Gestão de marketing na prática de organizações no Brasil

Este trabalho busca compreender a prática da gestão de marketing em organizações de grande porte que atuam no Brasil e, em termos mais específicos, entender as diferenças de tais práticas com relação à representação teórica dominante na literatura especializada. Reconhecendo o predomínio de uma perspectiva reducionista de gestão na literatura e a virtual ausência de pesquisas focadas na prática de gestão de marketing, a abordagem escolhida seguiu as seguintes etapas: a) consolidação e compreensão das descobertas de pesquisadores no Brasil sobre a prática de gestão de marketing em diferentes tipos de organizações de grande porte, tendo como base um conjunto de dissertações de mestrado de instituição acadêmica; b) análise adicional com base em reflexões de um praticante com vinte anos de experiência em gestão de marketing em organizações de grande porte no Brasil; e c) contraposição com o que é prescrito pela literatura dominante nessa área de estudo. Os resultados indicam a necessidade de pesquisas focadas na prática da gestão de marketing, sob uma perspectiva de pluralidade epistêmica, que reconheçam características culturais, organizacionais e políticas. Mais especificamente, é necessária a revisão crítica das teorias de mercado e de organização que formam a literatura dominante.

Aos Ministros, tudo?: uma análise da aplicação dos requisitos constitucionais na elaboração de súmulas vinculantes

Há quatro requisitos constitucionais para a edição de súmulas vinculantes. Este trabalho analisa a forma como estes requisitos vem sendo discutidos e analisados pelo Supremo Tribunal Federal. Para isso, primeiro descreve os diferentes procedimentos pelos quais passaram a discussão das súmulas vinculantes, em seguida analisa os momentos nesses procedimentos em que os Ministros do STF puderam debater os critérios constitucionais, como as manifestações da Comissão de Jurisprudência e os debates do Plenário para aprovação das súmulas vinculantes, concluindo que, em regra, os requisitos não são avaliados com cuidado, e que há significativa ingerência do comportamento individual dos ministros nesse processo. Por fim, é feita uma análise mais detalhada da existência de reiteradas decisões sobre os temas das súmulas editadas, demonstrando-se que nem sempre este critério é atendido. Por último, são debatidas e demonstradas algumas conseqüências deste cenário, como a existência de uma súmula suspensa e de propostas de revisão de súmulas vinculantes.

Associações religiosas e jurisdição constitucional: a legitimidade ativa e a laicidade do Estado

O estudo tem como objetivo verificar a constitucionalidade da Proposta de Emenda à Constituição (PEC) nº 99/2011, em tramitação perante o Congresso Nacional. A PEC propõe positivar Associações Religiosas de âmbito nacional como legitimados ao ensejo da jurisdição constitucional. Como forma de viabilizar o estudo proposto, será analisada a evolução do controle de constitucionalidade concentrado no Brasil e a ratio para a adoção do rol de legitimados ativos, especialmente na Constituição da República Federativa do Brasil de 1988. Nesse sentido, faz-se necessário inicialmente analisar o entendimento e as iniciativas do Supremo Tribunal Federal para reduzir o número de ações do controle concentrado propostas, para então entender a necessidade da inclusão das Associações Religiosas no artigo 103 da Constituição da República. Torna-se igualmente indispensável conceituar “Poder Constituinte Derivado”, buscando identificar os limites à alteração da Constituição e analisar se a referida PEC violaria algum dos limites materiais. Conforme se demonstrará, a PEC violaria a laicidade do Estado e os direitos individuais tutelados na CRFB/88, tais quais a igualdade, o pluralismo religioso e a liberdade de crença, todos cláusulas pétreas, consoante o disposto no artigo 60 da Constituição.

O dever constitucional de eficiência administrativa na jurisprudência do Supremo Tribunal Federal

O dever constitucional de eficiência administrativa consiste em norma reitora da atividade regulatória e das demais funções estatais. Este trabalho tem o objetivo de investigar seus sentidos, os tipos de norma em que se classifica e as estruturas argumentativas para a sua aplicação. Entende-se, por sentidos, os critérios usados para se considerar que uma conduta ou medida cumpre ou viola o dever de eficiência, incluindo consideração da relação entre meios para o exercício da atividade administrativa e resultados dessa atividade. Parte-se de diagnóstico de indefinição conceitual, na literatura jurídica brasileira, acerca desse dever constitucional, para investigar a existência de subsídios, na jurisprudência do Supremo Tribunal Federal, que viabilizem elaboração de conceito. Desse modo, verifica-se, na literatura, multiplicidade de definições. Além disso, o aspecto da análise custo-benefício, referido tanto na literatura sobre economicidade quanto nos textos sobre análise econômica do direito, sugere que o assunto também possa ser abordado de modo a correlacioná-lo ao conceito econômico de eficiência de Kaldor-Hicks ou de maximização da riqueza. Na jurisprudência, foi encontrada grande quantidade de sentidos de eficiência, a indicar que o STF pode não ter um posicionamento claro, senão em relação à concepção do dever constitucional de eficiência como um todo, pelo menos em relação a aspectos do conceito, a implicar a necessidade de elaboração, pelo tribunal, casuisticamente, de critérios para considerar que determinada conduta ou medida cumpre ou viola esse dever constitucional. Verificou-se, ainda, a ocorrência de aparentes divergências entre os ministros não apenas com relação à solução concreta de um caso, mas com relação à definição, em um mesmo caso, do sentido do dever de eficiência. Não se pode afirmar, no entanto, com segurança, que a concepção do dever de eficiência em um acórdão seja determinante, no STF, para a orientação dos votos. Ainda assim, um mesmo caso pode ter soluções distintas a depender do sentido de eficiência que se adote. Ademais, os acórdãos que parecem proceder a análise custo-benefício não se parecem referir a conceitos ou a critérios de eficiência econômica para fundamentar essa análise. Esses acórdãos também raramente fazem referência a dados empíricos. Quanto aos tipos de norma às estruturas argumentativas para aplicação, a literatura faz referência a teorias incompatíveis que dificultam compreender de maneira inequívoca como ocorre essa aplicação. O STF, a seu turno, faz uso de pelo menos 3 (três) estruturas argumentativas para aplicar o dever de eficiência: o consequencialismo, a análise custo-benefício e a ponderação de normas. O uso concomitante da análise custo-benefício e da ponderação de normas, contudo, enseja confusão entre o dever de eficiência e a máxima da proporcionalidade. Nesse contexto, a proposta conceitual busca tornar claros os sentidos, os tipos de norma e os modos de aplicação do dever constitucional de eficiência, mediante adoção de referencial teórico único que seja compatível com os achados de jurisprudência. Sendo assim, propõe-se a classificação do dever de eficiência como sobreprincípio e do dever de economicidade como postulado, com referência às concepções teóricas de Humberto Ávila, buscando-se evitar incorrer nos problemas diagnosticados na doutrina e na jurisprudência.

Círculos ao invés de linhas: em busca de valores e princípios estruturantes da gestão social. Projeto juventude, participação e autonomia (Instituto Universidade Popular - UNIPOP)

The organizations are characterized as dynamic spaces, they are being revisited and redefined, because they constitute structural human spaces and new vain outlines won expression. As it begins, of the non consensus in its conception, it is explicit the complexity degree that is identified in the plurality and diversity, brought by the people that compose them, characterizing it as accomplishment space, of happiness and also of conflict, of relationships of power and organizational limits and from birth and burial of faiths, values, norms, symbols, knowledge and rituals, therefore, deeply human. In that way, to know the administration of the organization is preponderant condition for the format of the human relationships to be delineated in its living. Like this the work makes an option in knowing the social administration, this work tries to know and analyze the values and beginnings of the social administration; revealling characteristics and specificities of the organizational performance of UNIPOP that contribute to the formation of the conception of Social Administration, it tends as source of the information the managers of the institution; to identify the formative values of UNIPOP that contribute to the youths' partner-political action in the community, tends for reference the current students of the organization and last to evaluate values structurates and supporting that interconnection between the organizational Administration, formation youth's program, participation and autonomy and attendance, starting from the existences gained by the exits, of that program. This way, the research will be qualitative, looking for understanding starting from their documents, the existence of those values

A verdade (des)construída: a inserção da homossexualidade na comunidade cristã Nova Esperança, em Natal

The religious plurality has been increasingly intense in Brazil, while it has served as an object of study in various fields of knowledge. In this context, this paper aims to point out the general heterogeneity among experienced growth of Protestant and evangelical denominations, especially those who claim to be inclusive by attending to human diversity, seeking to understand the relationship between religion and homosexuality. Specific objectives aim to understand the functioning and speeches produced by Comunidade Cristã Nova Esperança in Natal. The theoretical framework was seated in the works of Bento (2008), Lima (2009), Goffman (2001), Natividade (2008), Musskopf (2008), Helminiak (1998), Foucault (1997), among others. We tried to discuss the trajectory and how is the process of organization of the Comunidade Cristã Nova Esperança in Natal, the social advances that have reached homosexuals in our country, how this institution has contributed to the shift in paradigm in Christianity in respect to matters pertaining to religion and homosexuality, and the meaning of being a homosexual christian from the viewpoint perceived by social subjects living this experience

Da poética das lágrimas a uma poética do riso: de Aristóteles ao One-man show

Since the 1970s, the world observes the fragmentation, hybridity, plurality and miscegenation that are taking over the scenic arts. The contemporary poetry feels free of the classical rules; theater no longer obeys the requirements of the poetic "manuals"; the rigid boundaries between genres disappears; artists cease to represent to the public to talk with him. In the last decades of twentieth century and in the twenty-first century, emerges the laughable phenomenon of One-man Show in the brazilian scene, object of this research, as a result of this evolution of the performing arts. It is a form of theater that emerged in the brazilian context, snatching public attention in alternative spaces, theaters and, as it should be, also on the Internet, often confused with the Stand-up Comedy. It is necessary a research that delimitate and pursue to identify the essential characteristics of the brazilian One- Man Show, not only by the absence of theoretical references concerning this, but also to understand some aspects of the brazilian scene and the situation of laughter and comedy in it. In the first chapter, a discussion about comedy and laughter in classical antiquity is presented, using the writings of Plato and Aristotle as a starting point; in the second, some of the main classical theories of laughter are reviewed, attempting to identify the general characteristics that enable to understand the construction of the comedy; the third chapter generally dicusses about the moment of the brazilian theatrical scene in which emerges the One-man Show; and in the fourth chapter, there is an explanation about this phenomenon and a description of the practical exercise titled Experimento One-person Show: Damas

Dos atos confessos aos afetos não-ditos: Um olhar sob as múltiplas experiências femininas a partir da análise dos discursos jurídicos, jornalísticos e orais

Women, subjectiveness, experimentations. This paper walks through gender, sexuality, body and subjectivity, bounding as the focus denaturalize the representations of womanlinessstaff and manliness and the modeled subjectivity by normative discusses that shows the transcendency based on multiplicities of experiences, wishes and life way wattled by men and women from the Caicó City s society in the decades from 1900 to 1945. For this, it was adopted a dialogic methodology inlcluding bibliographic and theorist references as well as sources like articles from Jornal das Moças (Lady s Journal); defloration s crime processes, abortion, infanticide and body lesions; iconographic sources and Caicó citizen memories in the period commented. Based on that sources, this work analyze the discursive construction of feminine through Justice and Jornal das Moças that paved by sanitarian, normalizing and moralizing discourses has spread clichés and stereotypes of womanlinessstaff and manliness, which has resulted by to universalize the experiences feminines in polarities and binary oppositions regarding to manliness, it has delineated them as asexual, irrational, anesthesiaed for pleasure and biologically meant to home activities modeling subjectivities that did not create ways for the singularization processes. This polarities, effects of sexual regulatory practices and gender legitimate the representations of courtship, maternity and honor, that although it has been incorporated not passivant on the building of the poor men and women subjectivity, it did not support itself in view of socio-cultural and economic reality of the poorest society side. Therefore, on this work emerge a plurality of women who has transited past the public sphere, who interlaced amorous informal relationships, who has kept relationships before the marriage, who hás established multiples familiar arrangements and helpful networks, who was single mothers without being considered dishonored women by social groups, who made matrimonial agreements without the rules of a formal civil marriage, who made use of beverageey to provoke the menstruation constituting multiples ways to experiment the life. This subjective feminine experimentations turned it possible to notice that representations concerning about the body, sexuality, date, maternity and honor of this women has constituted itself while molecularies and particulares . It was the affection not commented of the feminine sexuality that turned it possible to analyze the construction of singular subjectivities as a opened process, continuous, active, begetting new lands, life ways and wishes cartographies

O papel da delegacia da mulher no município de Aracaju no combate à violência doméstica contra a mulher

This survey aims to study the importance of the Women's Police Station in gender conflicts resolution and the effectiveness in meeting to the protection and assistance to the woman who suffers domestic and family violence, whereas its relationship with the existence or not of specific programs directed to this problematic. The present work analyzes the process of implementing such public policies from empirical data collected along the Station Specialized women`s defence; focuses on the process of articulation between the plurality of actors and interests. This review is a qualitative research and part of the construction of a theoretical landmark, analyzes data documentary sources and covers a sample of the various participants. Discusses about domestic violence against women, focusing also on the issues relevant to the elucidation of this thematic, demystify the dichotomy between the public and private sphere and explicit symbolic dimension of domestic violence as a violation of the human rights and fundamental freedoms

Paulo Freire e a pedagogia do oprimido: afinidades pós-coloniais

The main objective of the present research is to reflect on the affinities between post-colonial theories - analytical perspectives directed toward the discussion of colonialism and its effects on the contemporary social fabric - and Brazilian educator, Paulo Freire‟s (1921-1997) Pedagogy of the Oppressed, written at the end of the 1960‟s. The study aims to make the argument that the present reflections on the featured work is an example of a post-colonial theoretical framework, delineating a critical modus operandi of colonialism, particularly in its cultural and epistemic dimensions, delineating a problematization of the processes of cognitive domination set, above all, by the European colonization of the Latin American continent, with the formation of the modern-world-system (WALLERSTEIN, 2007), dated from the 16TH Century forward. From this stand point, and especially supported by the contributions of Boaventura de Sousa Santos on the sociology of absence, the present work accentuates Pedagogy of the Oppressed as a set of reflections that bring the possibility of a pedagogy of absence (SANTOS, 1996), having in mind that, this book deals with, the presuppositions of an educational action, which considers the plurality of knowledge and social practices by way of the establishment of a pedagogical practice of collective construction, emancipator and dialogic that arises from the encounter to the indolent reason (SANTOS, 2009) in which the silencing of the voices of the oppressed, construct their conditions of invisibility, promoting also the absence of the social questions inherent to the processes of teaching and learning. It is with this perspective, however, that post colonialism is considered a theoretical site for the affirmation and the reinvention of the Pedagogy of the Oppressed, an obligatory reference in the construction of a prudent knowledge for a decent life (SANTOS, 2006)

Mulheres na Política e Autonomia

The proposal of this study was to work with women in the politics, focusing on their trajectories, biographies and speeches, to catch the meanings given by themselves to their insertion in the political field. The privileged instrument of research was the autobiographical narratives of fifteen women who, in Paraíba, had participated of the electoral processes and the life partisan politics in the period from 1998 to 2008, in the state and federal scopes. This permitted us to search the dimension of their lived expericence, to understand the trajectories and the processes of autonomation of the women, in the politics. Moreover, a quantitative mapping of the feminine presence in the processes was made electoral politicians in a wider context. In a similar way, two surveys had been carried throughout the research, among others aspects, to understand that image voters and politicians they construct concerning the feminine participation in this field. These instruments were important not to lose of all the social view where these lives were developed, the places from which these women speak and locate and the social meanings originated from this participation. The research aimed to establish dialogues between knowing and fields of discipline, beyond the dichotomy of actor/structure, preventing generalizations that ignore the plurality of the individuals, to reveal some aspects of the complex and contradictory processes that involve their participation in the political field. At last, it is tried to show that, although the frequent accusations of autonomy lack, when establishing relations in the public space, the women, as all subjects, can reflect about themselves, the motives of their thoughts and their actions escaping from the servitude of the repetition and avoid being only product of the institution that formed them (CASTORIADIS, 1992, p.140-141)

Narrativas do Brasil nas memórias de Pedro Nava

This thesis is a translation of work of the Brazilian doctor, Pedro da Silva Nava (1903-1984), in particular, his memoirs and chronicles, articulated with the writings of medicine history, aiming to defend that the autobiographical narratives are sources of research capable of promoting discussions on the expansion of the present at the confluence of complex and unequal society in constant changing process as the Brazilian. The theoretical and methodological support circulates around studies, proposals and thesis by Boaventura Santos about empowering past, destabilizing subjectivity, sociology of absences, cosmopolitan reason and translation work. The empirical support drawn from the literature produced by Nava were analyzed with reference this reasoning and studies that have facilitated the flow of translation among others, the studies of Antonio Candido, Arrigucci Jr., Boris Cyrulnik, Beatriz Sarlo, Ecléa Bosi, Ítalo Calvino, José Willington Germano, José Maria Cançado, Lev Vygotsky, Marilena Chauí, Paul Ricöeur and Walter Benjamim, without neglecting what we consider indispensable to scientific research, the production of relevant knowledge and prudent, in view of a decent life. The initial inflections reflect the subject of the Memoirs and its education/training, to then place the Memoir subject in the literary context, scientific, historical and Brazilian poetic (1972-2010), bringing great interpreters and discussing the rationale used by the Narrator that we defend stand closer to the cosmopolitan, showing the formation of narratives whose presence insert itself beforehand to modernist verve, linked to the discursive array against the literature as domination space, disseminated in Brazil in the early twentieth century. So, it articulate with those in which the concerns adjust the construction of the social formation of Brazil as a national heritage through literary narrative that focuses on a historical principle that becomes the past empowering, allowing his rereading, whose converge to memory, the lifestyles, the plurality of language and Brazilian culture, formed by several people, converging into a design not of culture but multiculturalism in Brazil. The memory issue was addressed in the space-time of experiences of being that narrates, shaped by a destabilizing subjectivity that sought to order the testimony of a time, a history and society, retelling them by creative imagination, almost fictional, to make circulate his knowledge about Brazil attached to his medical knowledge, as well as other subjects in his living group and other groups with whom they maintained contact. Thus, he portrayed both tangible and intangible cultural assets of the country as a form of preservation, giving them meanings and sense. It approaches, therefore, from the perspective of sociology of absences, the expansion of the present and by the logic inherent in his narratives of self and Brazil

Padre Miguelinho :o intelectual, o professor, o revolucionário - vozes que se fazem ouvir

This research work worries in building the history of the natalense priest Miguel Joaquim of Almeida Castro, Miguelinho, I don't just eat one of the heroes and martyrs of the Revolution From Pernambuco of 1817, as bill the traditional history, but also the educated man, the intellectual and the admired teacher. The studied period understands the beginning of the century XIX, when priest Miguelinho comes back to Brazil, coming of Portugal, to assume teacher's occupation in the Seminar of Olinda, and it ends in the year of 1817, marked by the Revolution From Pernambuco, one of the most important movements in the fight for the liberation of Brazil of the Portuguese domain. Miguelinho, one of the leaders of the Revolution, that also reached the provinces of Paraíba and of Rio Grande do Norte, it was executed by the real troops. Like this, he tries to understand the Priest's conflicting relationship, while representative clergyman, of a Church that almost obtained a religious monopoly, and your ideals per centuries more gone back to a social and economical order of Illumines, that even certain point condemned the attitude of the own Church. The objective, then, is to understand through the path of priest's Miguelinho life, not only the intellectual, the teacher and the revolutionary, but the representation of your political and pedagogic-educational ideas in a die historical moment and the creation of the republican myth, looking for the plurality of an universe that seeks, per times, to flee of our theoretical context

A rotina de crianças de zero a dois anos na educação infantil e as especificidades infantis

In current upbringing production, children are often conceived as rightful subjects, and concrete and singular people, marked by specificities that schools must respect, mainly their personal wholeness, their care and attention needs, as well as their abilities to learn and produce culture. In the educational practices frame, routine is considered to have a definitive roll in time, space and activities structuring, as with actions and relations of subjects involved. In that perspective, this research aims to analyze routines of zero to two years old children in the upbringing context, relating to their childish specificities. Anchored in the qualitative approach, a Case Study was developed, according the procedures of daily routine observation and semi-structured interviews with six nursery teachers of CMEI Centro Municipal de Educação Infantil, Natal-RN, the research field. The data analysis was based in Speech Analysis principles. The teachers utterances regarding routine and it s roll in the frame revealed significances related to control/regulation of actions theirs and students aiming to streamline tasks; learning relative to routine itself, time and school practices. Thus, prospects of discipline and exercise of power of teachers over students surges, reducing their possibilities to participate. These conceptions reflect the daily routine of the kids and their teachers. By analyzing the methods of routine operation in the time/space/activities frame of CMEI, it was possible to perceive its homogenization of actions and rhythms, not only of the group s children, but the whole institution, which creates, many times, a controlling character that contains/prevents children s initiative. However, it was also possible to observe that in routine recesses, when it s relaxed, and other spaces, times and actions are provided, kids have the opportunity to experience and create different ways of action and relation with time, materials, other kids and teachers, being, as such, respected their specificities. We highlight the importance of reflections regarding routine in upbringing context, as to comprehend it s functions and the need for it s construction to take a multiple character that respects the plurality of situations and singularities of children as persons

O corpo como matriz pedagógica

The contemporary conjuncture based on the capitalistic knowledge converges to the corporal consciousness that makes us see, feel, taste and hear, be in/to pieces. Disembodied reason legitimate and legislate ways of being and living socially and its development is the dehumanization of human relations causing pain and suffering. The objective of this work is to discuss the body as pedagogical matrix through imagistic/artistic elements: music, painting and literature. Metaphors lead to self knowledge of human subjectivity and approach us to the kaleidoscope of sensitive knowledge and enables learning to learn with the infinite combinations of images, knowledge, feelings and worldviews. The song Memória da Pele comes in the voice of Maria Betânia speak of the memories that are not mine, but are tattooed in me in the memory of skin, singing the memories of a love lived by who tries to forget rationally, but the body insists on remembering. It is password to think about what we are. The short story by Clarice Lispector, entitled Miss Algarve, narrates the life story of an unmarried and virgin woman, and her encounter with an alien called Ixtlan. Until then, she who lived as if every day were a Monday, found herself seduced by the pleasure of having a body in contact with another body, which also allowed her to give visibility to the bodies of others. She had repudiation by the immorality that her body and the other s perspired. The discovery of the body brings important lessons for nursing, involving our body and the others'. The painting the flying bed or Henry Ford Hospital, by Frida Kahlo, is our final metaphor. The traumatic experience of abortion is shown in this painting trough the picture of the artist naked in a hospital bed. This painting invites us to reflect on our work process. We need to think in multiple dimensions of the being and accept the invitation of art, so that the lightness confronts us with the weight imposed by the hegemonic ideology. I believe it is not a single view, but the many views that should justify the knowledge and practices of nursing; what matters is that they are woven into the dialogue, democracy, provided that protagonism of those individuals involved in this process, in the wandering and uncertainty, in the rewiring, solidarity, plurality. To this end, the body must be the great pedagogue that is able to be viewed not as a tapestry seen by the right view, as the logical knowledge sees, but seen by the opposite side in its singular, irregular, discontinuous weavings