Endomaketing as a motivational strategy for social responsibility

• Autor(a) principal: SANTOS, AMANDA CRISTINA DA SILVA
• Data de Publicação: 2013
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Roraima - RARR
• Texto Completo: https://revista.ufrr.br/adminrr/article/view/1562
• topic: Employee; Endomarketing; Social Responsibility.; Colaborado; Endomarketing; Responsabilidade Social.

Nowadays the companies need to adapt to new realities and changes that are occurring in the business scenario, through the vision of socially responsible business. However, companies need their employees to absorption of SR strategies to achieve the expected impact, develop a partnership through internal marketing program. This research aims to analyze the influence of internal marketing to motivating employees to SR. We performed a quantitative approach with application of 120 questionnaires approximately 30% of company employees of branch power distribution. It was used as a research strategy case study. Analyzed the socio-demographic profile of employees and the motivational factors of employees for the SR. It was observed that the profile of the employees was not intrinsically related to the motivational factors of employees, but that older employees are more motivated and engaged to participate in the projects than the younger. We identified 07 motivating factors for SR, grouped into two distinct factors. In the particular case of the company observed 03 aspects relevant to the influence of internal marketing in motivating employees to SR. The company's role is crucial to the growth and development of your goals.