Influencia de la cultura nacional en la gestión de comunicación para la sostenibilidad

This paper shows the preliminary results of an exploratory study of a quantitative nature that aims to test the effectiveness of the Convergence Model of Sustainability and Communication Contexts, previously tested in Ecuadorian companies, and to recognize key variables of efficient CSR Communication in the Latin American context. To this purpose, it shows the results of surveys conducted among corporate affairs managers at large companies in Ecuador, Colombia and Chile, and their interpretation from the perspective of the cultural profiles prepared by Hofstede Insights for each country. The results show that national culture influences CSR communication strategies: for example, the orientation of Ecuadorian companies towards the common good can be explained by their cultural tendency towards collectivism; the inclination to accountability, typical of Chilean organizations, is related to the cultural orientation towards greater demands regarding civil and individual rights, and the evident concern in Colombia for the interests of the public is related to the cultural trend toward planning and budgeting.