Brick’s Burguer House: The challenge to grow without losing the taste

Authors

  • Marta Elisa Morais da Silva Bendor Department of Administration, University Center Inta, UNINTA, Sobral/CE, Brazil https://orcid.org/0000-0001-8790-136X
  • Priscila Maria Vasconcelos Porto Department of Administration, Luciano Feijão College, FLF, Sobral/CE, Brazil https://orcid.org/0000-0001-7186-2933
  • Francisca Juliana Miranda Linhares Department of Administration, Centro Universitário Inta, UNINTA, Sobral/CE, Brazil https://orcid.org/0000-0002-5347-2920
  • Ruan Carlos dos Santos Department of Administration and Accounting, University Center UNIAVAN, Avantis, Balneário Camboriú/SC, Brazil http://orcid.org/0000-0001-7396-8774

DOI:

https://doi.org/10.14211/regepe.v10i1.1736

Keywords:

Entrepreneurship, Entrepreneur Marketing, Decision of making, Case study

Abstract

Objective: to propose a case study to analyze the growth and development strategies of a handmade hamburger, Brick's Burger House - the "star's snack", which intends to expand its business to other cities. Context/Reality investigated: with two years of existence, in the city where it operates, the company has become market leader in its segment. The competition, which aggressively tries to get a bigger share of the market, imposes to the partners the great challenge of defining Brick's growth strategy. Diagnosis/Problem situation/Opportunity: The big challenge is to grow without losing the main reason of the hamburger’s success: to provide customers with the Brick's experience. Results: The result of the research corroborates the orientation towards entrepreneurial marketing (OME), a characteristic in the behavior of the snack bar and hamburger shop sector, which points out looks focused on the market, the opportunity, and the customer. This brings to light the discussion, in class, about entrepreneurial skills and the proposal of solutions for decision-making.

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Author Biographies

Marta Elisa Morais da Silva Bendor, Department of Administration, University Center Inta, UNINTA, Sobral/CE, Brazil

Marta Elisa Morais da Silva Bendor is an EAD Assistant Professor of Administration at INTA University Center (UNINTA) and Professor of the Administration Course at Faculdade Alencarina de Sobral (FAL). She holds a Master's degree in Administration from UNIVALI, a Specialist in Marketing Executive Management from the Federal University of Ceará (UFC) and a Bachelor's degree in Administration from the State University of Ceará (UECE). His areas of interest include Entrepreneurial Intention, potential, behavior and attitude; Innovation, Local Development and Marketing. His articles have been published in Revista de Gestão, Finanças e Contabilidade and REGEPE.  

Priscila Maria Vasconcelos Porto, Department of Administration, Luciano Feijão College, FLF, Sobral/CE, Brazil

Priscila Maria Vasconcelos Porto is an Administration professor at Faculdade Luciano Feijão (FLF). She has a master's degree in Administration from UNIVALI, specializations: MBA in People Management from Instituto Superior de Teologia Aplicada (UNINTA), in the area of Administration and Specialization in Teaching in Professional Education from Instituto Federal de Educação, Ciência e Tecnologia, in the area of Education (IFCE) graduation in Administration from Universidade Estadual Vale do Acaraú (UVA). His areas of interest include Financial Management, Investment Analysis, Entrepreneurship with a focus on Investment Analysis, strategic management, investment analysis, and course completion work. His articles have been published in Journal of Administrative Sciences and REGEPE.  

Francisca Juliana Miranda Linhares, Department of Administration, Centro Universitário Inta, UNINTA, Sobral/CE, Brazil

Francisca Juliana Miranda Linhares is an EAD Assistant Professor of Administration at INTA University Center (UNINTA) and Professor of the Administration Course at Faculdade Alencarina de Sobral (FAL). She holds a Master's degree in Administration from UNIVALI, a Specialist in Marketing Executive Management from the Federal University of Ceará (UFC) and a Bachelor's degree in Administration from the State University of Ceará (UECE). His areas of interest include Entrepreneurial Intention, potential, behavior and attitude; Innovation, Local Development and Marketing. His articles have been published in Revista de Gestão do Unilasalle, Revista Alcance and Conectividade.  

Ruan Carlos dos Santos, Department of Administration and Accounting, University Center UNIAVAN, Avantis, Balneário Camboriú/SC, Brazil

Ruan Carlos dos Santos is an assistant professor of administration, accounting, financial management and managerial processes in the department of administration and accounting at the UniAvan University Center (AVANTIS) and an accredited professor at the École Nationtal D'Administration (ENA-BRAZIL). He holds a Master in Administration from UNIVALI, and a Bachelor in Administration from UniFCV. His areas of interest include Entrepreneurship and Entrepreneurial Competencies, Corporate Governance, Strategies in Organizations, Smart City and public management analysis. His articles have been published in journals such as Future Studies Research Journal: Trends and Strategies, Corporate Governance: The International Journal of Business in Society, Global Journal of Management and Business Research and Independent Journal of Management & Production.

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Published

2020-12-25

How to Cite

Bendor, M. E. M. da S., Porto, P. M. V., Linhares, F. J. M., & Santos, R. C. dos. (2020). Brick’s Burguer House: The challenge to grow without losing the taste. REGEPE Entrepreneurship and Small Business Journal, 10(1), e1736. https://doi.org/10.14211/regepe.v10i1.1736

Issue

Section

Case study

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