LABOR, INCENTIVES, AND LABOR SATISFACTION AS ELEMENTS OF ORGANIZATIONAL IDENTITY (OI) IN CORPORATE SOCIAL RESPONSIBILITY (CSR).

• Author: Mayorga-Salamanca, Paola Irene

INTRODUCTION

Organizational identity and image have been discussed in the literature since the early 1960s as elements that contribute to the growth and development in the organization if they have been implemented appropriately. Otherwise, the company can be destroyed if it is not managed on a solid basis. However, in most of the literature, these terms have been used differently and in an imprecise way (Abratt & Kleyn, 2012). On the other hand, some authors mention differences between both terms; the relationship is that they are part of an organization, but their characteristics and functions are different.

Identity represents a relational phenomenon that has been constructed because of the influence of two processes (Ravasi & Schultz, 2006). In the first, from the perspective of the social actor, managers contribute to the construction of meaning by trying to shape interpretations of the members of the organization through their formal statements (formal claims), a process that is referred to in the literature as sense giving. In the second, social constructivism refers to when internal agents have the freedom to negotiate shared meanings about what the organization is and what its most distinctive elements are. Thus, identity refers to how the company achieves a different and coherent image in its aesthetic production (Schmitt et al., 1995). On the other hand, Abratt and Kelyn, (2012) mention that a company's personality, the set of characteristics that distinguish it from others, is projected; that is, it generates conscious signals that constitute an identity, and the general impression formed by these signals in the minds of the audiences comprise an image. In this way, it practically becomes an instrument in charge of generating the image sought by the organization (Crompton, 1979; Kotler et al., 1993 cited by Baloglu & McCleary, 1999).

Davis and Yugayl (2012) point to organizational identity as the sum of all things in which interest groups (stakeholders) who think about themselves intervene and how this is perceived by others. In a few words, Balmer (2010) mentions that identity is what the organization is. It defines the company, which makes it what it is, and that perception is transmitted by its different audiences. For this reason, the new business paradigm implies the expansion of companies through commitments beyond their financial obligations to deliver public and private goods. Furthermore, changes in the business model suggest a difference in business performance measurement, which goes beyond financial indicators to encompass environmental, social, and governance barometers. The new performance measures reflect that economic prosperity isolated from social and ecological problems is no longer acceptable. Thus, Corporate Social Responsibility (CSR) describes corporate self-regulation integrated into a business model that includes the multiple dimensions of corporate activities (Perrini & Tencati, 2006).

Therefore, CSR is generally understood as the path through which a company achieves a balance of economic, environmental, and social imperatives ("Triple Bottom-Line Approach"), while at the same time responding to the expectations of shareholders and stakeholders. "CSR can bring a number of competitive advantages to the company, such as increased profits, better access to capital and markets, improved company reputation and brand image, customer loyalty, and so on. Skeptics argue that a significant redefinition of the role of companies can be dangerous to the financial well-being of the company" (Walley & Whitehead, 1994).

LITERATURE REVIEW

Labor relations are the links established in the workplace. In general, they refer to the relations between labor and capital in the framework of the production process. In modern societies, labor relations are regulated by an employment contract, which stipulates the rights and obligations of both parties. For example, the employment contract states that a worker will receive compensation if he is dismissed without just cause (Encyclopedia Culturalia, 2013). Labor relations is defined as that which is established between a worker and capital in the production process; that is, the person who contributes said work is called an employee and the person who has the wealth is referred to as an employer. Therefore, this relationship must regulate different elements to develop business objectives (Borrel, 2014).

For this reason, the term labor relations refer to the system in which companies, workers, and their representatives and, directly or indirectly, the administration, interact to establish the basic rules that govern work relationships (Trebilcock, 2001). In modern societies, the labor relationship is related by an employment contract to which both parties have agreed (Fasanando, 2014). Creating a motivating work environment is a strategy frequently used to improve team performance. There are ways to improve the environment in the company that is equally effective, although...