Contribution to the country brand through the sustainability of production processes in Chile: B Corp

Abstract

this article aims to demonstrate the existence of companies that contribute to the country brand by incorporating sustainable mechanisms into their processes, while generating profits and social value. The research was carried out using a mixed methodology and naturalistic method in five phases. 425 companies in Chile were analyzed, using the Corp B directory in Latin America and the Caribbean. The main findings reveal that the global pandemic and economic situation has prompted the adoption of the B Corporation model, focusing on social welfare, economic growth, and preservation of natural resources. This study highlights the contribution of B Corps to the country brand in Chile. These organizations are recognized for their commitment to sustainability, their social impact, and their ability to project the country’s image globally. Their innovative and responsible business practices make them key agents for sustainable development. The scope has been limited to the Chilean context, which could restrict extrapolation to other geographical areas, with the existence of 4,000 companies with B Corp certification internationally. The results contribute knowledge to the administrative and social sciences, providing an understanding of how they generate value to the sustainability trilogy and in turn contribute to the country brand, which can serve as the basis for future studies and business strategies.