Practices of corporate social responsibility in sustainability model

Social responsibility (SR) developed by organizations should not be made in an abstract manner. Social responsibility activities need to be linked to the business and should benefit the local community. The use of such practices characterizes the use of strategic SR, because it benefits all of the parties involved. Similarly, actions can also present practices with a responsive nature that occur when companies develop actions in order to reduce the damage of the value chain and be a good citizen (PORTER; KRAMER, 2006). Thus, this paper aims to describe the actions of corporate social responsibility developed by strong SR companies in their respective sectors and identify whether the actions taken by them can be classified as strategic or responsive. The methodology used in this research followed an inductive qualitative model and adopted the content analysis method to collect information disclosed on the Internet about SR. We analyzed two companies in two sectors that are known by the propensity to adopt socially responsible practices, these are: the cosmetics industry and the energy sector. In this sense, the study becomes relevant for both academic environment and society in general, because the strategic actions performed by organizations allows them to differentiate themselves in a highly competitive market and optimize the efficient use of resources. Thus, confirming that the majority of actions undertaken by the companies included in this research have a strategic character.