ADM4027 - Estratégias de Não Mercado: Responsabilidade Social, Atuação Política e Crime Corporativo

Carga Horária

Docentes responsáveis
Caio César Coelho Rodrigues

Objetivo
O objetivo desta disciplina é aprofundar o conhecimento em estratégias de não mercado, tanto em seu aspecto prático quanto teórico. As estratégias de não mercado compreendem todas as ações realizadas pelas organizações que não estão diretamente relacionadas ao seu objetivo principal. Essas estratégias têm se tornado cada vez mais relevantes para a competitividade das organizações, devido à demanda social por uma atuação ética e responsável no mundo contemporâneo, bem como às discussões regulatórias sobre o assunto.
Neste curso, abordaremos tópicos como responsabilidade social corporativa, atuação política corporativa, ativismo de CEOs, lobby, doações de campanha, atuação social e sustentabilidade, entre outros exemplos de estratégias de não mercado. A análise crítica desses temas será realizada, juntamente com a apresentação de exemplos atuais de pesquisas empíricas e práticas. As aulas fornecerão aos estudantes uma compreensão aprofundada dessas estratégias, capacitando-os a aplicar uma abordagem crítica e embasada em evidências em suas futuras atividades profissionais e acadêmicas.

Conteúdo
Definição de estratégia de não mercado
Atuação ética e responsável das organizações
(Ir)responsabilidade social corporativa: política, direitos humanos e governança
Atuação política corporativa: Lobby, doações de campanha, relacionamento público-privado
Organizações e ativismo: Movimentos sociais, CEOs ativistas e CEOs celebridades
Corrupção, crime corporativo e crimes do colarinho branco.
Gerenciamento de reputação e imagem corporativa
Organizações e Elites
Think thanks e fundações como formadores de ideias
Governança ambiental, social e corporativa (ESG) e greenwashing
O futuro das estratégias de não mercado frente as exigencias sociais e ambientais do antropoceno

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