Journal of Contemporary Administration

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

Xênia L'amour Campos Oliveira — 2025-03-13

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

Patrick Wendell Barbosa Lessa — 2025-03-14

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

Pedro Jaime — 2025-03-05

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

Felipe Luiz Neves Bezerra de Melo — 2025-03-14

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).

Sustainable International Expansion: Raízen's Path to Green Leadership

Renata Luiza de Castilho Rossoni — 2025-03-07

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.