DON’T GIVE UP OR NOT EVEN TRY? DOES SINGING MATTER NOW!? LUKA'S DILEMMA IN THE PANDEMIC CONTEXT

Abstract

Dilemma: Whether or not to hold a live stream concert. Educational objective: The present case was designed to address issues associated with crisis scenarios and decision-making. In addition, it brings different perspectives to analyze changes arising from interactions between internal and external organization aspects. The teaching notes present 6 learning objectives mainly associated with environment analysis, organizational metaphors, unscheduled decisions and decision-making elements. Contextualization: The emergence of the COVID-19 pandemic context has generated a global crisis that ended up affecting the music industry in several ways. One of the observed impacts concerns the popularization of a new music production format (live stream events). A 30-year-old singer and songwriter, Luka, had his professional goals compromised due to the pandemic outbreak and, alongside with his agency's staff, he needed to assess the likely consequences involved in the decision of whether or not to hold a live stream concert, since he would have to potentially develop new skills to face this scenario. Main topic: Crisis scenarios and decision-making. Target Audience: This case can be explored by students at undergraduate and/or graduate level (lato and/or stricto sensu). Originality / value: The present case can help students identifying theoretical elements in a practical situation, as well as associating them, for example, with conceptualizations of metaphors proposed by Morgan (2007) to understand the nature of a given organization.