Disciplina Discipline ADM4027

Estratégias de Não Mercado: Responsabilidade Social, Atuação Política e Crime Corporativo
Non-Market Strategies: Social Responsibilities, Political Activity and Corporate Crime

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.

The objective of this course is to deepen knowledge in non-market strategies, both in their practical and theoretical aspects. Non-market strategies encompass all actions taken by organizations that are not directly related to their main objective. These strategies have become increasingly relevant for organizational competitiveness due to social demand for ethical and responsible practices in the contemporary world, as well as regulatory discussions on the subject. In this course, we will cover topics such as corporate social responsibility, corporate political activity, CEO activism, lobbying, campaign donations, social engagement, and sustainability, among other examples of non-market strategies. A critical analysis of these topics will be conducted, along with the presentation of current examples of empirical research and practical applications. The classes will provide students with a comprehensive understanding of these strategies, enabling them to apply a critical and evidence-based approach in their future professional and academic activities.

O estudo das estratégias de não mercado tem se mostrado importante para pesquisadores e administradores, dado a crescente demanda e regulação por uma atuação ética e sustentavel das organizações. As organizações que não atuarem fora do seu objetivo principal e não se preocupam com seu impacto no ambiente em que atuam, tem perdido competitividade. Para discentes das áreas sociais aplicadas, é relevante a apresentação e estudo aprofundado das estratégias de não mercado, bem como adquirir uma visão crítica quanto a essas práticas, seja para a atuação dentro das organizações ou para a realização de pesquisas acadêmicas sobre os temas apresentados.

The study of non-market strategies has become increasingly important for researchers and administrators due to the growing demand and regulation for ethical and sustainable practices by organizations. Companies that fail to go beyond their primary objectives and neglect their impact on the environment are losing competitiveness in their respective sectors. Considering the professional profile of the master's students in the Postgraduate Program in Administration at Esalq/USP, it is valuable to provide an in-depth presentation and study of non-market strategies. Additionally, fostering a critical perspective on these practices is essential for both professional engagement within organizations and the pursuit of academic research on the presented topics.

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

Definition of non-market strategy Ethical and responsible behavior of organizations Corporate Social (Ir)Responsibility (CSiR): Politics, human rights and governance Corporate political activity: Lobbying, campaign donations, public-private relationships Organizations and activism: Social movements, activist CEOs, and celebrity CEOs Corruption, corporate crime, and white-collar crimes Reputation and corporate image management Organizations and elites Think tanks and foundations as idea shapers Environmental, social, and corporate governance (ESG) and greenwashing The future of non-market strategies in response to social and environmental demands in the Anthropocene era.

50% Ensaio Teórico ou proposta de pesquisa 40% Apresentação de seminário 10% Diário de aprendizagem

50% Theoretical Essay or Research Proposal 40% Seminar Presentation 10% Learning Journal

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