Empresa que tem projeto social é uma empresa socialmente responsável?

Por Roberto Patrus Mundim Pena*

A Responsabilidade Social Empresarial pode ser definida como uma forma de gestão que se define pela relação ética da empresa com todos os públicos com que se relaciona e pelo estabelecimento de metas empresariais compatíveis com o desenvolvimento sustentável da sociedade, de modo a respeitar os direitos humanos e preservar recursos ambientais e culturais para as gerações futuras.

Embora o conceito abranja os compromissos com os diferentes stakeholders, ele é imediatamente associado ao trabalho social desenvolvido pela empresa com a comunidade. O presente artigo tem o propósito demonstrar que uma empresa para ser socialmente responsável precisa fazer muito mais do que apoiar projetos sociais.

É claro que a ação social da empresa com a comunidade tem uma clara dimensão de responsabilidade social. Mas isso não quer dizer que essa empresa seja socialmente responsável. A responsabilidade social da empresa é uma forma de gestão. Envolve a ética e a sustentabilidade com todos os stakeholders.

Implica a correção dos seus processos administrativos internos, a qualidade dos seus produtos e serviços, o relacionamento ético com os clientes, a retidão com os fornecedores, o respeito às leis e ao pagamento de impostos, o tratamento justo com os empregados e a boa governação com os acionistas.

A associação entre ação social da empresa e responsabilidade social parece atender a uma tentativa de legitimação de práticas empresariais por meio da abstração de que a empresa que tem projetos sociais é uma empresa socialmente responsável. Uma instituição financeira, por exemplo, que apóia atividades culturais e sociais voltadas para a educação da juventude está de fato desenvolvendo uma bela iniciativa.

Entretanto, essa adesão a causas sociais não significa que o serviço oferecido pelo banco seja socialmente responsável em sua totalidade. Interessa saber se a instituição financeira tem compromisso contra a lavagem de dinheiro, se ela respeita os seus clientes, se ela remunera seus empregados com justiça, se os serviços de atendimento eletrônico e telefônico funcionam com segurança e rapidez e se ela divulga com transparência as suas informações financeiras.

Há empresas que têm uma ação social merecedora de todos os elogios, mas que não cumprem, por exemplo os contratos assinados com os seus parceiros e clientes.
Muitas vezes, a divulgação de projetos sociais da empresa pode ter a finalidade ideológica de mascarar o seu modo de fazer negócios e de se relacionar com seus empregados e clientes. Ação social da empresa não significa, necessariamente, responsabilidade social, pelo menos do modo como a definimos aqui.

*Roberto Patrus Mundim Pena é Colunista de Plurale, colaborando com um artigo sobre Sustentabilidade por mês. É consultor da Do it – empresa de consultoria em Responsabilidade Social e Sustentabilidade.

Fonte: www.plurale.com.br

Construção de Marca

Phillip Kotler, o guru do Marketing, sobre criação de marca e redução de custos.

"Antes de investir na marca é preciso rever e cortar custos"

Criação de Marca

Eu vou ter que criar uma marca pra uma empresa fictícia p uma disciplina da Uni. E então, comecei a estudar o processo de criação. Me deparei com um case bem interessante: o da Biblioteca pública de NY.

http://www.underconsideration.com/brandnew/archives/an_iconic_lion_for_an_iconic_institution.php

Por aí, dá pra entender como isso dá trabalho.
E tbm why the hell uma marca tem tanto valor.

Rather than...

Rather than love, than money, than faith, than fame, than fairness...

...GIVE ME TRUTH.

Supertramp

"So many people live within unhappy circumstances and yet will not take the initiative to change their situation because they are conditioned to a life of security, conformity, and conservatism, all of which may appear to give one peace of mind, but in reality nothing is more dangerous to the adventurous spirit within a man than a secure future. The very basic core of a man's living spirit is his passion for adventure. The joy of life comes from our encounters with new experiences, and hence there is no greater joy than to have an endlessly changing horizon, for each day to have a new and different sun."

Chris McCandless

El aire de tu casa

Quiero respirar el aire de tu casa
Disfrutar de tu fragancia y llenarme de ti
Quiero en tu presencia estar todos los días
Y llenarte de alegría en tu jardín

Quiero estar tan cerca que te pueda respirar
Y un solo latido pueda yo escuchar
Quiero estar tan cerca que te pueda yo tocar
Y que tu pureza pueda yo imitar
Quiero ser tu amigo... quiero estar contigo

Quiero navegar el mar de tu mirada
Y saber que no habrá nada
Que me aparte de ti
Quiero caminar siguiéndote los pasos
Y aprender en tu regazo
Lo que esperas de mí

Bring it on, suckers!

Eu comecei a ver o jogo com o coracao na mao!
Quase chorei no intervalo!

Mas no segundo tempo, meu time mostrou o peso da camisa! Os EUA e Ashton Kutcher agora tem q ir p casa chorar! E eu e meus english mates vamos p PUB rir da cara dos american suckers!


MUA HAHAHAHAHA

Well, Well, Well. Where do I start?

I guess I could start from the beginning, but if I am to talk about the first impressions and the very first days in England, I must say they were irrelevant. I had this horrible jetlag and couldn't have a proper conversation with anyone for about 4 days, let alone have fun. I can recall though that as soon as I landed in London, I thought everyone was just so good looking I could not believe my eyes. haha Not true though. It's just a lot of make up. Soon I learned most of them have horrible skin and yellow teeth [no offense :) of course, all my beloved friends are gorgeous anyways].

I could also write a song about this. Who knows me, knows that I can sing my life. Or at least find songs that fit perfectly in every situation of my life. FCUK-crazy-singing-style [if you don't know what that means, i'm sorry] haha. Anyways, I'll try and write simply.

When I got to Manchester, I thought everything was so organized I got scared. I was so impressed with the Uni and the lecturers at first. The fact that this Uni doesn't have the exact same degree I study in Brazil [PR], forced me to choose random modules within the 3 years of 2 different degrees. It was cool, cos I learned different things, but that also meant that every class i attended was with a different group of people who knew each other very well, and I was just the outsider. :) A bit of drama here! That didn't bother me, to be honest. haha

In England, I met people from all over the world. I met people from all sorts of tribes in this concrete jungle we live in. It was all really fascinating! It was at the halls of residence that I made most friends and again from all over the planet. It was really cool to share and learn the little things about these different cultures.

I am used to being away, so I thought homesickness wouldn't be an issue. But after the first 6 months, I was just dying to have any of my friends from back home here. Or to take a walk on the beach and having acai with my mates afterwards. I cried myself to sleep some nights, hoping to wake up back in Brazil. haha Yeah, living abroad can be very lonely. I was the only exchange student from my university this year in Manchester, and that was bad, cos I had no fellow brazilians to hang out with here and "laugh until our bellys hurt" [brazilian style!], but also EXCELLENT because I had to meet other people to hang out with and also became closer to the girls in Leeds [who I miss so much! en en =~].

Oh, and traveling. Traveling is amazing! People from Europe have no idea how lucky they are. All these tiny little countries are perfect for adventures! And the budget airlines and the trains! SWEET! I come from a massive country and it's not even funny to mention that if I drive 10 hours heading west I wouldn't even leave my own state, which is one of the smallest states in Brazil. A flight to Sao Paulo takes about 3 hours. I don't know how many days it would take to drive there. haha And if I am to travel within my own continent and visit let's say Argentina or Chile I wouldn't pay just 15 euro on a flight as I paid from here to Paris. It's so much money I get sad only by thinking about it.

It's almost time to go. Exams (lol) are over and now I'm just waiting for the time to go backpacking (!), because I am cool like that. I am gonna miss England. "The sky all day is as black as night, but I am not complaining". I foresee me crying a river and struggling with the so-called post-erasmus depression, but it's gonna be good to be home, half the world away.

This was definitely the best year of my life. I saw Brazil's victory against Italy at the Emirates! I saw the Cirque du Soleil :) and I saw Noel in Manchester (!!!) twice. But these are not the most important things that happened. It is true that not everything about leaving abroad is perfect. It's a strange world out here. People are strange and many special people change! I met people that I wish I hadn't. And I made some wrong choices and wasted both my time and my money with the wrong crowd. Let's say that if my life here was a song, some verses would be out of tune. But "i don't care no more so don't you worry. Good bye, I'm going home." :) [ I can't help the quotes...Noel is just brilliant]!

But more importantly, I made friends I shall never forget and that I hope to see again soon. They know that they are very very welcome in Brazil land, which is a better place to play (!).

I'm gonna miss my sistah Viki and her craziness and friendship that kept me going so many times when I thought I would fall apart here. I'm gonna miss Theoey and his cool geekness. I'm also gonna miss Mike who's the youngest sibling of our creepie family and who always ended up looking after us. I'm gonna miss Ben, his amazing taste in music, our serious convos and all the times he said "Oh my Gosh". We see things they'll never see, Ben! I'm gonna miss Yasmin, who always listened to me, understood me and who's addicted to tv shows like me and everytime she said "I know, eh?". The last couple of weeks were the best ones! Too bad we never saw "Boys and wolves crying in the river". I'm gonna miss Hassy that was one of the purple people all year round and was eager to help whenever needed. I'm gonna miss Babz just because he's a legend and I love everything he says! I'm gonna miss Imi and his obsession with sports. I'm gonna miss my roomies :( The cute Chinese, little Malaysia and Sheena. You girls were always really nice to me.

I'm gonna miss the people from Leeds. They're awesome! Fortunately, some of us girls (Rachel, Mari, Luiza and my bext Dai) are gonna meet back at the motherland. But I will miss Pedrow Mohamed, who's from a different bit of Brazil. I will miss you lot from Sweden. I'll miss Natalie DOIDO and her sweetness! I'm even gonna miss people I met only once or people I hadn't met until recently. People I think are worth keeping in touch with, like Rackstraw, his love for music and his fun conversations. He's one of a kind! I'm also gonna miss all the erasmus people I met here.

Believe it or not, I am gonna miss the cloudy sky and the permanent rain! I'll miss popolinos! oh my foxy! haha

Anyway, I just want to thank everyone who was part of my life during this year somehow. It's people who make the difference and I had the time of my life here. I wish I could keep you all and bring you back to Brazil with me. Thank you very much for your company, love and support!

Now, slide away and give it all you've got!
xxxxxxxxxxxxxxxxxxxxxxxxx

Love,

D.

Little joys

Ah, quotes que me dao little joys de vez em qndo :)

"Is this morse code?
- Yes, it's S.O.S
- Where did you learn this?
- Titanic!"

Hein?