Responsabilidade Social Empresarial: Um Olhar na Percepção do Cliente
Keywords:
Social Responsibility, Corporation, Socially-Responsible Corporation, Marketing, Consumer, CuiabáAbstract
The phenomenon of corporate social responsibility is supported by two arguments: one ethical and the other instrumental. Although they are apparently conflicting arguments, they establish complementary relationships. The socially-responsible corporation, characterized by high ethical standards and an effective social presence, may with this conduct be strengthening its competitive advantages regarding its competitors. This article proposes an approach to this issue, analyzing central determining aspects of the origins of corporate social responsibility in Brazil. It also mensurates the dualistic character of their relations, comparatively measuring the perceptions of a Cuiabá and a Várzea Grande consumer via-à-vis the Brazilian consumer.Downloads
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