State reform, decentralization and financial autonomy of local government

ID: 11557

Authors: Angela Moulin Simões Penalva Santos.

Source: Revista de Administração Mackenzie, v. 4, n. 2, p. 1-23, July-December, 2003. 23 page(s).

Keyword: Public policy , regional development , taxation

Document type: Article (Portuguese) Show Abstract

This article aimed at the Brazilian decentralization process concerning the cities with population between one hundred thousand and one million inhabitants and their level of financial autonomy. The article not only analysesthe performance of the medium cities and their capacity of assuming greater responsibilities in the implementation of public policies but also analyses some statistics from the last decade. This analysis pointed out that the medium cities are increasing their financial autonomy in consequence of some changes in the public income management despite the fact that the medium cities still depend on the income transferred from state and central government. In addition, the budget for public policies from the central government is shrinking what should stimulate the implementation of public policies aimed at a growth on the public income, specially on IPTU.

Apresentação

ID: 11542

Authors: Moisés Ari Zilber.

Source: Revista de Administração Mackenzie, v. 4, n. 2, p. 11-12, July-December, 2003. 2 page(s).

Document type: Editorial (Portuguese)

Differentiated services to on-line clients: a case study in the telecommunications industry

ID: 11544

Authors: Lúcia de Fátima Martins Guilhoto.

Source: Revista de Administração Mackenzie, v. 4, n. 2, p. 13-37, July-December, 2003. 25 page(s).

Keyword: Competitiveness , Customer care , On-Line Marketing

Document type: Article (Portuguese) Show Abstract

In the current competitive scenario the relevance of technology to leverage an enterprise performance is undeniable. New challenges come about at increasing frequency and intensity and are potentiated by a net of environmental, political and economical changes that drive companies to adopt new attitudes and to  look for, on a regular basis, new ways to differentiate themselves from their competitors. The Internet is one of the tools that companies have at their disposal  to face these challenges revealing itself to be a great mean to keep contact with clients and to strengthen the relationships with them. It has also proven itself  to be useful to expand a company’s market. Therefore, this tool was chosen to be the object of a case study carried along in Telefónica that will be presented in this article.

Perspectives of the Brazilian self-service banking: a strategic approach based on the queuing theory

ID: 11547

Authors: Eder Oliveira Abensur, Israel Brunstein, Adalberto Américo Fischmann, Linda Lee Ho.

Source: Revista de Administração Mackenzie, v. 4, n. 2, p. 39-59, July-December, 2003. 21 page(s).

Keyword: Queuing theory , Self-service branch , Strategic planning

Document type: Article (Portuguese) Show Abstract

This work arranges Strategic Planning and Queuing Theory to evaluate the feasibility of new strategies for Automatic Teller Machine (ATM). Moreover, an important referential was developed to understand the origin of an emergent strategy. This study was applied to one of the largest retail banks in Brazil and it is in accordance with the changes of the banking regulation because of the rationing of electric energy in 2001. Two opposing strategic lines were identified represented by Bradesco and Itaú the two largest private Brazilian retail banks.

Evaluation of strategies in services marketing: a multicriteria approach

ID: 11550

Authors: Eduardo Pitombo Machado, Luiz Flavio Autran Monteiro Gomes, Marie Agnes Chauvel.

Source: Revista de Administração Mackenzie, v. 4, n. 2, p. 61-85, July-December, 2003. 25 page(s).

Keyword: Analytic Hierarchy Process , Decision support , Hierarchy of objectives , Services marketing , Subjective judgements

Document type: Article (Portuguese) Show Abstract

This article presents a decision support model for the analysis of services marketing strategies. The analytical method embedded in the decision model was the AHP – Analytic Hierarchy Process, considering its capability to facilitate the structuring of a complex decision problem as well its flexibility in applications. The use of the method was made operational through the Expert Choice software, that made model development feasible and stimulated the participation of various decision agents in the processes of model-building and analysis, and was applied on a Xerox Brazil case study. The article closes with practical conclusions and recommendations for similar, future applications.

Organization and strategy: preferences of the strategist or imperative for sucess

ID: 11552

Authors: José G. Vargas Hernández.

Source: Revista de Administração Mackenzie, v. 4, n. 2, p. 87-116, July-December, 2003. 30 page(s).

Keyword: Competitive advantage , Knowledge , Organization , Strategic transformation , Strategy formulation , Top management

Document type: Article (Spanish) Show Abstract

The objective of this paper is to analyze the transformation processes in strategy formulation in relation to the evolution of the organization. It is determined that strategic thinking and strategy formulation has been a unique privilege of top management until the 70’s when the context was characterized by being more or less stable, in which the comparative advantages were sufficient to achieve the organization’s success starting from the role of traditional management. However, when the competitive environment changes due to the turbulence phenomena, with more complexity and turbulence, top management of organizations must respond to increasing demands imposed by the new social and economic conditions. And through a continuous process of innovation of all activities of the business to search for sustainable competitive advantages founded on intangible elements, specifically on the “knowledge” which is internalized in all the members of the organization. Thus, although strategic formulation is still faculty of top management, in some way it is influenced by other members of the organization.

Which values are fashionable? Findings beyond the ephemeral

ID: 11553

Authors: Sérgio Carvalho Benício de Mello, André Luiz Maranhão de Souza Leão, Arcanjo Ferreira de Souza Neto.

Source: Revista de Administração Mackenzie, v. 4, n. 2, p. 117-134, July-December, 2003. 18 page(s).

Keyword: Brand values , Fashion , LOV

Document type: Article (Portuguese) Show Abstract

What makes a brand desirable? There are plenty of evidences indicating that consumers make brand decisions based on the congruence between brand value and customer value. This study aims to discover brand values, having as a reference the brand personality concept. For that, the list of values (LOV) has been used to measure two fashion brands. A sample of 296 respondents was consulted. Data indicated a similar perceptual orientation, in a way that a same value was considered the most important for both brands. Besides, new LOV clustering dimensions were identified. Conclusions and managerial implications are also discussed.

Competence-based remuneration: the perception of the managers of a state-owned financial organization

ID: 11555

Authors: Lore Margarete Manica Ribeiro, Tomás de Aquino Guimarães, Eda Castro Lucas de Souza.

Source: Revista de Administração Mackenzie, v. 4, n. 2, p. 135-154, July-December, 2003. 20 page(s).

Keyword: Competence-based earning , Competence-based management , Earning

Document type: Article (Portuguese) Show Abstract

The aim of this paper is to identify the perception upon competence-based earning of managers from a Brazilian government financing organisation. A forty-item Likert-scale questionnaire was developed based on a review of the literature and on interviews. That form also included a section of demographic and functional data. After semantic and content validation, the questionnaire was filled out by 585 managers of that organisation, about 10% of that staff. Factorial analysis was done and showed two factors: resistance and expectation predictors. 38 from the 40 items of the questionnaire were confirmed. Data analyses also showed that respondents who are taking regular education programs and Sales Managers have more positive expectations with respect to competence-based earning. Besides that, the survey validated a questionnaire which would be applied by other organisations. Suggestions about competencebased earning policy and further research are made.