Análise da integração dos stakeholders na adoção de estratégias de marketing verde: um estudo em empresa moveleira

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

Atuação e interação de stakeholders no processo de implantação do turismo: um estudo no município de Sitio Novo/RN

The present work is a study which deals about the stakeholder approach towards the issue of tourism development in a city of Rio Grande do Norte state: Sítio Novo. As a goal, we sought to understand the stakeholders action and interaction mechanisms in the implementation process and, consequently, tourism planning in the municipality. Regarding to the methodology, the study is characterized as an exploratory and descriptive research with a qualitative approach, given the intention of trying to understand meanings and situational characteristics presented by the research subjects. The interview was the instrument used to collect information, and it was performed with 10 (ten) actors of tourism in the municipality, documents about tourism development (Proceedings of the Regional Council of Polo Agreste Trairi were analyzed Sítio Novo municipality incorporates the Polo, and the Strategic Plan for Tourism). The study shows that public actors are the majority in the destination, notes that there is a minimal involvement of civil society in actions for tourism in the municipality, highlights that representatives of the municipality participate effectively in meetings of the Regional Council of Tourism Polo Agreste Trairi, to discuss actions related to the development of the activity in the locality, and attests that local actors interviewed, mostly understand their functions regarding to tourism development, however, do not perform actions consistent with the role they have, which have as purpose the planning and development of tourism. For that matter, this paper concludes that the participation and coordination among the stakeholders of the municipality should be reconsidered in order to seek and/or propose alternatives that gather in a more adequate way the local actors, so that something more effective about the tourism development in the destination could be done

Mapeamento de stakeholders nas áreas conexas de turismo e meio ambiente: um estudo em João Pessoa/PB

The present study aims to understand the perception in a manager perspective of the relationship between the stakeholders of tourism and environmental management in João Pessoa (PB). It is a qualitative, transversal, descriptive and exploratory research, held with keys stakeholders of tourism and environment in the capital of Paraíba. The data were collected through structured interviews and the analysis of the minutes of the municipal council of tourism, called COMTUR/ JP. The data research allowed us to affirm that the environmental stakeholders have a higher academic background than those of tourism, on the other hand the tourism stakeholders‟ have longer experience time than the environmental stakeholders‟. In general, the use of environmental resources for tourism is noticed as positively by the tourism stakeholders‟ and as intermediate for the environmental stakeholders‟, the tourism development is consider to be a non predatory active in João Pessoa, but it is very concentrate in the coastal area, the remnants of Atlantic Forest or protected areas are not used for tourism. The main environmental impacts cause by tourism according to the stakeholders interviewed (tourism and environment) were the environmental degradation of reef, beach pollution and the construction of tourism facilities in areas that should be protected, however, there was a stakeholder who believes that the tourism development in Paraíba is so nascent that it is unable to impact the environment. The performance of SETDE, PBTUR and SUDEMA was consider inconsistent by some of the interviewed stakeholders‟. The NGO representatives believe that the most important thing is a paradigm shift from the entrepreneurs and the local population. Despite the apparently close relationship between tourism and environment management in João Pessoa (PB), some actions of tourism agencies and the state government has left some unhappy important environmental stakeholders indicating that the relationship between tourism and environment in the city is becoming tenser each year