Análise de investimentos sociais junto às comunidades: da filantropia à transformação social

Abstract

The investments in corporative social responsibility (CSR) are increasing in business environment since such practices can lead organizations to be recognized as sustainable. This new trend in the market contributes to make the investment on social projects for the poor become an analytical focus of CSR management in Brazil. This study investigates whether the inclusion of social investments extends the CSR stages according to the Mirvis and Googins model (2006). They number five entrepreneurial stages: Elementary – restricted to law enforcement; Engaged – beginning to use more responsible actions; Innovative – taking on its commitment with corporative citizenship; Responsible – aligning CSR to its businesses, and Transformer – actually performing sustainable social changes. This research was carried out from May to July 2009 in five companies in Fortaleza, Ceará according to the following criteria: companies that make over R$ 60,000, known by their brand, credibility and investments on CSR in the State of Ceará. The methodology used was a field research with analytical and descriptive methods as well as observation. The results showed Viação Urbana in the elementary phase; Unimed Fortaleza in the engaged phase; Pão de Açucar Group in the innovative phase; Coelce – Responsible and Petrobras/Lubnor – Transformer. The results indicate that businesses will need to develop some organizational maturity to commit themselves in social investments, as the best strategy a company should adopt is that of financial and culturally sustainable. The work finds it is possible to insert and expand investments in social work with CSR in each of the dimensions of Mirvis and Googins (2006). This insertion helps to better diagnose and manage social investments in CSR activities which have increased in this segment.