Anais
Resumo do trabalho
Casos de Ensino · Negócios
Título
The Brazilian Online Food Delivery Market: Evolution, Dominance, and Disruption
Palavras-chave
Platform Dominance
Antitrust Regulation
Market Fragmentation
Autores
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Fabiano MonettiESCOLA DE ADMINISTRAÇÃO DE EMPRESAS DE SÃO PAULO (FGV-EAESP)
Resumo
O caso
This case examines Brazil’s R$40.5B food delivery battleground, where iFood’s 80% dominance—forged through exclusivity contracts, ecosystem diversification, and hyper-localization—faces disruption. Rappi, Latin America’s pioneering Super App, struggles with operational missteps and late-entry disadvantages despite post-CADE antitrust reforms. The narrative analyzes iFood’s entrenchment, Rappi’s $250M counteroffensive (zero commissions, 10-min delivery), and looming threats from global entrants like Meituan. Students confront Brazil’s "triple fragmentation" (regional cultures, income tiers, log
Objetivo de ensino
Equip students to: 1) Analyze barriers using Porter’s Five Forces (iFood’s exclusives, Rappi’s late-mover disadvantage); 2) Evaluate antitrust economics via Bain’s Limit Pricing and Tirole’s platform models (CADE’s 2023 TAC ruling); 3) Design disruption strategies applying Christensen’s framework (Rappi Turbo’s ultra-fast delivery); 4) Assess localization with Ghemawat’s CAGE Distance (iFood’s cultural fluency vs. Rappi’s pan-regional rigidity).
Fontes e Métodos de coleta
Statista/Euromonitor (market size/CAGR)
Magzines, newspapers, websites (ABRASEL, E-Commerce Brasil, Estadão, Folha, Uol, CNN, Época Negócios, Veja, Exame)
Mixed-method triangulation validates competitive dynamics, operational failures, and regulatory impacts.
Magzines, newspapers, websites (ABRASEL, E-Commerce Brasil, Estadão, Folha, Uol, CNN, Época Negócios, Veja, Exame)
Mixed-method triangulation validates competitive dynamics, operational failures, and regulatory impacts.
Disciplinas sugeridas para uso do caso
1. Strategic Management: VRIO/SWOT analysis of iFood’s ecosystem and Rappi’s operational weaknesses.
2. Antitrust Economics: Rey & Tirole’s foreclosure theory applied to CADE’s exclusivity ban.
3. International Business: Khanna & Palepu’s institutional voids in Brazil’s regulatory landscape.
4. Marketing Strategy: Trout & Rivkin’s positioning frameworks for platform differentiation.
5. Emerging Market Finance: Cross-subsidization economics in Super-App models. (599 characters)
2. Antitrust Economics: Rey & Tirole’s foreclosure theory applied to CADE’s exclusivity ban.
3. International Business: Khanna & Palepu’s institutional voids in Brazil’s regulatory landscape.
4. Marketing Strategy: Trout & Rivkin’s positioning frameworks for platform differentiation.
5. Emerging Market Finance: Cross-subsidization economics in Super-App models. (599 characters)
Sugestões de bibliografia
Kira, B. (2023). Is IFood Starving the Market? Antitrust Enforcement in the Market for Online Food Delivery in Brazil. World Competition, 46(2).
Liboredo, J. C., Amaral, C. A. A., & Carvalho, N. C. (2023). Food delivery before and during the COVID-19 pandemic in Brazil. Nutrition & Food Science, 53(2), 301-318.
Parker, G., Petropoulos, G., & Van Alstyne, M. W. (2020). Digital platforms and antitrust. In The Oxford Handbook of Institutions of International Economic Governance and Market Regulation.
Tirole, J. (2017). Economics for the common good.Platform regulation.
Liboredo, J. C., Amaral, C. A. A., & Carvalho, N. C. (2023). Food delivery before and during the COVID-19 pandemic in Brazil. Nutrition & Food Science, 53(2), 301-318.
Parker, G., Petropoulos, G., & Van Alstyne, M. W. (2020). Digital platforms and antitrust. In The Oxford Handbook of Institutions of International Economic Governance and Market Regulation.
Tirole, J. (2017). Economics for the common good.Platform regulation.