Boel, Oliver Jøhnk

Koch-Rasmussen, Amalie Katrine

Napiorkowski, Marta

Olsen, Felix Sebastian

Pedersen, Michelle Boysen

Hovedtemaet i projektet; Magt, samarbejde og CSR - Et studie af magtfordelingen i samarbejdet mellem Novo Nordisk og World Diabetes Foundation, er samarbejdet mellem Novo Nordisk og World Diabetes Foundation og hvorledes magten opstår og påvirker samarbejdet mellem de to institutioner. Analysen i projektet analysere hvordan diskurser er artikuleret i de to dokumenter; Novo Nordisk årsskrift og World Diabetes Foundation Code of Conduct. Analysen er teoretisk funderet i Faircloughs kritiske diskursanalyse og Laclau og Mouffes diskurs teori. I Novo Nordisk årsskrift figurer flere forskellige diskurser, hvor de to fremtrædende diskursordener i dokumentet er; ”udfordringer kan håndteres” og ”samarbejde kan være en løsning på en udfordring”. De to fremtrædende diskursordener i World Diabetes Foundation Code of Conduct er; ”at hjælpe med at forbedre levevilkår” og ”at føre virksomhed”, hvorved hegemoniet her udgøres af den første diskursorden. I relation til diskursordenerne i de to dokumenter analyseres magtforholdet mellem Novo Nordisk og World Diabetes Foundation. Analysen tager afsæt i Foucaults forståelse af magtbegrebet til at udlede magten i de sociale relationer. Magten anså Foucault ikke som værende noget, der kunne udøves eller for værende en substans, men han anså denne for at virke direkte og finde sted i alle sociale relationer. Ved analysen af magtformer i samarbejdet mellem de to aktører defineres magtrelationen i samarbejdet som værende relationel magt, bevidsthedskontrollerende magt og institutionel magt. I samarbejdet er det særligt bevidsthedskontrollerende magt, der udspiller sig mellem de to aktører, da Novo Nordisk søger at påvirke World Diabetes Foundation interesser, så disse er i overensstemmelse med Novo Nordisks interesser i samarbejdet. Samarbejdet, der udspiller sig mellem de to aktører, kan derfor ikke defineres som et samarbejde, men ikke desto mindre, udspiller der sig et samarbejde mellem de to aktører, som anses for værende et strategisk værktøj til opnåelse af resultater, der er gunstige for virksomhedens fremtidige virke.The main theme of the project; Power, cooperation and CSR - A study of the distribution of power in the collaboration between Novo Nordisk and World Diabetes Foundation, is the CSR cooperation between Novo Nordisk and World Diabetes Foundation and how power occurs and influences the CSR collaboration between the institutions. The analysis of the project analyses how discourses are articulated in the two documents; The Annual Report of Novo Nordisk and World Diabetes Foundation Code of Conduct. The analyse is based on Fairclough’s Three Dimensional Critical Discourse Analysis and Laclau and Mouffe’s Discourse Theory. In The Annual Report of Novo Nordisk occur several different discourses in which the two most prominent order of discourse are; "challenges can be managed" and "cooperation may be a solution to a challenge". The prominent orders of discourse in the Code of Conduct document by World Diabetes Foundation are; “to help improving living conditions” and “to run a business” by which the hegemony is defined by the first order of discourse. The orders of discourse in the two documents constitute the base of the analysis in which the power structure between Novo Nordisk and World Diabetes Foundation has been analysed by. Theoretical starting point of the analysis is Foucault's understanding of the concept of power to extract power in the social relation. Foucault did not consider power as something that could be exercised or could occur as a substance, but he considered this to take place in every social relations. In the analysis of the power forms of the cooperation is defined by power structure as relational power, consciousness controlling power and institutional power. It is particularly consciousness controlling power, which takes place between the two operators, as Novo Nordisk seeks to influence the World Diabetes Foundation interests. As a result, the cooperation that takes place between the two operators cannot be defined as a partnership. Nevertheless, the arena of cooperation is considered to be a strategic tool to achieve results that are favourable to the company's future activities

Power, cooperation and CSR: a study of the distribution of power in the collaboration between Novo Nordisk and World Diabetes Foundation

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