Abstract

PurposeThe purpose of this study is to identify the key features of a non-spiritual organization (NSO) and to show what it is capable of delivering to society.Design/methodology/approachThis study relies on grounded theory method, given that it allows the researcher to apply flexible guidelines to collect and analyze qualitative data to build theories on the grounds of the data themselves. Therefore, qualitative data are derived from quotations, observations and excerpts from documents. The backdrop of this investigation was the accident caused by a Brazilian miner in the Rio Doce basin after the collapse of the Fundão dam in Bento Rodrigues, Brazil.FindingsOverall, data revealed a pattern in which five themes emerged naturally, namely, the antecedents, poor corporate values, lack of appropriate management tools, unjustified dynamics and dealing with the consequences. Further, the ethical imperatives of doing right, doing good and doing well may be only discursive elements for great corporations. At first sight, adhering to an NSO frame is a result of a strategic decision.Research limitations/implicationsTaking into account the method that was used, the results cannot be generalized and herein resides the major limitation of this study.Practical implicationsIt is very concerning that an acknowledged and awarded company is involved in such an episode. Such evidence prompts us to suspect that many so-called good companies may be deliberately hiding their shadows from society.Originality/valueTo the best of the author’s knowledge, this is the first empirical work toward untangling the meaning, nuances and contours of an NSO. In doing so, it helps understand the impact of this sort of companies on society and environment.

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