{"id":60750,"date":"2021-11-17T00:00:00","date_gmt":"2021-11-16T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2021\/11\/17\/smartcompliance-um-aliado-para-o-negocio-e-seus-lideres\/"},"modified":"2021-11-17T00:00:00","modified_gmt":"2021-11-16T23:00:00","slug":"smartcompliance-um-aliado-para-o-negocio-e-seus-lideres","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/smartcompliance-um-aliado-para-o-negocio-e-seus-lideres\/","title":{"rendered":"SmartCompliance: Um aliado para o neg\u00f3cio e seus l\u00edderes"},"content":{"rendered":"

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INTRODU\u00c7\u0100O <\/strong><\/h2>\n

\u00a0<\/strong>Enrom, Arthur Andersen, Lehman Brothers, Siemenes, Walmart, Uber, Wolskwagen, Petrobas, Airbus, Deutsche Bank, Google, Facebook, Wirecard, Panama Papers, Pandora Papers, s\u00e3o apenas alguns dos esc\u00e2ndalos mais not\u00f3rios no mundo dos neg\u00f3cios nas \u00faltimas d\u00e9cadas. Mais recentemente, em nosso ambiente mais pr\u00f3ximo, v\u00e1rias empresas do Ibex estiveram envolvidas em esc\u00e2ndalos na m\u00eddia e processos judiciais quando certas a\u00e7\u00f5es que ocorreram dentro de sua organiza\u00e7\u00e3o foram questionadas. H\u00e1 muitos outros casos que n\u00e3o t\u00eam sido t\u00e3o comentados por n\u00e3o serem empresas t\u00e3o relevantes perante a opini\u00e3o p\u00fablica e, sem d\u00favida, muitos outros vir\u00e3o \u00e0 tona.<\/p>\n

As consequ\u00eancias n\u00e3o s\u00e3o as mesmas em todos os casos, mas est\u00e3o amplamente especificadas em multas, san\u00e7\u00f5es, demiss\u00f5es e\/ou priva\u00e7\u00e3o de liberdade de seus executivos, danos \u00e0 reputa\u00e7\u00e3o, proibi\u00e7\u00e3o de contrata\u00e7\u00e3o com o setor p\u00fablico, perda de oportunidades de neg\u00f3cios, dificuldades de obten\u00e7\u00e3o de financiamento externo, impacto nas valoriza\u00e7\u00f5es da bolsa, falta de empenho do seu pessoal e perda de talento e produtividade. Isso sem contar os processos onerosos e exaustivos que as empresas implicam para estar imersas neste tipo de investiga\u00e7\u00e3o. Nos casos mais extremos, a pr\u00f3pria entidade pode desaparecer.<\/p>\n

Essas a\u00e7\u00f5es afetam gravemente as pr\u00f3prias empresas, mas tamb\u00e9m causam preju\u00edzos, por vezes irrepar\u00e1veis, a diversos p\u00fablicos como clientes, consumidores, fornecedores, poupadores, acionistas, colaboradores, comunidades em que atuam, entre outros. Grupos de interesse, que na maioria dos casos n\u00e3o t\u00eam a capacidade de recupera\u00e7\u0101o e a resili\u00eancia que as grandes corpora\u00e7\u00f5es t\u00eam.<\/p>\n

SmartCompliance: Um aliado para o neg\u00f3cio e seus l\u00edderes<\/b> que define e enquadra a no\u00e7\u00e3o de compliance e oferece chaves que facilitar\u00e3o a cria\u00e7\u00e3o e manuten\u00e7\u00e3o de uma cultura corporativa que promove uma conduta \u00e9tica e um compromisso com o cumprimento da lei por todos em uma organiza\u00e7\u00e3o.<\/span><\/p>\n

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\u201cAs empresas afetam o mundo em que vivemos, para melhor ou para pior\u201d<\/h2>\n

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EXIG\u00caNCIA SOCIAL E EXIG\u00caNCIA NORMATIVA<\/strong><\/h2>\n

Embora sempre haja um longo caminho a percorrer, o mundo hoje est\u00e1 melhor do que era h\u00e1 50 anos. Hoje existe uma consci\u00eancia mais avan\u00e7ada do que h\u00e1 anos quanto ao impacto que o mundo dos neg\u00f3cios causa em seu meio ambiente. A sociedade n\u00e3o tolera mais certos comportamentos. J\u00e1 n\u00e3o \u00e9 suficiente cumprir as leis e obter o m\u00e1ximo de benef\u00edcios.<\/p>\n

Agora se exige isso e muito mais. As empresas devem atuar com \u00e9tica, ser agentes de mudan\u00e7a e contribuir para a constru\u00e7\u00e3o de um mundo mais humano, justo e inclusivo. Um bom exemplo disso s\u00e3o os compromissos que muitas empresas adquirem com os Objetivos de Desenvolvimento Sustent\u00e1vel (ODS) das Na\u00e7\u00f5es Unidas e os requisitos em termos de ESG (Environmental, Social & Governance) que est\u00e3o se tornando parte essencial da estrat\u00e9gia das empresas.<\/p>\n

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\u201cAgir com \u00e9tica nos neg\u00f3cios faz parte da responsabilidade moral de quem faz neg\u00f3cios\u201d<\/h2>\n

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Estamos agora pr\u00f3ximos de superar o confronto cl\u00e1ssico entre a teoria da primazia dos acionistas e a corrente de capitalismo dos stakeholders ou grupos de interesse. A sociedade exige que as empresas conhe\u00e7am os demais stakeholders presentes no ecossistema em que atuam, que entendam como s\u00e3o afetados e quais s\u00e3o suas expectativas. A boa not\u00edcia \u00e9 que ter em conta e cumprir as expectativas de outros grupos de interesse al\u00e9m dos acionistas n\u00e3o \u00e9 incompat\u00edvel com a m\u00e1xima empresarial de dar valor ao acionista, muito pelo contr\u00e1rio, hoje e cada vez mais, esta ser\u00e1 a chave para garantir o sucesso e empresas sustent\u00e1veis \u200b\u200bao longo do tempo.<\/p>\n

Isso foi demonstrado por diferentes organiza\u00e7\u00f5es e f\u00f3runs econ\u00f4micos e empresariais, como o F\u00f3rum Econ\u00f4mico Mundial, a OCDE, a BlackRock ou a Business Roundtable.<\/a><\/p>\n

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\u201cO mundo dos neg\u00f3cios est\u00e1 mudando rapidamente. Para se manterem competitivas em um mundo em mudan\u00e7a, as organiza\u00e7\u00f5es devem inovar e se adaptar \u00e0s novas demandas sociais que exigem fazer parte do j\u00e1 cunhado capitalismo dos stakeholders: a revolu\u00e7\u00e3o corporativa que j\u00e1 est\u00e1 aqui\u201d<\/h2>\n

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O regulador tamb\u00e9m fez eco a esta exig\u00eancia social, dando origem a regulamenta\u00e7\u00f5es de Compliance muito variadas e cada vez mais exigentes, primeiro no \u00e2mbito internacional e posteriormente no entorno nacional, o mais recente no quadro dos Fundos Europeus.\u00a0<\/p>\n

Essa mudan\u00e7a de mentalidade j\u00e1 fez com que muitas organiza\u00e7\u00f5es revisassem estrat\u00e9gias, questionassem o tipo de lideran\u00e7a de seus executivos, parassem para pensar em quem s\u00e3o seus stakeholders e adquirissem novos compromissos al\u00e9m do exigido por lei. Definir o prop\u00f3sito e os valores da empresa tornou-se uma prioridade para muitos.<\/p>\n

No entanto, existe algum ceticismo ou desconfian\u00e7a por parte dos diferentes grupos de interesse quanto \u00e0 \u201cseriedade\u201d de certas pr\u00e1ticas, por se tratarem de mera fachada. Greenwashing, postura ecol\u00f3gica e eco compliance s\u00e3o termos que j\u00e1 foram cunhados para se referir a pr\u00e1ticas fraudulentas ou inconsist\u00eancias. Quando a confian\u00e7a dos diferentes grupos de interesse \u00e9 destru\u00edda, recuper\u00e1-la novamente envolve esfor\u00e7os tit\u00e2nicos e o dano \u00e0 reputa\u00e7\u00e3o \u00e9 enorme. A inconsist\u00eancia n\u00e3o \u00e9 mais perdoada. \u00c9 essencial passar do storytelling ao storydoing. Passar de mero gasto a investimento e cria\u00e7\u00e3o de valor. E \u00e9 aqui que o Compliance eficaz<\/strong> se torna o grande aliado do neg\u00f3cio e de seus l\u00edderes.<\/p>\n

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COMPLIANCE: FUN\u00c7\u00c3O, OBJETIVOS E VANTAGENS<\/strong><\/h2>\n

Por que Compliance? Do que falamos quando falamos de Compliance, ou melhor, do que devemos falar?<\/p>\n

Compliance \u00e9 um conjunto de medidas e processos organizacionais que s\u00e3o colocados em pr\u00e1tica em uma empresa com um objetivo duplo:<\/p>\n

    \n
  1. Evitar ou minimizar a ocorr\u00eancia de condutas indesejadas, sejam elas ilegais ou anti\u00e9ticas. E se acontecerem, detectar e corrigir o mais r\u00e1pido poss\u00edvel, minimizando danos \u00e0 pr\u00f3pria empresa e a terceiros.<\/li>\n
  2. Incentivar a ocorr\u00eancia de comportamentos que contribuam para a estrat\u00e9gia, prop\u00f3sito e crescimento sustent\u00e1vel daquela empresa.<\/li>\n<\/ol>\n

    A melhor forma de o colocar em pr\u00e1tica \u00e9 atrav\u00e9s da concep\u00e7\u00e3o e implementa\u00e7\u00e3o de um verdadeiro sistema de gest\u00e3o que contenha e interligue os componentes necess\u00e1rios, dando especial aten\u00e7\u00e3o \u00e0 cria\u00e7\u00e3o e manuten\u00e7\u00e3o de uma verdadeira cultura de integridade e compliance. O design e implementa\u00e7\u00e3o personalizados e a sua correta operacionaliza\u00e7\u00e3o com o neg\u00f3cio s\u00e3o fundamentais para o seu sucesso.<\/p>\n

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    \u201cAl\u00e9m de outros benef\u00edcios importantes, um sistema eficaz de gest\u00e3o de integridade e conformidade servir\u00e1 como uma defesa ou mitiga\u00e7\u00e3o no caso de surgirem responsabilidades legais para a empresa\u201d<\/h2>\n

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    Cada vez mais estudos mostram as vantagens de implementar um sistema de gest\u00e3o de Compliance eficaz, al\u00e9m de reduzir comportamentos ilegais ou inadequados, representa uma clara vantagem competitiva porque \u00e9, e ser\u00e1 cada vez mais, valorizado por potenciais investidores, parceiros de neg\u00f3cios, administra\u00e7\u00f5es p\u00fablicas contratantes e entidades financeiras, entre outras.<\/p>\n

    A implementa\u00e7\u00e3o de um sistema eficaz de Compliance tem efeitos diretos ao n\u00edvel da atra\u00e7\u00e3o e reten\u00e7\u00e3o do talento pretendido pela organiza\u00e7\u00e3o, aumentando o empenho, o orgulho de pertencer e, por conseguinte, a assun\u00e7\u00e3o de responsabilidades pelos colaboradores. Sem d\u00favida, a conformidade eficaz tem um efeito direto na reputa\u00e7\u00e3o. E o que poucos falam, mas \u00e9 uma realidade \u00e9 que, se for pensado e implementado como um verdadeiro sistema de gest\u00e3o, ordena, integra e melhora processos.<\/p>\n

    Em um estudo publicado pelo LLYC este ano, se evidencia que um Compliance bem desenhado e implantado gera valor e garante o crescimento a longo prazo. \u00c9, sem d\u00favida, um facilitador da sustentabilidade dos neg\u00f3cios.<\/p>\n

    \u00a0<\/p>\n

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    Resumindo, os benef\u00edcios de implementar um Compliance eficaz s\u00e3o muitos e variados. Bem pensado e implementado, deixa de ser um custo para tornar-se um investimento para o presente e para o futuro.<\/p>\n

    Recentemente, empresas com o tamanho da Repsol, CaixaBank ou Iberdrola, t\u00eam estado muito conscientes de que ter um plano de Compliance eficaz para prevenir ou minimizar a ocorr\u00eancia de determinados atos il\u00edcitos \u00e9 uma das chaves para resolver positivamente as situa\u00e7\u00f5es jur\u00eddicas.<\/p>\n

    [\/et_pb_text][et_pb_image admin_label=”Imagen (puesta de sol bola)” _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2021\/11\/LLYCMemes_Compliancefoto-1.png” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ align=”center” \/][et_pb_text admin_label=”OBST\u00c1CULOS Y DESAF\u00cdOS. DEL CUMPLIMIENTO EST\u00c9TICO AL COMPROMISO AUT\u00c9NTICO ” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n

    OBST\u00c1CULOS E DESAFIOS. DA CONFORMIDADE EST\u00c9TICA AO COMPROMISSO AUT\u00caNTICO<\/strong><\/h2>\n

    No entanto, existem abordagens e obst\u00e1culos que dificultam as empresas a conceber e implementar um Compliance que realmente funcione, seja cred\u00edvel e valorizado na organiza\u00e7\u00e3o.<\/p>\n

    Nossa experi\u00eancia no mundo da conformidade corporativa e muitas conversas com executivos, diretores e colegas nos ensinaram por que o Compliance acaba n\u0101o funcionando em muitas organiza\u00e7\u00f5es:<\/p>\n