COMUNIDADE, EMPRESA E MERCADO: ESTUDO SOBRE A RESPONSABILIDADE SOCIAL CORPORATIVA

Abstract

This is a case study on the perception of the Corporate Social Responsibility (CSR) actions of an industrial company based in a predominantly rural region, by the community of local stakeholders. The study uses the theoretical models of Carroll-Schwartz, which approaches social responsibility as a balance between economic, legal, ethical and philanthropic principles. The bibliographic survey was conducted by bibliometric analysis based on the Methodi Ordinatio. The field research was conducted through semi-structured interviews and forms with samples from different stakeholders. Data analysis was performed using univariate content analysis and descriptive statistics. The results were presented in a descriptive and analytical way. The research findings show that the perceptions of the stakeholders consulted are identical in relation to the four dimensions of CSR. In the view of the interviewees, Company X is socially responsible. This is related to the organization's strategic reason, which emphasizes support for the community through its philanthropic actions. In return, the company gains strengthening of its institutional image, business resilience, attraction and retention of professionals, employee involvement, in addition to meeting ethical and legal principles. It is evident that the CSR actions developed by the researched organization, reflected in the perception of its different audiences, are consistent with the principles of the theoretical models used. This study contributes to broaden the understanding of the communities benefiting from CSR actions and proves the effectiveness of the Carroll-Schwartz model in identifying the relevant variables.