Suzano’s Innovability Transformation: The Next 100 Years (Portuguese)

Monteiro L. Felipe; Carrick Anne-Marie; Tanure Betania ; Visnjic Ivanka

Product #:IN-2421

Supplier:INSEAD

Discipline:Strategy

Setting:South America

Details:Case (PDF) • 54 pages • 2024-09-10

Subjects:

Strategy

Geography:

South America

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$9.71

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Based in Brazil, Suzano is a global leader in pulp and paper that is looking to diversify beyond its core activities and become part of the green economy. A merger with Fibria in 2019 leads to a major restructuring. As the company celebrates its 100-year anniversary in 2023, attention turns to framing a vision for the century to come. The case describes Suzano’s efforts in innovation and how “innovability” permeates the entire company, creating new business opportunities for the future. These include solutions to various challenges centred on planting eucalyptus, which has short fibres, and the trading of pulp and paper. It shows how Suzano combines efficient execution with sustainable practices while continuing to be competitive globally.

Learning Objectives

This case illustrates how innovation can be a catalyst for a sustainability transformation in large organizations, in this context referred to as “innovability”. The setting – a global company based in Brazil – highlights the challenges and opportunities of emerging markets. It shows how Suzano puts in place a highly sustainable business model in terms of cost efficiency and excellent execution. Instructors can access additional video interviews at https://publishing.insead.edu/case/suzano.