Purpose: The aim of this research was to evaluate the maturity level of strategic communication management implemented by Brazilian startups.Design/methodology/approach: This study employed the analytic hierarchy process (AHP), survey and Grey Fixed Weight Clustering modeling techniques. Three experts with extensive academic and practical experience in the subject participated in the AHP process, providing their opinions on the relative importance of eight variables associated with the topic under investigation, thus enabling their prioritization. Concurrently, data were collected through a survey from 23 respondents who have extensive knowledge about the realities of Brazilian startups. The weights derived from the AHP and the survey data were utilized in the Grey Fixed Weight Clustering modeling.Findings: Based on the opinions of the 23 respondents, the level of implementation of practices related to strategic management, brand management, external image management and internal communication management is superficial. In addition, according to the majority of experts, Brazilian startups exhibited a medium level of maturity to address the key challenges related to communication management. Furthermore, this study reveals that the variables “financial resources allocation,” “stakeholder relationship” and “brand management” were deemed the most significant for the model.Originality/value: The contributions presented herein can be beneficial for both researchers and startup managers seeking to enhance communication strategies in their organizations. This research also contributes by highlighting how grey systems theory can be extremely useful for conducting decision-making analyses in the context of startups, which is characterized by uncertainty and imprecise information.

This paper presents an innovative experience involving students and professors from diverse backgrounds and regions that was designed to integrate corporate sustainability (CS) knowledge into undergraduate programs. An action research approach was adopted, with the course running over one semester. The course involved 146 students with diverse academic backgrounds from universities across Brazil along with eight professors from Brazil, Chile, and South Africa. The proposed approach provides actionable insights into the integration of sustainability concepts in the higher educational setting, thereby contributing to the development of a more environmentally and socially conscious generation of professionals. The learning outcomes are discussed in the light of the Sustainable Development Goal (SDG) Agenda, particularly SDG 7 (affordable and clean energy), SDG 9 (industry, innovation, and infrastructure), and SDG 13 (climate action). In addition, it is important to highlight that the dissemination of the course’s key features can be useful for universities, professors, and researchers engaged in training future professionals capable of addressing real-world problems of innovation and sustainability. By employing an action research methodology and fostering collaboration among students and professors with diverse academic backgrounds and from different countries, including Brazil, Chile, and South Africa, this paper presents a multiregional and interdisciplinary perspective that sets it apart from conventional practices. The emphasis on providing actionable insights and its potential applicability for universities, professors, and researchers involved in training future professionals further underscore its distinctive contribution to education for sustainable development.

Purpose: The purpose of this viewpoint is to present some reflections about the coronavirus disease 2019 (COVID-19) pandemic impacts on the transition to Industry 4.0 in the Brazilian manufacturing sector context.Design/methodology/approach: Initially, a bibliographic research study was carried out to establish a theoretical background and contextualization. After analysing different kinds of documents, the authors of this viewpoint discussed potential COVID-19 impacts on the transition to Industry 4.0 in the Brazilian manufacturing sector. A multidisciplinary discursive approach was used in the debates.Findings: The COVID-19 pandemic will negatively influence the transition of Brazilian manufacturing sector to Industry 4.0. Despite the fact that some “World Class Companies” based in Brazil still continue the transition process towards the “Digital Revolution”, most of Brazilian manufacturing companies are postponing important initiatives related to Industry 4.0 due to uncertainties. In addition, policies promoting innovation are increasingly necessary.Practical implications: This viewpoint presents interesting implications for researchers and society. Researchers can use these reflections to structure surveys or case studies to better understand the aforementioned impacts on companies due to the pandemic. These reflections can also be used by society for public policy debates. For companies, the information presented highlights the relevance of Industry 4.0 as an important phenomenon to manufacturing sector and companies' competitiveness.Originality/value: This viewpoint presents reflections which may be used to encourage debates about how to manage digital transformation in the manufacturing sector during an unstable environment.

Purpose: The present study aimed to evaluate how Brazilian companies from different sectors are developing human resources practices in the context of Industry 4.0 and which of these practices allows better differentiate of companies.Design/methodology/approach: After a systematic literature review to identify the most important human resources practices in the context of Industry 4.0, a survey with professionals from human resources area of companies operating in Brazil was carried out. Data analysis was performed through frequency evaluation and CRITIC method (Criteria Importance Through Intercriteria Correlation). CRITIC method was used to identify the practices that best differentiate the studied companies.Findings: The analysed companies are in different evolutionary stages regarding how human resources management practices are adapting to the Industry 4.0 context. Few companies have presented reliable results to better support the transition process. Practices related to evaluating employee performance in this context, estimating the needs of financial resources and time for the training required by Industry 4.0 and establishing systems to recognise talents among employees who already work for the company are the practices that best differentiate companies.Originality/value: There are few studies on this topic for Brazilian context. The information presented in this article can be useful for professionals and researchers.

Purpose: The objectives of this study are twofold: identify the main challenges in performing training on Industry 4.0 concepts to managers operating in the manufacturing sector who are not familiar with them but aspire for an Industry 4.0 broad view and validate training practices that can be adopted to reduce managerial knowledge differences.Design/methodology/approach: A Delphi method was carried out in two rounds to identify the Industry 4.0 training challenges and a Fuzzy Delphi method was applied in one round to validate the training practices. Both methods used the same set of participants composed of experts in training for Industry 4.0. Results were discussed considering literature statements.Findings: In total, 11 challenges in Industry 4.0 training were identified and grouped into: challenges associated with the necessary knowledge, challenges of breaking paradigm, challenges associated with training characteristics and challenges associated with expected results. In total, 11 training practices were directly validated, including actions to be adopted before, during, and after the training process.Originality/value: The findings are relevant for professionals, academics, or consultants as the findings enable better training planning and execution. No similar papers were found in scientific databases, reinforcing this present study's originality and contribution.

This article aims to perform a critical analysis of wage gaps according to gender from information provided by sustainability reports that were disseminated by Brazilian companies listed in the Ibovespa index. To conduct this analysis, bibliographic research was performed, followed by a deductive content analysis of sustainability reports from Brazilian companies listed in the Ibovespa index, considering item 405-2 of the Global Reporting Initiative standard. From this analysis, it was possible to show that only some companies disseminate detailed information related to the gender wage ratio. Many companies do not present this data or present it superficially. The findings of this research present important insights that may be used to motivate debates on the topic.