DELTA CAFÉS (PORTUGAL): DESENVOLVIMENTO SUSTENTÁVEL DO NEGÓCIO

Olgierd Swiatkiewicz

Resumo


No estudo de caso da Delta Cafés apresenta-se o desenvolvimento sustentável da empresa e marca portuguesa ao longo dos 55 anos da sua existência. Delta Cafés já foi analisada em termos de atividade de marketing, responsabilidade social, sistemas de controlo de gestão, etc. Este artigo refere-se a estes estudos e explora também as fontes, ou seja, informações fornecidas pela própria Delta Cafés. Devido à natureza do mercado de café e às exigências da metodologia de estudo de caso, a descrição do caso começa com a sua inserção num contexto mais amplo, descrevendo o mercado de café no mundo e caracterizando o mercado de café em Portugal. Em seguida, apresenta-se a história do desenvolvimento da empresa e da marca Delta Cafés. O artigo termina com observações finais em que se discutem as questões de responsabilidade social e ambiental à luz do desenvolvimento estratégico do negócio e da marca Delta Cafés.

Palavras-chave


Sustainability, Corporate Social Responsibility, Case Study, Strategy, Coffee Market, Delta Cafés, Portugal.

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