Fênix Smiles - The Smiles Loyalty Company Case

Authors

DOI:

https://doi.org/10.13058/raep.2019.v20n2.1536

Keywords:

Marketing, Business model, Coalition program, Fidelity program, Competitive strategy

Abstract

This case objective is to report Smiles’ business model evolution, since its origin, as the loyalty program of the Brazilian largest airline at that time, VARIG, to the present moment, as an independent company, switching to become a coalition program. Throughout the case, the reader will encounter several business management situations, approaching strategic decisions and definitions related to the tripod configuration, construction and value appropriation, inherent to Business Model studies. It is expected that this case will contribute to the enrichment of studies related to Strategy topic and, above all, Business Model, using a real situation, which will allow readers to experience the reality of one of the main companies in its industry. Teaching notes are presented at the end, proposing applications to explore the case, theoretical background and questions for discussion. The present study was conducted in 2015 with the consent of the company's Head of Marketing for academic purposes and updated by secondary data in 2017.

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Author Biographies

Rafael Silva Guerreiro, Universidade Federal de Uberlândia, Uberlândia, MG

Mestre em Empreendedorismo e Marketing pela USP.

Áreas de interesse em pesquisa: Empreendedorismo, Marketing, Vendas e Transporte Aéreo.

Dimária Silva e Meirelles, Universidade Presbiteriana Mackenzie, São Paulo, SP

Doutora em Economia Industrial e da Tecnologia pela IE/UFRJ.

Áreas de interesse em pesquisa: Modelos de Negócio, Tecnologia e Capacidades Dinâmicas em Serviços.

Artur Machado da Motta, Fundação Escola de Comércio Álvares Penteado, São Paulo, SP

Mestre em Administração de Empresas pela FGV/EAESP.

Áreas de interesse em pesquisa: Marketing, Empreendedorismo Digital, Varejo e Gamificação de Negócios.

Vérica Freitas de Paula, Universidade Federal de Uberlândia, Uberlândia, MG

Doutora em Engenharia de Produção pela USP.

Áreas de interesse em pesquisa: Inovação, Indústria 4.0, Gestão da Cadeia de Suprimentos, Melhoria Contínua e Medição de Desempenho.

Verônica Freitas de Paula, Universidade Federal de Uberlândia, Uberlândia, MG

Doutora em Engenharia de Produção pela UFSCar.

Áreas de interesse em pesquisa: Gestão de Marcas, Gestão da Cadeia de Suprimentos e Inovação.

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Published

2019-05-02

How to Cite

Guerreiro, R. S., Meirelles, D. S. e, Motta, A. M. da, Paula, V. F. de, & Paula, V. F. de. (2019). Fênix Smiles - The Smiles Loyalty Company Case. Administração: Ensino E Pesquisa, 20(2), 450–487. https://doi.org/10.13058/raep.2019.v20n2.1536

Issue

Vol. 20 No. 2 (2019): May-August

Section

Teaching Cases

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