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Previous issue date: 2006-08-03 / The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters / O presente trabalho consiste em uma abordagem sobre a rela??o do marketing com a atua??osocial das empresas, dentro de uma nova tend?ncia do mundo dos neg?cios de valoriza??o deassuntos relacionados ? sociedade e ao meio ambiente. O seu objetivo principal consiste emcompreender como se d? rela??o do marketing com a atua??o social empresarial no contextode tr?s empresas localizadas no Estado do Rio Grande do Norte que realizam investimentossociais. Para isso, busca-se analisar os tipos e caracter?sticas das a??es sociais desenvolvidas,avaliar as motiva??es e objetivos da realiza??o de a??es sociais, verificar a import?ncia einflu?ncia da atua??o social na din?mica das empresas, verificar o n?vel de conhecimento einforma??oespec?ficos nas ?reas de marketing e de atua??o social nas empresas e avaliar oprocesso de comunica??o (promo??o e divulga??o) da atua??o social realizado pelasempresas. O trabalho possui ?nfase qualitativa, realizado atrav?s de um estudo de casosm?ltiplos com perspectiva explorat?ria e descritiva. Seu campo de estudo ? constitu?do portr?s empresas locais com hist?rico de atua??o social, com enfoque na entrevista pessoal comos dirigentes. Constata que h? uma imbrica??o do marketing com o social em todas asempresas analisadas, sendo que a empresa A associa diretamente as suas atividades sociais eambientais com benef?cios de diferencia??o, competitividade, cria??o de valor, fidelidade,relacionamentos, imagem, prest?gio, posicionamento da empresa, retorno de vendas efinanceiro, al?m de benef?cios no n?vel interno como maior motiva??o de seus funcion?rios ereten??o de talentos, n?o existindo rejei??o ao entrela?amento dos conceitos relacionados aomarketing e ao social. J? na empresa B h? rejei??o em relacionar suas pr?ticas sociais aomarketing, sendo observado, ap?s questionamentos posteriores, que existe a rela??o de formadireta e indireta e que s?o realizadas divulga??es dessas a??es, contradizendo os argumentosdos dirigentes de que as a??es n?o seriam realizadas para gerar m?dia. Mostra que na empresaC, h? tamb?m rejei??o e contradi??o com rela??o aos conceitos relacionados ao marketing,alegando-se que a imagem da empresa atrelada ? sua atua??o social n?o ? utilizada embenef?cio pr?prio, constatando-se que essa empresa divulga suas a??es e beneficia-emercadologicamente delas. Assim, o estudo conclui que h? uma tens?o entre os conceitos queenvolvem o marketing e o social, na medida em que os discursos sejam enf?ticos em neg?-lose a pr?tica mostre contradi??o, tratando-se de uma quest?o de estudo complexa
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/12192 |
| Date | 03 August 2006 |
| Creators | Santos, Elit?nia Tavares dos |
| Contributors | CPF:15590534453, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4706850H6, Alloufa, Jom?ria Mata de Lima, CPF:03203069415, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4780080H5, Almeida, S?nia Trigueiro de, CPF:1606200046, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4798563J0, Alexandre, Mauro Lemuel de Oliveira |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Administra??o, UFRN, BR, Pol?ticas e Gest?o P?blicas; Gest?o Organizacional |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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