'Universidad de Sevilla - Secretariado de Recursos Audiovisuales y Nuevas Tecnologias'
Publication date
01/01/2005
Field of study
The managerial answers to the demands to the environment conservation are varied: some companies
have opted for ignoring such pressures, while other companies have assumed an environmental
responsibility. However, inside this group, we could observe different postures: companies that try to be
anticipated to the pressures and demands of the stakeholders (proactive position) and companies that are
limited to respond to such pressures and demands (reactive position). By the other hand, in the last case
companies can have two different objectives: (a) to pursue an image of concern for the environment,
without incorporating the environmental variables in their management models and the making decisions
processes and (b) to assume a environmental responsibility incorporating the environmental variables to
their management processes and developing instruments to improve their environmental performance.
The aim of this paper is to analyze the strategy followed by a Portuguese company belonging to the paste
and paper sector