Mate in Box: experiences on the impacts of Covid-19 on a Lean Startup

Authors

DOI:

https://doi.org/10.5585/riae.v21i1.20917

Keywords:

Marketing Strategy, Marketing Environments, Covid-19 Crisis, Consumption of yerba mate.

Abstract

Objective of the study: This case-study aimed to promote the analysis and discussion among students in relation to the ability of a start-up to deal with the crisis of the Covid-19 pandemic, creating opportunities amid the risks.

Methodology / approach: Primary data were provided by one of the start-up founders, who granted an interview during 2020. As secondary sources, information was obtained from the company’s social media and news websites, as well as a review of relevant literature.

Originality / relevance: The main reflection revolves around the dilemma: withdraw or expand investments in marketing during moments of crisis? This dilemma, tackled by Mate in Box, is likely similar to the reality of many other businesses.

Main results: When dealing with their marketing strategies, companies must consider adapting them to their objective and current reality. Mate in Box increased its marketing investments, which resulted in increased profitability and brand consolidation. This also demonstrates how a good marketing plan must adapt to the business’s crisis management proposal.

Theoretical / methodological contributions: The teaching notes pose questions for classroom use (based on the literature and on the company’s actual facts), promoting decision-making exercises regarding marketing strategy in the face of crises.

Social / management contributions: This case-study contributes to the perception that, in moments of crisis, marketing needs to be considered as a tool for the sustainability of the business and in the search for profits and viability, and not as a cost vector. This study stimulates academics and managers to reflect upon how to transform risks into opportunities.

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Author Biographies

Mariana Aparecida Euflausino, Universidade Federal do Mato Grosso do Sul - UFMS

Doutora em Administração pela Universidade Estadual de Maringá. 

Professora na UFMS - Campus Aquidauana. Desenvolve pesquisas na área de Estudos Organizacionais, com enfoque na Teoria da Prática, e temáticas relacionadas ao Cotidiano, Cultura e Consumo, Etnografia urbana, Gestão Ordinária, Práticas Estratégicas de Pequenos Empreendimentos, Simbolismo, Sustentabilidade e Subespécies de Capital Simbólico


Bianca Jupiara Fortes Schardong, Universidade Federal da Fronteira Sul - UFFS

Doutora em Administração pela Universidade Estadual de Maringá. 

Atualmente é Professora do departamento de Administração da Universidade Federal da Fronteira Sul (UFFS). Desenvolve projetos de pesquisa nas áreas de Tomada de decisão, Estratégias, Estruturas de Governança e Economia dos Custos de Transação na área de Cadeias Produtivas com foco no Agronegócio, juntamente com as temáticas de Marketing e da Teoria de Cultura e Consumo.


Olga Maria Coutinho Pépece, Universidade Estadual de Maringá.

Doutora em Administração pela Universidade Federal do Paraná.

Atualmente é Coordenadora do Programa de Pós-graduação em Administração da Universidade Estadual de Maringá - PPA. Pesquisadora nas áreas de Teorias de Cultura e Consumo e Comportamento do Consumidor, com especial interesse pelos temas Gift-giving, Consumo e Rituais, Significados do Consumo e Consumo de Moda. Professora Associada da Universidade Estadual de Maringá. É membro do GIPEM - Grupo Interdisciplinar de Pesquisas e Estudos de Marketing e do G-COMO - Grupo de Estudos de Consumo de Moda.


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Published

25.10.2022

How to Cite

Euflausino, M. A., Schardong, B. J. F., & Pépece, O. M. C. (2022). Mate in Box: experiences on the impacts of Covid-19 on a Lean Startup. Revista Ibero-Americana De Estratégia, 21(1), e20917. https://doi.org/10.5585/riae.v21i1.20917

Issue

Section

Cases studies