Advisor(s)
Abstract(s)
No âmbito deste trabalho propomo-nos elaborar um estudo sobre o conceito da
Responsabilidade Social Empresarial em Portugal, compreender a sua relação com o
Marketing Social e ilustrar algumas das vantagens inerentes à adopção de um
comportamento empresarial socialmente responsável, que contribui por sua vez para o
entendimento, comunicação, divulgação e crescimento desta estratégia empresarial em
Portugal. A União Europeia desempenha um papel fundamental para o crescimento do
conceito na Europa e exerce grande influência na sua aceitabilidade.
Procuraremos expor, através do recurso a exemplos, que a estratégia de RSE,
sendo acolhida voluntariamente e recebendo o apoio de todos stakeholders poderá gerar
um conjunto de vantagens competitivas e económicas para a empresa a longo prazo:
reforço da imagem, reputação, distinção da concorrência (devido à criação do produto
social com valor) e confiança do consumidor são algumas das vantagens identificadas e
peças fundamentais para o sucesso de uma marca no mercado actual.
Propusemo-nos analisar o caso de estudo da empresa McDonald’s Portugal,
exemplo da forma como uma mudança de estratégia e um comportamento socialmente
responsável podem influenciar a percepção do consumidor sobre determinada marca e
contribuir simultaneamente para o sucesso da marca e um desenvolvimento sustentável.
On this document we intend to formulate a study on the concept of Corporate Social Responsibility in Portugal, understand its relation to Social Marketing and illustrate some of the advantages that stem from adopting a socially responsible business behaviour, which in turn helps the understanding, communication, propagation and growth of this business strategy in Portugal. The European Union plays a key role on the concept’s growth in Europe and exerts great influence in its acceptability. Resorting to examples, we will seek to state that the CSR strategy, when accepted willingly and supported by all stakeholders, can produce a series of competitive and economic benefits to the company in the long run: image strengthening, reputation, distinguishing itself from the competition (due to the creation of the worthy social product) and consumer confidence are some of the identified advantages and key parts on the success of a brand in today’s market. We decided to examine the case study of McDonald’s Portugal company, an example of how a change in strategy and a socially responsible behaviour can influence consumer’s perception on a certain brand and at the same time contribute to the brand’s success and sustainable development.
On this document we intend to formulate a study on the concept of Corporate Social Responsibility in Portugal, understand its relation to Social Marketing and illustrate some of the advantages that stem from adopting a socially responsible business behaviour, which in turn helps the understanding, communication, propagation and growth of this business strategy in Portugal. The European Union plays a key role on the concept’s growth in Europe and exerts great influence in its acceptability. Resorting to examples, we will seek to state that the CSR strategy, when accepted willingly and supported by all stakeholders, can produce a series of competitive and economic benefits to the company in the long run: image strengthening, reputation, distinguishing itself from the competition (due to the creation of the worthy social product) and consumer confidence are some of the identified advantages and key parts on the success of a brand in today’s market. We decided to examine the case study of McDonald’s Portugal company, an example of how a change in strategy and a socially responsible behaviour can influence consumer’s perception on a certain brand and at the same time contribute to the brand’s success and sustainable development.
Description
Keywords
Responsabilidade social empresarial Marketing social Produto social Estratégia Imagem Mudança McDonald’s Portugal Corporate social responsibility Social marketing Social product Strategy Image Change