Editorial

ID: 33623

Authors: Nicolau Reinhard.

Source: RAUSP Management Journal, v. 49, n. 4, p. 622-624, October-December, 2014. 3 page(s).

Document type: Editorial (Portuguese)

Differences in the patent management in Brazilian companies with and without plants abroad

ID: 33630

Authors: Hilda Maria Salomé Pereira, Eduardo Pinheiro Gondim de Vasconcellos.

Source: RAUSP Management Journal, v. 49, n. 4, p. 625-641, October-December, 2014. 17 page(s).

Keyword: internationalization of companies , patent management , patents , strategy

Document type: Article (English) Show Abstract

This paper compares the procedures of local Brazilian companies (those which have plants in Brazil only) with those of international Brazilian companies (which have plants in at least two countries) regarding the patent management. Although there are a lot more variables to consider when examining the issue of patents in companies, this study presents and analyzes the results of a qualitative research on the decision to patent innovations, the choice of countries where to patent and the strategic significance of patents to the company.

The effects of logistics capabilities in building up the supply chain resilience

ID: 33629

Authors: Alexandre Reis Graeml, Jurandir Peinado.

Source: RAUSP Management Journal, v. 49, n. 4, p. 642-655, October-December, 2014. 14 page(s).

Keyword: logistics , resilience , supply chain

Document type: Article (Portuguese) Show Abstract

This paper analyzes the effect of certain logistics capabilities on the supply chain resilience, by replicating in Brazil a study that Holcomb and Ponomarov (2009a) carried out together with U.S. companies which allows a comparative analysis between the results of both researches. The participants answered a survey, which involved a Likert scale questionnaire to test six hypotheses concerning the correlation among some variables. It was observed a positive relationship of the variables guidance for risk management, focus on customer and focus on sharing information with the variable supply chain resilience. The research has not demonstrated resilience relation of the supply chain with the perceived competitive advantage or with the variability of logistics processes. It was also not proven a link between the variability of the variable logistics processes and the variable perceived competitive advantage. The study was not able to depict a relationship between the supply chain resilience and the perceived competitive advantage or with the logistics processes variability. It was also not possible to detect any correlation between the variability variable of logistics processes and the perceived competitive advantage.

The physical distribution as strategic resource for consumer goods manufacturers aiming at achieving competitive advantage

ID: 33628

Authors: Marcio Vieira de Almeida, Reynaldo Cavalheiro Marcondes.

Source: RAUSP Management Journal, v. 49, n. 4, p. 656-670, October-December, 2014. 15 page(s).

Keyword: capabilities , competitive advantage , physical distribution , resource-based view , resources

Document type: Article (Portuguese) Show Abstract

The purpose of this article is to identify the various aspects involved in the physical distribution which can turn it into a source of competitive advantage for consumer goods manufacturers. Therefore the distribution has been focused on the relationship between consumer goods manufacturers and retailers because the latter are in contact with customers and are able to assess their satisfaction with the products. It is based on the resource-based view (RBV) of which the concepts of value, strategic resources, competitive advantage and competitive strategies were used, as well as the concepts of physical distribution and logistics concepts of authors of these areas. The research was exploratory and descriptive with the application of qualitative methodology that showed the most suitable for the purpose of the study. Eight executives were interviewed, three from retail companies and five from manufacturers through standard script with open questions. Data were processed and analyzed based on the techniques of content analysis. As a result it was found that to achieve the competitive advantage for the consumer goods manufacturers it is essential the creation of shared value with the retailer, intellectual capital and culture of productive services, collaboration among the participants in the distribution chain, and be adopted the strategy of hybrid model.

Place marketing: state of the art and future perspectives

ID: 33627

Authors: Marco Antonio de Moraes Ocke, Ana Akemi Ikeda.

Source: RAUSP Management Journal, v. 49, n. 4, p. 671-683, October-December, 2014. 13 page(s).

Keyword: branding , place marketing , planning , promotion

Document type: Article (Portuguese) Show Abstract

The purpose of this work is to contribute for rethinking the nature and meaning of place marketing in the literature, describing the three main inuential perspectives in its development promotion, planning and branding and present a critical analysis of its evolutional process. To guide the understanding, avoid individual interpretations and propose a common language, this analysis includes the convergence of perspectives on a concept characterized as an important management tool for echanges occurring in territorial scope aimed at socioeconomic development of the place. As a contribution, the paper presents a structure for future research by identifying gaps between the theory of place mareting and the ay it is understood, as ell as signicant difculties in its implementation.

Organizational practices and the establishment of the logic of equivalence: the Circuit Beyond the Standard Boundaries from the perspective of the Political Discourse Theory

ID: 33626

Authors: Rebeca de Moraes Ribeiro de Barcellos, Eloise H. Livramento Dellagnelo, Helena Kuerten de Salles.

Source: RAUSP Management Journal, v. 49, n. 4, p. 684-697, October-December, 2014. 14 page(s).

Keyword: organiational practices resistance Circuit Beyond the Standard Boundaries (Circuito Fora do Eixo) , Political Discourse Theory

Document type: Article (Portuguese) Show Abstract

One of the most important political tasks of critical studies about organizations is to explore the processes of resistance organiing. owever this challenge is difcult due to the narrow notion of organiation prevalent in the eld of organiational studies. In this sense the political discourse theory dt has emerged as an alternative to understand the processes of resistance eperienced y counterhegemonic organiations ringing to light alternative practices of organiing. the ojective of this work is within dts framework to analye organiational practices developed y the Circuit Beyond the Standard Boundaries (Circuito Fora do Eixo for the articulation of different initiatives in support of common goals. the case study undertaken shows that categories provided y dt as articulation and logic of euivalence present important elements for the analysis and understanding of the resistance organiing processes.

The ordinary management of small businesses: another look on the management in organizational studies

ID: 33625

Authors: Alexandre de Pádua Carrieri, Denis Alves Perdigão, Ana Rosa Camillo Aguiar.

Source: RAUSP Management Journal, v. 49, n. 4, p. 698-713, October-December, 2014. 16 page(s).

Keyword: culture , daily life , identity , ordinary management

Document type: Article (Portuguese) Show Abstract

This paper aims to present the ordinary management who escapes the managerialism parameters in order to focus on the daily life of the ordinary man who runs ordinary businesses, family enterprises, with their social relations, their way of organizing their business, their survival strategies, their uses and meanings of spaces – business and family – and the network of relationships woven by them. In this paper we question the management prospect as one based on knowledge seen as pure or neutral (restricted to rational), absolute and universal (excluding other competitors knowledge) and triumphed politically and economically through management technologies. In contrast to this position, we argued in this paper that one must take into account aspects of historical, social, cultural and identity that differentiate subjects and in everyday practice pluralized the management. So there are other approaches that can contribute to the advancement of scientific knowledge in the field of organizational studies, being the ordinary management one of these approaches.

attraction and voluntary resignation of young workers: a case study in the newspaper industry

ID: 33624

Authors: Lucia Barbosa de Oliveira, Shanna Rúbia Faria Silva Honório.

Source: RAUSP Management Journal, v. 49, n. 4, p. 714-730, October-December, 2014. 17 page(s).

Keyword: attraction and retention , generation Y , organizational culture , turnover , youth

Document type: Article (Portuguese) Show Abstract

In this exploratory case study, developed into a large company of the newspaper industry, the purpose was to analyze factors of attraction and resignation of young people who voluntarily chose to leave the organization. The theoretical basis for this research was built on the following aspects: job and career aspirations of Generation Y workers; factors of attraction and retention, and organizational culture, given the organization’s need to adapt its culture to the strategic competitive challenges it has been facing. The data collection was made through in-depth interviews with 17 members of the Generation Y, who chose to leave after at least one year working in the company. As main factors of attraction, there were the image and reputation of the company’s leading newspaper, which greatly contributes to its employer brand. On the other hand, some traits of the organizational culture were in contrast with the participants’ values, indicating a mismatch that may be leading the organization to lose young talent, considered important due to the identified need for a cultural change. Regarding the personal motivations to leave the company, three groups were identified – idealistic ones, career-oriented ones and immediatist ones – driven by different desires and professional perspectives.