Expandir ou Proteger a Marca: Dilemas estratégicos sobre o crescimento da Kopenhagen

Authors

DOI:

https://doi.org/10.13058/raep.2021.v22n3.2078

Abstract

Kopenhagen is a Brazilian chocolate brand founded in 1928 and headquartered in the city of São Paulo. Since 2020, Renata Vichi has chaired, an executive who has been with the company for 22 years and has the challenge of maintaining the business's prosperity. Looking to the future, the CEO seeks to increase sales and gain a competitive advantage and faces the dilemma of defining growth alternatives to preserve the company's legacy. For Renata, this indecision generates concern, and a business plan is needed that pushes forward and the doubt of reconciling Kopenhagen's development options through the growth avenues of doubling the number of stores, increasing sales of physical stores, and investing in digital channels. This teaching case is recommended to discuss the concept of ambidexterity. The application of this teaching case is recommended for undergraduate and graduate students in the disciplines of strategy and innovation.

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Published

2021-12-28

How to Cite

Sarfati, G., & Figueiredo Barreto, C. . (2021). Expandir ou Proteger a Marca: Dilemas estratégicos sobre o crescimento da Kopenhagen. Administração: Ensino E Pesquisa, 22(3). https://doi.org/10.13058/raep.2021.v22n3.2078

Issue

Vol. 22 No. 3 (2021): Edição Especial - Casos de Ensino

Section

Teaching Cases

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