Responsabilidade socioambiental no processo de adaptação estratégica da cooperativa aurora alimentos no período de 2004 a 2010/ The environmental responsibility in the strategic adaptation process of aurora foods cooperative in the period from 2004to2010

The objective of this study was to understand the process of strategic adaptation, with a focus on environmental responsibility of the Aurora Foods Company. There search is characterized as descriptive, case study, with a longitudinal study. The model of Pettigrew (1987) was used, who propose to investigate the stage of change in the process, content and context dimensions. The primary data collection occurred by personal interviews, and the secondary data was obtained through organizational documents, reports, and other secondary sources. In the data analysis, the main events were studied based on theoretical work relating to environmental management and strategic fit in relation to social responsibility by the model proposed by Schwartzand Carroll (2003). It was concluded that the changes were linked to forms of management's vision, a process of continuous learning, and of clarity about the whole complexity that involves social and environmental variables, which has been evolving with the environmental issues, evolving a set of actions, conduct and management.