Responsabilidade Social (RSI) e Reputação Organizacional (ROI) Internas: relação competitiva para a empresa?

Abstract

The objective of this research was to identify the relationship between Internal Social Responsibility (RSI) and Internal Organizational Reputation (ROI). It also aims at checking if they are considered sources of competitive advantages for companies. The research used a theoretical basis developed by Pena et al. (2005) for the analysis of RSI through the analysis of 9 indicators, the same used by the Ethos Institute, and Lerner’s (2006) proposal to identify the employees’ perception of the degree of agreement with the ROI, based on the perception of 8 attributes related to company. The research was carried out in the company Antares Comunicação through questionnaires applied to the employees and semi-structured interview conducted with the manager of the Social Responsibility program. The results of the research show a high degree of agreement, an average of 5.5 in relation to the RSI actions developed by the company, as well as an average of 4.9 for the attributes related to ROI. He found through Pearson’s correlation analysis, there is a significant, linear and positive relationship between RSI and ROI. Therefore, according to the Resource Based View (VBR), the two variables, Internal Social Responsibility and Internal Organizational Reputation can be considered sources of competitive advantage for the company.