“What if it put pepper?”: Chilli Beans’ entrepreneurial construction

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André Luiz Maranhão de Souza Leão
Suélen Matozo Franco
Flávia Zimmerle da Nóbrega Costa
Henrique Cassiano Nascimento de Oliveira


Increasingly, brands play greater role in companies’ market performance. The most common approach in the theory of brand management is strategic. However, many brands have become successful by adopting an “unconventional” logic, indicating an entrepreneurial brand building, guided mainly by intuition. We identified Chilli Beans as a brand that illustrates this phenomenon. The aim of the study was to identify the practices adopted by the brand’s entrepreneur to make it successful. To investigate it, we adopted narratology as a way to rebuild the brand’s history. Data were collected through narrative interviews and secondary data. The results reveal several aspects adopted in this process, which are comprehended under an entrepreneurial marketing perspective. Thus, the study contributes to the understanding of this phenomenon by drawing attention to some little investigated aspects in the marketing field: an entrepreneurial branding approach.


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How to Cite
LEÃO, A. L. M. de S.; FRANCO, S. M.; COSTA, F. Z. da N.; OLIVEIRA, H. C. N. de. “What if it put pepper?”: Chilli Beans’ entrepreneurial construction. RAE - Revista de Administracao de Empresas , [S. l.], v. 55, n. 2, p. 209–220, 2015. Disponível em: https://periodicos.fgv.br/rae/article/view/47687. Acesso em: 17 jun. 2024.