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Abstract(s)
Atualmente, com o crescimento do uso das redes sociais e plataformas digitais, a rapidez da veiculação de mensagens por parte de vários stakeholders, torna desafiante a gestão de comunicação de crise e reputação de uma organização. A monitorização de mensagens no ambiente digital ocupa, por isso, um papel central na gestão de risco e de crise por parte das organizações. Os stakeholders são cada vez mais exigentes em relação à atuação de uma organização na sociedade, valorizando organizações que investem em Sustentabilidade e Responsabilidade Social Corporativa. Assim, uma boa gestão da reputação em momentos de crise pode ser uma ferramenta fundamental para que uma organização seja mais competitiva no mercado. Nesta dissertação foi estudado um setor fundamental para a qualidade de vida dos indivíduos, o setor do retalho alimentar, que é responsável pela distribuição de bens alimentares junto da população. O setor é fundamental para o combate ao desperdício alimentar, um tema que está intrinsecamente relacionado com práticas de sustentabilidade e RSC. Para guiar a presente investigação, a questão de partida delineada foi “De que forma a crise de desperdício alimentar do Pingo Doce, ocorrida em agosto de 2020, afetou a Reputação da organização junto dos seus consumidores e que lições se podem tirar para futuras crises?”, tendo sido realizado um estudo de caso da marca com recurso a uma estratégia metodológica mista. Por um lado, foi realizada entrevista exploratória e análise de conteúdo. Por outro lado, foram recolhidos dados através de um inquérito por questionário junto dos consumidores da marca. Os resultados obtidos sugerem que a crise não teve impacto significativo na Reputação Organizacional do Pingo Doce, junto dos seus consumidores. A estratégia de comunicação a médio/longo-prazo da marca e a sua Reputação anterior à crise, foram os dois fatores essenciais para este resultado. Contudo, a maioria dos consumidores considera que o PD não assumiu responsabilidade pela crise. O presente estudo demonstra a importância da gestão da reputação em momentos de crise e, acima de tudo, como uma crise pode ser um momento de oportunidade para as organizações reforçarem o seu posicionamento competitivo no mercado.
In the present paradigm, an increasingly digitized world where individuals communicate instantly and in real time, an organization's reputation can be its greatest asset, but it can also be a constant target. How organizations manage organizational risks and crises becomes critical to the management of their business. Stakeholders are increasingly demanding in relation to an organization's performance in society, valuing organizations that invest in Sustainability and Corporate Social Responsibility. Thus, good reputation management in times of crisis can be a fundamental tool for an organization to be more competitive in the market. In this dissertation, a fundamental sector for the quality of life of individuals was studied, the food retail sector, which is responsible for the distribution of food goods to the population. The sector is fundamental to the fight against food waste, a topic that is intrinsically related to sustainability and CSR practices. In order to guide this research, the starting question was "How did the Pingo Doce (PD) food waste crisis, which occurred in August 2020, affect the organization's reputation among its consumers and what lessons can be learned for future crises?" and a case study of Pingo Doce was carried out using a mixed methodological strategy. On the one hand, with qualitative elements, with an exploratory interview and content analysis. On the other hand, with quantitative elements, with data collection through a questionnaire survey. The results obtained suggest that the crisis did not have a significant impact on the Organizational Reputation of Pingo Doce, among its consumers. The brand's medium/long-term communication strategy and its reputation prior to the crisis were the two key factors for this outcome. However, most consumers consider that the DP did not take responsibility for the crisis. This study demonstrates the importance of reputation management in times of crisis and, above all, how a crisis can be a moment of opportunity for organizations to strengthen their competitive positioning in the market.
In the present paradigm, an increasingly digitized world where individuals communicate instantly and in real time, an organization's reputation can be its greatest asset, but it can also be a constant target. How organizations manage organizational risks and crises becomes critical to the management of their business. Stakeholders are increasingly demanding in relation to an organization's performance in society, valuing organizations that invest in Sustainability and Corporate Social Responsibility. Thus, good reputation management in times of crisis can be a fundamental tool for an organization to be more competitive in the market. In this dissertation, a fundamental sector for the quality of life of individuals was studied, the food retail sector, which is responsible for the distribution of food goods to the population. The sector is fundamental to the fight against food waste, a topic that is intrinsically related to sustainability and CSR practices. In order to guide this research, the starting question was "How did the Pingo Doce (PD) food waste crisis, which occurred in August 2020, affect the organization's reputation among its consumers and what lessons can be learned for future crises?" and a case study of Pingo Doce was carried out using a mixed methodological strategy. On the one hand, with qualitative elements, with an exploratory interview and content analysis. On the other hand, with quantitative elements, with data collection through a questionnaire survey. The results obtained suggest that the crisis did not have a significant impact on the Organizational Reputation of Pingo Doce, among its consumers. The brand's medium/long-term communication strategy and its reputation prior to the crisis were the two key factors for this outcome. However, most consumers consider that the DP did not take responsibility for the crisis. This study demonstrates the importance of reputation management in times of crisis and, above all, how a crisis can be a moment of opportunity for organizations to strengthen their competitive positioning in the market.
Description
Keywords
Crise organizacional Responsabilidade social e corporativa Sustentabilidade Setor do retalho alimentar Organizational crisis Corporate and social responsibility Sustainability Food retail sector