These companies with no CEO are thriving

271,975 views ・ 2022-09-20

TED-Ed


Please double-click on the English subtitles below to play the video.

Prevodilac: Milenka Okuka Lektor: Ivana Korom
00:07
There's a grocery store in Brooklyn, New York,
0
7754
2252
Postoji trgovina u Bruklinu u Njujorku
00:10
with sales per square foot 4 times as high as any other grocery store
1
10006
4171
sa prodajom po metru kvadratnom četiri puta većom od bilo koje druge prodavnice
00:14
in the area.
2
14177
1084
u toj oblasti.
00:15
10,000 people work there, and it doesn’t have a CEO.
3
15261
3962
U njoj radi 10 000 radnika, a nemaju izvršnog direktora.
00:19
This place is the Park Slope Food Co-op,
4
19682
2211
Ovo mesto je zadruga Park sloup fud,
00:21
and it’s one of 3 million cooperatives, or co-ops for short, around the world.
5
21893
4462
i jedna je od tri miliona zadruga koje postoje širom sveta.
00:27
Co-ops are a big part of the global economy:
6
27440
2669
Zadruge čine veliki deo globalne ekonomije:
00:30
they employ 280 million people— 10% of the world’s workforce
7
30109
4254
zapošljavaju 280 miliona ljudi, tj. 10% svetske radne snage,
00:34
and the equivalent of over $2 trillion flow through their doors every year.
8
34363
4171
a ekvivalent od preko dva biliona dolara cirkuliše kroz njih svake godine.
00:39
How is it possible that a business with 10,000 workers doesn’t have a CEO?
9
39243
4547
Kako je moguće da firma sa 10 000 radnika nema izvršnog direktora?
00:45
To answer that, we have to talk about what a co-op is and why they were founded.
10
45083
4212
Kako bismo odgovorili, moramo da govorimo o tome šta su zadruge i zašto su osnovane.
00:49
Let’s rewind to 1844.
11
49796
2210
Premotajmo nazad do 1844.
00:52
A group of 28 weavers in Rochdale, England
12
52006
3045
Grupa od 28 tkalja u Ročdejlu u Engleskoj
00:55
came together to create and co-own a store.
13
55051
3420
se okupila kako bi osnovala i zajedno posedovala radnju.
00:58
By buying in bulk directly from suppliers, they could negotiate prices,
14
58471
3795
Kupujući na veliko direktno od dobavljača, mogli su da pregovaraju o cenama,
01:02
which allowed all of them to buy stuff they couldn't otherwise afford.
15
62266
3504
što im je omogućilo da kupuju stvari koje inače ne bi mogli da priušte.
01:06
They ran the store collectively and democratically,
16
66145
2670
Upravljali su radnjom kolektivno i demokratski,
01:08
which was remarkable at the time.
17
68815
1751
što je bilo zadivljujuće u to vreme.
01:11
The Rochdale Society of Equitable Pioneers wasn't the world's first co-op,
18
71234
4212
Ročdejlsko udruženje ravnopravnih pionira nije prva zadruga na svetu,
01:15
but it was the first to publicize its principles—
19
75446
2753
ali jeste bila prva koja je publikovala svoje principe -
01:18
principles that guide co-ops to this day.
20
78199
2544
principe kojima se do danas vode zadruge.
01:20
Today, there are all kinds of co-ops:
21
80868
1919
Danas imamo razne vrste zadruga:
01:22
REI in the US and S-Group in Finland are large consumer co-ops.
22
82787
4087
REI u SAD-u i S-grupa u Finskoj su velike potrošačke zadruge.
01:26
Credit unions and mutual insurance companies are financial sector co-ops.
23
86999
3838
Kreditne zadruge i društva za uzajamno osiguranje
su zadruge u finansijskom sektoru.
01:30
And when farmers or other producers come together, that's a producer co-op.
24
90837
3753
A kada se zemljoradnici i drugi proizvođači udruže
radi se o zadrugama proizvođača.
01:35
And then there are worker co-ops,
25
95133
1626
A potom imamo radničke zadruge,
01:36
like Mondragon in Spain or The Cheeseboard in Berkeley, California,
26
96759
3587
poput Mondragona u Španiji ili Čizborda u Berkliju, Kaliforniji,
01:40
which are founded to provide jobs to people in the community.
27
100346
3003
koje su osnovane kako bi omogućile poslove za ljude iz komšiluka.
01:43
Some consumer co-ops, like Park Slope,
28
103766
2044
Neke potrošačke zadruge, poput Park sloupa,
01:45
require their members to work shifts in the store.
29
105810
2669
zahtevaju od svojih članova da rade u smenama u radnjama.
01:48
In exchange for their work, members pay 15 to 50% less for groceries,
30
108479
4588
U zamenu za njihov rad, članovi plaćaju 15 do 50 posto manje za namirnice
01:53
and they influence what products are— or aren’t— sold there.
31
113192
3295
i utiču na to koji proizvodi se hoće - ili neće - prodavati tu.
01:57
Three crucial things to know about co-ops:
32
117572
2168
Tri ključne stvari koje treba znati o zadrugama:
01:59
first, all co-ops are jointly owned by their members,
33
119740
3587
prvo, sve zadruge su u zajedničkom vlasništvu svojih članova,
02:03
whether those members are consumers, producers, workers, or whoever.
34
123327
3295
bilo da su ti članovi potrošači, proizvođači, radnici ili bilo ko.
02:07
Unlike traditional companies, which can have outside shareholders,
35
127123
3503
Nasuprot tradicionalnim firmama, koje mogu da imaju spoljne akcionare,
02:10
all owners of a co-op are also members.
36
130626
2670
svi vlasnici zadruge su takođe članovi.
02:14
Second, co-ops are not founded to maximize profit.
37
134255
3503
Drugo, zadruge se ne osnivaju zarad uvećanja profita.
02:17
Many do turn a significant profit, but that’s not their core mission.
38
137758
3754
Mnoge uistinu zarađuju značajan profit, ali to nije njihova osnovna misija.
02:21
So evaluating a co-op purely by traditional business metrics
39
141637
3337
Stoga procena zadruge isključivo tradicionalnom poslovnom metrikom
02:24
ignores the most important reason for their existence:
40
144974
3086
ignoriše najvažniji razlog njenog postojanja:
02:28
how well do they serve their members?
41
148102
2252
koliko dobro služi svojim članovima?
02:30
And third: co-ops are controlled democratically by their members.
42
150813
3921
I treće, zadrugama upravljaju demokratski njihovi članovi.
02:34
But how do decisions get made?
43
154859
2252
Međutim, kako se odluke donose?
02:37
It varies.
44
157111
1043
Nije svuda isto.
02:38
At a small worker co-op like The Cheeseboard,
45
158154
2210
U maloj radničkoj zadruzi poput Čizborda,
02:40
day-to-day operational decisions are just made by the workers.
46
160364
3963
operativne odluke na dnevnom nivou prosto donose njihovi radnici.
02:44
As co-ops get larger, they do institute some form of leadership or management.
47
164869
4254
Kako zadruge rastu, ustanovljavaju neki oblik rukovodstva ili menadžmenta.
02:49
Park Slope has a general manager who leads the 80 or so employees.
48
169457
4045
Park sloup ima generalnog menadžera koji predvodi oko 80 radnika.
02:53
And the largest network of worker and consumer co-ops in the world,
49
173502
3212
A najveća mreža radničkih i potrošačkih zadruga na svetu,
02:56
Mondragon, has a president and managers who lead
50
176714
2669
Mondragon, ima predsednika i menadžere koji predvode
02:59
the roughly 30,000 worker-owners and 50,000 contract workers.
51
179383
4380
otprilike 30 000 radnika-vlasnika i 50 000 radnika s ugovorom o delu.
03:04
But leadership roles in a co-op are very different than in a traditional company.
52
184055
4087
Vodeće pozicije pak u zadruzi su veoma različite nego u tradicionalnoj firmi.
03:08
The leadership implements policies that its members or worker-owners
53
188601
3462
Rukovodstvo primenjuje propise na koje su njihovi članovi ili radnici-vlasnici
03:12
have agreed upon, by vote.
54
192063
1877
pristali glasanjem.
03:13
And at Mondragon workers, can vote to fire the president.
55
193940
2836
A u Mondragonu radnici mogu da glasaju da otpuste predsednika.
03:17
At a co-op, there’s no single person
56
197860
2169
U zadruzi ne postoji jedna osoba
03:20
with overarching, top-down power over everyone else,
57
200029
3086
sa sveobuhvatnom, hijerarhijskom moći nad svima ostalima,
03:23
like a CEO would have in a traditional company.
58
203115
2878
kao što je slučaj sa izvršnim direktorom u tradicionalnoj firmi.
03:26
Meanwhile, in both co-ops and traditional companies,
59
206577
2503
U međuvremenu, i u zadrugama i tradicionalnim firmama,
03:29
major company-wide decisions are made by voting.
60
209080
3128
važnije odluke na nivou firme se donose glasanjem.
03:32
But who votes and how is wildly different.
61
212208
2878
Međutim, ko glasa i kako se uveliko razlikuje.
03:35
In a traditional company, voting rights usually come with shares of stock.
62
215419
4129
U tradicionalnoj firmi, pravo glasa obično dolazi sa deonicama.
03:39
The more shares you own, the more votes you have.
63
219548
2420
Što više deonica posedujete, više glasova imate.
03:42
Take Alphabet, the parent company of Google:
64
222426
2294
Uzmite Alfabet, majku-firmu Gugla:
03:44
there are thousands of shareholders,
65
224720
1794
ona ima na hiljade akcionara,
03:46
but the two founders control 51% of the votes
66
226514
2753
ali dva osnivača kontrolišu 51% glasova,
03:49
and therefore the direction of the company.
67
229267
2085
a samim tim i način poslovanja firme.
03:51
In a co-op, every member has the right to vote,
68
231811
2586
U zadruzi svaki član ima pravo glasa,
03:54
and in most co-ops, every member gets one vote.
69
234397
2794
a u većini zadruga, svaki član dobija jedan glas.
03:57
That difference results in radically different policies
70
237400
2627
Ta razlika rezultira u radikalno različitim politikama
04:00
than you’d find at traditional companies.
71
240027
2044
nego što biste zatekli u tradicionalnim firmama.
04:02
For example, Mondragon limits the salaries of its management
72
242280
3503
Na primer, Mondragon ograničava zarade svog menadžmenta
04:05
to about 6 times what the lowest paid worker makes.
73
245783
3086
na vrednost od oko šest puta najniže zarade njenog radnika.
04:09
In Spain, CEOs of traditional companies make, on average,
74
249245
3295
U Španiji, izvršni direktori tradicionalnih firmi u proseku zarađuju
04:12
143 times as much as a typical worker.
75
252540
2961
143 puta više od prosečnog radnika.
04:15
At Park Slope, there’s a monthly general meeting,
76
255918
2378
U Park sloupu se održava mesečni generalni sastanak
04:18
where any member can show up to vote,
77
258296
1793
na kom se bilo koji član može pojaviti i glasati,
04:20
and a motion needs a simple majority to pass.
78
260089
2419
a za odluku je potrebna prosta većina.
04:22
It then gets taken up by the Board of directors,
79
262550
2252
Nju potom preuzima bord direktora,
04:24
which is composed of co-op members, for official approval.
80
264802
3337
koji se sastoji od članova zadruge, radi zvanične potvrde.
04:28
At The Cheeseboard, the worker-owners try to reach consensus on major decisions.
81
268264
4713
U Čizbordu, radnici-vlasnici pokušavaju da postignu konsenzus za važnije odluke.
04:32
This means that some decisions can take a long time.
82
272977
2961
Ovo znači da je za neke odluke potrebno mnogo vremena.
04:36
For example, in the late 1970s,
83
276147
2169
Na primer, kasnih 1970-ih,
04:38
the workers debated whether to post a sign outside declaring
84
278316
3253
radnici su godinu ipo dana raspravljali da li da postave spoljni znak
04:41
that The Cheeseboard was a collective for one and a half years.
85
281569
3920
koji obznanjuje da je Čizbord kolektiv.
04:45
But the extensive discussion, and disagreements,
86
285656
2336
Međutim, iscrpne rasprave i neslaganja
04:47
around that decision made it a solid one—
87
287992
2294
oko te odluke su je učinile čvrstom -
04:50
The Cheeseboard still advertises the fact that it’s a collective
88
290536
3212
Čizbord i dalje reklamira činjenicu da je kolektiv
04:53
almost 50 years later.
89
293748
1793
skoro 50 godina kasnije.
04:55
And that’s not all that’s working well at co-ops.
90
295875
2419
A to nije jedino što dobro funkcioniše kod zadruga.
04:58
Studies in the UK show that co-op start-ups are almost half as likely
91
298544
3545
Studije iz Britanije pokazuju da startap zadruge imaju skoro dvostruko manje šanse
05:02
to close within five years as traditional businesses.
92
302089
3128
da se zatvore za pet godina u odnosu na tradicionalne firme.
05:05
And in one study, researchers polled 600 workers
93
305676
2586
A u jednoj studiji, istraživači su anketirali 600 radnika
05:08
at two in-home healthcare businesses:
94
308262
2211
u dva zdravstvena preduzeća za kućnu negu:
05:10
one was a worker co-op and the other was a traditional company.
95
310473
3295
jedno je bilo radnička zadruga, a drugo tradicionalna firma.
05:13
The workers did similar work with similar salaries.
96
313768
2669
Radnici su radili sličan posao sa sličnim platama.
05:16
The biggest difference?
97
316437
1376
Najveća razlika?
05:17
Co-op workers were about 40% happier with their jobs.
98
317813
3712
Radnici u zadruzi su bili oko 40 posto srećniji na svojim poslovima.
About this website

This site will introduce you to YouTube videos that are useful for learning English. You will see English lessons taught by top-notch teachers from around the world. Double-click on the English subtitles displayed on each video page to play the video from there. The subtitles scroll in sync with the video playback. If you have any comments or requests, please contact us using this contact form.

https://forms.gle/WvT1wiN1qDtmnspy7