Práticas de responsabilidade social interna: uma análise de sua relação com a reputação organizacional interna.

Abstract

This work has the main objective of obtaining knowledge of how the relationship between Internal Social Responsibility ( ISR ) and Internal Organizational Reputation ( IOR ) takes place. In order to conclude the study, we used Pena et al. (2005) as a theoretical background, forming a basis to investigate ISR through the analysis of 9 indicators, the same used by the Ethos Institute for Business and Social Responsibility, and Lerner’s (2006) proposal in order to identify the employees’ perception about the degree of agreement with IOR, based on the perception of 8 attributes related to the company. Thus, we made an investigation at a company called Antares Comunicação de Campina Grande, where we applied a semi- structured interview with the manager of the company’s Social Responsibility Programme. We also applied a questionnaire with the employees of the company. Through this documentary research we were able to identify the ISR actions which were developed, as well as the employees’ perception of them, the identification of the agreement degree in relation to the IOR, and the analysis of the relationship between them. The analysis result show a high degree of agreement, with the average of 5.5 in relation to the ISR action developed by the company, as well as the average of 4.9 for the attributes related to the IOR. Still, it was possible to observe, through Pearson’s correlation analysis, in this case, that there is a significant positive linear relation between ISR and IOR. This all means that the greater the perception of the ISR actions, the more positive will the IOR be among the employees. Thus, according to Resource-based View (RBV), the two variables, namely, Internal Social Responsibility and Internal Organizational Reputation, can be considered sources of competitive advantage