Sustentabilidade social como resultado da inovação social corporativa: análise a partir de práticas sociais realizadas por organizações do setor privado

Abstract

This study aimed to analyze the social practices carried out by private sector organizations and their approximation with the expectations and results of social sustainability, from the dimensions of social innovation. In this sense, a multi-case study was carried out, with an exploratory and descriptive objective and qualitative nature about social practices implemented in three Brazilian companies located in Rio Grande do Sul. The selected companies develop actions that aim to improve the quality of life and social change in the communities in which they operate, considering some social challenges. Considering the proposed objective, the data collection process was based on documental research in secondary sources provided by the studied organizations and the collection of primary data, through direct observation and semi-structured interviews with the social actors identified as responsible of each organization for the implementation and continuity of selected practices. All data were submitted to triangulation, considering the quality of the study. After reviewing the literature, based on the general themes of innovation and sustainability in its social dimensions applied to organizations, the objectives and expectations that allow the analysis of the presence of social sustainability, as well as the factors indicative of social innovation based on its dimensions were highlighted. The cases were evaluated separately and later was made the analysis inter-case which led to consider the similarities and differences of each organization based on categories of analysis listed. Thus, it was possible to infer about the occurrence of social innovation in the corporate context. Based on the results of the study, the factors characterizing social innovations based on their dimensions: objectives and motivations, actors, implementation process and results obtained from the practices were listed. The results pointed to the need to relate social innovation, first, to the objectives and strategies of the organization and, from this, their social practice can be justified. It is also verified that to be considered as such, the social changes resulting from their practice should lead the community to autonomy and empowerment, so that they continue to operate in a sustainable way without the organization being ahead. The practice of corporate social innovation is part of a process of cultural change and is more easily legitimized in social business models, although practiced by for-profit organizations. Finally, considering the dimensions and principles of social sustainability, it is confirmed that the existence of corporate social innovation is a prerequisite for social sustainability, based on what, in fact, assumes to be sustainable.