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1 CHALHUB, Melhim Namem. Extraído de http://www.melhimchalhub.com.br/noticia/detalhe/25/incorporacao-


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2 Extraído de http://www.saberimobiliario.com.br/2009/03/incorporacao-imobiliaria-conceito.html.

180 \R. EMERJ, Rio de Janeiro, v. 20, n. 77, p. 179 - 187, Janeiro 2017 \
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3 http://www.migalhas.com.br/dePeso/16,MI34366,91041-Breve+analise+sobre+a+incorporacao+imobiliaria.
4 Art. 29 da Lei nº 4.591/64.

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5 Extraído de http://www.marketingimob.com/2012/02/o-caso-encol-grande-licao-para-o.html em 23/08/2016.


6 Extraído de http://g1.globo.com/goias/noticia/2013/05/relatorio-Ànal-da-massa-Ialida-da-encol-e-entregue-Mustica-
-em-goias.html em 23/08/2016.

182 \R. EMERJ, Rio de Janeiro, v. 20, n. 77, p. 179 - 187, Janeiro 2017 \
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7 Art. 31-A, caput, da Lei nº 4.591/64, disponível em http://www.planalto.gov.br/ccivil_03/leis/L4591.htm.

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8 PEREIRA, Caio Mário da Silva. Condomínio e Incorporações. 12ª ed. Ver. e atual. Segundo a legislação vigente. Rio
de Janeiro: Forense. 2016, p. 260.

184 \R. EMERJ, Rio de Janeiro, v. 20, n. 77, p. 179 - 187, Janeiro 2017 \
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9 Extraído de http://www.sebrae.com.br/sites/PortalSebrae/artigos/pesquisa-de-mercado-o-que-e-e-para-que-serve,97
589f857d545410VgnVCM1000003b74010aRCRD em 24/08/2016.

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10 Agravo de Instrumento nº 0035859-97.2008.8.19.0000 (2008.002.29622), julgamento: 06/02/2009 - Décima Terceira


Câmara Cível, extraído de www.tjrj.jus.br.

\R. EMERJ, Rio de Janeiro, v. 20, n. 77, p. 179 - 187, Janeiro 2017 \ 187

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