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Reinventando o empreendedorismo

Author

Listed:
  • Andréa Leite Rodrigues

    (ESPM/FGV-EAESP)

Abstract

Durante os anos 1990, surgiu um tipo diferente de empresário. Enquanto o mundo corporativo tradicional mantinha-se na rota de valor rumo ao lucro, este novo perfil de empreendedor acenava com um caminho alternativo: um caminho que equilibraria o lucro com benefícios sociais. Anita Roddick foi uma das pioneiras deste grupo. Com sua bem sucedida cadeia de lojas para produtos pessoais The Body Shop, demonstrou a necessidade de ir além das visões consolidadas e estabelecer um novo modo de convivência entre empresas, comunidades, grupos e indivíduos.

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Handle: RePEc:ekm:gvexec:v:2:y:2003:i:2:id:34900
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