Product details

This is a Portuguese version of the case ''SKE108''. In 2002, the Orsa Group consisted of several business units in the pulp, paper, and packaging sector, having grossed nearly US$250 million that year. The Group''s enterprises were: Orsa Celulose; Papel e Embalagens [Orsa Pulp, Paper and Packaging], featuring industrial plants in the states of Sao Paulo and Goias and in the Amazon; and Jari Celulose and Orsa Florestal, both located in the Jari region in the heart of the Amazon rainforest. In addition, its philosophical principle of social and environmental responsibility led the Group to create a non-profit organization, the Orsa Foundation, supported by 1% of the Group''s consolidated gross sales. More than a mere social welfare action branch, the Orsa Foundation became a priority within company operations as a result of two major factors: (1) Orsa was a family-owned business run by main shareholder and President Sergio Amoroso, an entrepreneur with a penchant for social issues; and (2) the strategic alignment, especially at the Jari Celulose unit, between business objectives and local, sustainable development. In the light of the specific challenges faced by pulp companies and international markets in general, Amoroso, along with Orsa Group''s advisors and top managers, needed to assess the impact of the Orsa Foundation''s social strategy on Jari operations.