Professional Documents
Culture Documents
Addiopizzo
Symbolic
actions
are
not
enough > we need to send very clear message in order to make clear that
we are doing something to change this environment > we could use
symbolic and substantial action not only to change our actions but also to
influence the overall actions of society and this was what Addiopizzo was
capable to do
o
Mafia's power:
1. Fear: Mafias intimidating power is very high, so it is difficult to avoid
them
2. Cultural issue: Culturally accepted in Sicily, so it is hard to get rid of
Mafia and the attempts failed. (The most difficult obstacle to
Steps:
Pizzini:
Message (Symbolic):
The target of posters is to enhance the
passiveness of society and they are to blame
for Mafia having so much power.
Dignity is the keyword: is one of the most
important values in Sicily, so this had a cultural
impact. This first action was a symbolic one.
Objective: Communicate to everyone who pays
pizzi that it is not just a problem of specific group
(Shopkeepers) of stakeholders, but a problem of
society/all community
Letter(Symbolic):
Addressing society but also business owners to fight
back. There is a sense of dignity again and there is a
common responsibility for all the actions.
Banner(Symbolic)
Meeting (Substantial) :
The first contact with the real situation; where they understood the
real need to act.
First step when they did something real and concrete what motivate
the internal team as well; they really understood which kind of
strategy they should develop
It was fundamental to create a network of business
owners and the community in general to fight organized
the Mafia structure.
Here it starts the economic impact, always having the
cultural one present.
Strategy (Subs/symbolic): Anti-mafia certification After the anti-racket certificate came, where the target is the
consumers (in order for them to protect the anti-Mafia
businesses) and this is a substantive action. Mafia did not
retaliate against Addiopizzo because the Secret Services were
protecting them.
Symbolic actions would not be enough, they had to send very clear message
in order to make clear that we are doing something to change this
environment. All these steps developed by Addiopizzo based on symbolic
and substantial action had the capability to change individual and the
overall actions of society as well.
Economic Support
Cultural Change > Dignity
Protection > Reliability
Ethical
Consumption
>
Justice
Shopkeepers
Consumers: are the most critical stakeholder.
Media: ability to affect the other people
Students
Potential entrepreneurs
Police
Addiopizzo Today
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Take Away
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Summary:
Theory:
Corruption: definition
The moral case for bribery and extortions
From social movements to social enterprises
Social enterprises vs. socially responsible organizations
Addiopizzo case study:
Strategies for social change
Ethical consumption
Role of values in corrupted environments
Class 6
Timberland
CSR values are doing well and then doing good; it is linked to
citizenship and philanthropy; discretionary or in response to external
pressure; separate from profit maximization; agenda determined by external
reporting & personal preferences; impact limited by corporate footprint &
CSR budget.
CSV Values are doing well & doing good; joint social and company
value; integral to competing; integral to profit maximization; Agenda is
company specific; realigns the entire company budget.
Share value concept: not only an economic value but also a social
value is needed to create share value. This concept it is very
concrete and really help organizational managers to create value
for society.
Example:
Coca-cola are using CSR just to react to the Society's
Expectations of Business Ethics: to avoid moral scandals; as a
marketing strategy. They are not really investing in order to have a
real impact in society;
CSV: change from a point of view where CSR is cost; more as a view of
shared value
VS
Traditional way: react to the external pressure and society
expectations and in a very standardized way.
You really have to create value for society and economy: it is not about
having a department that have some casual activities - not just the CSR
department and a budget for it, but define one strategy and have this
into account.
Example: MARS
They have been capable to really develop and identify a very precise
niche and develop the corporate engagement and their strategy in
order to create better conditions for local farmers; have been
collaborating with other organizations as NGO and Government (it is a
very good way in order to understand more issues)
Stakeholders communications: be capable to communicate
it to them and to other stakeholders.
o
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Stakeholder Communication
o
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Comparable
Reflect the view and account of all principal stakeholders
Based on measurable objectives
Activities: the concrete actions, tasks and work carried out by the
organization to create its outputs and outcomes and achieve its
objectives
Outputs: the tangible products and services that results from the
organizations activities
Case Analysis
How have Timberlands alliances with NGOs evolved over time?
It started with a donation and a strong commitment of CEO, then a team
culture was developed and finally the strong integration (headquarters
close) and members of top manager of City Year in the Timberland Board
and Timberland president had participation in City Year board too.
Types of partnerships
Donation
Sharing information
Formal partnership
Joint Venture
Evolution over time
1. Step 1
City year requested a donation from Timberland of 50 pars of boots
Philanthropic alliances
Donation evolved to low level of engineering, peripheral
organizational strategies, fiscal/legitimacy, and low mission alignment
2. Step 2
Community service for Timberlands employees > Path Service (Not
only volunteering hours, but also training, teamwork, share services
and space work)
Transactional alliances
Specific activities: Compartmentalized engagement; peripheral to
organizational strategies; cause marketing; high but
compartmentalized mission alignment.
Knowledge for Timberland from the NGO: they have to develop important
skills to understand the environmental and social issues;
Path of services increase the commitment of the employees, more
ethical values within the organization
Volunteer activities:
Philanthropic Responsibilities > more than what the company
need to do in a legal and social responsibility perspective >
transformation level (they are philanthropic activities with a
transformational level)
3. Step 3
Schwarz chair of City Year Board, Casey director of Timberland SE
joint program > Director of City Year seating in the board of
Timberland
Integrative alliances
Integrity
Humanity
Excellence
Humility
o
Objectives:
Core values are strongly aligned with the mission of Timberland and
social activities they are undertaking.
Obviously the leader is completely committed to the social enterprise
and mission views.
Summary