STRATEGY AND COMMUNICATION WITH THE MARKET: PERCEPTION OF MANAGERS OF INSTITUTIONS OF HIGHER EDUCATION ON THE CORPORATE SOCIAL RESPONSIBILITY IN THE PHENOMENOLOGICAL METHOD VIEW

Abstract

This research presents the findings from an exploratory study relating to understanding more about characteristics of the implantation and management of programs of Social Responsibility in two universities of the Great São Paulo, according with qualitative researches, of qualitative nature, job of the technique of the focal interview next to the respective responsible managers. The results of the research indicate that the analyzed institutions of higher education conceive its social action for damages as strategical element, generating of competitive advantage, confirming the assertive gifts in the principles of the social reactivity.

Keywords

• estratégia corporativa, Instituições de Ensino Superior, responsabilidade social.