Espedito Seleiro: From Lampião's slipper to Maria Bonita's Sandal
DOI:
10.14211/regepe.v8i2.1371Keywords:
Espedito Seleiro, Marketing, Product, InnovationAbstract
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.
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References
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.
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