Influência da responsabilidade social na reputação organizacional
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2018
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No contexto atual do mercado, a responsabilidade social corporativa (RSC) tem ganhado cada vez mais relevância, tornando-se um dos assuntos éticos mais debatido nos meios académico e empresarial. Nesta perspetiva, esta pesquisa aborda a RSC na ótica da reputação organizacional, investigando até que ponto a RSC influencia a reputação organizacional. A metodologia utilizada foi de caráter qualitativo do tipo estudo de caso, aplicada a três empresas portuguesas que investem em ações de RSC. Da investigação resultou a conclusão de que as empresas dão grande importância à sua reputação, já que acreditam que uma boa reputação tem um valor estratégico, servindo como um instrumento de diferenciação e criando barreira às ameaças competitivas. As empresas apostam na promoção de práticas sociais para melhorar a relação com os stakeholders como também para melhorar a perceção da sua imagem institucional, confirmando a existência de uma influência positiva da RSC na reputação organizacional.
Corporate Social Responsibility (CSR) has been gaining increasing relevance in the current market context, becoming one of the most widely debated ethical topics among academia and business actors. In this sense, the present research approaches CSR through the prism of corporate reputation, thus studying to what extent CSR impacts on it. The methodology used was qualitative data analysis of case studies centred round three Portuguese companies engaged in CSR activities. The findings of this study showed that reputation is of utmost importance for these businesses inasmuch as they believe good reputation adds strategic value. Not only does it function as a means of differentiation but it also creates a shield against threatening competition. Said companies actively promote good social conduct in order to improve both their relationship with stakeholders and their business image perception. This offers evidence CSR influences organisational reputation positively.
Corporate Social Responsibility (CSR) has been gaining increasing relevance in the current market context, becoming one of the most widely debated ethical topics among academia and business actors. In this sense, the present research approaches CSR through the prism of corporate reputation, thus studying to what extent CSR impacts on it. The methodology used was qualitative data analysis of case studies centred round three Portuguese companies engaged in CSR activities. The findings of this study showed that reputation is of utmost importance for these businesses inasmuch as they believe good reputation adds strategic value. Not only does it function as a means of differentiation but it also creates a shield against threatening competition. Said companies actively promote good social conduct in order to improve both their relationship with stakeholders and their business image perception. This offers evidence CSR influences organisational reputation positively.
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Orientação: Marta Maria Cordeiro Lopes
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MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES, COMUNICAÇÃO, RESPONSABILIDADE SOCIAL, IMAGEM ORGANIZACIONAL, IDENTIDADE, EMPRESAS, COMMUNICATION, SOCIAL RESPONSIBILITY, ORGANIZATIONAL IMAGE, IDENTITY, COMPANIES