Editorial

ID: 3797

Authors: Cid Gonçalves Filho, Luiz Claudio Vieira de Oliveira, Mário Teixeira Reis Neto.

Source: Revista PRETEXTO, v. 9, n. 2, p. 7-8, April-June, 2008. 2 page(s).

Document type: Editorial (Portuguese)

Innovation and aesthetic design in dynamics capabilities creation: a BTOB case study

ID: 3798

Authors: Carlos Alberto Gonçalves, Euler Alves Brandão, Reynaldo Maia Muniz.

Source: Revista PRETEXTO, v. 9, n. 2, p. 9-38, April-June, 2008. 30 page(s).

Keyword: Aesthetic Marketing , Innovation , Learning Curve

Document type: Article (Portuguese) Show Abstract

This work analyzed innovation factors as strategic intention adopted by one of the largest Brazilian advertising agency, which performance has reached higher rates of growth over the average in its field in the last years. The research was justified on the case study of this agency, which promotes and support several leader companies within highly competitive economic sectors like retail of electronic devices, retail of sporting goods and watchmaker industry, among others. The interaction between this company and its clients is oriented to a continuous search of innovation factors in permanent synergism with aesthetic marketing. The case shows that BtoB in co-evolution combination enhance and accelerate the learning curve, improve dynamic capacities aiming competitive advantages. It showed a permanent search of differentiation to deliver real value for the clients and participation on market share, through management commitments between the BtoB relationships. This study demonstrates that the three different stakeholders: clients, employees and the leaders of the agency advertising - are strongly integrated in innovation process, promoting the common growth for both clients and advertising agency.

Evaluation of the ABNT rules adopted in scientific management journals

ID: 3799

Authors: Nilcéia Lage Medeiros, Vera Lúcia Cançado Lima, Cristiana Fernandes de Muylder.

Source: Revista PRETEXTO, v. 9, n. 2, p. 39-68, April-June, 2008. 30 page(s).

Keyword: Management , Scientific journal , Standardization

Document type: Article (Portuguese) Show Abstract

This paper presents the results of a research on the identification of rules most commonly used for scientific publishing in the area of Management. A documental research was realized on the editorial rules of publishing and submission of scientific papers for the EnANPAD Annals and for eleven journals in the area of Management, classified as of national circulation A or B by CAPES in Qualis. The twelve editorial rules of publishing and submission were evaluated regarding the suggestions contained on five ABNT´s NBR and in the results of the researches described in the theoretical reference. The analysis shows that the majority of the twelve types of scientific publications of Management area adopted the ABNT´s rules, mainly in relation to the citations and references. Some divergences were found in the abstract that were not standardized. We concluded that it is necessary to understand the standards most commonly accepted by the scientific community, and the wideness and adequacy of the ABNT rules. It may facilitate and speed the process of standardization, evaluation, communication, transmission, treatment, and comprehension of the results of scientific researches for the public knowledge.

Gender and innovative behavior: assessment of a model of fashionable clothing preference by college students

ID: 3800

Authors: Plínio Rafael Reis Monteiro, Ricardo Teixeira Veiga.

Source: Revista PRETEXTO, v. 9, n. 2, p. 69-96, April-June, 2008. 28 page(s).

Keyword: Consumer behavior , Fashion clothing industry , Innovations

Document type: Article (Portuguese) Show Abstract

Innovativeness is one of the most relevant topics in consumer behavior, since it is believed that the success of new products and services is partially due to an efficient process of acceptance and diffusion of innovations (ENGEL et al. 1995). Taking into consideration the relevance of this topic and the importance of fashion clothing industry, this study presents a conceptual model of the antecedents and consequences of innovativeness, studying the moderating role of gender on the relationship between observed and latent variables. A descriptive study was carried out based on a survey of more than 850 students of a big Brazilian city. The results supports the hypothesis derived from literature review and suggest differences in fashion consumer behavior by gender. The model highlights one positive impact of materialism on fashion consumption and a negative effect of age on this construct, especially among men. In the light of the results, theoretical and practical implications are proposed and suggestions for research avenues are outlined.

Marketing Strategies: a practical study

ID: 3801

Authors: Danilo Oliveira Sampaio, André Francisco Alcântara Fagundes.

Source: Revista PRETEXTO, v. 9, n. 2, p. 97-116, April-June, 2008. 20 page(s).

Keyword: Co-operative , Marketing , Planning , Strategy , SWOT

Document type: Article (Portuguese) Show Abstract

This work aimed at the study of the administration of the Cooperative of Economy and Mutual Credit of the Professionals of the Health of Viçosa and Area - Viçosa Unicred, as form of generating an improvement in the businesses and like this to enlarge the social picture of the cooperative. It was used as methodology the descriptive and qualitative research through case study. The research methods used they were the participative approach and the questionnaire driven from Viçosa Unicred to the cooperated 430 (size of finite sample). The theoretical study approached marketing bibliography and strategy, detaching the analysis of the SWOT matrix. It was concluded that the cooperative Viçosa Unicred would have to establish more effective criteria for the communication of your objectives and goals to those cooperated, and that the SWOT matrix was shown efficient in what it plays to the support to the making of decision.

Organizational learning, leadership, responsibility: propulsive and inhibitory factors

ID: 3802

Authors: Nildes R. Pitombo Leite, Luz Marina Aparecida Poddis de Aquino.

Source: Revista PRETEXTO, v. 9, n. 2, p. 117-142, April-June, 2008. 26 page(s).

Keyword: Inhibitory factors , Leadership , Organizational learning , Propulsive factors , Responsibility

Document type: Article (Portuguese) Show Abstract

This article aims to understand and present the observed relationships between organizational learning, leadership and responsibility, as well as the dynamic interaction between them. This is a case study in a group of national organizations in the petrochemical industry, called Group ALOR, conducted with a longitudinal cut along the period of twelve months, not consecutive. Were collected primary data through direct observation and participant, involving, twenty-seven executives of the first and second levels, these three organizations and secondary documents of the Group and specific to each of these organizations. The interpretation of primary data took place from the categorization according to Bardin (1977). The results show, based on speeches from executives, propulsive factors of learning mainly focused on the three organizations, while the inhibitors, more forward-Group ALOR, especially focused on the top executive is his way to lead and commit to the organizational learning.