Fênix Smiles - The Smiles Loyalty Company Case

• Autor(a) principal: Guerreiro, Rafael Silva
• Data de Publicação: 2019
• Outros Autores: Meirelles, Dimária Silva e, Motta, Artur Machado da, Paula, Vérica Freitas de, Paula, Verônica Freitas de
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Administração (São Paulo. Online)
• Texto Completo: https://raep.emnuvens.com.br/raep/article/view/1536
• topic: Marketing; Business model; Coalition program; Fidelity program; Competitive strategy; Marketing; Modelo de Negócio; Programa de coalizão; Programa de fidelidade; Estratégia competitiva

This case objective is to report Smiles’ business model evolution, since its origin, as the loyalty program of the Brazilian largest airline at that time, VARIG, to the present moment, as an independent company, switching to become a coalition program. Throughout the case, the reader will encounter several business management situations, approaching strategic decisions and definitions related to the tripod configuration, construction and value appropriation, inherent to Business Model studies. It is expected that this case will contribute to the enrichment of studies related to Strategy topic and, above all, Business Model, using a real situation, which will allow readers to experience the reality of one of the main companies in its industry. Teaching notes are presented at the end, proposing applications to explore the case, theoretical background and questions for discussion. The present study was conducted in 2015 with the consent of the company's Head of Marketing for academic purposes and updated by secondary data in 2017.