A comparative study of internationalization potential for Italian SMEs in the fashion industry in Brazil and Russia

Este estudo tem como objetivo desenvolver uma análise comparativa do potencial de internacionalização na Rússia e no Brasil para as PME italianas que operam na indústria da moda. Depois de apresentar ao leitor as principais áreas cobertas, tais como, o contexto, a metodologia e revisão da literatura, é fornecido um panorama macroeconômico das áreas geográficas composto, englobando um estudo específico sobre o estado atual da economia e da demanda para os bens italianos. O estudo, introduzindo o leitor na indústria de moda italiana, suas principais características e o desempenho atual, já evidencia a busca pela internacionalização. As conclusões decorrentes das análises macroeconômicas funcionam como introdução à visão geral da indústria de moda italiana, uma indústria que representa, fortemente, o "Made in Italy" no exterior. A breve análise da história desta indústria, principais características e situação atual irão, então, sugerir que a internacionalização é o caminho mais viável às PME, para se recuperarem dos anos turbulentos da crise. Entre o vasto conjunto de opções geográficas que as PME têm para abraçar internacionalização, este estudo tem como objetivo fornecer duas análises sobre a indústria da moda: o mercado russo e o brasileiro. A análise, com base no quadro de capacidade de ‘resposta internacional’ proposto por Bartlet e Ghoshal (1989), apresenta os resultados de um conjunto de pesquisas e entrevistas realizadas no Brasil, na Itália e na Rússia, sob a forma de uma análise comparativa dos dois mercados-alvo. A análise evidenciará os drivers de mercado, custo, competitividade e legislação que justificam o processo de internacionalização em ambos os mercados. Os resultados levam à conclusão e às recomendações que os dois mercados representam duas oportunidades muito diferentes para as PME da indústria da moda italiana.

International civil society actors in Genetically Modificied Organisms as a field of struggle: a neo-gramscian study in Brazil and the United Kingdom

Since the international financial and food crisis that started in 2008, strong emphasis has been made on the importance of Genetically Modified Organisms (GMOs) (or “transgenics”) under the claim that they could contribute to increase food productivity at a global level, as the world population is predicted to reach 9.1 billion in the year 2050 and food demand is predicted to increase by as much as 50% by 2030. GMOs are now at the forefront of the debates and struggles of different actors. Within civil society actors, it is possible to observe multiple, and sometime, conflicting roles. The role of international social movements and international NGOs in the GMO field of struggle is increasingly relevant. However, while many of these international civil society actors oppose this type of technological developments (alleging, for instance, environmental, health and even social harms), others have been reportedly cooperating with multinational corporations, retailers, and the biotechnology industry to promote GMOs. In this thesis research, I focus on analysing the role of “international civil society” in the GMO field of struggle by asking: “what are the organizing strategies of international civil society actors, such as NGOs and social movements, in GMO governance as a field of struggle?” To do so, I adopt a neo-Gramscian discourse approach based on the studies of Laclau and Mouffe. This theoretical approach affirms that in a particular hegemonic regime there are contingent alliances and forces that overpass the spheres of the state and the economy, while civil society actors can be seen as a “glue” to the way hegemony functions. Civil society is then the site where hegemony is consented, reproduced, sustained, channelled, but also where counter-hegemonic and emancipatory forces can emerge. Considering the importance of civil society actors in the construction of hegemony, I also discuss some important theories around them. The research combines, on the one hand, 36 in-depth interviews with a range of key civil society actors and scientists representing the GMO field of struggle in Brazil (19) and the UK (17), and, on the other hand, direct observations of two events: Rio+20 in Rio de Janeiro in 2012, and the first March Against Monsanto in London in 2013. A brief overview of the GMO field of struggle, from its beginning and especially focusing in the 1990s when the process of hegemonic formation became clearer, serves as the basis to map who are the main actors in this field, how resource mobilization works, how political opportunities (“historical contingencies”) are discovered and exploited, which are the main discourses (“science” and “sustainability” - articulated by “biodiversity preservation”, “food security” and “ecological agriculture”) articulated among the actors to construct a collective identity in order to attract new potential allies around “GMOs” (“nodal point”), and which are the institutions and international regulations within these processes that enable hegemony to emerge in meaningful and durable hegemonic links. This mapping indicates that that the main strategies applied by the international civil society actors are influenced by two central historical contingencies in the GMO field of struggle: 1) First Multi-stakeholder Historical Contingency; and 2) “Supposed” Hegemony Stability. These two types of historical contingency in the GMO field of struggle encompass deeper hegemonic articulations and, because of that, they induce international civil society actors to rethink the way they articulate and position themselves within the field. Therefore, depending on one of those moments, they will apply one specific strategy of discourse articulation, such as: introducing a new discourse in hegemony articulation to capture the attention of the public and of institutions; endorsing new plural demands; increasing collective visibility; facilitating material articulations; sharing a common enemy identity; or spreading new ideological elements among the actors in the field of struggle.

Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil

Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and prospects. In today world´s, a trend has been seen in brands becoming publishers in order to keep up with their competition and more importantly to keep their base of fans and followers. Content Marketing is making companies to engage consumers by publishing engaging and value-filled content. This study aims to investigate if there is a link between brand engagement and Facebook Content Marketing practices in the e-commerce industry in Brazil. Based on the literature review, this study defines brand engagement on Facebook as the numbers of "likes" "comments" and "shares" that a company receives from its fans. These actions reflect the popularity of the brand post and leads to engagement. The author defines a scale where levels of Content Marketing practices are developed in order to analyze brand posts on Facebook of an ecommerce company in Brazil. The findings reveal that the most important criterion for the company is the one regarding the picture of the post, where it examines whether the photo content is appealing to the audience. Moreover, it was perceived that the higher the level of these criterion in a post, the greater the number of likes, comments and shares the post receives. The time when a post is published does not present a significant role in determining customer engagement and the most important factor within a publication is to reach the maximum level in the Content Marketing Scale.

The challenges of repositioning an international brand: a case study on the hospitality industry

Much has been said in the literature about brand positioning, as well as about international branding and their importance on ever more competitive world marketplaces. Concerning repositioning, however, the literature is not extensive, and if the subject has been considered by a few scholars, it has been, as Ryan, Moroney, Geoghehan and Cunnigham (2007) noted “in passing” and “without elaboration”. It is nevertheless considered as an integral part of “strategic competition” (Porter, M., 1996, as cited in Ryan, P., Moroney, M., Geoghegan, W., Cunningham, J., 2007), as well as an element indispensable to corporate transformation (Dunphy, D., Stace, D., 1993, as cited in Ryan, P., Moroney, M., Geoghegan, W., Cunningham, J., 2007). Investigating it further, looking at it in an international setting, and understanding what challenges can arise when an international firm engages in such practice is thus of interest. This is conducted looking at the recent repositioning of Accor´s brand Sofitel from the high-end to the luxury market segment of the hospitality industry.

The Brazilian class C women perception regarding premium mass products in the beauty industry

Recentemente, os mercados emergentes se tornaram um alvo potencial para a indústria da beleza e o Brasil está se tornando um mercado lucrativo para os produtos cosméticos Premium (Euromonitor International, 2013). A população de baixa renda no Brasil representa 70% de seus habitantes ao considerar as classes C, D e E (Barki e Parente, 2010), sendo a classe C representada por 56% da população (Neri, 2012). Este é um mercado potencial para as empresas multinacionais (MNCs), que enfrentam desafios de fazer negócios no país, visto que a classe C opta por gastar parte de sua renda com produtos relacionados a beleza (Silva e Parente, 2007) e ainda há um pouco conhecimento sobre o comportamento de consumo na base da pirâmide. Portanto, o objetivo deste estudo é investigar e descrever o comportamento de consumo das mulheres brasileiras da classe C no setor de beleza, em relação aos produtos Mass Premium, melhorando o conhecimento no que diz respeito a essa população e ao tema proposto. Para atingir esse objetivo, o autor utilizou uma metodologia baseada em uma análise descritivas qualitativa em que foram entrevistadas 20 mulheres de todas as faixas etárias, que pertencem à classe C brasileira e citações foram usadas para fornecer a confirmação dos resultados da análise. Os resultados sugerem que, ao longo dos anos, houve de fato um movimento de trade up no consumo de produtos de beleza. Além disso, foram identificados cinco aspectos principais, que conduzem decisão de compra das mulheres de classe C, no setor de beleza: confiabilidade, qualidade, status, autoestima e bem-estar. Apesar das limitações de um estudo exploratório, espera-se que a pesquisa aumente o conhecimento sobre o mercado da base da pirâmide, especialmente no que diz respeito à indústria da beleza.

Applying supply chain management models in the banking industry: a brazilian case analysis

The study presents the results and recommendations deriving from the application of two supply chain management analysis models as proposed by the Supply Chain Council (SCOR, version 10.0) and by Lambert (1997, Framework for Supply Chain Management) on the logistics of cash transfers in Brazil. Cash transfers consist of the transportation of notes to and from each node of the complex network formed by the bank branches, ATMs, armored transportation providers, the government custodian, Brazilian Central Bank and financial institutions. Although the logistic to sustain these operations is so wide-ranged (country-size), complex and subject to a lot of financial regulations and security procedures, it has been detected that it was probably not fully integrated. Through the use of a primary and a secondary data research and analysis, using the above mentioned models, the study ends up with propositions to strongly improve the operations efficiency