Green business and the challenges of competitiveness in the environment of Supply Chain Management: the case of Natura Cosmetics S/A

Abstract

This paper aims to understand the dynamics of the green business with the competitive landscape of the market from the analysis of supply chain management. The study analyzes the case of Natura Cosmetics SA through strategies employed by the organization along its supply chain is to identify which strategies were more crucial for the Natura Cosmetics SA could reach a more competitive position in the environment of green business. Based on the basic categories of supply chain: planning, purchasing, production and delivery it was noted that several actions were responsible for positioning the Natura domestically. However, when looking more specifically the more decisive strategies in the performance of the organization to enable it to achieve a competitive position in the environment of green business, it appears that the categories were those related purchasing and production.