文章基本信息

标题："E se colocar pimenta?": a construção empreendedora da Chilli Beans
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作者：André Luiz Maranhão de Souza Leão ; Suélen Matozo Franco ; Flávia Zimmerle da Nóbrega Costa 等
期刊名称：RAE - Revista de Administração de Empresas
印刷版ISSN：2178-938X
出版年度：2015
卷号：55
期号：2
页码：209-220
语种：Portuguese
出版社：RAE - Revista de Administração de Empresas
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.
其他摘要：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.
关键词：Brands;Entrepreneurship;Entrepreneurial marketing;Chilli Beans;Narratology;Marcas;Espíritu empresarial;Marketing emprendedor;Chilli Beans;Narratología;Marcas;Empreendedorismo;Marketing empreendedor;Chilli Beans;Narratologia
其他关键词：Brands; Entrepreneurship; Entrepreneurial marketing; Chilli Beans; Narratology