Title: Strategic CSR, reputation and stakeholders management: the Ecoenel case

Authors: Roberta Feitosa De Lucena Cavalcante; Rafaela Feitosa Maia; José Milton De Sousa-Filho

Addresses: Business Administration, University of Fortaleza, 1321 Washington Soares Avenue, Apartment Block E, Room #01 – Edson Queiroz, 60811-905, Fortaleza-CE, Brazil ' Business Administration, University of Fortaleza, 1321 Washington Soares Avenue, Apartment Block E, Room #01 – Edson Queiroz, 60811-905, Fortaleza-CE, Brazil ' Business Administration, University of Fortaleza, 1321 Washington Soares Avenue, Apartment Block E, Room #01 – Edson Queiroz, 60811-905, Fortaleza-CE, Brazil

Abstract: This research aims to analyse how the benefits of a strategic corporate social responsibility initiative develop intangible organisational resources in a firm. In order to make deep contributions, an internationally recognised and awarded program called Ecoenel, developed by an international energy company called Enel Distribution Ceará, was chosen for a case study. As a theoretical framework, concepts about strategic corporate social responsibility, stakeholder management, image, and reputation were discussed. The research was qualitative and descriptive in the format of case study. Data collection was initiated with a group of four managers and one stakeholder, followed by semi-structured interviews, and direct observation. Data was analysed through content analysis and narrative techniques. The results showed that the benefits of the strategic corporate social responsibility initiative favoured the development of organisational resources, such as intangible values, highlighting among several resources, and greater synergy in the management of stakeholders, improving the company's image, reputation and rapprochement with society, contributing in the social and environmental aspects.

Keywords: strategic CSR; SCSR; stakeholder management; stakeholder engagement; reputation; image; case study; sustainability strategy.

DOI: 10.1504/IJSD.2021.118839

International Journal of Sustainable Development, 2021 Vol.24 No.2, pp.101 - 123

Accepted: 12 May 2021
Published online: 02 Nov 2021 *

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