Change Process for a Sustainable Orientation: Analysis of the Adaptive Capacity of Three Santa Maria (RS) Building Companies

Abstract

The roots of sustainability reasoning lie in trying to change the mindset of people towards a different conception of life. In this way, corporations play an important role. However, the sustainable orientation that is based on a broad proposal is still being incipiently deployed in enterprises. The building sector, due to a perverse history with regard to impacts on the environment and on working conditions, has been targeted by government control. Thus, the present study addresses this issue by investigating how building companies are promoting the shift to a sustainable orientation. This objective is referred by means of the analysis by Zollo, Cennamo and Neumann’s (2013) model for three building companies in Santa Maria-RS, Brazil. Data analysis was based on content analysis technique in order to emphasize the particularities of sustainable initiatives practiced by companies. The applicability of this model is confirmed, as it focuses not only on more superficial elements of change but also on efforts to achieve more subtle, implicit and fundamental elements. The study’s findings are presented in terms of adaptive capabilities that indicate genuine desires to take change processes. We also expose the main difficulties faced by the companies and identify the focus of the firms’ activities in relation to the three dimensions of sustainability.