Gestão estratégica com responsabilidade social: arcabouço analítico para auxiliar sua implementação em empresas no Brasil

Renata Buarque Goulart Coutinho and T. Diana L. v. A. Macedo-Soares

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2002, vol. 6, issue 3, 75-96

Abstract: As elsewhere in the world, firms in Brazil are increasingly concerned with social responsibility. Thus, organizational changes are being contemplated that have profound strategic implications. It is assumed here that, to be effective, such changes should be aligned with the firm's business strategy. The objective of this article is to share the results of extensive bibliographical and documentary research, in the fields of business and society and strategy management, with a view to enhancing the chances of success with development and implementation, in the Brazilian context, of social responsibility-oriented business strategies. It presents a set of conceptual tools that was constructed or adapted on the basis of a synthesis of pertinent elements from both the strategy and social responsibility literature. An example is given of how these tools can be used to help analyze which changes should be carried out, so as to ensure that the key practices for becoming a socially responsible firm are aligned with its business strategy, and thus contribute to its effectiveness.

Date: 2002
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