Low-income Female Entrepreneurship: When Business is the Privacy

• Autor(a) principal: Menegon, Leticia Fantinato
• Data de Publicação: 2020
• Outros Autores: Cernev, Adrian Kemmer, Ferreira, Fernando Coelho Martins, Balian, José Eduardo Amato
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
• Texto Completo: https://www.regepe.org.br/regepe/article/view/1796
• topic: Entrepreneurship; E-commerce; Operations; Retail; Sales channels; Empreendedorismo; Comércio eletrônico; Operações; Varejo; Canais de vendas

Objective of the case: to foster discussions about the management challenges faced by entrepreneurs at the beginning of their operations, taking into consideration various retail business models.Methodology/approach: a case study for administration teaching purposes based on a real-life venture engendered in a business incubator.Main results: InSense, a business developed by Grazi, a low-income entrepreneur, faces a number of management challenges as the company grows, namely: prejudice associated to its line of products, poor reliability of logistics partners and burgeoning Chinese competition offering low priced, poor quality products. Those adversities, coupled with the entrepreneur's lack of managerial experience and the emerging sales channel conflict, led her to assess the need to reshape the business model.Theoretical/methodological contributions: develop the student’s capacity to solve management problems of high and medium complexity in the context of a venture with potential for scalable growth.Relevance/originality: the case fosters discussion regarding electronic commerce strategies, logistics solutions, confrontation of the Chinese competition, supply and sales channels.Social/management contributions: to help students appreciate the difficulties of the initial process of entrepreneurship by looking at the peculiarities surrounding running a developing business.