Corporate Sustainability as a Competitive Strategy in Brazilian Companies

• Danielly Rodrigues da Silva

  Federal University of Rondonia, Brazil

  Author

• Estela Pitwak Rossoni

  Federal University of Rondonia, Brazil

  Author

• Flávio de São Pedro Filho

  Federal University of Rondonia, Brazil

  Author

• Marcos Tadeu Simões Piacentini

  Federal University of Rondonia, Brazil

  Author

• Alexandre Leonardo Simões Piacentini

  Federal University of Rondonia, Brazil

  https://orcid.org/0000-0002-3343-0686

  Author

• Alexandre de Freitas Carneiro

  Federal University of Rondonia, Brazil

  https://orcid.org/0000-0003-1910-6043

  Author

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.

1. Danielly Rodrigues da Silva, Federal University of Rondonia, Brazil

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

2. 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.

3. 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.

4. Marcos Tadeu Simões Piacentini, Federal University of Rondonia, Brazil

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

5. 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.

6. 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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Copyright (c) 2019 Danielly Rodrigues da Silva, Estela Pitwak Rossoni, Flávio de São Pedro Filho, Marcos Tadeu Simões Piacentini, Alexandre Leonardo Simões Piacentini, Alexandre de Freitas Carneiro

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