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Advisor(s)
Abstract(s)
O mundo tem assistido a uma crescente exigência por parte dos stakeholders para
que as organizações tomem uma posição e ajam em relação a questões sociopolíticas,
mesmo que estas sejam polarizantes. Essa exigência é principalmente encontrada nas
gerações mais novas, as quais estão agora a tornar-se na força de trabalho. As
organizações tentam acompanhar esta evolução social, mas continuam sem saber que
risco a aposta na corporate social advocacy (CSA) e no corporate activism poderá ter na
sua reputação organizacional.
Esta dissertação pretende responder à pergunta: “que impacto é que as ações de
CSA e corporate activism face à guerra na Ucrânia poderão ter tido na perceção de
reputação organizacional dos consumidores da Auchan Retail Portugal e da Galp?”,
através de um estudo comparativo de duas organizações que tiveram diferentes tomadas
de posição.
Para tal, recorreu-se a uma metodologia mista, tendo sido aplicados inquéritos por
questionário a 105 consumidores da Auchan Retail Portugal e 141 consumidores da Galp,
complementados por duas entrevistas semiestruturadas (ao Responsável de Comunicação
e Impacto Social da Galp e à Diretora de Ambiente e Responsabilidade Social da Auchan
Retail Portugal) e análise documental a comunicados das duas organizações.
Os resultados demonstraram que os consumidores da Galp têm uma perceção mais
positiva da CSA, do corporate activism e da reputação organizacional, em comparação
com os consumidores da Auchan Retail Portugal. Concluiu-se também que as ações de
CSA têm uma relação mais forte com a reputação organizacional no caso da Auchan
Retail Portugal do que no caso da Galp. O inverso acontece na relação entre corporate
activism e reputação organizacional. De modo geral, a reputação organizacional das
organizações é mais justificada pelo corporate activism do que pela CSA. Além disso,
verificou-se que as organizações têm diferentes perspetivas em relação à forma como
devem agir perante as questões sociais.
ABSTRACT: The world has seen a growing demand from stakeholders for organizations to take a stand and act on socio-political issues, even if they are polarizing. This demand is mainly found in the younger generations, who are now becoming the workforce. Organizations are trying to keep up with this social evolution, but they are still unsure what risk a focus on corporate social advocacy (CSA) and corporate activism might have on their corporate reputation. This dissertation aims to answer the question: "what impact might the actions of CSA and corporate activism regarding the war in Ukraine have had on the perception of corporate reputation of Auchan Retail Portugal and Galp consumers?", through a comparative study of two organizations that had different positions. For this purpose, a mixed methodology was used, having applied questionnaire surveys to 105 consumers of Auchan Retail Portugal and 141 consumers of Galp, complemented by two semi-structured interviews (to the Responsible for Communication and Social Impact of Galp and the Director of Environment and Social Responsibility of Auchan Retail Portugal) and documentary analysis of communications from the two organizations. The results showed that Galp consumers have a more positive perception of CSA, corporate activism and corporate reputation, compared to Auchan Retail Portugal consumers. It was also concluded that CSA actions have a stronger relationship with corporate reputation in the case of Auchan Retail Portugal than in the case of Galp. The inverse happens in the relationship between corporate activism and corporate reputation. In general, the corporate reputation of organizations is more justified by corporate activism than by CSA. Furthermore, it was verified that organizations have different perspectives on how they should act towards social issues.
ABSTRACT: The world has seen a growing demand from stakeholders for organizations to take a stand and act on socio-political issues, even if they are polarizing. This demand is mainly found in the younger generations, who are now becoming the workforce. Organizations are trying to keep up with this social evolution, but they are still unsure what risk a focus on corporate social advocacy (CSA) and corporate activism might have on their corporate reputation. This dissertation aims to answer the question: "what impact might the actions of CSA and corporate activism regarding the war in Ukraine have had on the perception of corporate reputation of Auchan Retail Portugal and Galp consumers?", through a comparative study of two organizations that had different positions. For this purpose, a mixed methodology was used, having applied questionnaire surveys to 105 consumers of Auchan Retail Portugal and 141 consumers of Galp, complemented by two semi-structured interviews (to the Responsible for Communication and Social Impact of Galp and the Director of Environment and Social Responsibility of Auchan Retail Portugal) and documentary analysis of communications from the two organizations. The results showed that Galp consumers have a more positive perception of CSA, corporate activism and corporate reputation, compared to Auchan Retail Portugal consumers. It was also concluded that CSA actions have a stronger relationship with corporate reputation in the case of Auchan Retail Portugal than in the case of Galp. The inverse happens in the relationship between corporate activism and corporate reputation. In general, the corporate reputation of organizations is more justified by corporate activism than by CSA. Furthermore, it was verified that organizations have different perspectives on how they should act towards social issues.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Corporate social advocacy Corporate activism Reputação organizacional Guerra na Ucrânia Corporate reputation War in Ukrainee
Citation
Lourenço, I.M.S. (2023). Corporate social advocacy e corporate activism em tempos de guerra: Qual o impacto na reputação das organizações?. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/16996
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social