Life in a Bag-Reference-Cited by-同舟云学术

Life in a Bag

Published:2021 Issue: Volume: Page:335-350
ISSN:2327-3429
Container-title:Handbook of Research on Nascent Entrepreneurship and Creating New Ventures
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Author:

Nunes Beatriz Cunha¹,Pimentel Juciely¹,Malheiro Joana¹,Ferreira Marisa R.²,Proença João F.³^ORCID

Affiliation:

1. Porto Business School, Portugal

2. CIICESI, ESTG, Polytechnic of Porto, Portugal

3. Faculty of Economics, University of Porto, Portugal & ADVANCE/CSG, ISEG, University of Lisbon, Portugal

Abstract

Capacity for innovation is mainly the courage to try. A couple from the municipality of Vila Nova de Famalicão, Portugal, started growing a vegetable garden at home in 2013, hardly knowing that this would become the project of their lives. The experiments that this professional designer and this computer engineer carried out were successful with family and friends, and so, motivated on entrepreneurial spirit, they decided to encourage others to grow their own food, even in confined spaces. That is how the company Life in a Bag was born. This chapter discusses the strategic dimension of the company and its relationship with the market, through the application of the model of Porter's Five Forces, Bowman's Strategy Clock, and the types of diversification. This analysis was enriched by company document analysis and a meeting with the owners of the startup to gather more details.

Publisher

IGI Global

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