Cesar Zanchet and Adezan: A Different Kind of Leadership
Adezan is a medium-sized Brazilian company in the packaging and logistics business. It serves a broad portfolio of customers, and counts several global companies among its key accounts. Adezan’s transformation from a manufacturer of wood packaging to a supplier of logistics services is, in part, the result of opportunistic strategies and the entrepreneurial ability of Cesar Zanchet. At a time of profound market changes, Adezan is confronted by the 7-7-7 challenge posed by Cebrace; a joint venture of global glass manufacturer Saint Gobain and Pilkington, to deliver a 7% annual reduction in packaging costs for three consecutive years. This case covers Cesar’s leadership and highlights what academic literature defines as “entrepreneurship capital.”
To provide a context for studying leadership styles and behaviors, in real time, in the person of Cesar Zanchet.
To study how an entrepreneur’s capabilities and emotional commitment influence the success of a new venture, and examine the concept of “entrepreneurship capital.”
To show the importance that market knowledge and customer intimacy have as decision guides for successful entrepreneurs.
To develop an understanding of how values is created in supply chain management through efficient supply chain execution.
To illustrate the role of third party logistics providers in the supply chain, and understand why supply chain execution activities are outsourced to them.