Corporate Social Responsability: a case study

Abstract

The subject “Social Corporate Responsibility” has been getting increasing interest, in the managerial and social environment as a whole. As a consequence, studies in this area have been conquering greater space in the academic field. Eventhough there is this interest, it has not been evidenced if the managerial decisions of social responsible acting occurs from personal convictions of the managers or as strategy for obtaining a competitive difference related to their competitors, through the construction of a positive image. The present study aimed to identify the genesis of this decision in the Pague Menos Drugstores. In the case studied a direct observation was used, as well as document analysis through the Company website, and interviews with the Group President and Superintendent of the Institutional Relations. It was concluded that, eventhough the decision was taken through personal conviction of the executive, the Company uses instruments to divulge its social responsibility acts, as a form to obtain a positive image. It was also seen that the companies adopt Social Corporate Responsibility as strategy for the obtaining of a competitive differential. Disclosing the form of how the decision was taken was only possible through the gathering of information during the research. It was seen that the personal conviction of the President has been transformed in a divulged value in the managerial culture. It was not easy to distinguish if the social responsible posture adopted was prior to his entrance in the Company or was a culture absorbed after his admission. Keywords: Social Corporate Responsibility; Managerial Ethics; Managerial Strategies and Competitive Advantage.