A Responsabilidade social das empresas e os projetos sociais: filantropia ou emancipação social?
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Data
2003
Autores
Barbosa, Elizabeth Regina Negri [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O presente estudo tem o propósito de compreender como se constituem, efetivamente, os projetos sociais desenvolvidos pelas empresas que adotam a responsabilidade social na gestão empresarial. Atualmente, verifica-se uma expansão de iniciativas dirigidas a trabalhos sociais, assumidas por grupos da sociedade civil, nos quais estão inclusos os empresários. A atuação crescente do setor empresarial, voltado para a defesa dos direitos e da cidadania da população brasileira, apresenta-se como foco do repasse de responsabilidades que o Estado atribui à sociedade civil, com relação à questão da desigualdade social existente. É através de ajuda financeira e de outras ações sociais que as empresas se mobilizam e se colocam a serviço de uma parcela da população, considerando, assim, diminuir os problemas públicos. A definição de responsabilidade social surge inicialmente nos Estados Unidos, na primeira metade do século XX, oriunda de uma postura filantrópica adotada pelas empresas norte-americanas que desenvolvem, há algumas décadas, projetos de educação, de cultura e de assistência social. O exercício da responsabilidade social das empresas encontra-se, no bojo do terceiro setor, como nova forma de ação social para o enfrentamento das questões postas pelo poder econômico que resultam em diminuição de capacidade de inserção social, com conseqüente aumento de mazelas para a sociedade. A boa imagem que a empresa transmite ao público consumidor, por meio de seu envolvimento com questões sociais, reflete no aumento de vendas, consolidando que o investimento na área social é uma importante estratégia de marketing. Frear os efeitos nefandos de uma economia que direciona a própria ação empresarial apresenta-se como a dialética dessa nova forma de atuação das empresas. Para o desvendamento...
The purpose of this study is to analyze social projects developed by businesses that adopt social responsibility as part of their business plan. Of late, the number of social work initiatives taken on by private groups, including businesses, has grown. The growth can be explained, in part, by the government's attempt to shift the locus of responsibility for unequal social rights to civil society. Through financial donations and other activities some businesses have attempted to diminish social problems by developing social responsibility projects. The social responsibility movement first appeared in the United States during the first half of the 20th century. It originated in the philanthropic posture adopted by some North American business leaders, such as Andrew Carnegie, and pursued by some U.S. businesses. Over the decades, the practice of corporate sponsorship of various educational, cultural, and social assistance projects became more and more common. In Brazil, social responsibility by the private sector is relatively new. It takes the form of a new kind of social action designed to confront the challenges of a decreased social integration capacity and the bad image that such a society creates. Businesses benefit from their social responsibility projects by attracting more consumers. Their activities serve as a form of marketing, transmitting to consumers the idea that the company practices good citizenship. This new kind of business activity holds forth the promise of acting like a brake on some of the less desirable effects of a market economy. To understand the complexity of this theme and place it in theoretical context, an extensive review of the literature was combined with empirical research on two Ribeirão Preto/SP businesses. The cases were selected using qualitative methodology. The investigation...(Complete abstract, click electronic access below)
The purpose of this study is to analyze social projects developed by businesses that adopt social responsibility as part of their business plan. Of late, the number of social work initiatives taken on by private groups, including businesses, has grown. The growth can be explained, in part, by the government's attempt to shift the locus of responsibility for unequal social rights to civil society. Through financial donations and other activities some businesses have attempted to diminish social problems by developing social responsibility projects. The social responsibility movement first appeared in the United States during the first half of the 20th century. It originated in the philanthropic posture adopted by some North American business leaders, such as Andrew Carnegie, and pursued by some U.S. businesses. Over the decades, the practice of corporate sponsorship of various educational, cultural, and social assistance projects became more and more common. In Brazil, social responsibility by the private sector is relatively new. It takes the form of a new kind of social action designed to confront the challenges of a decreased social integration capacity and the bad image that such a society creates. Businesses benefit from their social responsibility projects by attracting more consumers. Their activities serve as a form of marketing, transmitting to consumers the idea that the company practices good citizenship. This new kind of business activity holds forth the promise of acting like a brake on some of the less desirable effects of a market economy. To understand the complexity of this theme and place it in theoretical context, an extensive review of the literature was combined with empirical research on two Ribeirão Preto/SP businesses. The cases were selected using qualitative methodology. The investigation...(Complete abstract, click electronic access below)
Descrição
Palavras-chave
Serviço social - Empresa, Responsabilidade social da empresa - Serviços social, Empresas - Aspectos sociais - Projetos, Associações sem fins lucrativos - Brasil, Assistência social - Empresa, Filantropia Empresarial, Private Sector, Philanthropy, Social Responsibility
Como citar
BARBOSA, Elizabeth Regina Negri. A Responsabilidade social das empresas e os projetos sociais: filantropia ou emancipação social?. 2003. 308 f. Tese (doutorado) - Universidade Estadual Paulista, Faculdade de História, Direito e Serviço Social, 2003.