Espedito Seleiro: From Lampião's slipper to Maria Bonita's Sandal
Keywords:Espedito Seleiro, Marketing, Product, Innovation
Propose: Contribute to the understanding of Marketing concepts, emphasizing the Marketing Mix, in product, especially to the elaboration of new pieces, channels of distribution and promotion.
Method: The case was written from qualitative research, through interviews, observation and secondary data. The interviews were with Espedito and with essential people to the accomplishment of the activities carried out by the artisan.
Originality / Relevance: It’s narrates the professional and life trajectory of Espedito Seleiro, a living cultural patrimony of the Brazilian Northeast region.
Findings: The case narrates the artesian trajectory and a way to reinvent itself in the market, rethinking its products and its customers.
Theoretical/methodological contributions: The richness of details, exclusive to the life trajectory of Espedito Seleiro, make the application of the teaching case in the classroom more attractive and interesting.
Social / management contributions: The case invites the reader/student to reflect on the maintenance of activities, such as crafts, in the market, highlighting the need for innovation in new contexts.
Félix, F. K. L., & Alencar, F. A. G. (2011). O vaqueiro e a vaquejada: do trabalho nas fazendas de gado ao esporte nas cidades. Revista Geográfica de América Central, v. 47, pp. 1-13.
Kotler, R. P., & Keller, K. L. (2006). Administração de marketing: a Bíblia do marketing. São Paulo: Prentice Hall.
Las Casas, A. L. (2006). Administração de Marketing: conceitos, planejamentos e aplicações à realidade brasileira. São Paulo: Atlas.
Lucetti, H., & Lucena, M. (1995). Lampião e o Estado maior do Cangaço. Crato - CE: Craturismo.
Urdan, A. T., & Urdan, F. T. (2010a). Marketing Estratégico no Brasil. São Paulo: Atlas.
Urdan, A. T., & Urdan, F. T. (2010b). Gestão do Composto de Marketing. São Paulo: Atlas.
How to Cite
Authors who publish with this journal agree to the following terms:
• 1. The author(s) authorize the publication of the article in the journal.
• 2. The author(s) ensure that the contribution is original and unpublished and is not being evaluated in other journal(s).
• 3. The journal is not responsible for the opinions, ideas and concepts expressed in the texts because they are the sole responsibility of the author(s).
• 4. The publishers reserve the right to make adjustments and textual adaptation to the norms of APA.
• 5. Authors retain copyright and grant the journal right of first publication, with the work after publication simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
• 6. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
• 7. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access) at http://opcit.eprints.org/oacitation-biblio.html• 8. Authors are able to use ORCID is a system of identification for authors. An ORCID identifier is unique to an individual and acts as a persistent digital identifier to ensure that authors (particularly those with relatively common names) can be distinguished and their work properly attributed.