Empresas com valores: um modelo conceitual do ativismo corporativo
DOI:
https://doi.org/10.5294/pacla.2023.26.2.4Palavras-chave:
Ativismo corporativo, cidadania corporativa, dissonância cognitiva, indústria controversa, valores de marcaResumo
O ativismo corporativo é um conceito de gestão empresarial muito relevante nos últimos anos, desenvolvido sem teorias específicas que permitam compreender sua repercussão. Por isso, o objetivo deste artigo é propor um modelo conceitual que sirva de aplicação para as organizações e suas partes interessadas (stakeholders), partindo de antecedentes como a dissonância cognitiva ou a cidadania corporativa. O modelo utilizado está baseado na análise dos antecedentes do ativismo corporativo e das teorias relacionadas, propondo como resultado um modelo de aceitação ou rejeição do ativismo corporativo (modelo Maco) por parte dos stakeholders, baseado na congruência com o sistema de valores, as diferentes tipologias do ativismo e o grau de controvérsia das diferentes indústrias. A principal contribuição deste artigo é proporcionar as bases teóricas do ativismo corporativo e suas relações por meio do modelo Maco. Sua principal limitação é a novidade do tema, que faz necessário recorrer a outras disciplinas e torna mais complexa a relação entre constructos. Esse modelo abre novas abordagens sobre o fenômeno e oferece uma base para pesquisas empíricas posteriores.
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