Low-income Female Entrepreneurship: When Business is the Privacy

Authors

DOI:

10.14211/regepe.v9i3.1796

Keywords:

Entrepreneurship, E-commerce, Operations, Retail, Sales channels

Abstract

Objective of the case: to foster discussions about the management challenges faced by entrepreneurs at the beginning of their operations, taking into consideration various retail business models.

Methodology/approach: a case study for administration teaching purposes based on a real-life venture engendered in a business incubator.

Main results: InSense, a business developed by Grazi, a low-income entrepreneur, faces a number of management challenges as the company grows, namely: prejudice associated to its line of products, poor reliability of logistics partners and burgeoning Chinese competition offering low priced, poor quality products. Those adversities, coupled with the entrepreneur's lack of managerial experience and the emerging sales channel conflict, led her to assess the need to reshape the business model.

Theoretical/methodological contributions: develop the student’s capacity to solve management problems of high and medium complexity in the context of a venture with potential for scalable growth.

Relevance/originality: the case fosters discussion regarding electronic commerce strategies, logistics solutions, confrontation of the Chinese competition, supply and sales channels.

Social/management contributions: to help students appreciate the difficulties of the initial process of entrepreneurship by looking at the peculiarities surrounding running a developing business.

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Author Biographies

Leticia Fantinato Menegon, Escola Superior de Propaganda e Marketing - ESPM

Doutora em Administração pela Faculdade de Economia Administração e Contabilidade -  FEA/USP, São Paulo, Brasil. Professora da Escola Superior de Propaganda e Marketing - ESPM, onde coordena o Centro de Desenvolvimento de Empreendedorismo.

Adrian Kemmer Cernev, Escola de Administração de Empresas de São Paulo - Fundação Getúlio Vargas - FGV/EAESP

Doutor em Administração de Empresas pela Fundação Getulio Vargas - FGV, São Paulo, Brasil. Professor da Escola de Administração de Empresas de São Paulo da Fundação Getúlio Vargas - FGV/EAESP, junto ao Departamento de Tecnologia e Ciência de Dados (TDS).

Fernando Coelho Martins Ferreira, Escola de Administração de Empresas de São Paulo - Fundação Getúlio Vargas - FGV/EAESP Escola Superior de Propaganda e Marketing ESPM

Doutor em Administração de Empresas pela Fundação Getúlio Vargas - FGV, São Paulo, Brasil. professor aulista da Escola Superior de Propaganda e Marketing - ESPM, São Paulo. Professor turno completo da Fundação Getulio Vargas - FGV, São Paulo.

José Eduardo Amato Balian, Escola Superior de Propaganda e Marketing - ESPM

Doutor em Ciências Sociais pela Pontifícia Universidade Católica - PUC, Brasil. Professor dos cursos de Graduação, Pós e MBA da Fundação Instituto Administração - FIA, da Fundação Armando Álvares Penteado - FAAP e da Escola Superior de Propaganda e Marketing - ESPM.

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Published

2020-05-01

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How to Cite

Menegon, L. F., Cernev, A. K., Ferreira, F. C. M., & Balian, J. E. A. (2020). Low-income Female Entrepreneurship: When Business is the Privacy. REGEPE Entrepreneurship and Small Business Journal, 9(3), 443–468. https://doi.org/10.14211/regepe.v9i3.1796

Issue

Vol. 9 No. 3 (2020): May/Aug.

Section

Case study

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