Editorial

ID: 6450

Authors: Mauro Neves Garcia.

Source: Revista Brasileira de Gestão de Negócios, v. 7, n. 17, p. 1-1, January-April, 2005. 1 page(s).

Document type: Editorial (Portuguese)

The company: a space for formal education

ID: 6451

Authors: Rosa Elisa Mirra Barone, Maria Rita Aprile.

Source: Revista Brasileira de Gestão de Negócios, v. 7, n. 17, p. 7-14, January-April, 2005. 8 page(s).

Keyword: Adult young education , Education and work , Education in the company , Social responsibility

Document type: Article (Portuguese) Show Abstract

This article points the presence of the actions of formal education in the scope of the Brazilian companies, arguing its importance as one of the conditions with respect to definition of competitiveness and employability standards.  For in such a way, it is distinguished the weight of the deriving demands in the world of the work for the definition of programs and projects that aim to extend the schooling of the work force, basic condition for the development of the new qualifications and required professional abilities.

Orthodox, social and societal marketing: the exchange of different relations with the society

ID: 6452

Authors: Edson Coutinho da Silva, Silvio Augusto Minciotti.

Source: Revista Brasileira de Gestão de Negócios, v. 7, n. 17, p. 15-22, January-April, 2005. 8 page(s).

Keyword: Marketing , Social marketing , Societal marketing

Document type: Article (Portuguese) Show Abstract

The present article has the objective of emphasizing differences among the concepts of orthodox marketing, societal marketing and social marketing in order to clarify possible misunderstandings and indiscriminate use of them. We present here a historical approach to these different concepts, their practice and evolution within organizations.  Although the practice of marketing refers to the use of defined tools and objective that is the management of exchange, the marketing concept adopted influences outcomes. As a consequence, activities related to marketing should be developed considering these differentiations. This article does not have the pretension to discuss all about this subject but to provoke a debate about it. It intends to prevent proliferation of inadequate use of these referring terms according to their specific concepts that has contributed negatively to the process of teaching, learning, and practicing marketing in society.

Innovation and technological imitation as competitive strategy

ID: 6453

Authors: Antonio César Galhardi, Sérgio Baptista Zaccarelli.

Source: Revista Brasileira de Gestão de Negócios, v. 7, n. 17, p. 23-29, January-April, 2005. 7 page(s).

Keyword: Imitation , Innovation , Strategy

Document type: Article (Portuguese) Show Abstract

This work presents a more precise vision of the question of the technological innovation, in particular for the small average e company, breaking itself of a modern point of view, of the definition of Technology in terms of the Science of the Complexity that is an ecosystem in evolution that holds innumerable existing technologies.  In another way the Technological Innovation is presented as strategy used in the small average company, either for the specific technological innovation, or for the imitation of the recent existing technologies.  It has the objective of demonstrating that the Technological Innovation is also presented as the solution to be observed to decide the problem of low degree of present technological innovation in the small average e Brazilian company, its absence and fragility low degree of technological development as well as lack of resources in Research and Development in Brazil.  The study is based on the evaluation of the two distinct situations, that in terms of Research and Development, does not state significant difference, since that in terms of politics of development of technological innovation generally starts from pre existent technologies, while for the imitation politics it is very common the need or resources for development and customization of it. It proves the hypothesis that in strategic terms the most important choice the company can make as for a new technology is the choice of developing internally (innovation) or to adopt emergent technologies of success (imitation).

Evaluation of effectiveness of an advertising campaign: an empirical study

ID: 6454

Authors: Wagner Peixoto de Paiva.

Source: Revista Brasileira de Gestão de Negócios, v. 7, n. 17, p. 30-37, January-April, 2005. 8 page(s).

Keyword: Advertising campaign , Efficacy evaluation , Outdoor media , Television

Document type: Article (Portuguese) Show Abstract

This paper describes the process of efficacy evaluation of an advertising campaign (which used two types of media: TV and outdoor media) of a specific product from a multinational company in the health and beauty care segment. It was observed through quantitative analysis that the use of the main medium (TV) showed a moderate to strong correlation with the product’s unit sales throughout the campaign, being responsible for the generation of additional sales. However, the impact of the support media (outdoor) did not generate additional sales alone, but helped to strengthen and to last longer the effects of the main medium. The analysis of the whole campaign showed that it increased sales in the short term but it did This paper describes the process of efficacy evaluation of an advertising campaign (which used two types of media: TV and outdoor media) of a specific product from a multinational company in the health and beauty care segment. It was observed through quantitative analysis that the use of the main medium (TV) showed a moderate to strong correlation with the product’s unit sales throughout the campaign, being responsible for the generation of additional sales. However, the impact of the support media (outdoor) did not generate additional sales alone, but helped to strengthen and to last longer the effects of the main medium. The analysis of the whole campaign showed that it increased sales in the short term but it did not alter the previous level of sales. These non-satisfactory results were also confirmed through marginal analysis of the return on investment.

A study of the use of physical evidence as a way of generating perception of service quality: a case study of Brazilian hospitals

ID: 6455

Authors: Carlos Augusto da Silva Loures, Marcos Cortez Campomar.

Source: Revista Brasileira de Gestão de Negócios, v. 7, n. 17, p. 38-46, January-April, 2005. 9 page(s).

Keyword: Hospitals , Physical evidence , Service quality

Document type: Article (Portuguese) Show Abstract

The aim of this paper is to study the use of physical evidence as a way to generate service quality perceptions from clients of hospitals. The realization of an exploratory research is directly related to the low academic production on the subject in Brazil. In the first part of the paper we present a literature review including: the importance of services; health care services; service quality; and physical evidence. In the second part of the paper are presented the methodology and the results of a field research made with the use of the case study method in order to verify how the concept of physical evidence is practiced by Brazilian hospitals. In the third part we conclude that in general the actions developed by the researched organizations are coherent with the practices described in the international literature. Also in the third part we present the limitations of the study and offer suggestions for future researches on the subject.

Contribution in the review of the literature on productivity in the scope of business economics

ID: 6456

Authors: Leonor Fernandes Ferreira, Miguel Matos Torres.

Source: Revista Brasileira de Gestão de Negócios, v. 7, n. 17, p. 47-57, January-April, 2005. 11 page(s).

Keyword: Efficiency , Factor of production , Firm , Literature review , Productivity

Document type: Article (Portuguese) Show Abstract

This paper discusses the concept of productivity of the firm and its evolution, as well as the techniques that may be used to manage and measure it. The three-fold structure adopted in the literature review relates to the chronological order of publication and is based upon common characteristics identified in past research. Section 2 includes studies on productivity published until the eighties of the last century and concerns to normative-deductive research. Section 3 discusses some studies dating from the following two decades and refers to how to manage and measure the productivity of the firm. Section 4 reviews positive (empirical) productivity research, which relates to recent published papers. These studies are usually authored by researchers’ teams from various centers or countries and analyze large amounts of data, making use of databases, computers and statistics, thus, giving some insight on de factum productivity of the firm. The contribution of this research is summarized in Section 5. We conclude that there has been a shift in the research focus: external, normative and descriptive studies substitute internal, managerial and positive research on the productivity of the firm.

Patenting and licensing strategy of technology: concepts and a case study

ID: 6457

Authors: José Carlos Barbieri, Antonio Carlos Teixeira Álvares.

Source: Revista Brasileira de Gestão de Negócios, v. 7, n. 17, p. 58-68, January-April, 2005. 11 page(s).

Keyword: Innovation , Innovation management , Invention , Licensing , Patenting , Technology transfer

Document type: Article (Portuguese) Show Abstract

The company that develops technologies in as systematic way is confronted with a variety of challenges to protect and to transfer its technologies inventions and innovations. The patenting and licensing bring up several issues that have strategically treated, just as to select countries for patenting its inventions and the general conditions for licensing. This paper discusses some of these questions and introduces a Brazilian’s company case study that started licensing its technologies. This fact is very important therefore technology transfer for developing countries companies has always meant the purchase of technology. That is why there are rare papers about technology transfer which companies of these countries attend as technology sellers.