corporate Social Responsibility (CSR) as a way to contribute to solve this problem. The aim of this paper is to determine the CSR level of avocado companies from Uruapan. In order to know this level, a CSR index was built based on the Cemefi model and the analytic hierarchy process (AHP). Twelve avocado companies were interviewed and evaluated during july and december 2010. As results we find a CSR level of 51.58%, which is translated as a medium level. We also find a high quality of life level (63.22%), a medium business ethics level (47.85%), a low involvement with the community level (22.95%) and also a low environmental level (24.15%). It has also been identified, from each variable, the main issues that generate competitiveness or that inhibit it. Finally, we give some recommendations in order to develop a CSR strategy to be applied in the sector.

Palavras-chave : AHP; competitiveness; Michoacán; CSR; avocado sector; Uruapan.

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