Os princípios cooperativistas e a identidade do movimento cooperativista em xequeThe cooperativist principles and the identity of the cooperativist movement in a bind
Private companies are great generator of richness and employmente. They also incorporate intangibles values such as the preservation of the environment the sustainable development, dignity of labor and the defense of the consumer. These are universal values and pressupose other interested publics engaged with the organization, such as consumers associations, labor's union, labor's entities, the NGO's and the local communities. Theory of the stakeholders have contributed to understand that the corporate social development is given by the organization success in attending the demand of multiples publics, such as: consumers, suppliers, investors, shareholders, workers, government and society. Due to the impact caused by the Real Estate sector in society, the objective of this paper is to analyze the social corporative responsibility of the organizations that play in this sector, based on a model of total responsibility of Archie Carrol, which includes the economic responsibility, legal, ethical and discretionary. Based on secondary data, the study showed that the majority of the companies do not attend to the four levels of social corporative responsibility, needed to survive in the long term. They necessarily have to change to adapt themselves to the business environment of the future.. RESPONSABILIDADE SOCIAL CORPORATIVA NO SETOR IMOBILIÁRIO RESUMO O conceito de empresa como principal geradora de riqueza para a sociedade pode estender-se além da maximização do lucro e da geração de empregos, para incorporar valores intangíveis como a preservação do meio ambiente, desenvolvimento sustentável, dignidade do trabalhador e defesa do consumidor. Estes valores, de caráter universal, pressupõem a existência de partes interessadas nas atividades da empresa, como as associações de consumidores, os sindicatos, as entidades de classe, as organizações não governamentais e a comunidade local. Para isso tem contribuído a teoria dos stakeholders, segundo a qual o desempenho social corporativo é determinado pelo sucesso obtido pela organização em atender às demandas de múltiplos públicos, tais como consumidores, fornecedores, investidores e acionistas, empregados, governo e sociedade. Em virtude do impacto causado pelo setor imobiliário na sociedade, o objetivo deste trabalho é analisar a responsabilidade social corporativa das organizações que atuam neste setor, com base no modelo de responsabilidade total de Archie Carrol, que inclui as responsabilidades econômicas, legais, éticas e discricionárias. Com base na análise de dados secundários, o estudo revelou que a maioria das empresas não atende aos quatro níveis de responsabilidade social corporativa, necessários à sua sobrevivência no longo prazo, necessitando desenvolver ações no sentido de se adequar às atuais exigências do macroambiente de negócios.
Summary: I. Introduction. II. The principle of concern for community. III. Social responsibility. IV. The paradigm of the gift -the obligation to give, receive and reciprocate. V. Inconsistent relationship between the principle of concern for community and social responsibility. VI. Coherent relation between the principle of concern for community and theory of gift. VII. Concluding remarks. VIII. Bibliography. Abstract:This article aims to demonstrate the principle of cooperatives Concern for Community represents the way cooperatives interact to its community, especially in a social aspect. Thus there is no need of using the terminology «Social Responsibility for Cooperatives» once the cooperative principle already encompasses the social actions of the cooperative in a more complete and organic way. This discussion is related to traditional mimicry of cooperatives management (technics and tools) from management of companies, which weakens the identity of cooperatives. This text also demonstrates the Theory of Giving can support the theory and practice of the Concern for Community principle.Key-words: concern for community, social responsibility, theory of giving, cooperative.Resumen: El objetivo del artículo es demostrar que el principio cooperativista de «Preocupación por la Comunidad» representa la manera por la cual las cooperativas interactúan con su territorio y la sociedad, especialmente en lo que se refiere a los aspectos sociales de su gestión. Por lo tanto, el concepto de «Responsabilidad Social de las Cooperativas» no es aplicable en la justifi- cación de sus objetivos de gestión. Porque el principio de la cooperación incluye, de forma integral y orgánica el concepto de responsabilidad social. La discusión es parte del tradicional mimetismo discursivo de la administración de empresas con fines de lucro (herramientas y técnicas de gestión) que intentan imponer a los modelos de gestión de cooperativas, lo que trae como consecuencia el debilitamiento de la identidad de las cooperativas. Se propone en este artículo un análisis crítico de la Teoría de la Dadiva con el fin de sustentar la teoría y la práctica del principio de la Preocupación por la Comunidad en el cooperativismo. Palabras claves: Preocupación por la Comunidad, Responsabilidad Social, Teoría de la Dadiva, Cooperativismo.
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