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re to make sure it still allows the organization to succeed in its competitive environment, also giving attention to its corporate social responsibility, a subject that is becoming more and more part of the organization’s main goals.

At Alcoa an ethical culture was created since the beginning, with its founder Charles Martin Hall, to integrate it into how you hire people, how you treat employees, the type of customer service you provide, and the general environment of your organization. It was clear that the founder’s view is still echoing inside the company.

CHAPTER V

5.1 Conclusion

The end of the 20th and beginning of 21st century have been marked by the transference of society’s aspirations, from quantity to quality, from brand products to ethical ones. Therefore organizations are been questioned by the ethics of its practices and for the necessity to realign those to social priorities.

In this context, Corporate Social Responsibility has been considered as a basic element in the strategic decision-making. Considering so, one of the central questions of the strategic process of an enterprise is to determine which type of goals the company will pursue: maximization of wealth and generation of profit for shareholders or the balance between those and satisfaction of stakeholders as whole.

According to Addo (1999; 62) “Enlightened companies will recognise that responsible behaviour is often a pre-requisite for long-term profitability, but ethically and socially desirable conduct should not be seen merely as a means of promoting competitive success. Rather, managers should regard ethical and social values as possessing independent weight, and should accept that respect for them will sometimes require companies to make less than maximum possible profits.”

Meantime, the subject of Social Responsibility in business is still a target of intense discussions among defenders and critics. The major discussion lies around the viability of developing Sustainable practices taking strategies based on Social Responsibility as a foundation, in order to achieve long-term objectives.

In fact, Corporate Social Responsibility arises in the context where laws and regulations reach their limits, especially regarding environmental aspects.

Despite being a question of high complexity, to reach the success of sustainable undertakings carried out by enterprises have been an objective pursued by great part of the multinationals corporations acting in developing countries like Brazil.

Initiatives taken by Alcoa, in particular, have been successful and already reveal some characteristics that accompany the enterprise in its Social Responsibilities’ practices towards sustainable development. Not only the company uses applied concepts of basic administration, but also there is involvement of the employees around the causes chosen, there is a clear and quite definite focus of action towards the society and environment, successful partnerships are carried out with competent organizations and a good relationship with pressure groups, NGOs and the government.

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