O produtor familiar na pecuária leiteira : limites e potencialidades

The technological change is nowadays, comprehended as a playing field which involves cultural and economic processes of appreciation and depreciation of the social aspects of family unit. The exclusion of small producers from the activity is used as an argument to characterize that in the contemporary intercapitalist competition, the family ways of production take up restrict social positions of a technical progress and of a cultural and economic appreciation. The state, a coparcener of the modernization process, has its relevance as a financing agent, a technical capacitor, an infrastructure propitiator, that is, through macro and microeconomic policies which can create sustainable conditions to permit, mainly, not only the family producer to be inserted in the activity, but, above all, to remain in it. This way, this study aims to identify and analyze the family producer, through its limits and potentialities, with a thesis that this would be the main agent responsible for boosting the Brazilian milk production in quantity and quality. Therefore, results were compared obtained from a field survey with data collection via semi-structured open interviews in a sample of 108 producers effectively respondents, namely: 59 family farmers with active DAP (research focus) and 49 employers producers the municipality of Monte Alegre de Minas - MG. Technological indices were used to identify the developmental stage of the producers, thus allowing a comparative study between them. The field research covered all rural municipality of Monte Alegre de Minas – MG and, the result found that the majority of family farmers presented lower rates than technological employers producers. However, it allowed us to state also that the producer family and assisted by public policies, can be the agent of transformation of dairy farming.

Identidade e imagem da marca: uma análise comparativa em uma empresa do setor de serviços de telecomunicações

In a highly connected society, avid for information and technological innovations, constantly changing the consumption patterns, the brand management strategy occupies a growing place. Allied with the increased competition among companies, the brand that can differentiate in consumers’ minds becomes strong. This aspect is even more important in the service industry, where the consumer experience, the definition and support of the brand’s values are vital to the continued strength of both your identity and image. These aspects are seen as a process of communication in which the way the image is developed in the minds of consumers comes from how identity is constructed and transmitted to them (DE CHERNATONY; DRURY; SEGAL-HORN, 2004). Considering the dynamic and complex scenario, this study aims to identify and analyze the possible convergences or divergences between the identity built by the organization and the brand image perceived by consumers of a telecommunications services company. To achieve this objective, the model proposed by De Chernatony, Drury and Segal-Horn (2004) was used as a theoretical basis, which addresses the transformation of identity in brand image, specifically under the perspective of Pontes (2009). For him, customers are more motivated to buy and consume products that they believe that take a complementary image that they have of themselves, and proposes the existence of multiple selves: the perceived, which refers to the employees and the organization’s management opinions on the brand; the ideal, which deals with effective brand identity thought by its leaders, the vision of what it should be; social, which shows how managers think that consumers see it; the apparent, formed by the image of the brand by customers; and finally the real self, that would be an integrated composite of all of these visions. In this regard, a case study was made in a telecommunications company with regional actions, from a qualitative and quantitative approach. It was identified the company’s vision through semi-structured interviews with marketing managers and analysis of documents related to the brand strategy. The point of view of consumers was addressed for text mining techniques applied to internal unstructured data coming from the collection of posts made on Facebook and Twitter, related to the brand, and customer interaction with the company through these social networks. The results showed the importance of the concepts of identity and brand image, and how they are interrelated. Moreover, the qualitative analysis it was shown that the vision of marketing executives is quite close and in line with the Brand Book, showing that there is a cohesive and well disseminated speech internally in the organization. On the other hand, when evaluating the customer's point of view there was no specific comments on the brand, and it was not possible to identify the evaluation of Algar Telecom image by consumers. Nevertheless, other relevant aspects could be identified for the consolidation of the brand identity, as the occurrence of a number of complaints, especially regarding the internet as well as the concern of customers for the quality of the provision of services.