O discurso das fundações corporativas: caminhos de uma "nova" filantropia?

Abstract

RESUMOO investimento social privado se realiza, muitas vezes, por meio das fundações corporativas. Este artigo analisa como as fundações constroem discursivamente sua relação com a empresa e a sociedade a partir do tema responsabilidade social. O método de análise de discurso é utilizado com o objetivo de identifi car e compreender como a companhia e a sociedade estão presentes no discurso de seis fundações. A análise revela que, além de protagonistas na criação de valor social, essas entidades vêm desempenhando um papel estratégico para a companhia, conforme a retórica da "nova" fi lantropia. Primeiro, quando assumem a função de dialogar com os stakeholders, tornando-se pontos de referência para a compreensão das necessidades, dos interesses e das expectativas da sociedade. Segundo, como espaço ampliado de gestão, visto que a companhia está presente de forma signifi cativa no discurso das fundações. PALAVRAS-CHAVE Discurso, estratégia, fi lantropia, fundações, responsabilidade social. Jacquelaine Florindo Borges

Sustainability and strategy: A Brazilian integrative review

“…Organizações & Sociedade (Pena et al, 2007). Revista de Administração de Empresas (Borges, Miranda, &Valadão, 2007). Revista de Administração Pública (Volpon & Macedo-Soares, 2007).…”

“…In general, the papers analyzed were characterized by quantitative, qualitative and mixed approaches and differ in the directions and research methods used, being mostly empirical papers. Studies presented in its majority the analysis of Brazilian companies, such as the works of Oliveira (1999), Borges et al (2007), Pena et al (2007), Volpon and Macedo-Soares (2007), Alperstedt et al (2010), Cruz et al (2010), Machado and Silva (2010), Munck et al (2012), Sehnem et al (2012), Alperstedt and Bulgacov (2015), and Ometto et al (2015).…”

“…For some companies, it is important to focus on social aspects (Haydel, 1989), highlighting actions in favor of education and health (Borges et al, 2007). In addition to social issues, environmental protection has become relevant in business strategies, being an important element of strategy, management practice and technological innovation (Souza, 1993;Oliveira, 1999).…”

“…The contextual approach in studies on corporate sustainability and strategy can be analyzed through some approaches and organizational theories, namely: agency theory; firm theory; resource-based view; institutional theory; and stakeholder theory (Borges et al, 2007). Thus, it is possible to identify that the actions of competitors also influence the company's behavior by institutionalizing some practices (Machado and Silva, 2010), and according to Faria and Sauerbronn (2008, p. 25), "in the context of globalization, some researchers began to explore institutional theory to deal with corporate social responsibility issues under a strategic approach."…”

“…Regarding contextual aspects, unlike international results, the findings of Brazilian papers (e.g., Haydel, 1989;Souza, 1993;Sanches, 2000;Coutinho and Macedo-Soares, 2002;Borges et al, 2007;Pena et al, 2007;Faria and Sauerbronn, 2008;Cruz et al, 2010;Machado and Silva, 2010;Alperstedt and Bullgacov, 2015) deepen the discussion on contextual aspects that influence the relationship between sustainability and strategy, focusing on discussions about organizational theories and critical perspective that were not cited in these prior reviews.…”