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Previous issue date: 2009-08-28 / This master's thesis aims to ascertain how the Stakeholders interactions influence the adoption of green marketing strategies from the perspective of the Alpha Company, a furniture industry located in Rio Grande do Norte, Brazil. The methodology has a qualitative approach and uses the exploratorydescriptive case study method as model of formal and systematic study. Following the theoretical and
conceptual propositions of Polonsky (1995), Michell, Angle and Wood (1997) and Frooman (1999) as a reference base. This study identifies and assesses the importance degree of the relevant stakeholders, shows their expectations and needs and describes the tactics used by the company for the implementation of green marketing strategies. The study describes the reality of a furniture industry in Rio Grande do Norte, and shows his philosophy and background; identifies present stakeholders that influence the decision process of the company and also, analyzes the degree of importance of each group showing their needs and expectations and, finally, it states the changes in the organization with the implementation of green marketing strategies. The results it s concluded that stakeholders are taken into consideration in the adoption of green marketing strategies, even without a
proper strategic perception from the company, an imperative to advance towards the adoption of the green marketing philosophy. This case study explores knowledge that may be used and suited to small companies that act in the strategic segment-trend of green marketing / Esta disserta??o de mestrado tem como objetivo conhecer de que forma grupos de interesses, stakeholders, influenciam na ado??o de estrat?gias de marketing verde sob a ?tica da empresa Alfa, uma ind?stria moveleira situada no Rio Grande do Norte, Brasil. A metodologia utilizada teve uma abordagem qualitativa e utiliza o m?todo do estudo de caso explorat?rio-descritivo como modelo formal e sistem?tico do estudo cient?fico. Segue as proposi??es te?rico-conceituais de Polonsky (1995), Michell, Angle e Wood (1997) e Frooman (1999) como refer?ncias b?sicas. O estudo descreve a realidade de uma ind?stria moveleira do Rio Grande do Norte, e mostra sua filosofia e contexto; identifica os stakeholders presentes que influenciam no processo decis?rio da empresa,
bem como analisa o grau de import?ncia de cada grupo relevante, mostra as necessidades e expectativas dos grupos relevantes e por fim, constata as mudan?as ocorridas na organiza??o na implanta??o de estrat?gias de marketing verde. A partir dos resultados obtidos conclui que os
stakeholders s?o levados em considera??o na ado??o de estrat?gias de marketing verde, mesmo a empresa n?o possuindo a devida percep??o estrat?gica necess?ria para avan?ar na ado??o da filosofia do marketing verde. Este estudo de caso explora conhecimentos que podem ser apropriados e adequados por empresas de pequeno porte que atuem nesse segmento-tend?ncia estrat?gico do marketing verde
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/14929 |
| Date | 28 August 2009 |
| Creators | Brand?o, Marcelle Rossi de Mello |
| Contributors | CPF:36936561420, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4789466Z5, Alexandre, Mauro Lemuel de Oliveira, CPF:15590534453, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4706850H6, Costa, Benny Kramer, CPF:32851120425, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4782176P6, A?ez, Miguel Eduardo Moreno |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Engenharia de Produ??o, UFRN, BR, Estrat?gia; Qualidade; Gest?o Ambiental; Gest?o da Produ??o e Opera??es |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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