GUARANA ORGANIC: FAIR TRADE AND GREEN DEVELOPMENT

• Autor(a) principal: Bastos, Adriana Teixeira
• Data de Publicação: 2014
• Outros Autores: Carmo, Cora Franklina do, Matos, Fátima Regina Ney, Ogasavara, Mário Henrique
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Administração (São Paulo. Online)
• Texto Completo: https://raep.emnuvens.com.br/raep/article/view/48
• topic: sustainability; fair trade; guarana; Amazonian Indians; international trade; sustentabilidade; comércio justo; guaraná; índios da Amazônia; comércio internacional

This case presents the Wará Project, which develops sustainable production in harmony with nature in order to add value and educate consumers, as well as ensure production for present and future generations (WCED, 1991). The case illustrates the dilemma between possible economic growth against the backdrop of international business and ethical and cultural issues, which take into account not only economic sustainability, but primarily environmental and socialsustainability. This comprises a complex story, as it incorporates elements from various areas of knowledge, such as international strategy, sustainable development, ethics and social organization. The main issue for discussion in this teaching case is the identification of how the Consortium Peoples Aisó Ayira, responsible for Project Wará, can protect against the competition, which offers a similar, cheaper product, to ensure their sustainability.