I Started a Venture, Now What? Opportunities in the Health Food Sector



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Beatriz Saggioro Massolino
Simone Galina
Erasmo José Gomes

Abstract

Two health food case studies, Pé de Açaí founded in 1998, and Livre & Leve launched in 2013, demonstrate the different trajectories and challenges that these companies and their founders have faced. They mainly focus on entrepreneurship and innovation, specifically: the advantages and disadvantages of undertaking these ventures within different contexts in terms of the valuation of the health food market in Brazil; the differences between these entrepreneurs in terms of their profiles, motivations, and strategy; and the innovations necessary for a business to succeed in this environment.

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How to Cite
Massolino, B. S., Galina, S., & Gomes, E. J. (2018). I Started a Venture, Now What? Opportunities in the Health Food Sector. Journal of Contemporary Administration, 23(1), 135-159. https://doi.org/10.1590/1982-7849rac2019170108
Section
Teaching Cases