Responsabilite sociale de lentreprise comme strategie de ma.fr.en.doc

Responsabilite sociale de lentreprise comme strategie de ma.fr.en.doc

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Social responsibility of business as social marketing strategy: A Brazilian approach Summary: Today social responsibility of business is a reality. In the current economic climate, it plays a vital role and is an important element of a successful business in a society conscious individuals of their responsibilities. The valuation of the concept of social corporate responsibility entails a new mentality in business, which is a change in consumer behavior. More and more companies change their marketing practices, giving them new contours and a more ethical appearance. The objective of this paper is to highlight the interface between Social Responsibility and Social Marketing. Thus, were taken into account aspects of social responsibility, its ideological tendencies, its historical context and its philanthropic aspect, we finally identified the concepts of Social Marketing as a strategy to promote social actions. The methodology is an exploratory study based on literature searches. One reason independently verifies the origin of the approach to social responsibility, either by its organizational culture or because of market requirements. For companies, a significant part of the commitment to the concept of socially responsible practices to develop social marketing strategies, is related to the fact that long-term investment in social projects, increase brand awareness, providing competitive advantage for the company over its competitors. By investing in environmental socio shares to obtain a financial return through better acceptability of the brand in the market. Introduce marketing techniques in socially responsible action means not only sell products and / or services, but also consider the human side of various "stakeholders" involved in a sustainable development approach. Keywords: Social Responsibility of Enterprise Stakeholders, Social Marketing. 1 1 Introduction Today's society is very attentive to the changing economic environment, it is increasingly demanding ethical corporate behavior. Based on the systemic definition of business as social actor influencing and influenced the social responsibility of the company more and more followers, she became, in the current context, an important element for survival. The main
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function of the company is not restricted to profit maximization, but it also recognizes the multiple objectives of the various stakeholders, promoting thus the social development. Against this background, managers need insights on the social strategies used so as to align them with the economic objectives of the companies, satisfying in this way the internal stakeholders and external actors. Various models are proposed to achieve this goal in the most used Brazilian context are the Social Report and indicators Ethos 1 .
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  • Winter '15
  • Atil Ahmed

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