On-line version ISSN 1679-3951
NAKAYAMA, Regina Mitiko and TEIXEIRA, Rivanda Meira. Interpretative schemes of managers and suppliers concerning strategies and actions of social responsibility: the case of O Boticário. Cad. EBAPE.BR [online]. 2012, vol.10, n.1, pp. 82-107. ISSN 1679-3951. http://dx.doi.org/10.1590/S1679-39512012000100007.
Despite the growing importance of the supplier in the productive chain and the increase in social pressure for sustainable production throughout the chain, the evidence shows that there is a lack of studies on the social responsibility of companies with the suppliers that explore the subjectivity in the relationship between individuals and society. The aim of this study is to analyze the meaning attributed by managers and the stakeholder supplier regarding strategies and actions of social responsibility by the Boticário company. The research strategy is a unique case study, the level of analysis is organizational and the unit of analysis is the managers involved with the activities of social responsibility in the company and also the managers or owners of the supplying companies. It was observed that the values and beliefs mentioned by the interviewees are the myth of the founder, valuation of employees, respect for the law, transparency and confidence. The concept of social responsibility also seems associated with values, such as compliance with the law, norms and certifications. The concern of the managers over the company's legitimacy is evident. This means that its reputation, image and quality match society's expectations of an ideal company. And this concern extends to the suppliers through the verification of all the legal aspects of the business-oriented partners. When incorporating the culture of Boticário, the suppliers present similar beliefs and values in relation to customer commitment.
Keywords : Interpretative schemes; Social responsibility; Suppliers.