RESUMO Nos estudos em administração existe um debate acerca do que as pessoas realmente fazem e/ou como fazem. Para entender o cotidiano é necessário vivenciar a realidade a fim de gerar interpretações a respeito do contexto de formação das práticas, o que remete ao uso da etnometodologia. Tendo em vista que existem poucas informações sobre o uso da etnometodologia enquanto método em pesquisas empíricas aplicadas no campo de estudos em administração este trabalho tem como objetivo dissertar sobre o percurso teórico-metodológico adotado para construção de um estudo no campo da administração usando como base metodológica a etnometodologia. Para tanto, descreve-se os processos envoltos na realização de uma pesquisa aplicada focando na aproximação do campo e na construção do corpus e na interpretação dos construtos. Este estudo resultou em alguns aspectos relevantes, quais sejam: conexão local e pessoal, densidade da imersão, interpretação do cotidiano e transparência nas interações e identificação de pessoas chave.

In management studies there is a debate about what people actually do and / or how they do it. In order to understand everyday life, it is necessary to experience reality in order to generate interpretations regarding the context of the formation of practices, which refers to the use of ethnomethodology. Bearing in mind that there is little information on the use of ethnomethodology as a method in empirical research applied in the field of studies in administration, this work aims to discuss the theoretical and methodological path adopted to build a study in the field of administration using as a methodological basis ethnomethodology. To this end, the processes involved in carrying out applied research focusing on the approach of the field and the construction of the corpus and the interpretation of constructs are described. This study resulted in some relevant aspects, namely: local and personal connection, density of immersion, interpretation of daily life and transparency in interactions and identification of key people.

En los estudios de gestión hay un debate sobre lo que las personas realmente hacen y / o cómo lo hacen. Para comprender la vida cotidiana, es necesario experimentar la realidad para generar interpretaciones sobre el contexto de la formación de prácticas, que se refiere al uso de la etnometodología. Teniendo en cuenta que hay poca información sobre el uso de la etnometodología como método en la investigación empírica aplicada en el campo de los estudios en administración, este trabajo tiene como objetivo discutir el camino teórico y metodológico adoptado para construir un estudio en el campo de la administración utilizando como base metodológica Etnometodología. Con este fin, se describen los procesos involucrados en la realización de investigación aplicada centrada en el enfoque del campo y la construcción del corpus y la interpretación de los constructos. Este estudio resultó en algunos aspectos relevantes, a saber: conexión local y personal, densidad de inmersión, interpretación de la vida diaria y transparencia en las interacciones e identificación de personas clave.

Corporate social responsibility strategy and competitive advantage are important issues for the contemporary discussion on corporations in society when taking into account social and environmental impacts. Empirically, we can see that social responsibility strategies are associated with competitive advantages, such as attracting valuable employees as well as enhancing the company image and reputation. This paper presents a theoretical review that demonstrates the association between social strategy and competitive advantage through the formulation of social strategies that influence and are influenced by opportunities, resources, skills, corporation merits, industry structure and stakeholders. Based on the literature and a case study of Carrefour, a model is proposed for competitive advantages stemming from the formulation of social strategies, which are explained based on their elements and adaptation to societal expectations. This article seeks to enrich the discussion on the strategic management of social responsibility and contribute to the literature on Corporate Social Responsibility as well as Strategy and Competitive Advantage.

This study is an attempt to understand consumers' perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published data. The research aim was focused on the consumers' perception of the alliance between corporations and non-profit organisations. The research found that consumers have a better perception of firms that work with charities and good causes than those that do not. They believe that the partnership between corporations and charities has an impact on the good of society. However, they are aware that corporations themselves benefit from this partnership. Concerning good causes, consumers prefer to support those related to Children. The researchers noticed that an individual connection with a cause might have considerable influence on consumer attitudes and behaviour in relation to a specific cause.