A evolução da identidade corporativa em uma empresa socialmente responsável

Abstract

With the growing globalization process, companies started to focus on social problems in a quest for principles such as ethics, solidarity, and the search for sustainable development and the common good. With the new insight that everybody is responsible for the solution for social problems, rather than an isolated responsibility of the State, companies started to see in the social problems an opportunity to strengthen their brands, so they started to invest in social-related projects and corporate voluntary work programs. In order to know the dimension of the influence of social responsibility actions in the evolution of the corporate identity, a qualitative case study was formulated based on a conceptual referential that guided the performance of a descriptive survey involving a multinational company in the chemical industry. Data were collected through open interviews led by two representatives of the company s sustainability committee and a representative of Ethos and Akatu Institutes. Study results allowed for understanding which factors make a company change its orporate identity and which strategy is used for corporate communications so that it can reach the target publics.