GestÃo estratÃgica da responsabilidade socioambiental empresarial: um estudo comparado entre distribuidoras de energia e supermercados

AUTOR(ES)

Josà Milton de Sousa Filho

DATA DE PUBLICAÇÃO

2008

RESUMO

Strategic Corporate Social Responsibility (CSR) is the main subject of this work. Combining academic literature on corporate social responsibility and competitive advantages through strategic management, the dissertation investigated to what extent there is integration between corporate social responsibility management and core business activities. Two large companies from each of two industry sectors were analyzed: electricity distribution, which is characterized by low competition; and supermarket companies, which is in a more highly competitive business environment. Not much distinction was found between the two sectors investigated, at least not when the companies investigated were Celpe and Coelce from the electricity sector and Carrefour and Pao de Acucar, supermarket companies. In the four companies analyzed, social and environmental actions and practices were more similar than different; even though the companies are from different industry sectors. The similarities are in the characteristics and target public of the projects, mainly children and youths; in the use of three types of governance: in-house, outsourced and collaborative; in the type of social issues that are the focus of actions, mostly generic social issues; and in the benefits brought by CSR: good image and reputation. Based on the theoretical references applied, it was concluded that the companies analyzed do not make complete use of a strategic perspective on CSR. However, in their planning, these companies exhibit a strategic outline of their values, culture and practices. In an unequal society such as Brazil, companies can use strategic and non-strategic CSR management, as the latter addresses problems that have so far had inefficient public support and deserve focused attention

ASSUNTO(S)

strategic management administracao responsabilidade socioambiental competitive advantage environmental and social responsibility strategic management environmental and social responsibility gestÃo estratÃgica da responsabilidade socioambiental gestÃo estratÃgica vantagem competitiva

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