A diplomacia corporativa e a responsabilidade social empresarial: o caso da Shell e o fantasma de Brent Spar

Abstract

Corporate Diplomacy operating as stakeholder management and Corporate Social Responsibility strategies was made possible through the phenomenon of globalization, between the end of the 20th century and the beginning of the 21st century. In this context, profound structural changes are observed, mainly in the economic sphere in the international system, with impacts on the conduct of States and the global economy. Since the 1990s, the international system has faced non-state actors becoming increasingly relevant and states are losing their sovereignty. The private companies act in a significant way with regard to the design of the contemporary international capitalist system and, and thus, they face challenges and demands, which the States, as individual entities, are not able to deal with in isolation. It is understood that the traditional concept of diplomacy deals with the state level. Currently, Corporate Diplomacy has been tracing its path in the international system, being used as an instrument for the internationalization of companies, providing them with a greater degree of legitimacy and independence from the state through the management of relations with so-called stakeholders and Corporate Social Responsibility. The objective of this work, therefore, is to analyze how Corporate Diplomacy acts as an instrument for formulating strategies for managing the relations of multinational and transnational companies with their stakeholders and Corporate Social Responsibility based on bibliographic analysis, data collection and the case study of Shell and the Brent Spar crisis. Among the main results observed, there is Corporate Diplomacy acting as an instrument to potentialize internationalization and stakeholder management strategies and Corporate Social Responsibility, ensuring the survival of multinational and transnational companies in the international system.