Responsabilidade social empresarial: uma análise dos sites intitucionais de indústrias fumageiras no Brasil

Abstract

This work aims to understand how Brazilian tobacco industry companies disclose their corporate social responsibility strategies in their institutional sites in accordance with its mission, its vision and its organizational values. At the end of the paper, we seek to answer how social responsibility strategies disclosed in institutional sites of the tobacco industries located in Brazil demonstrate alignment with the mission, vision and organizational values from the studied companies. In order to infer the responses of this survey and to guide the methodological work, specific objectives were envisioned. They are: the mission identification, vision and organizational values from the tobacco industry to be studied; the appointment of projects and /or actions that the tobacco companies be held for, or prove to be a socially responsible company; verification of dissemination strategies of social responsibility in selected institutional sites; categorization of the strategies according to the Ethos indicators of social responsibility and, finally, the realization of how social responsibility strategies are consistent with the mission, vision and values of the tobacco industries. Used the methodology of qualitative type with descriptive and interpretive method of data collected (SGORLA, 2008) and research present themselves in the ambience of the internet, we used the (non-obstructive) non-reactive method and covert participation and non-participatory presented by Johnson (2010) for the collection and analysis of data on its organizational sites. This methodology was applied in three companies previously selected for the Corpus from this research: Golden Leaf Tobacco, Souza Cruz Tabaco e Cia Sulamericana Tabacos. For theoretical basis from the research, aiming to better interpretate dates, it was used the concepts about RSE by Ashley (2005) and from Instituto Ethos de Responsabilidade Social (2004). In order to concept strategies and company communication, it was used approaches by Kunsch (2003), Torquato (2009), and Mintzberg, Ahlstrand & Lampel (2000). The company premisses concepts were based on Fernandes & Berton (2005) and Collins (1995). As result from this work, it was infered that RSE strategies which were presented on analysed institutional sites have a relation with company premisses, they are considered strategical. However, it was observed a high quantity of strategies and development from them with company premisses in Souza Cruz Company, it demonstrated that the social responsibility in Souza Cruz Tabaco is in its institutional culture.