R R R R RESUMO ESUMO ESUMO ESUMO ESUMOEste artigo tem por origem uma dissertação de mestrado em administração. Seu objetivo é divulgar resultados referentes à adoção de estratégias de Produção Mais Limpa (PML), como forma de começar a adequar-se aos novos padrões de produtos saudáveis e limpos, exigidos pelo mercado consumidor, e que culminaram com a geração de inovações e de competitividade para a empresa. O método de pesquisa utilizado foi o estudo de caso. A empresa pesquisada foi a Fazenda Cerro do Tigre (FCT), de Alegrete, RS, Brasil, produtora de arroz irrigado. Os resultados indicam que a empresa, quando começa a preocupar-se com as questões ambientais e adota estraté-gias de Produção Mais Limpa, começa a usufruir de um processo de melhoria contínua, que propicia o surgimento de inovações em todos os sentidos (processo, produto e gerência). A principal conclusão é que a PML facilita o surgimento de inovações e que estas inovações facilitam o alcance da competitividade.Palavras-chaves: produção mais limpa; inovação; competitividade; questões ambientais; agronegócio. A A A A ABSTRACT BSTRACT BSTRACT BSTRACT BSTRACTThis paper results from a research for a Master in Business Administration dissertation. Its objective is to disclose results related with the adoption of strategies of Cleaner Production (CP), as a manner of beginning to adapt agronomical activity to new patterns of healthy and cleaner products, demanded by the consuming market, and that culminated with the generation of innovations and competitiveness for the firm. The research method was the case study. The research was made in a farm called Fazenda Cerro do Tigre (FCT), located in Alegrete, RS, Brazil, which deals with the irrigated rice cropping. The results indicate that when the firm begins to concern about the environmental issues and adopts strategies of Cleaner Production, it begins to make good use of a continuous improvement process, which propitiates the appearance of innovations in all segments (process, product and management). As an import conclusion, it is possible to say that the CP adoption facilitates the generation of innovations. The innovations, by their turn, facilitate the attainment of the competitiveness.

This paper aims at discussing some concepts regarding technological forecasting techniques (TFTs) and competitive intelligence (CI) and presents some links between them in a strategic approach based in a theoretical review. These techniques are considered as tools for improving the innovation process within firms. This paper analyzes, via a business case, how a Brazilian electronic company, Digitel SA, which produces modems and multiplexers for internal and global markets, deals with these techniques as a way of improving its process of innovation to achieve competitive advantage.

New concepts in environmental legislation are now going from the command-and-control rule to the prevention, promotion and extended producer responsibility. In addition to international certification standards such as ISO 14000, other aspects such as competitive strategic issues, new market opportunities, process innovation, products and services, are showing that for the industry sector, protection of the environment can be considered good for business. Several indicators show evidence of this. One such indicator is green procurement activities ongoing at several levels and in several locations. Elaboration of guidelines on how to include green procurement in public policy are under discussion or are definitive established by governments such as Canada, the USA and the EU. These are some very important examples of environmental indicators. To understand this field better, we have conducted an investigation into the green procurement activities of industry and the tourism sector. In some sectors, such as tourism, environmental protection gives additional features and added-value. An analysis of the tourism sector has been performed, taking into account laws, procurement activities, corporate strategies, consumer behaviour, innovations both implemented and planned. Positive signals from industry and sectors such as tourism show that environmental protection is a must for all of us and its adoption is strongly recommended in several fields, such as industry and tourism, investigated in this study.