Ações de responsabilidade social e marketing: um estudo de caso

Abstract

One of the major changes in the way of doing business in recent years is an increased concern with the impacts that the companies create in the environment in which they compete. It has been agreeded to call such concern Business Social Responsibility. This dissertation aims to analyse how the actions of social responsibility is related to the marketing activities of enterprises such as: AIX Sistemas, Medley, Souza Cruz and Natura. For that, the study methodology of multiple cases was used. As a result, it may be noticed that in the environment of internal marketing, the companies may have important benefits enhanced by the socially responsible behavior, such as: alignment of the staff toward business, more motivation, tools for driving sales strategies, the use of employees to develop social actions and even minimization of labor liabilities. On the other hand, the conduct of corporate social responsibility when related to the external marketing strategies, appeared to have other relations: creation of strategic barriers, going through the sustainability of business and important impacts on communication, generating spontaneous or low cost media and marketing strategies using strategic philanthropy. Thus, the conduct of corporate social responsibility has been considered a great marketing partner. Continuing the line of research in which this work is based, it´s possible to await further studies that relate the behavior of corporate social responsibility to a new way of doing marketing because, at the same time opportunities are created for the company in various spheres, important steps are taken forward to improve the society as a whole