Coffee in the Elections: the bitter and the sweet in the strategic management of a Coffee Shop

Authors

DOI:

https://doi.org/10.13058/raep.2019.v20n2.1293

Keywords:

Politics, Strategic Planning, Consumer Boycott

Abstract

This true case about the political reality of Brazil in the second decade of the twenty-first century addresses a political impasse in a coffee shop in Rio de Janeiro (Brazil). It is about the conflicts between two owners regarding their different political positions, influencing the organizational climate and affecting the relationship among the partners and the employees. The partnership, which consists of Steven, John and Guilherme, began with the Steven’s financial investment. Steven is married to Rosa (who is family-related to Guilherme and João). The ideological conflict between João and Guilherme is intense and clients also take part into the political discussion at Café com Sonhos. This political impasse was extended to virtual social media through the spread of the hashtag #cafecomsonhosleme. Digital platforms have identified some problems related to the image and reputation of this coffee shop, as well as complaints about the decrease in product quality. Parting company is not being considered due to the high financial investment made by Steven and the fact that John and Guilherme get their monthly income only from the coffee shop.

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Author Biographies

Breno de Paula Andrade Cruz, Universidade Federal do Rio de Janeiro, Rio de Janeiro, RJ

Doutor em Administração pela FGV-EAESP.

Áreas de interesse em pesquisa: Marketing; Boicote do Consumidor; Gastronomia; Responsabilidade Social Corporativa; Pesquisa em Administração.

Renato Augusto da Silva Monteiro, Universidade Federal do Rio de Janeiro, Rio de Janeiro, RJ

Doutor em Educação em Ciências e Saúde pela UFRJ.

Áreas de interesse em pesquisa: Alimentação; Bebidas; Consumo.

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Published

2019-05-02

How to Cite

Cruz, B. de P. A., & Monteiro, R. A. da S. (2019). Coffee in the Elections: the bitter and the sweet in the strategic management of a Coffee Shop. Administração: Ensino E Pesquisa, 20(2), 426–449. https://doi.org/10.13058/raep.2019.v20n2.1293

Issue

Vol. 20 No. 2 (2019): May-August

Section

Teaching Cases

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