Data for: "FACILE / LIGFERV: HOT WATER IN THREE SECONDS, THIRTY YEARS OF ENTREPRENEURIAL PROCESS” published by RAC-Revista de Administração Contemporânea

This Teaching Case aims to discuss an entrepreneurial process involving the trajectory of an innovative product over thirty years until culminating in a significant event of change in the company's business model in the midst of the crisis triggered by the new coronavirus pandemic. The case offers opportunities for the discussion of theories related to the entrepreneurial process - logical causation and effectuation. Moreover, in the course of the recent trajectory, in which the company is selected for an acceleration program, a possible change in the business model emerges. Reported from the perspective of the founder, but also supported by materials from secondary sources, the case presents the trajectory of the company Facile. The teaching strategy consists in enabling the student to learn, in the first place, about the decision making and action of the entrepreneur by emulating throughout the case transitions between the logical causation and effectuation to explain such behavior. Subsequently, the case inquires about possible alternatives for changing the business model for the company after the acceleration program, in which the students will be able to identify more appropriate alternatives, both in view of the company's competencies and, not least, the pandemic that changed both the behavior of customers and entrepreneurs.

本教学案例旨在探讨一款创新产品历时三十年的创业发展历程，直至该企业在新冠疫情引发的危机中，迎来商业模式发生重大变革的关键节点。本案例为研讨创业过程相关理论——即因果逻辑法（logical causation）与效果推理法（effectuation）——提供了充足的研讨契机。此外，在企业近期的发展轨迹中，其成功入选创业加速项目之际，亦浮现出商业模式变革的潜在可能。本案例以创始人视角进行叙述，并辅以二手资料佐证，完整展现了Facile公司的发展历程。本案例的教学策略旨在让学生首先通过模拟案例中因果逻辑法与效果推理法之间的切换场景，理解创业者的决策与行动逻辑，以此阐释其行为的内在动因。随后，本案例将引导学生探讨该企业在该加速计划结束后进行商业模式变革的可行路径，要求学生结合企业自身核心能力，以及不容忽视的、已改变消费者与创业者行为模式的新冠疫情背景，遴选出更适配的变革方案。