The main purpose of this study is to investigate the relation between the consumer representation of corporate social responsibility and its relation to the process of decision making. We collected the data with in depth interviews with 15 consumers. The narratives were analyzed with the method of content analysis. The results revealed that the interviewees perceive and value companies which undertake social responsibilities actions. However they do not consider this attribute when they choose a product. Price and quality are the main attributes which are considered.
The success of a company isn’t entailed just to the success of its products or services. It is the result of a small successes series in a complex of articulations chain, people’s relationships and the way they lead their process inside and outside the company. Everyone, indiscriminately – employees, suppliers, customers, community and environment – they form an interdependence network which is the support basis for a successful organization. In this context, this study aims a discussion concerning the importance of the corporative social responsibility as a competitive differential for the organizations success, taking it as an item of their strategy. The result of this bibliographically based piece of research show that the organizations that develops social responsibility actions differ from their competitors and arevalued by their clients.
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