Responsabilidade social corporativa: as premiações empresariais

Abstract

In this dissertation, I want to understand in light of the sociological perspective, by authors such as Marcuse, Kurz, Beck and Giddens, movement that have emerged in recent years in Brazil in favor of corporate social responsibility. Comparing the perspectives of these authors about risks and dangers of an economic expansion desmensurada and, conversely, the feasibility of the proposed social intervention in order to mitigate them, such as social responsibility regulated by ISO 26000. So, I want to see how these proposals are being implemented, which in vogue speeches and actions arising therefrom. In this sense, are highlighted the notion of sub-politics developed by Beck and economic convergence, Giddens, which help to clarify how social groups and consumers involved in the market and drive the actions of corporate responsibility. Thus, these require a more responsible and proactive, especially about the negative externalities that their actions may bring. The Standard IS0 26000, which is based on extensive international discussion and the contributions of various social groups, was the parameter to conceptualize social responsibility and to establish guidelines to be followed by companies. The projects submitted for the award, the award for Social Responsibility in Retail, Ozires Silva Award for Entrepreneurship and Eco Award, analyzed from this perspective, verifying their adequacy to international discussions divulged