A cultura como fonte de exploração de oportunidade empreendedora : um estudo de caso

• Autor(a) principal: Miyatake, Anderson Katsumi
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Estadual de Maringá (RI-UEM)
• Texto Completo: http://repositorio.uem.br:8080/jspui/handle/1/3244
• topic: Empreendedorismo; Estudo de caso, Exploração de oportunidades; Derivados do milho; Tradição cultural, Pamonhas; Identificação e exploração de oportunidade empreendedora; Cultura; Produto cultural; Maringá; Paraná; (Estado); Brasil.; Entrepreneurship opportunity identification and exploitation; Culture; Cultural product; Maringá; Paraná; State; Brazil.; Ciências Sociais Aplicadas; Administração

The identification of entrepreneurial opportunities is a step in the entrepreneurial process. The studies on the opportunities seek mechanisms involved in the identification. After this stage, The identification of entrepreneurial opportunities is a step in the entrepreneurial process. The studies on the opportunities seek mechanisms involved in the identification. After this stage, the entrepreneur puts into practice the opportunity envisioned. The environment in which the entrepreneur lives and also the customs, traditions and beliefs of a group influence the the entrepreneur puts into practice the opportunity envisioned. The environment in which the entrepreneur lives and also the customs, traditions and beliefs of a group influence the business opportunity. This study aimed to understand how opportunities can be identified and exploited when taken into consideration local cultural aspects. Thus, the study was conducted using case study in the region of Maringá-PR, located in northwest Paraná, who explored the pamonha as a cultural product. This region has strong presence of corn. The research is qualitative and exploratory. The first step was made structured interviews and also some visits to the company. The field notes were used to register these moments. We interviewed the entrepreneur and his wife, and also his children and managers. They agreed to participate voluntarily. The business was established 7 years after onset. It begun with the sale of pamonha , curau and corn cake in a typical party in Marialva-PR. After the entrepreneur sold door to door . When the second store was opened in a Shopping Mall, some changes have occurred because it wasn't a good sales. He found that customers prefer to eat rice and beans, so he created executives meals. This was implemented in new stores and other options were created. After 15 years, there are currently four stores, including three in Shopping Mall and is expected to open more one store in another Shopping Mall. It also established a manufacturing industry for pamonha , corn cake and curau to supply the stores and 6 supermarkets. The results shown there necessity entrepreneurship. There was some entrepreneurial factors like the intention and the alert entrepreneur who helped in the discovery of opportunity. Social networks and partnerships were important to explore. It was possible to notice that cultural aspects of tradition and custom that were important for the initiation of the company. From the moment that he started to sell in the Shopping mall, he had to adapt his products because they are associated with the rural world. The modern urban world wants to consume fast food and associated with the basic rice and beans.