Ethical |
- The aim is to maximize profit and social well-being and that of the groups that relate with the organization in some way. |
Lantos (2001)Lantos, G. P. (2001). The boundaries of strategic corporate social responsibility. Journal of Consumer Marketing, 18(7), 595-632. http://dx.doi.org/10.1108/07363760110410281. http://dx.doi.org/10.1108/07363760110410...
, Windsor (2006)Windsor, D. (2006). Corporate social responsibility: three key approaches. Journal of Management Studies, 43(1), 93-114. http://dx.doi.org/10.1111/j.1467-6486.2006.00584.x. http://dx.doi.org/10.1111/j.1467-6486.20...
, Mendonça & Gonçalves (2002)Mendonça, J. R. C. D., & Gonçalves, J. C. S. (2002). Responsabilidade social nas empresas: uma questão de imagem ou substância? In Anais do 26º Encontro da Associação Nacional dos Programas de Pós-Graduação em Administração. Salvador: ANPAD.
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- With this ethical motivation, understanding SER as being linked to financial interests is a short-sighted and superficial view. |
- Stating that an organization relates with its stakeholders in an ethical way means that it presents conformity between actions, values, policies, culture, and strategic vision. The ethical actions take place with transparent internal and external communication or with actions that favor social development. When the company adopts ethical values, it engages in including them into the corporate culture, monitoring and practicing them. |
Philanthropical |
- It is the company’s contribution to the common good, the result of a general concern about society. |
Lantos (2001)Lantos, G. P. (2001). The boundaries of strategic corporate social responsibility. Journal of Consumer Marketing, 18(7), 595-632. http://dx.doi.org/10.1108/07363760110410281. http://dx.doi.org/10.1108/07363760110410...
, Branco & Rodrigues (2006)Branco, M. C., & Rodrigues, L. L. (2006). Corporate social responsibility: and resource-based perspectives. Journal of Business Ethics, 69(2), 111-132. http://dx.doi.org/10.1007/s10551-006-9071-z. http://dx.doi.org/10.1007/s10551-006-907...
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Complying with norms |
- It should be implemented, since there is guiding legislation. However, it represents a cost. |
Miles & Covin (2000)Miles, M. P., & Covin, J. G. (2000). Environmental marketing: a source of reputational, competitive, and financial advantage. Journal of Business Ethics, 23(3), 299-311. http://dx.doi.org/10.1023/A:1006214509281. http://dx.doi.org/10.1023/A:100621450928...
, Munilla & Miles(2005)Munilla, L., & Miles, M. P. (2005). The Corporate social responsibility continuum as a component of stake holder theory. Business and Society Review, 110(4), 371-387. http://dx.doi.org/10.1111/j.0045-3609.2005.00021.x. http://dx.doi.org/10.1111/j.0045-3609.20...
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Due to pressures |
- Pressure-exerting groups demand compensation from companies that translates into social responsibility. If the company does not attend to these groups, it may compromise its capacity to create value. |
Miles et al. (2002)Miles, M. P., Munilla, L. S., & Covin, J. G. (2002). The constant gardener revisited: the effect of social blackmail on the marketing concept, innovation, and entrepreneurship. Journal of Business Ethics, 41(3), 287-295. http://dx.doi.org/10.1023/A:1021241129501. PMid:12755097. http://dx.doi.org/10.1023/A:102124112950...
, Munilla & Miles (2005)Munilla, L., & Miles, M. P. (2005). The Corporate social responsibility continuum as a component of stake holder theory. Business and Society Review, 110(4), 371-387. http://dx.doi.org/10.1111/j.0045-3609.2005.00021.x. http://dx.doi.org/10.1111/j.0045-3609.20...
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Economic |
- The ethics that prevail in this situation are utilitarian, in which any good action has the aim of increasing profits. |
Ashley (2003)Ashley, P. A. (2003). Ética e responsabilidade social nos negócios. São Paulo: Saraiva., Windsor (2006)Windsor, D. (2006). Corporate social responsibility: three key approaches. Journal of Management Studies, 43(1), 93-114. http://dx.doi.org/10.1111/j.1467-6486.2006.00584.x. http://dx.doi.org/10.1111/j.1467-6486.20...
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- In this sense, considering that consumers are ever more informed and conscious, they tend to seek products that offer benefits for society and the environment. |
Strategic |
- Investment that results in competitive advantage. This responsible behavior regarding social and environmental questions represents the opening up of new business opportunities, as well as enabling the companies to enter new markets. With this, a greater value is generated for the customers and, consequently, a greater economic gain for the organization. |
Miles & Covin (2000)Miles, M. P., & Covin, J. G. (2000). Environmental marketing: a source of reputational, competitive, and financial advantage. Journal of Business Ethics, 23(3), 299-311. http://dx.doi.org/10.1023/A:1006214509281. http://dx.doi.org/10.1023/A:100621450928...
, Munilla & Miles (2005)Munilla, L., & Miles, M. P. (2005). The Corporate social responsibility continuum as a component of stake holder theory. Business and Society Review, 110(4), 371-387. http://dx.doi.org/10.1111/j.0045-3609.2005.00021.x. http://dx.doi.org/10.1111/j.0045-3609.20...
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Fad |
- Companies are only temporarily engaged in SER actions. This occurs because this behavior is perceived as the most adequate one for the time and the situation experienced. |
Tomei & Lerner (1997)Tomei, P. A., & Lerner, A. (1997). Os modismos gerenciais e a dinâmica organizacional. In Anais do Encontro Anual da Associação Nacional de Pós-graduação e Pesquisa em Administração. Rio de Janeiro: ANPAD.
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