Strategy for sustainability in a Brazilian sugarcane industry
| DOI | https://doi.org/10.1108/WJEMSD-02-2013-0018 |
| Pages | 2-12 |
| Published date | 24 January 2014 |
| Date | 24 January 2014 |
| Author | Lara Bartocci Liboni,Luciana Oranges Cezarino |
| Subject Matter | Strategy,Business ethics,Sustainability |
Strategy for sustainability in a
Brazilian sugarcane industry
Lara Bartocci Liboni and Luciana Oranges Cezarino
School of Business and Economics, University of Sao Paulo, Sao Paulo, Brazil
Abstract
Purpose – The purpose of this paper is to suggest the application of systemic methodologies, such as
Soft Systems Methodology (SSM), to develop sustainability strategies and solve problems involving
the sustainability of organizations and their operations. The sustainability paradigm implies the need
for changes in current production systems, societal organization and use of the natural resources that
are essential to all life forms. Sustainability, as a new paradigm, modifies the way in which
organizations operate to make companies responsible for sustainable development and ensure that
resources are available for future generations. Sustainable development requires a broad new
development strategy that encompasses political, economic, social, technological and environmental
dimensions.
Design/methodology/approach – As a method of analysis the research will use the application of
SSM in a case study from the sugarcane industry. The basic scientific thought paradigm, inherited
from Bacon and Descartes, no longer holds in modern society, which requires a new way of perceiving
the world by following a systemic and integrated approach to address complex problems.
Findings – This study advances the understanding of how the systemic approach can aid the
development of corporate sustainability strategies.
Originality/value – The basic pillar of the new sustainability paradigm is the systemic view. The
systemic approach should guide the development of corporate strategies. This study followed a
qualitative approach to better understand how organizations can use the systemic approach in the
development of sustainability strategies.
Keywords Strategy, Sustainability, Brazil, Sugarcane industry, Systemic approach
Paper type Research pap er
1. The sustainability paradigm and corporate strategies
Environmental concerns have increased the awareness of the limitations of the mode rn
conception of nature and its disastrous consequences. The basic paradigm of scientific
thoughts, inherited from Bacon and Descartes, no longer holds in tod ay’s society.
Understanding the complexity of ecology has led to new insights on the effects of
human activities on the environment, the planet and the biosphere (Sachs, 2002).
The adoption of a new development model requires a shift from the traditional view to
a systemic and integrated perspective that facilitates the management of complexity.
This new perspective must be incorporated into all secto rs of society, especially
industrial production, to enable the more efficient management of natural resources.
The challenge of this millennium is to manage increasingly limited resources in
the face of increasing global demand (Parris and Kates, 2003). The severity of the
ecological crisis demands the rise of a new society in which product values are
determined by their real costs and not by capitalist market rules that focus on
maximizing profits and encourage wasteful life-styles (He
´mery et al., 1993).
Corporate sustainability consists of ensuring long-ter m economic viability and, at
the same time, contributing to the socio-economic development of communities, the
health of the environment and the stability of society (Ethos, 2009). The concept of
corporate sustainability involves sustainable economic growth that is aligned with
social development and environmental conservation. It therefore entails an ethical and
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/2042-5961.htm
Received 15 February 2013
Revised 15 February 2013
Accepted 12 March 2013
World Journal of Entrepreneurship,
Management and Sustainable
Development
Vol. 10 No. 1, 2014
pp. 2-12
rEmeraldGroup PublishingLimited
2042-5961
DOI 10.1108/W JEMSD-02-2013-00 18
2
WJEMSD
10,1
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