Gestão da responsabilidade social de empresas ao entorno de comunidades: o caso Complexo da Maré/RJ

Abstract

This study focus on the social responsibility of companies in the vicinity of the Mare Complex located in Rio de Janeiro city and formed by 16 low-income communities. The area human development index ranks as one of the worst. Companies such as Linha Amarela S/A and Petrobras Research Center are located in the surroundings of the Complex and their study emphasizes social responsibility as the duty of the whole society, including governments, NGOs, legal entities and people in general. The purpose here is to study the companies activities in favor of the nearby communities residents' needs, taking into account their expectations and priorities. The study was based on samples provided by the residents and other data supplied by the companies. The literature revision focused on the comprehensiveness, concepts, evolution and history of social responsibility, social balance and the integration between external social responsibility and the companies strategic planning by emphasizing the relationship with the community. The methodology used in this study was the case study , through semi-structured interviews with companies representatives.The outcoming of the research showed that there is a tendency of alignment between the residents' objectives and the social strategies developed by both companies.