二十一世紀初發生了許多重大的金融弊案，除了美國政府修訂沙賓法案來設立防範制度與監督商業行為之外，產業、政府、學者也都開始探討現今普遍的商業思維是否需要改變。其中，影響商業思維甚深的資本主義也被從多個角度重新檢視。此研究採用文獻分析與個案分析，透過自覺資本主義的框架來檢視個案企業的組織特性與經營精神。自覺資本主義是一種具備研究基礎的綜合性商業思維，企業除了創造經濟、社會、環境價值之外，還必須致力於替多方創造人文精神價值。目前尚未有為自覺企業量身打造的評量機構，但是可以透過參考許多不同的評量機構，以不同的評量指標衡量企業的結果，來產生一個綜合評比，藉此發現有哪些企業符合自覺企業的條件並加以研究。因此本研究透過綜合財星（營業額評量）、最佳職場研究所（工作環境評量）、蓋洛普（員工工作涉入程度評量）、Glassdoor（內部員工自我評量）、Ethisphere（道德評量）等指標來篩選出三間符合自覺經營理念的企業，分別為：Google（谷歌）、Amazon（亞馬遜）以及Starbucks（星巴克）。 由於自覺企業涉及企業經營的所有面向，因此必須由組織的最高領導人所帶動。要啟動企業的正向循環是一個不斷進行的流程，企業必須先鞏固自己的核心能力，透過不斷與投資人、顧客、供應商、政府等多方利害關係人溝通，建立與教育自覺意識，成為一個產業的領導者，不斷地透過公司的活動擴大企業的影響力，並為多發利害關係人帶來利益。由於員工花費大量的時間與精力在企業內，所以企業領導人能透過企業宗旨、制度及文化，來影響員工的想法、動機和行為。擁有高涉入程度的員工，是啟動正向循環的第一步，企業應把所有利害關係人納入系統性的考量與價值創造中。但是，如果要產生正向循環，則企業必須執行與企業理念相符，以及與顧客理念相符的活動來連結多方利害關係人。自覺企業不著重於單一利害關係人，而是思考如何能讓所有利害關係人長期獲利。若是無法同時滿足短期績效以及長期價值時，應以長期價值為最終考量。

Följande studie är en induktiv kvalitativ studie baserad på semistrukturerade intervjuer. Syftet var att synliggöra europeiska naturvinsproducenters föreställningar om en certifiering av naturvin reglerad av EU. Studiens bakgrund belyser komplexiteten av begreppet naturvin samt certifieringar och deras effekt på marknaden. Även studiens teoretiska ramverk, Conscious Capitalism presenteras. Insamlade data transkriberades och analyserades med hjälp av en induktiv tematisk analys. Diskussionen använder det teoretiska ramverket för att lyfta resultatet i relation till marknaden och sedan certifieringar. Autenticitet, frihet och kontroll är några av de begrepp som resoneras kring. Resultatet visar på differenser i vinmakarnas föreställningar om naturvin vilket skapar svårigheter i att enas om en definition och certifiering. Möjligheten för en EU-reglerad certifiering av naturvin är utifrån producenternas föreställningar och drivkrafter begränsad som följd av deras varierande åsikter och arbetssätt. / The following study is an inductive qualitative study based on semi-structured interviews. The purpose was to explore European natural wine producers' perceptions of a certification of natural wine regulated by the EU. The background of the study illuminates the complexity of the concept of natural wine, as well as certifications and their effects on the market. Additionally, the study's theoretical framework, Conscious Capitalism, is presented. Collected data was transcribed and analyzed using an inductive thematic analysis. The discussion utilizes the theoretical framework to contextualize the findings in relation to the market and certifications. Authenticity, freedom, and control are among the concepts that are reflected upon. The results reveal variations in the participants' perceptions of natural wine, which pose difficulties in reaching a consensus on a definition and certification. The possibility of an EU-regulated certification of natural wine is limited based on the producers' beliefs and motivations as a result of their varying opinions and working methods.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-09-24T16:00:30Z No. of bitstreams: 1 Virginia Westphalen Correa Moreira_.pdf: 4303860 bytes, checksum: 70fe161ff59553d67709d1a5c43ea759 (MD5) / Made available in DSpace on 2018-09-24T16:00:30Z (GMT). No. of bitstreams: 1 Virginia Westphalen Correa Moreira_.pdf: 4303860 bytes, checksum: 70fe161ff59553d67709d1a5c43ea759 (MD5) Previous issue date: 2018-05-24 / Nenhuma / Iniciativas que vão além de buscar somente geração de lucro estão ganhando cada vez mais espaço no meio empresarial, não apenas como projetos paralelos de responsabilidade social das organizações, mas como sua principal estratégia. Essas iniciativas estão relacionadas com o entendimento do importante papel da iniciativa privada na transformação e solução de problemas sociais existentes hoje. Neste contexto, a abordagem do Capitalismo Consciente (CC) define que o propósito de uma empresa deve ir além de gerar lucros e valor aos shareholders. Deve haver uma razão superior central para a empresa existir. Outra abordagem de negócios que provoca mudanças no mercado e quebras de paradigmas no ecossistema tradicional das empresas é a evolução dos negócios de plataforma. Nessas organizações são comercializadas as interações entre dois usuários finais e o valor adicionado para ambas as partes precisa ser claro, de forma a desenvolver a rede necessária. Esta dissertação une essas duas abordagens, com o objetivo de propor a configuração de um framework que sirva de apoio a empreendedores. Para tanto, adotou-se o método design research, constituído por cinco passos (consciência do problema, sugestão, desenvolvimento, avaliação e conclusão), que possibilita a construção e validação de um artefato. Após a consciência do problema e análise da literatura, foi elaborada a primeira versão do framework. A validação foi dividida em três fases, totalizando 12 especialistas entrevistados e cada etapa terminando com uma nova versão do artefato. O framework final é composto por um núcleo que compreende origem do propósito, início do desenvolvimento de rede e suporte financeiro; quatro quadrantes estáticos: Tecnologia, Gestão Consciente, Liderança e Rede; além de elementos divididos em 2 níveis de evolução, dentro dos quadrantes que correspondem às suas áreas de conhecimento. Entende-se que este estudo agrega conhecimento pois estabelece uma conexão entre as abordagens dos negócios de plataforma e do Capitalismo Consciente, exemplificando como isso pode ocorrer e seu potencial transformador. / Initiatives that go beyond seeking only profit generation are gaining more space in the business environment, not only as parallel CSR projects, but also as their main strategy. These initiatives are related to the understanding of the important role of private initiative in transforming and solving current social problems. In this context, the Conscious Capitalism (CC) approach defines that the purpose of a business must go beyond generating profits and value to shareholders. There must be a central purpose for the company to exist. Another business approach that causes market shifts and breaks paradigms in the traditional corporate ecosystem is the evolution of platform business. In these organizations the interactions between two end users are commercialized and the added value for both parties needs to be clear in order to develop the necessary network. This dissertation unites these two approaches, with the purpose of proposing the configuration of a framework that will support entrepreneurs. In order to do so, the design research method was adopted, consisting of five steps (problem awareness, suggestion, development, evaluation and conclusion), which allows the construction and validation of an artifact. After the awareness of the problem and analysis of the literature, the first version of the framework was elaborated. The validation was divided into three phases, totaling 12 experts interviewed and each stage ending with a new version of the artifact. The final framework is comprised of a core that understands purpose, initiation of network development and financial support; four static quadrants: Technology, Conscious Management, Leadership and Network; in addition to elements divided into two levels of evolution within the quadrants that correspond to their areas of knowledge. It is understood that this study adds knowledge since it establishes a connection between the approaches of the platform business and Conscious Capitalism, exemplifying how this can occur and its transforming potential.

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