Editorial

ID: 1538

Authors: Rogério H. Quintella.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 1-2, July-August, 2011. 2 page(s).

Document type: Editorial (Portuguese)

Extension of corporate services brands: the effect of perceived similarity extension and perceived quality brand

ID: 1473

Authors: José Mauro da Costa Hernandez, Tassia de Moraes Menck, Diego Martins G. Lopez, Luiz Fernando T. Mocellin.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 561-579, July-August, 2011. 19 page(s).

Keyword: brand extensions , brand quality , perceived similarity , services

Document type: Article (Portuguese) Show Abstract

The main objective of this study is to assess the effect of parent brand perceived quality and perceived similarity on the evaluation of corporate service brand extensions. It is also the intention of this study to verify whether providing information cues about the characteristics of the extension contributes to the brand extension evaluation. The hypotheses were tested by means of three experiments involving 1,131 subjects. The results of Study 1,  conducted with fictitious brands as stimuli, demonstrated that the perceived quality of the parent brand played a more significant role than perceived similarity on the evaluations of brand extensions. In Study 2, where real brands were used as stimuli, the results were the same as in Study 1. Study 3 found that providing information cues about the characteristics of the extensions had a positive effect for one of the extensions of the high quality parent brand but not for the two proposed extensions of the low quality parent brand. Taken as a whole, the results suggest that the perceived quality of the parent-brand plays a fundamental role in the evaluation of corporate service brand extensions. The study also contributes several hypotheses for future studies and managerial implications for managers of corporate service brands.

The concept of performance on organizational studies and strategy: a multi- dimensional model of analysis

ID: 1477

Authors: Queila Regina Souza Matitz, Sergio Bulgacov.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 580-607, July-August, 2011. 28 page(s).

Keyword: content analysis , multi-dimensional analytical model , organizational performance , organizational studies , strategy

Document type: Article (Portuguese) Show Abstract

A Multi-dimensional Analytical Model of Organizational Performance Concept, developed on the basis of previous models, was used to accomplish a comparative, categorical, cross-national, longitudinal, descriptivequantitative and inferential-qualitative content-analysis of Brazilian and Foreign empirical studies from Organizational Studies and Strategy areas, published from 2005 to 2007. It was concluded that this new model applies to empirical research analysis, being distinguished from previous models in terms of greater exaustivity and exclusivity of its categories of analysis. Particularly, the new model constitutes an advance because it includes categories of analysis related to attribution patterns and causal interaction. Comparative analysis of Brazilian and foreign researches revealed (a) preference for unidimensional performance indicators from economic-financial-marketing areas and from a rational theoretical perspective; (b) preference for secondary and objective data, from organizational level of analysis and not-cumulative comparative retrospective static temporal perspective; and (c) preference for research designs that estimate direct and horizontal multilinear relations between the variables, in which performance is used as a dependent variable.

The relation between trust and transaction costs in interorganizational relationships

ID: 1527

Authors: Carlos Henrique Mascarenhas de Andrade, Sérgio Fernando Loureiro Rezende, Márcio Antônio Salvato, Patrícia Bernardes.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 608-630, July-August, 2011. 23 page(s).

Keyword: automotive industry , interorganizational relationships , transaction costs , trust

Document type: Article (Portuguese) Show Abstract

Based on the assumption that trust is a mechanism of relational governance, which can influence the costs associated with the formation, development and maintenance of interorganizational relationships, in this article one aims to test the relation between trust and transaction costs in these relationships. Based on the literature on trust and on transaction costs, one puts forward four new hypotheses, which suggest a negative relation between trust and costs of information, of negotiation, of implementation and of monitoring in interorganizational relationships. These hypotheses were tested using multiple regression analysis in a quantitative case study where the buyer is illustrated by an automaker and its suppliers are represented by a sample of the major ones. The results suggest that there are significant, yet negative relations between trust and costs of negotiation and of monitoring. The relations between trust and costs of information and of implementation, in turn, are not statistically significant. We believe that these results represent a more-fined grained understanding of the relation between trust and transaction costs in interorganizational relationships to the degree that it is suggested that the four types of transaction costs are not perfectly correlated.

Gender, Embeddedness and Entrepreneurship: Gentle Sex, Strong Ties?

ID: 1528

Authors: Gláucia Maria Vasconcellos Vale, Ana Carolina Ferreira Serafim, Armindo dos Santos de Souza Teodósio.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 631-649, July-August, 2011. 19 page(s).

Keyword: embeddedness , entrepreneurship , female , gender , social networks

Document type: Article (Portuguese) Show Abstract

Men and women have been historically embedded in differentiated social networks. The female trajectory has been conditioned by the presence of strong ties. Such circumstances may have led to peculiar repercussions on women’s roles as entrepreneurs. Despite their relevance, studies piecing together gender, entrepreneurship, embeddedness and social networks are relatively new. This paper, drawing on both theoretical insights and quantitative empirical research, attempts to shed light on the phenomenon of female entrepreneurship as it stands against male entrepreneurship. The results suggest that both women and men are embedded in different social networks, and that each of them use their ties in a different way, in so far as their businesses creation goes. Women are relatively more prone to using closer ties to gather information and support. This article offers four contributions. First, at the theoretical level, some new insights offered on the universality versus peculiarities of entrepreneurial behavior. Contributions are also offered, on methodological grounds, including the use of some indicators of embeddedness to analyze and compare the two entrepreneurial groups. At the practical level, by revealing some little-known aspects of the feminine entrepreneurial dynamic, it provides ideas for the formulation of public policy.

Human Resource Management: a meta-analysis of its effects on organizational performance

ID: 1529

Authors: Agostinha Mafalda Barra de Oliveira, Alexandre José de Oliveira.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 650-669, July-August, 2011. 20 page(s).

Keyword: meta-analysis , organizational performance , strategic human resource management

Document type: Article (Portuguese) Show Abstract

The field of Strategic Human Resource Management, especially the relationship between Human Resource Management (HRM) practices and organizational performance, has controversies that remain unresolved. This means that there is still a need to review the literature of this field in order to find some meaning in the large number of proposed conclusions. Therefore, in order to update, accept suggestions and examine moderators not analyzed in other reviews, this study aims to conduct a meta-analysis of the results of 194 registers of empirical and original studies, conducted and/or published from 1985 to 2007, concerning one or more practices of HRM and one or more organizational performance indicators. For the meta-analysis, Hunter and Schmidt’s (2004) psychometric meta-analysis method was chosen. From this meta-analysis it is possible to conclude that there is a positive relationship between HRM and organizational performance. Estimation of the magnitude of this relationship increases when the HRM practices are combined into one system or two or more organizational performance outcomes are considered.

The perception and the action strategies of Coffee researchers in their Collaborative Network

ID: 1531

Authors: Uajará Pessoa Araújo, Luiz Marcelo Antonialli, Fábio Muller Guerrini, Renato Ferreira de Oliveira.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 670-688, July-August, 2011. 19 page(s).

Keyword: collaborative networks , R&D managment , research consortium

Document type: Article (Portuguese) Show Abstract

This study examined the role of perception, its grounds and effects on the logic of the action of researchers when forming partnerships in their underlying Brazilian Consortium network for Coffee Research and Development. Supported by the institutional theory and the network theory, it started out with the assumption that the perception of agents (regarding the structural position/location, the network resources and the dynamics of resource appropriation) is relevant as it would be a determining factor when it came to inserting researchers in their collaborative network. The study resorted to: (a) the content analysis of interviews with researchers; (b) the sociometric analysis of co-authorship; (c) the sociometric analysis of the preferential choice among coffee researchers; and (d) the multivariate analysis of a database of the consortium sub-projects and responses to a survey of those responsible for subprojects. The results point out that the structural position of the agent in its network, though significant, does not determine the perception of these agents and this may have implications for their strategies. Along with this statement, it was possible to identify a group of regularities as well as a set of logical actions on the part of the scientists under study. It would be in this field that the researcher would practice his agency, where he monitors and perceives the resources and limitations of the network in which he and his colleagues are included and form partnerships.

Proposing a scale for measuring hope and its relationship with behavioral intention

ID: 1533

Authors: Valter Afonso Vieira.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 689-711, July-August, 2011. 23 page(s).

Keyword: hope , involvement , relationship , scale

Document type: Article (Portuguese) Show Abstract

This paper has a main goal (a) to propose a scale for measuring hope and (b) to test the scale in a nomological literature context. A survey research was made looking for analyzing the scale proposed. A non-probabilistic and convenience sample was used, corresponding to a total of 226 business student who fulfilled the questionnaires. The adjustments of the structural equation modeling was not good, however a four factor structure was found, which is in agreement with the theory, rejecting the unidimensional feature. Thus, desire, hope, possibility and importance are the dimensions of the latent variable. The second conclusion is that, testing rival models, the best one was structure B, which has four dimensions.

The role of analysts as Gatekeepers: enhancing transparency and curbing earnings management in Brazil

ID: 1534

Authors: Antonio Lopo Martinez.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 712-730, July-August, 2011. 19 page(s).

Keyword: analysts’ coverage , corporate governance , earnings forecasts , earnings management

Document type: Article (English) Show Abstract

This paper examines the relationship of analysts’ coverage, forecasting errors and earnings management. It corroborates the role of analysts as gatekeepers by finding that analysts enhance transparency and reduce the scope of earnings management. To identify analysts’ coverage we used the I/B/E/S, from where we also obtained information on the consensus projections of analysts for listed Brazilian companies. The results indicated a negative correlation between the number of analysts covering firms and the magnitude of their discretionary accruals in absolute terms, indicating that more scrutiny inhibits earnings management. We also found a negative correlation between analysts’ coverage and forecasting errors. Multivariate regressions showed statistically significant results in the same sense. Therefore, market analysts, despite the severe criticism they receive from the specialized press, actually have a beneficial effect on corporate governance by monitoring managers and inhibiting earnings management.

Content analysis as a qualitative data analysis technique in the field of Administration: potentials and challenges

ID: 1537

Authors: Anelise Rebelato Mozzato, Denize Grzybovski.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 731-747, July-August, 2011. 17 page(s).

Document type: Article (Portuguese)

Content Analysis: question the answers to your ‘question’!

ID: 1541

Authors: Henrique M. R. de Freitas.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 748-760, July-August, 2011. 13 page(s).

Document type: Article (Portuguese)

Content analysis as a qualitative data analysis technique in the field of Administration: potentials and challenges

ID: 1542

Authors: Sylvia Constant Vergara.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 761-765, July-August, 2011. 5 page(s).

Document type: Article (Portuguese)

Content Analysis: broadening and probing reflection on the analysis technique of qualitative data in the field of Management

ID: 1544

Authors: Anelise Rebelato Mozzato, Denize Grzybovski.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 766-775, July-August, 2011. 10 page(s).

Document type: Article (Portuguese)

The WebBusiness case: to sell or not to sell, that is the question

ID: 1535

Authors: Ilan Avrichir, Victor Manoel Cunha de Almeida, Tales Andreassi.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 776-789, July-August, 2011. 14 page(s).

Keyword: business opportunities evaluation , critical success factors , decision making , entrepreneurship

Document type: Teaching Case (Portuguese) Show Abstract

The WebBusiness case, based on real facts, confronts students with the need to make a critical decision in the life of a small entrepreneur who is enjoying a successful venture: to sell or not to sell his business. The main character of the case, Moris Litvak, developed and operates an online platform that allows hotels to receive reservations over the web. To argue consistently for or against selling, the student has to evaluate the business situation, the  entrepreneur´s competences and those of his team and the quality of the buying offer received. In doing so, he or she practices critical skills for the management of a new business. To allow for a well reasoned argument, the case offers extensive information about the entrepreneur life´s trajectory, the organization’s development and existing structure, its market, products, competitors and alliances, and also the present and projected financial results and details of the offer received. The data provided makes it possible for the student to calculate the value of the firm, based on the projected five years of results and to compare this value with the one being offered for it. The case also has data to support a discussion concerning the plausibility of the results projected by the entrepreneur and of other subjective aspects involved in the decision.

Resenha: - Pensamento Estratégico: Origens, Princípios e Perspectivas - (Fabio Vizeu, Sandro Aparecido Gonçalves - 2010)

ID: 1543

Authors: Rosane Calgaro Festinalli, Jucélia Appio Tibola, Liliane Canopf.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 790-792, July-August, 2011. 3 page(s).

Document type: Book Review (Portuguese)

Sustentabilidade e geração de valor: a transição para o século XXI

ID: 1539

Authors: Claudia Abramczuk.

Source: Revista de Administração Contemporânea, v. 15, n. 4, p. 793-793, July-August, 2011. 1 page(s).

Document type: Bibliographical Note (Portuguese)