Proecological strategies are resulting in both corporate social responsibility and environmental protection, especially when the company’s competitive position relay on natural resources. Usually, companies announce-only positive effects of introduced green strategies, however sometimes disasters destroy the efforts of both companies and local communities. There are problems in the balance of relations between human activities and the natural environment that are particularly evident in the mining industry. In this sector, it is possible to identify some failures in pro-ecological strategies and this article presents a case study based on the Brazilian. The study has the character of theoretical assumptions and operationalization of concepts for further empirical research, which going to be a continuation of the ongoing project of analysing strategies in a selected sector.