Responsabilidade social e reputação corporativa

Abstract

One of the main challenges faced in the XXI century is to find a balance between economic development and sustainability, towards the various problems environmental that the planet has been suffered, especially since the Industrial Revolution, the matter started to attract attention from around the world, to occupy the political agenda to be discussed in international conferences conducted with the aim of finding a solution that minimized the problem. Then was created the concept of sustainable development as a solution to the dead-lock between economic growth and the possible depletion of natural resources. The business came under pressure from the government, society and market to pass to consider the issue in making decisions, specific areas were structured within organizations with the goal of addressing environmental issues. With a more conscious to the importance of the issue, companies began to see the topic Corporate Social Responsibility as a means of differentiation from your competitors, add value to brand marketing and establish a good corporate reputation in the long term. The marketing also came to be viewed from another angle, where innovative and sustainable initiatives should be implemented and disseminated to the consumer society we live in can support environmental causes and sustainable consumption