IN THE MARKET´S GAME: THE CASE OF A STARTUP

ABSTRACT

Entrepreneurship has received stimulus in most countries due to the economic and social relevance, as of the potential to generate employment and income. More recently, with the emergence and consolidation of economic segments that represent the creative industry, the governamental support has become more visible and evident. The main feature of these activities is the added value that comes from the intensive use of technical and artistic skills, based on individual talent, more dependent on intelligence, aptitude, skills and individual and collective specific skills, more than of the investment in financial capital. The creation and development of games is considered one of the most representative and promising sectors of the creative industry. However this market, although recent is complex. Not only requires specific expertise, requiring also the capacity for coordination and ability of the relational development with potential partners to turn economically viable the release of the game in the market. The teaching case presented here is true and presents some of the challenges that entrepreneurs face in this economic segment. The case offers important contributions both to managers or potential entrepreneurs and gives opportunity of advancing discussion in classes in entrepreneurship courses, marketing, strategy and people management.

Keywords:
creative industry; entrepreneurship; strategy