INTEGRAÇÃO ENTRE RESPONSABILIDADE SOCIAL CORPORATIVA E ESTRATÉGIA COMPETITIVA: UM ESTUDO DE CASOS MÚLTIPLOS EM EMPRESAS NO ESTADO DE GOIÁS

Abstract

The present study addresses the theme of Corporate Social Responsibility (CSR) and its integration into corporate business strategies. The goal of this thesis is to identify how CSR is integrated with strategies outlined by the companies in the pursuit of competitive advantage. Therefore, an extensive literature review has been carried out to analyze the growth of importance of the social and environmental dimension actions developed by companies, and its relation to the discussion of sustainability and competitiveness. Initially there were important aspects of the relationship between enterprise and society and about the social role of the company. It also addressed, the study on CSR, its history and evolution and its strategic implications on business competitiveness. Then, it was studied the general aspects on the process of strategic management, as well as on the formulation and implementation of corporate and competitive strategies, where it was analyzed in greater depth some samples about business strategy, proposed by different authors. Finally, it was studied some of the main samples available in the literature dealing with the strategic focus of CSR. At the end of the literature review, it was proposed an array of reference for identification and analysis of the CSR approach, based on the model that deals with strategic CSR approach proposed by Porter and Kramer (2006). To complement and enrich the study it was carried out a field research, through exploratory research, of type multiple cases study, in two companies based in the State of Goiás, one of the construction industries and other specialized in the processing of soybean, corn, sunflower and canola. These companies were selected for the survey, for among other reasons, by develop actions of social responsibility and play an important role in their market. With the interviews it was possible to analyze the actions developed by the companies in the light of the model adopted for the research, identifying evidence of how CSR can be integrated with strategies outlined by the companies in the pursuit of competitive advantage.