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A Responsabilidade Social Corporativa (RSC) é considerada um dos fatores mais
importantes na construção de uma imagem organizacional positiva e apresenta diversos
benefícios como: atração de talentos, criação de vantagens competitivas, posicionamento
diferenciado e fidelização de clientes (Alrubaiee et al., 2017). Segundo Vanhaltren (2015)
a RSC é o segundo elemento mais importante na avaliação da reputação de uma empresa,
a seguir à qualidade de produto.
A indústria do mercado de luxo tem implementado mudanças estruturais originadas pelo
aparecimento de novos segmentos no mercado e o crescimento do “online” como um
importante canal de comunicação e interação com os seus públicos. A atenção dos
responsáveis de organizações do setor do mercado de luxo está centrada na definição de
estratégias e táticas que visem a criação de valor para os seus diferentes públicos
institucionais com o objetivo de se diferenciar, melhorar a sua identidade e imagem de
marca, reputação, oferecendo uma experiência singular.
De acordo com estudos recentes, o público “clientes” demonstram um grande interesse
pelo valor social das marcas de luxo, exercendo desta forma uma influência significativa
no seu comportamento. Este estudo tem como objetivo adquirir uma visão sobre o
compromisso com a RSC ao nível estratégico de uma organização, na área da indústria
de mobiliário de luxo.
Neste sentido, foram realizadas entrevistas aos diretores de comunicação e marketing de
empresas de mobiliário de luxo que desenvolvem a sua atividade em mercados nacionais
e internacionais. Pretende-se, assim, analisar o impacto das estratégias de
responsabilidade social e sustentabilidade na estrutura organizacional das empresas no
setor, bem como apresentar recomendações de ações na área da CSR nas empresas.
Corporate Social Responsibility (CSR) is considered one of the most important factors in building a positive image for an organization and offers several benefits such as talent attraction, creation of competitive advantages, distinctive positioning, and customer loyalty (Alrubaiee et al., 2017). According to Vanhaltren (2015) CSR is the second most crucial factor in assessing a company's reputation, following product quality. The luxury industry has undergone structural changes due to the emergence of new market segments and online growth as a significant channel for communication and interaction with its Stakeholders. Leaders in the luxury market organizations are focused on defining strategies and tactics aimed at creating value for their various institutional audiences with the objective of differentiation, enhancing their brand identity and image, and reputation while offering a unique experience. According to recent studies, the "customer" audience shows a significant interest in the social value of luxury brands, thereby exerting a considerable influence on their behavior. This study aims to provide insight into the commitment to CSR at a strategic level of an organization in the luxury furniture industry. In this regard, interviews were conducted with the marketing and communication directors from luxury furniture companies operating at a both national and international level. Furthermore, the goal is to analyze the impact of social responsibility and sustainability strategies on the organizational structure of companies in the sector and to provide recommendations regarding initiatives in the area of CSR.
Corporate Social Responsibility (CSR) is considered one of the most important factors in building a positive image for an organization and offers several benefits such as talent attraction, creation of competitive advantages, distinctive positioning, and customer loyalty (Alrubaiee et al., 2017). According to Vanhaltren (2015) CSR is the second most crucial factor in assessing a company's reputation, following product quality. The luxury industry has undergone structural changes due to the emergence of new market segments and online growth as a significant channel for communication and interaction with its Stakeholders. Leaders in the luxury market organizations are focused on defining strategies and tactics aimed at creating value for their various institutional audiences with the objective of differentiation, enhancing their brand identity and image, and reputation while offering a unique experience. According to recent studies, the "customer" audience shows a significant interest in the social value of luxury brands, thereby exerting a considerable influence on their behavior. This study aims to provide insight into the commitment to CSR at a strategic level of an organization in the luxury furniture industry. In this regard, interviews were conducted with the marketing and communication directors from luxury furniture companies operating at a both national and international level. Furthermore, the goal is to analyze the impact of social responsibility and sustainability strategies on the organizational structure of companies in the sector and to provide recommendations regarding initiatives in the area of CSR.
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Keywords
Responsabilidade social corporativa Relações públicas Sustentabilidade Luxo Corporate social responsibility Sustainability Public relations Luxury