O MARKETING SOCIAL E A PROMOÇÃO DE MUDANÇAS ESTRUTURAIS NO ALEITAMENTO MATERNO

Para avaliar as implicações práticas em relação ao comportamento do aleitamento materno, relativamente à dimensão dos problemas estruturais no âmbito do marketing social, foi desenvolvida uma investigação qualitativa exploratória, fundamentada na perspetiva do Modelo Ecológico Social (Social Ecological Model - SEM), por meio de entrevistas em profundidade com consultoras e conselheiras de lactação em Portugal. O conteúdo dessas entrevistas revelou algumas das principais barreiras ao aleitamento materno, no que respeita aos problemas estruturais e no âmbito do marketing social.

THE INTERNATIONAL GROWTH OF A SOCIAL BUSINESS: A CASE STUDY

ABSTRACTIn developing countries, initiatives have often been undertaken in order to fight social and environmental problems. Since the 1990s, an increase can be seen in corporate social responsibility actions, as well as increasingly strong activities by civil society organizations. Tweenty years ago, companies and civil society organizations stood wide apart from each other, with often conflicting agendas and resistance to mutual collaboration. This reality has changed significantly. Besides the phenomenon of cross-sector partnerships, we can also observe the expansion of a particular organization type, i.e., the social business, which combines two objectives that were previously seen as incompatible: financial sustainability and the generation of social value. This article aims to discuss the factors that influence the results of a social business operating in three countries: Botswana, Brazil and Jordan. The results allow understanding the challenges involved in constructing social businesses in developing countries as well as a better understanding of the very nature of those businesses, considering the social realities where they operate.

Cidade à venda: reflexões éticas sobre o marketing urbano

A partir de uma exposição e discussão conceitual sobre marketing urbano, este artigo propõe uma reflexão dos limites éticos da incorporação das estratégias de marketing pelas cidades, que, a partir dos anos 1990, vêm adotando de forma explícita conceitos de marketing, tanto para a melhoria de sua imagem internamente, quanto, e principalmente, para potenciais investidores. Uma das razões para o emprego de estratégias de marketing urbano é posicionar a cidade perante a um mercado globalizado de fluxos de pessoas, investimentos e informações. Os críticos contrários à estratégia argumentam que isso transforma a cidade em mercadoria; os favoráveis, que é ferramenta inovadora para articulação entre agentes públicos e privados, objetivando a melhoria socioeconômica das cidades e conseqüente atendimento do interesse coletivo.

Climate strategies of firms in the automotive and pulp & paper industries in Brazil: insights from an international perspective

This article focuses on the results of the final stage of research into the climate strategies of firms in the automotive and pulp-and-paper industries in Brazil, a country that is becoming increasingly important also in terms of climate change issues. In the first stage, the Climate Strategy Model (CSM) was developed to assess whether firms were adopting the necessary practices to assure the successful implementation of climate strategies. In the second, the CSM was applied to firms in the above mentioned industries that were chosen because of their important role in the domestic economy. In the final stage, interviews with executives of these firms were conducted to identify root causes of climate strategy implementation deficiencies and obtain new insights from an international perspective.

Programas de marketing social: proposição e exame de uma estrutura conceitual de avaliação de resultados

A área de marketing tem sido cada vez mais demandada a prestar contas de suas ações, na forma de avaliação dos investimentos realizados. No marketing social não é diferente. O presente estudo examinou propostas de avaliação de programas de marketing social, em busca do que seria uma estrutura conceitual ideal para esse tipo de avaliação, a partir da literatura, prática de mercado, opinião de experts e exame empírico da proposta em dois diferentes estudos de caso, o programa Novo Sinal, da Prefeitura Municipal de Porto Alegre e os programas de imunização do Centro Estadual de Vigilância em Saúde do Governo do Rio Grande do Sul. A metodologia, qualitativa em sua essência, fez uso da técnica Delphi, entrevistas em profundidade e estudo de casos. A estrutura conceitual desenvolvida engloba as dimensões de avaliação de Input, Processo e Resultados, com respectivas variáveis e indicadores para cada dimensão, e ao longo de cujas dimensões a avaliação ética se faz presente, mas ainda de difícil avaliação na prática cotidiana dos profissionais de marketing social.

The convergence of the Central American countries to International Accounting Standards

Abstract: In the last few decades, Central American countries are making a significant effort in order to modernize their governments' legislation both on financial management and systems of financial information. In this sense, these countries aim to enhance the quality of public financial information in order to improve decision-making processes, decrease the level of corruption, and keep citizens informed. In this context, the purpose of this paper is twofold. Firstly, to assess the degree of similarity of the financial information that is being developed by Central American governments with regard to the recommendations set up by Ipsas, and secondly, to analyse the efforts and the strategies that those countries are carrying out in the process of implementing those standards. To determine the differences in the information containing the annual financial statements issued by national public authorities and the recommendations set up by Ipsas we conducted a deductive content analysis. In view of the results we can say that the quality of annual financial statements presented by the countries in Central America, in comparison to the recommendations by the Ipsas concerning Ifac information, is not enough. Hence, in order to operate significant changes, it is still necessary to create new strategies for the implementation of the Ipsas.

Validação para o português do "International Consultation on Incontinence Questionnaire - Short Form" (ICIQ-SF)

OBJETIVO: Traduzir e validar para a língua portuguesa o questionário de qualidade de vida condição-específico denominado International Consultation on Incontinence Questionnaire - Short Form (ICIQ-SF) em pacientes com incontinência urinária. MÉTODOS: Duas traduções independentes do ICIQ-SF foram feitas por brasileiros, fluentes na língua inglesa. Após harmonização das mesmas, a tradução resultante foi retrotraduzida independentemente por dois nativos de países de língua inglesa. As diferenças foram harmonizadas e pré-testadas em um estudo piloto. A versão final do ICIQ-SF para o português, bem como a versão em português do King's Health Questionnaire (KHQ) foram aplicadas simultaneamente em 123 pacientes consecutivos com queixa de incontinência urinária (29 homens e 94 mulheres) que procuraram o laboratório de uroginecologia e o serviço de urodinâmica de um hospital universitário, localizado em Campinas. Foram testadas as propriedades psicométricas do questionário, como confiabilidade e validade de constructo. RESULTADOS: A idade mediana foi de 53 anos (intervalo de 16 a 86 anos). O período médio de reteste para o ICIQ-SF foi de 14,37 dias (intervalo de seis a 41 dias). Nenhuma alteração do formato original do ICIQ-SF foi observada no final do processo de tradução e adaptação cultural. A consistência interna foi alta, como demonstrado pelo coeficiente alfa de Cronbach (0,88). O resultado do teste-reteste foi considerado de moderado a forte, como indicado pelo índice Kappa ponderado, cujos valores variaram de 0,72 a 0,75, e o coeficiente de correlação de Pearson que foi de 0,89. A correlação entre o ICIQ-SF e o KHQ foi considerada de moderada a boa para a maioria dos itens, variando de 0,44 a 0,77. A avaliação das validades de constructo e concorrente foi também satisfatória e estatisticamente significante. CONCLUSÕES: A versão para o português do ICIQ-SF foi traduzida e validada com sucesso para aplicação em pacientes brasileiros de ambos os sexos, com queixa de incontinência urinária, apresentando satisfatória confiabilidade e validade de constructo.

Comorbidity adjustment index for the international classification of diseases, 10

OBJECTIVE: To develop a Charlson-like comorbidity index based on clinical conditions and weights of the original Charlson comorbidity index. METHODS: Clinical conditions and weights were adapted from the International Classification of Diseases, 10th revision and applied to a single hospital admission diagnosis. The study included 3,733 patients over 18 years of age who were admitted to a public general hospital in the city of Rio de Janeiro, southeast Brazil, between Jan 2001 and Jan 2003. The index distribution was analyzed by gender, type of admission, blood transfusion, intensive care unit admission, age and length of hospital stay. Two logistic regression models were developed to predict in-hospital mortality including: a) the aforementioned variables and the risk-adjustment index (full model); and b) the risk-adjustment index and patient's age (reduced model). RESULTS: Of all patients analyzed, 22.3% had risk scores >1, and their mortality rate was 4.5% (66.0% of them had scores >1). Except for gender and type of admission, all variables were retained in the logistic regression. The models including the developed risk index had an area under the receiver operating characteristic curve of 0.86 (full model), and 0.76 (reduced model). Each unit increase in the risk score was associated with nearly 50% increase in the odds of in-hospital death. CONCLUSIONS: The risk index developed was able to effectively discriminate the odds of in-hospital death which can be useful when limited information is available from hospital databases.

Prescription, dispensation and marketing patterns of methylphenidate

OBJECTIVE To analyze the patterns and legal requirements of methylphenidate consumption. METHODS We conducted a cross-sectional study of the data from prescription notification forms and balance lists of drugs sales – psychoactive and others – subject to special control in the fifth largest city of Brazil, in 2006. We determined the defined and prescribed daily doses, the average prescription and dispensation periods, and the regional sales distribution in the municipality. In addition, we estimated the costs of drug acquisition and analyzed the individual drug consumption profile using the Lorenz curve. RESULTS The balance lists data covered all notified sales of the drug while data from prescription notification forms covered 50.6% of the pharmacies that sold it, including those with the highest sales volumes. Total methylphenidate consumption was 0.37 DDD/1,000 inhabitants/day. Sales were concentrated in more developed areas, and regular-release tablets were the most commonly prescribed pharmaceutical formulation. In some regions of the city, approximately 20.0% of the prescriptions and dispensation exceeded 30 mg/day and 30 days of treatment. CONCLUSIONS Methylphenidate was widely consumed in the municipality and mainly in the most developed areas. Of note, the consumption of formulations with the higher abuse risk was the most predominant. Both its prescription and dispensation contrasted with current pharmacotherapeutic recommendations and legal requirements. Therefore, the commercialization of methylphenidate should be monitored more closely, and its use in the treatment of behavioral changes of psychological disorders needs to be discussed in detail, in line with the concepts of the quality use of medicines.