A Mocca Pode Inovar?

• Autor(a) principal: Beuter Junior, Nelson
• Data de Publicação: 2022
• Outros Autores: Faccin, Kadígia, Fassina Santini, Mateus Augusto, Kremer Sott, Michele
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Administração (São Paulo. Online)
• Texto Completo: https://raep.emnuvens.com.br/raep/article/view/2269

This case is a narrative with a fictional plot based on real facts experienced by the authors throughout their professional careers. We present Mocca, a family business in the footwear industry with 34 years of experience that reached its peak in the late 90's.  However, in the early 2000s its sales decreased due to the reduction of trade barriers and the migration of the footwear sector to the country’s great centers – thus the company had a period of stagnation. So now Mocca needs to reinvent and innovate to grow again. Some questions are raised and Mocca's managers need to identify innovation tools that help the implementation of innovation strategies for business growth. Thus, managers look for alternatives to implement innovations that put Mocca back on a competitive level. In this case, with the support of innovation management tools, students are guided to discuss and explore solutions for Mocca.