Corporate Sustainability as a Competitive Strategy in Brazilian Companies

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Danielly Rodrigues da Silva
Estela Pitwak Rossoni
Flávio de São Pedro Filho
Marcos Tadeu Simões Piacentini
Alexandre Leonardo Simões Piacentini
Alexandre de Freitas Carneiro


Only sustainable practices make it possible to guarantee the existence and usufruct of natural resources for coming generations. Certain Brazilian companies were classified in 2016 as the most sustainable companies in the cosmetics sector, according to the Exame sustainability guide; the objective of this study was to describe the sustainability activities that they implemented. The deductive method and qualitative approach were adopted, with reading and data analysis of the companies classified in the ranking of Revista EXAME in 2016. Research of an exploratory and descriptive character was used to organize, describe and compare the sustainable practices of the companies. The attitudes in the companies were perceived to involve awareness but some restriction in the steps of sustainable practices and beliefs, with some way still to go, since not all the companies are normally aware of the importance of these practices, and they often intend merely to respect the laws and environmental rules, not taking into account the fact that the environment should be respected. The results obtained confirm that the continuous sustainable actions developed by Natura, Avon and Grupo Boticário are essential and such activities contribute to the renovation, preservation, and conservation of natural resources, which should serve as a reflection and alert not only for other companies but also for society as a whole.


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Rodrigues da Silva, D., Pitwak Rossoni, E., São Pedro Filho, F. de, Piacentini, M. T. S., Piacentini, A. L. S., & Carneiro, A. de F. (2019). Corporate Sustainability as a Competitive Strategy in Brazilian Companies. International Journal for Innovation Education and Research, 7(4), 159-171.
Author Biographies

Danielly Rodrigues da Silva, Federal University of Rondonia, Brazil

Bachelor in Accounting Sciences. Federal University of Rondônia, Rondônia, Brazil.

Estela Pitwak Rossoni, Federal University of Rondonia, Brazil

Doctor in Administration and Professor in the Department of Accounting Sciences of the Federal University of Rondônia.

Flávio de São Pedro Filho, Federal University of Rondonia, Brazil

Post-Doctor in Management and Economics from the University of Beira Interior (UBI), Covilhã, Portugal. Ph.D. in Business Administration from the University of São Paulo, Brazil. Professor and Researcher at the Federal University of Rondônia, where he teaches Social and Environmental Management in the Master in Administration. Coordinator of GEITEC / UNIR / CNPq, Brazil.

Marcos Tadeu Simões Piacentini, Federal University of Rondonia, Brazil

Master in Administration and Professor in the Administration Department of the Federal University of Rondônia.

Alexandre Leonardo Simões Piacentini, Federal University of Rondonia, Brazil

Master in Administration and Professor in the Department of Forestry Engineering of the Federal University of Rondônia.

Alexandre de Freitas Carneiro, Federal University of Rondonia, Brazil

Master in Administration and Professor in the Department of Accounting Sciences of the Federal University of Rondônia.


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