PurposeThis paper aims to identify and compare the arrangements of innovation capabilities and their correlation with the socio-environmental responsibility of two groups: companies with less socio-environmental concern (Group Gray) and companies with greater socio-environmental concern (Group Green).Design/methodology/approachDescriptive and quantitative research with 1,322 Brazilian manufacturing companies was conducted. We analyzed (1) the actual arrangement of capabilities and (2) the ideal arrangement of capabilities with the greatest impact on innovation.FindingsResults suggest that there is a difference in the arrangement of capabilities between the two groups. Also, there is a difference between the capabilities that effectively receive the companies' attention and the capabilities that should be valued and developed. Green companies must focus their efforts on Transaction capability, followed respectively by Management, Development and Operation capabilities. Gray companies must focus on Development capability, followed by Management, Transaction and Operation capabilities.Originality/valueBy identifying the ideal capability arrangement, this research provides important information that can guide managers in planning internal strategies for investments, prioritizing management efforts and rearranging capabilities to boost innovation for sustainability.

This study investigates Southern Brazilian travestis’ manipulation of gender identity through the manipulation of the Portuguese grammatical gender system. We argue that the embodiment of feminine features onto biologically male bodies enables travestis to wander through various ideologies about masculinity and femininity and incorporate these ideologies in their linguistic construction of identity. Travestis use masculine forms to refer to themselves or other travestis when: (1) producing narratives about the time before their body transformations took place; (2) reporting speech produced by others when talking about travestis; (3) talking about themselves within their family relationships; and, perhaps the most unveiling category, (4) distinguishing themselves from ‘other’ travestis they do not identify with – a face-saving strategy. Thus, the study shows how southern Brazilian travestis use the grammatical gender system in Portuguese as a linguistic resource to manipulate their identity/ies and the identity/ies of the community they belong to.

PurposeThis study aims to identify the drivers for adopting the circular economy (CE) in a born-sustainable business of the fashion sector.Design/methodology/approachAn exploratory case study was carried out with a unique and relevant case: the only Brazilian company implementing circularity practices defined through a sectoral commitment, the 2020 Circular Fashion System Commitment.FindingsFrom an analysis of the literature, a theoretical scheme composed of internal and external drivers is proposed. In the case studied, there is a prevalence of internal drivers that led the company to implement the CE. Most of the internal drivers described by the literature were identified in this research, except for two: profitability and available technology. Regarding the external drivers, of the 12 listed, only laws and regulations were identified. Thus, the results suggest that internal drivers are more numerous and may be more prominent than external ones for CE adoption in the born-sustainable business.Research limitations/implicationsDue to its exploratory design and unique case study, the research does not allow generalizations, suggesting replication with a larger number of companies and carrying out quantitative research with born-sustainable companies and incumbent companies, for comparison. Considering that there is a difference between companies that decide for sustainable practices and companies that were already born sustainable, it can be questioned if the drivers for implementing CE for both companies are also different.Originality/valueThis study proposes a theoretical scheme that indicates the main internal and external drivers for companies' CE implementation. Developed from a literature review and applied in an empirical case, this scheme is comprehensive and can be adopted to analyze companies of different sizes and industries. Hence, this paper generates new perspectives for CE literature.

Circular Economy (CE) has emerged as a potential strategy for developing business practices based on sustainability concerns, especially in the fashion industry, which presents high environmental and social impacts. Startups are responsible for introducing innovations in business conduction toward CE. As a current theme, research on Business Model Innovation for Circular Economy (BMI4CE) has increased. However, empirical research in the fashion industry and startups is still scarce. This paper aimed to identify the key elements of startups' BMI4CEs, using the fashion industry as the context of the study. We conducted an exploratory and descriptive multiple case study composed of ten early-stage fashion startups from Europe, North America, and Asia. The findings suggest that environmental and economic sustainability dimensions receive priority in the analyzed BMI4CEs. On business type, we found differences between product-based and service-based Business Models (BMs). The Business Models Innovations (BMIs) were based mainly on CE principles of closed-loop and reducing material use and consumption. BMs focus on CE strategies of product reuse and extend resource time by lowering consumption and material use. Findings also demonstrate the role of emerging and digital technologies (e.g., blockchain and artificial intelligence) for BMI4CEs effectiveness. We developed five propositions and a theoretical framework from a triple bottom line perspective. This research highlights new theoretical perspectives under an investigation area still little explored in the literature. Results enable fashion startup managers to understand better the functioning of BMI4CEs and the critical elements needed for their effectiveness.

Purpose -The study aimed to evaluate how different Brazilian generational cohorts that have a direct relationship with the State University of Rio Grande do Sul (Universidade Estadual do Rio Grande do Sul -UERGS) perceive the brand positioning of the university.Design/methodology/approach -A multi-method study with a qualitative and quantitative approach was performed using a sample of 273 individuals formed of students and staff of UERGS (professors, administrative staff and technicians, and managers).Findings -The results of the research suggest that there is a difference in the perception of the brand positioning of UERGS between individuals of different generational cohorts. The Individualism cohort demonstrated the most negative perception of the positioning among the cohorts tested; the Post 1992 cohort perceived the positioning more negatively than the Lost Decade cohort; the Lost Decade cohort is the one with the most positive perception of the positioning among the cohorts tested.Originality/value -The research evaluated in an unprecedented way if there are differences in the perception of the brand positioning of a HEI among the generational cohorts. The results contribute to the discussion of the characteristics of generational cohorts in Brazil and the impact that the generational differences may have on perceptions of brand positioning.

Este estudo teve como objetivo compreender como a crise gerada pela pandemia da COVID-19 impactou nos comportamentos de descarte do consumidor, discutindo os possíveis efeitos desses impactos para os negócios pós-COVID-19, com especial foco nas questões ligadas à sustentabilidade. Para tanto, foi realizada uma revisão descritiva de literatura sobre comportamentos de descarte em um primeiro momento. Após, foi realizada uma busca de artigos e dados sobre comportamento do consumidor e a crise da pandemia do vírus COVID-19. Adicionalmente, identificou-se relatórios baseados em pesquisas de empresas e institutos privados que têm monitorado mudanças e tendências no comportamento de consumo. Os resultados apontam relações entre os comportamentos de descarte identificados na literatura e os possíveis impactos da COVID-19 nestes comportamentos. Ainda, foi possível verificar que o comportamento de descarte impacta em oportunidades de negócio e modelos de negócios sustentáveis.

This paper aimed to understand how the fields of strategy and sustainability have been related in papers published in top Brazilian management journals. An integrative review was conducted in July 2019, consisting of a qualitative approach analysis. It was found that there are nine issues that permeate the relation between sustainability and strategy, such as critical analysis, which is present in Brazilian papers but has not been identified in international reviews on this topic. This study highlights the need for critical analysis in the sustainability-strategy relationship, a little-explored perspective in both literature and practice. As well, the adoption of organizational theories that can be used to analyze the sustainability-strategy relationship. Seeking to contribute to the scientific advancement of this topic, propositions for future research are presented.

O presente caso de estudo apresenta questões relacionadas à internacionalização, especificando as etapas adotadas por uma empresa de sementes para a entrada e consolidação no mercado externo. Para a discussão desse caso, utiliza-se o embasamento de conceitos oriundos das Teorias de Internacionalização, como a teoria de Uppsala, com foco no gradualismo e modos de entrada em novos países. Trata-se do caso da empresa Sementys, líder no segmento de sementes híbridas no seu país, o Canadá. A empresa entende que esse é o momento de ampliar a venda de seus produtos em outros mercados e, para isso, pretende valer-se da sólida reputação construída em sua trajetória. Em busca de novas oportunidades que a companhia mapeia o Brasil, importante produtor agrícola, para a expansão. Nesse contexto, a empresa se deparou com o seguinte desafio: qual a estratégia a ser adotada para entrada no mercado de sementes no Brasil?   Esse caso de estudo pode ser utilizado como instrumento de ensino em aulas dos cursos de Graduação e Pós-Graduação em Administração, Marketing e Comércio Internacional.