Apresentação

ID: 4084

Authors: Moisés Ari Zilber.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 10-10, March-April, 2008. 1 page(s).

Document type: Editorial (Portuguese)

Activities of Brazilian export joint ventures in the beach fashion segment

ID: 4088

Authors: Breno de Paula Andrade Cruz, Deborah Moraes Zoauin.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 11-30, March-April, 2008. 20 page(s).

Keyword: Beach fashion , Export , Joint-venture , Market , Marketing

Document type: Article (Portuguese) Show Abstract

The article takes a qualitative approach to the activities of export joint-ventures in the beachwear fashion segment in Brazil from a marketing standpoint. Using the Grounded Theory method, the study seeks to identify categories that comprise and influence the export performance of three export joint-ventures of the beachwear fashion segment. The relevance of this article lies in highlighting categories encountered by means of field research and presenting the relationships between them. These categories were identified as major categories, intermediary categories and preliminary categories, and the objective was, respectively, to: a) identify characteristics present only in the joint-ventures studied; b) identify the promotional mix through them; c) characteristics present in the beachwear fashion segment of the joint-ventures studied. The article presents theoretical and managerial implications by presenting two major categories that are relevant in activities of export joint-ventures in foreign markets, namely marketing know-how in the foreign markets and joint-venture characteristics.

The technological qualification of tableware industries of Campo Largo (PR)

ID: 4092

Authors: Setembrino Soares Ferreira Júnior, João Carlos da Cunha.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 31-57, March-April, 2008. 27 page(s).

Keyword: Ceramic industry , Knowledge and technology transfer , Tableware , Technological capacity , Technology transfer elements

Document type: Article (Portuguese) Show Abstract

The tableware ceramic industry is one of most traditional in the country, an intensive manpower activity-branch, therefore interesting to countries like China, happening the closing of some plants and the disappearance of some producing polar regions in Brazil. Using a multiple-case study, this work main purpose was to understand how technology transfer elements had influenced the technological qualification of tableware industries in the cluster of Campo Largo, Paraná. The technology transfer elements considered had been absorption and managerial capacities, learning culture, transfer ways practiced and technologies transferred nature. For the primary collection of data, half-structuralized interviews had been used in eight cluster tableware manufacturing companies. Secondary data were gathered from printed periodicals and magazines and from electronic media. All companies reached technological operational capacity and some of them reached dynamic technological learning capacity.

The organic tangerine in “Vale do Caí” (RS): substantive or instrumental rationality?

ID: 4091

Authors: Lessandra Scherer Severo, Eugenio Avila Pedrozo.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 58-81, March-April, 2008. 24 page(s).

Keyword: Cooperative , Instrumental rationality , Organic tangerines , Substantive organization , Substantive rationality

Document type: Article (Portuguese) Show Abstract

Considering the decision process as a logical process, resulted form human intelligence and rationality, the proposal of this paper is to verify if the organic agriculturists were more inclined to a substantive or instrumental rationality and if their Cooperative Ecocitrus can be classified as a substantive organization. This paper was based on the theoretical model about rationality constructed by Mauricio Serva (1993, 1997) and on the proposal of substantive organizations by Guerreiro Ramos (1989). It is a theoretical-empiricist study with qualitative approach and posing a descriptive and exploratory character. Taking in account some results, came by semi-structured interview and by closed questionnaires, applied in July and August 2006, it was possible characterize Ecocitrus as a high intensity substantive organization.

Consumer price knowledge: an examination in eight product categories of durable goods

ID: 4086

Authors: Marco Antônio Silva, André Torres Urdan.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 82-103, March-April, 2008. 22 page(s).

Keyword: Advertising , Consumer , Involvement , Price knowledge , Price-Quality relation

Document type: Article (Portuguese) Show Abstract

This paper deals with subject that merits further academic investigation: the Consumer Price Knowledge. The purposes of this study were to describe the Consumer Price Knowledge variation amongst products of distinct categories and verify the relation between it and the determinants Involvement with the Product, Advertising Exposure and Use of Price-Quality. Based on a descriptive design, a survey with 200 hundreds consumers was conducted. Qui-square test and multiple regression analysis were performed. At first, the consumer price knowledge in eight products categories revealed significant variations. This analysis also showed that only one third of the consumers provided products price estimates accurately, indicating limited knowledge. In addition, the results pointed that although the relation between consumer price knowledge and its potential determinants appeared for some products, it is tenuous. This paper brings interesting academic implications and marketing practices directions.

Strategic management of benefits: proposal of a mathematical model for employees' medical care

ID: 4085

Authors: Patrícia Whebber Souza de Oliveira, Rodrigo José Guerra Leone.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 104-127, March-April, 2008. 24 page(s).

Keyword: Accessibility , Cost reduction , Management of the benefits , Modeling , Optimization

Document type: Article (Portuguese) Show Abstract

The main objective of this work is to present a model of strategic management of the benefices linked with criterions of accessibility and companies costs’ reduction. The study was conducted in two rendering of services companies (each of them with more than 380 civil servants) involved directly or indirectly in one of the following participants groups: high administration, human resources sector and civil service, featuring as multi-cases study (research-action type) This model is a result of a work in progress research but with a already strong philosophy of making possible the eligibility and the accessibility to the benefits. By such a way, the basic premises, objective, political constituent and elements of the model had been defined beyond the excessive requests necessary for the development of the mathematical model of optimization with restrictions, i.e., the variable decisions, the parameters and the imposed limitations and conditions. Implanted in the studied organizations, it had a high ratio of accessibility and satisfaction of the civil servants with the proposed parameters.

The internationalization of Brazilian companies under the motivational perspective

ID: 4090

Authors: Luiz Carlos Honório.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 128-151, March-April, 2008. 24 page(s).

Keyword: International business , International entrepreneurship , Internationalization , International motivation , Organizational characteristics

Document type: Article (Portuguese) Show Abstract

This current article discusses the results of a research about the international behavior of the firm under the focus of the motivational perspective. The article aims at identifying the types of stimuli that lead a company to operate abroad and at examining the potential differences related to the motivational behavior, based on firm size, strategies of market entry and involvement in international sales. A survey was carried out with 73 Brazilian exporting companies in the manufacturing sector classified in the Ministry of Development, Industry and Foreign Trade. The results show that factors linked to the management and associated with the internal and external markets impel the international activities of the companies that were researched; they also show significant differences among the majority of theses factors in relation to size, strategies of market entry and involvement in international sales.

Investigation of strategic groups in the industry of dairy products by multivariate approach

ID: 4089

Authors: Marco Aurélio Marques Ferreira, Luiz Antônio Abrantes, Ronaldo Perez.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 152-172, March-April, 2008. 21 page(s).

Keyword: Cluster , Dairy products , Factorial analysis , Multivariate analysis , Strategic groups

Document type: Article (Portuguese) Show Abstract

The objective of this paper was to analyze the strategic group in the industry of dairy products. The study was based in the approach of strategic groups and it used as methodology the multivariate analysis of data. The Factorial Analysis was used for the construction of the strategic components and the cluster analysis was used to define the strategic groups. They participated in the research 188 companies of dairy products of the state of Minas Gerais. The results pointed out the presence of strategic factors in the industry and they made possible to build three strategic groups: Small and Specialized companies; High and Diversified companies and Medium and Differentiated companies.

Use of Decision-AID Methods in strategic decisions: the case of cargo transportation boats maintenance

ID: 4087

Authors: Jorge Lindermann, Peter Bent Hansen.

Source: Revista de Administração Mackenzie, v. 9, n. 2, p. 173-200, March-April, 2008. 28 page(s).

Keyword: Cargo boat , Maintenance , Multiattribute analysis , Outsourcing , Strategic decisions

Document type: Article (Portuguese) Show Abstract

Globalization has forced companies to rethink their strategic positioning in the markets, specially as to their activities and organizational structure. Identifying main and support activities has become increasingly important to enhance organizations competitiveness in the present conditions. The objective of this article is to propose a model to aid in decision-making on whether outsourcing or not cargo transportation boats maintenance, based on a multiattribute analysis method. This study is a qualitative research, using case study. The paper includes a bibliographic review, a decision-aid model proposal and the practical experimentation of the model in real conditions. The proposed decision-aid model is applied to a cargo boat transportation company of Rio Grande do Sul state, in the south of Brazil. The paper shows that the model helps in structuring the problem, evidencing the different perceptions of decision-makers.