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Abstract(s)
Com o aumento da preocupação e sensibilidade da sociedade em relação ao impacto da atividade humana no planeta, tornou-se imperativo que as organizações assumissem mais responsabilidades de carácter sustentável. De modo a diminuir o impacto negativo do negócio no âmbito social e ambiental, as empresas começaram a introduzir medidas de responsabilidade social corporativa (RSC), como uma parte integrante do seu modelo de negócio. Neste sentido, para o desenvolvimento da presente investigação, foi definido como objeto de estudo a política de comunicação de RSC da Renault Portugal com ênfase numa ação de RSC específica, o Projeto de Mobilidade Urbana Sustentável, fruto de uma parceria entre a Renault Portugal e as Aldeias Históricas de Portugal. Derivado da presença da marca no contexto nacional e do seu histórico na celebração de ações de RSC, a Renault foi selecionada para a realização de um estudo empírico da influência da comunicação de RSC nos consumidores. Assim, o presente estudo de caso analisará qualitativamente a forma como uma política de comunicação global se adapta ao contexto nacional, através da análise de um projeto atual e local. A abordagem teórica dá-se no cruzamento de dois campos da teoria social, as teorias das organizações que incluem as teorias da RSC, e as teorias da comunicação. A condução da presente investigação revelou-se vital, uma vez que permitiu um estudo aprofundado e a compreensão da estrutura de uma política de comunicação de RSC. Além de ser essencial investir no desenvolvimento de uma comunicação estratégica, o forte investimento em ações de comunicação externa revelou-se igualmente importante. Nesse sentido, destaca-se que as relações públicas representam um papel fundamental para o desenvolvimento destas estratégias, assim como na manutenção da imprescindível relação positiva com a imprensa. De facto, a comunicação é um processo complexo que varia consoante a mensagem, o recetor e o meio, e quando adaptado estrategicamente verificase capaz de influenciar positivamente a perceção de marca do consumidor.
With society’s increasing concern and sensitivity regarding the impact of human activity on the planet, it has become imperative for organizations to take on more sustainable responsibilities. To reduce the negative impact of business in the social and environmental sphere, companies have begun to introduce corporate social responsibility (CSR) measures as an integral part of their business model. In this sense, for the development of this research, it was defined as the study object of the communication policy of CSR of Renault Portugal with emphasis on a specific CSR action, the Sustainable Urban Mobility Project, the result of a partnership between Renault Portugal and the Historical Villages of Portugal. Derived from the brand’s presence in the national context and its history in the celebration of CSR actions, Renault was selected to carry out an empirical study of the influence of CSR communication on consumers. Thus, this case study will qualitatively analyze how a global communication policy is adapted to the national context, through the analysis of a current and local project. The theoretical approach takes place at the intersection of two fields of social theory, theories of organizations, which include theories of CSR, and theories of communication. Conducting this research proved to be vital, as it allowed for an in-depth study and understanding of the structure of a CSR communication policy. Besides being essential to invest in the development of strategic communication, a strong investment in external communication actions proved to be equally important. In this sense, it is noteworthy that public relations play a key role in the development of these strategies, as well as in maintaining the essential positive relationship with the press. Communication is a complex process that varies depending on the message, the receiver, and the medium, and when strategically adapted, it is capable of positively influencing the consumer's perception of the brand.
With society’s increasing concern and sensitivity regarding the impact of human activity on the planet, it has become imperative for organizations to take on more sustainable responsibilities. To reduce the negative impact of business in the social and environmental sphere, companies have begun to introduce corporate social responsibility (CSR) measures as an integral part of their business model. In this sense, for the development of this research, it was defined as the study object of the communication policy of CSR of Renault Portugal with emphasis on a specific CSR action, the Sustainable Urban Mobility Project, the result of a partnership between Renault Portugal and the Historical Villages of Portugal. Derived from the brand’s presence in the national context and its history in the celebration of CSR actions, Renault was selected to carry out an empirical study of the influence of CSR communication on consumers. Thus, this case study will qualitatively analyze how a global communication policy is adapted to the national context, through the analysis of a current and local project. The theoretical approach takes place at the intersection of two fields of social theory, theories of organizations, which include theories of CSR, and theories of communication. Conducting this research proved to be vital, as it allowed for an in-depth study and understanding of the structure of a CSR communication policy. Besides being essential to invest in the development of strategic communication, a strong investment in external communication actions proved to be equally important. In this sense, it is noteworthy that public relations play a key role in the development of these strategies, as well as in maintaining the essential positive relationship with the press. Communication is a complex process that varies depending on the message, the receiver, and the medium, and when strategically adapted, it is capable of positively influencing the consumer's perception of the brand.
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Keywords
Comunicação Responsabilidade social corporativa Sustentabilidade Indústria automóvel Renault Communication Corporate social responsibility Sustainability Automotive industry