The aim of this book is to understand the internal public's perception of social responsibility actions. To this end, a theoretical foundation was developed based on the following elements: Ethics and social responsibility, stakeholders, competitive environment, strategies, competitive forces and social marketing. The research used the exploratory and descriptive method, focusing on a case study, in order to assess the organization's behaviour in practice and the positive effects of corporate management based on commitment to society. The results indicate the presence of a new strategic business orientation, in which the marketing orientation involved an effort aimed at social and ecologically correct attitudes, based on ethical principles, which, among other things, had a positive impact on the organization's image.

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