Ruth Cardoso: entre o pensar e o fazer

ID: 6533

Authors: Luiz Guilherme Brom.

Source: Revista Brasileira de Gestão de Negócios, v. 10, n. 28, p. 213-213, July-September, 2008. 1 page(s).

Document type: Article (Portuguese)

Editorial

ID: 6534

Authors: Evandir Megliorini.

Source: Revista Brasileira de Gestão de Negócios, v. 10, n. 28, p. 214-214, July-September, 2008. 1 page(s).

Document type: Editorial (Portuguese)

Corporate Social Responsability: lost opportunities for workers and employers

ID: 6535

Authors: Daniela Gomes Molica, Antonio Moreira de Carvalho Neto, Pedro Paulo Barros Gonçalves.

Source: Revista Brasileira de Gestão de Negócios, v. 10, n. 28, p. 215-233, July-September, 2008. 19 page(s).

Keyword: Collective bargaining , Corporate social responsibility , Employers organizations , Workers unionism

Document type: Article (Portuguese) Show Abstract

The purpose of this article is to discuss how collective bargaining between employees and employers reflects Corporate Social Responsibility (CSR) discourse regarding to employees. The theoretical framework discusses the changes in industrial relations, especially those related to workers unions and also to the employers organizations. We also analyze the employers’ organizations which is a rarely explored theme in literature. The qualitative research encompassed three collective negotiations among, on one hand three unions of workers and on the other hand two companies and one employer organization among the most actives in the metropolitan region of southeastern Brazil. The CSR indicators issued by Instituto Ethos were used as variables of analysis. The results show that neither the companies nor the unions related the themes claimed, bargained and/or agreed with the CSR Ethos indicators. Many clauses were constituted as indicators of CSR as a matter of fact but were not understood as such by both sides.

IB theory and the entry of MNCs in Brazil from 1850 to 2007

ID: 6536

Authors: Marcos Amatucci, Ilan Avrichir.

Source: Revista Brasileira de Gestão de Negócios, v. 10, n. 28, p. 234-248, July-September, 2008. 15 page(s).

Keyword: Dunning , Eclectic paradigm , International business theory , International management , MNCs in Brazil

Document type: Article (Portuguese) Show Abstract

This paper analyses the applicability of the main enterprise internationalization theories to the entry of the multinational corporations into Brazil, throughout five phases of Brazilian economy, from 1850 to nowadays. It seeks to verify the explanation power of each theory over the FDI flows in Brazil. It concludes that there is a contingency relation between the theories and the phases of the economy, and it shows such relationship in a table. In addition, it concludes that the most powerful theory along the researched period was Dunning’s eclectic paradigm, mainly due to the Localization considerations. Theoretical propositions are put forward as a contribution to future research.

Analysis of approaches to Controllership in Master’s Thesis from Post-Graduate Programs in AcSciences

ID: 6537

Authors: Ilse Maria Beuren, Nadia Mar Bogone, Luciano Fernandes.

Source: Revista Brasileira de Gestão de Negócios, v. 10, n. 28, p. 249-263, July-September, 2008. 15 page(s).

Keyword: Approaches , Controllership , Master’s thesis , PPGCC

Document type: Article (Portuguese) Show Abstract

The objective of the study is to analyze approaches in master’s thesis in Brazilian Post –Graduate Programs in Accounting Sciences in relation to Controllership, in terms of their conceptual, procedural and organizational aspects, as proposed by Borinelli (2006). The research is descriptive and it uses a quantitative approach.  The sample consists of 26 master’s theses which have the word “Controllership” in their titles. Resulting from analysis, in Perspective I (conceptual aspects), in which the elements of definition, object of study and relationship with other sciences were referenced, consensus among authors of the master’s thesis was not verified.  In Perspective II (procedural aspects), which deals with activities and functions of Controllership by means of how they materialize as areas of knowledge within organizations, it was observed that the approach in the master’s thesis is quite differentiated in terms of the scope of activities. In relation to Perspective III (organizational aspects), there is also no consensus about what constitutes typical Controllership activities, but master’s thesis do include in the definition of Controllership the idea that it is a service or function of information. It was concluded that the approach to Controllership, in terms of it conceptual, procedural and organizational aspects is similar to the elements proposed by Borinelli (2006).

The Image Theory as explanation for the attribution of values in criteria for decision

ID: 6538

Authors: Mauri Leodir Löbler, Norberto Hoppen, Vania de Fátima Barros Estivalete.

Source: Revista Brasileira de Gestão de Negócios, v. 10, n. 28, p. 264-281, July-September, 2008. 18 page(s).

Keyword: Choice process , Experts , Image theory , Novices

Document type: Article (Portuguese) Show Abstract

This work has as goal to verify how the individuals deal with the information in a decision process when they have interests in reaching previously established results. A multicriterial decision task was used, solved with the aid of a TSS. The research method was experimental, using experimental groups divided by the level of knowledge on the decision object (popular cars). Two independent variables were also inserted in the experiment, the quality of the information and the complexity of the task. Three variables, one of personal feature (knowledge level) and two of task (complexity of the task and information’s quality) were inserted with intention to test variations in the use of decision makers’ information. It was concluded that the individuals commit greater intentionally number of trespasses in the attribution of weights, that is, transgress axioms of the multicriterial method to choose one previous defined alternative. There is, also, no relation between the linearity of the process and the trespasses, discarding the linearity as an explanation for the trespasses. The result of this study supplies indications to prove that the decision makers have strong conceptual values in its structure of knowledge at the beginning the decision process, and that, these values guide the subsequent process all.

Customer perception about Loyalty Programs in agricultural market: a case study

ID: 6539

Authors: Thelma Valéria Rocha, Geraldo Luciano Toledo, Luciana Florêncio de Almeida.

Source: Revista Brasileira de Gestão de Negócios, v. 10, n. 28, p. 282-294, July-September, 2008. 13 page(s).

Keyword: Customer perception , Loyalty programs , Relationship marketing

Document type: Article (Portuguese) Show Abstract

This study discusses the use of loyalty programs and customer perception in agricultural market. The theoretical review includes relationship marketing, its objectives, dimensions and instruments, and loyalty programs. The method for the empirical part consisted on qualitative research, through a case study conducted at one of the largest crop protection chemical companies in Brazil. The case is representative once this company was pioneer in its segment in adopting the customer relationship management (CRM) approach to their clients. It has been a consensus that customer relationship is a tool to amplify the customer share. This is so, due the increasing competition generated by the entrance of generic products and the retaliation actions adopted by the multinational groups. The case study includes a market overview, a description of the company, its loyalty program, the image of the program from the customer’s perspective, and the main results acquired with the CRM program. The study also presents some recommendations for companies that are pursuing strategies to increase their customer share through loyalty programs.

The influence of perceived value and customer satisfaction on the word of mouth behavior: an analysis in academies of gymnastics

ID: 6540

Authors: Alexandre Araújo Cavalcante Soares, Francisco José da Costa.

Source: Revista Brasileira de Gestão de Negócios, v. 10, n. 28, p. 295-312, July-September, 2008. 18 page(s).

Keyword: Perceived value , Satisfaction , Word of mouth

Document type: Article (Portuguese) Show Abstract

The main purpose of this article was to analyze the relationship between the constructs perceived value (and its antecedents of quality and sacrifice), satisfaction of services customers, and word of mouth behavior (in its dimensions of activity and praise). From the literature review, 13 hypotheses were announced, and these hypotheses were submitted to test taking as empirical context the sector of fitness gyms from the city of Fortaleza (Ceará). A sample of 108 respondents was searched, with data collection done with a structured questionnaire, administered in four different fitness gyms. The constructs were evaluated separately, by using descriptive statistics, and the analysis of the hypotheses was done with the support of the statistical technique Multiple Regression Analysis, used in five different models. The results showed the consistency of 9 of the 13 hypotheses, indicating specially that satisfaction and perceived value are consistent antecedents of word of mouth praise and the word of mouth activity. The results pointed elements for a better comprehension of the relations defined, and also indications for future research involving the subjects analyzed.