Cosméticos Contém 1g - um caso de empreendedorismo e inovação

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DOI: https://doi.org/10.1590/S1415-65552005000400010
Keywords:
entrepreneurship, innovation, cosmetics, international expansion

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Liliane de Oliveira Guimarães
Fundação Getulio Vargas
Guillermo Cardoza
Institut des Hautes Etudes de L'Amérique Latine

Abstract

This teaching case describes the foundation and expansion of Contém 1g, a Brazilian company in the personal hygiene, perfumes and cosmetics sector. Founded in 1984 as a textile company, it took an entirely new direction in 1994 when its owner rerouted the business and started to produce perfumes. Contém 1g's business history is marked by the launching new products and by the implementation of a hybrid sales system, namely: direct sales and franchise. His decision to expand the business is the starting point for our discussion and the skills to be explored as it seeks to consolidate its position in the international market. Contém 1g's teaching case can be used both to depict academic subjects dealing with the role of innovation in entrepreneurship or business growth as well as a classroom device to start discussion on business organization development process.

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How to Cite
Guimarães, L. de O., & Cardoza, G. (1). Cosméticos Contém 1g - um caso de empreendedorismo e inovação. Journal of Contemporary Administration, 9(4), 181-199. https://doi.org/10.1590/S1415-65552005000400010
Issue
Vol. 9 No. 4 (2005): Oct/Dec - 2005
Section
Cases for Teaching in Administration

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Author Biographies

Liliane de Oliveira Guimarães, Fundação Getulio Vargas

Doutora em Administração pela Escola de Administração de Empresas da Fundação Getulio Vargas/São Paulo. Professora e pesquisadora do Programa de Pós-graduação em Administração (Mestrado) da Pontifícia Universidade Católica de Minas Gerais/Fundação Dom Cabral. Suas áreas de interesse em pesquisa são empreendedorismo, inovação, gestão de empresa familiar e redes.

Guillermo Cardoza, Institut des Hautes Etudes de L'Amérique Latine

Doutor em Business Economics, Institut des Hautes Etudes de L'Amérique Latine, Sorbonne University, França. Diretor do Centro de Estudos Euro-latinoamericanos e professor de inovação do Instituto de Empresa - Madri. Suas áreas de interesse em pesquisa são inovação e estratégia.