Gestão do marketing de relacionamento: um estudo em empresas hoteleiras de Natal - RN

The present study it analyzes the Management of the Marketing of strategy Relationship as distinguishing for the host s companies of the city of Natal - RN. To carry through this analysis interviews with managers had been carried through, as well as the direct comment of processes, documents, actions and strategies developed for the hotels, with intention to know the level of perception and valuation of the relationship with customers, to verify resources and technologies used in the Management of the Relationship Marketing, identification, segmentation and differentiation of customers, personalization of products and services, and results of the emphasis in the relationship with customers for the host s companies. The research can be classified as exploratory - descriptive, and its universe is limited to the city of Natal, having enclosed hotels that have carried through tourist activity in 2005 and 2006. Still on the criteria of election of the sample, the study it investigated host s companies who if fit in the category superior luxury, or either, five stars, pertaining the national nets and international. How much to the treatment and analysis of the data the was made to leave of the theoretical support of the authors who work the thematic one and of the analysis of the interviews with managers, documents and processes observed for the researcher in the studied hotels. The research sample that the interviewed ones understand the importance to work the Management of the Marketing of Relationship in the host s companies me intention to get sustainable competitive advantage. One still evidenced that the searched hotels make use of strategies and instruments of Management of the Marketing of Relationship, however without an ample theoretical knowledge and yes only as base in the experience of the managers and spread processes already, generating one moment competitive advantage and not relationships of long duration

O modelo de gestão estratégica do Ministério Público do Estado do Rio Grande do Norte: a análise da implantação do Balanced Scorecard

The goal of this research was to analyze the model of strategic management of the MPRN concerning the methodological guidelines presented by Balanced Scorecard. It is based in a theoretical referential which contemplates the themes, new public management, strategic management and Balanced Scorecard, focusing on applying the methodology in the public sector. This research is classified as descriptive and exploratory. According to the methods applied, it is a case study and, according to its approach, it is qualitative. The subjects of this research are members of the institution involved in the process of its strategic management. The data was collected by means of semi-structured interviews and document analysis, done by means of method content analysis. Concerning the goal of this research, it points out that the MPRN has not concluded the implantation cycle of Balanced Scorecard, furthermore, important flaws in the steps of organizational alingment have been identified, specially when it refers to communication policy, implementing incentive actions and focused training in developing competences. It yet reveals that the implantation of BSC has allowed the introduction of changes in the Institution dynamics to seek better results, however the MPRN has faced and has not adequately gotten over the same difficulties reported in various cases of BSC implantation in public organizations

Processo de implantação de um sistema integrado de gestão em uma organização pública à luz da teoria da hospitalidade :um estudo de caso

In the present time, public organizations are employing more and more solutions that uses information technology in order to ofer more transparency and better services for all citizens. Integrated Systems are IT which carry in their kernel features of integration and the use of a unique database. These systems bring several benefits and face some obstacles that make their adoption difficult. The conversion to a integrated system may take years and, thus, the study of the adoption of this IT in public sector organizations become very stimulant due to some peculiarities of this sector and the features of this technology. First of all, information about the particular integrated system in study and about its process of conversion are offered. Then, the researcher designs the configuration of the conversion process aim of this study the agents envolved and the moments and the tools used to support the process in order to elaborate the methodology of the conversion process understood as the set of procedures and tools used during all the conversion process. After this, the researcher points out, together with all the members of the conversion team, the negative and positive factors during the project. Finally, these factors were analysed through the Hospitality Theory lens which, in the researcher opinion, was very useful to understand the elements, events and moments that interfered in the project. The results consolidated empirically the Hospitality Theory presumptions, showing yet a limitation of this theory in the case in study

Gestão de centros históricos: uma avaliação da política de requalificação urbana de Natal/RN

From the second half of the century XX, in many Brazilian cities, the "historic centers" stop being the most densely populated areas of the city, accumulate degradation of the built environment and its functions have physical, social and economic resignified when also intensified interventions in these same centers Historic focused its redevelopment. This work aims to reflect on the experience of urban regeneration in the historic center of Natal, addressing the strategies adopted in the implementation of public policies and how these improve the effectiveness of actions, processes and outcomes for which turn the management of the historic center in question. In Natal, is identified in the neighborhoods of the Upper Town and Ribeira, the historic city center, a large distortion of their ancient architectural complex, the use of sub-urban infrastructure and emptying in the evenings and weekends. Shares redevelopment of the historic center of Natal are considered late, it is only recently that these neighborhoods were objects of policies and projects generally aimed at enhancing the cultural attraction of the area, and not always, it can be said that they have relevance in development process of the city. Added to this, there is the slowness of the interventions, although the zoning as an area of historic preservation has been done for over two decade. In Natal, the ideas of sustainable development articulated a proposed redevelopment of its historic center is still far from being achieved, but on the other hand, the latest phase of implementation of plans and projects in the area, indicating the intention to transform practical experience in the formulations and proposals in relation to these ideals

A gestão participativa em administrações municipais:as experiências de Natal e Maceió

Our object is to analyze the experiences in participative management in the cities o Natal and Maceió. The center of our interests is to evaluate if the operational changes in public administration in Brazil have really caused transformations in the municipal government which tend to constitute democracy in our country. The enlargement of civil society participation experiences in public management (at least as a proposal) has led to a great diversity of results even when executed by individuals from the same political party or with the same ideological interests. Thus, we investigate why the participative management process takes place in different forms even when the managers belong to the same party and share the same ideas. We based our analysis in the analytical scheme developed by Esping-Andersen (1991) in his studies about the cause for different welfare states in the world. We defend the thesis that the specifities in management are explained through an integrative analysis between the capacity of organization existent in society, the kind of govern coalition and the institutional legacy present in both cities. The complete analysis of the two experiences studied shows that there are similarities specially in the mayors government forms and in the importance they give in their speech to the participation of society as the element which sustains the management. Nevertheless, although both mayors are connected to the political party project, there are also differences in the advance of such process mainly because of the basis work performed by the left party among the popular movement, the kind of govern coalition which has been developed in the city and by the institutional legacy left by the former administration

A implementação do programa Gestão nota 10 no sistema municipal de educação em Mossoró/RN (2005 a 2009)

This research work is focused to show the changes in educational administration from the agreements between the Mossoró / RN and the Ayrton Senna Institute IAS, for education provision. Nowadays, the partnership policy is a constitutive element of the reform of the Brazilian State, which dropped its action on social policies and to strengthen its regulatory role, encouraging private participation in planning, preparation and implementation of public policies, new printing setting the political-social. In this context, the 10 Note Management Programme, developed by the IAS, is part of the neoliberal logic of modernization of public school systems, focusing on results and developing strategies for control and regulation of schools work and its efficiency, effectiveness and greater productivity. The 10 Note focuses on two dimensions: the management of learning and teaching in networking, in a managerial perspective to overcome the culture of failure (expressed as age-grade, dropout and repetition rates in) and implantation of culture of success (as measured in the improvement of the indices). To understanding the process, we have delimited as the object of study, the process of implementing them mentioned program in the city, which its objective is to analyze implications for the school community from the perspective of democratic management, adopting the dimensions of autonomy and participation in institutional processes as a criterion of analysis. From a methodological point of view, the survey was conducted from a literature review and documentary about educational policy developed in the country since the 1990´s, seeking to understand, in a dialectical perspective, the political dimensions of teaching, training and performance of the subjects involved in the school work. Besides the empirical observation, it was also used semi-structured interviews with a methodological tool for gathering information and opinions about the partnership and the implementation of the 10 Note Management Program in the county. The interviewee participants were ex-former education managers, coordinators, school managers, secretaries and teachers. Regarding the dimensions inside the analysis (autonomy and participation), the research led to the conclusion: that GEED, under the guidance of IAS promoted regulation of school autonomy, set up the selection process for exercising the office of school administration and system awards to schools, pupils and teachers, subject to results, there is mismatch between the managerial logic and the democratic management principles, that the ideological discourse of modernization of municipal management coexists with traditional practices, centralizing patronage, which ignores the democratic participation in the school decisions processes, the goals of the partnership were partially achieved, since that the city has improved over the approval and dropouts, although the approval of the Education Municipal Plan of the rules institutional (administrative, financial and educational) and the creation of the Councils observed that the school community participation is still limited, not being characterized as a coordinated intervention, capable of promoting the transformation and improvement its quality in the county. In the same way, the orientation of networking is a limit to the autonomy of schools, given the external definition of goals and strategies to be adopted, along with pressure exerted through the accountability of each school community for their achievements

Gestão democrática da educação: a eleição direta para dirigentes de escolas públicas de educação básica do Rio Grande do Norte (2003-2006)

Este trabajo es el resultado de un análisis de la política de gestión de la educación básica en el estado de Rio Grande do Norte (RN) y tuvo como objetivo presentar un estudio sobre la construcción e implementación del proceso de elección directa para elegir a los dirigentes de escuelas públicas de educación básica en las escuelas públicas durante el período 2003 a 2006. Partió de la suposición de que las elecciones para la escoja de los líderes escolares mediante el voto directo de la comunidad se presenta como un importante instrumento a través del cual se debe garantizar el derecho de participación a los diferentes segmentos de la escuela contribuyendo con el proceso de consolidación del proceso democratización de la gestión de escuela pública en ese Estado. Optamos por realizar una búsqueda dentro de un enfoque histórico-crítico, basado, teórico-metodológicamente, en el materialismo dialéctico. A partir de los objetivos y de los temas que guiaron el proceso de investigación, se consideró adecuado adoptar procedimientos de estudio y de recogida de informaciones y análisis bibliográfico y documental y, la realización de entrevistas semi-estructuradas. Los resultados muestran que la construcción del Documento de la Gestión Democrática definiendo la elección directa como una opción de los administradores de la escuela bien como su implantación ante las escuelas del estado sucedió basado en los principios democráticos. Además, los líderes elegidos directamente de las escuelas, la creación del Consejo Escolar (CE) y la institución de la Asamblea General de la Escuela demuestran la adopción de un modelo de gestión de la educación pública del estado que contribuye con el proceso de democratización de la gestión escolar. Por último, es evidente la necesidad de cualificación en el proceso democrático y la participación de varios sujetos involucrados en el proceso de gestión también incluidos los miembros del Consejo Escolar

As relações de poder na gestão da Escola Estadual Presidente Kennedy em Natal/RN: as ações decisórias dos órgãos colegiados - o conselho de escola e o caixa escolar

The present study examined the relations of power in the management of the Escola Estadual Presidente Kennedy, including the deliberate decisions on the School Council and School Fund, which guided the organization of the school. We sought to understand the management models that influenced the school organization, promoting contradictions in the decision making process. The school management is intensely marked by management models from the business logics as in the case of managerialism of bureaucracy. The formulation of educational policies based on managerialism has proposed a school-centered management with intense accountability of the school community in planning and monitoring the public services. The influences of these models subsidize hierarchical power relations that undermine the actions of decision-making of the collegiate bodies for the democratization of school management. To develop a research on the power, the investigation was based on studies of Bourdieu and Foucault. These authors understand the power in a relational system in a double sense, both in terms of discipline and the possibility of resistance. A theoreticalmethodological matrix was developed focusing on literature review, document analysis, structured interviews with twelve representatives of the segments belonging to the School Council and School Fund, as well as observations in meetings with the production of field notes. It was found that power relations experienced in the organization and activities of the school boards are marked by changes in public management over the years, promoting the contradictions between the concepts of corporate management originated in the business logics and the perspective of democratic management subsidized by official legislative documents at the national and state levels. The observations in meetings and analysis of the records showed that representatives related to management (president and manager of the school) have a privileged position with regard to exposure of their propositions, and are more likely to take a position in the political game of the collegiate bodies of work. It was also seen that the irregularity of meetings, particularly of the School Fund meetings, limits the experience of operation of the representatives in discussions concerning the planning and monitoring the actions of school management. Reports from representatives of the School Council showed that certain segments related to the management recognize their power of decision, however others have little interfere in the decision-making process in order to expound the desires of those who are represented by them. In the School Fund, the analysis of the records and interviews showed restricted moments of the meeting of representatives, and these only being aimed at choice or approval of the implementation plan prepared by the school management. The results showed no indications of moments of reflection to study the best chance for applicability of resources. This collegiate body (School Fund) has a questionable action when planning and monitoring the applicability of the financial resources of the School. To sum up, it was found that the Escola Estadual Presidente Kennedy still lives hierarchical power relations that undermine the institutionalization of democratic management in the various representative segments may take place in the game of political decision-making processes necessary for the organization of the school

Gestão escolar e alfabetização de crianças na escola pública

Dans le scénario actuel marqué par l'insuccès de l'école publique en alphabétiser les enfants, l'objectif de cet étude est d'analyser, dans le cadre d'une école publique (dont les enfants, d'après les numéros officiels, deviennent lettrés au cours des trois premières années), des actions de gestion scolaire qui favorisent le processus d'alphabétisation. Pour cela nous suivons les principes de la méthode qualitative et adoptons l‟études de cas. Le terrain empirique est une école publique de la ville de Parnamirim (RN) et les sujets sont sa directrice, la vice-directrice, trois enseignantes des trois premières années de l'enseignement fondamental, deux coordinatrices pédagogiques, deux parents et six enfants. Pour la construction des données nous adoptons le questionnaire, l'analyse documentaire, des entretiens semi-dirigés et l'observation non-participante. Les fondements théoriques qui servirent de jalon à nos interprétations se retrouvent dans les conceptions actuelles de gestion éducationnelle et d'alphabétisation, ainsi que sur le processus d'apprentissage et de développement et pratique éducative. Dans cette étude, le concept de gestion est pris comme manière de dépasser la perspective bornée, bureaucratique, comme condition fondamentale de la qualité d'enseignement et de transformation de la propre identité des écoles, des systèmes d'enseignement et de l'éducation brésilienne; un concept déposé sur (et à partir de ) la mobilisation dynamique des sujets humains organisés collectivement. L'alphabétisation d'enfants est comprise en tant qu'enseignement-apprentissage du langage écrit dans une processus qui entoure deux dimensions indissociables: l'appropriation du système d'écriture alphabétique et le développement d'habilités/pratiques textuelles, dont les spécificités de développement impliquent systématisation et internationalité, caractéristiques de l'école en tant qu'institution éducative. A travers l'analyse des données fondé en quelques principes de l'analyse de contenu nous constatâmes que la gestion de l'école objet de la recherche, bien que marquée par des contradictions, développe des actions qui exercent un rôle fondamental dans les processus et résultats de l'apprentissage de l'écriture par les enfants. Ayant identifié les actions, nous construisîmes les catégories suivantes: 1) Actions relatives à l'organisation de l'école comme institution; 2) Actions relatives à organisation du processus enseignement-apprentissage; et sous-catégories: 1.1 Création et manutention d'infra-structure adéquate; 1.2 Promotion du travail collectif et autonome des professionnels; 1.3 Construction/formation permanente de l'équipe de professeurs; 1.4 Participation des parents dans la dynamique de l'école; 2.1 Disponibilité de ressources pour l'apprentissage; 2.2 Systématisation de la planification du processus enseignement-apprentissage e 2.2.1 Systématisation de l'évaluation de l'apprentissage. La catégorisation construite, bien que sa réflexion, signale que les actions qui favorisent l'alphabétisation des enfants s'approchent des conceptions d'une éducation de qualité sociale et de la démocratisation de l'éducation, bien que la propre institution de la gestion de l'école ne soit, pas encore, démocratisée. Notre étude réaffirme que la gestion de l'école, comme tout pratique humaine et sociale, a un caractère essentiellement contradictoire, inachevé et lacunaire, mais qui, jusqu'aux limites des contradiction, l'on trouve des possibilités, mises en évidence dans les actions de la gestion intimement articulées avec le succès de l'apprentissage et qui, par conséquent, peuvent construire une référence pour la réflexion sur les pratiques de gestion de l'école engagées engagée avec l'apprentissage et avec l'alphabétisation des enfants

Gestão democrática: autonomia e participação na Escola Estadual 11 de Agosto Umarizal/RN

The object of analysis of this work is the implementation of the election of director in the State School August 11, situated in the city of Umarizal, State of Rio Grande do Norte, period 2005-2008. The understanding of the politics concerning the school democratization, triggered in Brazilian society in the 1990s, requires taking into consideration the changes occurring in recent decades in the national and international, which impressed significant changes in the role and functions of the state. The election of a director is part of the policy of administrative decentralization and educational reform that focuses on the democratization of the management of public education with the involvement of social actors in decisions within the educational institutions as a way to address the problems that hinder the actions management education, especially school management. To better understand this process of political democratization of school management developed our analysis seeking to answer the following questions: implementation of direct election for a director ensures democratic management in schools? What are the ramifications for the school, caused by direct election on the school autonomy and participation of the subjects in school processes? From these questions, we set as standard for analysis of democratic management in schools of two dimensions: participation and autonomy within the school. For this we take as a theoretical and methodological literature: Pateman (1992); Rousseau (2010); Bourdieu (2007), Castoriadis (1991); Macpherson (1978); Marx; Engels (2007), among others dealing with participation, autonomy, decision power and election of director, and guidelines dealing with the democratization of school management. As data collection procedure, we use the semi-structured interviews and analysis of meeting minutes of the School Council and the Minutes of the final results of elections, to understand the empirical aspects of the implementation of the election of a director. The survey results indicate some progress and setbacks regarding the participation of subjects from issues relating to the school's educational project. Also underline the political interference as a factor crystallizer the centralization of power in the figure of the director as well as the advancement of the spaces that nurture the mobilization of political debate on the democratization of management. About the extent of autonomy observed that social actors to relate predominantly to the power of decision and the involvement of subjects in the school's actions

O trabalho do gestor escolar: intensificação e implicações administrativas e pedagógicas na gestão da escola

Analyze the work of the school manager who now faces the changes experienced in school management for the last two decades. We propose that there have been changes in school management that have generated a larger number of activities to be developed by managers, causing both the intensification of work and a greater involvement of professionals in the financial-administrative dimension of their work in opposition to the political and pedagogical dimension. This study has a historic-critic approach. That is why we performed semi-structured interviews with school managers of the city schools in Natal RN, BR as a methodological procedure. We also analyzed the literature as well as the documentation relevant to this subject. From the study it was possible to conclude that changes in the field of school management and also teaching have led to an intensification of work of school managers and that such changes have not been followed by corresponding improvement in working conditions and teaching career of these professionals. They, as a rule, are considered by controlling agencies and by the school community as the primarily responsible for the school condition and for creating actions or projects that may improve the institutional objectives and results, including even the maintenance of the institution. Moreover, the growing number of administrative activities represents for obvious reasons extra work for these managers, who, when trying to cope with the growing bureaucratic situations, end up misplacing other political and educational aspects of school work, which may undermine the final purpose of school itself. We stress that we must broaden the discussions on the functions of the school manager, so that this worker can actualize a pedagogical project more committed to an emancipatory nature, despite all the challenge in keeping the school running in often-precarious conditions

Revelações e contradições entre concepção e gestão do currículo em um curso técnico no IFRN, na modalidade de educação de jovens e adultos

This dissertation reports the results of a research which has aimed to analyze the senses attributed to the curriculum by the students of the Technical Course of Computation Maintenance and Support, organized through the Programme of Integration of the the Professional Education with the Basic Education in the Youngster and Adult Education Modality (PROEJA), at Instituto Federal do Rio Grande do Norte (IFRN), Campus Santa Cruz. It has been sought to know who the students are and to investigate their curriculum conceptions, on which the this investigation has been based on. Thus, those senses attributed by the students on their narratives have been compared to the official proposed curriculum for the Programme and to the curriculum implemented by IFRN. The current research follows the qualitative approach being led by a study case and life stories methods. In order to effective that approach, two data collecting instruments have been developed: questionnaires and semi structured interviews. The collected data has been complemented by the legal and institutional documents analysis. This study is derived from the presupposition that PROEJA s students, although are able to access school after the educational system restructuration, are still facing difficulties during their courses because of the excluding and traditional curriculum, decontextualized with their personal and work life, that is, without curriculum integration. This study has accomplished PROEJA s students characterization presenting important data for the integrated curriculum construction at IFRN and revealing that the students consider the Programme as inclusive. Nevertheless, the practices concerned to the democratic construction of the curriculum and its dialogical action indicate partial inclusion, considering that, in order to include those students indeed, it would be necessary to include them to the institutional and academic context. Contradictory situations have been detected on the course pedagogical project, considered traditional and decontextualized, especially regarding to methodological aspects. The research also allowed to increase PROEJA s investigation field as well as to contribute with a better implementation of the Programme as curricular proposal bonded to Basic and Professional Education in the Youngster and Adult Modality Education Modality

A intenção e o gesto :ações gerenciais de enfermeiros em espaços hospitalares

The present study analyses the supervisory practice of the nurse in the hospital environment. It has, as its main objective identify the use of planning, supervision and evaluation, as managerial instruments in the daily nursing practice. It tries also to identify the importance given to these instruments in their supervisory actions and the difficulties encountered in their use. It deals with an exploratory and analytical investigation with a qualitative approach having as its main point of analysis the principles of strategic planning. In order for it to be done 10 nurses were interviewed, distributed in three public hospitals in the city of Natal/RN. The results show that, although the nurses recognize the importance of the managerial instruments, they do not put them into practice in an effective and systematic way. They justify it because of the existence of personal, professional and institutional difficulties. On the other hand we could conclude from what they say that there is the desire to overcome the eminently burocratic vision of the management. Thus, they express a feeling for change and point in the direction of looking for ways that will contribute to innovate this practice

Desenvolvimento de um sistema de planejamento, gestão de serviços e controle de custos em obras de construção civil

The increasing competitiveness of the construction industry, set in an economic environment in which the offer is now greater than the demand , causes the prices of many products and services, are strongly influenced by the processes of production and the final consumer. Thus, to become more competitive in the market and construction companies are seeking new alternatives to reduce and control costs, production processes and tools that allow for close monitoring of the construction schedule, with the consequent compliance deadline with the client. Based on this scenario, the creation of control tools, service management and planning work emerges as an investment opportunity and an area that can promote great benefits to construction companies. The goal of this work is to present a system of planning, service management and costs control that through worksheets provide information relating to the production phase of the work, allowing the visualization of possible irregularities in the planning and cost of the enterprise, enabling the company to take steps to achieve the goals of the enterprise in question, and correct them when necessary. The developed system has been used in a piece of real estate in Rio Grande do Norte, and the results showed that its use together allowed the construction company to accompany their results and take corrective and preventive actions during the production process, efficiently and effective

Inovação e gestão do conhecimento no setor petrolífero do RN

Este trabalho apresenta um estudo da Gestão do Conhecimento (GC) no sistema petrolífero do Rio Grande do Norte, considerando possíveis inovações resultantes dessa gestão. Inicialmente, foi feita uma abordagem com relação as características do sistema de petróleo e gás do RN, com base em conceitos disponíveis na literatura. Visou atender aos seguintes objetivos: diagnosticar a rede de empresas do setor petrolífero do RN, identificando qual o estágio de GC em que elas se encontram; identificar e avaliar as práticas de GC utilizadas internamente na Petrobras e nas suas interações dentro da aglomeração; caracterizar a ocorrência das relações entre a UFRN (Universidade Federal do Rio Grande do Norte) x Petrobras. Para alcançar tais objetivos foi desenvolvido um formulário baseado em indicadores de GC e na PINTEC2005 (IBGE), o qual foi aplicado em três grupos: PETROBRAS, Fornecedores da PETROBRAS e UFRN. Como resultados obtidos têm-se: uma análise da GC na PETROBRAS, da GC nos Fornecedores e da cooperação para inovação entre os participantes do sistema, sendo apresentado um estudo da parceria para inovação entre a UFRN x PETROBRAS. Conclui-se que o sistema é uma aglomeração e que apresenta características de um Cluster. Conclui-se ainda que a GC na PETROBRAS encontra-se em fase avançada de implantação no âmbito da corporação, e a parceria entre UFRN e Petrobras pode ser utilizada como modelo de sucesso de integração entre empresas e instituições de pesquisa. Ao final são apresentados, em especial, os resultados obtidos com relação à gestão do conhecimento para a inovação na rede de empresas que operam o sistema petrolífero no Rio Grande do Norte, objetivo principal desta dissertação