Editorial

ID: 1457

Authors: Rogério H. Quintella.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 1-2, May-June, 2011. 2 page(s).

Document type: Editorial (Portuguese)

The effects of participating in virtual brand communities on consumer behavior: proposition and test of a theoretical framework

ID: 1423

Authors: Stefânia Ordovás de Almeida, José Afonso Mazzon, Utpal Dholakia, Hugo Fridolino Müller Neto.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 366-391, May-June, 2011. 26 page(s).

Keyword: brand communities , brands , consumer behavior , marketing strategy

Document type: Article (Portuguese) Show Abstract

The virtual brand communities as established venues for marketing actions are a recent and relevant phenomenon, with strong implications in the marketing field. Despite its significance, recent studies have not addressed an important question: what are the earnings that companies may have in terms of intent of recommendation, repurchase and loyalty through the action of a brand virtual community? This study proposes and tests a theoretical framework to explain the strength of virtual brand communities on consumer behavior. To test the research hypotheses, two different communities for the same product were used – the Microsoft XBOX game console. The final sampling was 555 cases. The findings, achieved through structural equations modeling, indicate model validity and a direct impact of Psychographic Homogeneity and Availability of Virtual Venues on Participation Level and also an impact of these three dimensions plus Relationship with the Brand on Community Identification. The impact of Community Identification on Community Influences was significant, but not the impact of Participation Level. Community Influences also had a direct positive impact on Future Intentions. Considerations on these results are discussed.

Cognition of the competitive environment: a study of mental constructs used by small business owners

ID: 1424

Authors: Simone Cristina Ramos, Jane Mendes Ferreira, Fernando Antonio Prado Gimenez.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 392-412, May-June, 2011. 21 page(s).

Keyword: cognition , competitive environment , small firms

Document type: Article (Portuguese) Show Abstract

The cognitive approach may be useful in understanding the elements that pervade the process of analyzing organizations’ competitive environment. Respecting its complexity, the approach helps in understanding managers’ intentions and their processes of world representation. Consistent with this proposal, this article aims to identify and analyze the mental constructs used by managers to assess their competitive environment and highlights the association among such constructs with reference context (RC) and sector of activity. The method allied quantitative and qualitative procedures and differentiates itself from other studies in the use of Kelly’s Repgrid. This technique has as its main premise that the understanding of the world is associated with the categorization of elements of perception by individuals. The sample consisted of 48 small industrial firms located in Curitiba-PR. The results indicated that the set of constructs used is unique to each leader; however cognitive commonalities could be noticed in the more frequent use of six constructs. The analysis shows that managers’ adoption of constructs is not dependent on RC and on sector of activity as well. The findings allow inferences about the mental constructs of the respondents in terms of their frames of reference and the assessment of the competitive environment.

An ability-based view of the organization: strategic and contingent contexts

ID: 1425

Authors: Farley Simon Nobre, Andrew M. Tobias, David S. Walker.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 413-432, May-June, 2011. 20 page(s).

Keyword: contingency theory , environmental uncertainty , organizational ability , organizational cognition , resource-based view

Document type: Article (Portuguese) Show Abstract

This paper extends the corporation-based metaphor of the tree by proposing that cognition is the core ability which contributes to nourishing the development of core competencies in the organization. From such an extension, this paper takes a raises the following question: What is the role of cognition in the organization that is in the pursuit of core competencies and sustainable competitive advantage? This paper answers this problem by presenting two perspectives that contribute toward introducing the field of organizational cognition into the domains of the resource-based view and contingency. First, it proposes an ability-based view of the organization through analogies which are most associated with the concepts of the resource-based view and dynamic capabilities of the firm. Second, it proposes a contingency-based view of organizational cognition which is most developed through causal relations and also deductive and inductive reasoning. Grounded in these perspectives, this study sustains the thesis that cognition is a source of controlling environmental uncertainty and, complementarily, cognition contributes toward creating and sustaining the organization’s competitive advantage.

Commitment, satisfaction and cooperation at work: evidences of the primacy of the moral aspects and reciprocity norms over behavior

ID: 1447

Authors: Cristiano de Oliveira Maciel, Camila Camargo.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 433-453, May-June, 2011. 21 page(s).

Keyword: commitment , cooperation , reciprocity norms

Document type: Article (Portuguese) Show Abstract

The objective of this study is to verify the relationships among organizational commitment, satisfaction and cooperation at work. The satisfaction is positioned as antecedent construct from the commitment dimensions and the cooperation as a behavioral consequent of this two constructs. The research method adopted was the survey using not probabilistic sampling by convenience. After literature review and hypothesis development, was collected 331 valid questionnaires, which were answered by employees from 8 organizations of the service sector in Curitiba (PR). The hypothesis were tested by a Structural Equation Model that presented good adjustment rates e revealed that satisfaction at work is a significant predictor of the variation of the three commitment dimensions, but with biggest influence over the affective and moral dimensions. Regarding to cooperation, the satisfaction doesn’t exert statistically significant influence over the cooperative behavior. The others two dimensions of the commitment, affective and instrumental, don’t exert any direct effect over cooperation, what stresses the primacy of the moral aspects and reciprocity norms over cooperative behavior.

The formation of manufacturing strategy in small and medium sized Brazilian companies

ID: 1448

Authors: Carlos Alberto Corrêa, Henrique Luiz Corrêa.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 454-475, May-June, 2011. 22 page(s).

Keyword: Brazil , manufacturing strategy , operations management , small and medium size companies , strategy formation process

Document type: Article (Portuguese) Show Abstract

The present study is exploratory in nature and aims at achieving a better understanding of the formation of manufacturing strategy in small and medium size Brazilian manufacturing companies. An analytical tool (a matrix) is developed to help classify and analyze manufacturing strategy formation processes, and this matrix utilizes two main dimensions: the predominant direction (top down or bottom up) and the consideration (or not) of trade-offs between manufacturing performance criteria in the formation of manufacturing strategy. The proposed matrix is then applied in the in-depth analyses of four case studies of Brazilian medium size manufacturers. Conclusions are drawn and hypotheses formulated as to how small and medium size Brazilian companies form their manufacturing strategies in terms of (a) definition of competitive priorities, (b) establishment of performance objectives for the manufacturing function, (c) ranking – in terms of priority – of manufacturing improvement programs and (d) definition of manufacturing effectiveness indicators. Some hypotheses are formulated, among which that there may be a correlation between the level of emphasis on bottom-up manufacturing strategy formation and the level of contribution that manufacturing brings to the company’s competitiveness.

The relationship of communication and construction management as a process of transformation conversations/texts

ID: 1450

Authors: Ricardo Rocha de Oliveira, Antônio Edésio Jungles.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 476-497, May-June, 2011. 22 page(s).

Keyword: construction project , management , organizational communication , temporary organization

Document type: Article (Portuguese) Show Abstract

This paper discusses the relationship between communication and construction management based on the concepts of The Montreal School of organizational communication. In the conceptual review, two theoretical orientations are presented: (a) construction management as a temporary organization; (b) organization as a constant transformation of conversations into texts. The research methods are presented with a description of the context of the communicative events and the forms of data collection and analysis. In order to discuss the conceptualization, the selection, transcription and analysis of a conversation which took place during an operational planning meeting of a construction is presented. As a result of the analysis, it was observed how the conversation and the language resources used enable the emergence of a collective comprehension, with the transformation of several agents into one collective actor, one text, which expresses how the organization will deal with a situation. The contribution of communication and organization was highlighted in two ways: (a) the observation of communication theories in the context of temporary organization and, specifically, construction management; (b) the presentation of a methodology for the collection, selection and analysis of episodes of communicative events which occurred in the workplace.

Social networks and sales performance

ID: 1453

Authors: Danny Pimentel Claro, Sílvio Abrahão Laban Neto.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 498-512, May-June, 2011. 15 page(s).

Keyword: centrality , networks , performance , sales management

Document type: Article (English) Show Abstract

This paper argues that an informal network can itself be a basis for the increase in a sales manager’s performance. Informal networks create a structure that surpasses the formal hierarchical structure defined by the firm. We concentrated on the advice network and considered two different views of network structure that claim to have impact on performance. To explore this claim, we examined whether sales managers develop either a highly cohesive network structure (i.e. Coleman’s view) or one containing structural holes (i.e. Burt’s view) in order to achieve higher sales. We also investigated the matter of tie strength put forward by Granovetter in his seminal 1973 work. Census data was collected from about 500 personnel from an agricultural input retailer having 23 divisions. Estimates from a sample of 101 sales managers showed the importance of a highly cohesive structure (degree centrality) for the three measures of sales manager’s performance. The strong ties have a positive impact on performance, suggesting the importance of building up strong bonds with network contacts. Sales managers’ age, time within the retailer and education also influence performance. These results imply that firms should stimulate contacts among personnel to spread technical and commercial information.

The Law of Fiscal Responsibility impact on financial administration: financial freedom of very small municipalities of the Paraná State

ID: 1454

Authors: Willson Gerigk, Ademir Clemente.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 513-537, May-June, 2011. 25 page(s).

Keyword: LRF , municipal financial administration , municipal indicators of finance and administration , small municipalities

Document type: Article (Portuguese) Show Abstract

This article is aimed at evaluating the impact of the Law of Fiscal Responsibility (LRF) on financial freedom of municipal governments. The study focuses on small municipalities of the Paraná State with less than 5 thousand inhabitants and considers the local government peculiarities and duties. The theoretical framework includes the organization of the Brazilian public sector, LRF, managerial public administration, municipal administration and municipal financial administration. The research work is descriptive and explanatory as to objectives, bibliographical and documental in respect to procedures, and quantitative in relation to approach. The analysis includes all the Paraná State municipalities with less than 5 thousand inhabitants that made available financial information through the Finances of Brazil Database at the General Office of National Treasury (FINBRA). The employed statistical technique is the multiple linear regression analysis. A total of 22 explanatory variables relating to financial aspects and administration style of municipal governments are considered. The main conclusion is that managerial freedom of financial administration of municipal governments has been significantly modified by LRF providing that such freedom became much more dependent upon savings of current receipts.

Amendopar

ID: 1456

Authors: Renata Cesar Torres, Rebecca Arkader, João Luiz Kupperman Garcia, Edson Montebeller.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 538-556, May-June, 2011. 19 page(s).

Keyword: capacity , operations strategy , project financial analysis

Document type: Teaching Case (Portuguese) Show Abstract

This study is a teaching case that deals with a managerial problem faced by a medium-size Brazilian company. Amendopar was a family business in the peanut products industry that operated in the Brazilian market for 47 years. The Londrina, Paraná unit was operating close to its maximum production capacity, imposing a limit to the company’s growth. Having an already well established position in its state of origin, the owners were considering expanding into other markets. There was also interest on their part because of the tax benefits they would reap by establishing a new production unit in São Paulo State. However, the challenge at this time was to decide whether it was the right time to make this move and how much investment would be required. These decisions would be made at a meeting to be held and for which the Industrial Director was preparing.

Resenhas: - Diversidade Sexual e Trabalho - (Maria Ester de Freitas e Marcelo Dantas (Orgs.) - 2011)

ID: 1461

Authors: Kary Emanuelle Reis Coimbra.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 557-559, May-June, 2011. 3 page(s).

Document type: Book Review (Portuguese)

Endomarketing inteligente: a empresa pensada de dentro para fora

ID: 1460

Authors: Murilo Martins Andrade.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 560-560, May-June, 2011. 1 page(s).

Document type: Bibliographical Note (Portuguese)

A psicologia do líder

ID: 1459

Authors: Adriane M. M. Mendes.

Source: Revista de Administração Contemporânea, v. 15, n. 3, p. 560-560, May-June, 2011. 1 page(s).

Document type: Bibliographical Note (Portuguese)