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Comunicação de responsabilidade social empresarial no setor bancário português
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Abstract(s)
Num contexto moldado pela globalização, onde as organizações são obrigadas a ajustar os seus objetivos às mudanças ambientais e sociais mais notórias e à enunciada crise de valores, a sociedade despertou para a importância da responsabilidade social empresarial (RSE). A credibilidade e reputação são essenciais na promoção de um clima de confiança, no entanto, é necessário que a informação seja amplamente comunicada. Neste sentido, o objetivo deste estudo é efetuar um levantamento da tipologia das ações de RSE comunicadas pelo setor bancário português, bem como analisar a perceção dos bancários acerca da temática. O estudo desenvolve-se segundo uma tipologia descritiva e exploratória e utiliza a metodologia de estudo de caso numa instituição bancária. Conclui-se que existe uma multiplicidade de ações divulgadas, nomeadamente ambientais, seguidas de sociais, maioritariamente destinadas à comunidade externa, amplamente conhecidas e reconhecidas pelos colaboradores. O estudo fornece informações valiosas para os profissionais do setor e estabelece bases para futuras investigações.
In a context shaped by globalization, where organizations are forced to adjust their objectives to the most notable environmental and social changes and the enunciated crisis of values, society has awakened to the importance of corporate social responsibility (CSR). Credibility and reputation are essential in promoting a climate of trust; information needs, however, to be widely communicated. In this sense, the purpose of this study is to carry out a survey of the typology of CSR actions communicated by the Portuguese banking sector as well as to analyze the bankers' perception about the subject. The study is developed according to a descriptive and exploratory typology and uses case study methodology in a banking institution. It is concluded that there is a multiplicity of publicized actions, namely environmental followed by social, mostly aimed at the external community, widely known and recognized by employees. The study provides valuable information for industry professionals and lays the foundation for future research.
In a context shaped by globalization, where organizations are forced to adjust their objectives to the most notable environmental and social changes and the enunciated crisis of values, society has awakened to the importance of corporate social responsibility (CSR). Credibility and reputation are essential in promoting a climate of trust; information needs, however, to be widely communicated. In this sense, the purpose of this study is to carry out a survey of the typology of CSR actions communicated by the Portuguese banking sector as well as to analyze the bankers' perception about the subject. The study is developed according to a descriptive and exploratory typology and uses case study methodology in a banking institution. It is concluded that there is a multiplicity of publicized actions, namely environmental followed by social, mostly aimed at the external community, widely known and recognized by employees. The study provides valuable information for industry professionals and lays the foundation for future research.
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Keywords
Comunicação organizacional Corporate social responsibility Organizational communication Portuguese banking sector Responsabilidade social empresarial Sector bancário português
Pedagogical Context
Citation
Sobral, S., & Passos, C. (2018). Comunicação de responsabilidade social empresarial no setor bancário português. Gestão e Desenvolvimento, (26), 157-176. https://doi.org/10.7559/gestaoedesenvolvimento.2018.659