Sustentabilidade empresarial: Análise de caso à luz da estratégia como prática

Abstract

This article aims to analyze the flow of strategic actions (praxis) developed by Fujiro strategists related to sustainability strategic practice in the economic, environmental and life quality perspective. The theoretical basis used covers sustainable development and strategy-as practice approach. Was developed a case study with the company Fujiro, company that produces green shirts and ecological bags. Was opted for a qualitative approach of descriptive-explanatory nature as well as by conducting interviews, participation in discussions and document analysis to collect data. Content analysis was used for data analysis. The environmental aspect is closely related to the company's focus on manufacturing environmentally friendly products, produced from recycled materials. Regarding the economic issue, it was found that the company is in the process of expansion and, as pointed out by one of the founders, grew more than the founders had expected. In the matter of life quality, the company can perform some actions such as generation of employment, withdrawal of PET bottles from the environment and monitoring the environmental impact of its suppliers. There was observed that Fujiro's use of sustainability becomes a practical strategy for the organization.