Development of New Competencies and Practices the Innovation Management to Sustainable Development: The Study of Natura

Environment issues have induced firms to search and develop cleaner technologies and production practices. This process has created new business opportunities, which are related to sustainable production and to the conservation of the environment. This paper aims at understanding the implications of innovation trajectories based on the development of sustainable products and technologies for innovation management practices and the related managerial competencies. The study explores the case of a Brazilian leading cosmetics manufacturer - Natura, through the search of secondary data on the company and its industry; as well as the search of primary data by means of interviews accomplished with professionals of the research and development, strategy and marketing areas of Natura. The results show that the company presents a capability of perception of the technological and market opportunities when developing products for market niches not explored in Brazil, besides the effort for implementation of routines entirely new in the company and the mobilization of resources and competencies in its technological innovation management, such as strategic and structural arrangements; relationship with the suppliers and the training of these; technological competencies and knowledge sources; development of products and research and development projects; and marketing strategy