Objective of the study: This case-study aimed to promote the analysis and discussion among students in relation to the ability of a start-up to deal with the crisis of the Covid-19 pandemic, creating opportunities amid the risks.Methodology / approach: Primary data were provided by one of the start-up founders, who granted an interview during 2020. As secondary sources, information was obtained from the company’s social media and news websites, as well as a review of relevant literature.Originality / relevance: The main reflection revolves around the dilemma: withdraw or expand investments in marketing during moments of crisis? This dilemma, tackled by Mate in Box, is likely similar to the reality of many other businesses.Main results: When dealing with their marketing strategies, companies must consider adapting them to their objective and current reality. Mate in Box increased its marketing investments, which resulted in increased profitability and brand consolidation. This also demonstrates how a good marketing plan must adapt to the business’s crisis management proposal.Theoretical / methodological contributions: The teaching notes pose questions for classroom use (based on the literature and on the company’s actual facts), promoting decision-making exercises regarding marketing strategy in the face of crises.Social / management contributions: This case-study contributes to the perception that, in moments of crisis, marketing needs to be considered as a tool for the sustainability of the business and in the search for profits and viability, and not as a cost vector. This study stimulates academics and managers to reflect upon how to transform risks into opportunities.
The objective of this paper is to propose the acknowledgement of subspecies of symbolic capital in the context of everyday work practices within the framework of Ordinary Management, a perspective which is relevant and scarcely discussed in Administration. It consists of a perspective which is distant from the mainstream of Administration and fosters observation as a way to comprehend other forms of management related to the everyday life of the ordinary man. As a result, we reflect upon the necessity of acknowledging resources and capitals which are particular to this manner of performing management, in which economic and cultural capitals are lacking, and capitals must be observed based on their symbolic effects. We base the discussion of this proposal on the theoretical-epistemic approaches of Michel de Certeau, about the art of creating everyday life, and of Pierre Bourdieu, about the perspectives of symbolic capital within the context of the theory of practices. We assume the plurality of the concept of capitals but, moreover, we try to bring the understanding of capital closer to the reality of an Ordinary Management. Therefore, we propose an inversion of the common perspectives on capital, related to “distinction” and “glamour” and fostered by the dominant mindset in Administration. We suggest acknowledging subspecies of symbolic capital which inhabit the popular, the “vulgar” and, consequently, not “distinctive”. This paper contributes to organizational studies by opening up space for the recognition of the resources which configure the practices of management of small subsistence entrepreneurship, which express the everyday reality of businesses in the context of emerging countries.
The state has its purchasing power evidenced. Therefore, by using it strategically, it can influence the market, creating a demand for sustainable goods and services, through the inclusion of sustainable criteria in their purchasing and contracting process. On the other hand, the purchasing process has the action of public contracting agents as decisive element for the application of this process. Thus, it is relevant to know the perception of the agents on the subject, in view of possible obstacles to its implementation, even though the process is legitimized by State regulations. Therefore, the objective of this study was to analyze the perception of public contracting agents regarding sustainable public procurements and their application, by adopting a descriptive character with quantitative approach. The data were collected during the 2nd International Summit on Sustainable Public Contracting, held in Brasília, DF. The sample consisted of 77 public servants. The analysis used descriptive statistics and cluster analysis. The results indicate the possibility of inefficient training and qualification of the agents, as well as the recognition by the agents that the cultural factor is the main obstacle for the application of sustainable public procurements.
Compras públicas sustentáveis. Micro e pequenas empresas. Bom negócio Paraná.
Resumo O objetivo deste ensaio teórico é defender o reconhecimento de subespécies de capital simbólico, diante do contexto das práticas cotidianas de trabalho, da gestão ordinária. O tema da gestão ordinária é relevante e escasso na área de administração. Trata-se de uma perspectiva que se distancia do mainstream da administração e fomenta o olhar para compreender outras formas de gestão relacionadas ao cotidiano do Homem ordinário. Portanto, refletimos sobre a necessidade de reconhecer recursos e capitais peculiares a essa maneira comum de realizar gestão, na qual o capital econômico e cultural são precários aos seus agentes e os capitais precisam ser reconhecidos a partir dos efeitos do simbólico. Assim, discutimos essa proposta a partir das abordagens teórico-epistêmicas de Michel de Certeau sobre a arte de fazer o cotidiano e a perspectiva de capital simbólico no contexto teórico da prática de Pierre Bourdieu. Assumimos a pluralidade do conceito de capital, mas, sobretudo, buscamos aproximar a compreensão de capital à realidade de uma gestão ordinária. Portanto, propomos uma inversão da comum perspectiva de capital relacionada ao “distinto” e ao “glamour” , fomentada em uma concepção dominante da administração. Sugerimos reconhecer subespécies de capital simbólico, que habitam o popular, o “vulgar”, logo, o não “distinto”. Este estudo contribui para os estudos organizacionais ao abrir espaço para que se reconheçam os recursos que configuram a prática da gestão de pequenos empreendimentos de sobrevivência, que expressam a realidade cotidiana de empreendimentos no contexto de países emergentes.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.