Vanessa Cuzziol Pinsky

Gestão estratégica da sustentabilidade e inovação

The sustainable development, global competitiveness and rapid technological change increasingly challenge companies to innovate with a focus on sustainability. The objectives of this study were to identify the critical success factors in business management and identify the challenges to implement sustainable products. This is an exploratory, descriptive and qualitative research, using the case study method. Data were collected through semi-structured and in-depth interviews with executives from the marketing and innovation departments, complemented by secondary sources, including sustainability reports, websites and other company documents. The content analysis revealed the critical success factors to implement sustainable products, highlighting the involvement of senior leadership, setting goals and long term vision, the involvement of the value chain in the search for sustainable solutions and have a area of innovation with sustainability goals. The key challenges identified are related to the involvement of the supply chain, using the principles of the life cycle assessment, marketing communication and measurement of results and environmental benefits.