“…In particular, we will describe the business reality of one company of the cited database and how it gained a competitive advantage through diversification strategy. Among the case studies collected, furniture is the sector chosen for this research because it is an essential field for studying human needs ( de Medeiros, da Fonseca and Rocha, 2021) and because it is one source of great experimentation in terms of shapes, materials and processing. The research not presented here expands its boundaries beyond the furniture sector, as in automotive, fashion, household appliances, for example.…”