Percepção dos stakeholders da Embraco, à luz das dimensões da responsabilidade social corporativa

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

Corporate social responsibility (CSR) is a relatively recent issue in Brazil, compared with other countries. Its understanding and application have generated discussion in academic and business environments, due to the multitude of other terms that are sometimes confused and sometimes complement each other, in order to explain and minimize the impacts of the relationship between business and society. Thus, theoretical and empirical works are important for a conceptual and practical understanding of the subject, in order to obtain favorable results. This dissertation examines the perceptions of stakeholders, and the CSR practices developed by the company Embraco, in light of the theoretical models of Carroll (1991) and Schwartz and Carroll (2003), which disseminate the concept of social responsibility as a balance between economic, legal, ethical and philanthropic principles. The methodology involved qualitative and quantitative procedures, performed through the analysis of documentary and institutional materials, and interviews either in person or via electronic media with managers, employees, suppliers and leaders of institutions served by the social actions of the company, making a total of 42 people. The data were analyzed through categorization of the open questions and the application of descriptive and non-parametric statistics for the closed questions. The results indicate that according to the managers and representatives of the institutions served by the organization, the importance of Embraco being socially responsible is closely related to economic and strategic factors, as it emphasizes the positive result for institutional image, the sustainability of the business, the attraction of professionals, and the involvement of employees, among other aspects, without disregarding ethical and legal issues. For the employees, it is closely linked to a philanthropic and ethical approach, as a means of helping the community deliver its demands. For suppliers, its importance is divided into economic, legal and ethical issues. The Kruskal-Wallis and Dunn tests enable us to evaluate the similarities and differences in the respondents perceptions, noting that in the opinions of managers and employees, these perceptions differed from the CSR, ethical and legal, ethical and philanthropic, economic and philanthropic, and legal and philanthropic dimensions. In relation to the ethical and economic and economic and legal dimensions, they were the same. However, taking into account all the stakeholders, it was identified that their perceptions are similar in all four dimensions. These results enable us to answer the questions posed in this research, demonstrating that the CSR activities carried out by the organization, reflected in the perception of different publics, show consistencies with the principles of theoretical models studied. Various actions were identified that can be positioned at the center of the model proposed by Schwartz and Carroll (2003), which combines economic, legal and ethical principles, indicating that in the understanding of the interviewees, Embraco is a socially responsible company since it meets these principles. However, they recognize the need for improvement in certain aspects, such as the percentage of management positions occupied by women and black people, the performance appraisal of employees, impartiality of the selection criteria for the suppliers, and reactivity on environmental issues

ASSUNTO(S)

dimensões da rsc. administracao dimensions of csr perception of stakeholders percepção de stakeholders responsabilidade social corporativa corporate social responsibility

ACESSO AO ARTIGO

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