“E SE COLOCAR PIMENTA?”: A CONSTRUÇÃO EMPREENDEDORA DA CHILLI BEANS

RAE: Revista de Administração de Empresas

Henrique Cassiano Nascimento de Oliveira¹  André Luiz Maranhão de Souza Leão²  Flávia Zimmerle da Nóbrega Costa³  Suélen Matozo Franco⁴ 

[1] Mestre em Administração de Empresas pela Universidade Federal de Pernambuco, Departamento de Ciências Administrativas – Recife – Pernambuco, Brasil.;Professor da Universidade Federal de Pernambuco, Departamento de Ciências Administrativas – Recife – Pernambuco, Brasil.;Professora da Universidade Federal de Pernambuco, Departamento de Ciências Administrativas – Recife – Pernambuco, Brasil.;Professora do Universidade Federal de Pernambuco, Departamento de Ciências Administrativas – Recife – Pernambuco, Brasil.;

关键词: Brands;    entrepreneurship;    entrepreneurial marketing;    Chilli Beans;    narratology;   

DOI  :  

来源: DOAJ

【 摘 要 】

Increasingly, brands play greater role in companies’ market performance. The most common approach in the theory of brand management is strategic. However, many brands have become successful by adopting an “unconventional” logic, indicating an entrepreneurial brand building, guided mainly by intuition. We identified Chilli Beans as a brand that illustrates this phenomenon. The aim of the study was to identify the practices adopted by the brand’s entrepreneur to make it successful. To investigate it, we adopted narratology as a way to rebuild the brand’s history. Data were collected through narrative interviews and secondary data. The results reveal several aspects adopted in this process, which are comprehended under an entrepreneurial marketing perspective. Thus, the study contributes to the understanding of this phenomenon by drawing attention to some little investigated aspects in the marketing field: an entrepreneurial branding approach.

【 授权许可】

Unknown