Os Dilemas de Crescer com Propósito: Caso Mancha Orgânica



Artigo principal Conteúdo

Thaysa Costa do Nascimento
Flávia Pimenta Fracalanzza
Victor Manoel Cunha de Almeida

Resumo

O caso apresenta o dilema enfrentado em novembro de 2018 pela Mancha Orgânica, uma startup carioca que produz tintas orgânicas. A Mancha é norteada por princípios de sustentabilidade produzindo uma tinta atóxica e oriunda de elementos naturais. Apesar do reconhecimento e resultados comerciais que estavam conquistando, os sócios Amon, Pedro e Martina se perguntavam como crescer sem perder o propósito de consumo consciente, mas lidando com os desafios produtivos. O caso da Mancha Orgânica se mostra oportuno para propor uma discussão acerca de propósito e organizações tidas como purpose-driven. O caso foi desenvolvido para ser usado em disciplinas de Branding ou Marketing de programas de pós-graduação de lato ou stricto sensu. Com a discussão do caso, espera-se que os alunos desenvolvam habilidades necessárias para examinar e diferenciar o posicionamento e desafios de organizações purpose-driven.



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Detalhes do artigo

Como Citar
Nascimento, T. C. do, Fracalanzza, F. P., & Almeida, V. M. C. de. (2022). Os Dilemas de Crescer com Propósito: Caso Mancha Orgânica. Revista De Administração Contemporânea, e210136. https://doi.org/10.1590/1982-7849rac2022210136.en
Seção
Casos para Ensino

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