SOCIALLY RESPONSIBLE COMPANIES: MARKETING DIVERGENCES IN THE THIRD SECTOR

Authors

  • Alípio Ramos Veiga-Neto Universidade de Fortaleza - Fortaleza, CE
  • Kelly Regina Panhossi Pontifícia Universidade Católica de Campinas - Campinas, SP
  • Ana Flávia Moreira Godoy Pontifícia Universidade Católica de Campinas - Campinas, SP

Keywords:

Third sector, social responsibility, societal marketing, sustainability,

Abstract

This article deals with the development of the third sector and the social responsibility of companies. The article starts with an analysis of the national macro-environment, which will serve as subsidies for a study about the regional micro-environment focused in the city of Americana/SP. The context of this study is centered on the origin and diversity of existing social actions both in the macro and micro-environment, approaching the degree of social responsibility of private companies while also considering the distortions of their marketing interests. This study is concluded with a comparison of the actions of the companies and the social sector of the national macro environment and the regional micro environment, identifying similar aspects and divergences of local, cultural, social, and economic scope.

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Published

2013-09-05

How to Cite

Ramos Veiga-Neto, A., Regina Panhossi, K., & Flávia Moreira Godoy, A. (2013). SOCIALLY RESPONSIBLE COMPANIES: MARKETING DIVERGENCES IN THE THIRD SECTOR. Electronic Review of Administration, 10(3). Retrieved from https://seer.ufrgs.br/index.php/read/article/view/42409

Issue

Vol. 10 No. 3 (2004): Edição 39 - mai/jun 2004

Section

Articles

License

 

The author holds authorship rights, and authorizes REAd to publish the article on its website or in printed editions, not implying the payment of copyright or any other fee to the authors, and certifies that this article has not been published, to date, in any Brazilian journal.