Razumevanje in implementacija korporativnega aktivizma podjetja Lidl Slovenija v partnerstvu z nevladno organizacijo Ekologi brez meja : diplomsko delo

Pekeč, Pia (author), Golob, Urša (mentor)

V družbeni odgovornosti podjetij je možno zaslediti korporativni politični premik, ki podjetja postavlja med ključne akterje v naslavljanju in reševanju raznih družbenih, okoljskih in socio-političnih vprašanj in jo imenujemo korporativni aktivizem. Teoretični del diplomskega dela predstavlja nastanek korporativnega aktivizma, njegove oblike, ključne motive in vpliv na družbo ter osvetljuje perspektivo nevladnih organizacij. S pomočjo kvalitativne raziskave pa v nadaljevanju raziskujemo razumevanje in implementacijo korporativnega aktivizma podjetja Lidl Slovenija ter razumevanje in dojemanje dobrih praks s strani nevladne organizacije Ekologi brez meja. Ključne ugotovitve so, da je korporativni aktivizem dojet kot aktivna komponenta družbene odgovornosti podjetij, ki je tesno vpeta v vrednote in korporativno identiteto. Izraža se skozi razne projekte, ozaveščevalne akcije ter povezovanja z nevladnimi in drugimi organizacijami, kjer s prepričevalnimi taktikami in strategijo od spodaj navzgor vplivajo na spremembo stališč in vedenj institucionalnih akterjev. Pogosto naslavlja družbeno kontroverzne teme, kar predstavlja visoko tveganje za ugled in poslovni uspeh podjetij, zato mora biti izveden ustrezno ter v partnerstvu s strokovnimi in kredibilnimi nevladnimi organizacijami. Dobre prakse korporativnega aktivizma so tiste, ki so dolgoročne, prejemajo podporo vodstva in se izogibajo zavajanju.

• Language: Slovenian
• Keywords: korporativni aktivizem, družbena odgovornost podjetij, nevladne organizacije, partnerstvo, dobre prakse
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: P. Pekeč
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (108 str.))
• PID: 20.500.12556/RUL-163851
• UDC: 005.35(043.2)
• COBISS.SI-ID: 215869187
• Publication date in RUL: 13.10.2024

PEKEČ, Pia, 2024, Razumevanje in implementacija korporativnega aktivizma podjetja Lidl Slovenija v partnerstvu z nevladno organizacijo Ekologi brez meja : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : P. Pekeč. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=163851

Secondary language

• Language: English
• Title: Understanding and implementation of corporate activism by Lidl Slovenia in partnership with the non-governmental organization Ekologi brez meja

Abstract

In corporate social responsibility, it is possible to observe a corporate political shift that places companies among the key actors in addressing and solving various social, environmental and socio-political issues, referred to as corporate activism. The theoretical part of the thesis presents the emergence of corporate activism, its various forms, key motivations and its impact on society, also shedding light on the perspective of non-governmental organizations. Through qualitative research, we further investigate the understanding and implementation of corporate activism by the company Lidl Slovenia, as well as the understanding and perception of good practices by the non-governmental organization Ekologi brez meja. The key findings are that corporate activism is perceived as an active component of corporate social responsibility that is closely embedded in values and corporate identity. It is expressed through various projects, awareness-raising campaigns and collaborations with non-governmental and other organizations, where using persuasive tactics and bottom-up strategy, they influence the change of attitudes and behaviors of institutional actors. It often addresses socially controversial topics, which poses a high risk to the reputation and business success of companies, so it must be carried out properly and in partnership with professional and credible non-governmental organizations. Good practices in corporate activism are those that are long-term, receive management support and avoid deception.

• Keywords: corporate activism, corporate social responsibility, non-governmental organizations, partnership, good practice