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Når Kunnskap, Kvalitet Og Tilgjengelighet Ikke Er Nok

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Når Kunnskap, Kvalitet Og Tilgjengelighet Ikke Er Nok Når kunnskap, kvalitet og tilgjengelighet ikke er nok. En casestudie av Vinmonopolets legitimeringsarbeid og samfunnsansvar fra 2008 til 2014. Hanne Kristine Vederhus Masteroppgave i Organisasjon, ledelse og arbeid Institutt for sosiologi og samfunnsgeografi UNIVERSITETET I OSLO August 2014 1 2 © Hanne Kristine Vederhus 2014 Når kunnskap, kvalitet og tilgjengelighet ikke er nok. En casestudie av Vinmonopolets legitimeringsarbeid og samfunnsansvar fra 2008 til 2014. Hanne Kristine Vederhus http://www.duo.uio.no Trykk: OKPrintShop 3 4 Sammendrag I dag er samfunnsansvar (corporate social responsibility) et velkjent begrep, både i og utenfor akademia. I tillegg til at private virksomheter tar samfunnsansvar, og forteller om at de gjør det, har begrepet og dets betydning slått rot også i offentlige virksomheter. Det norske Vinmonopolet AS er en av disse offentlig finansierte virksomhetene, som siden 2008 har lagt ned fokusert arbeid med å utvide sitt samfunnsansvar som nå omfatter svært mye mer enn å oppfylle det statlig pålagte samfunnsoppdraget. Samme år som arbeidet med CSR tok til for fullt, endret Vinmonopolet sin visjon til å hete ”Vi skal gjøre oss fortjent til folks støtte”. I stor grad dreier denne oppgaven seg om Vinmonopolets omfattende arbeid for å leve ut denne visjonen, som ifølge Vinmonopolets styre signaliserer at vinmonopolordningen ikke kan tas for gitt. I tillegg til et utvidet samfunnsansvar har Vinmonopolet de seneste årene tatt steget til sosiale medier, og uttrykker generelt at det å bli oppfattet som en moderne virksomhet er ønskelig. Særlig nyinstitusjonelle termer som mimetisk og normativ isomorfi, samt begrepene legitimitet og legitimeringsarbeid, bidrar i denne oppgaven til å forstå endringene som har foregått hos Vinmonopolet fra 2008 og frem til i dag. Særlig ved hjelp av begrepet legitimeringsarbeid analyserer jeg Vinmonopolets økte fokus på samfunnsansvar, samt andre aspekter og endringer som viser til virksomhetens ønske om å fremstå som en moderne virksomhet. Oppgaven diskuterer hvordan Vinmonopolet, som offentlig finansiert virksomhet og med utfordrende omgivelser, arbeider med å legitimere seg og sitt virke overfor flere interessentgrupper. Å beholde legitimitet, både politisk og i befolkningen, fremtoner seg som essensielt for det statlig eide Vinmonopolet. Fortsatt eksistens krever tilpasningsdyktighet. Ved både å si noe om forholdet mellom offentlige og private virksomheter, samt forholdet mellom organisasjoner og deres omgivelser, søker studien først og fremst å gi et bidrag til det det akademiske feltet kalt organisasjonsstudier. Samtidig kan studien ha praktisk overføringsverdi til andre og kanskje særlig offentlige organisasjoner, som i 5 likhet med Vinmonopolet befinner seg i en situasjon hvor det kontinuerlig må legges ned innsats for å opprettholde legitimitet. 6 Takk Jeg vil først og fremst takke mine to kunnskapsrike veiledere fra Universitetet i Oslo, Haldor Byrkjeflot og Håkon Larsen, som med konstruktiv kritikk og gode spørsmål har ledet meg frem i dette prosjektet. I tillegg vil jeg takke Lars E. Johannessen for gode forslag, kommentarer og korrektur. Jeg verdsetter dine ærlige og humoristiske, men likevel over gjennomsnittet akademiske og gjennomtenkte innspill. Erlend M. Aas – takk også til deg for nyttige råd og korrekturlesning i innspurtsfasen. Jeg ønsker samtidig å rette en stor takk til Vinmonopolets Hege B. Øvsthus, Halvor B. Lorentzen og Kai G. Henriksen for intervjuer, mailkontakt og nyttig informasjon fra Vinmonopolet. Sist men ikke minst ønsker jeg å takke mine to oppmuntrende foreldre som aldri er lenger enn en telefonoppringning unna, og som med tålmodig sinnelag skjønner når de bare skal spørre om hva jeg spiste til middag. Helga og Kjell-Åge Vederhus, denne masteroppgaven er uten tvil dedisert til dere. 7 8 Innholdsfortegnelse SAMMENDRAG ................................................................................................................................................. 5 TAKK .................................................................................................................................................................. 7 1. INTRODUKSJON ........................................................................................................................................ 11 1.1 ”VI SKAL GJØRE OSS FORTJENT TIL FOLKS STØTTE” ........................................................................................... 11 1.2 SAMFUNNSANSVAR SOM OVERORDNET FOKUS ................................................................................................... 12 1.3 VINMONOPOLETS SAMFUNNSANSVAR OG MODERNISERINGSTILTAK SOM LEGITIMERINGSARBEID ........... 13 1.4 PROBLEMSTILLING ................................................................................................................................................... 14 1.5 OPPGAVENS STRUKTUR ........................................................................................................................................... 16 2. TEORI ........................................................................................................................................................... 17 2.1 ORGANISASJONERS SAMFUNNSANSVAR (CSR) ................................................................................................... 17 2.1.1 KRITIKK AV SAMFUNNSANSVAR ......................................................................................................................... 19 2.1.2 TELENOR-SKANDALEN: MANGLENDE GJENNOMFØRING AV SAMFUNNSANSVARLIG ARBEID .................. 21 2.2. NYINSTITUSJONALISME .......................................................................................................................................... 22 2.2.1 ISOMORFISME ........................................................................................................................................................ 23 2.2.2 ORGANISASJONSFELT ........................................................................................................................................... 24 2.3 LEGITIMITET .............................................................................................................................................................. 25 2.3.1 ORGANISATORISK LEGITIMITET OG LEGITIMERING ........................................................................................ 26 2.3.2 LEGITIMERINGSARBEID ....................................................................................................................................... 27 2.3.3 LEGITIMITET VERSUS OMDØMME ....................................................................................................................... 28 2.4 RETORIKK .................................................................................................................................................................. 31 3. DATA OG METODE ................................................................................................................................... 33 3.1 EMPIRISK MATERIALE .............................................................................................................................................. 33 3.2 CASESTUDIER ............................................................................................................................................................ 34 3.3 TROVERDIGHET, BEKREFTBARHET OG OVERFØRBARHET ................................................................................. 35 3.4 INTERVJUPERSONENE .............................................................................................................................................. 36 3.5 FORSKNINGSINTERVJUET SOM METODE ............................................................................................................... 38 3.6 INFORMERT OG FRITT SAMTYKKE .......................................................................................................................... 39 4. VINMONOPOLETS SAMFUNNSOPPDRAG, SAMFUNNSANSVAR OG KONTEKST ................... 41 4.1 SAMFUNNSOPPDRAG ................................................................................................................................................ 41 4.2 SAMFUNNSANSVAR ................................................................................................................................................... 43 4.3 HVEM ER VINMONOPOLET? .................................................................................................................................... 44 4.3.1 VINMONOPOLETS SOSIALE KONTROLL: LANGE RØTTER ................................................................................ 45 4.3.2 KOLLEKTIVISTISK TANKEGANG .......................................................................................................................... 46 4.3.3 VINMONOPOLET ANNO 2014 ............................................................................................................................. 46 4.4 VINMONOPOLETS UTFORDRINGER: OMGIVELSER I ENDRING ........................................................................... 48 4.4.1 TILGJENGELIGHET ................................................................................................................................................. 48 4.4.2 ”NETTSAMFUNNET” ............................................................................................................................................. 49 4.4.3 TRENDER OG ENDREDE
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