Made available in DSpace on 2015-12-03T18:32:50Z (GMT). No. of bitstreams: 1 Manoel_Antonio_Pontes_de_Oliveira.pdf: 1991437 bytes, checksum: 59f8676086f194d6e839c19dab2ca08b (MD5) Previous issue date: 2002-10-29 / The purpose of this study is to know the stakeholders opinio onthe corporate social responsability, with regard to the aspects of importance and legitimacy of the decisions made by managers from a household product manufacturer established in Sao Paulo. Business ethics is approached, once the managers are supposed to have duties to the stockholders interest. The fieldwork was performed among the employees of a company that is the market leader in Brazil. A theoretical model was developed from the literature review, aiming to orient the research. The model was built on three dimensions: a) stakeholders; b) legitimacy of corporate social activies; c) importance of corporate social activies. Interviews, documentation and direct observation support the case study. The data analysis includes comparison of opinio between the different employee groups. The conclusion is that the employees understand the corporate social reponsability as equally important and legitimate, with small differences encountered among the groups studied. Recommendations are provided in order to help a corporate social responsability program to be implemented. / Este trabalho tem como objetivo investigar a opini??o de "stakeholders" sobre a import??ncia e a legitimidade das a????es sociais praticadas por administradores de uma empresa da ind??stria de produtos de limpeza dom??stica de S??o Paulo. As quest??es ??ticas envolvidas s??o abordadas, uma vez que entende-se que os administradores t??m obriga????es assumidas com os propriet??rios do neg??cio, as quais deveriam nortear primariamente suas a????es. Por outro lado, teorias normativas defendem que as demais partes interessadas tamb??m devem receber aten????o adequada dos gerentes, quando se trata de decis??es que podem afetar os "stakeholders", de um modo geral. Foram escolhidos os empregados de uma empresa l??der de mercado para a realiza????o do trabalho de campo. O estudo da teoria permitiu o desenvolvimento de um modelo te??rico que tem como objetivo principal a orienta????o da pesquisa. O modelo foi constru??do com base em tr??s dimens??es: a) os "stakeholders"; b) a legitimidade das a????es sociais corporativas; c) a import??ncia das a????es sociais corporativas. O trabalho de campo deste estudo de caso consiste em entrevistas com diferentes classes de empregados, realizadas atrav??s de question??rios e complementadas com documenta????o e observa????es diretas. Na an??lise de dados tamb??m s??o comparadas as diferentes vis??es dos diferentes empregados estudados. Os resultados da pesquisa indicam que os empregados da empresa estudada entendem que as a????es sociais corporativas s??o igualmente leg??timas e importantes. Foram encontradas poucas diferen??as de opini??es entre os diversos grupos de empregados estudados. A an??lise do caso permitiu que fossem feitas algumas recomenda????es para implementa????o de um programa de responsabilidade social corporativa.

by Chan Cheong Hee (Kenneth). / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / ABSTRACT --- p.ii / table of contents --- p.iii / appendix --- p.iv / preface --- p.v / Part I (1989-1991) / Chapter a. --- background --- p.1 / Chapter b. --- organization settings --- p.5 / Chapter c. --- issues that drive the changes --- p.14 / Chapter d. --- diagnosis --- p.17 / Chapter e. --- interventions --- p.22 / Chapter f. --- commentaries --- p.25 / part ii (1992 - future) / Chapter a. --- introduction --- p.28 / Chapter b. --- diagnosis --- p.29 / Chapter c. --- interventions recommended --- p.44 / Chapter d. --- conclusion --- p.57 / appendix / Chapter I. --- PRC/HK SALES ORGANIZATION / Chapter II. --- PRC REP. OFFICE ORGANIZATION / Chapter III. --- CURRENT SITUATION - JOB RESPONSIBILITIES OF HK BASED SALES REP. AND LOCAL NATIONAL / Chapter IV. --- PERCEPTION OF CURRENT ORGANIZATION / Chapter V. --- ULTIMATE ARRANGEMENT / Chapter VI. --- COMMERCIAL ORGANIZATION INTERIM REPORT - 11 CRITICAL ISSUES / Chapter VII. --- ORGANIZATION CHANGE - DISCUSSION WITH STAFF / Chapter VIII. --- QUESTIONNAIRE FORM / Chapter IX. --- QUESTIONNAIRE RESULT / Chapter X. --- organization chart - 1996 projection