Social Responsibility in a University Hospital: An Application …
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2 Sustainable Development
Sustainable development is a process of transformation in which the exploration of
resources, the direction of investments, the orientation of technological development
and institutional change are harmonized and reinforces the present and future potential to meet human needs (Estender and Pitta 2008). For Elkington (2001), even with
the formulated concept, the idea of sustainable development was understood as the
harmony between the financial and environmental issues. Many companies adhered
to this concept, as they believed that it was a challenge of making business more
efficient and reducing costs.
According to Elkington (2001), in the late 1990, ten years after the Brundtland
Commission where the report “Our Common Future” was published, it was realized
that only the resolution of environmental issues—which so worried society and the
organizational environment—would not solve the problems of a sustainable global
economy, it would be necessary to reach other means to achieve sustainability.
Those Who Think that Sustainability is Only a Matter of Pollution Control Are Missing the
Bigger Picture (Hart 2005)
3 Social Responsibility
For some decades, the topic of social responsibility has been the subject of numerous
debates in the academic and business world (Serpa and Fourneau 2007). However,
over the years, there has been a transformation in the concept itself—from a concept
previously based on charity and altruism to an association between social responsibility and business strategy (Smith 1994). In other words, acting as a societytransforming organization has come to be considered by companies an important
source of competitive advantage.
For Donaire (1999), the concept of social responsibility of organizations concerns
“the economic, legal, ethical and social expectations that society expects companies
to meet, in a given period”. In this way, the role of the company in relation to
society must encompass both economic development and participation in the social
and environmental context, seeking improvements in the living conditions of the
population (Buffara and Pereira 2003).
Social responsibility brings several direct and indirect benefits to all stakeholders.
Thus, adherence to social responsibility only shows the respect and commitment of
companies so that their clients, employees and community have a fairer society. The
actions designed and applied to development will reflect not only on those directly
benefited from them, but also on the companies’ growth and revenue.
629
2 Sustainable Development
Sustainable development is a process of transformation in which the exploration of
resources, the direction of investments, the orientation of technological development
and institutional change are harmonized and reinforces the present and future potential to meet human needs (Estender and Pitta 2008). For Elkington (2001), even with
the formulated concept, the idea of sustainable development was understood as the
harmony between the financial and environmental issues. Many companies adhered
to this concept, as they believed that it was a challenge of making business more
efficient and reducing costs.
According to Elkington (2001), in the late 1990, ten years after the Brundtland
Commission where the report “Our Common Future” was published, it was realized
that only the resolution of environmental issues—which so worried society and the
organizational environment—would not solve the problems of a sustainable global
economy, it would be necessary to reach other means to achieve sustainability.
Those Who Think that Sustainability is Only a Matter of Pollution Control Are Missing the
Bigger Picture (Hart 2005)
3 Social Responsibility
For some decades, the topic of social responsibility has been the subject of numerous
debates in the academic and business world (Serpa and Fourneau 2007). However,
over the years, there has been a transformation in the concept itself—from a concept
previously based on charity and altruism to an association between social responsibility and business strategy (Smith 1994). In other words, acting as a societytransforming organization has come to be considered by companies an important
source of competitive advantage.
For Donaire (1999), the concept of social responsibility of organizations concerns
“the economic, legal, ethical and social expectations that society expects companies
to meet, in a given period”. In this way, the role of the company in relation to
society must encompass both economic development and participation in the social
and environmental context, seeking improvements in the living conditions of the
population (Buffara and Pereira 2003).
Social responsibility brings several direct and indirect benefits to all stakeholders.
Thus, adherence to social responsibility only shows the respect and commitment of
companies so that their clients, employees and community have a fairer society. The
actions designed and applied to development will reflect not only on those directly
benefited from them, but also on the companies’ growth and revenue.