Componentes com marcas: modelo conceitual e investigação empírica do comportamento do consumidor

Estudos comprovam que determinados componentes exercem uma função fundamental para o desempenho do produto final, por exemplo o microprocessador Intel e o revestimento Teflon. Assim como os exemplos, alguns destes componentes de produtos possuem marca, as quais tem notoriedade para o consumidor final. Ou seja, o fabricante de componente começa a ter reconhecimento de marca na mente do consumidor. Devido a esta tendência de mercado, este estudo verificará inicialmente, os fatores que determinam a lembrança de marca de componentes por parte do consumidor final. E posteriormente, analisará as influências desta percepção de marca, e do reconhecimento dos benefícios do componente para a decisão de compra do consumidor. Para tanto, o estudo propõe o desenvolvimento de um modelo conceitual, o qual será testado empiricamente. Este modelo tem como base o modelo de decisão de compra do consumidor para produto final, com sugeridas adaptações para a situação de marcas de componentes.

Avaliação de marcas em casos de fusões e aquisições : uma aplicação de opções reais para o caso Santander/Real

Este trabalho consiste na discussão de contextos e modelos de avaliação de marcas. Ao final é apresentado um estudo de caso aplicado à aquisição de um banco com valiosa marca. Na primeira parte constam: revisão bibliográfica, a evolução da definição de marca e as principais metodologias para sua avaliação. Foram analisadas vantagens, desvantagens e critérios de qual método de avaliação utilizar em cada situação. Em seguida, o modelo de avaliação ilustra uma aplicação em que foi realizada a comparação desta estimativa com outras avaliações realizadas na época. Ao final concluímos que, assim como toda avaliação de ativos, a avaliação da marca não é objetiva. Para que um modelo seja considerado robusto, é preciso conjugar as três visões que a marca agrega: do cliente, do administrador e do acionista e ainda assim um certo grau de subjetividade sempre estará presente.

Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch

As stated by Hoffmann and Coste-Manière (2012) “The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.” Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study “[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.” Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth.

Análise da gestão da cadeia de suprimentos de um supermercado varejista através da utilização do modelo SCOR

In the last decade the complexity of the environment in which organizations are embedded increased dramatically, having on one side the increasingly demanding consumers in regard to the quality and value of the product and the other companies with the need to reduce operating costs in order to achieve greater profitability, without this there is a downturn in growth or market share powers. In this context the necessity of effectively structuring actions relating to the line with the operational work processes so that business objectives are achieved organizational strategic planning, ensuring the competitiveness of the organization. This study aims to analyze how you have made the management of the supply chain in a grocery retailer in the light of guidelines of Supply Chain Management by using the SCOR model. For realization of this study a survey was needed, classified according to their goals, exploratory and descriptive as to its procedure, document, field and case study. Thus, the processing of data will be qualitative merit, using the thematic categorical analysis of Bardin (1977). Thus, to obtain data interviews together the operational and strategic management of a company that was named Supermarket Omega were performed. After analyzing the information obtained is perceived that there is an effort of the organization enhance its management of the supply chain. However, there is a lack of alignment between the various areas that compose it. About their work processes, we stress that the focus of the company is still very directed on sailing than profitability, although it is undergoing a transformation in its organizational culture However, records the existence of many improvement projects in developing. Thus, it can be noticed that there is some consistency between the assumptions of the SCOR model and applied within the supply chain Omega Supermarket, although a greater effort to better align with the model still needs to be studied

Marcas dermatoglíficas, Antropometria e as qualidades físicas básicas dos escolares da rede municipal da cidade de Manaus

The objective of this study of comparative descriptive character went aimed at to analyze the characteristics dermatoglyphics, anthropometrics and the basic physical qualities, in 180 selected scholars in a stratified way, distributed like this: 10 year-old boys = 32; 09 years = 32; 08 years = 32; 10 year-old girls = 28; 09 years = 28; 08 years = 28), studying the fundamental teaching of the School Good Municipal Hope, located in the area east, in the Neighborhood of the Crowned, in the city of Manaus, Amazon. For identification of the dermatoglyphics characteristics collected, was the fingerprints; for evaluation of the corporal mass, height and IMC, they were used a digital scale with an estadiometer of the mark Filizola. The tests: to sit down and to reach flexibility); Horizontal Impulse or I jump in distance stopped (force of inferior members); Flex and extension of the trunk (it Forces abdominal); Flexion and extension of the arms in suspension in the bar (Force of superior members); 30 meters (Speed) and 9 minutes (Resistance applied aerobic) was to evaluate the basic physical qualities. The results demonstrated that differences didn't exist among the goods, in most of the studied variables, and the existent differences among the ages of 8, 9 and 10 years, they demonstrate a normality tendency in the infantile development

Juventude e consumo emocional nas redes sociais da internet. Análise das marcas: Coca-Cola, Pepsi, BlackBerry, Nokia, Riachuelo e C&A

In The paradoxical happiness , Gilles Lipovetsky elects five major paradigmatic models that command the pleasure and happiness in our societies. Starting with the paradigmatic models of penia (where it is emphasized the existential dissatisfaction supplied by the consumption and where advertising has a special place, bombarding consumers and creating consumer needs, in addition to selling a lifestyle rather than the products themselves), and narcissus (model constructed on the basis of self-exaltation and abdication of the social and political) intends to examine the relationship between the consumption exercised by young people and the advertising displayed on social networking sites, focusing on the social media Facebook, observing the virtual fan pages of the following brands: Coca-Cola; Pepsi; BlackBerry, Nokia, Riachuelo and C&A and their relationships with their consumers

Itinerários e marcas na formação do sujeito formador: reflexões acerca de um caminho na educação matemática

This Study inserts in Mathematical Education & Education that search to investigate the (self) formation of formers that gets graduation e pass to graduate others that get graduation and are formers in Mathematical Education. This Is a qualitative search in a perspective from search-formation.The work is formed of four topics. First topic talks about : The self-formation of formers. Second topic: at way of suppositions theorical-methodological from search. Third topic tells over: The life of a former life. Fouth topic A Station called Ubiratan D´Ambrosio created in his reverence and for build all the Knowledge´s Corpus developed by his studies and searches. It´s in sense of come and go from knowledge created at action by mankind to get finality of Transcendency and Survive. Look for to investigate aspects of academical, professional and personal life where are translated in language, thinking and practices oriented for one know-how holistical and transdiciplined in a reflexion, search and the critical it constitute to be a Professor, Teacher, Searcher and Etnomathematic that confered him the merit in 2005 the Prize Félix Klein, that declared Valente (2007), maximum distinction that can receive someone from Mathematical Education. The results point that the narratives of life´s stories are prominences to one re-direction of teach practical in formation´s courses of Mathematical teachers, opening spaces for what the teachers and particularly of Mathematical thinking and take position about your process of formation to be Formers. The Study also given possibilities to propose fourteen stoppages in Station that are beginnings with direction that emerge from studies and searches about the trajectory of life of Professor Ubiratan D´Ambrosio in perspective of re-signify the formative process in education and Mathematical Education

Ensinar/aprender a gostar de história: saberes docentes e construção do conhecimento histórico escolar com professores de Arez-RN

This dissertation aims to analyze the relevant knowledge in countryside History teachers practice in high school and understand how these teachers themselves construct school knowledge in History, from the mobilization of different knowledge that make up teaching practice. Tree teachers from State Jacumauma High School and the researcher himself worked together in order to carry out this survey. The main theoretical-methodological elements of this research are based on assumptions of a qualitative research in cooperation. This approach was used to make possible to construct knowledge between teachers and researcher considering a less oppressive relationship as well as to help a continuous school upbringing of the individuals what can make them to understand the professional practice as an aspect in which one can exercise autonomy and criticism. The empirical research procedures were oral individual interviews, reflexive sessions and cooperative observations. Individuals speeches have presented, in some moments, teachers concerns about the educational fragmented system in which there are few opportunities to dialogic interactions among educationalists making still more difficult the dialog between school and reality surrounds it. Their assertions pointed out that relevant knowledge can be identified during the daily educational work and that they find proper reasons from the aim that each knowledge exerts in relation to the construction of professional practice. Classroom connections points out to more intense interactions between teachers and students, by recognizing affection as an important tool in order to make the interactions not so authoritarian at all. Regarding the countryside teachers understanding, the school knowledge in History is produced by sharing concerns and senses assigned by the individuals who are involved in the teaching-learning process. The referential science knowledge pervade History teaching, however they take another meaning according to specific features of the school environment. The intense and complex dynamic of the educational context makes that historical knowledge acquires specific characteristics that are constantly changing. As they change, there are some marks of elaborations and re-elaborations not only the new but also the traditional

Fatores da satisfação e fidelidade do cliente: um estudo no varejo de supermercado

This thesis deals with the factors affecting customer satisfaction and loyalty in the supermarket sector. It is adapted a model proposed by Johnson et al. (2001) and included the brand construct as a loyalty of construct antecedent. It is conducted a survey with a sample of 290 customers of a supermarket in Natal city, Brazil, and descriptive and multiple regression statistical analysis. The main findings are that the proposed model is confirmed with quality being the main factor affecting satisfaction, but also in this case the place marketing construct playing a key role on satisfaction. The loyalty model is also supported by this research with the brand construct appearing important for a segment of the customers. This study support the conclusion that customer satisfaction is not the sole or main factor to explain loyalty