Exploratory study of corporate social responsibility: blogs as a communication tool to enhance company-stakeholders relationships

O conceito de responsabilidade social corporativa (RSE) evoluiu gradualmente do objetivo de satisfazer as expectativas dos acionistas para o cumprimento das expectativas das partes interessadas. Tornou-se um conceito amplamente aceitado e promovido como as empresas enfrentam maiores pressões de atores internos e externos para cumprir objetivos sociais maiores. Assim, elas cada vez mais comunicam sobre os esforços de responsabilidade social delas, a fim de fomentar a confiança e o envolvimento dos stakeholders. Mas o aumento da cidadania global e as novas tecnologias de informação e de comunicação – como as mídias sociaias – está criando uma paisagem desafiador para a comunicação RSE, se traduzindo em escrutínio e ceticismo do público. No entanto, também está criando novas oportunidades para as empresas compartilhar e interagir com as partes interessadas. O estudo analisa especificamente como os blogs corporativos dedicados à comunicação RSE conseguem melhorar as relações entre as empresas e as partes interessadas. Esta pesquisa exploratória da estrutura e das mensagens de 9 blogs corporativos, é baseada em um quadro de análise sobre comunicação RSE em plataformas de mídias sociais desenvolvido por Gomez e Chalmeta (2013). O quadro está melhorado e adaptado para blogs graças à literatura sobre comunicação RSE, mídias sociais e blogs corporativos. Os resultados demonstram que o uso de características de blogs como apresentação, conteúdo e interatividade, é diversificado e reflete estratégias diferentes de comunicação RSE. Blogs permitem às empresas aumentar a visibilidade da comunicação RSE, melhorar a credibilidade e a legitimidade dos esforços de responsabilidade social, e também trazer discussões com os stakeholders. No entanto, demonstramos que as características e recursos dos blogs raramente são totalmente desenvolvidos, sugerindo avenidas para a melhoria no campo da comunicação nas mídias sociais. Especificamente, o uso da interatividade para criar relações baseadas em diálogo entre empresas e stakeholders está até atrasado em relação à extensão das oportunidades oferecidas pelos blogs. Além disso, o grau de utilização das ferramentas de blogs determina a eficácia da comunicação de RSE 2.0 das empresas na criação de relações empresa-stakeholder.

Corporate social responsibility and environmental sustainability: classification of the initiatives of the FMCG companies operating in Brazil

Este trabalho tem como objetivo fornecer uma análise detalhada do cenário da sustentabilidade ambiental e iniciativas de responsabilidade social corporativa nas empresas que operam no mercado de bens de consumo brasileiro. Para alcançar este objetivo as dez maiores empresas do mercado-alvo presente no Brasil foram analisadas por meio da classificação das suas iniciativas em três perspectivas amplas. Com esta classificação o cenário do mercado pode ser visto. As perspectivas utilizadas para a elaboração do trabalho são: (1) iniciativa ambiental ou social; (2) o foco interno ou externo e (3) a marca ou o custo como motivador. Depois de classificar todas as iniciativas, foi possível ver que as empresas similares, que operam em mercados semelhantes, têm estratégias que são muito parecidos entre si. Além disso, ficou claro que a estratégia de negócios da empresa influencia as suas políticas ambientais e sociais, em particular os objetivos que estas políticas procuram obter.Embora este trabalho apresente um panorama abrangente do setor de bens de consumo em relação a políticas de comportamento responsável das empresas, ele tem algumas limitações. A limitação mais significativa diz respeito a metodologia. As iniciativas foram avaliadas pela quantidade e a abrangência dos benefícios do impacto positivo não foram avaliados, impossibilitando assim a comparação do tamanho do impacto de cada empresa. Uma vez que pode haver um projeto de uma empresa que tem maior impacto do que vários outros feitos por alguma outra empresa. A metodologia foi baseada em clusters de categorias, no entanto, as iniciativas não são completamente uma coisa ou outra, ou seja, uma iniciativa pode ter diferentes impactos, drivers ou foco, nesses casos, os aspectos mais relevantes foram a escolhidos para classificá-los.

Comparison and analysis of corporate social responsibility (CSR) reports of the top five companies ranked on the 2013 CSR RepTrak

In the 1970s, Corporate Social Responsibility (CSR) was discussed by Nobel laureate Milton Friedman in his article “The Social Responsibility of Business Is to Increase Its Profits.” (Friedman, 1970). His view on CSR was contemptuous as he referred to it as “hypocritical window-dressing” a reflection of the view of Corporate America on CSR back then. For a long time short-term maximization of shareholder value was the only maxim for top management across industries and companies. Over the last decade, CSR has become a more important and relevant factor of a company’s reputation, shifting the discussion from whether CSR is necessary to how best CSR commitments should be done (Smith, 2003). Inevitably, companies do have an environmental, social and economic impact, thereby imposing social costs on current and future generations. In 2013, 50 of the world biggest companies have been responsible for 73 percent of the total carbon dioxide (CO2) emission (Global 500 Climate Change Report 2013). Post et al. (2002) refer to these social costs as a company’s need to retain its “license to operate”. In the late 1990s, CSR reporting was nearly unknown, which drastically changed during the last decade. Allen White, co-founder of the Global Reporting Initiative (GRI), said that CSR reporting”… has evolved from the extraordinary to the exceptional to the expected” (Confino, 2013). In confirmation of this, virtually all of the world’s largest 250 companies report on CSR (93%) and reporting by now appears to be business standard (KPMG, 2013). CSR reports are a medium for transparency which may lead to an improved company reputation (Noked, 2013; Thorne et al, 2008; Wilburn and Wilburn, 2013). In addition, it may be used as part of an ongoing shareholder relations campaign, which may prevent shareholders from submitting Environmental and Social (E&S)1 proposals (Noked, 2013), based on an Ernst & Young report 1 The top five E&S proposal topic areas in 2013 were: 1. Political spending/ lobbying; 2. Environmental sustainability; 3. Corporate diversity/ EEO; 4.Labor/ human rights and 5. Animal testing/ animal welfare. Three groups of environmental sustainability proposal topics of sub-category number two (environmental sustainability) 6 2013, representing the largest category of shareholder proposals submitted. PricewaterhouseCoopers (PwC) even goes as far as to claim that CSR reports are “…becoming critical to a company’s credibility, transparency and endurance.” (PwC, 2013).

The impact of corporate social responsibility on the Peruvian consumer’s purchasing behavior

This exploratory research aims to find out the extent to which Corporate Social Responsibility (CSR) impacts the purchasing behavior of Peruvian consumers when it comes to convenience food products. The study includes qualitative and quantitative analysis. Qualitative analysis consists of in-depth interviews with CSR representatives from consumer product companies, CSR practitioners and some consumers from the quantitative sample. That group’s composition was selected in order to obtain a wide picture of the consumers’ perception towards CSR, including their understanding of the concept and the relevance in their decision making process when buying convenience food products. The quantitative analysis portion consists of an on-line survey focused on Peruvian consumers who live in Lima during the year 2015. Consumers included in the sample were selected by convenience. After analyzing the 134 completed surveys, the results obtained suggest that even though there is an increasing interest in CSR, including CSR as an attribute of the purchased goods, interest is not fully demonstrated by the purchasing behavior of consumers. The main breach leading to this inconsistency appears to be the lack of or failure in the companies’ CSR communication towards consumers. Consumers demand reliable information which socially responsible companies usually provide; however at this stage, the target audiences of such information are mostly corporations and communities surrounding the manufacturing plants of convenience food products.

The corporate financial effects of corporate social responsibility, as executed by, and impacted upon, Prime Bank Limited, Bangladesh

Corporate Social Responsibility (CSR) is being implemented in the corporate world at an ever increasing rate, benefitting societies around the world. Several theories have been proposed that contend that the corporations who are implementing CSR programs also benefit financially, making the relationship a symbiotic one. This paper analyzes the financial health of Prime Bank Limited, Bangladesh, (PBL) over a period of a decade in order to determine if PBL has indeed benefited financially from implementing its CSR program. The analysis focuses on examining PBL’s internal and external financial indicators over an extended period of time to determine what the net effect, if any, that the CSR program has had on them. This analysis concludes that the evidence does not support the claim of a causal relationship between CSR spending and positive effects upon PBL, as measured by PBL’s financial indicators.

Impact assessment and quality analysis of corporate social responsability (CSR) programs of mining companies and their contribution to sustainable development in the communities they operate: case study Tenke Fungurume Mining SA in the Democratic Republic of Congo (DRC)

Purpose – This case study presents an impact assessment of Corporate Social Responsibility (CSR) programs of the TFM Company in order to understand how they contribute to the sustainable development of communities in areas in which they operate. Design/Methodology/Approach - Data for this study was collected using qualitative data methods that included semi-structured interviews and Focus Group Discussions most of them audio and video recorded. Documentary analysis and a field visit were also undertaken for the purpose of quality analysis of the CSR programs on the terrain. Data collected was analyzed using the Seven Questions to sustainability (7Qs) framework, an evaluation tool developed by the Mining, Minerals and Sustainable Development (MMSD) North America chapter. Content analysis method was on the other hand used to examine the interviews and FGDs of the study participants. Findings - Results shows that CSR programs of TFM SA do contribute to community development, as there have been notable changes in the communities’ living conditions. But whether they have contributed to sustainable development is not yet the case as programs that enhance the capacity of communities and other stakeholders to support these projects development beyond the implementation stage and the mines operation lifetime need to be considered and implemented. Originality/Value – In DRC, there is paucity of information of research studies that focus on impact assessment of CSR programs in general and specifically those of mining companies and their contribution to sustainable development of local communities. Many of the available studies cover issues of minerals and conflict or conflict minerals as mostly referred to. This study addressees this gap.

Dinâmica de institucionalização de práticas sociais: estudo da responsabilidade social no campo das organizações bancárias

The scope of this theses is to understand the dynamics of the institutionalization of Corporate Social Responsibility (CSR) within the Field of Banking Organizations in Brazil. Using the social analysis model put forward by Boltanski and Chiapello (1999) and reverting to the conceptual basis of the institutional approach and using Bourdieu¿s notion of interest (1996), we arrive at an analytical model that enabled us to assess CSR as part of a movement of displacement of capitalism. The theory we propose here is that with the institutionalization of CSR, actions are justified in terms of the common good, being legitimized by structural confirmations and arrangements and, at the same time, heeding the inherent interests of the Field. The means used for comprehension of the dynamics of the institutionalization of CSR were: (1) the analysis of the construction of the phenomenon of CSR, which enabled us to identify critical factors and events, leaders in Brazil and associated ratification of the institutionalization of this social practice; (2) the description of the Field of Banking Organizations and the identification of the elements of its CSR in History, which are essential steps for understanding the justifications for insertion of the Field in the movement towards CSR; (3) the identification of key players in the institutionalization of the social practice within the Field, as well as the categorization of practical actions considered socially responsible to be found in the organizations researched, analyzing them in terms of justifications and interests; (4) the analysis of the dissemination and sedimentation of structural arrangements linked to CSR in the organizations of the Field, such as specific areas created to deal with CSR, social reports and organizational websites. The field research assessed some 30 organizations and included documentary analysis and interviews. We noted that, from being a marginal and isolated action, over the course of the past decade CSR has become a structured action in banking organizations, while at the same time becoming transformed into a social value, capable of contributing to the legitimacy of the Field. In this respect, research showed that retail banks are those that are inserted in the movement towards CSR, which ratifies the thesis of the phenomenon as displacement of capitalism.

Responsabilidade social das empresas e valores humanos: um estudo sobre a atitude dos gestores brasileiros

In the last decades of the 21st century, Corporate Social Responsibility (CSR) has become one of the most widely debated issues in business management, concerning researchers, politicians, managers and society at large. With multilateral implications in economic and social life, CSR refers, essentially, to the discussion about the boundaries of business intervention in society and the ethical limits that should regulate that intervention. It questions the impact of business practices in social well-being, the role left for corporations and for the State in attending to community needs, and which are, at last, the responsibilities that tie enterprises to society. In this research, CSR is approached from the perspective of its ethical foundations, based on the moral reasoning of the business manager, as a key organizational leader with relevant decision power. Specifically, the research aims to understand how the personal human value system and the ethical orientation of managers influence their attitude towards CSR, considering this attitude as an indicator of managerial behavior that translates into corporate performance. Theoretically, CSR concept is discussed and presented as a set of social commitments, based on a strict interpretation of its meaning. As to human values, its philosophical roots are briefly analyzed and Schwartz modern motivational theory is addressed as main reference for studying the personal value system of managers in this research. Concerning ethics, based on classical theory from moral philosophy, references are seek in John Stuart Mill¿s utilitarianism, Immanuel Kant¿s deontological absolutism, John Rawls¿s theory of justice and the ethics of virtue inspired by Aristotle¿s moral thoughts. Based on an extended literature review, research hypothesis are proposed as part of a theoretical model of analysis named Individual Attitude Towards Social Responsibility Model. In order to test the theory¿s empirical validity, it was conducted a field study with 252 Brazilian managers, mainly from the metropolitan areas of São Paulo and Rio de Janeiro. Results show that managerial attitude aligned with CSR principles is favored by conservative personal values, protectors of stability and centered on collective will, and by an ethical orientation based on egalitarianism as postulated by distributive justice principles. However, results also show that the influence of values and personal ethics on managerial attitude towards CSR only occur in managers younger than 30 years old. Findings and their meanings are discussed, as well as summarized in the Axiological and Ethical Determinants of Managers¿ Social Commitment Model. Finally, methodological limitations are evaluated and clues for further research are suggested.

Ação social das empresas privadas: uma metodologia para avaliação de resultados

In the recent years Corporate Social Action (CSA) has become more and more relevant to corporate context. The aim is to benefit both poor communities and the donnor companies, as it meets the needs of their salient stakeholders. Nevertheless, there still exists considerable scepticism concerning CSA. In order to become a solid management practice, it is critcal to evidence the attained results. Up to now, the focus has been on process evaluation, that is, on the policies companies are adopting. Literature revision has shown a great need of studies related to results identification in this field. Therefore, using stakeholders` framework (according to Wood, 1991; Donaldson and Preston, 1995; Hopkins, 1997; Hamil, 1999), we have developped a methodology to evaluate CSA results, based on public and private effectiveness criteria. As we applied it to assess Xerox social action in Brazil we were able to identify the attainment degree of expected results related to the benefitted community (Mangueira) and also to some Xerox salient stakeholders (employees and clients).

Responsabilidade social sob a ótica do assédio moral: o caso furnas

The objectives of this research were to identify and to determine the mam elements presents in actions developed by the company classified as corporate social responsibility as well as the company's speech and relation with their employees1 in Fumas' productive units. In the base theoretician-empiricist, were analyzed the aspects concerning to the social management considering the postindustrial societal model, as to the social responsibility and the moral siege aspect present in the internaI company' s relations. The method that characterizes this research is the case study of a mixing economy company considered as prominence in the industrial scene of the country, from the verification of its organizational climate. The data had been gotten by direct comment and by semistructuralized interviews, carried through with workers belonging to diverse hierarchic organization's studied leveIs, involved with social practices and their organization, having relationship to the employees. The analysis was description-qualitative formo The collected data disclose to the existence of accords and dissonances between the social responsibility practical, the moral siege and the speech presented by this company. The main objective of the study was to extend the agreement concerning to the social responsibility, as well as the moral siege practiced by the company, having as reference their integrant's perceptions, considering both the current economic and social rationalities that establish a new mo dei of relationship between State, companies under its protection and the civil society.

Avaliação do estágio de desenvolvimento da responsabilidade social no Banco Central do Brasil

This study examines the corporate social responsibility (CSR) theme in Central Bank of Brazil (Bacen). The CSR movement is growing worldwide and it is related to values such as sustainability, ethics and transparency to the stakeholders. The study was performed in two parts. The first part consists of a bibliography research on the origins, the concept and the practice relating to CSR in the contemporary organizational environment. In the second part - field research - the Central Bank's Board of Directors and representatives of Ibase and Ethos Institute were interviewed and the content analysis method - a qualitative research method - was used in the interpretation of information obtained. The analysis of the interviews shows that the Board is receptive to the CSR development and that they consider the accomplishment of Central Bank's institutional mission fundamental in this process. The participation of the Bank's personnel and the incorporation of the CSR principles into the day-to-day practice are also considered necessary. Finally, one hundred indicators - based on the Ethos CSR Indicators - are proposed to evaluate the stage of development of social responsibility in Bacen on the following subjects: Values, Transparency and Governance; Internal Public; Natural Environment, Suppliers and Society. In summary, this study aims to contribute to the improvement of the knowledge of corporate social responsibility and the best practices in the public sector, particularly in Central Bank of Brazil.

Responsabilidade social: valor corporativo ou individual? O caso do Consórcio de Alumínio do Maranhão S.A.

The concept of corporative social responsability emphasizes the divergence of opinions about your meaning. The business values that direct the social actions at the company are performed by employees. This work has the objective to verify if the business values directed to the social responsibility practice act on free social actions practice of the employees of ALUMAR Consortium. The social actors involved were employees of the company that took part in some kind of social action supported by it in the period of January 1st 2003 to December 31st 2004. The methodology used was description and explanation searching to describe the phenomenon of corporate social responsibility and explain yours dimensions and influence in the practice of free actions of social responsibility. The conclusions about demonstrate that business values act on employees in the practice of free actions of social responsibility as well emphasize the strategical importance of social responsibility, regardeless the way it could be stablished and finally to organize a concept more included of social responsablity that passes by several boarding about the subject.

Como anda a tecnologia da informação no caminho das empresas rumo à responsabilidade social? Estudo exploratório de empresas que divulgam o relatório social na internet

O relatório social, instrumento importante para gestão social, prestação de contas dessa gestão, análise e estudos sobre a RSE, é publicado cada vez com mais freqüência[ABF1] na Internet, levando as questões sociais da empresa para o espaço público, potencializando, com isso, sua divulgação e seu uso. No entanto, a tecnologia da informação oferece recursos para que essas ações possam ir além da divulgação. Diante desta premissa, o estudo se propõe[ABF2] a analisar o aproveitamento desses recursos pela área de responsabilidade social da empresa. A partir de um levantamento realizado nos sites de 139 empresas, são observadas aquelas[ABF3] que divulgaram o relatório social e quais os seus interesses, projetos e ações sócio-ambientais, assim como os recursos tecnológicos que viabilizam a interação e a comunicação com stakeholders. Num segundo momento, busca-se a interação com as empresas via e-mail e realizam-se pesquisas de campo para examinar o uso da tecnologia pela área de responsabilidade social de duas empresas participantes do levantamento. Por um lado, há o desejo de diálogo e de maior proximidade com o público, sobretudo quando estão em pauta temas relacionados com o meio ambiente, a cidadania e ações comunitárias. Por outro, porém, alguns passos -ainda que curtos -são dados em direção à divulgação de informações relevantes para a sociedade (atingindo universos mais remotos).A comunicação, a interação e as práticas que permitem maior participação e integração com stakeholders carecem de maior empenho e aproveitamento dos recursos tecnológicos voltados para esses fins.

A responsabilidade social como resposta do sistemas ao ambiente institucional brasileiro pós-década de 1990: O caso do Sesc

Analysis of the influences exerted by the Brazilian institutional scenario on SESC ¿ The Social Service of Commerce, focusing state-market-society relations in the 1990 decade, states the core issue of the present dissertation. It also aims to discuss the suitability of adopting corporate social responsibility oriented actions in accordance with these changes. In the first place SESC's institutional setting, and questions addressed to it, as well as pressures to which the organization has been submitted since the mid 1980's are presented to the reader. Following, elements of particular significance closely related to SESC's present institutional framework are described: the country's political redemocratization, social and organizational networks, state reform, and the like.

Relacionando o comprometimento organizacional e a responsabilidade social corporativa

A competitividade e a responsabilidade social têm sido temas de constante discussão nos meios acadêmicos e econômicos. De um lado, as empresas buscam a competitividade através da eficiência, da excelência e da melhora constante de desempenho. Este desempenho, conforme já colocado por Bateman e Strasser (1984), encontra entre suas bases o comprometimento dos empregados com a sua organização. De outro lado, a sociedade, e todos os grupos nela atuantes, cobram de maneira cada vez mais forte e ampla que as empresas ajam de forma socialmente responsável. Neste sentido, o presente trabalho buscou analisar um modelo de comprometimento organizacional e um de responsabilidade social corporativa que fornecessem as bases para a compreensão desses dois construtos e as possíveis relações entre eles. A partir dos modelos estudados, obtiveram-se quatro grupos de interesse para os quais as atividades de responsabilidade social corporativa podem ser direcionadas – stakeholders sociais e não sociais, empregados, consumidores e governo – e três dimensões do comprometimento organizacional – afetiva, normativa e instrumental. Através de análises de correlação e de regressão linear simples e algumas ponderações teóricas, concluiu-se que, para a amostra obtida, as atividades de responsabilidade social corporativa voltadas aos empregados e aos consumidores possuem relação positiva com os comprometimentos afetivo e normativo, enquanto que as ações de responsabilidade social corporativa voltadas a stakeholders sociais e não sociais e ao governo possuem relação direta apenas com o comprometimento afetivo. As demais relações entre a variável dependente e independente se mostraram inexistentes. Desta forma, este trabalho propõe que os gestores das organizações, conhecedores dos possíveis efeitos benéficos sobre o comprometimento organizacional de seus empregados e, conseqüentemente, seus resultados e desempenho, atuem no sentido de esclarecer e melhorar a percepção de seus empregados sobre as atividades de responsabilidade social corporativa. Além de aprofundar o conhecimento sobre as causas e antecedentes do comprometimento organizacional, acredita-se que os resultados demonstrados possam direcionar as organizações em suas ações de conscientização sobre responsabilidade social corporativa de forma mais efetiva.