SOCIAL RESPONSIBILITY AND SUSTAINABLE SHARES HOSPITAL IN FORTALEZA

摘要

This study aimed to analyze how sustainability has reached the hospital segment in Fortaleza, verifying the existence of efforts to develop social reports. It was found that only one hospital in Fortaleza has a direction for the reporting of this nature, not yet completed for operational reasons. Moreover, the data presented in the literature suggest that the health system still eludes current marketing rule that ties sustainability to good organizational performance. In this segment, work is still guided in the certifications and accreditations, which only allows you to analyze how organizational actions are directed to the excellence of the product or service and not how businesses connect with society, environment and other factors that include corporate social responsibility and sustainability. Under this view, will be explored how companies can corroborate their productive activities to the interests of stakeholders.