Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde

Detalhes bibliográficos
Autor(a) principal: Silva, Nuno Maria Múrias Roquette Cornélio da
Data de Publicação: 2015
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/20356
Resumo: This case study is based in Mundo Verde, a Brazilian natural products company, and its focused on the strategic decisions the company has to make to overcome the current problems. The case is built around three major theoretical perspectives: Competitive advantages from a Resource Based View, Brand Identity and Entrepreneurship. In the case is presented first the company, disclosing the necessary information to analyze and comprehend Mundo Verde, by accurately identifying the company´s competitive advantages. Next the student is presented to a narrative where the CEO of the company meets one of the franchisees in an attempt to find out more about the company´s issues and to see how the stores are working. Several scenarios are presented to the students which represent several possibilities of action, considering the company, the problems to be addressed and the objectives of the company.
id RCAP_97166e9a5edfa7416e8b04db740885e7
oai_identifier_str oai:repositorio.ucp.pt:10400.14/20356
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo VerdeMundo VerdeResource based viewCompetitive advantageBrand equityBrand identityStandardizationCustomizationLocal adaptationEntrepreneurshipMarketingDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis case study is based in Mundo Verde, a Brazilian natural products company, and its focused on the strategic decisions the company has to make to overcome the current problems. The case is built around three major theoretical perspectives: Competitive advantages from a Resource Based View, Brand Identity and Entrepreneurship. In the case is presented first the company, disclosing the necessary information to analyze and comprehend Mundo Verde, by accurately identifying the company´s competitive advantages. Next the student is presented to a narrative where the CEO of the company meets one of the franchisees in an attempt to find out more about the company´s issues and to see how the stores are working. Several scenarios are presented to the students which represent several possibilities of action, considering the company, the problems to be addressed and the objectives of the company.Vasconcelos, Isabella Francisca Freitas Gouveia deVeritati - Repositório Institucional da Universidade Católica PortuguesaSilva, Nuno Maria Múrias Roquette Cornélio da2016-07-07T09:43:42Z2016-01-2820152016-01-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/20356TID:201200139enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:26:08Zoai:repositorio.ucp.pt:10400.14/20356Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:16:47.775864Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde
title Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde
spellingShingle Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde
Silva, Nuno Maria Múrias Roquette Cornélio da
Mundo Verde
Resource based view
Competitive advantage
Brand equity
Brand identity
Standardization
Customization
Local adaptation
Entrepreneurship
Marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde
title_full Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde
title_fullStr Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde
title_full_unstemmed Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde
title_sort Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo Verde
author Silva, Nuno Maria Múrias Roquette Cornélio da
author_facet Silva, Nuno Maria Múrias Roquette Cornélio da
author_role author
dc.contributor.none.fl_str_mv Vasconcelos, Isabella Francisca Freitas Gouveia de
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Silva, Nuno Maria Múrias Roquette Cornélio da
dc.subject.por.fl_str_mv Mundo Verde
Resource based view
Competitive advantage
Brand equity
Brand identity
Standardization
Customization
Local adaptation
Entrepreneurship
Marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Mundo Verde
Resource based view
Competitive advantage
Brand equity
Brand identity
Standardization
Customization
Local adaptation
Entrepreneurship
Marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This case study is based in Mundo Verde, a Brazilian natural products company, and its focused on the strategic decisions the company has to make to overcome the current problems. The case is built around three major theoretical perspectives: Competitive advantages from a Resource Based View, Brand Identity and Entrepreneurship. In the case is presented first the company, disclosing the necessary information to analyze and comprehend Mundo Verde, by accurately identifying the company´s competitive advantages. Next the student is presented to a narrative where the CEO of the company meets one of the franchisees in an attempt to find out more about the company´s issues and to see how the stores are working. Several scenarios are presented to the students which represent several possibilities of action, considering the company, the problems to be addressed and the objectives of the company.
publishDate 2015
dc.date.none.fl_str_mv 2015
2016-07-07T09:43:42Z
2016-01-28
2016-01-28T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/20356
TID:201200139
url http://hdl.handle.net/10400.14/20356
identifier_str_mv TID:201200139
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799131852614664192

Registros relacionados