ENVIRONMENTAL STRATEGY EVALUATION MODEL: THE PROFILE OF STRATEGIC CONDUCT

Abstract

At present, companies are subject to changes in the values and ideologies of the society and subject to the environmental pressures outside the company, which influence the organization's competitive performance in the market. The conception of the STRATEGY EVALUATION MODEL FOR THE ENVIRONMENTAL STRUCTURE-CONDUCT-PERFORMANCE (ECP-Ambiental) has the basic principle that the environmental performance of a company is the reflex of its competitive practices or environmental standards, which, on its turn, depend on the market structure where it is inserted.
The petrochemical, textile and beverage companies were analysed and the results organized in a matrix which relates the management functions with a group of indicators of environmental conduct, developed to reflect the quality of the environmental quality throughout its business system, including general management, human resources, purchases, research and development, production and maintenance, marketing and distribution.
In this matrix, the environmental conduct is classified as weak, intermediary or strong. The explanations and discussions given in this article present the STRATEGY EVALUATION MODEL FOR THE ENVIRONMENTAL STRUCTURE-CONDUCT-PERFORMANCE (ECP-Ambiental) as tool to reflect upon the strategic environmental position and act in the decision-taking.