Um exercício de desconstrução do conceito e da prática de segmentação de mercado inspirado em Woody Allen

O conceito de segmentação de mercado constitui-se em uma forte ferramenta freqüentemente utilizada na tomada de decisão nas organizações. Neste artigo, busca-se analisar elementos nem sempre privilegiados quando se trata a segmentação de mercado como discurso hegemônico. A crítica aqui apresentada inspira-se no filme Desconstruindo Harry, de Woody Allen, o que permitirá compreender o exercício de desconstrução do conceito e da prática da segmentação de mercado com base no gênero e na etnia. Essa proposta ampara-se sobre o postulado de Derrida (1999) de que qualquer conceito, palavra ou significado léxico é passível de desconstrução e na hipótese de que o conceito de segmentação de mercado e sua prática encerram significados não revelados, guardando em si um conjunto de atores e vozes marginalizados.

Preservation of rhizobia by lyophilization with trehalose

The objective of this study was to determine if trehalose can effectively enhance the viability and storage lifetime of Rhizobium tropici and Rhizobium etli after lyophilization as compared to the traditional protective combination of sucrose and peptone. Two strains of bean-nodulating rhizobia were effectively preserved in the lyophilized state by 100 mM trehalose, and survived for at least 12 days, even when stored under non-ideal conditions. Trehalose provided better protection than the sucrose/peptone combination. When protective excipients were introduced inside the cells, strain CFN 42 was more sensitive to the type of additive used than strain CIAT 899, probably because CIAT 899 produces beta (1-2) glucan, which may have a protective effect. beta (1-2) glucan combined with sucrose protected better than trehalose against leakage from freeze-dried liposomes, but by itself it had no protective capability. There was a high level of unfrozen water associated with the hydrated glucan, in addition to a thermal event at approximately 70ºC, corresponding to an observed gel-sol transition in the glucan. These findings may shed light on the mechanism by which the glucan contributes to the protection of dried cells and liposomes, and may lead to further improvements in rhizobial inoculants.

Artificial neural networks (ANN): prediction of sensory measurements from instrumental data

The objective of this study was to predict by means of Artificial Neural Network (ANN), multilayer perceptrons, the texture attributes of light cheesecurds perceived by trained judges based on instrumental texture measurements. Inputs to the network were the instrumental texture measurements of light cheesecurd (imitative and fundamental parameters). Output variables were the sensory attributes consistency and spreadability. Nine light cheesecurd formulations composed of different combinations of fat and water were evaluated. The measurements obtained by the instrumental and sensory analyses of these formulations constituted the data set used for training and validation of the network. Network training was performed using a back-propagation algorithm. The network architecture selected was composed of 8-3-9-2 neurons in its layers, which quickly and accurately predicted the sensory texture attributes studied, showing a high correlation between the predicted and experimental values for the validation data set and excellent generalization ability, with a validation RMSE of 0.0506.