Critical analysis of corporate social responsibility projects developed by Brazilian companies : providing new insights for debates

Abstract

The purpose of this study is to carry out a critical analysis on Corporate Social Responsibility projects developed by Brazilian companies considering the perceptions of experienced professionals. Brazil is an emerging economy and this study can contribute to improving projects of Corporate Social Responsibility developed by companies in emerging countries. Using this information, a SWOT matrix was structured. The research strategies used were bibliographic research (to establish the theoretical foundation) and semi-structured interviews with 18 experienced professionals on Corporate Social Responsibility projects. Data analysis was performed using a content analysis approach and the findings were used to structure the SWOT matrix. Despite some “Strengths” practices mentioned by professionals, many “Weaknesses” were highlighted regarding Corporate Social Responsibility projects developed by Brazilian companies and they may be improved to obtain better results. Interesting “Opportunities” were mentioned, for example, new business possibilities when companies are recognized as socially responsible. Return of branding and marketing due to sustainable positioning of companies are other possible opportunities to be explored. Finally, related to “Threats”, professionals mentioned aspects that may lead to devaluation of Corporate Social Responsibility practices in the Brazilian context, such as prejudices and political polarization. Despite the exploratory nature of the study, the information presented here can greatly contribute to the expansion of debates on Corporate Social Responsibility practices developed by Brazilian companies. It may be used to address public policies and motivate future studies aligned with United Nations Sustainable Development Goals. Researchers can use the findings presented here as a starting point to develop studies on Corporate Social Responsibility issues.