por trás do discurso socialmente responsável da siderurgia mineira behind the social responsibility speech of minas gerais' siderurgy
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2010
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Abstract
A Responsabilidade Social Corporativa (RSC) é um tema relevante e recentemente tem estimulado vários debates científicos, enfocando as vantagens que apresenta aos negócios em geral e à sociedade. Num esforço para explorar processos organizacionais de RSC, o principal objetivo do presente estudo é analisar o balanço social de empresas brasileiras. O framework da análise embasa-se no conteúdo publicado do instrumento (balanço social) ao longo de de 2 anos. As unidades de análise são duas grandes empresas do setor siderúrgico de Minas Gerais. Usamos análise de conteúdo e de fotografias (BAUER, 2004; BARDIN, 2004) para atingir os objetivos da pesquisa. Para dar suporte à análise de conteúdo, usamos a pirâmide de Carroll (1991) como abordagem teórica. Os resultados mostram que apesar do discurso das empresas focar-se principalmente em razões éticas para investir em RSC, a motivação real é reforço da marca e do posicionamento corporativo.
The Corporate Social Responsibility (CSR) is a relevant theme and recently it has stimulated lot of scientific debates, focusing on its advantages to business in general and to society. In an effort to explore CSR processes within companies, the main purpose of this study is to analyze the Brazilian Corporate Social Balance. The framework of analysis is based on published contents of the instrument (Corporate Social Balance), for the period of two years. The units analyzed are two large enterprises in the steel sector in Minas Gerais State. We used content and photographic analysis (BAUER, 2007; BARDIN, 2004) to attain the research objectives. To support the content analysis, we used Carroll's Pyramid of Social Responsibility theory (1991) as our theoretical approach. The results show that although companies' discourse focuses mainly on ethical reasons for investing in CSR, the actual motivation is the brand reinforcement and positioning.
The Corporate Social Responsibility (CSR) is a relevant theme and recently it has stimulated lot of scientific debates, focusing on its advantages to business in general and to society. In an effort to explore CSR processes within companies, the main purpose of this study is to analyze the Brazilian Corporate Social Balance. The framework of analysis is based on published contents of the instrument (Corporate Social Balance), for the period of two years. The units analyzed are two large enterprises in the steel sector in Minas Gerais State. We used content and photographic analysis (BAUER, 2007; BARDIN, 2004) to attain the research objectives. To support the content analysis, we used Carroll's Pyramid of Social Responsibility theory (1991) as our theoretical approach. The results show that although companies' discourse focuses mainly on ethical reasons for investing in CSR, the actual motivation is the brand reinforcement and positioning.
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andrade2010productionpor
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| Authors | ;Marcelo Aureliano Monteiro de Andrade;Marlusa Gosling;Wescley Silva Xavier |
| Journal | Neotropical entomology |
| Year | 2010 |
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