The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals

Detalhes bibliográficos
Autor(a) principal: Russo, Eduardo
Data de Publicação: 2024
Outros Autores: Figueira, Ariane Roder
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/90778
Resumo: The Melissa sandals division is a subsidiary of Grendene, a Brazilian footwear manufacturer with over 40 years experience in the market. It is internationally recognized for its plastic footwear and accessories. In the last few years, the brand has been facing new challenges regarding the building of a more sustainable identity for its products and trying to implement reverse logistics initiatives in foreign markets. In this context, the case puts the reader in the role of Melinda Voguel, the executive director of Melissa Sandals, to reflect on a sustainability plan that will allow the brand a greater presence in international markets. The case was designed for undergraduate and graduate students of Business Administration, Economics, and Logistics who want to discuss topics such as brand sustainability, international marketing and branding, reverse logistics, and circular economy.
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spelling The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandalsEl caso Melissa: desafíos de sostenibilidad para la expansión internacional de una marca brasileña de sandalias de plásticoO caso Melissa: desafios de sustentabilidade para a expansão internacional de uma marca brasileira de sandálias plásticasReverse logisticsSustainabilityInternational businessCircular economyShoe industryLogística inversaSostenibilidadNegocios internacionalesEconomía circularIndustria del calzadoLogística reversaSustentabilidadeNegócios internacionaisEconomia circularIndústria calçadistaThe Melissa sandals division is a subsidiary of Grendene, a Brazilian footwear manufacturer with over 40 years experience in the market. It is internationally recognized for its plastic footwear and accessories. In the last few years, the brand has been facing new challenges regarding the building of a more sustainable identity for its products and trying to implement reverse logistics initiatives in foreign markets. In this context, the case puts the reader in the role of Melinda Voguel, the executive director of Melissa Sandals, to reflect on a sustainability plan that will allow the brand a greater presence in international markets. The case was designed for undergraduate and graduate students of Business Administration, Economics, and Logistics who want to discuss topics such as brand sustainability, international marketing and branding, reverse logistics, and circular economy.La división de sandalias Melissa es subsidiaria de Grendene, un fabricante de calzado brasileño con más de 40 años de experiencia en el mercado y reconocido internacionalmente por sus calzados y accesorios de plástico En los últimos años, la marca ha enfrentado nuevos desafíos en cuanto a la construcción de una identidad más sostenible para sus productos y trata de implementar iniciativas de logística inversa en los mercados extranjeros. En este contexto, el caso pone al lector en el papel de Melinda Voguel, Directora Ejecutiva de Sandalias Melissa, para reflexionar sobre un plan de sustentabilidad que permitirá una mayor presencia de la marca en los mercados internacionales. El caso fue diseñado para estudiantes de pregrado y posgrado de Administración de Empresas, Economía y Logística que quieran discutir temas como sostenibilidad de marca, marketing y branding internacional, logística inversa y economía circular.A divisão de sandálias Melissa é subsidiária da Grendene, fabricante brasileira de calçados com mais de 40 anos de mercado e reconhecida internacionalmente por seus calçados e acessórios de plástico. Nos últimos anos a marca tem enfrentado novos desafios na construção de uma identidade mais sustentável para seus produtos, buscando implementar iniciativas de logística reversa no mercado internacional. Neste contexto, o caso coloca o leitor no papel de Melinda Voguel, Diretora Executiva das Sandálias Melissa, de forma a refletir sobre um plano de sustentabilidade que permitirá uma maior presença da marca nos mercados internacionais. O case foi pensado para estudantes de graduação e pós-graduação em Administração, Economia e Logística que desejam discutir temas como sustentabilidade de marca, marketing e branding internacional, logística reversa e economia circular.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2024-02-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/9077810.1590/1679-395120230109Cadernos EBAPE.BR; Vol. 22 No. 1 (2024); e2023-0109Cadernos EBAPE.BR; Vol. 22 Núm. 1 (2024); e2023-0109Cadernos EBAPE.BR; v. 22 n. 1 (2024); e2023-01091679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/90778/85318https://periodicos.fgv.br/cadernosebape/article/view/90778/85319https://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessRusso, EduardoFigueira, Ariane Roder2024-02-28T19:19:24Zoai:ojs.periodicos.fgv.br:article/90778Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:36.734820Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals
El caso Melissa: desafíos de sostenibilidad para la expansión internacional de una marca brasileña de sandalias de plástico
O caso Melissa: desafios de sustentabilidade para a expansão internacional de uma marca brasileira de sandálias plásticas
title The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals
spellingShingle The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals
Russo, Eduardo
Reverse logistics
Sustainability
International business
Circular economy
Shoe industry
Logística inversa
Sostenibilidad
Negocios internacionales
Economía circular
Industria del calzado
Logística reversa
Sustentabilidade
Negócios internacionais
Economia circular
Indústria calçadista
title_short The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals
title_full The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals
title_fullStr The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals
title_full_unstemmed The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals
title_sort The Melissa case: sustainability challenges for the international expansion of a Brazilian brand of plastic sandals
author Russo, Eduardo
author_facet Russo, Eduardo
Figueira, Ariane Roder
author_role author
author2 Figueira, Ariane Roder
author2_role author
dc.contributor.author.fl_str_mv Russo, Eduardo
Figueira, Ariane Roder
dc.subject.por.fl_str_mv Reverse logistics
Sustainability
International business
Circular economy
Shoe industry
Logística inversa
Sostenibilidad
Negocios internacionales
Economía circular
Industria del calzado
Logística reversa
Sustentabilidade
Negócios internacionais
Economia circular
Indústria calçadista
topic Reverse logistics
Sustainability
International business
Circular economy
Shoe industry
Logística inversa
Sostenibilidad
Negocios internacionales
Economía circular
Industria del calzado
Logística reversa
Sustentabilidade
Negócios internacionais
Economia circular
Indústria calçadista
description The Melissa sandals division is a subsidiary of Grendene, a Brazilian footwear manufacturer with over 40 years experience in the market. It is internationally recognized for its plastic footwear and accessories. In the last few years, the brand has been facing new challenges regarding the building of a more sustainable identity for its products and trying to implement reverse logistics initiatives in foreign markets. In this context, the case puts the reader in the role of Melinda Voguel, the executive director of Melissa Sandals, to reflect on a sustainability plan that will allow the brand a greater presence in international markets. The case was designed for undergraduate and graduate students of Business Administration, Economics, and Logistics who want to discuss topics such as brand sustainability, international marketing and branding, reverse logistics, and circular economy.
publishDate 2024
dc.date.none.fl_str_mv 2024-02-28
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/cadernosebape/article/view/90778
10.1590/1679-395120230109
url https://periodicos.fgv.br/cadernosebape/article/view/90778
identifier_str_mv 10.1590/1679-395120230109
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/90778/85318
https://periodicos.fgv.br/cadernosebape/article/view/90778/85319
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
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 22 No. 1 (2024); e2023-0109
Cadernos EBAPE.BR; Vol. 22 Núm. 1 (2024); e2023-0109
Cadernos EBAPE.BR; v. 22 n. 1 (2024); e2023-0109
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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