Estudo das estratégias sob a perspectiva da sustentabilidade corporativa

Abstract

This study aimed to identify the prevailing thoughts in Brazilian cosmetics companies regarding sustainability that brought higher level of complexity to the business environment. Hence, we applied a questionnaire in companies of this industry, obtaining a sample with 102 respondents. The results of this study indicate that companies in the cosmetic industry claim to have knowledge of the concepts of sustainability, and this is seen as a possibility for improving operational efficiency and competitive advantage. Most companies have sustainability linked to marketing or commercial areas, which may signal a greenwashing practice. Most companies believe that sustainability is sometimes important, and there is at least some investment in this agenda. Sustainability is sometimes strategically important for competitiveness and has changed companies’ “way of doing business”, since there are signs that there exists an integration of operational strategies with concepts of sustainability