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Keywords: responsabilidade social empresarial;  gestão;  atividades sociais e ambientais;  imagem;  reputação;  Enterprise Social Responsibility;  administration period;  social and environmental activities;  image;  reputation
Issue Date: 12-Jun-2006
Abstract: The subject Social Responsibility has been receiving increased attention both in academic as well as enterprising circles. According to Ashley (2005), for starters the company obtains benefits such as: capital cost rationalization, consumer perceived differentiation, investor perceived differentiation (investors prefer to invest in socially responsible companies), share value increase, solidification of its internal structure, sustainable growth when in fact incorporated into the company culture, which also adds value to the company in the form of competitive advantage, represented by increased reputed capital return, increased value and productivity. Besides that, compensations such as: improved corporate image, better results and employee relationship, easier access to capital, with investments coming from socially conscientious investors. All in all, these factors will improve the financial performance of the company and positively affect its valuation. With this in mind, this study proposes to investigate if the corporate action of Social Responsibility achieves in an institutional way the possibility of attaining sustainable and quantifiable gains for companies pursuing this route. What results is a bibliographical revision of the Social Responsibility concepts, Theory of Interest Groups, Costs of Transaction and Reputation, towards an improved perception of open capital enterprises which implement in their operations the Enterprise Social Responsibility, and finally verifying if financial and corporate image gains resulted for these companies. Considering all the above, this research developed into a case-study of the Perdigão company which operates in the Brazilian and International agricultural food-supply market. As part of this study, the principal social and environmental activities developed by Perdigão were identified for the period of 1994 to 2004. Besides that, also highlighted were the main events which occurred internally to the company, such as: open capital restructuring, administrative professionalization, opening up of capital, amongst others. And, in relation to the external environment, events like: Crisis in the International Financial System, changes in exchange policy, Foot and Mouth disease, Crazy Cow disease, etc. These changes influenced significantly the strategies and administration of Perdigão during the period from 1994 to 2004. Based on these relevant events, the administration planned its expansion in the internal and international market, constantly making sure its industrial park was kept under constant modernization, with the implementation of technological advances and positioning its industrial units, both in the internal as well in the external market, in strategic locations. The Perdigão case-study established the influence of the Social Responsibility as in fact 2 disseminated in the culture, the mission and the values of the company in this period (1994 to 2004), through the analysis of Perdigão s yearly reports, the vision of its administrators (questionnaires and interviews) and the theoretical reference material. It was concluded that the administration of Perdigão, oriented towards the Enterprise Social Responsibility, developed its administrative strategies based upon the study of the economy scenario, benchmarking policies, an evaluation system composed of: internal auditing, quality programs, certifications, social balance, social corporative actions directed towards its internal audience, to the communities surrounding its industrial units and the environment, allowing the achieving of objectives such as: employee loyalty, increase of productivity, increased reputation, creation of value and gains beneficial to the perceived corporate image. The Perdigão case-study contributed to a reflection about the limits, opportunities and lacunae in the practices and theorization about the significance attributed to the concept of Enterprise Social Responsibility
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