Inovação em Produtos Sustentáveis: Análise Intercultural de Equipes Binacionais

Cleber José Cunha Dutra, Adriana Avelino Mazza, Leonardo Mendes Lacerda de Menezes

Resumo


A inovação é exigência vital para a sobrevivência organizacional em várias áreas, especialmente no campo da sustentabilidade organizacional. Mudanças no padrão de consumo dos brasileiros são percebidas a partir da crescente demanda por produtos e serviços ecologicamente corretos, pressionando as empresas a melhorar sua eficiência ambiental. Ferramentas como produção mais limpa, gestão sustentável de cadeia de suprimentos e ecodesign são essenciais para ajudar as empresas nesse objetivo. No entanto, essas ferramentas requerem integração entre diferentes funções em uma empresa, exigindo que profissionais com diferentes especialidades atuem juntos como uma equipe. A Alemanha é um parceiro em potencial para trabalhar com o Brasil, combinando  uma longa tradição de colaboração e a experiência no desenvolvimento de inovações destinadas a produtos mais sustentáveis​​. No ambiente global de hoje, as equipes transnacionais podem se tornar as mais eficazes em uma organização, mas, por causa da possibilidade de falta de comunicação e consequentes conflitos, a gestão dessas equipes precisa de atenção especial. Assim, este artigo é motivado pela seguinte questão: as diferenças culturais entre os membros alemães e brasileiros de equipes de trabalho podem representar riscos ou vantagens para o desenvolvimento de produtos inovadores? De caráter exploratório, esta investigação baseou-se em estudos previamente publicados para fundamentar uma análise sobre dimensões culturais e características nacionais, com foco nas equipes de brasileiros e alemães. Em essência, este estudo é um ensaio cujo principal objetivo é abrir perspectivas para novas pesquisas e para apoiar as organizações em suas práticas de gestão sustentável.

Palavras-chave


Inovação Sustentável, Equipes Transnacionais, Cultura Nacional.

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