Abstract This paper identifies and characterizes the environmental maturity level of local and multinational high-technology corporations located in Brazil. This characterization is achieved by discussing the adoption of environmental management practices and considering aspects of the productive process stage. An eight-case study was conducted through data triangulation using interviews with employees in diverse organizational areas, direct observations and secondary data. The results indicate the differences in environmental positioning among the studied corporations with a predominance of preventive practices, i.e., an emphasis on eco-efficiency and compliance with legislation. It was also noted that environmental concerns in the corporations are related to internationalization and, in some cases, to the pressure exerted by corporations that represent the brand of the products produced in Brazil. Moreover, the adoption of environmental practices based on the productive process stage supported the environmental maturity classifications of the studied companies.

Este artigo tem como objetivo analisar como práticas de Green Supply Chain Management (GSCM) estão sendo induzidas, tanto interna quanto externamente, por empresas consideradas focais em suas cadeias de suprimentos localizadas no Brasil e atuantes no segmento de alta tecnologia. Foram realizados oito estudos de casos por meio da triangulação de fontes de dados: entrevistas, observações diretas e obtenção de dados secundários. Há mecanismos específicos para induzir práticas de GSCM internamente e externamente e destacam-se os mecanismos: treinamento ambiental, atividades logísticas, seleção e avaliação de fornecedores e marketing verde. Constatou-se também que a empresa focal é o vetor nesse processo.

The goal of this study is to analyze how green supply chain management (GSCM) practices are induced, both internally and externally, by focal companies on their supply chains located in the Brazilian high-tech segment. Eight case studies are conducted through the triangulation of data sources: interviews, observations and secondary data collection. The findings reveal specific mechanisms for inducing GSCM practices internally and externally, the principal of which are environmental training, logistics activities, the selection and evaluation of suppliers and green marketing. The focal firm is also identified as the vector in this process, inducing the adoption of green supply chain practices in the chain as a whole.

O objetivo deste artigo é identificar e analisar como práticas de Green Supply Chain Management (GSCM) estão sendo adotadas por empresas de alta tecnologia localizadas no Brasil, a fim de gerar diretrizes de como empresas similares podem proceder para incorporar iniciativas de GSCM. A pesquisa foi desenvolvida a partir de estudo de casos com empresas representativas desse setor. Como principais resultados, destacam-se: (a) a estrutura da cadeia de suprimentos pode afetar a adoção e a forma como se adotam práticas de GSCM; (b) a legislação ambiental brasileira e as diretivas internacionais são muito importantes para impulsionar a adoção de práticas de GSCM; e (c) para cada uma das seis práticas de GSCM, apresentam-se sugestões de como empresas similares podem adotá-las com maior êxito.

The purpose of this article is to identify and analyze how Green Supply Chain Management (GSCM) practices have been adopted by high-tech companies located in Brazil in order to create guidelines to support similar companies to incorporate GSCM initiatives. This research was based on case studies carried out in some representative companies in this sector. The main results are: (a) the supply chain structure can affect both the adoption of GSCM practices and the way they are adopted, (b) the Brazilian environmental legislation and international policies are very important to boost the adoption of GSCM practices, and (c) based on the results obtained, for each one of the six GSCM practices, suggestions for a more appropriate adoption are offered to similar companies.