Aplicação dos princípios do capitalismo consciente em uma empresa em dificuldades financeiras

Abstract

Companies under financial distress are characterized in general not only by its incapacity to honor short-term financial obligations, but also by the operational inefficiency, negative organizational climate, high turnover of talents and elevated tension between areas, especially among shareholders and employees. Academic literature demonstrates that firms that adopt conscious management practices live an opposite reality: they establish long-term and mutually beneficial partnership with its clients and suppliers, and build a healthier corporate environment, having more creative and engaged employees, thus resulting in superior levels of performance, operationally and financially. Entrepreneurs and executives that intend to migrate from one reality to the other count to little available material to learn with the transition experience lived by other companies. The present Article expects cover this gap by reporting the course of action of a financially distressed Brazilian company that applied Conscious Capitalism (CC) principles as a way of improving management practices and achieve better performance. Therefore the firm followed five steps based on the tenets of CC (Responsible Culture, Higher Purpose, Stakeholders Integration and Servant Leadership) that allowed understanding the organizational reality and the proposition of interventions in order to mitigate the main identified problems. As a result, it has been observed a changing on corporate environment in a short term characterized by increase on cash generation, improvement of organizational climate, and recovering of sales productivity, preparing the company for a consistent and long-lasting growth.