Development National Strategy in the Lula and Dilma Government: New Liberalism Transformation

ID: 40874

Authors: Rogério Faé, Sueli Goulart, Paulo Ricardo Zilio Abdala.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 1-18, January-March, 2016. 18 page(s).

Keyword: Celso Furtado , Dilma Rousseff Government: 2011-2014 , Luiz Inácio Lula da Silva Government: 2003-2010 , National Development Strategy , New developmentalism

Document type: Article (Portuguese) Show Abstract

We discuss the theoretical and ideological conceptions that underlie the national development strategy adopted by the Government of Brazil in the last 12 years. The aim was to analyze the meaning attributed to the national development strategy, taking into account the rhetoric surrounding the promotion of social change and the alleged resumption of propositions of Celso Furtado. The first Lula government has attributed for the State the strategic planning and regulatory functions of the market to facilitate economic transactions. This guidance conforms to an international division of labor in which the peripheral countries produce agricultural and extractive commodities. Indeed, the Brazilian recent development strategy dismissed concerns linked with national autonomy to line up the competitive logic of global markets. At last, we conclude that the current national development strategy are linked to the concepts of Bresser-Pereira and the new developmentalism.

Editorial

ID: 40873

Authors: Joysi Moraes.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 1-2, January-March, 2016. 2 page(s).

Document type: Editorial (Portuguese)

History and Memory in the Advertising Discourse Widespread in Veja Magazine

ID: 40875

Authors: Alessandra de Sá Mello da Costa, Luis Alexandre Grubits de Paula Pessôa.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 19-35, January-March, 2016. 17 page(s).

Keyword: Advertiser speech , History , Organizational Memory , Organizations , Sites of Memory

Document type: Article (Portuguese) Show Abstract

Studies linking the themes history, memory and media grow each day sustained by three movements: studies of memory, that question forms of representation, mediation and movement of memories in societies; studies on the strategic use of history by companies; and media and history studies, identifying the analytical interfaces between these areas. Assuming that the media could be consider as a site of memory and that organizations use them strategically, we sought to understand how history and memory issues are appropriate by the advertising discourse conveyed in the Brazilian mass media. The research corpus is composed of 416 ads from Veja Magazine from 2008 to 2013, and then subjected to content analysis. As result we identified five strategies: history as a signature, as celebration, as an opportunity, focus, and support.

Social Representations of Work Relations: A Study with Reinsourcing Workers

ID: 40876

Authors: Luiz Alex Silva Saraiva, Cássia Batista de Andrade Soares, Elisângela Domingues Michelatto Natt.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 36-49, January-March, 2016. 14 page(s).

Keyword: Reinsourcing , Social representations , Work relations

Document type: Article (Portuguese) Show Abstract

Considering negative effects of outsourcing, the inverse process, reinsourcing, has been adopted by a growing number of organizations. In this paper, we deal woth identification of social representations of work relations from workers who are in a post-reinsourcing context. Starting from interviews with professionals who were outsourced and actually are reincsourded, data show that after reinsourcing, interviewers felt more valued and recognized, with elevation of self steem and engagement at work. We concluded that reinsourcing process can bring impacting improvements in work relations, as well to whole organization.

Brazil’s Image and Attitudes of South African Consumers

ID: 40877

Authors: Harrison Bachion Ceribeli, Natália Brito Zuca de Souza.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 50-61, January-March, 2016. 12 page(s).

Keyword: Brazilian fashion industry , Clothing market , Country of origin effect , Footwear market , South African market

Document type: Article (Portuguese) Show Abstract

This research aimed to analyze the effect that the image of Brazil has on the attitudes of South African consumers in relation to Brazilian clothing and shoes. For data collection, we conducted a field survey. The research sample consisted of inhabitants of the town of Stellenbosch, South Africa. For data analysis, two statistical techniques were used: Exploratory Factor Analysis and Multiple Regression Analysis. Based on the results, it was found that the country of origin effect that Brazil’s image has on South African consumers influence the attitudes of these consumers in cognitive level, in the footwear segment, and in the cognitive, affective and conative levels, in the clothing segment. This finding shows that, for the Brazilian fashion industry can effectively penetrate in South Africa, it is important there is a conscious and directed effort to form a positive image about Brazil among South African consumers.

Organizational Communication: Sophistic Arts Management

ID: 40878

Authors: Roberto Bazanini, Jorge Miklos, Homero Leoni Bazanini, Nathalia Caroline Santana.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 62-77, January-March, 2016. 16 page(s).

Keyword: Infotainment society , Media Training , Social Cognitive Theory , Sophistic Art , Symbolic goods

Document type: Article (Portuguese) Show Abstract

Increasingly modern contemporary organizations seek to prepare its leaders for the everyday relationship with the press. In the infotainment society dominated by the production style to support the culture of media events that increasingly become big shows. This study investigated the symbolic aspects arising from the communication changes and the importance of the role of the Media Training in the contemporary scene. According exploratory research, qualitative in nature, with the aid of the historical-critical method, interviews were conducted with Media Training professionals and executives submitted to training, working in the State of São Paulo. The survey results indicate the sophistic art elements as key factors in building the organizational image to competitive advantage of reach.

Reflexivity and Criticality in Undergraduate Education in Management

ID: 40883

Authors: André Luiz Kopelke, Sérgio Luís Boeira.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 78-95, January-March, 2016. 18 page(s).

Keyword: Criticality , Curriculum guidelines , Epistemological diversity , Reflectivity , Undergraduate in management

Document type: Article (Portuguese) Show Abstract

The study aims to hypothesize that there is a gap in management education with regard to reflexivity and critical thinking and, consequently, the need for empirical studies and new essays that enable consistent evaluations of courses aimed to updating them. The National Curriculum Guidelines (DCNs) establish technical and reflective skills to the graduates of the courses. But the curriculum matrices seem to prioritize technical content, rather than reflexive, ethics, creative and critical education. As a result, graduates in business administration appear to have limited ability to critically evaluate their actions and limitations to propose solutions to the dilemmas faced by contemporary society. The essay provides an overview of critical thinking in administration, from a pluralistic approach, considering the epistemological diversity of this field of study.

Forms of Learning and Knowledge in the Work of Manicures

ID: 40879

Authors: Shalimar Gallon, Betina Magalhães Bitencourt, Daniela Dietz Viana, Claudia Simone Antonello.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 96-112, January-March, 2016. 17 page(s).

Keyword: Aesthetic Approach , Cultural Approach , Knowledge at Work , Manicures , Practice-based Learning

Document type: Article (Portuguese) Show Abstract

Discussions over the importance of the work are increasing in our society. Nevertheless, certain professionals are legitimized as the most important ones according to economic interests. In order to overcome this conception, we analyze a profession that contribute to society, but do not have the same perceived social value. We study the knowledge acquired in the performance of a particular job and how learning occurs through the practices, based on the assumption that every type of action produces knowledge. The investigation was carried out into two beauty salons in the city of Porto Alegre (RS), in which work seven manicures, in the total. The study was conducted through non-participant observation and not structured interviews, in the period December 2011 to March 2012. It was identified that the professionals adapt most of the techniques taught in the course of manicure. This means that each individual has his way of exercising own work, there is not a right way to do it. The way each manicure plays their activities is only discovered in practice, when she applies her knowledge. This process produces new knowledge and new practice, once actions are both underpinned and constituted by practice.

Strategy and Networks: Aracaju’s Health Food Companies

ID: 40880

Authors: Cristiane Feitoza Dantas, Ludmilla Meyer Montenegro, Florence Cavalcanti Heber.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 113-124, January-March, 2016. 12 page(s).

Keyword: Mission , Network Theory , Objectives , Strategy in Micro and Small Business

Document type: Article (Portuguese) Show Abstract

This article aims to investigate how the micro and small businesses that provide healthy food are structured strategically in networks. This research is qualitative and interpretative, and it was conducted through a multiple case study, with non-probabilistic and by convenience sample. The primary data collection instrument was the semi-structured interview with the owners of two small businesses and one microenterprise that provide healthy food. The results indicated that the companies develop organizational and inter-organizational networks and perform strategic planning, even though it is done informally.

Innovation Competencies in the Automotive Industry

ID: 40881

Authors: Luiz Carlos Di Serio, Silvana Marques dos Santos Pereira, Marcos Augusto de Vasconcellos.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 125-139, January-March, 2016. 15 page(s).

Keyword: Automotive Industry , Competencies , Innovation , Innovation Forum of FGV/EAESP , Innovative Organization

Document type: Article (Portuguese) Show Abstract

This article aims to understand how the automotive industry manages its innovation competencies, based on the methodology of the Innovation Forum of FGV/EAESP, as well as to evaluate the impact of such management on the performance of the industry. As a research strategy, we developed a multiple case study in five automakers. The sources of evidence used were documents and questionnaires. The results showed that automakers have difficulties in generating results through innovation, especially given the iterative nature of the process, which requires the allocation of internal and external resources. In addition, these companies find it difficult to align their innovation strategies and organizational practices. The paper contributes in a practical way, by highlighting the difficulties firms face to manage their innovation processes, and theoretically, by presenting of a diagnostic model of innovation.

Emotional Response to Advertising in Social Media

ID: 40882

Authors: Ivanete Schneider Hahn, Flavia Luciane Scherer, Maria Carolina Serpa Fagundes de Oliveira, Régis Scheid.

Source: Revista Pensamento Contemporâneo em Administração, v. 10, n. 1, p. 140-151, January-March, 2016. 12 page(s).

Keyword: Advertising , Communication , Marketing

Document type: Article (Portuguese) Show Abstract

This study started from the theoretical gap that investigations on advertising in social media usually does not describe the emotions of consumers about the ads. Thus, it was proposed to describe consumer responses to real advertisements exposed in two Facebook communities: an iconic brand and a local brand. Two surveys were conducted. The first was directed to 985 followers of the iconic brand and the second to 233 consumers of a local brand. The results show that (1) the kind of ads does not directly influence the purchase intention or consumption of the product; (2) the belief of followers about the brand affects the emotional response to the ads; (3) sociodemographic characteristics (educational level and gender) were not significant in the analysis of the ads.