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 relacionadas ao tema. 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 camapanha, 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 exigências sociais e ambientais do antropoceno

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