From a decolonial perspective, the present study analyzes how and why Eurocentric consumerism was adopted by Proteste, a Brazilian consumerist organization that is associated with Euroconsumers, a European consumer defense organization. Marketing literature scarcely discusses decolonial issues related to consumerism, resulting in a limited understanding of how Eurocentric consumerist organizations influence consumerism in the Global South, and in Brazil. Based on interviews with current and former Proteste employees and on secondary data, the analysis shows how Proteste deals with the hierarchy created inside Euroconsumers, positioning it at the lower part of this structure, as well as how it adopts Eurocentric universalist consumerist knowledge, which does not necessarily contribute to solving Proteste’s consumer problems. By ignoring such decolonial issues, marketing perpetuates a partial view of consumerism, which accentuates the asymmetry of power between the Eurocentric world and the rest of the world, rather than foster relations between companies and consumers.
Resumo Este caso para ensino descreve o desafio de Sergio Lyra, CEO da Team Nogueira, rede de academias de ginástica fundada pelos irmãos Rodrigo e Rogério Nogueira, dois dos maiores lutadores da história do Mixed Martial Arts (MMA) mundial, que haviam transformado seu centro de treinamento em uma academia e, posteriormente, em uma rede de franquias. Em 2015, a Team Nogueira contava com mais de trinta academias por todo o Brasil, no entanto, a desaceleração da popularização da modalidade, aliada à crise econômica que assolava o país e à aposentadoria dos irmãos que davam nome à rede, criavam um cenário de incertezas e preocupações. Esse caso serve de pano de fundo para a discussão sobre a aplicação do marketing no contexto esportivo, permitindo a discussão sobre os desafios relacionados ao alinhamento entre segmentação, seleção do mercado-alvo e posicionamento. Portanto, o caso é recomendado para a disciplina de Fundamentos de Marketing ou Marketing Esportivo em cursos de graduação e pós-graduação, nas sessões dedicadas à discussão sobre segmentação, posicionamento competitivo ou estratégia de marketing.
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