Artículos periodísticos (Clásica) (Spanish Edition)

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Product details Paperback Publisher: Alba Editorial March 1, Language: Be the first to review this item Amazon Best Sellers Rank: Don't have a Kindle? Try the Kindle edition and experience these great reading features: Regarding the mechanisms existing to perform this feedback, Roeder , highlights four instruments: Maignan, Ferrell and Ferrell , classify into two routes the different techniques to get feedback from stakeholders. On one hand, the evaluation of the different stakeholders about CSR practices of the company can be made through satisfaction or reputability surveys, either targeted to the internal or external public.

On the other hand, the perception of the different stakeholders about the contributions of the company in issues of CSR can be obtained through qualitative methods such as in-depth interviews to investors, community leaders or NPO, among others. These interviews, will enable to collect different views, highlighting those areas needing for greater improvement.

It is important to achieve this feedback, because it allows to identify new stakeholders and reveal new expectations. We must recall that the CSR practices are actions destined to meet the interests of stakeholders, therefore it is essential to constantly measure its evolution and integrate the changes needed in the CSR plan. We are standing again, before a dynamic vision of CSR, which objectives, strategies or programs and actions may be re-defined in case of a negative evaluation from stakeholders.

Objectives and methodology 3. The main objective of this research is to analyse whether truly the stages of management of CSR are met in the studied case and know how each one of them is developed. This general objective is concreted in the following specific objectives:. In the development of this research a qualitative approach was used based on the case study, since it is an appropriate research method when the objective is to understand and explain a specific and contemporary phenomenon in its real-life context Yin, In this research, we do not intend to look for a statistic representation.

Our aspiration is to achieve an analytical generalization as, as Coller The analysed casuistic has been the multinational firm Unilever. The election of this company as a case study is determined by the criteria of authors who a priori consider this can be a case that allows to symbolize the theories presented in the theoretical background, due to different factors: Besides, it is a company working in the markets of food, home care and personal care, contributing to a broader vision in the management of CSR.

Lastly, as we have mentioned before, Unilever belongs to the mass consumption sector, a key sector to understand the adoption of the type of value and its projection over communication of brands and its relationship with the nature of the company. The research design was based on the triangulation technique that, as Soler and Enrique Therefore, the contents analysis of documents referring to CSR of Unilever and of digital platform of the company have been combined with conducting twelve focused interviews to managers and collaborators in the areas of communication, marketing, sales and nutrition of Unilever Spain, suppliers of the company, local public administration and nutrition associations.

Moreover, seven observations were also made, five of them of specific events and two of visits to Unilever facilities and its supplier Agraz.

The information sources consulted are detailed as follows see table 1. Unilever Plan for a Sustainable Life.

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Unilever Plan Comparte Share: Guideline for the development of the community. Unilever Sustainable Living Plan. Progress Report and Summary of progress Members of the Communication Department of Unilever Spain. External collaborator of the Communication Department of Unilever Spain. Member of the Sustainability Committee of Unilever Spain.

Arturo Uslar Pietri

Project leader of Soy Frigo. Sustainability Manager of Agraz Unilever supplier.

Plant Sustainability Manager of Agraz Unilever supplier. Activity Dove Self-esteem workshop.

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Crop fields, Factory and laboratory of Agraz. Offices of Unilever Spain. The data gathering was conducted between February and June For the gathering of data through focused interviews, we elaborated a schematic guide with the theme items to be handled with each one of the informing agents. In the case of observations, a catalogue file was created with the categories to keep in mind in each one of the observations. Afterwards, the analysis of data was carried out in two stages.

A first stage of contents analysis of each one of the documents, interviews and observations performed, and a second stage where the contents were coded in a global manner according to the specific categories established. Therefore, we used the Maxqda12 software. Before showing the results obtained according to the objectives, we deemed necessary to do a small contextualization of the analysed case. Unilever is one of the main mass consumption companies worldwide. It is an Anglo-Dutch multinational firm operating in more than countries in the sectors of food, homecare and personal care.

It is worth mentioning the relevance of the mass consumption sector where, as we will see afterwards, the value is associated with the nature of the product health, wellbeing, quality of life , placing these values in relation with the more generic corporate value of sustainability. This plan stablishes three general objectives for the year , based on three fundamental pillars: Besides these three pillars, the company also establishes a series of specific objectives oriented to improve the workplace.

The application of this CSR plan in Spain, entails adaptation of the global plan of CSR of the company to the specificities of our country, and is carried out through the following initiatives:. The Cardiovascular health program of Flora ProActiv, which has the objective of generating awareness about cardiovascular health and help the population to reduce cholesterol through different actions such as:. The ProActiv challenge, which consists in the reduction of cholesterol in a week period from a change of healthy habits.

The celebration of the National Day Against Cholesterol September 19 which purpose is to educate and provide advice about how reducing cholesterol through a healthier lifestyle, through publications of studies elaborated by health professionals such as the FEDN Spanish Foundation of Dieticians and Nutritionists about the impact the elevated cholesterol in population and performing different activities such as the measurement of cholesterol levels, showcookings of healthy diet, targeted physical activities and nutritional advise in an event in the centre of Madrid.

The Unilever Plan Comparte Share , which consists in a plan of CSR to a small scale which that comprises a set of actions targeted to the municipality of Viladecans Barcelona , where Unilever Spain headquarters are located. Some of these actions are:. Talks Dove Selfsteem to youth of first and second grade of Secondary School with in order to change the vision they have about their own image and make them win more trust betting for a real beauty. The Gran Estalvi Great Saving Contest targeted to neighbours and neighbour communities of the municipality to see who reduces more his or her consumption of water, electricity and gas in a four-month period.

The 5-minute song for the shower Contest where the schools of the municipality must write a song for the bath moment. The objective of this action is to promote the reduction of water consumption.

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Collaboration with CAVIGA an occupational centre for people with psychic disability of Viladecans and ASDIVI an association for the integration of people with disability of Viladecans leading to different volunteer activities, such as breakfasts for the users of these centres. Lectures held by Unilever Spain managers to share knowledge and promote networking with the SMEs of the territory.

Participation of Unilever in the meetings between SMEs and great companies, called Market Place, organized by the local government of Viladecans. Volunteer Program UNIdo s in Viladecans, which objective is to consolidate the relationship of the company with the local Community through different activities. Different actions focused to improving the wellbeing of employees and the workplace, which comprise several themes of CSR such as the conciliation of labour and family life, the human development and education in the workplace, non-discrimination and equality of opportunities, labour safety and health, transparency and communication, volunteering, benefits to improve the quality of life of employees, the ethics code of business principles and the reduction of energetic consumption in offices.

We finish this section underlining the structure of relationships each one of the programs stablishes. Connecting the product brand positioning with the intangibles that comprise the three fundamental pillars of the strategic CSR plan. Finally, all these intangibles, are comprised in the Unilever Plan for a Sustainable Life through the value of sustainability, which is configured as the maximum value of the company.

Phases of the CSR management process 4. In this sense, the company differentiates between beneficiary and collaborator stakeholders. Beneficiaries refer to those towards whom the company addresses its CSR actions consumers, employees, suppliers [Agraz], the local community [municipality of Viladecans] and the society in general , while collaborators are those who participate in the management of CSR of the company, generating a win-win relationship between both non-profit organizations, collaborator companies, public administration, distributors and media.

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Once the different stakeholders have been identified, the company evaluates their needs and expectations, this is how CSR actions are focused on improving the wellbeing of employees are adapted to the particular characteristics of Spain or the sustainable agriculture global plan is adapted to the needs of the Extremadura supplier Agraz, derived from the particularities of the farming of tomato and the soil it is planted like a correct irrigation or the control of specific plagues.

The actions of show cooking and the recipe book with Flora ProActiv targeted to dieticians-nutritionists born from the needs proposed directly by the FEDN to Unilever through the dialogue they hold between them. And lastly, the Unilever Plan Comparte Share , in which there is a constant dialogue with the local government. This phase starts with the establishment of the objectives of CSR of Unilever Spain determined, on one hand, by the interests of stakeholders previously identified and exposed in the previous sections; and on the other, by the vision working to create a better future every day [ 5 ] very linked to the search of sustainability by the company; the mission satisfy the daily needs of people around the world, anticipate to the aspirations of our consumers and clients, and respond in a creative and competitive manner with branded products and services that improve quality of life [ 6 ] which highlights the satisfaction of the needs of people and improve their quality of life; and the values integrity, responsibility, respect and pioneer spirit [ 7 ] of the company itself.

All these related with the three general objectives of the international plan on CSR. From this point, Unilever concretes the CSR programs that will be performed in Spain and the different actions included therein. Each one of these programs is comprised within one of the three fundamental pillars of the global plan. For the design of these actions the company has a series of collaborators and a Sustainability Committee constituted by a multidisciplinary team of 20 individuals that represent almost all areas of the company communication, sales, supply, finance, etc.

Regarding external collaborators, their role in the design of actions such as the application of sustainable farming performed with Agraz is outstanding, aware about the characteristics of the farming of tomato with whom there is a joint work in the program of detection of the optimum amount of fertilizers to be used on soil.

FEDN, with whom there is a joint work for the design of actions about cardiovascular health, such as the National Day Against Cholesterol that every year handles about a different issue related with cholesterol, which seems framed by Unilever, but in consensus with the FEDN. Or the actions that comprises the Unilever Plan Comparte Share , which are created through a joint work between Unilever and the local government, and more specifically, between communication departments.

The establishment of objectives to be met are highlighted, like zero accidents regarding labour safety.

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