That’s growing easy? That's what you to think! – The case of Jully Beauty and Makeup

Authors

  • Ítalo Anderson Taumaturgo dos Santos aculty of Economics, Administration, Accounting and Actuarial Science, University of São Paulo (FEA/USP), São Paulo, SP, Brazil https://orcid.org/0000-0002-5057-098X
  • Halana Adelino Brandão Center for Applied Social Sciences, Federal University of Cariri (CCSA/UFCA), Juazeiro do Norte, CE, Brazil https://orcid.org/0000-0002-4601-4323

DOI:

https://doi.org/10.14211/ibjesb.e2228

Keywords:

Entrepreneurship, Business growth, Effectuation, Causation

Abstract

The case study reports the difficulties found by entrepreneurs Isabela and Daniel in the implementation and growth of Jully Beleza e Makeup. The company's history, which emerged from a business plan prepared by Isabela, portrays the traditional barriers faced by entrepreneurs in business growth, such as lack of access to credit and low credibility on the part of suppliers. Although the company has enjoyed a good period of leadership in the market and high revenues, entrepreneurs are faced with new and peculiar challenges that affect the growth of the organization. The discussion of the present case seeks to promote reflections on the difficulties encountered by entrepreneurs in the process of growing a business. The data for the construction of the work were collected from an unstructured interview, carried out with the founders of the company in question. The application of the case is indicated in subjects related to the development of competence and skills for entrepreneurial training, such as entrepreneurship, strategy and business games.

JEL Code: M00, M10, L26

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Author Biographies

Ítalo Anderson Taumaturgo dos Santos, aculty of Economics, Administration, Accounting and Actuarial Science, University of São Paulo (FEA/USP), São Paulo, SP, Brazil

is a PhD student in Business Administration at FEA/USP, and assistant professor at the Higher Course in Logistics Technology at the University of Pernambuco, Campus Mata Norte. He holds a master's degree in Administration from the Federal University of Paraíba (PPGA / UFPB) and a degree in Administration from the Federal University of Ceará (UFC). His areas of interest include Stakeholder Management, Organizational Justice and Cases for Teaching, publishing articles in journals such as BASE, GV Casos, Revista Contemporânea em Administração and events such as Academy of Management, Semead and Enanpad.

Halana Adelino Brandão, Center for Applied Social Sciences, Federal University of Cariri (CCSA/UFCA), Juazeiro do Norte, CE, Brazil

is a marketing professor at the Center for Applied Sciences at the Federal University of Cariri (UFCA). She holds a master's degree from the Federal University of Pernambuco (UFPE) and a degree from the State University of Ceará (UECE). His areas of interest include Marketing, Consumption, Services, Qualitative Research, Case for Teaching. His research has been published in journals such as Administration: Teaching and Research (RAEP); Revista Pensamento Contemporâneo em Administração (UFF) and Revista Economia e Gestão (E&G).

References

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Published

2022-11-13

How to Cite

Santos, Ítalo A. T. dos, & Brandão, H. A. (2022). That’s growing easy? That’s what you to think! – The case of Jully Beauty and Makeup. Iberoamerican Journal of Entrepreneurship and Small Business, 11(3), e2228. https://doi.org/10.14211/ibjesb.e2228

Issue

Section

Case study

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