Dilemma: The case explores the trajectory of Congresse.me, an online congress platform operating in Brazil since 2018. After a period of success driven by the COVID-19 pandemic, the company now faces the challenge of reinventing its business model once again. Educational Objective - After discussing this case, students are expected to: a) Understand and assess the platform business model by examining how Congresse.me balanced the needs of different customers and partners in its multilateral platform; b) Identify and discuss the nuances of brand positioning between Business to Business (B2B) and Business to Consumer (B2C) market segments, using Congresse.me’s audience transition as an example; c) Develop adaptive strategies to navigate volatile markets, using Congresse.me as a case study.
Context: Luiz Gustavo, CEO of Congresse.me, faces a critical moment. After rapid growth during the pandemic, the demand for online events has declined, requiring a new strategic positioning to maintain competitiveness.
Main Theme: Business models and strategic adaptation challenges in the post-pandemic era.
Audience: Recommended for undergraduate and graduate students in business administration, applicable to courses in business, entrepreneurship, strategy, and marketing.
Originality / Value: The case explores the challenges of transitioning into a digital platform impacted by external factors, highlighting innovation and strategic adaptation in uncertain markets.
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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.
