Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The activity of Natura from the perspective of sustainable development and of corporate social responsibility

The activity of Natura from the perspective of sustainable development and of corporate social... Purpose – The purpose of this paper is to discuss whether it is possible to reconcile the objectives of sustainable development (SD) with a company's socially responsible performance in the Brazilian Amazon. The relationship between the concepts of SD and corporate social responsibility (CSR) is presented. Design/methodology/approach – The case study method was used, based on the analysis of the Saboaria (soaps factory) of the Brazilian cosmetics company Natura. Findings – The study demonstrated the coexistence and integration of both concepts, translated into strategies and practices of organizational management. Research limitations/implications – The fundamental limitation of the paper is that it is formed using secondary data, collected from the internet and printed media. Conducting further research using primary data, such as interviews or surveys with Natura's managers, Natura's consumers, or Natura's employees/community, and for a longer period to analyze the Natura Saboaria experience is necessary. Practical implications – The major implication for practice is that a sustainable strategy is necessary on a wide sense, not just in line with economic dimension. Originality/value – This study integrates the literatures on SD and CSR to a series of business projects geared towards the sustainable use of the Amazon's resources, in pursuit of socially responsible behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research: The Journal of the Iberoamerican Academy of Management Emerald Publishing

The activity of Natura from the perspective of sustainable development and of corporate social responsibility

Download PDF
18 pages

Loading next page...
 
/lp/emerald-publishing/the-activity-of-natura-from-the-perspective-of-sustainable-development-9rZnv2pkVX
Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1536-5433
DOI
10.1108/1536-541011089402
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to discuss whether it is possible to reconcile the objectives of sustainable development (SD) with a company's socially responsible performance in the Brazilian Amazon. The relationship between the concepts of SD and corporate social responsibility (CSR) is presented. Design/methodology/approach – The case study method was used, based on the analysis of the Saboaria (soaps factory) of the Brazilian cosmetics company Natura. Findings – The study demonstrated the coexistence and integration of both concepts, translated into strategies and practices of organizational management. Research limitations/implications – The fundamental limitation of the paper is that it is formed using secondary data, collected from the internet and printed media. Conducting further research using primary data, such as interviews or surveys with Natura's managers, Natura's consumers, or Natura's employees/community, and for a longer period to analyze the Natura Saboaria experience is necessary. Practical implications – The major implication for practice is that a sustainable strategy is necessary on a wide sense, not just in line with economic dimension. Originality/value – This study integrates the literatures on SD and CSR to a series of business projects geared towards the sustainable use of the Amazon's resources, in pursuit of socially responsible behavior.

Journal

Management Research: The Journal of the Iberoamerican Academy of Management – Emerald Publishing

Published: Nov 12, 2010

Keywords: Sustainable development; Corporate social responsibility; Brazil

References

  • Agencia Estado
    Agestado
  • Organisational strategies for sustainable development: developing a research agenda for the new millennium
    Banerjee, S.B.
  • Interview: Jeffrey Sachs: a cura da pobreza
    Barella, J.E.
  • The complementarity between corporate governance and corporate social responsibility
    Beltratti, A.
  • Bolsa de Valores do Estado de São Paulo
    BOVESPA
  • Social Responsibilities of Businessmen
    Bowen, H.R.
  • A three‐dimensional conceptual model of corporate social performance
    Carroll, A.B.
  • Corporate social responsibility: evolution of a definitional construct
    Carroll, A.B.