EACH CHOICE A RESIGNATION: IS IT POSSIBLE TO BE COMPETITIVE AND SUSTAINABLE?

• Autor(a) principal: Castro, Aline Eggres de
• Data de Publicação: 2020
• Outros Autores: Marques, Carolina Sampaio, Duarte, Tatiane Lopes, de Oliveira, Marta Olivia Rovedder, Bichueti, Roberto Schoproni
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Estratégia e Negócios
• Texto Completo: https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/6386
• topic: Socio-environmental Responsibility; Corporate sustainability; Greenwashing; shared value; Discourse analysis.; Responsabilidad Socioambiental; Sostenibilidad Empresarial; Greenwashing; valor compartido; Análisis de discurso.; Responsabilidade Socioambiental; Sustentabilidade Empresarial; Greenwashing; valor compartilhado; Análise de discurso.

This study has the objective of analyzing three companies that use Corporate Social Responsibility practices in order to verify if they appropriately align sustainability and competitiveness, noting that corporate actions would not be only superficial practices aimed at promoting their institutional image. The companies analyzed were: Lush Cosmetics, Kimberly Clark and Mercur. The collected data were interpreted by the discourse analysis technique. The results indicated that companies are genuinely concerned with sustainability issues, but the main impact involved the raw materials used, since they are resources that come from the exploitation of natural ecosystems.