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Clubinho Preto: Children Growing Up with Racial Diversity

Author

Listed:
  • Renata Frota
  • Elisa Priori de Deus
  • Victor Almeida
  • Leticia Moreira Casotti

Abstract

The case shows the difficulties faced by a social business to become financially viable. Talita Peixoto is an African-Brazilian woman enterprising for the first time. Together with her husband, she created Clubinho Preto, a Brazilian subscription club for children that delivered boxes with books, clothing, and accessories to educate children in a positive Afrocentric culture. After two years, they are struggling financially. Looking for alternatives, Talita planned to expand her business by adding schools as clients. Her business partners opposed the idea, believing that not every manager would truly commit to the racial cause. Talita needed the money, but not at any cost. How can she transform her purpose into a product? To answer this question, it is necessary to align purpose, value creation, and a business model. This case can be taught in executive training programs and undergraduate classes on marketing and consumer behavior, social entrepreneurship, and business purposes. We invite teachers and students to include the discussion on diversity, equity, and inclusion in all these disciplines.

Suggested Citation

  • Renata Frota & Elisa Priori de Deus & Victor Almeida & Leticia Moreira Casotti, 2023. "Clubinho Preto: Children Growing Up with Racial Diversity," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 220269-2202.
    • Handle: RePEc:abg:anprac:v:27:y:2023:i:6:1588
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    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1588
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    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1588/1898
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    References listed on IDEAS

    as
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    2. David Crockett, 2017. "Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 554-581.
    3. Kai Hockerts, 2006. "Entrepreneurial Opportunity in Social Purpose Business Ventures," Palgrave Macmillan Books, in: Johanna Mair & Jeffrey Robinson & Kai Hockerts (ed.), Social Entrepreneurship, chapter 10, pages 142-154, Palgrave Macmillan.
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