STRATEGIC ALIGNMENT OF SOCIAL AND ENVIRONMENTAL RESPONSIBILITY IN FIRMS THAT ARE EMBEDDED IN ALLIANCE NETWORKS: RESULTS OF RESEARCH AT PETROBRAS / ALINHAMENTO ESTRATÉGICO DA RESPONSABILIDADE SÓCIO-AMBIENTAL CORPORATIVA NO CASO DE EMPRESAS QUE ATUAM EM REDES DE RELACIONAMENTO: RESULTADOS DE PESQUISA NA PETROBRAS

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

Network configurations have become increasinly important for the conduct and performance of firms in most industries. However, its strategic implications under the social responsibility perspective have rarely been taken into account in the academic literature as well as in corporate strategic planning. Thus, the present research contributes to this fiels by investigating the impact of alliances and networks on Petrobras´ strategic management, considering both social and environmetal view. This study focuses on Petrobras, a major brasilian energy firm, due to tis challenge to sustain a cometitive advantage through a social responsible posture. According to Yin´s case study method, multiple sources of evidence were adopted, with data coverging in triangulation fashion. Therefore, data collection consisted on documental investigation, survey of management´s perceptions and open-ended interviews. Data analysis and interpretation were based on theoretical references pertinent to the research area and Macedo-Soares´s generic integrative framework. The results higlitht that the relational view, which considers the strategic implications from the networks, adds value to traditional analysis and provides new insights for Petrobras´s decision-making, considering its social and environmental orientation.

ASSUNTO(S)

energia responsabilidade social petrobras social awareness aliancas estrategia energy strategy alliances petrobras

ACESSO AO ARTIGO

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