COSTA, R. G.; http://lattes.cnpq.br/4961667708371841; COSTA, Rafael Gomes da.
Resumen:
The socio-environmental awareness has created significant marketing opportunities for
the creation of new business. Because of this business has adopted the environmental
and social strategic planning, but they have found difficulties in identifying a strategy
that meets their needs according to its contingency, demonstrating itself pessimistic in
relation to environmental investments. The paper proposes the analysis of
environmental positioning strategies adopted by companies in the sector of clothing
from Campina Grande, from a study in CoopNatural. As the methodology was carried
out a search of character exploratory, descriptive and qualitative, using a semi-
structured interview as the primary means of survey data. The results showed that the
companies that make up this sector, was able to incorporate an image of social and
ecological responsibility, which links the organizational practices to the final product,
and environmental investments that can generate economic returns, and become
important
sources
of
competitive
advantage.
