I Started a Venture, Now What? Opportunities in the Health Food Sector

Beatriz Saggioro Massolino, Simone Galina and Erasmo José Gomes

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2019, vol. 23, issue 1, 135-159

Abstract: Two health food case studies, Pé de Açaí founded in 1998, and Livre & Leve launched in 2013, demonstrate the different trajectories and challenges that these companies and their founders have faced. They mainly focus on entrepreneurship and innovation, specifically: the advantages and disadvantages of undertaking these ventures within different contexts in terms of the valuation of the health food market in Brazil; the differences between these entrepreneurs in terms of their profiles, motivations, and strategy; and the innovations necessary for a business to succeed in this environment.

Date: 2019
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