Corporate Values: The Case of Seguros Unimed (Unimed Insurance) Brazil

Written by Denise Barbosa Fejgelman In its 19 years of existence, Seguros Unimed (Unimed Insurance) has improved the relationship with its strategic public, based on ethical principles and socially responsible performance. Being part of the largest cooperative medical system in the world (Unimed System), this public company has in its history a philosophy of cooperatives. In 2006, together with Unimed of Brazil and over 170 affiliated cooperatives in the country, Unimed Insurance participated in the construction of a Professional Code of Conduct, to guide the personal and professional conduct of directors and employees within the cooperative Unimed system. Values were also described in this code, which should be shared with Unimed Insurance. However, as they were defined without the involvement of its employees, the document do not reflect the entirety culture of the insurer. Knowing that the values of a company only really exist when they are put into practice and demonstrated from its role in society, Unimed Insurance sought a methodology to formalize them in a shared manner with its employees and had resonance both internally and externally. As this challenge could only be achieved with the integration of several areas of the company, a committee was organized, initially composed of managers of Communications, Social Responsibility and Human Resources, which undertook to search the market for a methodology that meets the needs of the company. Download Case Study Download (Free for Members. See more about Joining)

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