Examining a Brazilian internet start-up from a knowing organisation perspective: the case of Cuponeria

This paper explores the dynamics of the process of developing an entrepreneurial opportunity in a developing country, namely in Brazil. This process is analysed using the 'knowing organisation' framework, which postulates that learning and innovation in organisations result from managing the processes of sensemaking, knowledge creation, and decision-making holistically. Therefore, this article seeks to contribute to filling a knowledge gap in the management literature using empirical evidence on the growth process of a business venture offering online discount coupons in Brazil. It also attempts to understand the role of context in the entrepreneurial process associated with the launch of an internet-based service in a developing country. It became clear that the knowledge creation process focused on filling perceived gaps and involved both expanding non-traditional capabilities within the organisation, as well as acquiring expertise from outside the boundaries of the organisation.