Purpose - The purpose of this thesis is to explore and describe the opportunities and challenges that can arise when integrating corporate social responsibility (CSR) awareness, in the building of a international joint venture as an entry more to developing countries -low and middle income countries, in terms of the contribution to the economic, social and environmental development of these countries. Theoretical framework – The literature used as a base for this academic paper includes concepts and theories on international joint ventures and corporate social responsibility (CSR). Consequently, from all those theories, the authors build the concept of sustainable international joint venture (SIJV), which is the theoretical base of the paper. The SIJV concet focuses on the integration of CSR awareness to the different components (environment, individuals, process and organization) of international joint venture, in order to contribute to the sustainability of the local context where the joint venture is created. Methodology – For the purpose of this research, a holistic single case study is implemented. The case study is about the international joint venture M&D Bygg created in Kenya between the Swedish company, Mattias Bygg AB, and the African company, M&D Home. To approach the case study, four face to face, 3 skype/online interviews and one telephone interviews were conducted based on semi-structured interview questions. Findings –The empirical findings of the case study comply with the concept of sustainable international joitn venture proposed by the authors in the theoretical framework. However, in some component, the authors found additional aspects that should be taken into consideration when building an international joint venture. For instance, in the individuals stage, the findings showed that “the supporters” is a new category that should be addressed and in the process stage, besides the ”negotiation of the agreement”, another category about ”external financing”. Conclusion – CSR awareness is a needed linking aspect that need to be transversally included in every component of a joint venture formation. This means that the environment, individuals, process and organization of the joint venture, need to be linked by the common interest adding economic value to the partners involve and at the same time, to the society. This in the end, contributes to the economic, social and environmental sustainability of the host country.

Submitted by Daniele Santos (danielesantos.htl@gmail.com) on 2016-02-19T13:16:45Z No. of bitstreams: 1 Giuliana.pdf: 3987779 bytes, checksum: baa424c449764033b03772a571e9b480 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2016-02-19T16:25:05Z (GMT) No. of bitstreams: 1 Giuliana.pdf: 3987779 bytes, checksum: baa424c449764033b03772a571e9b480 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-02-22T13:09:09Z (GMT) No. of bitstreams: 1 Giuliana.pdf: 3987779 bytes, checksum: baa424c449764033b03772a571e9b480 (MD5) / Made available in DSpace on 2016-02-22T13:09:23Z (GMT). No. of bitstreams: 1 Giuliana.pdf: 3987779 bytes, checksum: baa424c449764033b03772a571e9b480 (MD5) Previous issue date: 2015-10-28 / This exploratory research aims to find out the extent to which Corporate Social Responsibility (CSR) impacts the purchasing behavior of Peruvian consumers when it comes to convenience food products. The study includes qualitative and quantitative analysis. Qualitative analysis consists of in-depth interviews with CSR representatives from consumer product companies, CSR practitioners and some consumers from the quantitative sample. That group’s composition was selected in order to obtain a wide picture of the consumers’ perception towards CSR, including their understanding of the concept and the relevance in their decision making process when buying convenience food products. The quantitative analysis portion consists of an on-line survey focused on Peruvian consumers who live in Lima during the year 2015. Consumers included in the sample were selected by convenience. After analyzing the 134 completed surveys, the results obtained suggest that even though there is an increasing interest in CSR, including CSR as an attribute of the purchased goods, interest is not fully demonstrated by the purchasing behavior of consumers. The main breach leading to this inconsistency appears to be the lack of or failure in the companies’ CSR communication towards consumers. Consumers demand reliable information which socially responsible companies usually provide; however at this stage, the target audiences of such information are mostly corporations and communities surrounding the manufacturing plants of convenience food products.