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A Responsabilidade social empresarial na grande distribuição: o caso da Auchan Retail Portugal
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A presente dissertação analisa o enquadramento da Responsabilidade Social Empresarial (RSE) em dois contextos distintos – Portugal e os Emirados Árabes Unidos (EAU). Iniciada por uma revisão teórica sobre o conceito, o presente trabalho centra-se na relação entre a voluntariedade ética e a regulação institucional presente em Portugal e nos EAU.
Esta análise comparativa permite concluir dois caminhos diferentes para o mesmo objetivo: em Portugal, o destaque na obrigação e na prestação de contas; nos Emirados, o estímulo à participação e ao reconhecimento público.
Como estudo de caso, a Auchan Retail Portugal, foi analisada a forma como incorpora os princípios da ISO 26000 e da RSE quer na sua cultura interna como no seu modelo de gestão. O seu relatório de sustentabilidade mostra, assim, que é possível conciliar disposições legais com o compromisso social.
A RSE revela-se mais autêntica quando incluída nos valores institucionais, exercida por escolha e não por imposição. Quando aceite como uma responsabilidade partilhada ações de RSE medem a maturidade social das organizações (Magalhães, 2009).
Por fim, conclui-se que a atuação da Auchan demonstra uma modelo de negócio orientado para a sustentabilidade e a responsabilidade corporativa, servido como exemplo de integração efetiva da RSE na estratégia empresarial contemporânea.
This dissertation analyzes the framework of Corporate Social Responsibility (CSR) in two different contexts—Portugal and the United Arab Emirates (UAE). Beginning with a theoretical review of the concept, this work focuses on the relationship between ethical voluntarism and institutional regulation in Portugal and the UAE. This comparative analysis leads to the conclusion that there are two different paths to the same goal: in Portugal, the emphasis is on obligation and accountability; in the Emirates, the emphasis is on encouraging participation and public recognition. As a case study, Auchan Retail Portugal was analyzed to see how it incorporates the principles of ISO 26000 and CSR into both its internal culture and its management model. Its sustainability report shows that it is possible to reconcile legal provisions with social commitment. CSR is more authentic when it is included in institutional values and exercised by choice rather than imposition. When accepted as a shared responsibility, CSR actions measure the social maturity of organizations (Magalhães, 2009). Finally, it can be concluded that Auchan's actions demonstrate a business model geared towards sustainability and corporate responsibility, serving as an example of the effective integration of CSR into contemporary business strategy.
This dissertation analyzes the framework of Corporate Social Responsibility (CSR) in two different contexts—Portugal and the United Arab Emirates (UAE). Beginning with a theoretical review of the concept, this work focuses on the relationship between ethical voluntarism and institutional regulation in Portugal and the UAE. This comparative analysis leads to the conclusion that there are two different paths to the same goal: in Portugal, the emphasis is on obligation and accountability; in the Emirates, the emphasis is on encouraging participation and public recognition. As a case study, Auchan Retail Portugal was analyzed to see how it incorporates the principles of ISO 26000 and CSR into both its internal culture and its management model. Its sustainability report shows that it is possible to reconcile legal provisions with social commitment. CSR is more authentic when it is included in institutional values and exercised by choice rather than imposition. When accepted as a shared responsibility, CSR actions measure the social maturity of organizations (Magalhães, 2009). Finally, it can be concluded that Auchan's actions demonstrate a business model geared towards sustainability and corporate responsibility, serving as an example of the effective integration of CSR into contemporary business strategy.
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Palavras-chave
Responsabilidade social empresarial ISO 26000 Portugal Emirados Árabes Unidos Auchan Ética Corporate Social Responsibility United Arab Emirates Ethics