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

• Autor(a) principal: Cruz, Breno de Paula Andrade
• Data de Publicação: 2019
• Outros Autores: Monteiro, Renato Augusto da Silva
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Administração (São Paulo. Online)
• Texto Completo: https://raep.emnuvens.com.br/raep/article/view/1293
• topic: Politics; Strategic Planning; Consumer Boycott; Política; Planejamento Estratégico; Boicote do Consumidor

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.