Estratégia dos Negócios: a pertinência do método falseonista nas redes de relacionamento das organizações contemporâneas

O presente artigo discute criticamente o emprego do método do falseacionismo aplicado à rede de relacionamentos das organizações contemporâneas. Por meio de pesquisa exploratória, de natureza qualitativa, com base nos pressupostos do método falseacionista, o objetivo central da pesquisa está em investigar a pertinência dessa metodologia em ambientes culturais específicos e, em decorrência, verificar a hipótese dominante nas publicações sobre a atuação dos profissionais de comunicação como determinantes em todos os setores produtivos. Os resultados da pesquisa, na perspectiva do referencial teórico do Salience Model, não confirmam essa hipótese nas práticas de comunicação estratégica da indústria de frango halal. A contribuição da pesquisa aponta que, contrariamente à confirmação das hipóteses propostas em publicações recentes sobre a relevância da atuação dos profissionais da comunicação empresarial nos mais diferentes setores de atividade, esse estudo de caso se constitui em caso ilustrativo no qual, as hipóteses generalistas podem ser falsificáveis em ambientes culturais específicos.

Gestão de Recursos Humanos no Terceiro Setor: O Caso das Instituições Particulares de Solidariedade Social

O presente trabalho tem como objetivo geral estudar a gestão de recursos humanos (GRH) no terceiro setor, focando-se especificamente nas Instituições Particulares de Solidariedade Social (IPSS). Estas organizações têm vindo a demonstrar um papel cada vez mais relevante nas comunidades em que se inserem, pela sua missão em prestar serviços de cariz social e pela atual relevância como entidades empregadoras. A diversidade presente nas IPSS ao nível da estrutura, funcionamento, dimensão, organização e dinâmicas internas, proporciona o estudo e reflexão das especificidades na GRH. Para isso, abordam-se um conjunto de aspetos: i) diferenças entre meio empresarial e terceiro setor na GRH; ii) implicações da diversidade de respostas sociais e suas especificidades na gestão de pessoas; iii) o papel do Instituto de Segurança Social e as implicações legais na gestão de pessoas; iv) a localização geográfica e acesso a recursos humanos qualificados; v) a perspetiva das IPSS sobre os recursos humanos; vi) o perfil profissional dos colaboradores das IPSS; vii) práticas quotidianas na gestão de recursos humanos nas IPSS; viii) características da GRH nas IPSS (administrativa ou estratégica); ix) responsáveis pela GRH nas IPSS; x) o papel dos órgãos sociais na GRH; xi) profissionalização versus voluntariado; xii) a GRH, certificação e qualidade; xiii) as tendências do terceiro setor na gestão de pessoas. Foi utilizada uma metodologia qualitativa e aplicada a técnica de entrevista para recolher o conhecimento, experiências e perspetivas de diferentes interlocutores do terceiro setor, dirigentes, técnicos superiores, diretores de serviço, investigadores e representantes nacionais e distritais das IPSS. Da sistematização e análise dos dados recolhidos retiraram-se várias conclusões. As pessoas são consideradas o recurso mais importante para estas organizações, pela natureza social e humana das atividades desenvolvidas, prestadas por pessoas e destinadas a pessoas. Neste sentido, é demonstrada a importância do potencial humano aquando do recrutamento e seleção, pela primazia de requisitos como o relacionamento interpessoal em detrimento das qualificações. O perfil profissional característico das IPSS reconhece a importância da polivalência, disponibilidade, comprometimento, confiança, proximidade afetiva, voluntarismo e sentido de missão dos colaboradores, os quais tendem a ser são vistos como investimento tanto quanto reúnam estes aspetos; caso contrário podem ser encarados como custo. Quanto à acessibilidade a recursos humanos, surgem diferentes modalidades, consoante fatores de localização, dimensão, formação e estrutura organizacional, bem como o fenómeno da fuga de mão de obra, indício da dificuldade em captar e reter recursos humanos. O modelo de GRH nas IPSS é de cariz tradicional, caracterizado por uma gestão porimproviso com diferentes níveis de sensibilidade e capacidade das IPSS, no que concerne à implementação de processos de GRH, tais como sistemas de progressão na carreira, recrutamento interno e sistemas de avaliação de desempenho. Quanto aos aspetos da motivação e satisfação profissional, é assumida a importância da proximidade e apoio aos colaboradores, indicativos de um sistema de recompensas informal. É percetível a resistência na aplicação de técnicas de desenvolvimento organizacional, comprovada pela limitação na formação dos quadros de colaboradores. No entanto as IPSS são confrontadas com a rigidez dos instrumentos legais. A responsabilidade pela GRH é mais ou menos partilhada entre a direção técnica e os órgãos sociais, condicionada pelo estilo de liderança e relação de confiança entre si, em norma, pouco clara quanto aos papéis e funções desempenhadas. Por fim, é percebida a necessidade de coexistência de uma gestão profissionalizada e de direções voluntárias mais capacitadas e sensibilizadas para o desenvolvimento de metodologias e estratégias de gestão de pessoas, adaptadas às especificidades das IPSS. Este trabalho pretende contribuir com um espaço de reflexão para a elaboração de respostas mais eficazes e inovadoras que proporcionem o desenvolvimento organizacional, face às necessidades e transformações do terceiro setor. / This work main objective is the study of human resource management (HRM) in the third sector. It is focused specifically on Instituições Particulares de Solidariedade Social [Private Institutions for Social Solidarity] (IPSS). These kind of organizations have demonstrated an increased value in the communities they are inserted in, by providing social care services and by generating new jobs in the local communities. The study and reflection of HRM specificities is based on the variety in the structure, the purpose, the size, the internal organization and the dynamics of the different IPSS. For this purpose we explored the following aspects : i) the differences between business community and the third sector in HRM; ii) the implications of social responses diversity in people management; iii) the role of the National Insurance Institute and the legal impact on people management; iv) the geographic location and the IPSS access to skilled human resources; v) the understanding of IPSS on human resources; vi) the professional profile of IPSS employees; vii) the daily practices in human resource management on the IPSS; viii) the characteristics of HRM in IPSS (managerial or strategic); ix) who is responsible for HRM in IPSS; x) the role of executive board in HRM; xi) professionalization versus voluntary work; xii) HRM, quality and certification; xiii) the third sector trends in people management. The qualitative method and the interview technique were applied in order to gather knowledge, experiences and perspectives from several sources such as, different partners of the third sector, managers, service directors, technicians, researchers and national and local IPSS representatives. The results indicate several conclusions. Firstly the human resources are the most important resource of IPSS organizations due to the social nature of the services provided by them but also the importance of, the individual and social, skills required for these activities that are provided by people and are directed to people. This demonstrates the importance of interpersonal skills over professional qualifications during recruitment and selection. The IPSS recognize in their professionals the importance of versatility, availability, commitment, confidence, emotional proximity, voluntarism and sense of mission. If an employee fulfills these requirements, is considered an investment; otherwise might be seen as a cost. Regarding the accessibility of IPSS to qualified human resources, we consider different models, depending on location, size and training and organizational structure as well as the phenomenon run of hand labor, defined as the index of difficulty in capturing and retaining human resources. The model of HRM in IPSS is traditional in its nature and is characterized by management based on improvisation at different levels, regarding the implementation ofHRM processes such as career advancement systems, internal recruitment and performance evaluation. In regards to motivation and job satisfaction, it is valued the proximity and the support to the employees, showing therefore an informal system of rewards. There is a noticeable resistance to the application of organizational techniques which is demonstrated by controlling the formation of employees. However the IPSS are required to face the rigidity of legal instruments. The responsibility for HRM is shared between the technical direction and the management bodies, which depends on leadership style and mutual trust, and is generally unclear about the roles and duties performed. Finally, it becomes evident the need for coexistence between a professional management and a voluntary management, more capable and more sensible to the development of methods and strategies for people management, specifically adapted to each IPSS. This paper aims to contribute with space for reflection in the development of more effective and innovative responses for the organizational development, given the needs and transformations of the third sector.

Gestão da cadeia de suprimento e vantagem competitiva: uma análise em setores industriais a partir da visão relacional

This work has as its main purpose to investigate the contribution of supply chain management in order to obtain competitive advantage by companies from the textile industry and from Ceará footwear industry, focusing its analysis mainly in the interorganizational relations (dyadic). For this, the theoretical referential contemplates different explanatory streams of the competitive advantage, detaching the relational perception of the resources theory, as well as, the main presuppositions of the supply chain management which culminates with the development of an analysis sample that runs the empirical study; the one which considers an expanded purpose of the supply chain which includes the government and the abetment institutions as institutional environment representatives. Besides supply chain management consideration as a competitive advantage source, the work also tried to identify other possible competitive advantage sources for the companies of the investigated sectors. It represents a study of multiple interpretive cases, having four cases as a total; meaning two cases in each one of the sectors, which used as a primary data collecting instrument a semi-structured interview schedule. Different methods were used for the data analysis, the content analysis and the constant comparison methods, the analytical procedure originated from the grounded theory research strategy, which were applied the Atlas/ti software recourse. Considering the theoretical referential and the used analysis sample, four basic categories of the work were defined, including its respective proprieties and dimensions: (1) characteristics concerning to the relationship with the supplier; (2) the company relations with the government; (3) the company relations with the abetment institutions and; (4) obtaining sources of competitive advantage. In general, the applied research in the footwear sector revealed that in the relationships of the researched companies related to its suppliers, there is a predominance of the partnership system and the main presuppositions of the supply chain management are applied which contributes for the acquisition of the relational competitive advantage; while in the textile sector, only some of these presuppositions are applied, with little contribution for the relational competitive advantage. The main resource which was accessed by the companies in both sectors through its relationships with the government and the abetment institutions are the tax incentives which, for the footwear companies, contribute for the acquisition of the temporary competitive advantage in relation to the contestants who do not own productive installations in the Northeast region, it also conducts to a competitive parity situation in relation to the contestants who own productive installations in the Northeast region and to the external market contestants; while for the companies of the textile sector, the tax incentives run the companies to a competitive parity situation in relation to its contestants. Furthermore, the investigated companies from the two sectors possess acquisition sources of the competitive advantage which collimate with different explanatory streams (industrial analysis, resources theory, Austrian school and the dynamic capabilities theory), although there is a predominance of the product innovation as a competitive advantage source in both sectors, due to the bond of these with the fashion tendencies

Construção das capacidades organizacionais de tecnologia da informação no contexto dos sistemas institucionais integrados de gestão da UFRN

The IT capability is a organizational ability to perform activities of this role more effectively and an important mechanism in creating value. Its building process (stages of creation and development) occurs through management initiatives for improvement in the performance of their activities, using human resources and IT assets complementary responsible for the evolution of their organizational routines. This research deals with the IT capabilities related to SIG (integrated institutional management systems), built and deployed in UFRN (Universidade Federal do Rio Grande do Norte) to realization and control of administrative, academic and human resources activities. Since 2009, through cooperative agreements with federal and educational institutions of direct administration, UFRN has supported the implementation of these systems, currently involving more than 30 institutions. The present study aims to understand how IT capabilities, relevant in the design, implementation and dissemination of SIG, were built over time. This is a single case study of qualitative and longitudinal nature, performed by capturing, coding and analysis from secondary data and from semi-structured interviews conducted primarily with members of Superintenência de Informática, organizational unit responsible for SIG systems in UFRN. As a result, the technical, of internal relationship and external cooperation capabilities were identified as relevant in the successful trajectory of SIG systems, which have evolved in different ways. The technical capacity, initiated in 2004, toured the stages of creation and development until it reached the stage of stability in 2013, due to technological limits. Regarding the internal relationship capability, begun in 2006, it toured the stages of creation and development, having extended its scope of activities in 2009, being in development since then. Unlike the standard life cycle observed in the literature, the external cooperation capability was initiated by an intensity of initiatives and developments in the routines in 2009, which were decreasing to cease in 2013 in order to stabilize the technological infrastructure already created for cooperative institutions. It was still identified the start of cooperation in 2009 as an important event selection, responsible for changing or creating trajectories of evolution in all three capacities. The most frequent improvements initiatives were of organizational nature and the internal planning activity has been transformed over the routines of the three capabilities. Important resources and complementary assets have been identified as important for the realization of initiatives, such as human resources technical knowledge to the technical capabilities and external cooperation, and business knowledge, for all of them, as well as IT assets: the iproject application for control of development processes, and the document repository wiki. All these resources and complementary assets grew along the capacities, demonstrating its strategic value to SINFO/UFRN

Marketing de relacionamento em um provedor de internet: um estudo comparativo que considera a visão gerencial e a percepção dos clientes

The current paper aims at analyzing customer retention in Internet provider services. For this study, we sought to understand what are the client's expectations regarding the services available and compare them with management perception in relation to the use of those services. Identifying the coherence level between the two points of view, management and client, it is possible to pinpoint how service is assessed in real conditions. Then, from this point on, a new vision can be implemented on available services, and new customer service strategies aiming at best serving to their expectation and need, can be rethought. The exploratory research was utilized. It was based on case study, and quantitative and qualitative methods were used. The quantitative method was done by applying the cluster technique with six variables of control derived from the six main services, whose definition was done through qualitative survey of the internal management team. Then, an structured interview with 443 clients, from a probabilistic sample of 800 costumers. The total number of active clients of the internet provider is of 10.677. Client perception in relation to services varied, if compared with the four services that were under the managerial metric method, this comparison showed a more positive evaluation than the real use of the service. Thus, it was observed that the value of each service available for the client depends on his/her perception of it, regardless of using or not the offered service. As a result, it is possible to understand which services offered by the company under study effectively contribute to a good client-company relationship, and the upkeep of those clients

A importância das redes de relacionamento para se formar uma parceria : um estudo de caso na ALESAT

This paper consists in a study case at the Alesat company, which aims at analyzing how the networks from the former companies Ale and Sat influence the formation of partnerships. The study was based on literature by Burt (1992), Granovetter (1973), Uzzi (1997), Contractor and Lorange (1988), Gulati (1998), Child and Faulkner (1998), and others, to verify how important the social relations were between the companies to the formation of a strategic alliance. The research method we adopted analyzed the first partnership between Ale and Sat and the last one that ended up with the merger of the companies resulting in a new company, Alesat. Semi-structured interviews were conducted in 2008 with the council board of the company. Secondary data were also collected from specific web sites from the area, such as ANP, Sindicom and Fecombustíveis, as well as from important newspapers in the market. The primary data were analyzed through the content analysis technique from Triviños (1987). The secondary data were analyzed through the documental analysis technique from Richardson (1985). This way, through the data collected, it can be concluded that the social ties between the companies were important in the partnership, and among the reasons that made the companies get together, the key one was the fact that the union would make possible to the companies act in regions in which they didn t have too much market share, making them a bigger player nationally wise

Gestão democrática nas escolas: a atuação dos diretores escolares e os desafios para sua consolidação na rede municipal de Natal/RN

The democratic management is a challenge for education, on the one hand for its actualization needs a link between the government and the educational institution. From that, research aims to understand the main challenges faced by the school administration to consolidate the management of public schools in Natal/RN. Against this context the methodology used was multiple cases, qualitative approach in which respondent were manager (director, deputy director and coordinator) of the four municipal schools and two representatives of the Democratic Management Commission of a Government departament of Education, Natal/RN. The analysis was made by peers, between schools that had grade superior IDEB that average stipulated by the federal government and two that had grade lower and between managers and representatives of the Secretary. Were used techniques of categorization and content analysis of the speeches of respondents. Was note that managers understand the importance of the participation about whole community in the democratic management, however only one school highlighted means of attracting the parents against to the difficulty of representing these. The lack of knowledge about the democratic management is evident mainly in the pair of schools with lower IDEB. That schools with a lower IDEB adhere to this management as a way to meet rules. So unanimous, the broad role of director hampers knowledge about the legislation. About relationship of the Government department with managers, there are some contradictions between the understanding of the role of the coordinator by managers and representatives of the Government department. It was perceptible the no uniformity about a good relationship between managers and Government department. It was notable features of democratic management in all school units, well as the efforts of the Government department in this scope. However there are also undemocratic features that deserve further study

Gestão de conflitos de poder nas relações intersetoriais em território minerador

Pautado pelos conceitos de “conflito” e “poder”, este estudo tem por objetivo analisar a percepção dos atores relativa aos conflitos de poder e à sua gestão pelas partes da relação intersetorial, no contexto da implantação de um projeto minerador de grande porte no município de Morro do Pilar, Minas Gerais, Brasil. A proposta é apresentar estratégias de gestão construtiva de conflitos que respondam aos interesses das partes envolvidas – Estado, empresa e sociedade civil, de forma a alcançar o equilíbrio de interesses necessário ao desenvolvimento sustentável do território. Para tal, a presente pesquisa, inserida na vertente qualitativa e de perfil descritivo e exploratório, valeu-se do método de estudo de caso para avaliar os conflitos de poder envolvendo o processo de intersetorialidade objeto deste estudo, visando sua gestão construtiva. Ao seu término, verificou-se que os projetos desenvolvimentistas mostram-se prejudiciais nos planos socioeconômico, ambiental e institucional, produzindo uma miríade de conflitos de relacionamento entre os setores envolvidos, por afetar de forma negativa a vida da população, interferindo nas condições de reprodução e permanência. Consequentemente, conclui-se pela premência de se repensar os processos de sofrimento social desencadeados pelos modelos adotados, principalmente por governos e empresas, provocando desastres ambientais oriundos da má gestão dos conflitos de poder, para que se compreenda como eles afetam a vida das pessoas reais que fazem história em condições que não escolheram.

Gestão do conhecimento em contexto de internacionalização: A transferência do conhecimento para as subsidiárias angolanas e a influência dos fatores culturais nesse processo

Mestrado em Gestão e Empreendedorismo

Gestão de resíduos sólidos urbanos (RSU): breve incursão às variáveis teóricas de suporte, de avaliação e de comunicação

Quando se fala em gestão de resíduos sólidos urbanos, normalmente, somos encaminhados para a problemática em torno dos recursos necessários efetivos e respetiva forma de relacionamento, com especial destaque para os colaboradores e equipamentos de deposição e recolha. Contudo, por detrás desta atividade diária, existe um conjunto de variáveis que ajudam a percecionar, a perceber, a enquadrar, a aceitar e a promover as ações que justifiquem as decisões tomadas por quem de direito. Estas, apesar de terem um forte impacto na eficácia desejada, do ponto de vista do suporte e da avaliação, pouco se reconhecem, com este papel. De todas as que se podem aferir, destaca-se neste texto, as referentes às questões legais (europeias e nacionais), tais como as diretivas comunitárias e decretos-lei; as de natureza técnica, que nos levam às ferramentas de gestão que combinam dados alfanuméricos e georreferenciados e as de natureza institucional, fazendo-se referência (hierarquicamente falando), aos organismos envolvidos no processo e as suas funções, que vão desde a avaliação à comunicação. Apesar de uma abordagem meramente teórica, ela é a base que congrega as razões e as indicações, os instrumentos e os indicadores de suporte, que permitem a posteriori a análise aos resultados atingidos e suas implicações, na sociedade e nas instituições responsáveis pela gestão dos resíduos sólidos urbanos.

Gestão de resíduos sólidos urbanos (RSU): breve incursão às variáveis teóricas de suporte, de avaliação e de comunicação

Quando se fala em gestão de resíduos sólidos urbanos, normalmente, somos encaminhados para a problemática em torno dos recursos necessários efetivos e respetiva forma de relacionamento, com especial destaque para os colaboradores e equipamentos de deposição e recolha. Contudo, por detrás desta atividade diária, existe um conjunto de variáveis que ajudam a percecionar, a perceber, a enquadrar, a aceitar e a promover as ações que justifiquem as decisões tomadas por quem de direito. Estas, apesar de terem um forte impacto na eficácia desejada, do ponto de vista do suporte e da avaliação, pouco se reconhecem, com este papel. De todas as que se podem aferir, destaca-se neste texto, as referentes às questões legais (europeias e nacionais), tais como as diretivas comunitárias e decretos-lei; as de natureza técnica, que nos levam às ferramentas de gestão que combinam dados alfanuméricos e georreferenciados e as de natureza institucional, fazendo-se referência (hierarquicamente falando), aos organismos envolvidos no processo e as suas funções, que vão desde a avaliação à comunicação. Apesar de uma abordagem meramente teórica, ela é a base que congrega as razões e as indicações, os instrumentos e os indicadores de suporte, que permitem a posteriori a análise aos resultados atingidos e suas implicações, na sociedade e nas instituições responsáveis pela gestão dos resíduos sólidos urbanos.

Gestão da cadeia de suprimento e vantagem competitiva: uma análise em setores industriais a partir da visão relacional

This work has as its main purpose to investigate the contribution of supply chain management in order to obtain competitive advantage by companies from the textile industry and from Ceará footwear industry, focusing its analysis mainly in the interorganizational relations (dyadic). For this, the theoretical referential contemplates different explanatory streams of the competitive advantage, detaching the relational perception of the resources theory, as well as, the main presuppositions of the supply chain management which culminates with the development of an analysis sample that runs the empirical study; the one which considers an expanded purpose of the supply chain which includes the government and the abetment institutions as institutional environment representatives. Besides supply chain management consideration as a competitive advantage source, the work also tried to identify other possible competitive advantage sources for the companies of the investigated sectors. It represents a study of multiple interpretive cases, having four cases as a total; meaning two cases in each one of the sectors, which used as a primary data collecting instrument a semi-structured interview schedule. Different methods were used for the data analysis, the content analysis and the constant comparison methods, the analytical procedure originated from the grounded theory research strategy, which were applied the Atlas/ti software recourse. Considering the theoretical referential and the used analysis sample, four basic categories of the work were defined, including its respective proprieties and dimensions: (1) characteristics concerning to the relationship with the supplier; (2) the company relations with the government; (3) the company relations with the abetment institutions and; (4) obtaining sources of competitive advantage. In general, the applied research in the footwear sector revealed that in the relationships of the researched companies related to its suppliers, there is a predominance of the partnership system and the main presuppositions of the supply chain management are applied which contributes for the acquisition of the relational competitive advantage; while in the textile sector, only some of these presuppositions are applied, with little contribution for the relational competitive advantage. The main resource which was accessed by the companies in both sectors through its relationships with the government and the abetment institutions are the tax incentives which, for the footwear companies, contribute for the acquisition of the temporary competitive advantage in relation to the contestants who do not own productive installations in the Northeast region, it also conducts to a competitive parity situation in relation to the contestants who own productive installations in the Northeast region and to the external market contestants; while for the companies of the textile sector, the tax incentives run the companies to a competitive parity situation in relation to its contestants. Furthermore, the investigated companies from the two sectors possess acquisition sources of the competitive advantage which collimate with different explanatory streams (industrial analysis, resources theory, Austrian school and the dynamic capabilities theory), although there is a predominance of the product innovation as a competitive advantage source in both sectors, due to the bond of these with the fashion tendencies

Construção das capacidades organizacionais de tecnologia da informação no contexto dos sistemas institucionais integrados de gestão da UFRN

The IT capability is a organizational ability to perform activities of this role more effectively and an important mechanism in creating value. Its building process (stages of creation and development) occurs through management initiatives for improvement in the performance of their activities, using human resources and IT assets complementary responsible for the evolution of their organizational routines. This research deals with the IT capabilities related to SIG (integrated institutional management systems), built and deployed in UFRN (Universidade Federal do Rio Grande do Norte) to realization and control of administrative, academic and human resources activities. Since 2009, through cooperative agreements with federal and educational institutions of direct administration, UFRN has supported the implementation of these systems, currently involving more than 30 institutions. The present study aims to understand how IT capabilities, relevant in the design, implementation and dissemination of SIG, were built over time. This is a single case study of qualitative and longitudinal nature, performed by capturing, coding and analysis from secondary data and from semi-structured interviews conducted primarily with members of Superintenência de Informática, organizational unit responsible for SIG systems in UFRN. As a result, the technical, of internal relationship and external cooperation capabilities were identified as relevant in the successful trajectory of SIG systems, which have evolved in different ways. The technical capacity, initiated in 2004, toured the stages of creation and development until it reached the stage of stability in 2013, due to technological limits. Regarding the internal relationship capability, begun in 2006, it toured the stages of creation and development, having extended its scope of activities in 2009, being in development since then. Unlike the standard life cycle observed in the literature, the external cooperation capability was initiated by an intensity of initiatives and developments in the routines in 2009, which were decreasing to cease in 2013 in order to stabilize the technological infrastructure already created for cooperative institutions. It was still identified the start of cooperation in 2009 as an important event selection, responsible for changing or creating trajectories of evolution in all three capacities. The most frequent improvements initiatives were of organizational nature and the internal planning activity has been transformed over the routines of the three capabilities. Important resources and complementary assets have been identified as important for the realization of initiatives, such as human resources technical knowledge to the technical capabilities and external cooperation, and business knowledge, for all of them, as well as IT assets: the iproject application for control of development processes, and the document repository wiki. All these resources and complementary assets grew along the capacities, demonstrating its strategic value to SINFO/UFRN

Marketing de relacionamento em um provedor de internet: um estudo comparativo que considera a visão gerencial e a percepção dos clientes

The current paper aims at analyzing customer retention in Internet provider services. For this study, we sought to understand what are the client's expectations regarding the services available and compare them with management perception in relation to the use of those services. Identifying the coherence level between the two points of view, management and client, it is possible to pinpoint how service is assessed in real conditions. Then, from this point on, a new vision can be implemented on available services, and new customer service strategies aiming at best serving to their expectation and need, can be rethought. The exploratory research was utilized. It was based on case study, and quantitative and qualitative methods were used. The quantitative method was done by applying the cluster technique with six variables of control derived from the six main services, whose definition was done through qualitative survey of the internal management team. Then, an structured interview with 443 clients, from a probabilistic sample of 800 costumers. The total number of active clients of the internet provider is of 10.677. Client perception in relation to services varied, if compared with the four services that were under the managerial metric method, this comparison showed a more positive evaluation than the real use of the service. Thus, it was observed that the value of each service available for the client depends on his/her perception of it, regardless of using or not the offered service. As a result, it is possible to understand which services offered by the company under study effectively contribute to a good client-company relationship, and the upkeep of those clients

A importância das redes de relacionamento para se formar uma parceria : um estudo de caso na ALESAT

This paper consists in a study case at the Alesat company, which aims at analyzing how the networks from the former companies Ale and Sat influence the formation of partnerships. The study was based on literature by Burt (1992), Granovetter (1973), Uzzi (1997), Contractor and Lorange (1988), Gulati (1998), Child and Faulkner (1998), and others, to verify how important the social relations were between the companies to the formation of a strategic alliance. The research method we adopted analyzed the first partnership between Ale and Sat and the last one that ended up with the merger of the companies resulting in a new company, Alesat. Semi-structured interviews were conducted in 2008 with the council board of the company. Secondary data were also collected from specific web sites from the area, such as ANP, Sindicom and Fecombustíveis, as well as from important newspapers in the market. The primary data were analyzed through the content analysis technique from Triviños (1987). The secondary data were analyzed through the documental analysis technique from Richardson (1985). This way, through the data collected, it can be concluded that the social ties between the companies were important in the partnership, and among the reasons that made the companies get together, the key one was the fact that the union would make possible to the companies act in regions in which they didn t have too much market share, making them a bigger player nationally wise