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http://hdl.handle.net/10071/9912
acessibilidade
Title: Evaluating CSR perceived image in Brazil and Portugal in the food and drug retail industry
Authors: Kang, William Saung Woo
Orientador: Brochado, Ana
Keywords: Responsabilidade social corporativa
Imagem
Brasil
Portugal
Retalho
Comparação entre países
Corporate social responsibility
Image
Brazil
Portugal
Retail
Cross-country study
Issue Date: 2013
Citation: KANG, William Saung Woo - Evaluating CSR perceived image in Brazil and Portugal in the food and drug retail industry [Em linha]. Lisboa: ISCTE-IUL, 2013. Dissertação de mestrado. [Consult. Dia Mês Ano] Disponível em www:<http://hdl.handle.net/10071/9912>.
Abstract: O modelo de negócios baseado na “teoria da agência” se mostrou ultrapassado e sinaliza que necessita de alguns ajustes, especialmente após o observado nos escândalos de 2002 que envolveram a Enron e a Worldcom, que descreditaram parte da confiança dos investidores nas Bolsas de Valores ao redor do mundo (Snider, 2003). Nesse momento, assuntos como “ética empresarial” e “responsabilidade social corporativa” ganharam ainda mais expressão entre as grandes empresas, facto este observado pelas actividades das grandes companhias listadas na “fortune 500”, das quais 90% delas possuem algum tipo de actividade relacionada a proteção e progresso da posicão social e ambiental em que nos encontramos ( Homburg et al, 2013). Essa tendência não é observada somente em grandes economias de países desenvolvidos, mas também em países como Portugal e Brasil. Dentro do “Dow Jones Sustainebility Index”, observa-se que 62 companhias brasileiras e 4 empresas portuguesas estão listadas nas categorias “World Universe” e “World Enlarged Universe”, demonstrando que empresas desses países possuem actividades de responsabilidade social e ambiental de grande relevância e expressão global. Entretanto, nem todas as empresas listadas se beneficiam das vantagens competitivas que essas estratégias podem trazer, principalmente na imagem transmitida ao cliente final, e consequentemente aos seus resultados financeiros, já que os consumidores muitas vezes estão dispostos a recompensar as corporações por seus esforços sociais e ambientais. Esse estudo vai analisar o retalho alimentar de Portugal e Brasil, e verificar se as companhias estão a internalizar esses ganhos na imagem percebida e, consequentemente a aumentar seu potencial de negócio através da conquista de vantagens competitivas.
The business model based on the “agency theory” might be outdated and demanding some adjustments, especially after the accounting scandals that happened in 2002 involving Enron and WorldCom, that discredited a part of the confidence that investors had on the stock markets worldwide (Snider, 2003). These events brought into light with a stronger relevance subjects such as business ethics and corporate social responsibility inside the management world, indeed this can be observed by the fact that 90% of the fortune 500 companies have some kind of activity in protecting and improving the current social and environmental condition (Homburg et al, 2013). This trend is not only observed developed countries, but also in countries under development such as Portugal and Brazil. In the Dow Jones Sustainability Index, it is observed that 62 Brazilian companies and 4 Portuguese companies are listed under the categories “World Universe” and “World Enlarged Universe”, giving evidence that those countries have corporate social and environmental activities of great global relevance. However, not all of those listed companies get strategic benefits from those activities, leveraging the image that they have among their final consumers and thereafter improving their financial results, since consumers in the other hand are willing to reward the companies that engage in social and environmental activities. This study will analyze the food and drug retailers of Brazil and Portugal and verify if they are incurring these gains in image and therefore are leveraging their business potential, by conquering competitive advantages.
Description: Project submitted as partial requirement for the conferral of Master in Marketing / JEL classification system: - M14: Corporate Culture; Social Responsibility - M31: Marketing
Peer reviewed: Sim
URI: http://hdl.handle.net/10071/9912
Thesis identifier: 201059657
Appears in Collections:T&D-DM - Dissertações de mestrado

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