CRIAÇÃO DE SENTIDO ATRAVÉS DA PRÁTICA DA ESTRATÉGIA: A RESPONSABILIDADE SOCIAL CORPORATIVA COMO UM PROCESSO CONTÍNUO E COMPARTILHADO
Resumo
Em um contexto em que as cobranças do meio institucional restringem cada vez mais os comportamentos empresariais que visam a supremacia pragmática, as organizações têm buscado construir uma imagem que as identifique como “responsáveis” e “sustentáveis”, muito embora certas ações ainda estejam apenas no plano mercadológico, não correspondendo à uma prática organizacional real. Desta forma, algumas questões acerca da construção da responsabilidade social corporativa nas organizações tornam-se pertinentes: como construir práticas de responsabilidade social que estejam efetivamente enraizadas na prática organizacional? Como tonar a RSC algo compartilhado e construído por todos os indivíduos que compõem a e não apenas como um discurso? Este ensaio parte destes questionamentos para discutir a RSC através da perspectiva do sensemaking e sensegiving, propondo que a prática de responsabilidade social corporativa pressupõe o compartilhamento de significados e valores referentes a mesma por todos os indivíduos que compõe a organização, bem como em relação ao stakeholders externos. Assim, buscou-se aliar os conceitos de estratégia enquanto prática social e sensemaking, visando constituir-se em uma alternativa para a construção da RSC. Dessa forma, este ensaio parte de abordagens teóricas interpretativas para a compreensão da responsabilidade social, uma vez que estas se mostram mais adequadas às questões levantadas e ao propósito central estabelecido, possibilitando uma maior aproximação do objeto de estudo.
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