Dentro del contexto de convergencia cultural en el Perú, Mibanco cambió su comunicación de marca para enfocarse en atraer a su público objetivo a través del mensaje de emprendimiento como una acción necesaria para superar los problemas sociales del país, impulsando el reconocimiento de la convergencia cultural histórica. Para lograrlo, realizaron múltiples campañas publicitarias, entre las que resalta “Ciudadanos del mañana” al ser una crítica directa a la indiferencia de la población ante los problemas del Perú. El elemento analizado es el estudiante escolar como herramienta de comunicación para generar mayor conexión con el público objetivo, lo cual llama la atención por su representación como influenciadores, llamando a los adultos a cambiar la situación actual del país. A partir de lo anterior, se investigó el uso de la imagen de escolares con un rango de edad entre 12 a 17 años de edad y de nivel socioeconómico B, C y D, hijos de adultos que corresponden al público objetivo de MiBanco en la campaña publicitaria “Ciudadanos del Mañana”, como herramienta de comunicación para el desarrollo de la narrativa social del emprendimiento en Lima Metropolitana con el objetivo de determinar la eficacia del impacto de los escolares en la campaña publicitaria. / During the context of cultural convergence in Peru, MiBanco changed its brand communication to focus on attracting its main target through the message of entrepreneurship as an action needed to surpass the social problems of the country, promoting the recognition of the historical cultural convergence. To achieve it, they did multiple advertising campaigns, from which is highlighted “Ciudadanos del Mañana” for being a direct critique to the indifference of the population to the problems of Peru. The analyzed element is the school student as a communication tool to manifest the problems highlighted to generate more connection with the main target, which calls the attention for its portrayal as influencers, calling out the adults to change the current situation of the country. From the above situation, it was investigated the use of the school students’ image between 12 and 17 years old and from social-economical level B, C and D, children of adults that comprehends the main target of MiBanco in the advertising campaign “Ciudadanos del Mañana”, as a communication tool for the development of the social narrative of entrepreneurship in Metropolitan Lima with the objective of determining the efficacy of the impact of the school students in the advertising campaign. / Trabajo de investigación

Les normes et lignes directrices encadrant la responsabilité sociale des entreprises reçoivent application seulement au moment où les États et entreprises décident de les appliquer. Ce volontarisme est synonyme d’autorégulation. Dans un contexte de mondialisation, les gouvernements ont souhaité accorder de plus en plus de liberté au marché et en ce sens aux grandes entreprises. Afin de faciliter les échanges commerciaux internationaux, les investisseurs directs étrangers bénéficient dorénavant de protections internationales face aux réglementations des pays hôtes, quitte à évincer des considérations essentielles vis-à-vis de la société. Les impacts des multinationales sur la société sont justement encadrés par la RSE dont les organisations internationales posent les balises grâce à des normes et standards internationaux. La prise en compte sur une base volontaire des enjeux de la société sont dorénavant présents dans les accords de libre-échange dit de nouvelle génération comme l’Accord économique et commercial global entre le Canada et l’Union européenne. Les parties sont encouragées à respecter les lignes directrices et principes internationalement reconnus en matière de responsabilité sociale des entreprises. Cependant, ceux-ci souffrent de difficultés inhérentes à leur nature. En ce sens, les multinationales sont souvent à l’abri de sanction contre leurs manquements puisque leurs statuts juridiques restent encore compliqués. Ensuite, l’arbitrage d’investissements apporte aux investisseurs étrangers un pouvoir de contrebalancer leurs obligations. Les pays d’accueil sont soumis à l’attractivité et la concurrence malgré leurs devoirs de respecter des valeurs universelles de la communauté internationale. Ces valeurs universelles de la communauté internationale pourraient englober des enjeux économiques, sociaux, environnementaux afin de réunir les enjeux transversaux du XXIe siècle. / Norms and directives of corporate social responsibility become effective only once countries and corporations decide to implement them. In a context of globalization, governments decided to encourage an increasing freedom to markets and therefore to big corporations. In order to facilitate commercial exchanges, foreign investors benefits from international protection in the face of host countries legislations. Even if it means circumventing essential societal considerations. Corporations’ societal impacts are built upon social responsibility that international organizations have created through international norms and standards. This concern on a voluntarily basis of certain societal issues now appears in so called ‘new generation’ free trade agreement like the European Union-Canada Comprehension Economic Trade Agreement. Parties are encouraged to respect universally recognized guidelines and principles related to corporate social responsibility. These currently suffer from their intrinsic difficulties. Multinational corporations are often sheltered from their breaches (to social responsibility) as their legal statue remain unclear. Furthermore, investment arbitration allows foreign investors to balance their obligations by having a scrutiny right over their host country’s regulations. Those host countries are facing attractiveness and competitiveness challenges despite their obligations to respect the international community’s universally accepted values.

Loin d’être des produits immatériels, les technologies de l’information et de la communication (TIC) ont un réel impact environnemental tout au long de leur cycle de vie. L’Éco-TIC est le point de rencontre entre le développement durable et les TIC. Le droit de l'Éco-TIC est l’ensemble des règles de droit régissant les rapports entre les technologies de l’information et le domaine environnemental. Ce mémoire a pour objectif d’examiner les normes juridiques, notamment en Europe et en Amérique du Nord, qui permettent de limiter l’impact environnemental des technologies de l’information lors des trois phases du cycle de vie des TIC. Tout d’abord, nous nous penchons sur l’étape de la conception des TIC. À cette étape, les réglementations en matière d’écoconception, l’utilisation des terres rares et l’interdiction de l’obsolescence programmée sont particulièrement pertinentes. Ensuite, nous examinons comment les entreprises tentent de réduire la consommation énergétique des TIC lors de la phase d’utilisation, notamment par le biais de la responsabilité sociétale de l’entreprise (RSE). Nous verrons également que les centres de données se multiplient afin de répondre à une demande toujours plus forte. Enfin, nous traitons de la fin de vie des TIC, phase pour laquelle l’Union européenne a créé des directives en matière de réutilisation, réduction et recyclage qui influent sur le plan international. / Information and communication technologies (ICT) are far from being intangible goods and do have an environmental impact during their entire life cycle. Green IT stands at the crossroads of sustainable development and ICT. Green IT law consists of a set of rules governing the relations between information technologies and environment. The purpose of this thesis is to investigate the European and North American legal standards regulating the environment impacts of ICT throughout the three phases of their life cycle. In the first part, the design phase of ICT is examined. At this stage, existing regulations on eco-design, the use of rare earth elements, and the interdiction of planned obsolescence are of particular relevance. The thesis then studies how companies are trying to reduce the use-phase energy consumption of ICT, notably through the Corporate Social Responsability. The issue of the multiplication of data centres, due to an ever-growing demand, is also discussed. In the end, the thesis considers the end-of-life phase of ICT and the directives created by the European Union that affect recycling and waste reduction management at an international level.

Submitted by Natassja Christie Vieira da Silva (natassjachristie@gmail.com) on 2014-09-16T18:47:12Z No. of bitstreams: 1 Dissertacao Service-Learning - Natassja Christie Vieira da Silva.pdf: 1554719 bytes, checksum: 8240b33bec3bbb12e4f42e82848ea4b7 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2014-09-25T12:13:38Z (GMT) No. of bitstreams: 1 Dissertacao Service-Learning - Natassja Christie Vieira da Silva.pdf: 1554719 bytes, checksum: 8240b33bec3bbb12e4f42e82848ea4b7 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2014-10-01T12:59:00Z (GMT) No. of bitstreams: 1 Dissertacao Service-Learning - Natassja Christie Vieira da Silva.pdf: 1554719 bytes, checksum: 8240b33bec3bbb12e4f42e82848ea4b7 (MD5) / Made available in DSpace on 2014-10-01T12:59:21Z (GMT). No. of bitstreams: 1 Dissertacao Service-Learning - Natassja Christie Vieira da Silva.pdf: 1554719 bytes, checksum: 8240b33bec3bbb12e4f42e82848ea4b7 (MD5) Previous issue date: 2012-07-12 / A temática da Responsabilidade Social está em grande discussão na atualidade, fazendo a sociedade repensar o papel das empresas e exigindo delas mais responsabilidade e envolvimento com o seu desenvolvimento. No Brasil, a discussão de questões relativas à Responsabilidade Social ganhou espaço apenas mais recentemente, em seguida ao processo de industrialização e vinda de grandes empresas para o país. Dessa forma, vem à tona uma discussão sobre o preparo dos profissionais de Administração brasileiros para trabalhar a Responsabilidade Social nas empresas e sobre a inclusão desta temática nos cursos de graduação em Administração. O desafio dessas instituições é abordar a Responsabilidade Social e a ética dentro de seus currículos, conjugando a formação acadêmica, técnica e ética dos alunos. As metodologias de ensino tradicionais levam a um esclarecimento teórico sobre o tema, no entanto não preparam os alunos para lidar com as questões de responsabilidade social na prática. Este estudo propôs o service-learning como uma metodologia de abordagem prática para o ensino de Responsabilidade Social, permitindo a aproximação entre instituições de ensino superior e comunidades, em uma experiência de aprendizado e ganho para ambas. Foram analisados neste estudo dois casos de instituições de ensino brasileiras que desenvolvem programas junto a comunidades, com o objetivo de conhecer suas práticas e estudar as possíveis contribuições que o uso da metodologia service-learning poderia trazer ao contexto educacional brasileiro, em busca da formação de profissionais mais sensibilizados às questões sociais. / Social responsibility is under much discussion nowadays, pushing the society to rethink the role of companies and requiring them more responsibility and involvement in the development of society. In Brazil, the discussion of issues relating to CSR only recently gained ground, after the process of industrialization in the country. Then, it is only natural to discuss how well prepared the Brazilian Business Administration professionals are to be engaged in CSR and how the Brazilian universities are taking this subject into their curriculum to prepare the students. The challenge of these institutions is to include social responsibility and ethics in their curriculum in a way that combines the academic, technical and ethical education of students. The traditional teaching methods usually lead to a theoretical clarification on the subject, but they do not prepare students to deal with issues of social responsibility in everyday practice. This study proposed service-learning as a methodology for practical approach to teaching social responsibility, enabling closer ties between higher education institutions and communities, a learning experience with good results for both parts. Two cases of Brazilian educational institutions which develop programs in the local community were analyzed in this study, in order to understand their practices and evaluate the possible contributions that the use of service-learning methodology could bring to the Brazilian educational context, in search of training professionals to be more aware of social issues.

Au sein de l’économie libérale, est né un modèle d’entreprise conjuguant altruisme et recherche du profit : l’Économie de Communion. À travers sa responsabilité sociale, cette entreprise adopte des stratégies particulières de gestion qui tentent de replacer l’homme au centre de l’activité de l’entreprise. L’objectif du mémoire est de présenter l’Économie de Communion, son but et les différents axes qui la soutiennent, ainsi que sa compréhension de l’interaction du monde des affaires avec l’éthique, la morale et le droit. À la lumière des expériences vécues par 811 entreprises, cet agir économique rend compte de l’efficacité de son mode de gestion au niveau de l’optimisation de la performance entrepreneuriale. L’Économie de Communion met en exergue notamment une approche où la dynamique économique repose sur la solidarité et la fraternité. / Within the liberal economy, a business model was born combining altruism and profit-seeking: the Economy of Communion. Through its social responsibility, this model adopts specific management strategies that try to put people at the center of the firm's activities. The aim of the paper is to present the Economy of Communion, its purpose and the various axes that support it, as well as its understanding of the interaction of the business world with ethics, values and law. In the light of the experience of 811 firms, the Economic of Communion acknowledges the efficiency of its management mode in terms of optimizing entrepreneurial performance. It emphasizes in particular an approach where economic dynamics are based on solidarity and fraternity.

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Dans un contexte économique instable, résultant notamment de la mondialisation des échanges, de la financiarisationde l’économie et de l’accélération des mutations technologiques, caractérisé de surcroît par l’apathie endémique de lacroissance économique française, la prospérité et la survie des entreprises dépendent de leur capacité à s’adapter enpermanence aux évolutions du marché pour pouvoir sauvegarder leur compétitivité, assurer leur développement etfaire face à une concurrence toujours plus vive. Si les restructurations sont indispensables pour assurer la pérennité desentreprises dont dépendent le maintien de l’emploi, le dynamisme du marché du travail et la création de richesse, ellesmettent fréquemment en péril les intérêts des salariés. Nombre d’entre elles menacent ainsi leur emploi et partant leursécurité économique et matérielle, mais également leurs droits collectifs qu’il s’agisse des avantages issus de leurstatut collectif ou de leur droit à participer à la détermination de leurs conditions de travail et à la gestion del’entreprise via leurs représentants, dont le mandat peut être affecté par une restructuration. Si ces opérations mettenten péril les intérêts des salariés et génèrent un coût social largement assumé par la collectivité nationale, le droit, enparticulier le droit social, ne peut remettre en cause les projets de restructuration. Ces décisions et leur mise en oeuvrerelèvent en effet de la liberté d’entreprendre des dirigeants de l’entreprise à laquelle le droit social ne saurait porteratteinte en s’immisçant dans leurs choix économiques et stratégiques. L’objet de cette étude est donc d’exposercomment, en dépit de son incapacité à influer sur les décisions de restructurations, le droit social tente d’en limiter lecoût social, en préservant au mieux les intérêts des salariés. / In an unsettled economic climate, the result in particular of globalisation of trade, the financialisation of the economyand accelerating technological change, further marked by the endemic apathy of French economic growth, theprosperity and survival of companies depend on their capacity to adapt constantly to market trends in order tosafeguard their competitiveness, to ensure their development and to stand up to ever increasingly harsh competition.Whilst restructuring is essential to ensure the long-term survival of companies, on which maintaining jobs, a dynamiclabour market and the creation of wealth all depend, it frequently endangers the interests of employees. Manyrestructuring operations thus threaten their employment and consequently their economic and material security, butalso their collective rights when it comes to advantages resulting from their collective status or their right to participatein determining their working conditions and in the management of the company through their representatives, whosemandate may be impacted by a restructuring operation. While such operations endanger the interests of employees andgenerate a social cost borne to a large extent by the national community, law, and in particular social law, cannotchallenge restructuring projects. Such decisions and their implementation fall within the purview of the freedom to actenjoyed by corporate managers that social law cannot in any way impede by interfering in their economic and strategicchoices. The purpose of this study is therefore to show how social law, despite its inability to influence restructuringdecisions, seeks to limit the social cost by preserving as best as possible the interests of employees.