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Is there a strategic opportunity for Ajuda de Mãe to expand its business
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Orientador(es)
Resumo(s)
The following paper will analyse how to monetizeAjuda de Mãe (AdM) services fornon-beneficiary mothers. To do so, an organisational analysis and primary research were conducted to evaluate if there is a match between AdM’s services and the needs felt during and after pregnancy by all women. Psychology Consultations, Parenting Workshops, Courses and Breastfeeding Support showed potential for commercialisation. However, AdM must improve its communication strategy to be seen as a high-quality institution for all pregnant women and recent mothers and, consequently, be included in the new target’s consideration set.
Descrição
Palavras-chave
Social enterprise Social impact Management Organizational context Primary research Strategic opportunity