No abstract

Driven by improvements in the understanding and the growing importance of sustainability engagement among individuals and companies, this study aims to analyze the sustainable development of a renowned Consumer Goods Company. Natura &Co is a Brazilian multinational that forms among the five largest global beauty corporations, owning four major brands-Avon, The Body Shop, Aesop, and Natura. This study used a case study methodology and had the objective of analyzing the strategies adopted by the company through time while engaging in the global sustainability agenda. It also covers a gap in the literature in analyzing Latin American multinationals. The company is assessed through a case summarized into a sustainability motivations framework of four quadrants, namely social insurance, market success, legitimacy, and process improvement. As one of the main findings, the case confirms literature indications of the evolution of sustainability motivations and strategies from simple compliance with the law and social rules into innovation and differentiation, which allowed the company to compete globally.

This article proposes a framework of corporate motivations for sustainability based on the study of sustainability engagement most prevalent in the different UN-defined macro-regions. Four main motivations were uncovered in the literature: Legitimacy -the perception that the actions are appropriate within a system of norms and beliefs; Market Success -increase in turnover, brand equity, or innovation due to sustainable practices; Process Improvement -sustainabilityoriented optimization of processes; and Social Insurance -preemptive insurance against reputation or goodwill losses. Field articles were selected via a bibliometric review to develop the propositions. They indicate which motivations are of more academic concern in general and in Asia, Africa, Europe, Latin America and the Caribbean, Northern America, and Oceania. Legitimacy appears as the most prevalent motivation, followed by Market Success. More developed regions tend to have more studies on Market Success, while Social Insurance seems linked to less developed markets, where corporations must provide access to needs beyond their business.

Este caso de ensino tem como questão central os desafios para a sobrevivência da empresa Ccaps Translation and Localization – empresa do segmento de localização de software, que é a adaptação de programas de computador para outros países, idiomas e culturas. O caso foi estruturado para desenvolver o conhecimento de alunos em cursos de graduação ou pós em Administração de Empresas e Engenharia de Produção, em particular nas disciplinas de estratégia e inovação. O caso possibilita que os alunos apreendam os conceitos fundamentais da Teoria da Inovação Disruptiva e da Ambidestria Organizacional. A primeira teoria descreve o impacto e desafios suscitados por inovações como as que ameaçam a sobrevivência da Ccaps e a segunda constitui instrumento estratégico para vislumbrar alternativas viáveis e promissoras para perenizar a empresa. Os alunos devem ser conduzidos pelo professor para a análise crítica dos ambientes competitivos e das capacidades atuais e futuras da Ccaps, explorando o caráter inibidor (problemas e restrições) e habilitador (soluções e “alavancas”).