Magalu Has It: Social, Political, and Market Strategies during COVID-19
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , |
Tipo de documento: | Relatório |
Idioma: | eng |
Título da fonte: | RAC. Revista de Administração Contemporânea (Online) |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552021000700806 |
Resumo: | ABSTRACT This teaching case presents the strategic positioning of the Magazine Luiza group (Magalu), represented by the director of institutional relations José Ribeiro and Luiza Helena Trajano, chairman of the Board of Directors, before and during COVID-19. The case’s objective is to promote a reflection on the business strategies adopted in times of crisis. Since the beginning of the COVID-19 pandemic in Brazil, Luiza and Magalu have engaged in discussions and practiced a series of strategic actions for the benefit of the group’s employees, small- and medium-sized companies, and those most affected by the pandemic. A few months after the first case, the instability was still perceived, it was still present, the number of infected and deaths rose and little was known about when the daily life would return to ‘normal.’ Many questions persisted about Magalu’s next steps. Thus, it was necessary to discuss how the group should position itself to ensure performance and reputation. The proposal is to make students put themselves in the place of José Ribeiro, director of institutional relations and the urgent affairs commission of Magalu, in order to encourage a debate about the market and non-market strategies that could be implemented. |
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Magalu Has It: Social, Political, and Market Strategies during COVID-19times of crisisnonmarket strategiesmarket strategiesLuiza Helena TrajanoMagalu GroupABSTRACT This teaching case presents the strategic positioning of the Magazine Luiza group (Magalu), represented by the director of institutional relations José Ribeiro and Luiza Helena Trajano, chairman of the Board of Directors, before and during COVID-19. The case’s objective is to promote a reflection on the business strategies adopted in times of crisis. Since the beginning of the COVID-19 pandemic in Brazil, Luiza and Magalu have engaged in discussions and practiced a series of strategic actions for the benefit of the group’s employees, small- and medium-sized companies, and those most affected by the pandemic. A few months after the first case, the instability was still perceived, it was still present, the number of infected and deaths rose and little was known about when the daily life would return to ‘normal.’ Many questions persisted about Magalu’s next steps. Thus, it was necessary to discuss how the group should position itself to ensure performance and reputation. The proposal is to make students put themselves in the place of José Ribeiro, director of institutional relations and the urgent affairs commission of Magalu, in order to encourage a debate about the market and non-market strategies that could be implemented.Associação Nacional de Pós-Graduação e Pesquisa em Administração2021-01-01info:eu-repo/semantics/reportinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552021000700806Revista de Administração Contemporânea v.25 n.spe 2021reponame:RAC. Revista de Administração Contemporânea (Online)instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/1982-7849rac2021200233.eninfo:eu-repo/semantics/openAccessPassos,Ana Paula Pereira dosMeneghini,Eleandra Maria PrigolGama,Marina Amado BahiaLana,Jefersoneng2021-04-27T00:00:00Zoai:scielo:S1415-65552021000700806Revistahttps://rac.anpad.org.br/index.php/racONGhttps://rac.anpad.org.br/index.php/rac/oairac@anpad.org.br1982-78491415-6555opendoar:2021-04-27T00:00RAC. Revista de Administração Contemporânea (Online) - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
Magalu Has It: Social, Political, and Market Strategies during COVID-19 |
title |
Magalu Has It: Social, Political, and Market Strategies during COVID-19 |
spellingShingle |
Magalu Has It: Social, Political, and Market Strategies during COVID-19 Passos,Ana Paula Pereira dos times of crisis nonmarket strategies market strategies Luiza Helena Trajano Magalu Group |
title_short |
Magalu Has It: Social, Political, and Market Strategies during COVID-19 |
title_full |
Magalu Has It: Social, Political, and Market Strategies during COVID-19 |
title_fullStr |
Magalu Has It: Social, Political, and Market Strategies during COVID-19 |
title_full_unstemmed |
Magalu Has It: Social, Political, and Market Strategies during COVID-19 |
title_sort |
Magalu Has It: Social, Political, and Market Strategies during COVID-19 |
author |
Passos,Ana Paula Pereira dos |
author_facet |
Passos,Ana Paula Pereira dos Meneghini,Eleandra Maria Prigol Gama,Marina Amado Bahia Lana,Jeferson |
author_role |
author |
author2 |
Meneghini,Eleandra Maria Prigol Gama,Marina Amado Bahia Lana,Jeferson |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Passos,Ana Paula Pereira dos Meneghini,Eleandra Maria Prigol Gama,Marina Amado Bahia Lana,Jeferson |
dc.subject.por.fl_str_mv |
times of crisis nonmarket strategies market strategies Luiza Helena Trajano Magalu Group |
topic |
times of crisis nonmarket strategies market strategies Luiza Helena Trajano Magalu Group |
description |
ABSTRACT This teaching case presents the strategic positioning of the Magazine Luiza group (Magalu), represented by the director of institutional relations José Ribeiro and Luiza Helena Trajano, chairman of the Board of Directors, before and during COVID-19. The case’s objective is to promote a reflection on the business strategies adopted in times of crisis. Since the beginning of the COVID-19 pandemic in Brazil, Luiza and Magalu have engaged in discussions and practiced a series of strategic actions for the benefit of the group’s employees, small- and medium-sized companies, and those most affected by the pandemic. A few months after the first case, the instability was still perceived, it was still present, the number of infected and deaths rose and little was known about when the daily life would return to ‘normal.’ Many questions persisted about Magalu’s next steps. Thus, it was necessary to discuss how the group should position itself to ensure performance and reputation. The proposal is to make students put themselves in the place of José Ribeiro, director of institutional relations and the urgent affairs commission of Magalu, in order to encourage a debate about the market and non-market strategies that could be implemented. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-01-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/report |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
report |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552021000700806 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552021000700806 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/1982-7849rac2021200233.en |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
Revista de Administração Contemporânea v.25 n.spe 2021 reponame:RAC. Revista de Administração Contemporânea (Online) instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
RAC. Revista de Administração Contemporânea (Online) |
collection |
RAC. Revista de Administração Contemporânea (Online) |
repository.name.fl_str_mv |
RAC. Revista de Administração Contemporânea (Online) - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
rac@anpad.org.br |
_version_ |
1754209054062804992 |