Made available in DSpace on 2014-12-17T14:20:17Z (GMT). No. of bitstreams: 1 CarlaMO_TESE.pdf: 3052780 bytes, checksum: 61b44109d20bb01c7481acd5638b88b2 (MD5) Previous issue date: 2010-08-10 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / The debate around the thematic of Corporate Social Responsibility - CSR involves economic, social, cultural and symbolic aspects in the relations established between company and society. In Brazilian reality, the CSR, understood as enterprise actions, external and/or internal, that contributes to social and ambient improvement, gains greater visibility in 1990 decade. Although the significant increase of theoretical productions about CSR pertinent elements, it is still scarce the studies that treats about the relation company/society in the northeastern reality, and singularly, in Rio Grande do Norte. It was in this perspective, that, in being the salt industry one of most important in the potiguar economic history formation , the present work investigated practicies and perceptions of salt entrepreneurship about CSR. Considering all the Rio Grande do Norte salt industry history phases, since the period of the Brazil s settling, as well as the characteristics of the study object, was opted to the qualitative research, objectified in interviews half-structuralized realized with the salt segment entrepreneurs, as well as professionals of ambient management and human resources working in potiguar salt segment. The research main results indicated a coexistence between the mechanisms of management seated on personal and paternalists relations, typical of traditional salt industry, and the emergency of innovative elements typical of the modern management, like the CSR. In this context, a tension between continuity and rupture with the traditional mechanisms of management in salt entrepreneurship actions / O debate em torno da tem?tica da Responsabilidade Social Empresarial RSE envolve aspectos econ?micos, sociais, culturais e simb?licos presentes nas rela??es estabelecidas entre empresa e sociedade. Na especificidade da realidade brasileira, a RSE, compreendida como a??es empresariais, de car?ter externo e/ou interno, que contribuem para os processos de melhoria social e ambiental, ganha maior visibilidade a partir da d?cada de 1990. Apesar do significativo aumento de produ??es te?ricas que tratam dos elementos pertinentes ? RSE, ainda s?o escassos os estudos que tratam da rela??o empresa/sociedade na realidade nordestina e, mais singularmente, no Rio Grande do Norte. Foi nessa perspectiva que, em sendo a ind?stria salineira uma das mais importantes na hist?ria da forma??o econ?mica potiguar, o presente trabalho investigou as percep??es e as pr?ticas do empresariado salineiro acerca da RSE. Considerando todas as fases s?cio-hist?ricas pelas quais passou a ind?stria salineira do Rio Grande do Norte desde o per?odo da coloniza??o do Brasil, bem como as caracter?sticas do objeto de estudo proposto, optou-se pela pesquisa de cunho qualitativo, consubstanciada em entrevistas semi-estruturadas, realizadas junto aos empres?rios do segmento, bem como profissionais de gest?o ambiental e recursos humanos tamb?m vinculados ao ramo salineiro potiguar. Os resultados principais da pesquisa indicaram uma conviv?ncia entre os mecanismos de gest?o assentados sobre rela??es personalistas e paternalistas, t?picas da ind?stria do sal tradicional, e a emerg?ncia de elementos inovadores, caracter?sticos da denominada gest?o modera, dentre eles, a RSE. Configura-se, pois, nesse contexto, uma tens?o entre apego e ruptura diante dos mecanismos tradicionais de gest?o constituintes do fazer empresarial salineiro