Corporate social and environmental responsibility strategies: Carrefour and Pão de Açúcar on a comparative approach

Abstract

This work is the result of a qualitative research on companies Carrefour and Pão de Açúcar. The main objective was to investigate how the two major supermarkets operating in Brazil work their corporate social and environmental responsibility (CSER) practices and if they are adopted in a strategic perspective. Looking from the theories of strategy, we can conclude that both approaches were applied; the one based on the internal resources, and the other on the external environment carachterizing different performances between the two companies. Some similarities were found, such as the improvement of CSER policies, the existence of organizational values integrated strategy, and the use of CSER as an internal appeal; actions which demonstrate focus on internal environment of the company. In relation to the differences, Pão de Açúcar presents a stronger focus on the internal environment, where it seeks to incorporate CSER into its organizational culture, a fact not found in Carrefour. On the other hand, Carrefour adopts an external environment perspective, as the French supermarket monitors the actions of competitors in regard to the CSER, a fact not seen in Pão de Açúcar. Finally, these two companies try to use the strategic perspective of the CSER, and its main evidence is the inclusion of this theme in their strategic planning.

Key words: social and environmental responsibility, corporate strategy, socioenvironmental strategy, supermarkets.