Rebranding Rio: From Marvelous City to the Capital of Entrepreneurship and Innovation

ABSTRACT Motivated by the return of the investment promotion agenda for the City of Rio de Janeiro in 2021, this case aims to put students in the role of Alexandre Vermeulen, CEO of the newly created Municipal Investment Promotion Agency (IPA) Invest.Rio, so that they can reflect on how new projects led by the agency such as Porto Maravalley, the Center for Entrepreneurship and Finance of Tomorrow, the Web Summit Rio, and the structuring of an urban marketing plan that can be able to give new meaning to the international image of Rio de Janeiro, making the city the capital of entrepreneurship and innovation of Brazil and Latin America. The case was designed for undergraduate and graduate business administration and marketing students who wish to discuss destination image, urban marketing, and policies for attracting investments.