SOCIAL RESPONSIBILITY IN THE FOOD AND BEVERAGE INDUSTRY IN BRAZIL
Keywords:social responsibility, sustainability, communication, business strategy, food and beverage.
Social responsibility is a growing theme, given the rapid and necessary transformations observed in corporate management in recent years towards sustainable development. Thus, the purpose of this research was to study the communication of social responsibility in the food and beverage sector in Brazil, as well as to characterize the link between social responsibility and business strategy. As for the research methodology, it is descriptive and explanatory, with a bibliographic and documental survey on corporate websites, with the purpose of knowing the projects and the results of social responsibility actions, which are communicated and published by the selected companies. The selection criteria of these companies is their position in the ranking of net revenue of the sector. The results indicate, for the studied companies, that investments in social responsibility are linked to the competitive strategy. However, there is scope for improvement through more detailed responsible business practices and the results of social responsibility projects, enabling it to meet stakeholder demands, strengthening reputation and increasing long-term sales and profits.
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Copyright (c) 2020 Cândido Ferreira Silva Filho, Bianca Somogyi Camargo Francisco, Samuel Carvalho De Benedicto, Cibele Roberta Sugahara, Luiz Henrique Vieira da Silva
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