Strategic Corporate Activism in a Nordic Setting Link Between Corporate Values and Activism

Samalla kun yhteiskunta kamppailee monia viheliäisiä ongelmia, kuten ilmastonmuutosta ja eriarvoisuutta vastaan, yritykset ottavat kantaa yhä enemmän yhteiskuntapoliittisiin keskusteluihin. Kun yritys ottaa kantaa polarisoituvaan sosiaaliseen, poliittiseen tai ympäristöongelmaan, sitä kutsutaan yrit...

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Main Author: Nousiainen, Niina
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2023
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/92386
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author Nousiainen, Niina
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Nousiainen, Niina Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Nousiainen, Niina Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Nousiainen, Niina
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description Samalla kun yhteiskunta kamppailee monia viheliäisiä ongelmia, kuten ilmastonmuutosta ja eriarvoisuutta vastaan, yritykset ottavat kantaa yhä enemmän yhteiskuntapoliittisiin keskusteluihin. Kun yritys ottaa kantaa polarisoituvaan sosiaaliseen, poliittiseen tai ympäristöongelmaan, sitä kutsutaan yritysaktivismiksi. Yritysaktivismin tutkimusala on uusi ja se kaipaa pitkällä aikavälillä tehtyä strategisen yritysaktivismin tutkimusta. Tämä tutkimus tarkastelee neljää pohjoismaissa toimivaa yritysaktivistiyritystä eri toimialoilta: Finlayson, Oatly, Lush ja Tony's Chocolonely. Tutkimuksessa kartoitetaan yritysten aktivismikannanottojen ja yritysvastuuraporttien yhteyttä. Tutkimuksen tarkoitus on selvittää, liittyvätkö yritysaktivismin teemat yritysten vastuullisuusraportteihin ja -arvoihin, sekä reagoivatko yritykset aktivismillaan ajankohtaisiin yhteiskunnallisiin aiheisiin vai pyrkivätkö yritykset aikaansaamaan muutosta muista lähtökohdista. Tulokset osoittavat, että suurimmassa osassa aktivismikannanottoja, yritykset ottavat kantaa asioihin, jotka mainitaan yrityksen arvoissa tai vastuullisuusraporteissa. Tutkimuksessa kuitenkin huomattiin, että raporttiin saatetaan lisätä maininta aiheesta vasta aktivismikannanoton jälkeen, etenkin, kun kannanotto on reagointi äkilliseen yhteiskuntapoliittiseen ongelmaan. Tutkimuksessa todettiin myös, että monia yritysten vastuullisuusarvoja ei ole vielä käytetty yritysaktivismin aiheena. Yritysaktivismissa käytetty teemavalikoima oli monipuolinen, eniten yritykset ottivat kantaa sosiaali- ja ympäristöteemoihin. Lisäksi tutkimus osoitti, että yritykset sekä reagoivat yritysaktivismissaan ajankohtaisiin yhteiskunnallisiin kysymyksiin että käynnistävät keskustelun itse. Tämä tarkoittaa, että aktivistiyritysten kannanotot ovat luonteeltaan sekä reaktiivista että aloitteellisia. Päätelmänä tutkimuksesta voidaan todeta, että strateginen yritysaktivismi hyödyntää yrityksen vastuullisuusarvoja perustana yritysaktivismille. Strateginen yritysaktivismi luo yhteiskunnallista muutosta sekä reagoimalla ajankohtaisiin aiheisiin, että tuoden uusia aiheita yhteiskunnalliseen keskustelun keskiöön. As society struggles against many wicked problems like climate change and inequality, companies are increasingly taking part in the sociopolitical discussions. When a company takes a stance on a polarising socio-political or environmental issue, it is called corporate activism. The research field of corporate activism is new and lacking on research in strategic corporate activism conducted over a long period of time. This research investigates four corporate activist companies from different industries operating in the Nordics: Finlayson, Oatly, Lush and Tony’s Chocolonely. The research investigates the connection between companies' activism statements and corporate sustainability reports. The purpose of the research is to find out whether the themes of corporate activism are related to the companies' sustainability values. The aim is to also investigate whether the companies react to current social issues with their activism or whether the companies initiate discussion with their corporate activism. Research found that to the most part companies take a stance on issues that are stated in their corporate sustainability reports. However, some issues are added to the sustainability reports after the activism post, especially when the statement is reacting to a sudden sociopolitical issue. It was also found that many corporate sustainability values are yet to be utilised in corporate activism. The range of themes used in corporate activism was varied, social and environmental themes being the most used. In addition, the research showed that the companies both react to current societal issues in their corporate activism as well as initiate change on their own. This means that activist companies’ corporate activism is both reactive and initiative in nature. To conclude, strategic corporate activism takes corporate sustainability values as the basis for the corporate activism. Strategic corporate activism creates social change both by reacting to current topics and by bringing new topics to the centre of discussion.
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spellingShingle Nousiainen, Niina Strategic Corporate Activism in a Nordic Setting : Link Between Corporate Values and Activism corporate activism strategic corporate activism activist company corporate social advocacy Yritysten ympäristöjohtaminen Corporate Environmental Management 20425 yritykset yhteiskuntavastuu aktivismi enterprises societal responsibility activism
title Strategic Corporate Activism in a Nordic Setting : Link Between Corporate Values and Activism
title_full Strategic Corporate Activism in a Nordic Setting : Link Between Corporate Values and Activism
title_fullStr Strategic Corporate Activism in a Nordic Setting : Link Between Corporate Values and Activism Strategic Corporate Activism in a Nordic Setting : Link Between Corporate Values and Activism
title_full_unstemmed Strategic Corporate Activism in a Nordic Setting : Link Between Corporate Values and Activism Strategic Corporate Activism in a Nordic Setting : Link Between Corporate Values and Activism
title_short Strategic Corporate Activism in a Nordic Setting
title_sort strategic corporate activism in a nordic setting link between corporate values and activism
title_sub Link Between Corporate Values and Activism
title_txtP Strategic Corporate Activism in a Nordic Setting : Link Between Corporate Values and Activism
topic corporate activism strategic corporate activism activist company corporate social advocacy Yritysten ympäristöjohtaminen Corporate Environmental Management 20425 yritykset yhteiskuntavastuu aktivismi enterprises societal responsibility activism
topic_facet 20425 Corporate Environmental Management Yritysten ympäristöjohtaminen activism activist company aktivismi corporate activism corporate social advocacy enterprises societal responsibility strategic corporate activism yhteiskuntavastuu yritykset
url https://jyx.jyu.fi/handle/123456789/92386 http://www.urn.fi/URN:NBN:fi:jyu-202312188381
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