Regenerative Entrepreneurship in the Amazon: Mechanisms of Ecological Knowledge Integration in the Aura Amazônia Case

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ABSTRACT

This study examines how entrepreneurs in modern societies acquire ecological knowledge to build regenerative organizations. Using a longitudinal qualitative case study of Aura Amazônia, which offers aromatic tours in the Uatumã Sustainable Development Reserve, the research explores regeneration as a response to destabilized entrepreneurial ecosystems. Aura Amazônia creates value for human and non-human stakeholders through co-creation, fostering ecological health and community well-being. Data collection included interviews with 16 stakeholders, participatory observation, and content analysis from 2023 to 2025. Findings identify five mechanisms: (1) triggers of regeneration, (2) ecological learning, (3) sharing knowledge and values, (4) side effects of regeneration, and (5) guardianship of nature and community. They describe regenerative entrepreneurship as an ecological system of interdependencies. The study contributes by describing how a regenerative organization emerges, grounding it in the Amazon, and offering insights into theory and practice. Limitations include its single-case focus, with further research ongoing.

BIOGRAPHY

Silvia Ferraz Nogueira De Tommaso (she/her), academic and entrepreneur, integrates scientific methods and business models to advance strategic management for profitability and social well-being. She teaches strategy at FIA Business School, focusing on sustainability, ESG, systems thinking, stakeholder management, and shared value strategies, bridging theory and practice. At SemeAd, Brazil’s second most relevant management congress, she leads the strategy and policies for innovation track. Silvia holds a PhD in Administration from FEA-USP on strategic stakeholder management, a master’s in business management from FIA on shared value creation, a degree in Language and Literature from USP, an MBA in Strategy from BSP, and a specialization in third sector management from FGV. Currently a postdoctoral fellow at FEA, she researches entrepreneurial judgment, regenerative entrepreneurship, and deep tech ventures, with a project on Amazon. With 28 years in management and in international business, she has held leadership roles in associations and develops social entrepreneurship initiatives.