Falcão, Roberto Flores2024-03-112024-03-112023PINTO, Andressa Miranda Alves. Estratégias emergentes e capacidade adaptativa em cenários de crise: um estudo de caso sobre o bar e restaurante quintal 86. Goiânia (GO), 2022. 103 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2022http://repositorio.unialfa.com.br/handle/123456789/70The present study aims to present an investigative analysis of how the Bar and Restaurant Quintal 86, located in the city of Goiânia/GO, benefited from the use of emerging strategies to stand out in the market, during the crisis scenario generated by the COVID-19 pandemic. 19. It is therefore proposed to analyze the empirical data collected, describing the commercial establishment and presenting the results obtained, thus listing the recommendations for good practices. The text begins with an introduction intended to contextualize the object and objective of the study, in addition to presenting the justification for the choice of the research topic. Subsequently, the theoretical framework is presented with the main concepts of strategic planning, strategy, emerging strategies, competitive advantage, adaptive management, pandemic context in Brazil and Goiânia, strategic planning in bars and restaurants and the Bar and Restaurant Quintal 86, properly said. Next, there are the methodological aspects of the exploratory research, contemplated in the present case study, with a qualitative approach and as the main tools of semi-structured interview, in addition to document analysis. The focus of the present research is, specifically, on the view of the managers and employees interviewed about the emerging strategies that emerged during the “lockdown” decrees, caused by the COVID-19 pandemic, as well as highlighting the main suggestions, actions and decisions taken for the maintenance, adaptation and market advancement in facing a crisis scenario.ptEstratégias emergentesAdaptaçãoCenário de crise