5th BRICS Trade and Economic Research Network (TERN) meeting: the impact of mega agreements on BRICS

The BRICS TERN – BRICS Trade and Economics Research Network is a group of independent research institutes established four years ago by five think tanks from Brazil, Russia, India, China and South Africa. The main objective of the network is to study different aspects of trade and economic relations amongst these five countries. The purpose of the V BRICS TERN Meeting was to analyze and debate the effects of the negotiations of the Mega Agreements, mainly those initiated by the US and the EU, already in negotiation, to each of the BRICS Trade Policies. Both Mega Agreements were examined – the Trans Pacific Partnership (TPP) and the Transatlantic Trade and Investment Partnership (TTIP). The studies included the main impacts on trade flows and on the international trade rules system, respecting the perspective of each of the countries concerned. This workshop was an initiative of the Center for Global Trade and Investments (CGTI), a think-tank on International Trade held by FGV Sao Paulo School of Economics. Its main objective is the research on trade regulation, preferential trade agreements, trade and currency, trade and global value chains, through legal analysis and economic modelling. One of its main researches, now, is on the potential economic and legal impacts of the Mega Agreements on Brazil and WTO rules. This meeting was organized in March14, 2014, in Rio de Janeiro, in a perfect timing for introducing such issues in the international agenda, in advance of the 6th BRICS Summit scheduled to be held in Brazil in July 2014.

Being ahead of its time the consumer resistance phenomenon: a comparative case study research

As empresas frequentemente negligenciam o fenômeno da resistência dos consumidores, culminando em investimentos em vão que podem comprometer a sustentabilidade financeira da empresa. Em um mundo onde a novidade é solicitada pelo mercado, as empresas impulsionadas por inovação devem perceber se os consumidores estão preparados para receber uma tecnologia disruptiva. Neste cenário, a difusão tecnológica tornou-se um tema importante de debate entre os pesquisadores. A resistência dos consumidores, no entanto, tem sido negligenciada na literatura. Este estudo analisa as características de inovação percepcionáveis que inibem a massa crítica de consumidores a adotar produtos tecnológicos. Além disso, este estudo complementa a literatura atual, fornecendo resultados empíricos e testando a teoria existente. O projeto de pesquisa tem uma abordagem qualitativa de estudo de caso múltiplo, investigando as características mais relevantes de dois produtos tecnológicos disruptivos que foram rejeitados pela maioria dos consumidores, versus outros dois produtos tecnológicos disruptivos que foram positivamente reconhecidos. Os resultados mostram que a compatibilidade com o estilo de vida do cliente constitui o fator mais importante que levanta barreiras para a adoção.