Using social responsibility to obtain employees´ commitment

Abstract

I remember the past semester in class of Strategic Marketing Management, the topic of the day was “Resource Dependent Theory” and the professor started to lecture saying: ... “A company is a collection of resource: physical resources, human resources and financial resources. The way how to organize them produce capabilities and the more capabilities in a company the more sustainable competitive advantage. If you need to choose just one resource, which one do you think is the crucial one?” Then after 2 minutes of discussion the whole class agreed on “HUMAN RESOURCES”. Human Resource is the main resource in a company, because people and not machines will make the differences to face the competitors. Employees can create incredible synergies that can make a company distinguished from the others. The present thesis is focused on Social Responsibility (SR) where the center of analysis will be employees. A good implementation of social responsibility is important for the development of strategies that adds value to the company. This study investigates how social responsibility adds value to the company and generates employees‟ commitment