Business sustainability from an economic-financial and marketing vantage point

Resumen

One of the great challenges that management face in the 21st Century is that of how to facilitate the growth of the companies they manage. It is vital that two fundamentals are taken into account if this growth is to be fulfilled successfully as follows: On the one hand, the necessary funds to achieve business growth must be obtained without overtly depending on the financial market. Bearing this in mind, the Model of Sustainable Financial Growth has been shown to be a useful tool of analysis. On the other hand, to contribute to the bolstering of said growth and progress, the design and implementation of policies by the Corporate Social Responsibility (CSR) has proved useful. These policies together become a marketing instrument of great value, simultaneously fulfilling the needs of the groups which interact with the business and legitimize business activity. This paper analyses the growth and development in recent years of Telefónica Móviles Group, the market leader in the mobile telephone sector in Spain and in other countries where they operate. The analysis is carried out both from a financial viewpoint via the sustainable financial growth model, as well as from a marketing point of view via the CSR policy. The final objective is to shed some light on the sustainability of the company's success.