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Management strategies have been guided by the organization of entities in response to environmental variables and share the same conditions as the business process in which they exist. Special attention should be given to green marketing as a strategic alternative in achieving organizational sustainability. This research was based on the Contingency Theory, and finds that organizational variables are interrelated in a complex way with external environmental conditions, maintain interchange with them. The research entailed meeting three specific objectives: (1) identifying the environmental variables that influence the decision in Green Marketing; (2) evaluating the perception by social actors of environmental variables; and (3) analyzing the trend in performance by means of the Green Marketing tool. The methodology used was to simulate a qualitative, descriptive and exploratory case study, applying several procedures, with the support of a focus group, so as to produce constructs that would support objective deductions. The variables, competitors, economic, legal and regulatory, socio-environmental and technological variables involved in the marketing mix were identified. The perception of the social actors about the variables was evaluated, reinforcing their importance in the strategic decision making process. Analyzing the applicability of green marketing is a management strategy that confers competitive advantage to achieve organizational sustainability. This study helps those interested in business strategy, since its elements make it possible to construct a tool that can be used by modern organizations with an environmental commitment. It is hoped that this will be a collaborative product to offer to managers concerned with organizational sustainability.

The empiric literature regarding on technological innovation suggests that cooperation has a highly positive effect on the performance of firms’ technological innovation, however, very little is known about its impact on the organizational innovation. To fill this gap, the present study aims to analyze the impact of the external relationships with business and science partners about the capacity of firms to introduce organizational innovation. To reach the objective proposed, a quantitative investigation was chosen, based on a sample of 684 firms. Data were obtained through the inquiry CIS 2010 – Community Innovation Survey 2010. There came evident the external relationships established with business partners and with science partners on the performance of organizational innovation of the firms. This study contributes for the development of the existent theory when analyzing the external relationships of firms and the innovating development on the organizational level, considering that the investigation that has been carried out about innovation has been focused, in general, on the technological innovation.

This chapter aims to identify and analyze the main strategies for the qualification of inbound tourism and hospitality. This study is supported by the theory of planned behavior and concepts of inbound tourism, hospitality, creativity, and innovation. The study uses method of case study, as methodological procedures workshops were held with stakeholders of Rondônia tourism trading; there were collection of data, participant observation, and an analysis of documents, allowing critique about the causal relationship. The SWOT matrix was applied in the production of the survey report. As a result, there has been a recognition of the tourism potential in the scenario and the necessity for strategic planning of the attributes; valid elements for social innovation by qualifying strategies for inbound tourism and hospitality are indicated. The originality is on proposing strategies that empower the marginalized and socially excluded population, promoted the touristic resources, indicate management alternatives to qualify the inbound and hospitality, and contribute to the regional development.

This paper aims to identify and analyze the main limiting factors of innovation performance in terms of product and process innovation. The limiting factors to innovation make the innovation process of a firm difficult, which influences its innovation performance. The goal of this essay is to develop a theoretical support based on current reference approaches, corroborated by empirical support, which allows for the identification and analysis of the factors that restrict innovation activity and innovation performance. The database is extracted from the Community Innovation Survey - CIS 2010, which was conducted under the responsibility of the Office of Planning, Strategy, Evaluation and International Relations/Ministry of Science, Technology and Higher Education (GPEARI/MCTES), in collaboration with the National Statistics Institute (INE), under the supervision of EUROSTAT. We have developed a logistic regression model that highlights the barriers to innovation and identifies the factors that limit innovation performance.The analysis suggests that several barriers to innovation influence the Innovative performance of Portuguese firms. These results may be attributed to the fact that perceived barriers stimulate the firm to overcome these difficulties, which promotes the internal propensity to innovate. The most significant barriers identified in the study are the following: high innovation costs and perceived uncertainties in both the demand and market for new goods and services. This study shows that firms that do not have either qualified personnel to carry out innovation activities or sufficient market information are less likely to innovate than firms that do not experience these difficulties. info:eu-repo/semantics/publishedVersion

Purpose This paper aims to analyses barriers as a determinant of ongoing or abandoned innovation activities. The literature exploits barriers as the nature of innovation and its influence on firm’s. The main focus is the Portuguese SMEs and the impacts that act as barriers in the development of innovation activities. Design/methodology/approach The database was obtained through the Community Innovation Survey 2010 (CIS 2010) that was coordinated by EUROSTAT. In this sense, a logistic regression model is proposed, which makes it possible to analyse the relations between three or more variables, depending on whether the relationship is one of dependence or interdependence, thus allowing the application of distinct statistical techniques, using 6,160 firms Findings There are several sources of information that are associated with the development of innovation projects. Practical implications The importance of barriers to the development of innovation activities, as well as it being a decisive factor in the impediment to and abandon of the same, was noted. Originality/value This study also demonstrated that each case is different and that a barrier in one firm can at the same time be a window of opportunity for another firm.

In recent years companies have been severely affected by economic crises. Surviving and achieving some performance has become the main concern of managers. The literature points to innovation as a driver capable of generating competitive advantage for companies. However, understanding how companies perceive contingencies and manage to anticipate in order to overcome obstacles has become the main concern of this work. To answer this question, a research was undertaken in companies located in one of the poorest regions of Brazil. The data collected were treated by means of factorial analysis. The obtained results show that the changes caused in the external environment are perceived through the company's network contacts. With the support of top management, employees develop innovative situations capable of generating the competitive advantage necessary for strategic success.