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Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Tea is an ancient drink, which has been incorporated in an increasingly expressive way in the most different cultures and consumption occasions, establishing itself as the second most consumed beverage in the world. However, in Brazil, there is still little scientific research dedicated to understanding market issues and the trends involved in drinking practices. Therefore, the objective of this study is to analyze how the main trends that permeate the Brazilian tea market are implemented by the largest gourmet tea chain in the country, the Tea Shop. This study is characterized as an exploratory research with a qualitative approach, using the case study method with multiple sources of evidence collection, namely: document analysis, physical artifacts, direct observation and in-depth interviews with the company's Chief Executive Officer in Brazil and the sellers of the sales points visited. Data triangulation was used, together with content analysis for the treatment of the collected material, having revealed the approximation with the customer as one of the main means for the application of the company's strategies, as well as the offer of differentiated sensory experiences and the maintenance of the exclusive character of the products, which have quality as their main attraction. Initiatives that combine personalization, innovation and convenience were also identified as expressive means of adapting to market demands, which presents the development of exotic and local flavors allied to the practice of sustainable actions as opportunities. [ABSTRACT FROM AUTHOR]

Copyright of Actas de Diseño is the property of Facultad de Diseno y Comunicacion, Fundacion Universidad de Palermo and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

En el presente artículo se desarrolla un estudio de prospectiva estratégica para proponer a la Gerencia General del Centro Comercial Cruz Azul, la toma de las mejores decisiones que apoyen al crecimiento de la empresa. Así mismo se han considerado los conceptos de prospectiva de diferentes autores, reflexionando que el crecimiento de las empresas sea grandes o pequeñas, se habrán de basar en un análisis de la situación en que se encuentra, y hacia dónde se desea llegar, tomando en cuenta componentes como incertidumbre, competencia, globalización, cultura de consumo, tecnología y tendencias sociales. En éste inicio de análisis se utiliza la herramienta de estudio de la situación de la empresa, analizando sus características internas (Debilidades y Fortalezas) y su situación externa (Amenazas y Oportunidades) (FODA). Así pues, a través de la prospectiva estratégica es que se puede mejorar la situación actual de éste centro comercial, de tal manera que los planes a mediano y largo plazo sea el de lograr posicionarse en el mercado como una de las mejores opciones de compra dentro de la región Tula Tepeji.

Copyright of Perspectivas em Ciência da Informaçao is the property of Nova Economia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)