{"id":58699,"date":"2021-05-24T00:00:00","date_gmt":"2021-05-23T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2021\/05\/24\/proposito-partilhado-um-caminho-para-ultrapassar-a-crise\/"},"modified":"2023-10-26T04:58:58","modified_gmt":"2023-10-26T02:58:58","slug":"proposito-partilhado-um-caminho-para-ultrapassar-a-crise","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-pt\/ideas\/proposito-partilhado-um-caminho-para-ultrapassar-a-crise\/","title":{"rendered":"PROP\u00d3SITO  PARTILHADO: UM  CAMINHO PARA  ULTRAPASSAR A  CRISE"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; 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header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243;]<\/p>\n<p>\u00a0<\/p>\n<p>A crise sanit\u00e1ria aumenta a aten\u00e7\u00e3o sobre o papel que as empresas devem desempenhar para contribu\u00edrem para os grandes desafios sociais.<\/p>\n<p>Algumas empresas conseguiram apoiar-se num prop\u00f3sito s\u00f3lido quando a estrat\u00e9gia sozinha j\u00e1 n\u00e3o servia de b\u00fassola. Outros, apesar de \u00abterem um prop\u00f3sito\u00bb, viram-se em dificuldades porque este n\u00e3o era partilhado e vivido pelos grupos de interesse.<\/p>\n<p>J\u00e1 n\u00e3o h\u00e1 vozes que discordem do novo paradigma empresarial: a empresa do futuro deve oferecer valor a todos os grupos de interesse, definindo um prop\u00f3sito de impacto positivo. Este paradigma \u00e9 conhecido como capitalismo de stakeholders. Mais do que nunca, sucede que, no cen\u00e1rio p\u00f3s-COVID-19, a sobreviv\u00eancia das empresas passa por ligar os benef\u00edcios econ\u00f3micos aos valores sociais e ambientais exigidos pela sociedade.<\/p>\n<p>Construir e implementar um <strong>prop\u00f3sito corporativo<\/strong> tornou-se uma prioridade para os gestores em todo o mundo, e j\u00e1 \u00e9 uma das dez quest\u00f5es que mais preocupam os CEO1.<\/p>\n<p>O prop\u00f3sito \u00e9 a raz\u00e3o pela qual uma empresa existe, determinando em que medida contribui para a sociedade. No novo capitalismo de stakeholders, h\u00e1 tr\u00eas aspetos fundamentais, que a seguir se descrevem.<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Com quem e para quem<\/strong> \u2013 ouvir, para o prop\u00f3sito ser partilhado pelos grupos de interesse e reconhecido como ben\u00e9fico, procurando ressoar e despertar empatia.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Como<\/strong> \u2013 dar provas, para inspirar e mobilizar; \u00e9 fundamental que a ativa\u00e7\u00e3o do prop\u00f3sito seja o eixo do di\u00e1logo p\u00fablico..\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Quanto<\/strong> \u2013 medir e avaliar o progresso.<\/span><\/li>\n<\/ul>\n<p><strong>Na LLYC, consideramos que, para definir o prop\u00f3sito, a empresa deve compreender a profundadamente as convic\u00e7\u00f5es das pessoas e p\u00f4-las no centro, integrando-as no prop\u00f3sito<\/strong>.<\/p>\n<p>O simples facto de ter um prop\u00f3sito j\u00e1 n\u00e3o diferencia uma marca; deve entender-se como um processo de transforma\u00e7\u00e3o empresarial e um processo de cocria\u00e7\u00e3o e di\u00e1logo, e n\u00e3o como um fim em si.<\/p>\n<p>Por esta raz\u00e3o, propusemos um estudo que apresentamos neste documento, no sentido de compreender, por um lado, como est\u00e3o as empresas a trabalhar o respetivo prop\u00f3sito e que import\u00e2ncia lhe atribuem na estrat\u00e9gia, assim como se est\u00e3o a ouvir os grupos de interesse, e, por outro lado, se h\u00e1 um alinhamento com as expetativas e os interesses sociais.<\/p>\n<p>[\/et_pb_text][et_pb_divider _builder_version=&#8221;4.4.8&#8243; color=&#8221;#ffffff&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; 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