Corporate social responsibility and local development in Mexico: a comparison between conceptualization and implementation

The purpose of this research is to contrast the conceptualization that Mexican multinational companies, established in Nuevo León, Mexico, have about Corporate Social Responsibility and Local Development and how these interpretations are considered during the design and implementation process of their CSR strategies. Multiple authors define CSR and Local Development as "umbrella terms" because of their changing definition, relying on their use and context. This research presents a CSR and Local Development theoretical framework that provides a guideline on relevant aspects to be con-sidered when designing and implementing strategies focused on local development. The research includes an overview of Corporate Social Responsibility in the Mexican context, specifically in Nuevo León, to highlight FEMSA and CEMEX's particularities as an analysis unit. The research is supported on a qualitative method based on the analysis of FEMSA and CEMEX Corporate Social Responsibility annual reports to identify the companies' pro-files, CSR strategies, and their most relevant programs. This analysis points out the contrasts between the company's conceptualization of CSR and Local Development and how these concepts are applied as part of the design and implementation process.