Symbolic goods market of football: the entrepreneurial management strategy of Andres Sanchez at Sport Club Corinthians Paulista/Mercado de bens simbolicos do futebol: a estrategia empreendedora da gestao Andres Sanchez no Sport Club Corinthians Paulista/Mercado de bienes simbolicos del futbol: la gestion estrategica empresarial de Andres Sanchez en el Sport Club Corinthians Paulista

The growth of the market of symbolic goods became reality in all continents. Particularly, football, since the 1990 World Cup, went through financial growth. The exploration of the passion of the fans/consumers for football and for their respective clubs became a great commercial activity and the provision of services, after the advent of Pele Law in March 1998. Consequently, the clubs are no longer mere sports associations and became large organizations, responsible for offering a product attractive and increasingly profitable. The entrepreneurial management strategy of Andres Sanchez allowed to Sport Club Corinthians Paulista achieve the first place of company in Brazilian football and the sixth place on the world stage. According exploratory research of qualitative nature, ex-post-factum, accompanied by in-depth interview with participants of the project managers and members of the organized supporters, the central objective of research, sought to identify the phenomenological perspective strategies employed in managing Andres Sanchez to the appreciation of the mark. The survey results point to the integration of functional strategies with business strategy. The perception of entrepreneurial vision allowed respondents to the Club in four years (2008-2011), form the basis of its growth to achieve differentiated positioning, and, consequently, sustainable competitive advantage. Keywords: Corinthians; Business Strategy; Symbolic Goods Market. O crescimento do mercado de bens simbolicos se tornou realidade em todos os continentes. Particularmente, o futebol, desde a Copa do Mundo de 1990, passou por crescimento financeiro incomum. A exploracao da paixao dos torcedores/consumidores pelo futebol e por seus respectivos clubes transformou-se em grande atividade comercial e de prestacao de servicos, apos o advento da Lei Pele em marco de 1998. Consequentemente, os clubes deixaram de ser meras agremiacoes esportivas e se tornaram grandes organizacoes, responsaveis por oferecer um produto atraente e cada vez mais rentavel. A estrategia empreendedora da gestao de Andres Sanchez possibilitou ao Sport Club Corinthians Paulista, em 2012, alcancar o primeiro lugar de empresa no futebol brasileiro e a sexta colocacao no cenario mundial. Por meio de pesquisa exploratoria de natureza qualitativa, ex-post factum, acompanhada de entrevista em profundidade com gestores participantes do empreendimento e membros da torcida organizada, o objetivo central da pesquisa, na perspec