Social Responsibility and Social Marketing Monsanto: analysis by the collaboration continuum

• Autor(a) principal: Souza, Silmara Regina de
• Data de Publicação: 2018
• Outros Autores: Zaccaria, Rosana Borges, Pitombo, Teresa Dias de Toledo, Monteiro, Thel Augusto
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Metropolitana de Sustentabilidade
• Texto Completo: https://revistaseletronicas.fmu.br/index.php/rms/article/view/1197
• topic: Business Social Responsibility; Social Marketing; Collaboration Continuum.; Palabras clave; Responsabilidad social de las empresas; el marketing social; Continuum modelo.; Responsabilidade Social Empresarial; Marketing Social; Modelo Continuum.

Issues related to social demands have been widely discussed both in theoretical debates in the academic environment and in the business sector, and several terms like corporate social responsibility, social marketing, marketing related to a certain cause have been playing a great role inside companies. However, many organizations have misused such actions by embracing isolated actions without considering them within a strategic context. The presente work was intended to study the concepts mentioned above and the Continuum Model of Collaboration among sectors. A survey on secondary sources was preferred in order to analyse the social investments of the Montesanto company and the stages in which this company is, according to the Continuum model of Collaboration.