From Instrumental to Normative Relational Strategies: A Study of Open Buyer-Supplier Relations

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dc.contributor.authorSERGIO GIOVANETTI LAZZARINI
dc.contributor.authorBoehe, Dirk
dc.contributor.authorPongeluppe, Leandro Simões
dc.contributor.authorCook, Michael L.
dc.coverage.cidades.l.pt_BR
dc.coverage.paisEstados Unidospt_BR
dc.creatorBoehe, Dirk
dc.creatorPongeluppe, Leandro Simões
dc.creatorCook, Michael L.
dc.date.accessioned2022-12-20T16:21:02Z
dc.date.available2022-12-20T16:21:02Z
dc.date.issued2020
dc.description.notesEvidênciapt_BR
dc.description.otherScholars have examined conditions in which companies promote close, recurring relations with key stakeholders with the instrumental objective to generate unique rents. However, in practice, we observe open relational strategies with nonexclusive relations and investments that generate positive externalities to multiple stakeholders beyond the focal firm and their direct partners. These open relations create a puzzle since companies invest in partners that are relatively free to transact with other actors, including competitors. In this paper, we adopt an in-depth case study methodology examining Natura, a company in the cosmetic industry that developed a complex web of open vertical and horizontal relations (hence a “netchain”) to procure natural inputs from the Amazon rainforest. We explain the mechanisms behind Natura’s open netchain and propose a set of explanations for its emergence and stability in the long run. Although a possible explanation is in part instrumental (i.e., Natura fosters a distinct positioning strategy based on socially oriented and sustainable practices), a fundamental explanation for the emergence and continuity of Natura’s open relational strategy is the presence of distinct shareholder preferences supporting normative commitment to socio-environmental goals. We thus argue that the so-called shareholder supremacy may actually generate broader positive gains as long as shareholders (or whoever holds residual rights) implement distinct normative principles guiding corporate relational strategies that benefit multiple stakeholders."pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.doihttp://dx.doi.org/10.5465/AMBPP.2020.122pt_BR
dc.identifier.issn2151-6561pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/5111
dc.language.isoInglêspt_BR
dc.publisherAcademy of Managementpt_BR
dc.relation.ispartofAcademy of Management Annual Meeting Proceedingspt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.titleFrom Instrumental to Normative Relational Strategies: A Study of Open Buyer-Supplier Relationspt_BR
dc.typeconference paper
dspace.entity.typePublication
local.description.eventAcademy of Management, 2020pt_BR
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeTrabalho de Eventopt_BR
relation.isAuthorOfPublication4ee022f9-7466-405d-ae1a-6b1e33f611e8
relation.isAuthorOfPublication.latestForDiscovery4ee022f9-7466-405d-ae1a-6b1e33f611e8
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