TY - JOUR AU - Valdevino, Antonio Messias AU - Brandão, Halana Adelino AU - dos Santos, Ítalo Anderson Taumaturgo AU - Carneiro, Jailson Santana PY - 2019/04/22 Y2 - 2024/03/28 TI - Espedito Seleiro: From Lampião's slipper to Maria Bonita's Sandal JF - REGEPE Entrepreneurship and Small Business Journal JA - REGEPE Entrep. Small Bus. J. VL - 8 IS - 2 SE - Case study DO - 10.14211/regepe.v8i2.1371 UR - https://regepe.org.br/regepe/article/view/1371 SP - 392-409 AB - <p><strong>Propose: </strong>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.</p><p> </p><p><strong>Method</strong>: 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.</p><p> </p><p><strong>Originality / Relevance: </strong>It’s narrates the professional and life trajectory of Espedito Seleiro, a living cultural patrimony of the Brazilian Northeast region.</p><p> </p><p><strong>Findings: </strong>The case narrates the artesian trajectory and a way to reinvent itself in the market, rethinking its products and its customers.</p><p> </p><p><strong>Theoretical/methodological contributions: </strong>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.</p><p><strong>Social / management contributions: </strong>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.</p><p> </p><p> </p> ER -