This paper examines the interactions between the pulp and paper company Aracruz Celulose and its stakeholders, as part of the process of definition of this corporate social and environmental strategies that represents a response to market demands, regulation and the need for communication with stakeholders. For the analysis, a case study methodological approach is adopted, using three research methods: documentary analysis, semi-structured interviews and non-participant observation. An analytical framework based on both the theory of co-opetitive games and the stakeholder theory is used. The paper argues that in order to manage conflicts between its corporate interests and the stakeholders' demands, Aracruz identifies the most important elements of the social and environmental games and formulates strategies to influence those elements through a network of representation that, ultimately, meets its own interests. It is stressed that the chosen analytical framework theory is based on the understanding of the voluntary and rational side of social and environmental strategies adopted by Aracruz. However, besides the rational side, this paper recommends that the analysis of this process would also contemplate the social and political contexts, which are determined by rules, norms and institutionalized conventions.
Aracruz Celulose; stakeholders; corporate social and environmental strategies; co-opetitive games
