Resumo

LEINER DE LA CABADA, Marie; ORTIZ DIAZ, Jesús Rodolfo  e  AVILA MAESE, Carmen. A New Paradigm for Corporate Social Responsibility: The Increasing Prevalence of Chronic Diseases in the Workforce. Contad. Adm [online]. 2008, n.225, pp.105-119. ISSN 0186-1042.

The exponential increase of chronic diseases observed in Mexico in the last 20 years is poised to threaten the number of productive years of the workforce at all levels. Organizations need to consider the possibility of intervention to respond to this threat to their workforce due to the alarming increase in the prevalence of chronic diseases. This epidemic is unlikely to be controlled by medicines or vaccines but with strategies never used before and by actors that typically lack experience in the field of health. If corporations decide to intervene, it will be necessary to consider programs that could be incorporated as a new paradigm for the corporate social responsibility. This manuscript raises the need for organizations to make a contribution in preventing chronic diseases among their employees through interventional activities within their corporate social responsibility programs. In addition, we discuss the profile of the professional to be in charge of these programs, the importance of reviewing and employing successful strategies used in the past to avoid repeating the same mistakes, and the importance of considering a cost-benefit in all programmed activities.

Palavras-chave : Chronic diseases; Corporate Social Responsibility; new paradigm; administrator roles.

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