Resumen

MARTINS, Otiliana et al. Corporate Social Responsibility: The institutionalization process in an enterprise prize winner SESI quality at work. Rev. Portuguesa e Brasileira de Gestão [online]. 2013, vol.12, n.2, pp.75-87. ISSN 1645-4464.

This study aims to investigate the institutionalization process of the corporate social responsibility (CSR), at the Marisol firm, winner of the SESI Work Place Quality Prize. The research is descriptive and was carried out through a case study, with interviews and questionnaires. The results show that the institutionalization process has occurred in a gradual way, in which the two first stages, habitualization and objectification, can be considered rooted. Even though there is no resistance, the process of institutionalization has not been completed. The firm needs to sediment more encompassing proposals, in alignment with the strategic goals. The main motivating factors for the adoption of CSR were the search for a competitive advantage and the concern about corporate image. The performance of top management and of the human resources area was key to the monitoring and dissemination of the CSR practices. The changes in the industry, resulting from the CSR actions, were deemed of great impact, mainly regarding the internal public.

Palabras clave : Corporate Social Responsibility; Institutionalization; QWL.

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