Processo de Formulação da Estratégia Competitiva em Desenvolvimento Ambiental Sustentável

Resumo (EN)

Much research has been done on competitive strategy, but few are the studies that pre-sent a model to guide its formulation. The objective of this work is to present a process model for the formulation of the competitive strategy, that is, business strategy and operations strat-egy, so that industrial companies, which use as competitive differential their image associated to sustainable environmental development, can achieve their objectives. This model was de-veloped based on literature review and on the strategy model of the Competition Fields and Weapons strategy – CAC (in Portuguese) -, for being quantitative and qualitative and well structured, making it possible to add principles of sustainable environmental development to the model. A documentary research was conducted as a research strategy, and qualitative and quantitative methodology was used in a sample of ten industrial companies in Brazil, listed in the Corporate Sustainability Index (ISE) of the junction of BM&F Bovespa and Cetip, called B3 (Brazil, Stock, Counter), for using as competitive differential their image associated to sustainable environmental development, with the purpose of investigating whether they used the internal and external factors of the company, identified as relevant in this work, to analyze the respective competitive contexts of the business strategy. The research pointed out that several factors, identified here, were considered by these companies, but none used all the factors pointed out in this research. As an extension of the model relating Production Planning and Control (PPC) to operations networks and business and operations strategies, the role of PPC was investigated as an instrument for diffusion of the operations strategy on the shop floor, and it was concluded that PPC, when well oriented, can be an important ally of opera-tions managers for the diffusion of operations strategy on the shop floor. The scientific con-tribution was the proposition of a model in order to guide the process of formulating the com-petitive strategy, in a structured way for industrial companies, which use as competitive dif-ferential their image associated with sustainable environmental development. The practical contribution was to provide guidance to leaders, executives, entrepreneurs, and all those who have the responsibility for formulating the competitive business strategy in this complex task.