El caso de perdurabilidad empresarial de Crepes & Waffles desde una perspectiva de responsabilidad social empresarial e innovación en valor en Colombia
Thesis
The multinational Crepes & Waffles has a remarkable history of art in entrepreneurship and management, which builds the distinctive added value in the food industry of Colombia, by using a strategy focused on Corporate Social Responsibility (CSR) that generates Value Innovation and satisfaction of each of their internal and external customers (Stakeholders) establishing bonds of trust and commitment. This work seeks to demonstrate that CSR is a key ingredient of sustainability. Through the case study of Crepes & Waffles, we conclude that with a management that’s human, holistic and committed to the construction of their environment, a company can be legitimized by the society in which it is immersed. A good dose of strategic CSR is an undeniable recipe for success and although a number of organizational theories attempt to establish guidelines to foster business growth, only the company that can get into the heart of its Stakeholders and build loyalty, will remain in time and be immersed in a market niche without competitors, or what writers W. Chan Kim and Renée Mauborgne (2005) describes in his book Blue Ocean Strategy as an uncontested market space where competition is irrelevant.
