Desempenho social empresarial e o gerenciamento de impressÃes de uma reputaÃÃo socialmente responsÃvel: um estudo em hotÃis do litoral pernambucano

AUTOR(ES)

Barbara Eduarda NÃbrega Bastos

DATA DE PUBLICAÇÃO

2009

RESUMO

This work presents a qualitative study of multiple cases, using as locus of research five hotels in Pernambuco coastline, in which was analyzed the relation between Corporate Social Performance (CSP), Organizational Impression Management (OIM) and Socially Responsible Intended Image. This relation was investigated based on the analysis of CSP, the identification of aspects of Corporate Social Responsibility (CSR) in the Intended Organizational Image, as well as on the identification of OIM tactics used by these organizations to build a social responsible reputation. As theoretical framework were used Carrollâs concepts of Corporate Social Responsibility and Corporate Social Performance, Freemanâs Stakeholder Theory, Brown et al.âs Intended Organizational Image and Mohamed, Gardner and Paolilloâs Organizational Impression Management. Data were collected through direct observation, questionnaire, documents and interviews, applied to members of top management. The results indicate that: a) Managers of the hosting sector are becoming aware of the importance of CSR to business but still lack a thorough perspective; b) The social behavior focuses mainly on the stakeholders: employees, local community members and the natural environment; c) Despite their lack of emphasis on communication of CSR aspects, the hotels consider clients as their main target stakeholders for their communications, showing concern in achieving economic advantages as a result of this communication; d) In spite of using some OIM strategies to build a social responsible reputation, most of the studied hotels do not develop a deliberate planning for this purpose; e) The OIM tactics are more used to influence the reputation of stakeholders who have less direct contact with hotelsâ activities.

ASSUNTO(S)

responsabilidade social da empresa administracao corporate social responsibility organizational image imagem corporativa â hotÃis do litoral pernambucano corporate social performance impression management desempenho administraÃÃo

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