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

The implementation of corporate strategies based on CSR is at an early stage in Ecuadorian companies. This paper explains the impact that greater implementation of CSR policy would have on the strategic plans of companies. To this end, the authors conducted a survey of 70 entrepreneurs working in strategic industries in the city of Guayaquil. To improve CSR implementation in Ecuadorian companies, specifically those located in Guayaquil (Ecuador's most populous city and busiest port), the authors propose a new management model based on social responsibility. The benefits of its implementation could improve not only the living conditions of professionals working in companies, but also those of the population as a whole. [ABSTRACT FROM AUTHOR]