《Sustainability and Market Orientation in the Brazilian Beef Chain》.pdf

JournalofAgriculturalScienceandTechnologyB4(2014)249—260 Earliertitle：JournalofAgriculturalSciencena dTechnology，ISSN 1939-1250 一 … … SuStainab_¨tyandMarketOrientationintheBrazilian BeefChain M iguelangeloGianezini一，JfilioOtfivioJardim Barcellos，ClandioFavariniRuviaro一，TamaraEstevesde Oliveira andHomeroDewes iCenterforStudyandResearchinAgribusiness(CEPAN)．UniversidadeFederaldoRioGrandedoSul,PortoAlegre33o86—586， Brazil 2．DepartmentofSocioeconomicDevelopmentfPPGDS)，UniversidadedoExtremoSulCatarinense(UNESC)．Cricitima88806—000 Brazil 3DepartmentofAgribusiness(FACE)，UniversidadeFederaldagrandeDourados(UFGD)，Dourados79804—970,Brazil Received：March17，2014／Published：April20，2014 Abstract：Thedemandfornaturalresources，energyandfood facing thecontemporaryperceptionofsustainability isimposing challengestothe productivesectorsin accordancewith marketguidelines．In thiscontext．theBrazilian agribusinessseeksto maintain externalcompetitivenessandto sarisfy growing domesticdemands．In beefproduction，thiscompetitivenesspervades traceability．food safety and sustainability．Thisarticleaimsto identify the sustainability stateofthe artin agribusinessand characterizeitwithintheBrazilianbeefchain．Descriptivemethodology．combining aliteraturereview and adocumentary data surveywereadopted．Anoutlineofthedimensionsofagribusinesssustainability drawnfrom benchmarkpractices．indicatesthat environmenta1．socia1andtechnologicaldemna dshavebecomepartoftheindustry’sagenda．Thedataofrbeefcattlepointtoa growthinproductionbutdemonstratethatexpansionhasoccurredinraeasofenvironmentaltension．whichcreatesademandofr sustainabilityinthebeefchain．A tableofguidelinesofrsustainabilitydemonstratcsthatalthoughperceptionsraenotyetharmonized amongthelinksinthewholebeefchain，mna yofthetechnologicalguidelinesofrsustainableproductionmayincreasetheproducer’s economicefficiency．IntheBrazil