We discuss in this research the concept of social identity and we link it with the development of Natura’s strategy and the company’s effort in order to get legitimation and resources. When managers implement a new technology or strategy in order to adapt the organization to their business environment, they usually produce two consequences. The first, labeled the objective structural consequence, restructures organizational tasks and relationships to enhance efficiency and productivity. The second, the subjective human consequence, weakens or counteracts the intended efficiency and productivity of the structural arrangement. We will present and discuss the concept of organizational paradoxes produced by the subjective human consequence described above, using the studies of Boltanski and Thevenot about social legitimation as a theretical approach.