O papel da responsabilidade social na internacionalização de empresas um estudo de caso da Starbucks

Abstract

The globalization produced a lot of effects on the international scene, either positive or negative which in turn led to a change in the role of various actors. Due to this process, organized civil society or not, with greater access to information and greater influence in decision-making processes in the international system, nowadays requires greater transparency and accountability of other actors such as multinational corporations. In response to this demand, companies start to create programs within and outside their countries of origin so as to ensure their stay in foreign markets and facilitate access to others. Seeking to understand how this relationship between corporate social responsibility and the process of internationalization is. This work developed a case study of the US company Starbucks, which has great international and political coverage of social responsibility linked to company strategy. The research found that social responsibility has a positive effect during the process of internationalization, it was noted that after designing its social policies Starbucks increased its share in other markets. However it cannot be said that access to new markets only happened due the social policies of the company.