Delta cafés : prática de Responsabilidade Social ou Estratégia de Marketing Promocional?
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2012
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Nesta dissertação será abordada a temática de Responsabilidade Social no ponto de vista teórico, as suas origens, dimensões, desenvolvimento, e a sua importância nos dias de hoje.
Será igualmente abordado a importância do Livro Verde, livro este que promove um quadro europeu para a responsabilidade nas empresas.
Com algum destaque, os media representam uma parte essencial para que a informação sobre a responsabilidade social chegue às partes interessadas bem como à sociedade. De certa forma, cabe aos media transmitir as suas vertentes, os eventos futuros, o que cada empresa fez ou faz (neste caso a empresa Delta Cafés) para promover as suas práticas de responsabilidade social.
Bem como no ponto de vista prático, sendo o caso concreto da empresa Delta Cafés, será feita uma tentativa de articular a parte teórica da responsabilidade social, com o caso prático, que será a junção de ambos, tentando assim perceber se a empresa pratica realmente responsabilidade social ou se não passa de uma estratégia de marketing promocional.
This dissertation will be addressed to the issue of Social Responsibility in the theoretical point of view, its origins, dimensions, development, and its importance today. It shall also examine the importance of the Green Paper, this book promotes a European framework for corporate responsibility. With some attention, the media represent an essential part of the information on social responsibility reaches the stakeholders and society. In a way, it is up to the media to transmit its aspects, future events, what the company did or does (in this case the company Delta Cafes) to promote their social responsibility practices. As well as the practical point of view, being the case of Delta Cafés, an attempt is made to bring together the theoretical part of social responsibility, with practical case, it will be the junction of the two, trying to understand if the company really practice social responsibility or if there is a promotional marketing strategy.
This dissertation will be addressed to the issue of Social Responsibility in the theoretical point of view, its origins, dimensions, development, and its importance today. It shall also examine the importance of the Green Paper, this book promotes a European framework for corporate responsibility. With some attention, the media represent an essential part of the information on social responsibility reaches the stakeholders and society. In a way, it is up to the media to transmit its aspects, future events, what the company did or does (in this case the company Delta Cafes) to promote their social responsibility practices. As well as the practical point of view, being the case of Delta Cafés, an attempt is made to bring together the theoretical part of social responsibility, with practical case, it will be the junction of the two, trying to understand if the company really practice social responsibility or if there is a promotional marketing strategy.
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Orientação : Jorge Correia Jesuíno
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COMUNICAÇÃO, COMMUNICATION, MARKETING, MARKETING, RESPONSABILIDADE SOCIAL, SOCIAL RESPONSIBILITY, SUSTENTABILIDADE, SUSTAINABILITY, MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES