Análise da responsabilidade social empresarial e os diferenciais competitivos que ela proporciona em uma estratégia de marca e comunicação institucional

Abstract

In this moment we are in a marketplace extremely competitive, where companies are increasingly looking for new ways to stand out in this scenery and reach new customers and segments. This paper looks to demonstrate that social business responsibility became a challenge and an opportunity for all companies, from the smaller to the biggest, need to institute your organizational culture and for now on use it as a strategic instrument to reach a differentiation and a competitive advantage. Attract and retain customers, conquer media's space and qualified professional are some of the benefits that this actions can bring for the businesses who seriously practice it. So, that the concept of social responsibilities doesn't be only in theory, the participation of society, State and companies are essential. The organization which is committed to this practice should be responsible for what they do, how they do and communicate their actions to the customer. This committed is recognized for the society who begins to appreciate the brand