Affiliation:
1. Fundação Getulio Vargas, Brazil
2. Fundação Getulio Vargas, Brazil; Escola Superior de Propaganda e Marketing, Brazil
Abstract
ABSTRACT This teaching case addresses the need for change in Relacional’s business strategy, driven by the negative effects of the COVID-19 pandemic in the Brazilian educational sector in the first half of 2020. The startup is a software warehouse whose systems seek to solve specific problems of educational institutions, from basic to higher level, such as relationship, attraction, and retention of students. In the midst of a scenario of probable crisis in the sector, the partners seek business alternatives to assist educational institutions while wanting to ensure the growth and continuity of the company itself. Applicable in Entrepreneurship, Marketing, and IT courses in undergraduate and graduate Business Management programs, this case addresses concepts of Information Economy, models of offer and pricing of software.
Reference9 articles.
1. When is versioning optimal for information goods;Bhargava H. K.;Management Science,2008
2. Top 10 higher education trends: Midway through an unusual year,2021
3. Em dois meses, 265 mil alunos abandonaram a graduação, diz sindicato de mantenedoras;Ker J.,2020
4. Selling information products: Sale channel selection and versioning strategy with network externality;Liu Z.;International Journal of Production Economics,2015
5. A economia da informação: Como os princípios econômicos se aplicam à era da internet;Shapiro C.,2003