Gestão Ambiental - Aula # 4

Conforme combinado, deixo aqui os acetatos relativos à aula de 19 de Março, de Gestão Ambiental, do 4º ano de Engenharia do Ambiente, da Escola Superior de Biotecnologia da Universidade Católica.

Acetatos aqui (2,31Mb) (não esquecer o código de acesso). Dêem uma leitura pelo artigo "Managing Regulatory and Societal Processes" de Robert Kaplan e David Norton.
É fundamental conciliar ambiente e negócio.

Na mesma onda, recomendo-vos que usem os computadores da biblioteca da escola para ter acesso ao artigo "Strategy and Scociety: The Link Between Competitive Advantage and Corporate Social Responsibility" de Michael Porter e Mark Kramer, publicado pela revista Harvard Business Review no passado mês de Dezembro de 2006 (pp. 78-92)

O artigo termina assim:

"The Moral Purpose of Business

By providing jobs, investing capital, purchasing goods, and doing business every day, corporations have a profound and positive influence on society. The most important thing a corporation can do for society, and for any community, is contribute to a prosperous economy. Governments and NGOs often forget this basic truth. When developing countries distort rules and incentives for business, for example, they penalize productive companies. Such countries are doomed to poverty, low wages, and selling off their natural resources. Corporations have the know-how and resources to change this state of affairs, not only in the developing world but also in economically disadvantaged communities in advanced economies.

This cannot excuse businesses that seek short-term profits deceptively or shirk the social and environmental consequences of their actions. But CSR should not be only about what businesses have done that is wrong—important as that is. Nor should it be only about making philanthropic contributions to local charities, lending a hand in time of disaster, or providing relief to society’s needy—worthy though these contributions may be. Efforts to find shared value in operating practices and in the social dimensions of competitive context have the potential not only to foster economic and social development but to change the way companies and society think about each other. NGOs, governments, and companies must stop thinking in terms of “corporate social responsibility” and start thinking in terms of “corporate social integration.”

Perceiving social responsibility as building shared value rather than as damage control or as a PR campaign will require dramatically different thinking in business. We are convinced, however, that CSR will become increasingly important to competitive success.

Corporations are not responsible for all the world’s problems, nor do they have the resources to solve them all. Each company can identify the particular set of societal problems that it is best equipped to help resolve and from which it can gain the greatest competitive benefit. Addressing social issues by creating shared value will lead to self-sustaining solutions that do not depend on private or government subsidies. When a well-run business applies its vast resources, expertise, and management talent to problems that it understands and in which it has a stake, it can have a greater impact on social good than any other institution or philanthropic organization."