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Advisor(s)
Abstract(s)
Face às alterações empresariais impostas pela globalização e a subsequente abertura das
fronteiras económicas, num mundo inundado por marcas e produtos, a diferenciação faz cada
vez mais sentido para gerar retorno às empresas. Este trabalho demonstra que estão a decorrer
transformações empresariais importantes e que as políticas empresariais não podem ser tão
centradas no capitalismo e criação de lucro máximo apenas para os acionistas. O mundo de
hoje é muito complexo, não podem existir apenas estados com preocupações sociais as
empresas também devem ter essa preocupação. Após apresentação de alguns conceitos de
Responsabilidade Social Empresarial (RSE), são apresentadas algumas noções e movimentos
recentes, os quais dão ênfase ao facto de que as empresas conseguirão melhores retornos se
forem socialmente responsáveis e se tiverem posturas empresariais assentes em princípios
éticos e sustentáveis. Fizemos também o levantamento dos procedimentos, guias e
certificações, mais importantes, que as empresas adoptam em termos de RSE, e em termos de
Gestão de Qualidade.
Com a investigação que efetuamos pretendemos aferir se, na sociedade atual, a RSE é uma
causa ou um bem necessário às empresas, para que estas apresentem resultados financeiros
vantajosos, aumentem a notoriedade da sua marca e conquistem novos clientes. Pretendemos
também explorar o novo conceito de Creating Shared Value (CSV), verificando se é um conceito
apreendido e implementado pelas empresas.
Taking into account the business changes imposed by globalization and the subsequent opening of economic borders, a world awash in brands and products, differentiation makes more and more sense for companies to generate returns. This work shows that important business changes are taking place and business policies cannot be so much focused on capitalism and creating maximum profit for shareholders. Today the world is very complex, states cannot be the only entity with social concerns, and companies should also have this concern. After the presentation of some concepts of Corporate Social Responsibility (CSR), we present some notions and recent movements, which emphasize the fact that businesses get better returns if they are socially responsible and have an ethical and sustainable business posture. We also survey the most important procedures, guides and certifications that companies adopt in terms of CSR, and in terms of Quality Management. With the research we made we want to assess whether, in the present society, CSR is a cause or a necessary good for companies, so that they present better financial results, increase its brand awareness and conquer new customers. We also intend to explore the new concept of Creating Shared Value (CSV), examining whether the concept is grasped and implemented by companies.
Taking into account the business changes imposed by globalization and the subsequent opening of economic borders, a world awash in brands and products, differentiation makes more and more sense for companies to generate returns. This work shows that important business changes are taking place and business policies cannot be so much focused on capitalism and creating maximum profit for shareholders. Today the world is very complex, states cannot be the only entity with social concerns, and companies should also have this concern. After the presentation of some concepts of Corporate Social Responsibility (CSR), we present some notions and recent movements, which emphasize the fact that businesses get better returns if they are socially responsible and have an ethical and sustainable business posture. We also survey the most important procedures, guides and certifications that companies adopt in terms of CSR, and in terms of Quality Management. With the research we made we want to assess whether, in the present society, CSR is a cause or a necessary good for companies, so that they present better financial results, increase its brand awareness and conquer new customers. We also intend to explore the new concept of Creating Shared Value (CSV), examining whether the concept is grasped and implemented by companies.
Description
Dissertação de Mestrado
apresentada ao Instituto Supeior de Contabilidade e Administração do Porto
para a obtenção do grau de Mestre em Marketing Digital, sob a orientação da
Doutora Sandrina Francisca Teixeira
Keywords
Responsabilidade Social Empresarial (RSE) Creating Shared Value (CSV) Corporate Social Responsibility (CSR) Creating Shared Value (CSV)
Citation
Publisher
Instituto Politécnico do Porto. Instituto Superior de Contabilidade e Administração do Porto