Responsabilidade social e estratégia em instituições financeiras públicas e privadas

Abstract

This research verified how Corporate Social Responsibility (CSR) is bound with the strategy in public and private financial instituitions. We conducted a qualitative multicase study in four banks in the city of São Paulo. Data were collected through documentary analysis and in-depth interviews in each research institution. The research concludes that projects and programs of CSR well structured and efficient in both institutions, involving the areas of culture, health, education, environment and sustainability. These are implemented through its own resources and encouraged seeking to creat a culture of self-aintenance after untying the bank. But, it was found that there is a strong bond between CSR and policies of institutions such actions being rooted in the spirit of capitalism. In both institutions there is a discourse of justification for their inclusion in the CSR movement, characterized and that an attempt of displacement of capitalism. It was found that the incorporation of a moral dimension to these organizations aims to contribute to the deconstruction of a negative image and the construction of another image consistent with the new demands of a society that aims to more ethicall attitudes of public and private mangers.

Keywords

• Corporate social responsibility
• Strategy
• Financial institutions