Submitted by Alice Maria Salerno (alicemariasalerno@gmail.com) on 2016-12-15T11:08:06Z No. of bitstreams: 1 AliceSalerno_Thesis4YOU2.pdf: 948593 bytes, checksum: a99e35fb7ed7c80ab774b3fee17117c3 (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Hello Alice! You must to do some corrections on your thesis: Delete the numbers of all the pages before Introduction; however, they need to be considered, when starting the numbers on page introduction (example, if there were 8 pages before introduction, then the first page to be numbered is 9 – Introduction); The numbers have to be at the Right superior side of the page; Give 2 spaces before your name on the page 2; Underline the date at the page 4; Acknoledgments must to be before abstract, the sequence is: acknowledgements, abstract and resumo. Att, on 2016-12-15T18:03:31Z (GMT) / Submitted by Alice Maria Salerno (alicemariasalerno@gmail.com) on 2016-12-15T19:52:50Z No. of bitstreams: 1 AliceSalerno_Thesis4YOU2.pdf: 952419 bytes, checksum: 0cbe810c9497e0cb02ddfb492a32ba48 (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Hello Alice! In ACKNOLEDGMENTS is missing the letter W - Acknowledgment. on 2016-12-16T10:09:34Z (GMT) / Submitted by Alice Maria Salerno (alicemariasalerno@gmail.com) on 2016-12-16T21:39:18Z No. of bitstreams: 1 AliceSalerno_Thesis4YOU2.pdf: 952814 bytes, checksum: 4d9a6c8103b4cabe3d3a8196f0eeeee6 (MD5) / Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2016-12-19T10:04:59Z (GMT) No. of bitstreams: 1 AliceSalerno_Thesis4YOU2.pdf: 952814 bytes, checksum: 4d9a6c8103b4cabe3d3a8196f0eeeee6 (MD5) / Made available in DSpace on 2016-12-19T19:20:22Z (GMT). No. of bitstreams: 1 AliceSalerno_Thesis4YOU2.pdf: 952814 bytes, checksum: 4d9a6c8103b4cabe3d3a8196f0eeeee6 (MD5) Previous issue date: 2016 / This thesis is a case study on 4YOU2, a Brazilian social enterprise whose value proposition is bringing high-quality English language instruction to underprivileged Brazilians. 4YOU2 was founded in 2012 and, in 2016, the company is in the phase of growth and it is facing challenges in sustaining significant growth and impact while maintaining quality and low costs. The collection of data took place in the period between beginning of April 2016 and end of June 2016. The main sources of data used were personal interviews with main stakeholders and direct observations. The objective of the project was to analyze, through a qualitative approach, the nature of the challenges that 4YOU2 was facing. The findings emerged indicated that 4YOU2’s growth is driven by many competitive advantages, especially regarding the innovativeness and attractiveness of the offer, the price component of the value proposition, the personal characteristics of the founder, and the strategic network of partners and supporters around the organization. On the other hand, the challenges that 4YOU2 was facing were overall comparable to those of any enterprise -being it social or traditional- in the same phase of the lifecycle. / A dissertação é um estudo de caso sobre a 4YOU2, uma empresa social brasileira: a proposta de valor dela é oferecer ensino de inglês de alta qualidade para pessoas menos favorecidas. A 4YOU2 foi fundada em 2012 e, em 2016, a companhia está na fase de crescimento e está enfrentando desafios para sustentar seu crescimento e impacto significativo, mantendo a oferta de alta qualidade e custo baixo. A coleta dos dados aconteceu no período entre o começo de Abril 2016 e o final de Junho 2016. As principais fontes de dados usadas foram entrevistas com os principais stakeholders e observações diretas. O objetivo do projeto é analisar, com uma perspectiva qualitativa, a natureza dos desafios que a 4YOU2 está enfrentando. Os resultados provam que o crescimento da 4YOU2 é apoiado por muitas vantagens competitivas, como a inovação e atratividade da oferta, o preço, as caraterísticas pessoais do fundador e as parcerias. Por outro lado, os desafios que a 4YOU2 está enfrentando são, no geral, comparáveis com aqueles de qualquer empresa –seja ela social ou tradicional- na mesma fase do ciclo de vida.