Digital Transformation and Green Operations: A Successful Entrepreneurial Journey at Portobello Shop

The combination of digital technologies and green transition is creating unprecedented opportunities to generate new entrepreneurial initiatives addressing environmental sustainability. Although digital and green endeavors have been extensively investigated in the last years, new scholarly discussions and practical evidence are required to clarify the intertwined dynamics among the two areas of organizational innovation. This article presents a real case of strategy definition and action for integration of green and digital initiatives to build an excellence-oriented and sustainable business model. The analyzed organization is Portobello, the largest coating company in Brazil. The study method included interviews with managers, direct author's participation, and access to secondary company data. The company's operations and logistics, with related product development and commercial implications, are investigated to bring evidence about 1) the innovative entrepreneurial philosophy and skills showed by managers to undertake the organizational transformation; 2) the digital solutions developed to drive excellence and sustainability into business operations; 3) the multidimensional impact in terms of ESG performance and sustainability KPIs. The article stimulates new academic discussion on how the digital transition drives more sustainable businesses. From a practitioner's perspective, the work provides experience-based insights on how to successfully conduct a digital and green manufacturing journey.