Indutores e lacunas da sustentabilidade nos supermercados

Abstract

This case study investigates sustainability in the supermarket industry. The findings unveil levers (internal and external) and gaps. Internal levers include logistics, top managerial practices and human resource practices. Logistics embraces minimization of storage and transportation. Top managerial practices encompass the goals' centralization, delegation of authority, disclosure of Global Reporting Initiatives (GRI), and evaluation of managers based on the shared goals. Human resources practices include the selection of workers, awareness campaigns, and provision of support to workers facing difficult times in their lives. The support seems to increase results due to the workers’ reciprocity (if the supermarket takes care of me, why do not I help it?). External levers embrace suppliers and customers. Projects with big suppliers must focus on the reuse and recycling, local suppliers on the alternatives to increase sales. Strategies to engage big suppliers include invitation, proposition of a pilot project with likely success, implementation support, and quantification of gains. Customers' levers encompass in-store advertisements (signs and product tastings), and the provision of social services. Social services increase sales due to the customers’ reciprocity. Main gaps include: how to improve the social or environmental indicators without affecting the financial results, when retailers should press the suppliers to perform the collection and disposal of items (or when to accept a discount and to perform this activity), how to cooperate with the competitors and still increase profits, and how to internally advertise a sustainable product without compromising the sales of other products.