A sustentabilidade como diferencial competitivo na construção civil: um estudo sobre o produto de alvenaria em polistireno expansivo
This research aimed to analyze how the use of Expandable Polystyrene (EPS) can be worked as a competitive advantage by construction companies in their marketing efforts. For this, it was discussed the sustainability concept evolution, the principles of sustainable marketing or green marketing, the sustainability as a competitive advantage and also sustainability in construction.The research adopted a qualitative approach with exploratory nature, and was carried out through semi-structured interviews with five representatives from construction companies in João Pessoa-PB, chosen by convenience. The Data was collected from September to October 2016, and the results were analyzed using the content analysis technique. It was concluded that the concern with the environment must come from any company or person, because at the end, the recognition, the competitive advantage, the brand awareness, and the green marketing are nothing but details in face of a common goal: save the planet. Any measure is valid for environmental conservation and awareness that we need to develop us in an increasingly sustainable way.
SUSTENTABILIDADE, POLIESTIRENO EXPANSÍVEL (EPS), MARKETING AMBIENTAL, DIFERENCIAL COMPETITIVO
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