The competitiveness of the tropical wood is going through some fundamental changes. On one hand, the participation of tropical wood in the world market is falling, as well as its real prices. On the other hand, the number of consumers, who are concerned with the environment, is increasing both the industrialized countries and in the markets of the South and Southeast of Brazil. Those consumers have preference for certified wood, that comes either from areas with sustainable forest management or from plantations that have the guarantee of institutions globally recognized. This work aims to verify the way that those events affect the wood sector in the Amazon region, considering that they induce the search of new solutions and decisions which, being besides the routines, can make to emerge new managerial attitudes.
