Caso para ensino: Respire! Vamos começar pelo começo: inovação e tecnologia como aliadas na tomada de decisão

Abstract

This teaching case addresses the challenges faced by Lukah, Sales Supervisor at Seda Tecidos. The focus lies on the difficulty of gathering different perspectives and deciding the best course of action for Seda Tecidos. These challenges include working with key performance indicators (KPIs) and key result indicators (KPRs) in organizations that lack a data-driven culture or well-mapped processes—resulting in poorly structured steps—or investing in Marketing as a solution to quickly generate more sales and cash flow for the company, despite the reputational risks given the uncertainties around meeting demand. The case invites students to reflect on organizational diagnosis, the definition of strategic metrics, technical limitations, and communication with stakeholders. The events unfold between 2023 and 2024 in an industrial area of João Pessoa, at a textile factory. The manager Kamila and the professional hired to address the challenges in the sales department, Lukah, are central to the case. Above manager Kamila stands her father, the company’s director, Mr. Richard.