As funções da responsabilidade social no marketing social de hoje

: o caso de estudo McDonald's Portugal

Abstract

On this document we intend to formulate a study on the concept of Corporate Social Responsibility in Portugal, understand its relation to Social Marketing and illustrate some of the advantages that stem from adopting a socially responsible business behaviour, which in turn helps the understanding, communication, propagation and growth of this business strategy in Portugal. The European Union plays a key role on the concept’s growth in Europe and exerts great influence in its acceptability. Resorting to examples, we will seek to state that the CSR strategy, when accepted willingly and supported by all stakeholders, can produce a series of competitive and economic benefits to the company in the long run: image strengthening, reputation, distinguishing itself from the competition (due to the creation of the worthy social product) and consumer confidence are some of the identified advantages and key parts on the success of a brand in today’s market. We decided to examine the case study of McDonald’s Portugal company, an example of how a change in strategy and a socially responsible behaviour can influence consumer’s perception on a certain brand and at the same time contribute to the brand’s success and sustainable development.

Date of Award	Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter Hanenberg (Supervisor)