Editorial V. 50, N. 4, 2010

ID: 2075

Authors: Eduardo Diniz.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 353-353, October-December, 2010. 1 page(s).

Document type: Editorial (Portuguese)

How middle managers contribute to strategy formation process : connection of strategy processes and strategy practices

ID: 1841

Authors: Rosalia Aldraci Barbosa Lavarda, María Teresa Canet-Giner, Fernando Juan Peris-Bonet.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 358-370, October-December, 2010. 13 page(s).

Keyword: case study , Middle management , strategizing , strategy-as-practice , strategy formation process

Document type: Article (English) Show Abstract

The role of middle management is essential when managing integrative and emergent strategy formation processes. We stand out the importance of its role connecting micro and macro organizational level offering a very important contribution when examining the strategy-as-practice perspective and integrative strategy formation process. The main goal of this research is to analyse the relationship between the integrative strategy formation process and the roles of middle management under the strategy-as-practice perspective. To check it out we adopted a qualitative methodology droving a case analysis in a Spanish University. Data was collected by means of personal interviews with members of different levels of the Institution, documents analysis and direct observation. In advance of some results we find out that the University develops an integrative strategy formation process and confers to middle management an important role extended all over the organization.

The researcher as the other: a postcolonial reading of the Brazilian “Borat”

ID: 1842

Authors: Rafael Alcadipani, Alexandre Reis Rosa.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 371-382, October-December, 2010. 12 page(s).

Keyword: ethnography , eurocentrism , Latin America , Postcolonialism , qualitative research

Document type: Article (Portuguese) Show Abstract

This paper discusses the application of the ethnographic method in management research. Specifically, it aims to examine how colonial differences preserve social hierarchies that end up being expressed in the practice of scientific research. Using data gathered during an ethnography conducted in a British organization, the analysis addresses how the Brazilian researcher is perceived by Europeans. To analyze this process, we drawn on the postcolonial perspective, especially in its critique of the Eurocentrism and its critique of the desire to develop a “universal” knowledge. The results demonstrate that even in the role of researcher, when the non-European subject takes the European subject as the Other in the research process, he ends up being the target of an inversion that moves him back to the position of the Other, perceived by the traditional epistemology as research object of European subject.

Development and factor validation of the “Customer Relationship Scale” (CRS)

ID: 1843

Authors: Késia Rozzett, Gisela Demo.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 383-395, October-December, 2010. 13 page(s).

Keyword: CRM , Factor analysis , instruments , marketing , relationship

Document type: Article (Portuguese) Show Abstract

Considering the importance of developing the relationship between companies and customers, the objective of this study is to validate a scientific instrument capable of measuring such a relationship, emphasizing satisfaction and loyalty as assumptions for its construction and maintenance. This quantitative research used exploratory factor analysis for the experimental validation of the instrument and of a sample of 627 customers from various companies. The results show that the Customer Relationship Scale (CRS) has a one-factor structure, which explains about 64% of the variance, and a reliability rating of 0.92 (Cronbach’s α). The work makes a contribution to scientific production in the areas of marketing and the like, since the CRS can be used in diagnostic and relational studies. The study’s contribution also extends to the organizational area, given that the instrument may help managers build relationships with customers and improve organizational results.

Churn probability model

ID: 1844

Authors: Delane Botelho, Frederico Damian Tostes.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 396-410, October-December, 2010. 15 page(s).

Keyword: Churn , consumer lifetime value , customer relationship management , data mining , logistic regression

Document type: Article (Portuguese) Show Abstract

Customer may abandon the organization, despite high investments made by the organization in their prospection and retention, which demands diagnose and understanding. The objectives of this article are threefold: i) to model the probability of churn, which refers to the rate of customers who leave a relationship with an organization during a given period; ii) to validate the model; and iii) to describe possible variables that explain the abandon of customers. We used historical data from a large retail chain´s dataset, and applied logistic regression in a sample of 70.000 users of a private label credit card to calibrate the model. Sixteen variables (14 individual characteristics and two behavior variables) were used. The model was validated in a different sample of 30.000 customers from the same dataset, through Kolmogorov-Smirnov (KS) test and Receiver Operating Characteristic (ROC) curve, confirming the good prevision power of the model. Managerial implications and suggestion for future research are discussed based on customer relationship management field of research.

Social capital in a research consortium

ID: 1845

Authors: Uajará Pessoa Araújo, Luiz Marcelo Antonialli, Mozar José de Brito, Fábio Muller Guerrini.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 411-423, October-December, 2010. 13 page(s).

Keyword: coffee research , collaborative network , research consortium , Social capital , social network analysis

Document type: Article (Portuguese) Show Abstract

We discuss social capital within the scope of the Brazilian Consortium for Research and Development of Coffee. The goal is to test the hypothesis that researchers’ social capital may be taken as a variable for the resources of the consortium that these researchers were able to secure in their research projects. It was necessary to develop a social capital metric, apply it, and verify the correlation between the volume of captured resources and the volume of social capital. The application of the network analysis in view of the researchers’ preferential choice and the quantification of the participation of these scientists in projects of the consortium enabled an estimation of a magnitude - the social capital - which could explain half the amount of variation obtained by each of the scientists responsible for research projects in the network.

Attractiveness of free and Open Source Software Projects: theoretical importance and strategies for management

ID: 1846

Authors: Carlos Denner dos Santos Jr..

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 424-438, October-December, 2010. 15 page(s).

Keyword: attractiveness , Free software , open source , project management , virtual communities

Document type: Article (Portuguese) Show Abstract

Thousands of Free and Open Source Software Projects (FSP) were, and continually are, created on the Internet. This scenario increases the number of opportunities to collaborate to the same extent that it promotes competition for users and contributors, who can guide projects to superior levels, unachievable by founders alone. Thus, given that the main goal of FSP founders is to improve their projects by means of collaboration, the importance to understand and manage the capacity of attracting users and contributors to the project is established. To support researchers and founders in this challenge, the concept of attractiveness is introduced in this paper, which develops a theoretical-managerial toolkit about the causes, indicators and consequences of attractiveness, enabling its strategic management.

Las multinacionales latinoamericanas en los albores de una gran oportunidad

ID: 1847

Authors: Lourdes Casanova.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 439-445, October-December, 2010. 7 page(s).

Document type: Article (Spanish)

(Re) (Organize) for Resilience: Putting Customers at the Center of Your Business - (Ranjay Gulati – 2010)

ID: 2077

Authors: Sílvio Abrahão Laban Neto.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 446-447, October-December, 2010. 2 page(s).

Document type: Book Review (Portuguese)

Comportamento do consumidor internacional

ID: 2076

Authors: Vivian Iara Strehlau.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 448-448, October-December, 2010. 1 page(s).

Document type: Bibliographical Note (Portuguese)

Negócios na base da pirâmide

ID: 9571

Authors: Edgard Barki.

Source: Revista de Administração de Empresas, v. 50, n. 4, p. 449-449, October-December, 2010. 1 page(s).

Document type: Bibliographical Note (Portuguese)