Environmental management system in Verdegreen Hotel--Joao Pessoa/PB: a case study under the perspective of resource-based view/Sistema de gestao ambiental no Verdegreen Hotel--Joao Pessoa/PB: um estudo de caso sob a perspectiva da resource-based view/Sistema de gestión ambiental en el Hotel Verdegreen--Joao Pessoa/PB: un estudio de caso bajo la perspectiva del resource-based view

The pressure for a new pattern of sustainable development has required of modern organizations the search for competitiveness, but respecting and considering environmental issues. In this sense, a tool that acts in the implementation of structured strategies is the environmental management system (EMS), which focuses on improving environmental performance. This improvement, in turn, can generate to the organizations many benefits, among which, obtaining competitive advantages, susceptible of measurement from different perspectives. One of these is the application of VRIO model, reasoned by the resource-based view (RBV), which considers that the heterogeneity among between companies occurs due to differences between their internal resources and capabilities. However, although some studies that evaluate the competitive potential of certain organizations have been found in the literature, such assessments are not performed on specific objects, like the EMS. Thus, the aim of this study was to evaluate the resources and capabilities (environmental strategies) of the EMS adopted by the Verdegreen Hotel, identifying which of these have the potential to generate competitive advantage. For this, this exploratory-descriptive case-study used as data collection tools: a bibliographic survey, semi-structured interviews, documental research and direct observation. The interpretation of the results and the consolidation of information were conducted from a qualitative approach, using two techniques of data analysis, namely: content analysis and analysis through VRIO model. The results show that the hotel is quite structured in relation to their EMS, and it has benefits related to improvement of the management of environmental factors, to the strengthening of its image and to the gains in competitiveness. On the other hand, the main difficulties for the implementation of the system are related to employees and suppliers. With regard to environmental strategies adopted, of the 25 strategies identified, 10 showed the potential to generate competitive advantage. KEYWORDS Environmental management system. Competitive advantage. Resource-based view. VRIO model. Verdegreen Hotel. A pressao por um novo padrao de desenvolvimento sustentavel passou a exigir das organizacoes modernas a busca da competitividade, mas respeitando e considerando as questoes ambientais. Nesse sentido, uma ferramenta que atua na implantacao de estrategias estruturadas e o sistema de gestao ambiental (SGA)