SUSTENTABILIDADE EMPRESARIAL: ANÁLISE DE CASO À LUZ DA ESTRATÉGIA COMO PRÁTICA/CORPORATE SUSTAINABILITY:CASE STUDY IN THE LIGHT OF STRATEGY AS PRACTICE

This article aims to analyze the flow of strategic actions (praxis) developed by Fujiro strategists related to sustainability strategic practice in the economic, environmental and life quality perspective. The theoretical basis used covers sustainable development and strategy as practice approach. A case study was developed with the company Fujiro, company that produces green shirts and ecological bags. Content analysis was used for data analysis. The environmental aspect is closely related to the company's focus on manufacturing environmentally friendly products, produced from recycled materials. Regarding the economic issue, it was found that the company is in the process of expansion and, as pointed out by one of the founders, grew more than the founders had expected. In the matter of life quality, the company can perform some actions such as generation of employment, withdrawal of PET bottles from the environment and monitoring the environmental impact of its suppliers. It was observed that Fujiro's use of sustainability becomes a practical strategy for the organization.