I Started a Venture, Now What? Opportunities in the Health Food Sector
Main Article Content
Beatriz Saggioro Massolino
Simone Galina
Erasmo José Gomes
Abstract
Two health food case studies, Pé de Açaà 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
Cases for Teaching
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