Uma métrica para reconhecer a identidade corporativa de empresas brasileiras
DOI:
https://doi.org/10.7213/rebrae.06.002.AO01Keywords:
Identidade corporativa, Empresas brasileiras, Índice de sustentabilidade empresarial.Abstract
O objetivo do trabalho é apresentar uma métrica para reconhecer os elementos de identidade corporativa evidenciados nos relatórios administrativos de 33 empresas brasileiras que compõem o Índice de Sustentabilidade Empresarial. Justifica-se o trabalho tendo em vista que assim como as pessoas tem um identidade própria. A identidade da empresa é caracterizada por um conjunto de elementos que se inter-relacionam de acordo com seus objetivos e valores. O modelo de Melewar serviu de parâmetro para reconhecer 57 elementos da identidade corporativa das empresas, sendo eles: comunicação, design, cultura, comportamento, estrutura, indústria, estratégia, responsabilidade social corporativa (RSC) e reputação, além do termo “identidade” propriamente dito. Para cada item de identidade foram utilizados subgrupos, perguntas motivadoras para o direcionamento semântico dos trechos analisados e palavras-chave. Verifica-se que dos 1.881 itens analisados, 48% (902 itens) estão presentes relatórios das empresas brasileiras. A reputação e a RSC foram os elementos de maior evidenciação.
Downloads
References
ABRATT, R.; SHEE, P. S. B. A new approach to the corporate image management process. Journal of Marketing Management, v. 5, n. 1, p. 63-76, 1989.
ADAMS, C. A. The ethical, social and environmental reporting-performance portrayal gap. Accounting, Auditing & Accountability Journal, v. 17, n. 5, p. 731-757, 2004.
ALBERT, S.; ASHFORTH, B. E.; DUTTON, J. E. Organizational identity and identification: charting new waters and building new bridges. Academy of Management Review, v. 25, n. 1, p. 13-17, 2000.
ALBERT, S.; WHETTEN, D. A. Organizationalidentity. Research in Organizational Behavior, v. 7, p. 263-295, 1985.
ALESSANDRI, S. W. Modeling corporate identity: a con- cept explication and theoretical explanation. Corporate Communications: an International Journal, v. 6, n. 4, p. 173-182, 2001.
ALTMAN, B. W.; VIDAVER-COHEN, D. A framework for understanding corporate citizenship: introduction to the special edition of business and society review “corporate citizenship for the new millennium”. Business and Society Review, v. 105, n. 1, p. 1-7, 2000.
ALVESSON, M.; ASHCRAFT, K. L.; THOMAS, R. Identity matters: reflections on the construction of identity scholarship in organization studies. Organization, v. 15, n. 1, p. 5-28, 2008.
ALVESSON, M.; EMPSON, L. The construction of organizational identity: comparative case studies of consulting firms. Scandinavian Journal of Management, v. 24, n. 1, p. 1-16, 2008.
ASHFORTH, B.; MAEL, F. Social identity theory and the organization. Academy of Management Review, v. 14, n. 1, p. 20-39, 1989.
BALMER, J. M. T. Corporate identity, corporate branding and corporate marketing: seeing through the fog. European Journal of Marketing, v. 35, n. 3/4, p. 248-291, 2001.
BALMER, J. M. T.; FUKUKAWA, K.; GRAY, E. R. The nature and management of ethical corporate identity: a commentary on corporate identity, corporate social responsibility and ethics. Journal of Business Ethics, v. 76, n. 1, p. 7-15, 2007.
BALMER, J. M. T. Identity based views on corporation: in- sights from corporate identity, organizational identity, social identity, visual identity, corporate brand identity and corporate image. European Journal of Marketing, v. 42, n. 9/10, p. 879-906, 2008.
BHATTACHARYA, C. B. et al. The relationship between the marketing mix and share of category requirements. Marketing Letters, v. 7, n. 1, p. 5-18, 1996.
CALDAS, M. P.; WOOD Jr, T. Identidade organizacional. Revista de Administração de Empresas, v. 37, n. 1, p. 6-17, jan./mar. 1997.
CIUPERCA, R. M. The relationship between corporate social responsibility practices and corporate identity - two illustrative cases. 2007. Dissertação (Masters of Science in Business Management Major in Marketing) – Faculdade de Economia, Universidade do Porto, Porto, 2007.
COOPER, S. M.; OWEN, D. L. Corporate social reporting and stakeholder accountability: the missing link. Accounting, Organizations and Society, v. 32, n. 7/8, p. 649-667, 2007.
CORNELISSEN, J. P.; HASLAM, S. A.; BALMER, J. M. T. Social identity, organizational identity and corporate identity: towards an integrated understanding of processes, patterning’s and products. British Academy of Management, v. 18, n. 1, p. S1-S16, 2007.
CORNELIUS, N.; WALLACE, J.; TASSABEHJI, R. An analysis of corporate social responsibility, corporate identity and ethics teaching in business schools. Journal of Business Ethics, v. 76, n. 1, p. 117-135, 2007.
CRAIG, D. Introduction: the legitimizing effect of social and environmental disclosures – a theoretical foundation. Accounting, Auditing & Accountability Journal, v. 15, n. 3, p. 282-311, 2002.
CUCCULELLI, M. 0wner identity and firm performance: evidence from European companies. Rivista di Politica Economica, v. 98, n. 2, p. 149-178, 2008.
FREEDMAN, M.; STAGLIANO, A. J. Some new evidence on the effectiveness of authoritative environmental reporting guidance. Advances in Public Interest Accounting, v. 13, p. 1-15, 2007.
GRAY, E. R.; BALMER, J. M. T. Managing corporate image and corporate reputation. Long Range Planning, v. 31, n. 5, p. 695-702, 1998.
GRAY, R.; BEBBINGTON, J. Accounting for the Environment. 2. ed. London: Sage, 2001.
HATCH, M. J.; SCHULTZ, M. Relations between organizational culture, identity and image. European Journal of Marketing, v. 31, n. 5/6, p. 356-365, 1997.
HATCH, M. J.; SCHULTZ, M. The dynamics of organizational identity. Human Relations, v. 55, n. 8, p. 989-1018, 2002.
HATCH, M. J.; SCHULTZ, M. Bringing the corporation into corporate branding. European Journal of Marketing, v. 37, n. 7/8, p. 1041-1064, 2003.
HATCH, M. J.; SCHULTZ, M. Of bricks and brands: from corporate to enterprise branding. Organizational Dynamics, v. 38, n. 2, p. 117-130, 2009.
HE, H. W.; BALMER, J. M. T. Identity studies: multiple perspectives and implications for corporate-level marketing. European Journal of Marketing, v. 41, n. 7/8, p. 765-785, 2007.
HOOKS, J.; VAN STADEN, C. The corporatization and commercialization of local body entities: a study of financial performance. ABACUS, v. 43, n. 2, p. 217-240, 2007.
LUO, X.; BHATTACHARYA, C. B. Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, v. 70, n. 4, p. 1-18, 2006.
MARIN, L.; RUIZ, S.; RUBIO, A. The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics, v. 84, n. 1, p. 65-78, 2009.
MARKWICK, N.; FILL, C. Towards a framework for managing corporate identity. European Journal of Marketing, v. 31, n. 5/6, p. 396-409, 1997.
MELEWAR, T. C. Measuring visual identity: a multi-construct study. Corporate Communications: an International Journal, v. 6, n. 1, p. 36-41, 2001.
MELEWAR, T. C. Determinants of the corporate identity construct: a review of the literature. Journal of Marketing Communications, v. 9, n. 4, p. 195-220, 2003.
MELEWAR, T. C.; KARAOSMANOGLU, E. Seven dimensions of corporate identity: a categorization from the practitioners’ perspectives. European Journal of Marketing, v. 40, n. 7/8, p. 846-869, 2006.
MELEWAR, T. C.; SAUNDERS, J. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing, v. 34, n. 5/6, p. 538-550, 2000.
MELEWAR, T. C.; WOOLDRIDGE, A. R. The dynamics of corporate identity: a review of a process model. Journal of Communication Management, v. 5, n. 4, p. 327-340, 2001.
MIRANDA, A. R. A.; PESSANHA, G. R. G.; MOREIRA, L. B. Compreendendo a identidade organizacional a partir do estudo de sua cultura e imagem. In: ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DE PÓS-GRADUAÇÃO E PESQUISA EM ADMINISTRAÇÃO, 33., 2009, São Paulo. Anais... São Paulo: EnANPAD, 2009. p. 1-16.
N0GUEIRA, E. Símbolo e identidade organizacional: função da figura ou imagem conceitual. RAC eletrônica, v. 1, n. 2, p. 81-96, 2007.
PAIVA, G. J. Identidade psicossocial e pessoal como questão contemporânea. Psico, v. 38, n. 1, p. 77-84, 2007.
PORTER, M.; VAN DER LINDE, C. Toward a new conception of the environment-competitiveness relationship. The Journal of Economic Perspectives, v. 9, n. 4, p. 97-118, 1995.
SHRIVASTAVA, P. The role of corporations in achieving eco- logical sustainability. Academy of Management Review, v. 20, n. 4, p. 936-960, 1995.
SOUZA, L. M. Análise das variáveis que explicam o nível da similaridade dos relatórios da administração de empresas negociadas no mercado acionário brasileiro. 2010. 97 f. Dissertação (Mestrado em Ciências Contábeis) – Programa Multiinstitucional e Inter-Regional de Pós-Graduação em Ciências Contábeis, Universidade de Brasília, Brasília, 2010.
VAN RIEL, C. B. M.; BALMER, J. M. T. Corporate identity: the concept, its measurement and management. European Journal of Marketing, v. 31, n. 5/6, p. 310–355, 1997.
VAN RIEL, C. B. M.; VAN DEN BAN, A. The added value of corporate logos: an empirical study. European Journal of Marketing, v. 35, n. 3/4, p. 428-440, 2001.
VOSS, Z. G.; CABLE, D. M. B.; VOSS, G. Organization identity and firm performance: what happens when leaders disagree about “who we are”? Organization Science, v. 17, n. 6, p. 741-755, 2006.
WHETTEN, D. A.; MACKEY, A. A Social actor conception of organization identity and its implications for study of organizational reputation. Business & Society, v. 41, n. 4, p. 393-414, 2002.
