The Effectiveness of the Strategists of Corporate Social Responsibility

The importance of the individual in the construction, maintenance, and change of institutions characterizes Social Practice Theory. The purpose of this study is to analyze the profile and involvement of strategists in social responsibility. This begins with the identification of the role, agency, experience, and characteristics of the practitioners who operate in the environmental certification of Brazilian companies. The discussion of the results is based on the concepts of corporate social responsibility and the theory of Strategy as Practice. The study was conducted in two phases. In the first stage, consisting of a qualitative and exploratory nature, a case study was implemented at the Suzano Paper and Cellulose Company. In the second stage, a quantitative survey of 23 companies was conducted. These companies account for 41% of the population of certified companies. This study contributes to the field by highlighting the different dimensions of the profile of practitioners and their relationship with collective practices and their involvement in the certification process.