Vers une redéfinition de la stratégie RSE d'Exki: développement d'un environnement favorable à la co-génération d'idées créatrices

Abstract

Created in 2001, EXKi is a Belgian fast-casual company offering fresh, natural and seasonal products, partly coming from the organic and local agriculture. Since its creation, the company has been a pioneer in its market by implementing a CSR strategy through its ReThink plan. However, over time, actions related to this plan have lost their focus and are no longer coordinated. The changing expectations of the society, the EXKi’s rapid growth, the increasing competition and the huge employee’s turnover have led to a gradual loss of the impact of this plan. Following these observations and knowing that ReThink is the cornerstone of EXKi’s culture, the company recognises today a real need and desire to rework its CSR strategy by simultaneously reinforcing the workers’ engagement and motivation. Therefore, our goal is to create an environment conducive to the co-generation of creative ideas in order to establish a collaborative and empowering CSR strategy for EXKi’s employees. To this end, the project involves implementing a collaborative platform accessible by all of the company’s workers as well as defining the first main CSR strategic orientations the company should take into consideration in the rest of its approach. The mission starts with an in-depth analysis of EXKi’s strategy and organisation. This diagnosis supports the company’s need to rework on some points of its strategy. To confirm ReThink is the part of the strategy that needs to be reviewed, the second chapter precisely highlights factors supporting this theory and explains why the company has to do it in a bottom-up approach. The next chapter is about analysing the company’s current CSR strategy, comparing it to the one of its competitors and best-in-class as well as depicting what its clients want in order to finally identify and provide EXKi with few main orientations. The fourth chapter explains what kind of platform has been implemented to get workers participate to the project. A comparison between the results collected on the platform with the results collected from the previous analysis will also be made, as well as how changes were managed and facilitated. Finally, the conclusion presents the project’s overall results and outlines some recommendations for the future of the project and EXKi’s CSR strategy as a whole.