The Dilemmas of Growing with Purpose: Mancha Orgânica Case

Thaysa Costa do Nascimento, Flávia Pimenta Fracalanzza and Victor Manoel Cunha de Almeida

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2022, vol. 26, issue sup2022, e210136

Abstract: The case presents the dilemma faced in November 2018 by Mancha Orgânica, a startup from Rio de Janeiro that produces organic paints. Mancha Orgânica is guided by principles of sustainability, producing a non-toxic paint from natural elements. Despite the recognition and good commercial results, the founding partners Amon and Pedro along with P&D consultant Martina wondered how to stimulate growth without losing the purpose of a more conscious consumption, considering the productive challenges. The case of Mancha Orgânica aims to propose a discussion about purpose and the challenges faced by purpose-driven companies. The case can be used in the disciplines of Branding or Marketing of lato or stricto sensu graduate programs. With the case, students are expected to develop the necessary skills to examine and differentiate the positioning and challenges of purpose-driven companies.

Date: 2022
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