摘要

最近，長期企業社會責任（CSR）已成為越來越受歡迎。隨著人民和社區具有增加獲得各種信息和通信技術，社會和全球市場，在全球層面的問題，氣候變化或錯誤的財富分配，不同的演員符合自己的言論和社會行為根據這種情況下，尋找新形式的工作，組織和結社自由。越來越多的公司不僅嘗試的功能在今天的市場，而且要解決的問題當今世界，甚至使他們有機會發展自己的業務。這兩家公司，面臨著需要保持競爭力在這種情況下，必須綜合考慮這些在他們的管理。通過 CSR公司的戰略和模式因此成為一個非常具有吸引力的選擇。

本研究試圖走向一個更全面的了解企業社會責任作為公司的資源管理的聲譽。其中一個關鍵問題，以驗證理論分析的企業社會責任的概念，定義為長期投資，是它的潛在影響組織績效。在外地的企業信譽資產，企業社會責任被視為它的一個基本工具。

本研究描述和分析了案件的公司認為對社會負責，以有助於理解企業社會責任對企業的利益相關者的一個基本要素建設的聲譽。該分析模型設計的這項研究提供證據支持這一命題是建立企業聲譽的需要，並通過鑑定的承諾本公司對其利益相關者在應對這些期望通過實施企業社會責任的行動和有效的溝通策略。

ABSTRACT

Recently the term corporate social responsibility (CSR) has become increasingly popular. With people and communities that have a increasing access to various information and communication technologies, societies and global markets, and issues on a global level as climate change or the wrong distribution of wealth, different actors conform their speech and social behavior under this scenario, looking new forms of work, organization and association. Increasingly more companies not only try function in today's market, but also to address the problems of today's world, making even an opportunity to grow their own business. The companies, faced with the need to stay competitive in this scenario, must integrate these considerations in their management. The adoption of strategies and CSR models thus becomes a very attractive option.

This study attempts to move towards a more comprehensive knowledge of corporate social responsibility as a companies’ resource of managing reputation. One of the key issues to justify the analysis of the concept of CSR, defined as long-term investment, are its potential effects on organizational performance. In the field of corporate reputational assets, corporate social responsibility is seen as one of its fundamental tools.

This research describes and analyzes the case of a company considered socially responsible in order to contribute to the understanding of CSR effects on organization’s stakeholders as a fundamental element for building reputation. The analysis model designed for this research provides evidences that support the proposition that corporate reputation is built through identification of needs and commitments of the company towards its stakeholders in responding to these expectations by the implementation of CSR actions and an effective communication strategy.

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Websites:

1.Centro Mexicano de Filantropía (CEMEFI)
http://www.cemefi.org./

2.TOKS Restaurante Chain
www.toks.com.mx
www.toks.com.mx/zonas.php
www.toks.com.mx/proyectosproductivos.php
www.masr.com.mx/wp-content/uploads/2008/04/toks.jpg
www.masr.com.mx/wp-content/uploads/2008/04/toks.jpg
http://www.toks.com.mx/carta.php

3.Productive Projects
http://es.wikipedia.org/wiki/Proyecto