Responsabilidade social empresarial e agregação de valor : o caso de uma empresa plantadora de eucalipto na Amazônia

Abstract

This work aims to analyze how actions of corporate social responsibility (CSR) de-veloped by a eucalyptus plantation company in the Amazon zone add value to the company and its stakeholders. The research was developed through case study with data collection using results of interviews and analysis based on existing theoretical literature available in the CAPES portal, GOOGLE SCHOLAR, SCOPUS / SCIENCE DIRECT, EBSCO, EMERALD, books and magazines. The company, internal stake-holders, external stakeholders related to the company and external stakeholders were studied in order to analyze how the company defines its business strategy while contemplating financial gain without losing views with respect to its responsi-bility to the whole society. The company studied is located in a region of the Amazon rainforest, savannah and transition area. The company, although holding controver-sy about its activities, proves to be sensitive to social and environmental issues. The results indicate that for the company to achieve added value through CSR was necessary to invest in human governance of its employees and integrate social initiatives with their business strategies, important alternative to sustainable development practices in the Amazon region. The company obtains added value of their CSR initiatives given the improvements relationships with stakeholder groups, employee motivation, productivity gains and improved corporate image. With regard to internal stakeholders (employees), CSR actions generate value as a function of improving the lives of professionals, added to the respect and will concern the company related to the preservation of the environment. For external stakeholders related to the company (partners), the value is evidenced in improving the quality of life in the social, economic and environmental community. And the external stake-holder ratify up the problems related to water after planting eucalyptus, and asks that the Environmental Impact Study which granted the license the company does not include the entire Indigenous territory.