• Abstract

    BEFORE IT WAS A FLY IN THE SOUP, SÔ! DONA ZIZI'S MURMURS IN PANDEMIC TIMES

    DOI 10.14210/alcance.v29n3(Set/Dez).p343-359
    Published date: 14/04/2023

    ABSTRACT

    Dilemma: In scenario of grand uncertainty arising from the pandemic, is it still viable to maintain the tradition of betting only on face-to-face service or is it time to join the delivery system? Is that just enough?

    Educational objective: This case aims to provide students with experiences of situations consistent with organizational reality and development of decision-making capacity, when analyzing the dilemma of implementing or not an alternative care system, given the restrictive measures of operation arising from the pandemic of COVID-19.

    Contextualization: The advent of COVID-19 caused drastic changes in the daily life of brazilian enterprises, including in the Food Out of Home (AFL) sector. Dona Zizi and her son Pedro, owners of a homemade food restaurant in the municipality of Goiânia, needed to reinvent themselves in the pandemic period to avoid the loss of customers, the massive layoffs and the closure of the establishment.

    Main topic: Decision making in times of pandemic.

    Audience: Students at undergraduate level in administration, in the disciplines of marketing, entrepreneurship and strategic planning.

    Originality/value: Students assume the role of manager and make decisions about a series of concerns that arise in the daily lives of companies in times of crisis. The study rescues basic concepts of the marketing mix and decision theory, in search of answers to solve the change scenario, competition, strategic alternatives and improve the Gastrô Mineiro's value proposition.

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Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.

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