THE IMPORTANCE OF A HOLISTIC VISION IN COMMERCIAL MANAGEMENT AND ITS IMPACT ON SUSTAINABLE GROWTH

Abstract

This article aims to analyze the importance of the holistic view in commercial management and its contribution to the sustainable growth of Brazilian organizations. The increasing complexity of business environments requires an approach that considers the interdependence between the various sectors of a company and the impact of commercial decisions on the value chain as a whole. The holistic view, based on General Systems Theory, allows organizations to be understood as integrated systems, in which strategic and operational decisions must be articulated to simultaneously generate economic, social, and environmental value. The methodology used was based on a qualitative bibliographic review, focusing on national publications from 2015 to 2025, prioritizing texts that address integrated management, sustainability, and systemic commercial strategies. The results indicate that companies adopting management practices oriented by this logic show greater institutional coherence, improved performance in intangible indicators, higher customer loyalty, and greater adaptability in the face of crises. It was observed that commercial management ceases to be an isolated function and begins to act as an articulator of sustainable decisions, directly influencing reputation, innovation, and perceived market value. The integration between departments, the redefinition of performance indicators, and the adoption of a collaborative culture proved to be essential elements for the practical implementation of the holistic view in corporate settings. It is concluded that this approach offers a concrete response to the growing demands of a market increasingly driven by ESG criteria, presenting itself as a viable path to strengthen long-term competitiveness, reduce reputational risks, and consolidate a growth model based on shared value creation.