Please use this identifier to cite or link to this item: https://repositorio.insper.edu.br/handle/11224/5111
Type: Trabalho de Evento
Title: From Instrumental to Normative Relational Strategies: A Study of Open Buyer-Supplier Relations
Author: Lazzarini, Sergio Giovanetti
Boehe, Dirk
Pongeluppe, Leandro Simões
Cook, Michael L.
Publication Date: 2020
Abstract: Scholars 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."
Language: Inglês
CNPq Area: Ciências Sociais Aplicadas
Copyright: O 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 EDITOR
Notes: Evidência
Appears in Collections:Coleção de Trabalhos Apresentados em Eventos

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