O conceito de valor para o cliente: definições e implicações gerenciais em marketing

ID: 19724

Authors: Ana Akemi Ikeda, Tânia Modesto Veludo de Oliveira.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-22, March-April, 2005. 22 page(s).

Keyword: cadeias meios-fim , comportamento do consumidor , decisões de marketing , valor , valor para o cliente

Document type: Article (Portuguese)

Sistema integrado de marketing: contribuindo para um modelo

ID: 19723

Authors: Joel Freire Silva Filho, Gustavo Campos Catão, Renato Valtencir da Silva, Francisleide Pontes Pereira, Ademar Batista de Morais.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-17, March-April, 2005. 17 page(s).

Keyword: composto de marketing , estratégia , gestão de marketing , novos modelos organizacionais , planejamento

Document type: Article (Portuguese)

International commercial negotiation: a comparison between Brazilian and foreign tobacco dealers

ID: 19720

Authors: Walter Nique, Fladimir de Oliveira, Jorge Francisco Bertinetti Lengler.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-28, March-April, 2005. 28 page(s).

Keyword: culture , international negotiation , Personal values , tobacco

Document type: Article (Portuguese) Show Abstract

This study focuses on the international tobacco negotiations and the influence of the Brazilian culture, personal values and ethical behavior. In today’s globalized world, the investigation and understanding of cultural differences is essential in the planning of negotiation strategies. The minimization of cultural shocks provides better results. The subject of cultural awareness provides the academia and the companies, especially dealers, relevant theoretical information as well as demonstrates a practical reality, introducing important considerations to the planning of negotiations. The overall goal of this research work is to determine the existence of differences and similarities in the culture, personal values, and ethical behavior among Brazilian dealers and dealers from other 24 countries when they engage in commercial negotiations, and analyze these differences and similarities. This is an exploratory-descriptive research with a multi-method approach: the qualitative and the quantitative. The first includes a bibliographic research of scales to measure culture, personal values, and ethical behavior existing and accepted in Brazil, which provide important contributions to the formulation of this research instrument: the questionnaire, through which we collect the information for the quantitative phase. It was applied the questionnaire in the city of Santa Cruz do Sul, considered to be the center of the Brazilian tobacco industry, located in Rio Grande do Sul, the southernmost state of Brazil, and in the foreign countries. Total sampling was 147 questionnaires applied (42 in Brazil and 105 in the foreign countries (1-Americas (South/ Central / North): Uruguay, Argentina, Chile, Bolivia, Colombia, Dominican Republic and USA; 2-Europe: England, France, Belgium, Holland, Austria, Switzerland, Sweden, Spain, Italy, Germany, Portugal, Greece, Armenia and Russia; 3-Africa and Middle East: Kenya, Malawi, Zimbabwe, Sudan, Yemen, Iran, Jordan and Pakistan; 4- Asia: China and Japan)). This research is structured according to the following theoretical sequence: international commercial negotiation, national culture, personal values, and ethical behavior. In a general way the results demonstrate the cultural differences and similarities in international tobacco commercial negotiations and provide a picture of the Brazilian and the foreign tobacco dealers’ cultural characteristics, according to the cultural dimensions proposed by Hofstede (1997), the personal values identified by the School of Values of Kahle (LOV) (1983), and the ethical behavior according to Lewicki’s (1998) model.

The use of SMS technology as a tool for direct marketing

ID: 19717

Authors: Dennis Hanson Costa, Martius Vicente Rodríguez y Rodriguez.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-14, March-April, 2005. 14 page(s).

Keyword: direct marketing , innovation , mobile marketing , SMS , Technology

Document type: Article (English) Show Abstract

This article deals with how a new telecommunications technology was adopted as a new direct marketing media, while at the same time discussing new technology adoption by the market, some aspects of the marketing of breakthrough technologies and more specifically direct marketing. SMS, or Short Messaging Service, is a technology breakthrough which enables text messages to be sent over mobile telephone systems. Everyday more and more companies are exploring the media to establish a closer contact with their clients, using it as a new direct marketing tool. Considering direct communication with clients over such a private channel as the mobile phone, some attention must be given regarding permission and privacy issues. Some input is given regarding the service itself, forwarding some examples of its use, including examples in Brazil. As with everything new, particularly when novelty involves technology, there must be a period for adaptation before widespread use. This article also discusses the process involved in the adoption of new technologies. The conclusion brings some input on the future of SMS.

Impactos econômicos da degradação ambiental: a crise da atividade pesqueira em Jurujuba - Niterói/RJ

ID: 19714

Authors: Maria Teresa Costa Soares, Gilson Brito Alves Lima, André Augusto Pereira Brandão.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-19, March-April, 2005. 19 page(s).

Keyword: economia , Meio ambiente , pesca , subsistência

Document type: Article (Portuguese)

Innovation management of intellectual capital in research and development

ID: 19711

Authors: Feruccio Bilich, Ricardo da Silva, Paulo Ramos.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-17, March-April, 2005. 17 page(s).

Keyword: Competitive R&D , Innovation Management , Intellectual Capital , Knowledge-based Assets , Multi-criteria Decision Method

Document type: Article (English)

Cultura organizacional: análise e impactos dos instrumentos no processo de gestão

ID: 19708

Authors: Clóvis Luís Padoveze, Gideon Carvalho de Benedicto.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-24, March-April, 2005. 24 page(s).

Keyword: controladoria , crenças , Cultura , gestão , valores

Document type: Article (Portuguese)

Administracion de empresas y metodologia de investigación: Aportes para un dialogo y una enseñanza efectivos

ID: 19707

Authors: Luisa Mayoral, José Luis Tesoro.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-8, March-April, 2005. 8 page(s).

Keyword: Administración de empresas , Enseñanza , Grupo , Internet , Metodología , Multidimensionalidad

Document type: Article (Spanish)

Productive organization in the automotive industry in south of Brazil: The relations between suppliers and buyers’ compromise of governance and the creation of new competencies

ID: 19705

Authors: Aurélia Adriana de Melo, Paulo A. Zawislak.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-15, March-April, 2005. 15 page(s).

Keyword: automotive industry , communities of practices , competencie s , inter-firm cooperation , learning process

Document type: Article (English) Show Abstract

This paper aims at discussing inter-firm cooperation in supplier-buyer relations. It argues that inter-firm cooperation should contribute to the development of new competencies by learning processes, in this case learning by interacting. We develop this argument by a brief review of the academic literature and, as empirical evidences, we present the cases of four automotive companies located in the state of Rio Grande do Sul – South of Brazil. Our principal conclusion is that every supplier-buyer relationship can develop inter-firm learning processes, but it is important is to pay attention at the consequences of these processes, which can reinforce and create new competencies or only reinforce the competencies that already exist. The inter-firm learning process that only reinforce firms’ competencies makes the relationship more robust. But, at the same time, it can contribute to a sort of inertial situation where firms make more of the same and run the risk of falling in a competency trap because they do not explore other opportunities. New competencies are created when firms work together, sharing resources in a sort of inter-firm communities of practices that permits the development of uniform language, practices and knowledge.

The relationship between knowledge and the quality of the decisions

ID: 19703

Authors: Álvaro Castroman Pollero, 0NNN UJKL, Eliana Marroquin Quelopana.

Source: REAd. Revista Eletrônica de Administração, v. 11, n. 2, p. 1-23, March-April, 2005. 23 page(s).

Keyword: Experience , Knowledge , Quality of Decision

Document type: Article (Portuguese) Show Abstract

In a competitive world, where the situations are highly uncertain, the existing information isn’t trustable, the possible correct alternatives are wide and the time for the company’s survival is limited, the ability to make decisions is very important for the companies success. The objective of this study is to evaluate using practical cases of decision making if the individuals with a higher level of knowledge make better decisions. The methodology adopted the resolution of management practical cases that was applied in an intentional sample of 109 professionals in the management studying an MBA in FIAUSP, Brazil. The data was processed using the multi- variant statistic analysis, correlation analysis and cluster analysis techniques. The interpretation of the result was made through a modification of the model (YIN, 2001). The results showed that the individuals graduated in state universities/faculties, classified as high quality by the Ministry of Education and Culture – MEC in 2002, and with a higher level of professiona l experience made the best decisions.