Aplicação do conceito de propósito empresarialestudo de caso na empresa Coloplast Group

Resumo

This dissertation aimed to understand the application of corporate purpose and its concept. This is a topic that has gained significant attention in the business world recently but is already widely adopted by companies worldwide. Some authors provide different definitions for the subject, and its application in companies remains highly subjective, lacking a single, straightforward format that any company can apply. The benefits of its application are still relatively unknown in studies, but its use has gained prominence due to the global attention it has received. In a society that is increasingly focused on ESG-related issues and the connection between companies and society, corporate purpose is reshaping the view of organizational identity, turning an abstract concept into the real-life fabric of organizations. The research question sought to theoretically structure and contextualize what corporate purpose is, and subsequently, understand its application in the case of the studied company. This study allowed for a better understanding of what defines corporate purpose and how it can be applied within an organization. Important aspects of the subject were observed, such as the relationship between purpose and the company's foundation and the significance of leadership's role in applying purpose. The study also facilitated a discussion on the impact of the nature of the business and the market it operates in on the application of corporate purpose. It also provided an understanding of how to discover a company's purpose, recognizing that it should be identified rather than merely created. Therefore, the contribution of this study is to promote the expansion of academic research on the topic and to facilitate leaders and entrepreneurs in understanding how to uncover their company's purpose.

Ficha do documento

Tipo

Dissertação

Ano

2023

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/34427

Palavras-chave

Propósito empresarialSociedadeIdentidade organizacionalCorporate purposeSocietyOrganizational identityColoplast GroupAdministração de empresasOrganização - Finalidades e objetivosImagem corporativaResponsabilidade social da empresaPlanejamento estratégico