From Services to Customers to the Human Spirit – The Role of Corporate Social Responsibility in Promoting Harmony: A Case Study of Mercado Éxito in Colombia and the Economy of Love Framework.

This research paper explores the multifaceted concept of Harmony as it relates to Corporate Social Responsibility (CSR) in an emerging market context, specifically focusing on the perceptions of customers and employees at Mercado Exito in Colombia. It begins by defining Harmony through its social, environmental, and economic dimensions, emphasising their interconnectedness and the need for a holistic approach to achieve balance and well-being. The study investigates how CSR initiatives can promote this practical application of Harmony, while also addressing potential challenges such as greenwashing, cultural context, and the motivations behind CSR engagement. Through qualitative interviews with customers and employees, the research aims to assess the significance of the Economy of Love framework proposed by David Cadman in shaping perceptions of CSR. The findings will contribute to a deeper understanding of CSR’s role in fostering social responsibility and community engagement in Colombia and provide actionable recommendations for enhancing CSR practices within Mercado Exito. Ultimately, this study highlights the importance of integrating values-based approaches into corporate strategies to support sustainable business practices that resonate with stakeholders and drive societal transformation.

Name dc:type.qualificationname

ma

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

University of Wales Trinity Saint David

Year dc:date.issued

2025

Author dc:creator

• Schlotbohm, Markus

• HD Diwydiannau. Defnydd tir. Llafur

Dc Identifier Grantnumber

UWTSD

OAI identifier oai:identifier

oai:repository.uwtsd.ac.uk:3865