Brick’s Burguer House: The challenge to grow without losing the taste
Autor(a) principal: | |
---|---|
Data de Publicação: | 2020 |
Outros Autores: | , , |
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/1736 |
Resumo: | Objective: to propose a case study to analyze the growth and development strategies of a handmade hamburger, Brick's Burger House - the "star's snack", which intends to expand its business to other cities. Context/Reality investigated: with two years of existence, in the city where it operates, the company has become market leader in its segment. The competition, which aggressively tries to get a bigger share of the market, imposes to the partners the great challenge of defining Brick's growth strategy. Diagnosis/Problem situation/Opportunity: The big challenge is to grow without losing the main reason of the hamburger’s success: to provide customers with the Brick's experience. Results: The result of the research corroborates the orientation towards entrepreneurial marketing (OME), a characteristic in the behavior of the snack bar and hamburger shop sector, which points out looks focused on the market, the opportunity, and the customer. This brings to light the discussion, in class, about entrepreneurial skills and the proposal of solutions for decision-making. |
id |
ANEGEPE_e6335cd4a9d06aeb9fc64e0b92bc1cd0 |
---|---|
oai_identifier_str |
oai:ojs.regepe.org.br:article/1736 |
network_acronym_str |
ANEGEPE |
network_name_str |
REGEPE Entrepreneurship and Small Business Journal |
repository_id_str |
|
spelling |
Brick’s Burguer House: The challenge to grow without losing the tasteBrick’s Burguer House: El desafío de cultivar sin perder su saborBrick’s Burguer House: O desafio de crescer sem perder o saborEntrepreneurshipEntrepreneur MarketingDecision of makingCase studyEntrepreneurshipMarketing EmpreendedorTomada de decisãoEmpreendedorismoCaso de ensinoEmpreendedorismoEmprendimientoMarketing empresarialToma de decisionesEstudio de casoEmpreendimientoObjective: to propose a case study to analyze the growth and development strategies of a handmade hamburger, Brick's Burger House - the "star's snack", which intends to expand its business to other cities. Context/Reality investigated: with two years of existence, in the city where it operates, the company has become market leader in its segment. The competition, which aggressively tries to get a bigger share of the market, imposes to the partners the great challenge of defining Brick's growth strategy. Diagnosis/Problem situation/Opportunity: The big challenge is to grow without losing the main reason of the hamburger’s success: to provide customers with the Brick's experience. Results: The result of the research corroborates the orientation towards entrepreneurial marketing (OME), a characteristic in the behavior of the snack bar and hamburger shop sector, which points out looks focused on the market, the opportunity, and the customer. This brings to light the discussion, in class, about entrepreneurial skills and the proposal of solutions for decision-making.Objetivo: Proponer un caso de estudio para analizar las estrategias de crecimiento y desarrollo de una hamburguesa artesanal, Brick’s Burguer House - el "snack estrella", que pretende expandir su negocio a otras ciudades. Contexto / Realidad investigada: Con dos años de existencia en la ciudad donde opera, la empresa se ha convertido en líder de mercado en su segmento. La competencia, que busca agresivamente hacerse con una mayor participación de mercado, impone a los socios el gran desafío de definir la estrategia de crecimiento de Brick. Diagnóstico / Problema-Situación / Oportunidad: El gran desafío es crecer sin perder la principal razón del éxito de la hamburguesa: brindar a los clientes la experiencia del Brick. Resultado: El resultado de la investigación corrobora la orientación hacia el marketing emprendedor (OME), característico en el comportamiento del sector de snacks y hamburguesas, que apunta hacia el mercado, la oportunidad y el cliente. Esto plantea la discusión, en el aula, sobre las habilidades emprendedoras y la propuesta de soluciones para la toma de decisiones.Objetivo: Este caso de ensino objetiva analisar estratégias de crescimento e desenvolvimento para uma hamburgueria artesanal, o Brick’s Burguer House - “LANCHE DAS ESTRELAS”, que pretende expandir seus negócios para outras cidades. Contexto/Realidade Investigada: Com dois anos de existência, tornou-se líder do seu segmento de mercado, na cidade onde atua. O surgimento da concorrência que tenta de forma agressiva, conseguir uma maior fatia do mercado, leva os sócios a saberem que tem um grande desafio à sua frente, que é definir a estratégia de crescimento do Brick’s. Diagnóstico/Situação-problema/Oportunidade: O grande desafio é crescer sem perder a principal razão do sucesso da hamburgueria: proporcionar aos clientes a experiência Brick’s. Resultado: O resultado do caso de ensino vêm em concordância entre a visão do empreendedor através da Orientação para o Marketing Empreendedor (OME), nomeadas como: olhar voltado ao mercado; olhar voltado à oportunidade e olhar voltado ao cliente. Verificou-se que o setor de lanchonetes e hamburguerias teve um comportamento mais voltado à OME. Após análise da situação apresentada, os alunos são convidados a discutir sobre habilidades empreendedoras, propondo soluções para a tomada de decisão.ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas2020-12-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionTextoTextoinfo:eu-repo/semantics/otherapplication/pdfapplication/pdfapplication/pdfapplication/pdfhttps://www.regepe.org.br/regepe/article/view/173610.14211/regepe.v10i1.1736REGEPE Entrepreneurship and Small Business Journal; Vol. 10 No. 1 (2021): Jan./Apr.; e1736REGEPE Entrepreneurship and Small Business Journal; Vol. 10 Núm. 1 (2021): ene./abr.; e1736REGEPE Entrepreneurship and Small Business Journal; v. 10 n. 1 (2021): jan./abr.; e17362965-1506reponame:Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPEinstname:Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)instacron:ANEGEPEporenghttps://www.regepe.org.br/regepe/article/view/1736/496https://www.regepe.org.br/regepe/article/view/1736/497https://www.regepe.org.br/regepe/article/view/1736/494https://www.regepe.org.br/regepe/article/view/1736/495BrazilBrasilBrasilCopyright (c) 2020 Marta Elisa Morais da Silva Bendor, Priscila Maria Vasconcelos Porto, Francisca Juliana Miranda Linhares, Ruan Carlos dos Santoshttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessBendor, Marta Elisa Morais da SilvaPorto, Priscila Maria VasconcelosLinhares, Francisca Juliana MirandaSantos, Ruan Carlos dos2023-03-25T10:18:28Zoai:ojs.regepe.org.br:article/1736Revistahttps://www.regepe.org.br/regepe/indexPRIhttps://www.regepe.org.br/regepe/oaieditorialregep@gmail.com2316-20582316-2058opendoar:2023-03-25T10:18:28Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)false |
dc.title.none.fl_str_mv |
Brick’s Burguer House: The challenge to grow without losing the taste Brick’s Burguer House: El desafío de cultivar sin perder su sabor Brick’s Burguer House: O desafio de crescer sem perder o sabor |
title |
Brick’s Burguer House: The challenge to grow without losing the taste |
spellingShingle |
Brick’s Burguer House: The challenge to grow without losing the taste Bendor, Marta Elisa Morais da Silva Entrepreneurship Entrepreneur Marketing Decision of making Case study Entrepreneurship Marketing Empreendedor Tomada de decisão Empreendedorismo Caso de ensino Empreendedorismo Emprendimiento Marketing empresarial Toma de decisiones Estudio de caso Empreendimiento |
title_short |
Brick’s Burguer House: The challenge to grow without losing the taste |
title_full |
Brick’s Burguer House: The challenge to grow without losing the taste |
title_fullStr |
Brick’s Burguer House: The challenge to grow without losing the taste |
title_full_unstemmed |
Brick’s Burguer House: The challenge to grow without losing the taste |
title_sort |
Brick’s Burguer House: The challenge to grow without losing the taste |
author |
Bendor, Marta Elisa Morais da Silva |
author_facet |
Bendor, Marta Elisa Morais da Silva Porto, Priscila Maria Vasconcelos Linhares, Francisca Juliana Miranda Santos, Ruan Carlos dos |
author_role |
author |
author2 |
Porto, Priscila Maria Vasconcelos Linhares, Francisca Juliana Miranda Santos, Ruan Carlos dos |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Bendor, Marta Elisa Morais da Silva Porto, Priscila Maria Vasconcelos Linhares, Francisca Juliana Miranda Santos, Ruan Carlos dos |
dc.subject.por.fl_str_mv |
Entrepreneurship Entrepreneur Marketing Decision of making Case study Entrepreneurship Marketing Empreendedor Tomada de decisão Empreendedorismo Caso de ensino Empreendedorismo Emprendimiento Marketing empresarial Toma de decisiones Estudio de caso Empreendimiento |
topic |
Entrepreneurship Entrepreneur Marketing Decision of making Case study Entrepreneurship Marketing Empreendedor Tomada de decisão Empreendedorismo Caso de ensino Empreendedorismo Emprendimiento Marketing empresarial Toma de decisiones Estudio de caso Empreendimiento |
description |
Objective: to propose a case study to analyze the growth and development strategies of a handmade hamburger, Brick's Burger House - the "star's snack", which intends to expand its business to other cities. Context/Reality investigated: with two years of existence, in the city where it operates, the company has become market leader in its segment. The competition, which aggressively tries to get a bigger share of the market, imposes to the partners the great challenge of defining Brick's growth strategy. Diagnosis/Problem situation/Opportunity: The big challenge is to grow without losing the main reason of the hamburger’s success: to provide customers with the Brick's experience. Results: The result of the research corroborates the orientation towards entrepreneurial marketing (OME), a characteristic in the behavior of the snack bar and hamburger shop sector, which points out looks focused on the market, the opportunity, and the customer. This brings to light the discussion, in class, about entrepreneurial skills and the proposal of solutions for decision-making. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-12-25 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Texto Texto info:eu-repo/semantics/other |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.regepe.org.br/regepe/article/view/1736 10.14211/regepe.v10i1.1736 |
url |
https://www.regepe.org.br/regepe/article/view/1736 |
identifier_str_mv |
10.14211/regepe.v10i1.1736 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://www.regepe.org.br/regepe/article/view/1736/496 https://www.regepe.org.br/regepe/article/view/1736/497 https://www.regepe.org.br/regepe/article/view/1736/494 https://www.regepe.org.br/regepe/article/view/1736/495 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf application/pdf application/pdf |
dc.coverage.none.fl_str_mv |
Brazil Brasil Brasil |
dc.publisher.none.fl_str_mv |
ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas |
publisher.none.fl_str_mv |
ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas |
dc.source.none.fl_str_mv |
REGEPE Entrepreneurship and Small Business Journal; Vol. 10 No. 1 (2021): Jan./Apr.; e1736 REGEPE Entrepreneurship and Small Business Journal; Vol. 10 Núm. 1 (2021): ene./abr.; e1736 REGEPE Entrepreneurship and Small Business Journal; v. 10 n. 1 (2021): jan./abr.; e1736 2965-1506 reponame:Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE instname:Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE) instacron:ANEGEPE |
instname_str |
Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE) |
instacron_str |
ANEGEPE |
institution |
ANEGEPE |
reponame_str |
Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE |
collection |
Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE |
repository.name.fl_str_mv |
Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE) |
repository.mail.fl_str_mv |
editorialregep@gmail.com |
_version_ |
1803580218503331840 |