SciELO - Scientific Electronic Library Online

 
vol.15 número especialValorização do tema “Responsabilidade Social” em Instituições de Ensino Superior? Análise de cursos de Administração no estado do Rio de JaneiroFatores motivadores dos programas de gestão ambiental em hospitais: um estudo de caso múltiplo em quatro hospitais privados brasileiros índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

Compartilhar


Cadernos EBAPE.BR

versão On-line ISSN 1679-3951

Resumo

KAMLOT, Daniel. Organizational resilience and social marketing: an assessment of foundations and affinities. Cad. EBAPE.BR [online]. 2017, vol.15, n.spe, pp.482-495. ISSN 1679-3951.  http://dx.doi.org/10.1590/1679-395160269.

This essay relates the concepts of organizational resilience to those of social marketing, exposing the commonalities between the fields of study and identifying how both associate to each other. Based on the analysis of the literature on both themes, an assessment of the confluences between resilience and the basic attributes of social marketing was made, in order to identify aspects that articulate such domains of knowledge. The proposal presented here indicates that adaptation and change — of behaviors, ways of proceeding, and attitudes, among others — are responsible for linking the study of resilience to the principles of social marketing, both of which are bound by the need to change behaviors and by the required suitability to certain unexpected situations. Regarding social marketing, a focus on the generation of social welfare was observed, while in the case of organizational resilience, companies focused on the inherent need to change to be competitive in the market, taking advantage of opportunities that may arise from a situation of rupture.

Palavras-chave : Resilience; Social marketing; Change; Adaptation.

        · resumo em Português | Espanhol     · texto em Português | Inglês     · Português ( pdf ) | Inglês ( pdf )