A racionalidade empresarial socioambiental da Aracruz Celulose

Abstract

This work has as purpose to contribute to the understanding, from a study of case, of the phenomenon of the social and environmental responsibility of the companies. The question is boarded under the perspective of as the social and environmental aspects involved in the activities of the company are treated and prepared for their strategies and policies and how they can contribute to the establishment of their reasons and ways of action. The methodology used was qualitative based in a content analysis on the annual reports of sustainability of the company and on a composed questionnaire of relative questions to the subject answered for the same one. What we found was that Aracruz Celulose incorporates social and environmental variables within a capitalist economic rationality. These variables are operationalized in their strategies and actions to generate competitive advantage, market access, and to generate confidence among the various publics with which the company relates, which, in turn, tends to extend the horizon predictability in social and financial markets, increasing the company's ability to plan their actions. The research highlights the importance of markets and consumers as elements capable of raising issues related to environmental and social interests and values to the category of variables of business management conformation. The work was divided into four chapters, the first three (Social Theory, Environment and Environmental Sociology, Environment vs. Business and Market; Economic Field and Business Racionality) consist of a literature review, the fourth (Case Study: The Social and Environmental Rationality of Aracruz Celulose) deals with the analysis and discussion of results. The last section is for the final remarks.