Lina M. Gomez is Assistant Professor in the Communications Program at the School of Social and Human Sciences at Universidad del Este (UNE) in Puerto Rico. She has a PhD in Business with a concentration in Corporate Social Responsibility and Sustainability from Universitat Jaume I in Spain. She also has a Master in Communications from University of Puerto Rico - Río Piedras Campus and a bachelor in Communications and Journalism from Universidad del Norte in Colombia. Dr. Gomez currently leads the development of the first Research Center in Social Media and Digital Technologies in the Caribbean. Dr. Gomez has presented in several international conferences and published in journals such as Public Relations Rewiew, Revista Internacional de Relaciones Públicas, and Correspondencias & Análisis. Her expertise and research interests are in Social Media, Organizational Communication, and Corporate Social Responsibility. David Crowther is Professor of Corporate Social Responsibility at De Montfort University, UK; Research Professor at London School of Commerce, UK and Visiting Professor at Shanghai University, China. He is Founding Chair of the Social Responsibility Research Network and has published more than 50 books and 400 articles and shorter works. Lucely Vargas has a PhD in Corporate Finance, University of Trieste, Italy. She has a MS in Industrial Engineering. Currently she is lecturer at the department of Corporate Finance at Johannes Kepler University. She was a visiting scholar, Bentley University, Waltham, USA, 2013 and 2009 and MDI, Gurgaon, India 2012. She also was an international Guest research and lecture at the Department of Work, Organization and Media Psychology, at Johannes Kepler University of Linz, in Austria and at the Applied Science University, at Steyr, Austria. Dr. Vargas is the author of the book: Sustainable Finance and Ethical/Corporate Social Responsibility: The New Paradigm: Generali Insurance Company case of study, and she also has published papers and book chapters in the discipline of CSR and obtained prestigious awards such as Outstanding Author Contribution 2014 by Emerald.

The 14 essays in this volume examine aspects of corporate social responsibility and corporate governance in Ibero-America, exploring the relationship between organizations, business, and society. Contributors working in business, communication, and other fields in Latin America, Puerto Rico, North America, Europe, and Nigeria consider various types of business and organizations and provide theoretical perspectives on sustainability indices in Latin America, a non-strategic approach to corporate social responsibility, communication policies and practices regarding the management of corporate social responsibility, theories of corporate social responsibility in the hospitality industry, and stakeholder perceptions in the context of economic depression in Spain; empirical perspectives on social media platforms for corporate social responsibility communication, responses to corporate social responsibility appeals in non-prescription drug ads, online communication practices in Portuguese companies, the corporate social responsibility performance of Colombian companies, public relations management as a sustainable foundation in Ecuadorian organizations, and corporate social responsibility practices and programs as a key strategic element in organizational performance; and case studies of the global demand for quinoa and its impact, small and medium-sized businesses, and Brazil.

• PREFACE LIST OF CONTRIBUTORS PART I: THEORETICAL PERSPECTIVES Chapter 1. SUSTAINABILITY INDICES IN LATIN AMERICA: CAN FINANCIAL MARKETS PUSH FOR CSR?; Adrian Zicari Chapter 2. FOR A NON-STRATEGIC APPROACH TO CSR: CONNECTEDNESS AND SOCIAL VALUE; Isaac Nahon-Serfaty and Rafael Pedraza-Díaz Chapter 3. CURRENT TRENDS AND FUTURE CHALLENGES OF COMMUNICATION POLICIES AND PRACTICES REGARDING THE MANAGEMENT OF CORPORATE SOCIAL RESPONSIBILITY (CSR): THE CASE OF LATIN AMERICA SMEs; María V. Carrillo and Juan L. Tato Chapter 4. UNDERSTANDING THEORIES OF CORPORATE SOCIAL RESPONSIBILITY IN THE IBERO-AMERICAN HOSPITALITY INDUSTRY; Lukman Raimi  Chapter 5. MAPPING THE CHANGES OF CSR STAKEHOLDER PERCEPTIONS IN A CONTEXT OF ECONOMIC DEPRESSION IN SPAIN: AN APPROACH FROM COMMUNICATION AND GOVERNANCE; Joana Diaz-Pont PART II: EMPIRICAL PERSPECTIVES Chapter 6. CSR ONLINE COMMUNICATION IN LATIN AMERICA: AN ANALYSIS OF SOCIAL MEDIA PLATFORMS; Lina M. Gomez and Ramón W. Borges-Tavárez Chapter 7. RESPONSES TO CSR APPEALS IN NON-PRESCRIPTION DRUG ADS: EVIDENCE FROM BRAZIL AND THE UNITED STATES; Isabell Koinig, Sandra Diehl, and Barbara Mueller Chapter 8. CORPORATE SOCIAL RESPONSIBILITY IN PORTUGUESE COMPANIES: COMMUNICATION PRACTICES ONLINE; Luísa Augusto Chapter 9. MEASURING CSR PERFORMANCE: AN APPROACH TO EVALUATE COLOMBIAN COMPANIES; Lucely Vargas Chapter 10. ANALYSIS OF PUBLIC RELATIONS MANAGEMENT AS A SUSTAINABLE PILLAR IN ECUADORIAN ORGANIZATIONS IN DIFFERENT CONTEXTS; Ana Maria Durán, Pedro Mosquera, and Melita Vega Chapter 11. CORPORATE SOCIAL RESPONSIBILITY PRACTICES AND PROGRAMS AS A KEY STRATEGIC ELEMENT IN ORGANIZATIONAL PERFORMANCE; Arisleidy Terrero, Rosaliz Santiago-Ortega, Zulma Medina-Rivera, and José Berrios-LugoPART III: CASE STUDIES Chapter 12. ANCIENT GRAINS AND NEW MARKETS: THE SELLING OF QUINOA AS STORY AND SUBSTANCE; John Drew, Aaron Sachs, Cecilia Sueiro, and Rick Stepp Chapter 13. ENGAGING CSR DRIVERS IN S.M.E S BUSINESS CONVERSATIONS: A PILOT STUDY IN IBERO-AMERICA; Tom Cockburn, Khosro Jahdi, and Cheryl Cockburn-Wootten Chapter 14. CORPORATE SOCIAL (IR) RESPONSIBILITY IN BRAZIL: Companies, Power and Ties Intertwined; Maria Alice Nunez-Costa, Lucía Bravo, José Eduardo Pereira-Filho, and Elaine Borin

Lina M. Gomez is Assistant Professor in the Communications Program at the School of Social and Human Sciences at Universidad del Este (UNE) in Puerto Rico. She has a PhD in Business with a concentration in Corporate Social Responsibility and Sustainability from Universitat Jaume I in Spain. She also has a Master in Communications from University of Puerto Rico - Río Piedras Campus and a bachelor in Communications and Journalism from Universidad del Norte in Colombia. Dr. Gomez currently leads the development of the first Research Center in Social Media and Digital Technologies in the Caribbean. Dr. Gomez has presented in several international conferences and published in journals such as Public Relations Rewiew, Revista Internacional de Relaciones Públicas, and Correspondencias & Análisis. Her expertise and research interests are in Social Media, Organizational Communication, and Corporate Social Responsibility. David Crowther is Professor of Corporate Social Responsibility at De Montfort University, UK; Research Professor at London School of Commerce, UK and Visiting Professor at Shanghai University, China. He is Founding Chair of the Social Responsibility Research Network and has published more than 50 books and 400 articles and shorter works. Lucely Vargas has a PhD in Corporate Finance, University of Trieste, Italy. She has a MS in Industrial Engineering. Currently she is lecturer at the department of Corporate Finance at Johannes Kepler University. She was a visiting scholar, Bentley University, Waltham, USA, 2013 and 2009 and MDI, Gurgaon, India 2012. She also was an international Guest research and lecture at the Department of Work, Organization and Media Psychology, at Johannes Kepler University of Linz, in Austria and at the Applied Science University, at Steyr, Austria. Dr. Vargas is the author of the book: Sustainable Finance and Ethical/Corporate Social Responsibility: The New Paradigm: Generali Insurance Company case of study, and she also has published papers and book chapters in the discipline of CSR and obtained prestigious awards such as Outstanding Author Contribution 2014 by Emerald.

The 14 essays in this volume examine aspects of corporate social responsibility and corporate governance in Ibero-America, exploring the relationship between organizations, business, and society. Contributors working in business, communication, and other fields in Latin America, Puerto Rico, North America, Europe, and Nigeria consider various types of business and organizations and provide theoretical perspectives on sustainability indices in Latin America, a non-strategic approach to corporate social responsibility, communication policies and practices regarding the management of corporate social responsibility, theories of corporate social responsibility in the hospitality industry, and stakeholder perceptions in the context of economic depression in Spain; empirical perspectives on social media platforms for corporate social responsibility communication, responses to corporate social responsibility appeals in non-prescription drug ads, online communication practices in Portuguese companies, the corporate social responsibility performance of Colombian companies, public relations management as a sustainable foundation in Ecuadorian organizations, and corporate social responsibility practices and programs as a key strategic element in organizational performance; and case studies of the global demand for quinoa and its impact, small and medium-sized businesses, and Brazil.

• PREFACE LIST OF CONTRIBUTORS PART I: THEORETICAL PERSPECTIVES Chapter 1. SUSTAINABILITY INDICES IN LATIN AMERICA: CAN FINANCIAL MARKETS PUSH FOR CSR?; Adrian Zicari Chapter 2. FOR A NON-STRATEGIC APPROACH TO CSR: CONNECTEDNESS AND SOCIAL VALUE; Isaac Nahon-Serfaty and Rafael Pedraza-Díaz Chapter 3. CURRENT TRENDS AND FUTURE CHALLENGES OF COMMUNICATION POLICIES AND PRACTICES REGARDING THE MANAGEMENT OF CORPORATE SOCIAL RESPONSIBILITY (CSR): THE CASE OF LATIN AMERICA SMEs; María V. Carrillo and Juan L. Tato Chapter 4. UNDERSTANDING THEORIES OF CORPORATE SOCIAL RESPONSIBILITY IN THE IBERO-AMERICAN HOSPITALITY INDUSTRY; Lukman Raimi  Chapter 5. MAPPING THE CHANGES OF CSR STAKEHOLDER PERCEPTIONS IN A CONTEXT OF ECONOMIC DEPRESSION IN SPAIN: AN APPROACH FROM COMMUNICATION AND GOVERNANCE; Joana Diaz-Pont PART II: EMPIRICAL PERSPECTIVES Chapter 6. CSR ONLINE COMMUNICATION IN LATIN AMERICA: AN ANALYSIS OF SOCIAL MEDIA PLATFORMS; Lina M. Gomez and Ramón W. Borges-Tavárez Chapter 7. RESPONSES TO CSR APPEALS IN NON-PRESCRIPTION DRUG ADS: EVIDENCE FROM BRAZIL AND THE UNITED STATES; Isabell Koinig, Sandra Diehl, and Barbara Mueller Chapter 8. CORPORATE SOCIAL RESPONSIBILITY IN PORTUGUESE COMPANIES: COMMUNICATION PRACTICES ONLINE; Luísa Augusto Chapter 9. MEASURING CSR PERFORMANCE: AN APPROACH TO EVALUATE COLOMBIAN COMPANIES; Lucely Vargas Chapter 10. ANALYSIS OF PUBLIC RELATIONS MANAGEMENT AS A SUSTAINABLE PILLAR IN ECUADORIAN ORGANIZATIONS IN DIFFERENT CONTEXTS; Ana Maria Durán, Pedro Mosquera, and Melita Vega Chapter 11. CORPORATE SOCIAL RESPONSIBILITY PRACTICES AND PROGRAMS AS A KEY STRATEGIC ELEMENT IN ORGANIZATIONAL PERFORMANCE; Arisleidy Terrero, Rosaliz Santiago-Ortega, Zulma Medina-Rivera, and José Berrios-LugoPART III: CASE STUDIES Chapter 12. ANCIENT GRAINS AND NEW MARKETS: THE SELLING OF QUINOA AS STORY AND SUBSTANCE; John Drew, Aaron Sachs, Cecilia Sueiro, and Rick Stepp Chapter 13. ENGAGING CSR DRIVERS IN S.M.E S BUSINESS CONVERSATIONS: A PILOT STUDY IN IBERO-AMERICA; Tom Cockburn, Khosro Jahdi, and Cheryl Cockburn-Wootten Chapter 14. CORPORATE SOCIAL (IR) RESPONSIBILITY IN BRAZIL: Companies, Power and Ties Intertwined; Maria Alice Nunez-Costa, Lucía Bravo, José Eduardo Pereira-Filho, and Elaine Borin

Lina M. Gomez is Assistant Professor in the Communications Program at the School of Social and Human Sciences at Universidad del Este (UNE) in Puerto Rico. She has a PhD in Business with a concentration in Corporate Social Responsibility and Sustainability from Universitat Jaume I in Spain. She also has a Master in Communications from University of Puerto Rico - Río Piedras Campus and a bachelor in Communications and Journalism from Universidad del Norte in Colombia. Dr. Gomez currently leads the development of the first Research Center in Social Media and Digital Technologies in the Caribbean. Dr. Gomez has presented in several international conferences and published in journals such as Public Relations Rewiew, Revista Internacional de Relaciones Públicas, and Correspondencias & Análisis. Her expertise and research interests are in Social Media, Organizational Communication, and Corporate Social Responsibility. David Crowther is Professor of Corporate Social Responsibility at De Montfort University, UK; Research Professor at London School of Commerce, UK and Visiting Professor at Shanghai University, China. He is Founding Chair of the Social Responsibility Research Network and has published more than 50 books and 400 articles and shorter works. Lucely Vargas has a PhD in Corporate Finance, University of Trieste, Italy. She has a MS in Industrial Engineering. Currently she is lecturer at the department of Corporate Finance at Johannes Kepler University. She was a visiting scholar, Bentley University, Waltham, USA, 2013 and 2009 and MDI, Gurgaon, India 2012. She also was an international Guest research and lecture at the Department of Work, Organization and Media Psychology, at Johannes Kepler University of Linz, in Austria and at the Applied Science University, at Steyr, Austria. Dr. Vargas is the author of the book: Sustainable Finance and Ethical/Corporate Social Responsibility: The New Paradigm: Generali Insurance Company case of study, and she also has published papers and book chapters in the discipline of CSR and obtained prestigious awards such as Outstanding Author Contribution 2014 by Emerald.

The 14 essays in this volume examine aspects of corporate social responsibility and corporate governance in Ibero-America, exploring the relationship between organizations, business, and society. Contributors working in business, communication, and other fields in Latin America, Puerto Rico, North America, Europe, and Nigeria consider various types of business and organizations and provide theoretical perspectives on sustainability indices in Latin America, a non-strategic approach to corporate social responsibility, communication policies and practices regarding the management of corporate social responsibility, theories of corporate social responsibility in the hospitality industry, and stakeholder perceptions in the context of economic depression in Spain; empirical perspectives on social media platforms for corporate social responsibility communication, responses to corporate social responsibility appeals in non-prescription drug ads, online communication practices in Portuguese companies, the corporate social responsibility performance of Colombian companies, public relations management as a sustainable foundation in Ecuadorian organizations, and corporate social responsibility practices and programs as a key strategic element in organizational performance; and case studies of the global demand for quinoa and its impact, small and medium-sized businesses, and Brazil.

• PREFACE LIST OF CONTRIBUTORS PART I: THEORETICAL PERSPECTIVES Chapter 1. SUSTAINABILITY INDICES IN LATIN AMERICA: CAN FINANCIAL MARKETS PUSH FOR CSR?; Adrian Zicari Chapter 2. FOR A NON-STRATEGIC APPROACH TO CSR: CONNECTEDNESS AND SOCIAL VALUE; Isaac Nahon-Serfaty and Rafael Pedraza-Díaz Chapter 3. CURRENT TRENDS AND FUTURE CHALLENGES OF COMMUNICATION POLICIES AND PRACTICES REGARDING THE MANAGEMENT OF CORPORATE SOCIAL RESPONSIBILITY (CSR): THE CASE OF LATIN AMERICA SMEs; María V. Carrillo and Juan L. Tato Chapter 4. UNDERSTANDING THEORIES OF CORPORATE SOCIAL RESPONSIBILITY IN THE IBERO-AMERICAN HOSPITALITY INDUSTRY; Lukman Raimi  Chapter 5. MAPPING THE CHANGES OF CSR STAKEHOLDER PERCEPTIONS IN A CONTEXT OF ECONOMIC DEPRESSION IN SPAIN: AN APPROACH FROM COMMUNICATION AND GOVERNANCE; Joana Diaz-Pont PART II: EMPIRICAL PERSPECTIVES Chapter 6. CSR ONLINE COMMUNICATION IN LATIN AMERICA: AN ANALYSIS OF SOCIAL MEDIA PLATFORMS; Lina M. Gomez and Ramón W. Borges-Tavárez Chapter 7. RESPONSES TO CSR APPEALS IN NON-PRESCRIPTION DRUG ADS: EVIDENCE FROM BRAZIL AND THE UNITED STATES; Isabell Koinig, Sandra Diehl, and Barbara Mueller Chapter 8. CORPORATE SOCIAL RESPONSIBILITY IN PORTUGUESE COMPANIES: COMMUNICATION PRACTICES ONLINE; Luísa Augusto Chapter 9. MEASURING CSR PERFORMANCE: AN APPROACH TO EVALUATE COLOMBIAN COMPANIES; Lucely Vargas Chapter 10. ANALYSIS OF PUBLIC RELATIONS MANAGEMENT AS A SUSTAINABLE PILLAR IN ECUADORIAN ORGANIZATIONS IN DIFFERENT CONTEXTS; Ana Maria Durán, Pedro Mosquera, and Melita Vega Chapter 11. CORPORATE SOCIAL RESPONSIBILITY PRACTICES AND PROGRAMS AS A KEY STRATEGIC ELEMENT IN ORGANIZATIONAL PERFORMANCE; Arisleidy Terrero, Rosaliz Santiago-Ortega, Zulma Medina-Rivera, and José Berrios-LugoPART III: CASE STUDIES Chapter 12. ANCIENT GRAINS AND NEW MARKETS: THE SELLING OF QUINOA AS STORY AND SUBSTANCE; John Drew, Aaron Sachs, Cecilia Sueiro, and Rick Stepp Chapter 13. ENGAGING CSR DRIVERS IN S.M.E S BUSINESS CONVERSATIONS: A PILOT STUDY IN IBERO-AMERICA; Tom Cockburn, Khosro Jahdi, and Cheryl Cockburn-Wootten Chapter 14. CORPORATE SOCIAL (IR) RESPONSIBILITY IN BRAZIL: Companies, Power and Ties Intertwined; Maria Alice Nunez-Costa, Lucía Bravo, José Eduardo Pereira-Filho, and Elaine Borin