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  • 标题:Green marketing & international networks: the Orsa Florestal case
  • 本地全文:下载
  • 作者:Marco Antonio Conejero ; Marcos Fava Neves
  • 期刊名称:Revista Ibero-Americana de Estratégia
  • 电子版ISSN:2176-0756
  • 出版年度:2007
  • 卷号:5
  • 期号:1
  • 页码:75-85
  • 语种:Portuguese
  • 出版社:Universidade Nove de Julho
  • 摘要:The certification of products and processes is a requirement from the U.S. and the European wood buyers. In order to attend this external market, Brazil has followed this tendency. A certification attests that the product is ecologically correct, that is, it comes from a well-managed forest, it’s socially fair and economically viable, besides complying all the sectorial valid laws. However, the green company is only capable to offer differentiated products for its consumers because it maintains entrepreneuring relationships for production and distribution of the articles with the required specifications. Thus, the companies are more and more related to one another and are also interdependent, constituting the so-called “networks”. In this sense, the present work tried to verify if the concept of networks could be applicable to understand the business model of Orsa Florestal company, through a study of case. As a conclusion, it was verified that the company is part of a productive chain, not of a network, adapting itself to the rules and the established standards required to this business.
  • 关键词:Green Marketing;Forest handling;International Networks;Certified Wood.;Madeira certificada. Manejo florestal. Marketing ambiental. Redes internacionais.
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