*  $  
!

ÉTICA E RESPONSABILIDADE
SOCIAL NOS NEGÓCIOS
Autora
Patrícia Ashley de Almeida (Coordenadora)
São Paulo, Saraiva, 2002.

Resenhista
Ana Claudia Marques Govatto
Professora do Centro Universitário Imes e consultora em responsabilidade social.

$"  $!$A""$" , " :!" !!$" " !$ $ "!!!"""!!
":! A
!" !" $ ! A" O" $ ! $A" $ " !"  !"   ", "$"! $"$ !"
 !!" " !" ,!32"  !!" Q" :! !32"  0!   $"!" $2"$" 0$
!
  :32" $! A" ! " 2 $ " "  "  "  $$! ! !$"  !"  $$! !
!!"!("!" ! ""$(  ! " $! " $"  0$" " ! $! =
oo="N" ", "(!"  $!! $ !"!" H !" " $ "  !32" !$"  $" 
"  $$! ! " $! "  , " $!"!"!32  $" !" !!!"  
!%!" 2" $2" !$$$" %$A " !"!$"  $!$"$! !!$ $!! A" ! $" !%!3$" :!
(" !!$" %O" !
! "  0" !! =  $!$" " 2"!!"
H!" $" ? $" !$=
" !" :!" $F $" !  5"  " %!$" ,$!$
)" "  $  " ! " ! !"!$ !", "!$$"! !!" !$" $%!$="    ,
 ! "$" 0$A" !" !5 !" !!" !" !" $!  !!"!"!%!" "  $!$
 ! " $!" , "  " ! A"
 A" !" !$$ !" " !%! $" M!$"  1
%!"! !" " $!" "!"  $ % % "%!$"(!$"! % $" " $ %!32A"" $ % %
 $!!A" !$" $!! $  !%!"  " ! ,!$ " Q" !"   ""  "$ A"!"!$$
$!$" %!"!"  $!"" $  
 ="< $ "!" !32" 5!"$"%  $A"!"$
% % " $$ 1% A"   !!"  % 1" $ " : A" !  ! !32" " % " 
, " % % "!$ $" M$A   "", "$ " :  "Q"!!  : $!" $"  $" $" $
$!$" " ! !$="
" ,!32 !A"  " %5$A" $" !  $A""$"$ 
 $!! " !" !! ! " $1 $ ! A"!3F $" "!!3F $ " " (" $" $2" ! $
 !!!"!"" ! !   "  $" "     $"  $$ $" !%!3$=
"  $ % % " $"  0$  %  $" !!" % " !$" !!$ )$ !""$"
$ !" !"  % 32" !  " %! " !5" !" $ "  $ " " $"  $" !"  $
!!32"" = ! " "Q$"$!$"! $= $! ! " $! " !%!A
$!" (" !" !! " " 5 
$
L" "$" !$" $,$! + L" .A" " 7A" !
B  < 4  A '   $"!!" $!!"!$  !" !" !!" $" !$!$A
  &@ A" , "  ? "  $" !"  $$! ! " $! %" ! " $" % $" !
! $" $" !"  !32"   $!! " "  " !!
!$"   $!" !!" $ $" :1$
/!5!"
 !"
$
L" !" /I) !3!" $! "
$0!$=" <! !!%($"  " ! "  " $! 1$=
"*" "-! A", " $ %  4(!" " !" *!" !!A"  "%!%   "!"! "
% !" $$" !!O$"    A":!" !3!!$"!! + L".A"$ !""5
0$!!32" $ " !!! 
!$" "  !32" " $!%$" !" !$!32"  "  $!$A
!%!" " $ $"  $! !" 9 ! !A" ! " !" * %   
!"  $!" !" !3!
 $A"!$$!" !$"1 !$" 32"9$! A"
% "!!
!$ " ! "  $!!
!$!32"  "  $!$A !!" !" ! 32" !$" $F $"  ,!" !" $ " ! " $! =" n
$" " !32" $! = 5%!$A" !!" !"  $2"  "   !", "" ":"!$$!A
E" %"! $ !"%1$" $$  "!"%"Q$"
 $" "!! !"%!" !"  $!! ":
/J

  
 
 *
$  

!

$ "$! !"!(", " ""!  " $ $" % $$" ? $"  !32"!" $$! ! "$!
-$3!"! !!"  ",  !! A" $" 
!!$ !%!=
!$"!3F $" !"  !  " " - 
= 8 :" $$! ! "$!
% " "  $ % % " $! A"  E!" !32" " %"  $ " $ !" !$" :  3!$
, ":" $! " !"' "!  $ " Q$" )O!$" #!$" , $!$"$"!5$ $"("! !",
. !!" )!%!=" ."    : "  $$! ! " $! $ !" $$5% " $!  " 
$" !"  % 32" !" $3! " $ " !" 3
 4  A/  $! "!%"! =
! !!"  $!" , $2"  %    
"1"", "$ "%O"$"
!$"  $$"  " $" !
 4 
4    )G  $$$"%$" "!!  
$!$" , "  !" " $ $  G 4 4=A"% $"  $$$" !!$
!
$"Q$"$!$"!"!"!32"     / " " "  !"  ! !
! $"  %$" , " !!  >     MC 32A"!" $$! ! "$! " 
%!"! $"  $!$=  6 $" $!!" " ! !!" !$
#  "":! "!"(!!" * $$! ! "$! A" 2A  0$"$ !"!$"!
7A"$"!5$ $"  $"! !  " $ " !$$!" " "  !! $" "!!"$ ! =
!"%" "  $!! " " $$"  $!! "!!"" $  6!(" !"  $$! !
&!$ "
1" $$"!$" $ % % "!"$ ! "  $$ $! "("! !"!!"! $"
$ "  $$! ! " $! " $!$" ! $" " %!  $=" 8 !"!32" ! ="/!!"$A
!%!"!"!"!"(!!" ! !" ! !A" !$" !!3F $ !"("%$!""!"$ !32
=  % ""!!"" $ % !$" !3F $" !$" " !$$
/!A" !" H!" ! % " $$ 1% " " ! "! ", " ! !"!"!!32
* $$! ! " #! "   3F $"  " !1 " ! A" ! (" !$ !$$%!" "  $!$" "!2$A
$!! "2" 3"!"$ "$ $! !$" !$"% $!$" $"Q$ !
!" !! 5$!$" !$
!A" " "  $" $1" $  ,!$" $1"$ !A" $",  %! $" " " !! 
!!!A"Q" !""%" O= 2" !  "% !!$"!"$!$ $! " " "  $ % % " $$
 1% ="E", "$ "%O"$"!$"

!   A"!"!!32"$! "!$ !%! $=" <!" %$2" ! !" 

 " (" , " " !$$" % " !
 $!$" "$ " !"!$ ! "!$"  $!$A" $$! 

!"!!"% "!$" $!3"
1 !$"  " $!? A" !32A"   ! "$! "("!" ",! , "!32
 0" !! " " , " 
!  " " !" P" !$" , , " $$!" " !!" !
 $$!"$$$2"(":" ", $
!$" ,  "! 32" "$$ 
!"!",! ! " "%!"!
! $" " 5!$" , " !$
/!5$" P" " % " $ " :!"  $ ! " ", "$ !"!"
!!3F $"%!!$"%O"  
"! "  
"  $!! ! !" $$ 1% =
 "$"? $"!$=
  $ !" " $3F $" < $ " " "! "$!
n" !", "$"!2$"%2
:!3F $"!!$" !"!%! "  %"  " ! !,"!"$O!"
%!!=   $!A" $ "  $$! ! $!$" $$! ! $A"!(
8 "  $A" $"  $!:$"  $  $! " (" !" %$2" !!"  %2" " !" $!" !$
!" !" , " ,$!$" !$ ! "  " !"  $!" !" $  !!!"!$"  $!$", "%O
!! $" !!$ " , $2 ! A" !" !!!" " 4 !" % " " $!
 "$ %%O!="8! ""!! 
!" !32""" !  $2"  $$1% =
%! "!$"$!! $"$!$  % "  "  $" , "  " $!A" B  < 4  /
" !" !!! " , " " $  $$ " $ $" %!  $" !$" A'  &@ "("
! ! " !" P" !$$"    "! " "!  " "$ ! " $ "  "  $
$! " " $$"!!$  !32" !!" "  $ %  ,$!" "   " ! !" $
"!"1!A""!,  "  % " M" "$! = :! $" " ! !3F $" !$
! A"$"!$"Q"% $! " <!" $ !" ! A" B   $$! ! $"  $!!$"
Q"!!!" "M"P" $" < 4  A '   H"$"!$" M$
, "1":": "("! 1% = &@ A" !" $$"  " !$$ "$!$"  $" !$"!!
/  " 8; A" !" !" ! , "!" $!"!"! !32 3F $" !$ !$="
" !" 
 "
$
LA"  $$! !" , " $ $$ $"  $" !!$" ! 32"!" H !"(A"" !A
"  $$! ! " $! " !  !"! "" %" "  "
 " %! "!!

!" $="
$" 
! $"  " !  " !$ A" :"  " "  $!! "!$ 
 $!" $ "  $ !"  $$ !3F $" " $!="&! "$A" " $" ! !
 !"! !"Q" !", ) ! A"  $!$"  " % $$   A" !"   $$! " !!" % 
!"!"!"!!32"$!   !$"  " !%! " " ! !!$ !$"  $  "  " :!32" !
 $$1% " "  !" $ $"  0 !$" F $"# " "# $ "$ %! 1 !" !"  $2" !"  $$! 
$" $ !" $"   $$ $  ": " " $,$!"!!"!"!%! ! "$! " "(!"$" 0$=
/K