Título Inglês:
Expand or protect the brand: Strategic dilemmas regarding Kopenhagen’s growth
Resumo:
A Kopenhagen é uma marca brasileira de chocolate fino fundada em 1928 com sede na cidade de São Paulo. Desde 2020 é presidida por Renata Vichi, executiva que está há 22 anos na companhia e tem o desafio de manter a prosperidade do negócio. Com o olhar para o futuro a CEO busca incrementar as vendas e obter vantagem competitiva, e enfrenta o dilema de definir alternativas de crescimento para a preservação do legado da empresa. Para Renata esta indecisão gera preocupação e é necessário um plano de negócios que empurre o avanço e a dúvida de conciliar as opções de desenvolvimento da Kopenhagen, através das avenidas de crescimento de dobrar o número de lojas, aumentar as vendas das lojas físicas e investir no canal digital. Este caso de ensino de ensino é recomendado para discutir o conceito de ambidestria. A aplicação deste caso de ensino é recomenda para estudantes dos cursos de graduação e pós-graduação em disciplinas de estratégia e inovação.
Resumo Inglês:
Kopenhagen, founded in 1928, is a Brazilian fine chocolate brand headquartered in the city of São Paulo. Since 2020, it has been chaired by Renata Vichi, an executive who has been with the company for 22 years and accepted the challenge of maintaining the prosperity of the business. CEOs seek to increase sales and obtain a competitive advantage and face the dilemma of defining growth alternatives to preserve a company’s legacy. For Renata, this indecision generates concern, creating the necessity for a business plan that drives advancement and removes doubt and that provides development op tions for Kopenhagen through the growth avenues of doubling the number of stores, increasing the sales by physical stores and investing in the digital channel. This teaching case is recommended for discussing the concept of ambidexterity. The application of this teaching case is recommended for undergraduate and graduate students studying strategy and innovation.
Citação ABNT:
SARFATI, G.; BARRETO, C. F. Expandir ou proteger a marca: dilemas estratégicos sobre o crescimento da Kopenhagen . Administração: Ensino e Pesquisa, v. 22, n. 3, p. 558-586, 2021.
Citação APA:
Sarfati, G., & Barreto, C. F. (2021). Expandir ou proteger a marca: dilemas estratégicos sobre o crescimento da Kopenhagen . Administração: Ensino e Pesquisa, 22(3), 558-586.
DOI:
https://doi.org/10.13058/raep.2021.v22n3.2078
Link Permanente:
https://www.spell.org.br/documentos/ver/66387/expandir-ou-proteger-a-marca--dilemas-estrategicos-sobre-o-crescimento-da-kopenhagen-/i/pt-br
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