Modelos de Negócios Sustentáveis em Contextos Desafiadores: O caso Amana Katu



Artigo principal Conteúdo

José Augusto Lacerda Fernandes
José Milton de Sousa-Filho
Fernando Luiz Emerenciano Viana

Resumo

Contexto: a Amazônia brasileira possui a maior bacia hidrográfica do mundo. Contudo, mesmo com toda essa abundância, boa parte da sua população não tem acesso a água de qualidade no dia a dia. Para mudar essa realidade, um negócio social chamado Amana Katu criou um modelo de negócio sustentável e inovador baseado nos princípios da economia circular, e construído por meio de parcerias com ONGs, empresas, governo e universidades. Objetivo: este estudo procura compreender "Como modelos de negócios sustentáveis podem ser cocriados em contextos desafiadores?". Métodos: por meio de um estudo de caso qualitativo, foram explorados dados primários e secundários ao longo de 3 anos, analisando-os de acordo com procedimentos de análise de conteúdo. Resultados: o modelo de negócio se alicerça em diferentes princípios da economia circular e em processos de cocriação, baseados em parcerias com diversos stakeholders, que foram fundamentais para a geração de valor e impactos associados às três dimensões da sustentabilidade. Conclusão: esses resultados proporcionam contribuições teóricas que alargam o entendimento sobre a criação e o desenvolvimento de SBMs em contextos desafiadores. Neste tipo de contexto, processos de cocriação e de relacionamento profundo com os stakeholders têm uma função ímpar, e colaboram para a concretização de iniciativas bem sucedidas.



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Fernandes, J. A. L., Sousa-Filho, J. M. de, & Viana, F. L. E. (2020). Modelos de Negócios Sustentáveis em Contextos Desafiadores: O caso Amana Katu. Revista De Administração Contemporânea, 25(3), e200205. https://doi.org/10.1590/1982-7849rac2021200205.en
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