Expandir ou proteger a marcainovação ou tradição: dilemas estratégicos da Kopenhagen

Resumo

Kopenhagen is a Brazilian brand of premium chocolate founded in 1928, with headquarters 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 has the challenge of maintaining business prosperity. Looking to the future, the CEO seeks to increase sales and obtain a competitive advantage, and faces the dilemma of defining growth alternatives for the preservation of the company`s legacy. For Renata, this indecision generates concern and a business plan is needed that pushes forward and doubts about reconciling Kopenhagen`s development options, through the avenues of growth: doubling the number of stores, increasing the sales of physical stores and investing in the digital channel. For this reason, the executive looks for ways to keep the operation active and bring innovations to the work environment, expanding horizons, bringing improvements and novelties not yet explored in the company. The application of this case is aimed at undergraduate and graduate students in the disciplines of administration, marketing and innovation.

Ficha do documento

Tipo

Dissertação

Ano

2021

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/30514

Temas

Tecnologia

Palavras-chave

Organizational ambidexteritySales channelInnovationCompetitive advantageDigital retailAmbidestria organizacionalCanal de vendasInovaçãoVantagem competitivaVarejo digitalAdministração de empresasDesenvolvimento organizacionalCanais de distribuiçãoComércio varejista - Inovações tecnológicas