MARKETING SOCIAL CORPORATIVO E EMPREENDEDORISMO SOCIAL

  • Kerla Mattiello Universidade Estadual de Maringá
  • Francisco Giovanni David Vieira Universidade Estadual de Maringá
  • Isolde Terezinha Santos Previdelli Universidade Estadual de Maringá

Abstract

The present study is a synthesis of the results of a study accomplished as master's degree dissertation that looked for to evidence the actions of corporate social marketing (MSC) of great Brazilian companies creators of institutes or business foundations. The study looked for to analyze and to describe the programs of MSC and if this practice can influence the initiative of undertaking institutes and business foundations. The method of research of the type survey was used and as instrument of collection of data the questionnaire. The work treats of that phenomenon still unexplored for entrepreneurship researchers and of marketing, whose magnitude can be observed through empiric evidences found in the extent of GIFE - Group Foundation, Institutes and Companies, group chosen as research focus.

Key words: Corporate Social marketing. Social Entrepreneurship. Institutes. Foundations.
Published
Apr 6, 2009
How to Cite
MATTIELLO, Kerla; VIEIRA, Francisco Giovanni David; PREVIDELLI, Isolde Terezinha Santos. MARKETING SOCIAL CORPORATIVO E EMPREENDEDORISMO SOCIAL. Revista de Negócios, [S.l.], v. 13, n. 4, p. 72-88, apr. 2009. ISSN 1980-4431. Available at: <https://proxy.furb.br/ojs/index.php/rn/article/view/831>. Date accessed: 21 oct. 2021. doi: http://dx.doi.org/10.7867/1980-4431.2008v13n4p72-88.

Keywords

Marketing Social Corporativo; Empreendedorismo Social; Institutos; Fundações.