Relacional: Easing the Crisis Effects in the Education Sector

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Published: Jul 12, 2021
DOI: https://doi.org/10.1590/1982-7849rac2022200377.en
Keywords:
information technology, CRM, education, software versioning, software as a service

Main Article Content

Adrian Kemmer Cernev
Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo, São Paulo, SP, Brazil.
https://orcid.org/0000-0002-6300-3976 orcid
Letícia Fantinato Menegon
Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo, São Paulo, SP, Brazil; Escola Superior de Propaganda e Marketing, São Paulo, SP, Brazil.
https://orcid.org/0000-0002-0008-078X orcid
Marta de Campos Maia
Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo, São Paulo, SP, Brazil.
https://orcid.org/0000-0002-9479-0693 orcid

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.



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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. https://doi.org/10.1590/1982-7849rac2022200377.en
Issue
Vol. 26 No. 1 (2022): Jan/Feb - 2022
Section
Cases for Teaching

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