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Relacional: Easing the Crisis Effects in the Education Sector

Author

Listed:
  • Adrian Kemmer Cernev
  • Letícia Fantinato Menegon
  • Marta de Campos Maia

Abstract

This teaching case addresses the need for change in Relacional’s business strategy, driven by the negative effects of the COVID-19 pandemic in the Brazilian educational sector in the first half of 2020. The startup is a software warehouse whose systems seek to solve specific problems of educational institutions, from basic to higher level, such as relationship, attraction, and retention of students. In the midst of a scenario of probable crisis in the sector, the partners seek business alternatives to assist educational institutions while wanting to ensure the growth and continuity of the company itself. Applicable in Entrepreneurship, Marketing, and IT courses in undergraduate and graduate Business Management programs, this case addresses concepts of Information Economy, models of offer and pricing of software.

Suggested Citation

  • Adrian Kemmer Cernev & Letícia Fantinato Menegon & Marta de Campos Maia, 2022. "Relacional: Easing the Crisis Effects in the Education Sector," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 26(1), pages 200377-2003.
    • Handle: RePEc:abg:anprac:v:26:y:2022:i:1:1495
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    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1495
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    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1495/1693
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    References listed on IDEAS

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    1. De Sordi, José Osvaldo & Nelson, Reed, Elliot & Meireles, Manuel & da Silveira, Marco Antonio, 2016. "Development of digital products and services: Proposal of a framework to analyze versioning actions," European Management Journal, Elsevier, vol. 34(5), pages 564-578.
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