Estratégia e imaginação: um estudo de caso sobre o projeto da camisa de futebol retrô de um time que nunca existiu

Abstract

This article investigates the influence of executives' imaginative ability in the formulation of strategies, focusing on the case of the Chico Rei brand and its retro soccer shirt of a team that did not even exist. Thus, through a categorical-analytical analysis of interviews, documents and social media, the results demonstrate the importance of imaginative skills in creating effective business strategies. In this way, the development of the shirt exemplifies how the founder's imagination, aligned with the principles of the Cognitive School and the dimensions of Abraham's imagination, allowed the company to identify opportunities, anticipate market trends, adopt a proactive strategic posture and generate an innovative and relevant product for the market. In short, this study underscores the importance of imagination not only as a desirable attribute, but a strategic competency crucial to success in a dynamic and ever-evolving business environment.