Journal of Contemporary Administration

Adaptive Leadership and Engaged Scholarship

2025-03-18T18:04:12+00:00

The most gratifying moments in the editorial process of a journal like RAC are accepting a manuscript and publishing a new issue. Accepting a new article is rewarding because, as a researcher myself, I cannot help but imagine the smile on the face of the author who, after so much effort, finally receives that long-awaited email saying, “Congratulations! Your work has been accepted for publication.”

Publishing a new issue, on the other hand, is fulfilling because it celebrates the hard work of the journal’s team. Here, I extend special thanks to Simone Rafael and Eduarda Anastacio. Each new issue crowns the efforts of the authors, associate editors, and reviewers who made its release possible.

Cultural Entrepreneurship as Affective Networks: A Multi-sited Ethnography of Food Markets

2025-03-19T18:04:41+00:00

Objective: to explain how affective networks support cultural entrepreneurship. Theoretical approach: theories of cultural entrepreneurship and affective networks, pointing out the relevance of networks and affectivity in this context. Method: a multi-sited ethnography was conducted in popular food markets, using ethnographic interviews, participant observation, documents, and visual and audiovisual records. Result: explaining cultural innovation, how affective networks support that process, and how the networks’ affectivity inspires the singularities of cultural entrepreneurship. Conclusions: the results contribute to advancing research on (a) cultural entrepreneurship as affective networks, (b) affectivity in entrepreneurship, and (c) cultural entrepreneurship as affective networks.

Attributes that Build Florianópolis Brand Identity in the Technological Context

2025-03-19T21:07:28+00:00

Objective: this article explores the attributes that shape the brand identity of Florianópolis, under the management of public authorities, businesses, academia, and the advertising sector. Theoretical approach: the research is based on the concepts of place branding and place brand identity, emphasizing the importance of stakeholder collaboration in strengthening a city’s identity. Methods: data were collected through web scraping and interviews and analyzed using content analysis. Results: the study identified five attributes that define the essence of the Florianópolis brand: technological and business innovation, education and social impact, collaborative technological community, networking and events, and notable sustainable development. Conclusion: the findings highlight the importance of collaboration among different stakeholders to drive local development. This study contributes by identifying and analyzing the elements that define a place’s brand identity, emphasizing the need for synergy in the technological ecosystem. Practical implications include strengthening public policies, fostering innovation and entrepreneurship, and consolidating the city as an emerging technology hub.

For an Anti-racist Racialization: Controversies Surrounding Racial Inclusion in Companies

2025-03-18T12:01:50+00:00

Objective: with this pensata, we present the concept of racialization as an analytical way to reflect on diversity and racial inclusion in companies and thus advance the anti-racist agenda. This concept allows us to defend affirmative action as a legitimate strategy to correct racial inequalities in the corporate world. Provocations: given the controversies and accusations of reverse racism generated by Magazine Luiza’s exclusive trainee program for black people, we pose the following provocations: (a) is the Magalu’s trainee program a racist initiative? (b) is this an expression of reverse racism? Conclusions: we argue the following position: racial inclusion programs created by Magalu or other companies cannot be labeled as racist. This position is based on the concept of racialization. We mobilize this notion to claim that, if all racism refers to racialization, not all racialization can be considered racist simply because it makes use of the racial lexicon. This argument takes on the challenge of facing the paradox of an anti-racism that is structured on the logic of racialization.

Ecofarming: A Gamified Simulation for Teaching Sustainable Entrepreneurship in Brazilian Biomes

2025-03-20T16:07:59+00:00

Objective: training for sustainable practices can mitigate the environmental impacts of expanding production systems. Brazil, a leader in agriculture, is a favorable setting for this type of training. Recently, it included entrepreneurship education (EE) in the National Common Curricular Base (BNCC). Thus, there is an opportunity to integrate the teaching of sustainable entrepreneurship with innovative approaches, such as gamification. From this perspective, the literature highlights two main problems: (I) the lack of a gamified tool for teaching sustainable entrepreneurship in Brazil that considers local elements such as biomes and geographical characteristics; and (II) the scarcity of gamified approaches in EE in high school. This article presents the proposed gamified simulation called EcoFarming, a multiplayer web platform aimed at the high school context, simulating entrepreneurship and sustainable agricultural management in Brazil. Method: the study followed the methodological steps of design science research (DSR), including the design, ideation, and conceptual model of the game. Results: in summary, the resulting prototype considers that players will make decisions for the creation and management of an agricultural enterprise, integrating dynamics based on the Brazilian context, its different biomes, and specific environmental conditions of the country. Conclusions: the article presents opportunities for future studies and recommendations. Its application in the educational context has the potential to increase awareness among students and professionals, empowering them to adopt attitudes aligned with the Sustainable Development Goals (SDGs): 2 (Zero Hunger and Sustainable Agriculture), 7 (Affordable and Clean Energy), 12 (Responsible Consumption and Production), and 13 (Climate Action).

Innovate to Reinvent: Implementing a Culture of Innovation in a Three-century-old Public Company

2025-03-24T19:28:07+00:00

Objective: the Three-Century-Old Public Company (EPT) is a federal public organization with over three centuries of history. Its main products, banknotes and coins, are being replaced by technological advancements in payment methods. To maintain its relevance in Brazilian society, the organization needs to develop a focus on innovation. EPT has already undertaken initiatives aimed at fostering innovation, but it is understood that to maintain its excellence, the organization will need to implement and sustain a culture of innovation.The objective of this article is to develop an intervention proposal for implementing a culture of innovation in a public company by identifying the challenges and benefits of change as anticipated by the organization's leaders. Method: an organizational culture diagnosis of EPT was conducted using both quantitative and qualitative data collection and analysis, including the application of the OCAI Instrument with 71 respondents, complemented by nine in-depth interviews with the company’s leaders. Results: based on the leadership’s interest in transforming the organizational culture, the study proposed the creation of an ‘Innovative Culture’ committee and an action plan consisting of five steps for implementing a new culture of innovation. Conclusion: this article may serve as a reference for future studies in public companies needing to implement cultural changes.

Sustainable International Expansion: Raízen's Path to Green Leadership

2025-03-21T13:00:05+00:00

Raízen, a leading multinational in the energy sector recognized for its innovation and commitment to sustainability, faces a pivotal strategic challenge in its international expansion. Under the guidance of CEO Roberto Silva, the management team—comprising Sustainability Director Marina Costa and International Expansion Director Carlos Mendes— deliberates on the best approach to align the company’s global growth with the Sustainable Development Goals (SDGs) of the 2030 Agenda. The core dilemma is whether to license second-generation ethanol (E2G) technology, enabling local production in other countries and fostering global sustainable development, or pursue direct investment to ensure adherence to Raízen’s values and sustainability standards internationally. The objective of this teaching case is to encourage thoughtful analysis of how the SDGs can shape the international expansion strategies of companies. It is designed for undergraduate and graduate courses in Strategic Management, International Business, Corporate Sustainability, Environmental Marketing, and Regulatory Policy.

Rebranding Rio: From Marvelous City to the Capital of Entrepreneurship and Innovation

2025-03-19T16:13:49+00:00

Motivated by the return of the investment promotion agenda for the City of Rio de Janeiro in 2021, this case aims to put students in the role of Alexandre Vermeulen, CEO of the newly created Municipal Investment Promotion Agency (IPA) Invest.Rio, so that they can reflect on how new projects led by the agency such as Porto Maravalley, the Center for Entrepreneurship and Finance of Tomorrow, the Web Summit Rio, and the structuring of an urban marketing plan that can be able to give new meaning to the international image of Rio de Janeiro, making the city the capital of entrepreneurship and innovation of Brazil and Latin America. The case was designed for undergraduate and graduate business administration and marketing students who wish to discuss destination image, urban marketing, and policies for attracting investments