COMMUNITY OF ORIGIN EFFECTS ON VIRTUAL BRAND COMMUNITIES PARTICIPANT

The question about the effectiveness of companies in maintaining their own communities versus benefiting from the ones owned by consumers remains open. We examine differences between firm-managed and customer-managed brand communities regarding the impact of perceived psychographic homogeneity, availability of virtual avenues and relationship with the brand on the community's influence on members and the assessments and intentions of community participants. Data were obtained from 555 respondents in two leading Microsoft XBOX brand communities in Brazil. Results indicate that management of the community of origin is the moderator of all considered relationships. Also, the most favorable effects for the company occur in the community that is not directly controlled and managed by the company itself. Brand loyalty, however, is higher for members of the official brand community. Guidelines on how companies can benefit from consumer-managed communities are discussed.

Efeitos da comunidade de origem no participante de comunidades virtuais de marca

Os benefícios das empresas em manterem comunidades virtuais de marca próprias versus os provenientes das comunidades criadas pelos consumidores permanecem desconhecidos. Esse estudo testa o efeito moderador do tipo de gestão da comunidade no impacto da homogeneidade psicográfica percebida, da disponibilidade de avenidas virtuais e do relacionamento com a marca sobre as influências da comunidade e as intenções dos participantes da comunidade. Os dados provêm de 555 participantes ativos de duas grandes comunidades virtuais para o game XBOX no Brasil. Os resultados comprovam que a gestão da comunidade de origem é moderadora de todas as relações consideradas. Apontam, também, que alguns dos efeitos mais favoráveis para a empresa ocorrem na comunidade gerida pelos consumidores. A lealdade à marca, porém, é maior para membros da comunidade oficial. O estudo indica como as empresas podem se beneficiar de comunidades geridas por consumidores.

Decentralization and regionalization: dynamics and conditioning factors for the implementation of the Health Pact in Brazil

Decentralization and regionalization represent constitutional guidelines for the organization of the Unified Health System, which in the last 20 years has required the adoption of mechanisms to coordinate and accommodate federative tensions in Brazil's healthcare sector. This paper analyzes the national implementation of the Health Pact between 2006 and 2010 involving a strategy that reconfigures intergovernmental relations in the sector. The study involved the analysis of documents, official data and interviews with federal, state and municipal managers in the Brazilian states. The content of the national proposal is initially discussed, including its implications for health policy. The different rhythms and degrees of implementation of the Health Pact are then reviewed, with respect to adherence by states and municipalities and the formation of Regional Management Boards. Lastly, the conditioning factors for the multiplicity of experiences observed in the country are identified and the challenges facing progress toward a decentralized and regionalized health system in Brazil are discussed.

IMPLEMENTATION OF PROTECTED AREAS FORCENTRAL CORRIDOR OF ATLANTIC FORESTIN BAHIA: CHALLENGES AND LIMITS

In Brazil, Protected Areas (PAs) are considered the cornerstone for development of national strategies for biodiversity conservation. Considering this point of view we analyzed thirty protected areas belonging to Atlantic Central Corridor of Atlantic Forest in Bahia, aiming to identify and analyze its current level of implementation. Lemos de Sa and Ferreira (2000) methodology which consist of applying a standard scale, where the variation of the level of implementation conforms to a range of 0 to 5 points was used, with appropriate adaptations. After obtaining the data from the implementation level we use the aggregation method of Ward to help visualize the dissimilarity between the protected areas studied. We used an international classification proposed by IUCN (International Union for Conservation of Nature) for that the UCs to be compared with works done in another countries, the UCs considered are in the groups Ia, II, V and VI da IUCN. As results, 50% of protected areas analyzed are reasonably implemented, 40% inadequately implemented, 6.7% are presented only on paper and only 3.3% can be classified as satisfactorily implemented. These areas presents problems in their regularization; deficiency in infrastructure, human and financial resources. Given the results its clear the recurrent fact that conservation areas under study must be effectively implemented and for this to occur environmental policies should be focused on actions to consolidate the goals of conservation strategy.