A ATUAÇÃO NO MERCADO EXTERNO INFLUENCIA A ESTRATÉGIA DE GESTÃO AMBIENTAL DAS EMPRESAS BRASILEIRAS? UM ESTUDO MULTICASO NA INDÚSTRIA CERÂMICA DE SANTA CATARINA

The general purpose of this case study is to analyze the influence of foreign market performance on environmental management strategies of the largest ceramic companies of Brazil. The fundamental theories discuss the determining aspects of environmental management, with emphasis on the requirements and standards of the foreign market. The foreign market demands that the domestic companies meet their standard of quality in regard to environmental issues and business attitudes. The research was conducted by means of a multi-case study of a qualitative nature by using semi-structured interviews and interpretive analysis. The data was organized in chronological order for both the performance in foreign markets as well as the environmental practices of the companies, with a focus on the strategic vision of the environmental policy of the organizations. Despite the coincidence of the progress of the studied categories (environmental management and foreign market performance) the results of the study do not affirm that environmental strategies of companies have been affected by foreign market performance. Other factors, however, arose as explanations for environmental strategies of the companies, such as Brazilian legislation and globalization, leading to the adoption of better practices to maintain a competitive edge.