A influência da responsabilidade social empresarial no marketing social
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2021
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Esta pesquisa aborda a responsabilidade social empresarial (RSE) e como
esta se relaciona com o marketing social, percebendo em que pontos estes
dois conceitos divergem e convergem. Partindo da teoria da RSE (Carroll,
1979, Schwartz e Carroll, 2003) e dos seus conceitos, procurou-se perceber
até que ponto influenciam o marketing social (Kotler e Zaltaman, 1971;
Oglethorpe, 1995; Meira e Santos, 2012; Kotler e Lee, 2001).
Existem algumas reticências quanto à caracterização do tema de RSE no
mundo académico, pois alguns autores defendem que as organizações
devem cumprir apenas com as suas obrigações legais (Friedman, 1970),
outros, defendem que não se trata de uma obrigação, mas sim de um dever
para com a sociedade (Davis, 1973). Com base no modelo de RSE de
Carroll (1979), as empresas podem seguir-se por alguns princípios.
Atualmente percebe-se a necessidade da gestão empresarial em criar
relacionamentos mais éticos no mundo dos negócios para poder sobreviver
e, obviamente, obter vantagens competitivas (Silva, 2012).
O marketing social é uma ferramenta estratégica de marketing e de
posicionamento que associa uma empresa ou marca a uma causa social
relevante, em que ambas beneficiam. Existem três conceitos de marketing
social: o posicionamento, a marca e a brand equity (Silva, 2012) e um dos
seus principais objetivos é levar o consumidor a seguir comportamentos
mais responsáveis (Meira e Santos, 2012).
Adotando a metodologia de estudo de caso e aplicando-a ao contexto
português, nomeadamente ao setor farmacêutico, analisou-se o tipo de
correlação existente entre estes dois principais conceitos: responsabilidade
social empresarial e marketing social.
Após a análise de algumas proposições, podemos concluir que esta
correlação existe. A RSE influência o marketing social.
This research addresses corporate social responsibility (CRS) and how it relates to social marketing, realizing where these two concepts diverge and converge. Starting from the theory of CRS (Carroll, 1979, Schwartz e Carroll, 2003) and the concepts associated, we tried to understand the extent to which they influence social marketing (Kotler e Zaltaman, 1971; Oglethorpe, 1995; Meira e Santos, 2012; Kotler e Lee, 2001). There are some reservations about the characterization of CRS fear in the academic world. Some authors argue that companies should only comply with their legal obligations (Friedman, 1970), others, argue that it’s not an obligation, but a duty towards society (Davis, 1973). Based on the CRS model, by Carroll (1979), how companies can be followed by some principles. Currently, there is a need for business management to create more ethics in the business world in order to survive, and obviouly, obtain competitive advantages (Silva, 2012). Social marketing is a strategic marketing and positioning tool, that associates a company or brand with a relevant social cause, in which both benefit. There are three concepts in social marketing: positioning, brand and brand equity (Silva, 2012) and one of your main objetctives is to lead the consumer to change is behavior for a more responsible one (Meira and Santos, 2012). Adopting the case study methodology and applying it to the portuguese context, namely to the pharmaceuticl setor, we analyzed the type of correlation between these two main concepts: corporate social responsibility and social marketing. After analyzing some prepositions, we can conclude that this correlation exists. CRS influences social marketing.
This research addresses corporate social responsibility (CRS) and how it relates to social marketing, realizing where these two concepts diverge and converge. Starting from the theory of CRS (Carroll, 1979, Schwartz e Carroll, 2003) and the concepts associated, we tried to understand the extent to which they influence social marketing (Kotler e Zaltaman, 1971; Oglethorpe, 1995; Meira e Santos, 2012; Kotler e Lee, 2001). There are some reservations about the characterization of CRS fear in the academic world. Some authors argue that companies should only comply with their legal obligations (Friedman, 1970), others, argue that it’s not an obligation, but a duty towards society (Davis, 1973). Based on the CRS model, by Carroll (1979), how companies can be followed by some principles. Currently, there is a need for business management to create more ethics in the business world in order to survive, and obviouly, obtain competitive advantages (Silva, 2012). Social marketing is a strategic marketing and positioning tool, that associates a company or brand with a relevant social cause, in which both benefit. There are three concepts in social marketing: positioning, brand and brand equity (Silva, 2012) and one of your main objetctives is to lead the consumer to change is behavior for a more responsible one (Meira and Santos, 2012). Adopting the case study methodology and applying it to the portuguese context, namely to the pharmaceuticl setor, we analyzed the type of correlation between these two main concepts: corporate social responsibility and social marketing. After analyzing some prepositions, we can conclude that this correlation exists. CRS influences social marketing.
Descrição
Orientação: Marta Maria Cordeiro Lopes
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, MARKETING SOCIAL, RESPONSABILIDADE SOCIAL, EMPRESAS, ESTUDOS DE CASO, COMMUNICATION, SOCIAL MARKETING, SOCIAL RESPONSIBILITY, COMPANIES, CASE STUDIES