SUSTAINABILITY ORIENTED INNOVATION, THE RESOURCE-BASED VIEW AND THE “TERROIR COMPETENCES” IN AIR TRANSPORTATION COMPANIES

Abstract

This work proposal is to study the sustainability-oriented initiative, the relationship between the resource-based view (RBV) and the organization's external environment from the perspective of the Terroir Competencies, which is a framework of resources orchestration. The resource-based view is one of the main theories for sustainable strategy analysis, in which a company has its competitive advantage from the uniqueness of its resources. However, since the vision focuses on the internal environment, the theory neglects the external environment, becoming relevant the study of the resources orchestration with the external environment. In order to develop this work, a documental research was made with companies in a specific sector. The sector adopted for the development of this study is passenger air transportation, due to the size and importance of the industry. When analyzing the sustainability-oriented innovations data in the sustainability reports of the three largest airlines in Brazil, it was possible to notice that most innovations are seeking greater economy and efficiency, mainly with fuel consumption, and with customer service, and that the company's resources are important to the execution of its strategy.