O papel da comunicação interna no reforço da responsabilidade social corporativa interna das organizações de retalho alimentar

: o caso do Lidl Portugal

Abstract

In an era marked by a heightened social global consciousness and ethical imperatives, more than looking and thinking ethically about the outside world, it is urgent that organizations prioritize their employees in this crucial mission, which is the commitment to care for and support those who stand up for them every day. Organizational cultures focused on internal corporate social responsibility (RSCI) come to life through strategic and integrated internal
communication, in an interactive process from within the organization that encourages dialogue and the collection of feedback between the two parties. When this commitment is felt, employees are motivated, committed and employee engagement emerges as an outcome. However, a gap remains in the literature regarding RSCI and, with it, a consequent gap in the way in which internal communication can specifically contribute to this type of corporate
social responsibility. It is in this sense that this research arises, with the aim of understanding the impact of internal communication on reinforcing socially responsible cultures internally and how food retail employees perceive this same impact. Based on a mixed methodological analysis, the present study combines, at a qualitative level, the application of exploratory interviews with two managers of Lidl Portugal with documentary analysis, and at a quantitative level, the application of a questionnaire survey to the organization's employees. The results achieved in the present investigation confirm the decisive role of internal communication in reinforcing employees' perceptions and engagement with RSCI themes, with employees perceiving this relationship in a largely positive way at Lidl Portugal, although the reinforcement of face-to-face communication as
a priority remains a necessity. The results offer practical implications for all organizations that seek to improve their RSCI efforts and engagement levels with the respective themes, highlighting the potential for organizations to create more socially responsible and engaged workforces in today's ever-evolving corporate landscape.

Date of Award	18 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)