Desempenho socialmente responsável no sistema franchising: um estudo de caso em um franqueado

Abstract

The current context is characterized by new exigencies and necessities that companies need to attend in such a way to ensure its competitivity in the market. One of these exigencies is the adoption of Corporate Social Responsibility (CSR). Due to frequent discussions concerning this theme, as well as, counting with a more critical look from consumers, government, society and other stakeholders under the behavior of organizations, many companies started to rethink their actions and to implant practices that consider their impact on the environment and society. Within this context, the present study had as its objective to identify the socially responsible performance of a cosmetics and perfumes franchise from the perception of an internal public that operates at the tactical level of a franchised in the city of Campina Grande - PB. The research is characterized as a case study of descriptive nature, because it aimed to identify and describe the socially responsible performance of the company from the Three-Dimensional Conceptual Model of Corporate Performance proposed by Carroll (1979). The analysis of the results was made from a quali-quantitative approach. Data were collected through techniques: documentary research, participatory observation and questionnaire, which was elaborated based on the parametrization of the TCCP Model, Carroll (1979), made by Macêdo, Gadelha, and Cândido (2014). The results show the types of corporate social responsibility, the implanted sustainable practices, and the socio-environmental behavior response of the organization. It was found that the franchise has a socially responsible posture, since it was identified a positive frequency of categories of responsibility economic, ethical, legal and discretionary. Regarding CSR activities, it was found that the company has strong practices focused on product safety, consumer and environment, while those related to safety at work and shareholders can be better worked to achieve a more positive outcome. Finally, the most frequent response behavior in Franchise is now accommodative. Just note that the performance of socially responsible of the investigated franchise is perceived by the internal public that operates at the tactical level of a franchised, however, as a continuous improvement way, the company has some aspects that can be ameliorated.