Reconstruindo sonhos: estratégias de superação das falhas do empreendedor

Juliane da Costa Evangelista; Vânia Maria Jorge Nassif; Eloisa Elena Ramos Dias Shinohara

doi:10.5585/2025.27063

Authors

Juliane da Costa Evangelista Universidade Nove de Julho (UNINOVE), São Paulo, SP, Brazil https://orcid.org/0000-0003-0559-2757
Vânia Maria Jorge Nassif Universidade Nove de Julho (UNINOVE), São Paulo, SP, Brazil https://orcid.org/0000-0003-3601-2831
Eloisa Elena Ramos Dias Shinohara Universidade Nove de Julho (UNINOVE), São Paulo, SP, Brazil https://orcid.org/0000-0002-9303-3092

DOI:

https://doi.org/10.5585/2025.27063

Keywords:

entrepreneur, failure, overcoming, affective, cognitive

Abstract

Purpose: This study investigates the strategies used by entrepreneurs to cope with failure and their motivations for overcoming it.

Methodology/Approach: The method used here is qualitative, descriptive, and exploratory in nature. Data was collected through interviews with 15 Brazilian entrepreneurs from different sectors of the economy. The content analysis method was used to analyze the data from the perspective of Bardin (2016).

Originality/Relevance: Studies exploring strategies for coping with failure are still relatively scarce in the entrepreneurship literature, and so too are affective and cognitive behavioral aspects related to this subject (Eager et al., 2019; Srinivasan et al., 2023).

Main results: The results here demonstrate that entrepreneurs rely on affective and cognitive behaviors as strategies to cope with and overcome failure.

Theoretical/Methodological Contributions: The purpose of this study is to contribute to the literature on entrepreneurship and enrich understanding of how the emotions and cognition influence entrepreneurial behavior in strategies for coping with failure, and also to suggest the reasons, motivations, and behaviors that help entrepreneurs deal with this.

Social contributions: Identify strategies for entrepreneurs to overcome failure, promote resilience and continuous learning, and reinforce the resilience of businesses and the well-being of families.

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Author Biographies

Juliane da Costa Evangelista, Universidade Nove de Julho (UNINOVE), São Paulo, SP, Brazil

Master in Administration, Postgraduate Professor, and Business Consultant.

Vânia Maria Jorge Nassif, Universidade Nove de Julho (UNINOVE), São Paulo, SP, Brazil

Post-doctorate in Entrepreneurship and Entrepreneurial Competencies at FGV-SP. PhD in Business Administration from Universidade Presbiteriana Mackenzie, Master's in Education from Universidade de Ribeirão Preto, and Bachelor's Degree in Psychology from FFCLRP-/USP. Visiting Researcher at Bradley University, Illinois-USA. Leader of research projects funded by FAPESP-SP in the field of Entrepreneurship, with an emphasis on Female Entrepreneurship and Minority Groups. Productivity Research Fellow (PQ2/CNPq). Professor in the Graduate Program in Administration at Universidade Nove de Julho - UNINOVE/SP, researcher and Leader of the research line Innovation, Entrepreneurship, and Sustainable Business - IEN.

Eloisa Elena Ramos Dias Shinohara, Universidade Nove de Julho (UNINOVE), São Paulo, SP, Brazil

Doctor in Administration/Organizational Strategies from UNINOVE (2022). Dissertation titled: ENTREPRENEUR 50+: BARRIERS AND STRATEGIES TO OVERCOME THEM. Scholarship holder in the Support Program for Post-Graduation of Higher Education Institutions - PROsup. Master's in Administration-Health Systems Management from UNINOVE (2019). MBA in Health Systems Administration from UNINOVE (2016). Bachelor's Degree in Business Administration from UNINOVE (2015). Higher education professor at UNISAN-Centro Universitário Santa Rita (2023).

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