Innovación y creatividad como motores de desarrollo y RSC. El caso de las empresas de Guayaquil (Ecuador)

Corporate strategies based on CSR is at an early stage in the Ecuadorian firms. After having analyzed 70 companies located in Guayaquil, the authors propose a new management model based on CSR to benefit both firms and the population. The authors find that 90% of the firms examined are more prone to apply CSR to help their firms, while 81.42% of policies based on CSR should support human resources, 80% should be related to restore the environment, and only 50% should improve the living conditions of the community.