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Critical Areas and Entry Points for Sustainability‐Related Strategies in the Sugarcane‐Based Ethanol Industry of Brazil

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  • Wellington Spetic
  • Patricia Marquez
  • Robert Kozak

Abstract

This study reveals five critical areas that Brazil's sugarcane‐based ethanol industry could capitalize on to incorporate sustainability into their firms' strategies. The emergent theoretical framework represents a starting point for further investigations aimed at integrating the sustainability construct and strategies for the industry. A growing body of literature calls for strategic management to adapt to complex and ever‐changing environments and sustainability trends. For many firms in developing economies, sustainability remains isolated from mainstream strategy, resulting in reactive approaches on the part of management. A qualitative research method – grounded theory – was used to induct from data. Five themes emerged from the analysis providing guidance on where sustainability‐related strategies ought to begin. This research posits that existing sectoral innovation systems could be used to channel sustainability‐driven innovations. In addition, a combination of public and private efforts to foster innovations based on the emergent themes could increase the value of industry under study, while lessening its social and environmental footprint. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Wellington Spetic & Patricia Marquez & Robert Kozak, 2012. "Critical Areas and Entry Points for Sustainability‐Related Strategies in the Sugarcane‐Based Ethanol Industry of Brazil," Business Strategy and the Environment, Wiley Blackwell, vol. 21(6), pages 370-386, September.
    • Handle: RePEc:bla:bstrat:v:21:y:2012:i:6:p:370-386
    DOI: 10.1002/bse.1727
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    2. Jeremy Morrow & Simon Mowatt, 2015. "The Implementation of Authentic Sustainable Strategies: i‐SITE Middle Managers, Employees and the Delivery of 100% Pure New Zealand," Business Strategy and the Environment, Wiley Blackwell, vol. 24(7), pages 656-666, November.
    3. de Aguiar, Thereza R.S. & Freire, Fatima de Souza, 2017. "Shifts in modes of governance and sustainable development in the Brazilian oil sector," European Management Journal, Elsevier, vol. 35(5), pages 701-710.
    4. Michael Fotiadis & Michael L Polemis, 2018. "The Role of Sustainability‐Related Strategies on the Biofuel Industry: Trends, Prospects and Challenges," Business Strategy and the Environment, Wiley Blackwell, vol. 27(6), pages 757-772, September.
    5. Luciana Oranges Cezarino & Marlon Fernandes Rodrigues Alves & Adriana Cristina Ferreira Caldana & Lara Bartocci Liboni, 2019. "Dynamic Capabilities for Sustainability: Revealing the Systemic Key Factors," Systemic Practice and Action Research, Springer, vol. 32(1), pages 93-112, February.

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