IDEAS home Printed from https://ideas.repec.org/a/abg/anprac/v27y2023i61588.html
   My bibliography  Save this article

Clubinho Preto: Children Growing Up with Racial Diversity

Author

Listed:
  • Renata Frota
  • Elisa Priori de Deus
  • Victor Almeida
  • Leticia Moreira Casotti

Abstract

The case shows the difficulties faced by a social business to become financially viable. Talita Peixoto is an African-Brazilian woman enterprising for the first time. Together with her husband, she created Clubinho Preto, a Brazilian subscription club for children that delivered boxes with books, clothing, and accessories to educate children in a positive Afrocentric culture. After two years, they are struggling financially. Looking for alternatives, Talita planned to expand her business by adding schools as clients. Her business partners opposed the idea, believing that not every manager would truly commit to the racial cause. Talita needed the money, but not at any cost. How can she transform her purpose into a product? To answer this question, it is necessary to align purpose, value creation, and a business model. This case can be taught in executive training programs and undergraduate classes on marketing and consumer behavior, social entrepreneurship, and business purposes. We invite teachers and students to include the discussion on diversity, equity, and inclusion in all these disciplines.

Suggested Citation

  • Renata Frota & Elisa Priori de Deus & Victor Almeida & Leticia Moreira Casotti, 2023. "Clubinho Preto: Children Growing Up with Racial Diversity," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 220269-2202.
    • Handle: RePEc:abg:anprac:v:27:y:2023:i:6:1588
    as

    Download full text from publisher

    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1588
    Download Restriction: no
    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1588/1898
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. David Crockett, 2017. "Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 554-581.
    2. Kai Hockerts, 2006. "Entrepreneurial Opportunity in Social Purpose Business Ventures," Palgrave Macmillan Books, in: Johanna Mair & Jeffrey Robinson & Kai Hockerts (ed.), Social Entrepreneurship, chapter 10, pages 142-154, Palgrave Macmillan.
    3. Zeynep Arsel & David Crockett & Maura L Scott, 2022. "Diversity, Equity, and Inclusion (DEI) in the Journal of Consumer Research: A Curation and Research Agenda [When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(5), pages 920-933.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sonya A Grier & David Crockett & Guillaume D Johnson & Kevin D Thomas & Tonya Williams Bradford, 2023. "Race In Consumer Research: Past, Present, And Future," Post-Print hal-04200003, HAL.
    2. Jenna Drenten & Robert L Harrison & Nicholas J Pendarvis, 2023. "More Gamer, Less Girl: Gendered Boundaries, Tokenism, and the Cultural Persistence of Masculine Dominance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 2-24.
    3. Young Woong Park & Glenn B. Voss & Zannie Giraud Voss, 2023. "Advancing customer diversity, equity, and inclusion: Measurement, stakeholder influence, and the role of marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 174-197, January.
    4. Aydin Kayabasi & Ceren Karavelioglu & N. Derya Ergun Ozler, 2021. "The Effect of Institutional Environment, General SelfEfficacy and Desirability On Social Entrepreneurship Intentions in Turkey," Istanbul Business Research, Istanbul University Business School, vol. 50(2), pages 411-434, November.
    5. Azer, Jaylan & Anker, Thomas & Taheri, Babak & Tinsley, Ross, 2023. "Consumer-Driven racial stigmatization: The moderating role of race in online consumer-to-consumer reviews," Journal of Business Research, Elsevier, vol. 157(C).
    6. Aneta Oniszczuk-Jastrząbek & Ernest Czermański & Giuseppe T. Cirella, 2020. "Sustainable Supply Chain of Enterprises: Value Analysis," Sustainability, MDPI, vol. 12(1), pages 1-15, January.
    7. Musa Essa, 2023. "Diversity from the customer's perspective: Good or bad? The case of disability," Italian Journal of Marketing, Springer, vol. 2023(1), pages 81-98, March.
    8. Tonya Williams Bradford & Vanessa Gail Perry, 2021. "Marketing while Black: commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey," Marketing Letters, Springer, vol. 32(3), pages 299-306, September.
    9. Gabriel A. Giménez-Roche, 2011. "A Socially Situated Praxeological Approach to Entrepreneurship," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 20(2), pages 159-187, September.
    10. Sandikci, Ozlem & Jafari, Aliakbar & Fischer, Eileen, 2024. "Claiming market ownership: Territorial activism in stigmatized markets," Journal of Business Research, Elsevier, vol. 175(C).
    11. Samuelson Appau & Sefa Awaworyi Churchill & Russell Smyth & Quanda Zhang, 2022. "Social Capital Inequality and Subjective Wellbeing of Older Chinese," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 160(2), pages 541-563, April.
    12. Daniela Ilieva-Koleva & Julia Dobreva, 2021. "Social Entrepreneurship as a Form of Social Responsibility in Bulgaria," International Journal of Operations Management, Inovatus Services Ltd., vol. 1(3), pages 25-31, April.
    13. Brunella Arru, 2015. "Indagine sulla comunicazione della responsabilit? sociale delle societ? quotate italiane," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 15-46.
    14. Jisong Kim & Jinhee Lee & Timothy J. Lee, 2021. "The Sustainable Success and Growth of Social Ventures: Their Internal and External Factors," Sustainability, MDPI, vol. 13(9), pages 1-19, April.
    15. David Crockett, 2022. "Racial Oppression and Racial Projects in Consumer Markets: A Racial Formation Theory Approach [The Ghetto Marketing Life Cycle: A Case of Underachievement]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 1-24.
    16. Fokko J. Eller & Michael M. Gielnik & Hendrik Wimmer & Corinna Thölke & Sara Holzapfel & Silke Tegtmeier & Jantje Halberstadt, 2020. "Identifying business opportunities for sustainable development: Longitudinal and experimental evidence contributing to the field of sustainable entrepreneurship," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1387-1403, March.
    17. Richard J. Arend, 2021. "Comprehensive Opportunity Assessment Using Commercial and Moral Intensities," Administrative Sciences, MDPI, vol. 11(4), pages 1-19, December.
    18. Yann Truong & Brian G. Nagy, 2021. "Nascent ventures’ green initiatives and angel investor judgments of legitimacy and funding," Small Business Economics, Springer, vol. 57(4), pages 1801-1818, December.
    19. Chi Nguyen Nghia, 2023. "An Exploratory Study of the Process Model of Social Problem-Solving in Social Entrepreneurship Research," Business & Entrepreneurship Journal, SCIENPRESS Ltd, vol. 12(2), pages 1-5.
    20. Christian A Eichert & Marius K Luedicke, 2022. "Almost Equal: Consumption under Fragmented Stigma [“The Low Literate Consumer]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(3), pages 409-429.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:abg:anprac:v:27:y:2023:i:6:1588. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Information Technology of ANPAD (email available below). General contact details of provider: http://anpad.org.br .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.