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Advisor(s)
Abstract(s)
Cada vez mais, as organizações se veem desafiadas a manterem-se atualizadas com o
ambiente em constante mudança que a globalização traz. As organizações se adaptaram e
criaram estratégias para conseguir enfrentar o desafio que o desenvolvimento global
trouxe. Uma das indústrias mais afetadas é o objeto deste estudo. A indústria do tabaco
enfrenta desafios diários com a rápida disseminação de informações, na sua grande
maioria negativas, e as regulamentações contra o consumo do tabaco.
Uma das estratégias desse setor é a Responsabilidade Social Empresarial. Com base nisso,
a organização escolhida neste estudo é a Japan Tobacco International, multinacional do
segmento e que possui a segunda maior participação do mercado de tabaco em Portugal e
está entre as líderes mundiais nesse setor. A JTI tem como uma de suas estratégias
empresariais a Responsabilidade Social Empresarial e faz demonstrações de ações e
projetos sociais regularmente.
Sendo assim, este estudo tem como objetivo perceber se as ações sociais realizadas pela
indústria do tabaco são comunicadas de forma efetiva e qual a perceção do público, com
isso, propõe-se investigar os relatórios anuais da organização bem como
observar/participar de ações por ela realizadas e pesquisar a opinião pública. Para isso,
investigou-se conceitos de Responsabilidade Social Empresarial, da Comunicação
Estratégica, além da importância dos atores sociais. Em síntese, podemos compreender
que apesar de a RSE ser usada como uma estratégia empresarial, a grande maioria das
ações sociais realizadas é voltada para as áreas mais afetadas pela indústria, ou seja, para
comunidades fumiculturas. Apesar do empenho das tabaqueiras em aplicar as estratégias
de RSE, suas ações não têm tido efeito na imagem negativa do público em relação à
indústria do tabaco.
Every day more, organizations are challenged to keep up to date with the fast-changing environment that globalization brings. The organizations adapted and created strategies to face the challenge that global development has brought. One of the most affected industries is the subject of this study. The tobacco industry faces daily challenges with the rapid dissemination of information, in which the vast majority are negative, and regulations against the tobacco consumption. One of the strategies in this sector is Corporate Social Responsibility. Based on this, the organization chosen for this study is Japan Tobacco International, a multinational in the segment that has the second largest share of the tobacco market in Portugal and is among the world leaders in this sector. One of JTI's corporate strategy is Corporate Social Responsibility and consequently, regularly demonstrates social actions and projects. Therefore, this study aims to understand whether the social actions carried out by the tobacco industry are communicated effectively and what the public perceives, thus, it is proposed to investigate the organization's annual reports as well as observe / participate in actions and seek public opinion. For that, concepts of Corporate Social Responsibility, Strategic Communication, in addition to the importance of social actors were sought. In summary, it is understood that although CSR is used as a business strategy, most social actions carried out are aimed at the areas most affected by the industry, that is, tobacco growing communities. Despite the efforts of tobacco companies to apply CSR strategies, their actions have had no effect on the public's negative image in relation to the tobacco industry.
Every day more, organizations are challenged to keep up to date with the fast-changing environment that globalization brings. The organizations adapted and created strategies to face the challenge that global development has brought. One of the most affected industries is the subject of this study. The tobacco industry faces daily challenges with the rapid dissemination of information, in which the vast majority are negative, and regulations against the tobacco consumption. One of the strategies in this sector is Corporate Social Responsibility. Based on this, the organization chosen for this study is Japan Tobacco International, a multinational in the segment that has the second largest share of the tobacco market in Portugal and is among the world leaders in this sector. One of JTI's corporate strategy is Corporate Social Responsibility and consequently, regularly demonstrates social actions and projects. Therefore, this study aims to understand whether the social actions carried out by the tobacco industry are communicated effectively and what the public perceives, thus, it is proposed to investigate the organization's annual reports as well as observe / participate in actions and seek public opinion. For that, concepts of Corporate Social Responsibility, Strategic Communication, in addition to the importance of social actors were sought. In summary, it is understood that although CSR is used as a business strategy, most social actions carried out are aimed at the areas most affected by the industry, that is, tobacco growing communities. Despite the efforts of tobacco companies to apply CSR strategies, their actions have had no effect on the public's negative image in relation to the tobacco industry.
Description
Keywords
Ação Social Comunicação Estratégica Responsabilidade Social Empresarial Stakeholders Tabaco