Da filantropia à responsabilidade social
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFSCAR |
Texto Completo: | https://repositorio.ufscar.br/handle/ufscar/3646 |
Resumo: | In this work, from a case study approach, we discuss social responsibility from the idea of philanthropy. Analyzing the Brazilian subsidiary of a north-american cosmetics company whose disclosures says their social actions began in the nineteenth century, we point out and discuss the changes in the forms of involvement with society and how it deals with the issue of social responsibility. We addressed the most significant changes the behavior of the company in social issues and the kind of engagement with actors outside the firm. Therefore, we performed the analysis of the material of the company and its social projects, interviews with people involved in these projects and a literature search on the topics addressed. The results show a change in the treatment of social issues by the company and the importance of emotion in marketing the company and its social responsibility programs for customers and resellers of the brand, while for the market the use of this emotion is justified in a ' more rational ' manner. It became apparent even to the insertion of new actors in the framework of responsibility and commitment: government agencies, resellers, customers, non-governmental organizations are being included in the context of responsibility, making the idea of social responsibility be seen as a joint and not an individual attitude of the company. |
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Assis, Karina Gomes deGrün, Robertohttp://lattes.cnpq.br/6028266827740491http://lattes.cnpq.br/40580772867343445b754bc7-300e-4799-868b-7781a560c2ff2016-06-02T19:51:46Z2010-12-012016-06-02T19:51:46Z2010-10-22ASSIS, Karina Gomes de. Da filantropia à responsabilidade social. 2010. 177 f. Dissertação (Mestrado em Ciências Exatas e da Terra) - Universidade Federal de São Carlos, São Carlos, 2010.https://repositorio.ufscar.br/handle/ufscar/3646In this work, from a case study approach, we discuss social responsibility from the idea of philanthropy. Analyzing the Brazilian subsidiary of a north-american cosmetics company whose disclosures says their social actions began in the nineteenth century, we point out and discuss the changes in the forms of involvement with society and how it deals with the issue of social responsibility. We addressed the most significant changes the behavior of the company in social issues and the kind of engagement with actors outside the firm. Therefore, we performed the analysis of the material of the company and its social projects, interviews with people involved in these projects and a literature search on the topics addressed. The results show a change in the treatment of social issues by the company and the importance of emotion in marketing the company and its social responsibility programs for customers and resellers of the brand, while for the market the use of this emotion is justified in a ' more rational ' manner. It became apparent even to the insertion of new actors in the framework of responsibility and commitment: government agencies, resellers, customers, non-governmental organizations are being included in the context of responsibility, making the idea of social responsibility be seen as a joint and not an individual attitude of the company.Neste trabalho, a partir de um estudo de caso, abordamos a responsabilidade social partindo da idéia de filantropia. Analisando a filial brasileira de uma empresa de cosméticos norteamericana cujas divulgações afirmam que suas ações sociais tiveram início no século XIX, apontamos e discutimos as mudanças nas formas de envolvimento da empresa com a sociedade e o modo como lida com a questão da responsabilidade social. Foram abordadas as mudanças mais significativas do comportamento da empresa frente às questões sociais e o tipo de envolvimento com atores externos à empresa. Para tanto foram realizadas a análise dos materiais de divulgação da empresa e de seus projetos sociais, entrevistas com pessoas envolvidas nestes projetos e uma pesquisa bibliográfica sobre os temas tratados. Os resultados obtidos demonstram uma mudança no tratamento das questões sociais pela empresa e a importância da emotividade na sua divulgação e de seus programas de responsabilidade social para clientes e revendedores da marca, enquanto que para o mercado o uso desta emoção justifica-se de forma mais racional . Tornou-se perceptível ainda a inserção de novos atores no quadro de responsabilidade e comprometimento: órgãos públicos, revendedores, clientes, organizações não-governamentais são incluídos no contexto de responsabilidade, fazendo com que a idéia de responsabilidade social seja encarada como uma ação conjunta e não uma atitude individual da empresa.Universidade Federal de Minas Geraisapplication/pdfporUniversidade Federal de São CarlosPrograma de Pós-Graduação em Engenharia de Produção - PPGEPUFSCarBRResponsabilidade socialSociologia econômicaMarketing de redeTeoria da organizaçãoCapitalismo carismáticoSocial responsibilityEconomic sociologyCharismatic capitalismOrganizational theoryENGENHARIAS::ENGENHARIA DE PRODUCAODa filantropia à responsabilidade socialinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-1-1ee497733-8007-45f6-a49e-cec6a76c4d00info:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFSCARinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARORIGINAL3323.pdfapplication/pdf1068977https://repositorio.ufscar.br/bitstream/ufscar/3646/1/3323.pdfe4175e75a7b16040c451e606b620e6e4MD51TEXT3323.pdf.txt3323.pdf.txtExtracted texttext/plain0https://repositorio.ufscar.br/bitstream/ufscar/3646/2/3323.pdf.txtd41d8cd98f00b204e9800998ecf8427eMD52THUMBNAIL3323.pdf.jpg3323.pdf.jpgIM Thumbnailimage/jpeg5346https://repositorio.ufscar.br/bitstream/ufscar/3646/3/3323.pdf.jpg5f79caae8c0323150658a6339689f84eMD53ufscar/36462023-09-18 18:31:09.367oai:repositorio.ufscar.br:ufscar/3646Repositório InstitucionalPUBhttps://repositorio.ufscar.br/oai/requestopendoar:43222023-09-18T18:31:09Repositório Institucional da UFSCAR - Universidade Federal de São Carlos (UFSCAR)false |
dc.title.por.fl_str_mv |
Da filantropia à responsabilidade social |
title |
Da filantropia à responsabilidade social |
spellingShingle |
Da filantropia à responsabilidade social Assis, Karina Gomes de Responsabilidade social Sociologia econômica Marketing de rede Teoria da organização Capitalismo carismático Social responsibility Economic sociology Charismatic capitalism Organizational theory ENGENHARIAS::ENGENHARIA DE PRODUCAO |
title_short |
Da filantropia à responsabilidade social |
title_full |
Da filantropia à responsabilidade social |
title_fullStr |
Da filantropia à responsabilidade social |
title_full_unstemmed |
Da filantropia à responsabilidade social |
title_sort |
Da filantropia à responsabilidade social |
author |
Assis, Karina Gomes de |
author_facet |
Assis, Karina Gomes de |
author_role |
author |
dc.contributor.authorlattes.por.fl_str_mv |
http://lattes.cnpq.br/4058077286734344 |
dc.contributor.author.fl_str_mv |
Assis, Karina Gomes de |
dc.contributor.advisor1.fl_str_mv |
Grün, Roberto |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/6028266827740491 |
dc.contributor.authorID.fl_str_mv |
5b754bc7-300e-4799-868b-7781a560c2ff |
contributor_str_mv |
Grün, Roberto |
dc.subject.por.fl_str_mv |
Responsabilidade social Sociologia econômica Marketing de rede Teoria da organização Capitalismo carismático |
topic |
Responsabilidade social Sociologia econômica Marketing de rede Teoria da organização Capitalismo carismático Social responsibility Economic sociology Charismatic capitalism Organizational theory ENGENHARIAS::ENGENHARIA DE PRODUCAO |
dc.subject.eng.fl_str_mv |
Social responsibility Economic sociology Charismatic capitalism Organizational theory |
dc.subject.cnpq.fl_str_mv |
ENGENHARIAS::ENGENHARIA DE PRODUCAO |
description |
In this work, from a case study approach, we discuss social responsibility from the idea of philanthropy. Analyzing the Brazilian subsidiary of a north-american cosmetics company whose disclosures says their social actions began in the nineteenth century, we point out and discuss the changes in the forms of involvement with society and how it deals with the issue of social responsibility. We addressed the most significant changes the behavior of the company in social issues and the kind of engagement with actors outside the firm. Therefore, we performed the analysis of the material of the company and its social projects, interviews with people involved in these projects and a literature search on the topics addressed. The results show a change in the treatment of social issues by the company and the importance of emotion in marketing the company and its social responsibility programs for customers and resellers of the brand, while for the market the use of this emotion is justified in a ' more rational ' manner. It became apparent even to the insertion of new actors in the framework of responsibility and commitment: government agencies, resellers, customers, non-governmental organizations are being included in the context of responsibility, making the idea of social responsibility be seen as a joint and not an individual attitude of the company. |
publishDate |
2010 |
dc.date.available.fl_str_mv |
2010-12-01 2016-06-02T19:51:46Z |
dc.date.issued.fl_str_mv |
2010-10-22 |
dc.date.accessioned.fl_str_mv |
2016-06-02T19:51:46Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
ASSIS, Karina Gomes de. Da filantropia à responsabilidade social. 2010. 177 f. Dissertação (Mestrado em Ciências Exatas e da Terra) - Universidade Federal de São Carlos, São Carlos, 2010. |
dc.identifier.uri.fl_str_mv |
https://repositorio.ufscar.br/handle/ufscar/3646 |
identifier_str_mv |
ASSIS, Karina Gomes de. Da filantropia à responsabilidade social. 2010. 177 f. Dissertação (Mestrado em Ciências Exatas e da Terra) - Universidade Federal de São Carlos, São Carlos, 2010. |
url |
https://repositorio.ufscar.br/handle/ufscar/3646 |
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