Relacional: Easing the Crisis Effects in the Education Sector

Main Article Content

Adrian Kemmer Cernev orcid
Letícia Fantinato Menegon orcid
Marta de Campos Maia orcid


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.


Download data is not yet available.

Article Details

How to Cite
Cernev, A. K., Menegon, L. F., & Maia, M. de C. (2021). Relacional: Easing the Crisis Effects in the Education Sector. Journal of Contemporary Administration, 26(1), e200377.
Cases for Teaching


Bhargava, H. K., & Choudhary, V. (2008). When is versioning optimal for information goods? Management Science, 54(5), 1029-1035. 
Gartner. (2021). Top 10 higher education trends: Midway through an unusual year. Retrieved from 
Ker, J., & Motoda, E. (2020, July 06). Em dois meses, 265 mil alunos abandonaram a graduação, diz sindicato de mantenedoras. Estadão. Retrieved from,em-dois-meses-265-mil-alunos-abandonaram-a-graduacao-diz-sindicato-de-mantenedoras,70003354874 
Liu, Z., Li, M., & Kou, J. (2015). Selling information products: Sale channel selection and versioning strategy with network externality. International Journal of Production Economics, 166, 1-10. 
Shapiro, C., & Varian, H. R. (2003). A economia da informação: Como os princípios econômicos se aplicam à era da internet. Rio de Janeiro: Elsevier. 
Sordi, J. O. de., Nelson, R. E., Meireles, M., & Silveira, M. A. da (2016). Development of digital products and services: Proposal of a framework to analyze versioning actions. European Management Journal, 34(5), 564-578. 
Thompson, E. (2019, May 16). The eight building blocks of CRM: Overview. Gartner. Retrieved from 
Totvs. (2019, December 26). CRM Educacional: Essencial para as instituições de ensino. Recuperado de: 
Yanckello, R., & Thayer, T. (2020, April 28). Strategic roadmap for higher education student information system. Gartner. Retrieved from