GUARANA ORGANIC: FAIR TRADE AND GREEN DEVELOPMENT

Authors

  • Adriana Teixeira Bastos Universidade Estadual do Ceará, Fortaleza/CE .
  • Cora Franklina do Carmo Universidade Estadual do Ceará, Fortaleza/CE
  • Fátima Regina Ney Matos Universidade de Fortaleza, Fortaleza/CE
  • Mário Henrique Ogasavara Escola Superior de Propaganda e Marketing, São Paulo/SP

DOI:

https://doi.org/10.13058/raep.2014.v15n1.48

Keywords:

sustainability, fair trade, guarana, Amazonian Indians, international trade

Abstract

This case presents the Wará Project, which develops sustainable production in harmony with nature in order to add value and educate consumers, as well as ensure production for present and future generations (WCED, 1991). The case illustrates the dilemma between possible economic growth against the backdrop of international business and ethical and cultural issues, which take into account not only economic sustainability, but primarily environmental and social
sustainability. This comprises a complex story, as it incorporates elements from various areas of knowledge, such as international strategy, sustainable development, ethics and social organization. The main issue for discussion in this teaching case is the identification of how the Consortium Peoples Aisó Ayira, responsible for Project Wará, can protect against the competition, which offers a similar, cheaper product, to ensure their sustainability.

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Author Biographies

Adriana Teixeira Bastos, Universidade Estadual do Ceará, Fortaleza/CE .

Doutoranda em Administração pela Universidade de Fortaleza. Áreas de interesse em pesquisa: Desenvolvimento Sustentável, Cooperação eInstitucionalismo.

Cora Franklina do Carmo, Universidade Estadual do Ceará, Fortaleza/CE

Doutoranda em Administração pela Universidade de Fortaleza. Áreas de interesse em pesquisa: Comportamento do consumidor, Estratégia e Responsabilidade Social e Ambiental

Fátima Regina Ney Matos, Universidade de Fortaleza, Fortaleza/CE

Doutora em Administração pela UFPE. Áreas de interesse em pesquisa: Estudos organizacionais e metodologia qualitativa

Mário Henrique Ogasavara, Escola Superior de Propaganda e Marketing, São Paulo/SP

Doutor em Administração pela University of Tsukuba (Japão). Áreas de interesse em pesquisa: Internacionalização de Empresas e Estratégias Globais

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Published

2014-03-31

How to Cite

Bastos, A. T., Carmo, C. F. do, Matos, F. R. N., & Ogasavara, M. H. (2014). GUARANA ORGANIC: FAIR TRADE AND GREEN DEVELOPMENT. Administração: Ensino E Pesquisa, 15(1), 195–222. https://doi.org/10.13058/raep.2014.v15n1.48

Issue

Vol. 15 No. 1 (2014): Janeiro-Março

Section

Articles

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