Market Fit and Entrepreneurial Decisions in an Unequal City

Detalhes bibliográficos
Autor(a) principal: de Queiroz, Adylson
Data de Publicação: 2023
Outros Autores: Vinicius Doria Calvosa, Marcello
Tipo de documento: Artigo
Idioma: por
Título da fonte: GVcasos
Texto Completo: https://periodicos.fgv.br/gvcasos/article/view/89217
Resumo: This teaching case represents the reality of a small business. The objective is to integrate real difficulties of a business, statistics of the sector and factors such as: cultural, environmental, demographic, economic and social changes experienced to the marketing theories used in the classroom for students of Business Administration and related areas, undergraduate or graduate. graduation. The enterprise, although long-lived, presents difficulties in: (i) identifying its market segmentation; (ii) understand the right moment for a branch and (iii) seek and take advantage of market fit. The contribution of the case will be the debate taken to the classroom, and discussion of the ways proposed by the students for the questions raised, based on the primary concepts brought in the case.
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spelling Market Fit and Entrepreneurial Decisions in an Unequal CityMarket Fit y Decisiones Emprendedoras en una Ciudad DesigualMarket fit e decisões empreendedoras em uma cidade desigualMarket fitSegmentação de mercadoPosicionamentoMaturidade mercadológicaDecisões estratégicasSegmentation targetingPositioningMarketing maturityStrategic decisionsThis teaching case represents the reality of a small business. The objective is to integrate real difficulties of a business, statistics of the sector and factors such as: cultural, environmental, demographic, economic and social changes experienced to the marketing theories used in the classroom for students of Business Administration and related areas, undergraduate or graduate. graduation. The enterprise, although long-lived, presents difficulties in: (i) identifying its market segmentation; (ii) understand the right moment for a branch and (iii) seek and take advantage of market fit. The contribution of the case will be the debate taken to the classroom, and discussion of the ways proposed by the students for the questions raised, based on the primary concepts brought in the case.O presente caso de ensino representa a realidade de uma pequena empresa. O objetivo é integrar dificuldades reais de um negócio, estatísticas do setor e fatores como: mudanças culturais, ambientais, demográficas, econômicas e sociais vivenciadas às teorias de marketing usadas em sala de aula para estudantes de Administração e áreas afins, de graduação ou pós-graduação. O empreendimento, embora longevo, apresenta dificuldades em: (i) identificar sua segmentação de mercado; (ii) compreender o momento adequado para uma filial e (iii) buscar e usufruir do market fit. A contribuição do caso será o debate levado à sala de aula, e discussão dos caminhos propostos pelos estudantes para as questões levantadas, baseados nos conceitos primários trazidos no caso.FGV EAESP2023-08-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.fgv.br/gvcasos/article/view/8921710.12660/gvcasosv13n2c3GVcasos; Vol. 13, No 2: julho-dezembro 2023; c3Revista Brasileira de Casos de Ensino em Administração; Vol. 13, No 2: julho-dezembro 2023; c32179-135Xreponame:GVcasosinstname:Fundação Getulio Vargas (FGV)instacron:FGVporhttps://periodicos.fgv.br/gvcasos/article/view/89217/84433Copyright (c) 2023 Revista Brasileira de Casos de Ensino em Administraçãohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessde Queiroz, AdylsonVinicius Doria Calvosa, Marcello2023-12-15T18:19:17Zoai:ojs.periodicos.fgv.br:article/89217Revistahttp://www.fgv.br/gvcasosPRIhttp://bibliotecadigital.fgv.br/ojs/index.php/gvcasos/oai||GVcasos.redacao@fgv.br2179-135X2179-135Xopendoar:2023-12-15T18:19:17GVcasos - Fundação Getulio Vargas (FGV)false
dc.title.none.fl_str_mv Market Fit and Entrepreneurial Decisions in an Unequal City
Market Fit y Decisiones Emprendedoras en una Ciudad Desigual
Market fit e decisões empreendedoras em uma cidade desigual
title Market Fit and Entrepreneurial Decisions in an Unequal City
spellingShingle Market Fit and Entrepreneurial Decisions in an Unequal City
de Queiroz, Adylson
Market fit
Segmentação de mercado
Posicionamento
Maturidade mercadológica
Decisões estratégicas
Segmentation targeting
Positioning
Marketing maturity
Strategic decisions
title_short Market Fit and Entrepreneurial Decisions in an Unequal City
title_full Market Fit and Entrepreneurial Decisions in an Unequal City
title_fullStr Market Fit and Entrepreneurial Decisions in an Unequal City
title_full_unstemmed Market Fit and Entrepreneurial Decisions in an Unequal City
title_sort Market Fit and Entrepreneurial Decisions in an Unequal City
author de Queiroz, Adylson
author_facet de Queiroz, Adylson
Vinicius Doria Calvosa, Marcello
author_role author
author2 Vinicius Doria Calvosa, Marcello
author2_role author
dc.contributor.author.fl_str_mv de Queiroz, Adylson
Vinicius Doria Calvosa, Marcello
dc.subject.por.fl_str_mv Market fit
Segmentação de mercado
Posicionamento
Maturidade mercadológica
Decisões estratégicas
Segmentation targeting
Positioning
Marketing maturity
Strategic decisions
topic Market fit
Segmentação de mercado
Posicionamento
Maturidade mercadológica
Decisões estratégicas
Segmentation targeting
Positioning
Marketing maturity
Strategic decisions
description This teaching case represents the reality of a small business. The objective is to integrate real difficulties of a business, statistics of the sector and factors such as: cultural, environmental, demographic, economic and social changes experienced to the marketing theories used in the classroom for students of Business Administration and related areas, undergraduate or graduate. graduation. The enterprise, although long-lived, presents difficulties in: (i) identifying its market segmentation; (ii) understand the right moment for a branch and (iii) seek and take advantage of market fit. The contribution of the case will be the debate taken to the classroom, and discussion of the ways proposed by the students for the questions raised, based on the primary concepts brought in the case.
publishDate 2023
dc.date.none.fl_str_mv 2023-08-21
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/gvcasos/article/view/89217
10.12660/gvcasosv13n2c3
url https://periodicos.fgv.br/gvcasos/article/view/89217
identifier_str_mv 10.12660/gvcasosv13n2c3
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.fgv.br/gvcasos/article/view/89217/84433
dc.rights.driver.fl_str_mv Copyright (c) 2023 Revista Brasileira de Casos de Ensino em Administração
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Revista Brasileira de Casos de Ensino em Administração
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv FGV EAESP
publisher.none.fl_str_mv FGV EAESP
dc.source.none.fl_str_mv GVcasos; Vol. 13, No 2: julho-dezembro 2023; c3
Revista Brasileira de Casos de Ensino em Administração; Vol. 13, No 2: julho-dezembro 2023; c3
2179-135X
reponame:GVcasos
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str GVcasos
collection GVcasos
repository.name.fl_str_mv GVcasos - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv ||GVcasos.redacao@fgv.br
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