Abstract
Movile is a global Brazilian company operating in the mobile market, developing and marketing apps in the O2O (online to offline) segment. From its humble beginnings, in 1998, as a startup from Campinas, it rose to world leadership in at least one segment, with the PlayKids app, providing content to children under nine years. After many mergers and acquisitions, it now operates in four main segments: content creation and distribution; food online ordering and delivery; movies, theaters and show tickets booking; and logistics intermediation. In the Brazilian market, it is the undisputable leader in the food online ordering and delivery segment: its iFood app has 80% of the market. Movile has offices in six countries in the Americas, including one in Silicon Valley in the United States, and has plans to expand to all continents. Fabricio Bloisi, the company’s founder and CEO, is behind the company’s business model and culture, combining the Brazilian passion with the result-oriented and high-tech mindset of the Silicon Valley. In this chapter, we outline the company’s history, its innovative culture embedded in its business model and its future challenges.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsNotes
- 1.
Data provided by Movile for Jan – Jun 2017.
- 2.
Data provided by Movile for 2016.
- 3.
If you wish to see one of iFood commercials, check its YouTube Channel or follow this link: https://www.youtube.com/watch?v=z_e-WBiLzOI
References
J. Morgan, P. Ziebelman, G. Foster and K. Matsushita, “Movile: Going Global – Is Silicon Valley The Next Stop?” Stanford Graduate School of Business, Case: E-539A, Harvard Business Publishing, February 2015
R. Marzochi, “A fome do iFood”, Isto é Dinheirom, 22 March 2016, http://www.istoedinheiro.com.br/noticias/mercado-digital/20160322/fome-ifood/354099
J. Allen. “The Beliefs that Built a Global Brewer”, Harvard Business Review, 2012. Available at: https://hbr.org/2012/04/the-beliefs-that-built-a-globa
C.A. O’Reilly and M.L. Tushman, M. L. “The ambidextrous organization”. Harvard Business Review, 82(4), 2004
R. Rumelt, Good Strategy/Bad Strategy, New York: Crown Business, 2011
S. Blank, The startup owner’s manual: The step-by-step guide for building a great company, BookBaby, 2012
IBGE. Pesquisa de Demografia das Empresas (Brazilian Entrepreneurial Census), 2014
Edson Caldas, “Uber e Grupo iFood: a briga pelo mercado de delivery de comida no Brasil”, Epoca Negocios, 18 November 2016, http://epocanegocios.globo.com/Tecnologia/noticia/2016/11/uber-e-grupo-ifood-briga-pelo-mercado-de-delivery-de-comida-no-brasil.html
Center of International Financial Management Studies of the São Paulo School of Business Administration of Fundação Getulio Vargas and the Columbia Center on Sustainable Investment, “Leading Brazilian Multinational Enterprises: Trends in an Era of Significant Uncertainties and Challenges”, January 20 2016, http://ccsi.columbia.edu/files/2013/10/EMGP-Brazil-Report-2015-Jan-27-final.pdf
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
Brito, L.A.L., Carvalho, L.S.P. (2018). Movile: Sustaining an Innovative Culture on a Global Scale. In: Iñiguez de Onzoño, S., Ichijo, K. (eds) Business Despite Borders. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-76306-4_7
Download citation
DOI: https://doi.org/10.1007/978-3-319-76306-4_7
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-76305-7
Online ISBN: 978-3-319-76306-4
eBook Packages: Business and ManagementBusiness and Management (R0)