Skip to main content
Article
Aracruz Celulose counts on HR when the going gets tough: Locals cast icon of best practice as the villain in 30-year land dispute
HUMAN RESOURCE MANAGEMENT INTERNATIONAL DIGEST (2008)
  • Asbjorn Osland, San Jose State University
  • J. Osland, San Jose State University
Abstract

Purpose – Illustrates how good HR practices can help when a company becomes engulfed in conflict with neighboring communities.

Design/methodology/approach – Describes the case of Aracruz Celulose which, while feted with awards for its best practice on sustainability and HR, was involved in a 30-year conflict over land ownership.

Findings – Argues that HR managers can: ensure that the firm's talent pool has the requisite leadership skills for future challenges; play a role in educating managers, workers and stakeholders so that their mindsets are changing with the times and current realities; take steps to ward off or ameliorate the effect of societal conflicts and targeting by non-governmental organizations; educate and advocate that HRM best practices with employees and other stakeholders hold equal importance to best practices in internal operations; establish social-performance tools to audit how well the company is doing in terms of corporate social responsibility and stakeholder relations.

Practical implications – Reveals that best practice in operational areas under a company's control cannot always protect firms from risks related to wider societal dilemmas.

Originality/value – Cautions against allowing claim and counter-claim to fuel a festering dispute.

Keywords
  • Aracruz,
  • Celulose,
  • HR,
  • land,
  • dispute
Disciplines
Publication Date
2008
Citation Information
Asbjorn Osland and J. Osland. "Aracruz Celulose counts on HR when the going gets tough: Locals cast icon of best practice as the villain in 30-year land dispute" HUMAN RESOURCE MANAGEMENT INTERNATIONAL DIGEST Vol. 16 Iss. 4 (2008)
Available at: http://works.bepress.com/asbjorn_osland/19/