José Milton de Sousa Filho

Strategic corporate social responsibility management for competitive advantage

Corporate social responsibility strategy and competitive advantage are important issues for the contemporary discussion on corporations in society when taking into account social and environmental impacts. Empirically, we can see that social responsibility strategies are associated with competitive advantages, such as attracting valuable employees as well as enhancing the company image and reputation. This paper presents a theoretical review that demonstrates the association between social strategy and competitive advantage through the formulation of social strategies that influence and are influenced by opportunities, resources, skills, corporation merits, industry structure and stakeholders. Based on the literature and a case study of Carrefour, a model is proposed for competitive advantages stemming from the formulation of social strategies, which are explained based on their elements and adaptation to societal expectations. This article seeks to enrich the discussion on the strategic management of social responsibility and contribute to the literature on Corporate Social Responsibility as well as Strategy and Competitive Advantage.

Divulgação da responsabilidade social empresarial: como os websites empresariais vêm sendo utilizados por empresas de energia e varejo

Interest on Corporate Social Responsibility (CSR) in Brazil has grown and a large number of academic papers and business discussions have followed, showing the need for more diversity of studies. The Internet has become an important tool for corporations publishing their reports and other types of CSR communication. This paper analyzes how the CSR communication through corporate websites has been published, particularly by comparing two industry sectors: electricity and supermarket. The results show that no major differences were found between these two in the way they publish CSR related information on the web.

Corporate Social Strategy and the Generation of Benefits: Case Studies in the Brazilian Electricity and Supermarket Industries

ABSTRACT In recent years, scholars and executives alike have devoted attention to the implications of Corporate Social Responsibility policies and practices as well as their relationship to strategy. The objectives of the present article are to investigate the interaction between corporate social responsibility and strategy and the benefits that this relationship can yield to companies. For this purpose, a qualitative multiple case study was made of four Brazilian corporations, two in the supermarket sector and two in the energy distribution sector, comparing a competitive and a monopolized sector in Brazil. The data were collected through interviews with executives from social and environmental areas and through secondary sources. The study finds that corporate social strategy provides several benefits, among them attracting and retaining valuable human resources and enhancing company image and reputation

COMUNICAÇÃO DA RESPONSABILIDADE SOCIAL NOS WEBSITES DE DISTRIBUIDORAS DE ENERGIA: UM ESTUDO COMPARADO BRASIL E FRANÇA

O uso dos websites corporativos como ferramenta de comunicacao da responsabilidade social vem recebendo atencao dos grupos de interesse e passando por um processo de melhoria continua no que diz respeito a apresentacao tanto em forma quanto em conteudo. O presente texto objetiva fazer uma comparacao entre as tres maiores empresas do setor de distribuicao de energia do Brasil e a empresa estatal da Franca. Como resultado, pode-se observar que as empresas divulgam de forma insuficiente suas acoes e projetos sociais na Internet, com excecao da Cemig, que teve um desempenho superior em relacao a comunicacao pela web. Em conclusao, nao foram encontradas diferencas significativas em relacao aos indicadores de divulgacao entre as empresas apesar das caracteristicas culturais. No entanto, o volume de informacoes divulgadas pela empresa francesa em cada indicador e consideravelmente maior, caracterizando tambem uma grande preocupacao com a comunicacao da responsabilidade social em detalhes.