¿Los bancos socialmente responsables son más innovadores? Evidencia empírica del efecto de la innovación y digitalización sobre la responsabilidad social corporativa en la banca europea
DOI:
https://doi.org/10.51302/rcyt.2018.4171Palabras clave:
bancos, RSC, digitalización, DJSI, innovación, modelo de negocio, investigación y desarrollo, innovación disruptiva, bienestar socialResumen
La digitalización en el sector bancario es crítica en el contexto actual de importantes cambios en la demanda del consumidor y elevada presión competitiva debido a los nuevos entrantes en la industria. Los esfuerzos innovadores de los bancos han derivado en una mayor transparencia y acceso a los servicios bancarios, lo que permite una mayor satisfacción de los clientes y demás stakeholders. Además, las iniciativas de responsabilidad social corporativa (RSC) de los bancos constituyen una estrategia para diferenciar los productos de la competencia y construir reputación. El presente trabajo analiza la complementariedad entre la innovación y la RSC. En particular se investiga cómo las innovaciones tecnológicas y las innovaciones en el modelo de negocio a través de la digitalización mejoran la RSC de los bancos. Analizamos una muestra de bancos europeos incluidos en el índice de sostenibilidad Dow Jones Sustainability Index (DJSI) de Europa para el periodo 2008-2014. Nuestros resultados sugieren que la digitalización vía innovación en el modelo de negocio redunda en una mejora en la RSC de los bancos, mientras que mayores esfuerzos en innovación tecnológica no derivan en una mayor sostenibilidad. Además, sugerimos diversas variables que moderan la relación entre innovación y RSC.
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