Responsabilidade social e reputação corporativa: uma investigação sobre a percepção dos stakeholders numa concessionária de energia elétrica nordestina

• Autor(a) principal: Macêdo, João Marcelo Alves
• Data de Publicação: 2011
• Outros Autores: Cordeiro, Josimar Farias, Pereira, Luiz Arthur Cavalcanti, Ribeiro Filho, José Francisco, Torres, Umbelina Cravo Lagioia, Lopes, Jorge Expedito de Gusmão
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de contabilidade e organizações
• Texto Completo: https://www.revistas.usp.br/rco/article/view/34786
• topic: Responsabilidade social; Reputação corporativa; Concessionária energia elétrica; Social responsibility; Corporate reputation; Energy dealer

The new scenario, where organizations realize the importance in dealing with several factors that circumscribe its environment, makes the figure of the stakeholder a key point for this interaction between organization and environment. This study sought to highlight the corporate reputation, from the identity of the associated image and desired image Celpe, northeast electric utility, in the matters of corporate social responsibility, through the perceptions of stakeholders within the context of that company. The participants were service users of the studied company, representing the image associated with the company, and employees. We identified several aspects of socially responsible practices promoted by the organization and set out in questionnaires for the two groups. When analyzing the results it was found that the company has little knowledge of social Celpe, while several of their employees know such actions. It was evidenced that these actions have reduced their visibility when the service fails. However, when relating the various aspects of social responsibility and corporate reputation of the organization, the results provide evidence of an association between these variables, for both groups of participants.