A prática do marketing de relacionamento e a retenção de clientes: um estudo aplicado em um ambiente de serviços

Este trabalho aborda a estratégia da retenção de clientes por meio da prática do marketing de relacionamento no ambiente de serviços. É proposto um Modelo Teórico, com suas respectivas hipóteses, o qual é comparado a dois Modelos Rivais, identificados a partir da percepção de executivos de uma empresa com atuação proeminente no setor de serviços no Brasil, a Ticket, uma empresa do Grupo Accor. Nesse contexto, os construtos Satisfação de Clientes, Valor, Reputação do Provedor de Serviços e Confiança são considerados antecedentes da Retenção de Clientes. A análise central dos dados foi implementada por técnicas de estatística multivariada e pela Modelagem de Equações Estruturais. Os resultados indicam que o Modelo Teórico Reespecificado apresenta o melhor ajuste em relação aos demais modelos avaliados, embora precise de um maior amadurecimento teórico e empírico, até pelo ineditismo do modelo integrado. O trabalho propicia evidências relevantes, comprovando que o valor percebido pelos clientes é um construto antecedente da confiança depositada no provedor de serviços, relação esta mediada pela reputação do provedor de serviços; que a reputação do provedor de serviços é importante no contexto relacional em estudo; e que a retenção de clientes é positivamente influenciada pela confiança depositada no provedor de serviços.

Impacto dos fatores climáticos nas vendas do varejo no Brasil. Uma abordagem com dados de painel com efeito fixo.

Os impactos das variações climáticas tem sido um tema amplamente pesquisado na macroeconomia mundial e também em setores como agricultura, energia e seguros. Já para o setor de varejo, uma busca nos principais periódicos brasileiros não retornou nenhum estudo específico. Em economias mais desenvolvidas produtos de seguros atrelados ao clima são amplamente negociados e através deste trabalho visamos também avaliar a possibilidade de desenvolvimento deste mercado no Brasil. O presente trabalho buscou avaliar os impactos das variações climáticas nas vendas do varejo durante período de aproximadamente 18 meses (564 dias) para 253 cidades brasileiras. As informações de variações climáticas (precipitação, temperatura, velocidade do vento, umidade relativa, insolação e pressão atmosférica) foram obtidas através do INMET (Instituto Nacional de Meteorologia) e cruzadas com as informações transacionais de até 206 mil clientes ativos de uma amostra não balanceada, oriundos de uma instituição financeira do ramo de cartões de crédito. Ambas as bases possuem periodicidade diária. A metodologia utilizada para o modelo econométrico foram os dados de painel com efeito fixo para avaliação de dados longitudinais através dos softwares de estatística / econometria EViews (software proprietário da IHS) e R (software livre). A hipótese nula testada foi de que o clima influencia nas decisões de compra dos clientes no curto prazo, hipótese esta provada pelas análises realizadas. Assumindo que o comportamento do consumidor do varejo não muda devido à seleção do meio de pagamento, ao chover as vendas do varejo em moeda local são impactadas negativamente. A explicação está na redução da quantidade total de transações e não o valor médio das transações. Ao excluir da base as cidades de São Paulo e Rio de Janeiro não houve alteração na significância e relevância dos resultados. Por outro lado, a chuva possui efeito de substituição entre as vendas online e offline. Quando analisado setores econômicos para observar se há comportamento diferenciado entre consumo e compras não observou-se alteração nos resultados. Ao incluirmos variáveis demográficas, concluímos que as mulheres e pessoas com maior faixa de idade apresentam maior histórico de compras. Ao avaliar o impacto da chuva em um determinado dia e seu impacto nos próximos 6 à 29 dias observamos que é significante para a quantidade de transações porém o impacto no volume de vendas não foi significante.

Assessing competition in banking industry: a multiproduct approach

This paper aims to investigate the competition aspects of banking multiproduct operation. Based on an extension of Panzar and Rosse (1987)’s test to the case of a multiproduct banking firm, we take advantage of a new dataset constructed to Brazilian banking conglomerates to infer the impact of conglomeration on market power. We find that banks offering classic (i.e., loans and credit cards) and other bank products (i.e., brokerage services, insurance and capitalization bonds) have substantially higher market power than the ones which offer only classic products. Results suggest a positive bias on the traditional estimates of competition in which the multioutput actions are not taken into account.

Assessing competition in the banking industry: a multi-product approach

This paper investigates the competitive aspects of multi-product banking operations. Extending Panzar and Rosse (1987)’s model to the case of a multi-product banking firm, we show that the higher the economies of scope in multi-product banking are, the lower Panzar-Rosse’s measure of competition in the banking sector is. To test this empirical implication and determine the impact of multi-production/conglomeration on market power, we use a new dataset on Brazilian banking conglomerates. Consistent with our theoretical prediction, we find that banks offering classic banking products (i.e., loans and credit cards) and other banking products (i.e., brokerage services, insurance and capitalization bonds) have substantially higher market power than banks that offer only classic products. These results suggest a positive bias in the traditional estimates of competition in which multi-output actions are not considered.

EPC: economia de baixo carbono na prática: casos empresariais (parte I, 2 e 3)

EPC: engajamento das empresas na economia de baixo carbono - Parte I No ano em que a Plataforma Empresas pelo Clima (EPC), do Centro de Estudos em Sustentabilidade da FGV-EAESP completa 4 anos, conversamos com seus participantes para identificar iniciativas realizadas pelas grandes empresas brasileiras em prol de uma economia de baixo carbono.No primeiro vídeo, Juliana Limonta, Gerente de Sustentabilidade da Vivo, fala acerca do projeto desenvolvido pela companhia envolvendo soluções inteligentes para transportes; Cintia Turella, Gerente de Infraestrutura Patrimonial do Itaú Unibanco, apresenta o projeto sobre novas políticas corporativas para redução das emissões que envolve o sistema de transporte de colaboradores entre os pólos do Banco; João Teixeira, Analista sênior de Sustentabilidade da Natura, fala sobre o projeto de engajamento da cadeia de valor da empresa chamado "Strategic Outsourcing TBL" e, por fim, Alexandre Di Cierro, Gerente Executivo de Sustentabilidade da Suzano - Papel e Celulose fala sobre a iniciativa da empresa de adotar a pegada de carbono em seus produtos. Neste segundo vídeo, Daniel Fernandes, Especialista em Engenharia do Grupo Abril fala sobre inovação do processo produtivo e o Programa Abril Carbono Neutro. Em inovação de produto, Jorge Soto, Diretor de Desenvolvimento Sustentável da Braskem, discorre sobre o Polietileno Verde; Leonel Ramirez, Presidente e CEO da GE Iluminação América Latina, esclarece o projeto da Companhia que propõe parcerias com diversos municípios para adoção de LED em vias públicas. Sobre o engajamento de colaboradores, Frederico Cintra, Especialista de Negócios Sustentáveis do HSBC, apresenta o Programa HSBC Climate Partneship. Ainda nesta peça, sobre adaptação em Riscos Climáticos, Sônia Hermisdorff, Gerente de Meio Ambiente, Projetos Corporativos e Gestão de Programas Ambientais, fala sobre o projeto da AES Brasil de nome "Plano Verão 2011\ 2012" e Vitor Gardiman, Gestor Executivo de Desenvolvimento Tecnológico da EDP apresenta o projeto "Adaptação e Gestão de Riscos Climáticos". No terceiro vídeo da série, a Coordenadora de Responsabilidade Socioambiental do Bradesco, Giuliana Arruda Presiozi, apresenta o Projeto de Gestão de Ecoeficiência adotado pelo Banco Bradesco. Laila Caires Saad, Coordenadora de Responsabilidade Social da Ticket, fala acerca do engajamento de colaboradores através de iniciativas que abarcam o projeto "Gestão Integrada de Emissões de GEE". Ainda sobre o mesmo tema Raquel Ogando, Gerente de Comunicação e Responsabilidade Social da Santos Brasil, fala acerca do Projeto Carbono.Ainda no mesmo vídeo, Leticia Monteiro, Coordenadora do Comitê de Sustentabilidade da Monsanto fala do Projeto Revitamon e Amanda Kardosh, Gerente de Relacionamento em Sustentabilidade da Eco Frotas, fala sobre a Campanha Condução Consciente

Cooperativa habitacional autofinanciável :uma alternativa de mercado à escassez de financiamento

As an example of what happened in Brazil in the 90s, it s noticed in Natal a new system of cooperative housing production which is done by advancing the users resources selffinancing. This system comes as an alternative for the real state market performance since the end of the National Housing Bank (BNH), in 1986. Self-financed housing cooperatives play an important social role by contributing to own housing acquisition by low-income population, without, however, becoming a mechanism of social interest housing production. It is important to consider that Brazil registers a housing deficit of 6.6 million housing units (IBGE 2000/Census), which, compared to 1991, shows an increment of 21.7% to a growth rate of 2.2% a year. This deficit figure has been deepening, mainly with the end of the National Housing Bank (BNH). The self-financed cooperative housing production broadens around the Metropolitan Region of Natal (RMN) and remains as an alternative to the lack of financing in the housing / real state market. In general, the aim of this work is to analyze the role of self-financing housing cooperatives on the housing production in the RMN, in order to identify their role in the real state market, in the own housing promotion and in the housing policy. The Universe of this study is performance of four housing cooperatives - CHAF-RN, COOPHAB-RN, MULTHCOOP e CNH - that work through self-financing. It is considered here an amount of 38 undertakings launched between 1993 and 2002, including 8143 housing units. The methodology adopted consists of bibliographic, documental and field research. As a result, actions like brokerage, marketing, speculation, and the criteria to define places for undertakings and final products, show how close they are to the housing market production. As a matter of fact, this short distance explains why the self-financed cooperative production for social interest housing is still limited. This reinforces the theory that it is necessary to define and implement a subsidized housing policy to serve the low-income Brazilian population

A corretagem de imóveis no Rio Grande do Norte: das práticas históricas à emergência como segmento integrante da fração imobiliária do capital

This research proposed to question the development of what was defined as historical practices (commercial, social and political institutions), of the economic activity of the real estate brokerage in the Rio Grande do Norte from the progressive institutionalization of economic agents - individuals (realtors) and legal (real estate) - based on two main approaches: a) the development of economic activity as an integral segment of a fraction of capital (POULANTZAs, 1985; LESSA, 1981). This work set out from a socio-historical approach of the historical practices development the of real estate brokerage in Brazil started in the Southeast, especially in the cities of Rio de Janeiro and São Paulo as a result of the "expansion of capitalist relations by the housing sector" (RIBEIRO , 1996). especially the real estate capital ; b) the historical development of relations between labor and capital within the activity, in other words, the development of the relationship between realtors and Real Estate in relation to "group of interests" and their "collective actions" (OFFE, 1984). These historical practices are defined in this research as: 1) mercantile practices, times when there was no distinction between the activity of real estate brokerage and other forms of mercantile capital; 2) social practices, which began in the 1930s, when agents of real estate are to be distinguished from each other within the activity through Taylorist division of labor between workers realtors and developers of real estate; 3) political and institutional practices, initiated in 1962, characterized by State action, in the individualization and distinction of the agents of real estate brokerage as socioprofessional category regulated throughout Brazil by Law 4.116/62 and 6.530/78. The results achieved by the present study showed that in Rio Grande do Norte, due to the specifics as to the peripheral processes of urbanization of the constitution of the land market, as well as the process of conservative modernization of the oligarchic State from the 1960s (CLEMENTINE, 1995; FERREIRA, 1996, 2010, TRINDADE, 2004), the State was led to the development of a late manifestation of the historical practices of real estate brokerage. In other words, it was a process in which historical practices, in particular social practices, not fully developed, mitigating, thus the perception of realtors from his position in the process of exploitation of labor by the Real Estate. And, as a result, of their collective interests front of them.

Competição e regulamentação no transporte de passageiros: Um estúdio no transporte rodoviário intermunicipal

The objective of this research is the verification of the competition in the intecity market, after the entrance of new competitors (vans and microbus) regulated and clandestine. For verification of this new view was effected one research of documentary character for the knowledge of the regulation and exploratory character of the system Natal - territory of the Seridó, for thus in making will know this problematic, well as its characteristics, attractivenesses and development of the territory of the Seridó, and its link with the Capital (Natal). Later, through a descriptive exploratory research of the type survey with the passengers to know as these are being taken care and its satisfaction in relation to the regulated companies. With the drivers if focus effected one group, and with the staff of the of sale ticket a research survey, aiming at to know the strategies used for the only company of bus that takes care of the territory of the Seridó, the implantation of these and the consequence of the user. In accordance with the generic tipologia of Porter and its strategies, were perceived that the bus company adopted the strategy of price leadership being competitive, using to advantage its bigger space in the market, already vans and the microbuses with its limited participation bet in a strategy of "differentiation" in its service, effecting faster trips and in the strategy of "approach" we find the not regulated services earn the service to the taste of the user

Os títulos de crédito eletrônico e a execução da duplicata virtual

Pós-graduação em Direito - FCHS

Technologies applied to the transport sector: electronic fare collection systems

Electronic transactions are becoming increasingly commonplace in the countries of Latin America and the Caribbean, despite the collapse of many dotcom firms and the failure of e-commerce to make inroads in the region. In the transport sphere, the gradual incorporation of technology in support of processes and the exchange of money flows between players has brought greater versatility, security and flexibility. In public transport, such initiatives take the form of automatic ticket machines and prepaid card dispensing machines. In urban transit, electronic purses used for the supervision and payment of parking time, and in road pricing, electronic toll systems streamline the process of collecting money; this is especially the case with motorways and urban concessions. And in shipping, electronic transfers are increasingly being used for the payment of customs dues and port charges.In view of the importance of the topic and the interest expressed in it, the Transport Unit has begun a study of these issues, and recently published a paper entitled Sistemas de cobro electrónico de pasajes en el transporte público, ("Electronic systems for payment of tickets in public transport") LC/L.1752-P/E, July 2002, on which this issue of the Bulletin is based.

A política de ensino do exército brasileiro na Nova República: o projeto de modernização (1985-2000)

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Processos de gestão da informação: tratamento, recuperação e uso da informação no mercado de capitais

In the capital market the information are used as subsidies for the decision making of investors, among the main highlights are the economic, political, accounting and relating nature to the financial results of companies which have stocks traded at Stock Exchanges. In this perspective, it is essential that the agents involved especially brokerage companies establish management processes that contain a set of criteria for the organization and treatment of information collected in newspapers, news agencies and the companies that trade in stocks. Thus, it is essential to establish rigor in relation to recovery mechanisms of such information, which requires more than technology, because actions are necessary that will propitiate the informational content are made available with consistency, clarity and trustworthiness, so as that users can retrieve them in a timely manner. Furthermore, those processes should provide the efficient use of the information retrieved by users, so that they can use them aiming to subsidize the decisions of sale or purchase shares. Considering that the information systems are responsible for the information dissemination in the framework of capital market, it is necessary to present requisites that contemplate the set organization, treatment, retrieval and use of information. That way, we sought to evidence in this paper these issues, utilizing as a premise the elements proposed by Guimarães (2003) from the perspective of the information environment of a values brokerage companies reflecting through the model used, how these companies realize their work considering the dimensions of the documentary analysis, informational treatment, and the instruments for retrieval and use of information.

Barreiras à entrada no Setor Siderúrgico Brasileiro no período de 1993 a 2012

This study aims to identify and analyze the barriers to entry in the two technological routes (integrated and semi - integrated mills) , the Brazilian steel industry , specifically in the areas of Plans and Long , in the period 1993-2012 . Thus, the study is characterized as an exploratory - descriptive research, based on data collection from secondary sources. The competitiveness is influenced by structural market factor, among them the threat of new market entrants. The entrants can have their ticket inhibited by entry barriers. In the steel industry, it was identified that the main strong structural barriers are economic, the type of scale economy, highlighting the idle capacity, and sunk costs. Institutional and economic barriers, the diversification and product differentiation type, are considered moderate barriers. Economic barriers, the type absolute cost advantage and initial capital requirements, and strategic price barrier are considered weak. With this, one can consider that the input type which most closely approximates the market for national steel industries is blocked, since their main barriers are the structural type

Funções e formas de provimento dos diretores das redes estaduais paulista e paranaense

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)