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Facile/LigFerv: Hot Water in Three Seconds, Thirty Years of Entrepreneurial Process

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  • João Paulo Moreira Silva
  • Liliane de Oliveira Guimarães
  • José Márcio de Castro

Abstract

This teaching case aims to discuss an entrepreneurial process involving the trajectory of an innovative product over thirty years until culminating in a significant event in the change of the company’s business model in the midst of the crisis triggered by the pandemic of the new coronavirus. The case offers opportunities for discussing theories related to the entrepreneurial process — causation and effectuation logic. In addition, in the course of the recent trajectory, in which the company is selected for an acceleration program, a possible change in the business model emerges. Reported from the perspective of the founder, but also supported by materials from secondary sources, the case presents the trajectory of Facile. The teaching strategy consists in enabling the student to learn, first, about the entrepreneur’s decision-making and action, emulating transitions between the causation and effectuation logic throughout the case to explain such behavior. Subsequently, the case inquires about possible alternatives for changing the business model for the company after the acceleration program, in which students will be able to identify more suitable alternatives in the face of both the company’s skills and, not least, the pandemic that changed the behavior of customers and entrepreneurs.

Suggested Citation

  • João Paulo Moreira Silva & Liliane de Oliveira Guimarães & José Márcio de Castro, 2021. "Facile/LigFerv: Hot Water in Three Seconds, Thirty Years of Entrepreneurial Process," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 25(Spe), pages 200221-2002.
    • Handle: RePEc:abg:anprac:v:25:y:2021:i:spe:1471
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    References listed on IDEAS

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    1. Sarasvathy, Saras D., 2003. "Entrepreneurship as a science of the artificial," Journal of Economic Psychology, Elsevier, vol. 24(2), pages 203-220, April.
    2. Saras Sarasvathy & Nicholas Dew, 2005. "New market creation through transformation," Journal of Evolutionary Economics, Springer, vol. 15(5), pages 533-565, November.
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