COMUNICA����O MERCADOL��GICA EM M��DIAS SOCIAIS ONLINE AN��LISES PARA RELACIONAMENTOS EM REDES VIRTUAIS

Com o prop��sito de incrementar suas campanhas mercadol��gicas, muitas organiza����es, recorrem ��s ferramentas de m��dias sociais hospedadas na Internet. Com isso, procuram o aumento de produtividade com ado����o de sistemas automatizados de reprodu����o de mensagens, ou mesmo de recursos de acesso direto, inserindo mensagens de car��ter persuasivo nos f��runs de discuss��es em comunidades online. Uma certa falta de sensibilidade para com o trato comunicacional, num meio potencialmente promissor, mas que pede uma outra interpreta����o, para posterior a����o. Frequentemente implica em uma possibilidade de reverbera����o indicando ser imprescind��vel maior aten����o na elabora����o e no direcionamento desses fluxos comunicacionais, acentuadamente os de prop��sitos persuasivos. Nesse sentido, o presente trabalho prop��e o estudo de comunidades online nas quais possamos a partir da identifica����o dos fatores que levem �� sua forma����o, analisar e interpretar sua estrutura e seus fluxos comunicacionais, tais que, indiquem seus elementos agregadores. Para tal, com os preceitos metodol��gicos observados, objetivou-se demonstrar que, com esses componentes, as an��lises podem ser desenvolvidas para melhor adequa����o de estrat��gias de relacionamentos, possibilitando a����es inerentes ao processo comunicacional mercadol��gico com essas comunidades. A metodologia ora empregada envolveu an��lise estrutural da rede com aplica����es de softwares como UCINET, integrado com NetDraw, e dos fluxos comunicacionais, que formaram o corpora, analisado com a su��te Wordsmith Tools. Uma rede formada em comunidade hospedada na ferramenta orkut, por meio da obten����o dos conte��dos de f��runs tem��ticos, forneceu o corpora para as an��lises lexicais. Os resultados obtidos puderam caracterizar, n��o s�� a pr��pria exist��ncia da rede social, como as potencialidades de relacionamento, a partir de interpreta����es de fluxos dial��gicos de seus elementos agregadores, por meio de recursos visuais (grafos), estat��sticos e lexicais.

COMUNICA����O E COMPARTILHAMENTO DE CONTE��DO: O USO DE RECURSOS EDUCACIONAIS ABERTOS POR DOCENTES DA UMESP

No ��mbito do Direito �� Comunica����o, dos Direitos Humanos e da discuss��o a respeito dos Direitos Autorais sobre obras principalmente liter��rias e cient��ficas, este trabalho tem como principal objetivo o desenvolvimento e aplica����o de uma pesquisa de campo de car��ter explorat��rio. Ele busca estabelecer um mapeamento do uso das pr��ticas de produ����o e compartilhamento de conte��do aberto por parte do corpo docente da UMESP, por meio do uso de licenciamento livre do tipo Commons e seguindo os preceitos apregoados pelo movimento dos Recursos Educacionais Abertos (REA). Portanto, o m��todo estat��stico utilizado foi o de amostragem probabil��stica aleat��ria simples utilizando-se de question��rio com perguntas fechadas, possibilitando a elabora����o de uma base de dados consistente que foi explorada no intuito de confirmar a hip��tese inicialmente formulada, al��m de contemplar outras infer��ncias n��o menos interessantes. A principal conclus��o apresentada �� que, mesmo que n��o seja de conhecimento da maioria do corpo docente da UMESP sobre o compartilhamento de conte��do sob licenciamento livre e nem tampouco sobre o movimento REA, n��o existem restri����es significativas quanto �� ades��o a tais pr��ticas.

M��DIAS DIGITAIS SOCIAIS NO AUX��LIO AO EAD: As Novas Tecnologias da Informa����o e da Comunica����o como processo facilitador na rela����o de ensino-aprendizagem

No presente trabalho investigou-se a ado����o por parte das institui����es educacionais dos recursos e ferramentas dispon��veis nas m��dias digitais sociais, que permitem a comunica����o s��ncrona e ass��ncrona, estimula a comunica����o para maior interatividade, dialogicidade e colabora����o entre os atores envolvidos no processo ensino-aprendizagem da educa����o a dist��ncia. Para tanto, verificou-se como os alunos que estudam na EAD reagem ��s novas possibilidades oferecidas com o advento das novas tecnologias da informa����o e comunica����o - NTICs. O estudo focou os alunos que estavam, no momento da pesquisa, cursando os segundos bimestres dos Cursos de Tecn��logos em: Marketing, Log��stica, Recursos Humanos e Gest��o Comercial em EAD, das universidades Anhanguera e Metodista, dos p��los de S��o Caetano do Sul e Mau��. Na sele����o da amostra, optou-se pelo modelo n��o probabil��stico do tipo intencional, adotando-se o crit��rio de que os alunos selecionados conheciam os recursos e as ferramentas utilizadas nas m��dias digitais sociais das institui����es. Como instrumento de medida, utilizou-se um question��rio tipo Likert composto por 7 dimens��es e 32 assertivas, al��m da t��cnica de entrevista de grupo focal, totalizando 5 encontros. Resgatou-se historicamente alguns pontos sobre o movimento das novas tecnologias, sobretudo as digitais, bem como a educa����o na modalidade a dist��ncia, desde o s��culo passado at�� a atualidade. Al��m disso, procurou-se entender o quanto as a����es governamentais t��m apoiado as transforma����es tecnol��gicas que impactam direta e indiretamente nos aspectos educacionais. Outro tema abordado para a discuss��o desse trabalho foi a Sociedade do Conhecimento, que tem papel de suma import��ncia para o desenvolvimento e avan��o das Novas Tecnologias da Comunica����o e Informa����o. As discuss��es para as an��lises dos resultados foram norteadas pela Teoria da A����o Comunicativa de Habermas que ajudou a compreender e indicar a import��ncia dos conceitos vistos sobre o mundo da Vida e o mundo do Sistema, dentro da realidade atual da EAD e das NTCs. Os dados apontaram que os alunos que estudam nessas duas Universidades s��o em sua maioria, casados, possuidores de filhos e pretendem com seus estudos dar um salto qualitativo em suas carreiras, acessam a internet de suas resid��ncias, local de trabalho e nas universidades que estudam. S��o conhecedores e aproveitam as M��dias Digitais Sociais - MDS oferecidas por suas universidades e as utilizam para se comunicarem com seus colegas e seus professores, mas, interagem melhor com as ferramentas oferecidas pelo mercado, que est��o dispon��veis na Internet e fazem uso de forma bastante significativa do mensageiro e-mail para a comunica����o entre seus colegas. A pesquisa tamb��m assinalou que, o p��blico pesquisado pertencente �� gera����o de imigrantes digitais se adapta e utiliza relativamente bem as ferramentas oferecidas por ambas as Universidades. Entretanto, tamb��m indicou que, os recursos e as ferramentas digitais oferecidas pela institui����o de ensino que podem facilitar o processo comunicacional dentro das institui����es educacionais s��o conhecidos, mas, ainda se encontram aqu��m, frente ��s possibilidades oferecidas pelas novas tecnologias digitais utilizadas no mercado. Para a maioria, as MDS s��o de grande import��ncia e facilitam o processo comunicacional dentro da rela����o de ensino-aprendizagem, entretanto, apontam que o di��logo poderia ser mais din��mico se houvesse por parte dos professores ou tutores EAD maior intera����o on-line. A pesquisa assinalou que as m��dias digitais sociais e suas ferramentas, oferecidas pelo mercado e que s��o utilizadas fora da rede do EAD, por serem mais interativas e intuitivas e estarem vinculadas a um ambiente mais descontra��do, permitem maior colabora����o e uma comunica����o muito mais ��gil do que as vivenciadas na rede EAD.

COMUNICA����O PARA OS PEQUENOS NEG��CIOS: PROPOSTA DE MODELO DE APLICA����O PR��TICA PARA POSICIONAMENTO EM M��DIAS E REDES SOCIAIS DIGITAIS

A comunica����o via m��dias e redes sociais digitais �� uma atividade estrat��gica de suporte para a consecu����o dos objetivos dos pequenos neg��cios que, em face de uma realidade de restri����o de recursos financeiros, estrutura administrativa reduzida e necessidade de obter resultados no curt��ssimo prazo, encontram nas ferramentas da internet alternativas vi��veis para o posicionamento e a diferencia����o de seus neg��cios. Os objetivos desta tese envolvem tanto a compreens��o da import��ncia da comunica����o organizacional para os pequenos neg��cios quanto �� identifica����o das particularidades dos pequenos neg��cios, o desenvolvimento de um instrumento para orientar a atua����o estrat��gica dos pequenos neg��cios nas m��dias e redes sociais digitais e a an��lise da colabora����o deste instrumento para as atividades empresariais dos empreendedores individuais, das microempresas e das pequenas empresas. Realizaram-se, primeiramente, estudos bibliogr��fico e documental com vistas �� fundamenta����o te��rica da pesquisa e �� compreens��o dos pequenos neg��cios e dos aspectos contempor��neos acerca da comunica����o institucional. Sucedeu-se o trabalho de desenvolvimento do Modelo de Aplica����o Pr��tica para Posicionamento em M��dias e Redes Sociais Digitais e, posteriormente, uma pesquisa qualitativa, compreendida por duas etapas: a) aplica����o do modelo proposto a tr��s empresas; e b) avalia����o do modelo. Os resultados da pesquisa mostram que, a despeito de o Modelo de Aplica����o Pr��tica para Posicionamento em M��dias e Redes Sociais Digitais contribuir estrategicamente para o posicionamento dos pequenos neg��cios, de maneira geral, a comunica����o nesse tipo de empreendimento n��o surte melhor efeito porque esbarra nas limita����es pr��prias desse tipo de empresa.

O NEG��CIO DA COMUNICA����O EM TURISMO Cluster no N��cleo de Turismo da Editora Abril

Esse trabalho examina a rela����o da Comunica����o com o Turismo discutindo a import��ncia dos produtos de comunica����o junto ao neg��cio do turismo no Brasil. Tem como corpus da pesquisa o N��cleo de Turismo da Editora Abril, formado pelas publica����es Guia 4 Rodas, revistas Viagem e Turismo e National Geographic Brasil, e o portal de viagens www.viajeaqui.com.br. Investiga o peso e o amadurecimento do setor de turismo na economia brasileira, o crescimento e a consolida����o do mercado editorial neste segmento. Discute o papel do Cluster na ��rea de Turismo e seus efeitos no Jornalismo. Por meio da an��lise de conte��do avalia os processos de produ����o das publica����es do N��cleo, o caminho das informa����es compartilhadas pelos profissionais envolvidos e o impacto dessas informa����es nos p��blicos-alvos de cada ve��culo. Faz ainda uma reflex��o sobre os limites entre Jornalismo e Publicidade em m��dias segmentadas dentro de um Cluster.(AU)

Os limites constitucionais ao exerc��cio de direito de patente e seus reflexos na ind��stria do petr��leo, g��s natural e biocombust��veis

This dissertation deals with the constitutional limits on the exercise of patent rights and its effects on the oil, natural gas and biofuels. Held with the support of ANP / PETROBRAS, It seeks to show how the law will limit the exercise of industrial property, based on a reinterpretation of private law by the constitutional development perspective . Today it is a fact that Petrobras, a Brazilian joint venture, has the latest technology in various sectors of the oil industry, and is one of the highest investments in developing new technologies. The overall objective of this thesis is to establish the relationship between the public interest of the Petroleum Industry, Natural Gas and Biofuels and constitutional limits to the free exercise of patent rights, then confirm or refute our hypothesis that Article 71 on Industrial Property Law is contrary to the existing objectives in Article 3 of the Constitution of the Federative Republic of Brazil. The research aims to examine the relevant aspects of the legal nature attributed to IPGN constitutionally confronting the constitutional limits on the free exercise of patent rights, with the purpose to outline the state of the performance limits in the regulation of the economy, in particular the application of feasibility limitations on the right of property in favor of national interest on the strategic energy industry. The aim is to confront the fundamental rights to property and economic development, against the public interest, limiting these first. As to the objectives, the research will be theoretical and descriptive and harvest of industrial property, respect the possible impact of regulatory standards and limiting the right of ownership in the oil industry. To establish how the state will mitigate the intellectual property right, we discuss, at first, a definition of public interest from the general theory of state and sovereign character in order to establish a new concept of national interest and popular interest, which will in turn the definition of our concept of public interest. In the second phase, will be addressed the issue of industrial property rights and how to will be free exercise thereof, in the constitutional sphere, infra, and demonstrating the use of industrial property rights with examples of market and IPGN . After situating the industrial property rights in the constitution and national legislation, establish their relationship with the national and regional development, will be addressed in this chapter in particular the patent law, as most usual form of intellectual property protection in IPGN. Used a study highlighting the number of patents in the area of the analyzed industry, demonstrating with hard data the importance of a sector for industrial development. The relationship between the social function of intellectual property and the constitutional objective of development was characterized to demonstrate the strategic nature of oil to Brazil in the national and international scene, and put into question the hypothesis of the research which provides that even with large investments the lack of legal certainty in the sector turns out not to have a considerable volume of investment as it could.

Direitos fundamentais sociais no Brasil: desafios e mecanismos para sua concretiza����o

The work referred to above, in order to contribute to the legal issues, economic, political and social of the violation of social rights, performs even firmer approach to various implementation mechanisms of social rights in Brazil. Therefore, it begins the study dealing with aspects and important characters of the rights under discussion, as its normative forecast, concept, classifications; respect of social rights with the existential minimum; the principle of reservation of the possible and the need to use this principle as optimization commandment of state resources and the deficit of the realization of social rights in the country. This, in later chapters, in an interdisciplinary approach, challenges and proposals for the realization of social rights by bringing in each chapter, mechanisms for such implementation. That way, as a general objective, it has been to contribute to the discussed problems, when present proposals for the realization of social rights in the Brazilian context. As specific objectives, as well as record the key aspects of the rights in allusion, the one has to promote the perspective of economic development and taxation as posts instruments that the State must be focused on the promotion of social rights by registering in this context that nonexistent economic development without reducing poverty, misery and social inequality and adding that there should be a directly proportional relationship between the tax burden in the country and the human and social development index; analyze the achievement of budget control as essential and healthy measure for the realization of social rights; highlight the importance of society to the achievement of unavailable social interests, affirming the need for the implementation of participatory democracy and, in this line, brings knowledge of the Constitution and the constitutional sense as elements that provide the constitutional progress. Finally, it presents a study on public policies, considering that these are equivalent to the primary means of the promotion of social rights. That way it analyzes the stages that integrate public policies, ranging from the perception of social problems for evaluation and control of the policies implemented; debate about the administrative discretion in when it comes to public policies; brings the classification of essential public policies, the relationship of these with the existential minimum, control parameters and, finally, the legalization of public policy, regarded as legitimate to remedy the unconstitutional state failure and give normative effectiveness and strength to the defining constitutional rules for fundamental social rights. It uses to achieve the objectives outlined, the bibliographic and normative approach method and performs an analysis of jurisprudence related understandings to matter. In the conclusions, it rescues the most important aspects elucidated at work, with the aim of giving emphasis to the proposals and mechanisms that contribute to the solution of the discussed problems.

Turismo e terceiro setor: o papel e atua����o de organiza����es n��o-governamentais no polo costa das dunas/RN

O tema deste estudo visa pesquisar o papel e atua����o das Organiza����es N��o Governamentais - ONGs, terceiro setor do turismo, no estado do Rio Grande do Norte - RN, identificando a atua����o e participa����o no turismo, para, assim, elencar suas contribui����es e benef��cios para as popula����es locais, para o usu��rio dos servi��os e para o incremento da economia no Estado. Analisando as que atuam no turismo do Rio Grande do Norte, procurou-se identificar suas contribui����es, caracter��sticas e estruturas, descrever as suas formas de atua����o e os respectivos resultados e influ��ncias. Buscou-se verificar se a organiza����o atua na ��rea de turismo e local adequado para o desenvolvimento das atividades tur��sticas nos seus projetos, na gest��o administrativa e operacional. Para tal, utilizamos a teoria do livro ���An��lise Estrutural do Turismo��� (Beni), bem como o Modelo Referencial do Sistema de Turismo (SISTUR). Avaliando se o tempo em que essa institui����o atua na ��rea propiciar�� ��s pessoas, de acordo com seus perfis, assimilarem conhecimento como gestoras no processo dos projetos. Observamos como funciona a Gest��o de ONGs, a fim de identificarmos se as ONGs trabalham adequadamente as fun����es gerenciais. Se h�� envolvimento da organiza����o nos projetos e nas suas fases de processo, assim como, sua import��ncia e dificuldades encontradas na rela����o estabelecida entre as ONGs e a sociedade. A partir disso, poderemos identificar o envolvimento da comunidade que se beneficia.

Plano de desenvolvimento sustent��vel e articula����o de pol��ticas p��blicas: o controle de pol��ticas ambientais pelo poder judici��rio

The right to the preservation of a healthy environment is perceived as a Fundamental Right, inserted in the National Constitution and referring to present and future generations. The preservation of the environment is directly connected to the right to Health and Human Dignity and, therefore, must be treated as a personal right, unavailable, claiming for a positive response from the Brazilian State, through the development of related public policies, control of potentially harmful economic activities, with special focus on the principles of precaution and solidarity. The Brazilian judiciary must thus be attentive to the guardianship of the Fundamental Right. The judiciary control over the execution of public policies is based on obeying the principle of the separation, independence and harmony between the Powers, however it should never deviate from the constitutional obligation of caring for the effectivation of the rights and guarantees within the Magna Carta. In the balance between the principle of human dignity, from which springs the right to a healthy environment and the principle of separation of powers, the former should prevail, maintaining the latter to a core minimum.

Internacionaliza����o de empresas e o fechamento do capital : um estudo sobre a deslistagem no mercado brasileiro

This work contributes to the finance literature proposing to analyze the relationship between the degree of internationalization of Brazilian companies and the likelihood of delisting. Therefore, even though the internationalization as a differential, in the formulation of hypotheses and analysis of the relationship between the variables dealt with concepts and theories within the Corporate Governance, which is already established in theory when it comes to delisting. First, with a view to the theory of internalization, which gives competitive advantages to the company due the adoption internationalization strategy and in parallel to the positive effects that this strategy generates on firms performance, it was formulated an hypothesis that the degree of internationalization would be adversely related to the probability of delisting, mainly due to such benefits generated to the organization. In turn, as an alternative hypothesis of the research, it proposed a positive relationship between these variables, based on agency theory, according to which internationalization would contribute to delisting by increasing geographical separation between shareholders and managers and, consequently, agency conflicts and the difficulty of monitoring. For the achievement of objectives, as well as being included economic and financial variables and GC, it was proposed the analysis of periods of crisis, as the events of recent past of the Brazilian economy. Starting from a base model initially developed by Pour and Lasfer (2013), which later, the proxies of internationalization and crisis have been added also contemplating adjustments to the Brazilian context. The data collected include the period from 2006 to 2014 and information on active and inactive companies at Bovespa. As results, it was found negative significance between the degree of internationalization and the delisting decision, confirming the first hypothesis of the research and stating that the benefits generated by internationalization in the company generate it spreads and results that reduce the probability of delisting. By analyzing the results of control variables was still possible to observe that, even internationalization reducing the likelihood of delisting, by particular aspects of corporate governance in Brazil, such as the high ownership concentration, the benefits it generates contribute to delisting. Regarding the analysis in crisis, the consequences of the crisis of the US subprime in general market were more relevant that the occurrence of itself, unlike the Brazilian internal crisis of 2014, which was statistically significant for the analyzed event. For future researches it is suggested the expansion of database and individual treatment of the reasons adopted by a company when delisting decision.

Efeitos da internacionaliza����o no desvio da estrutura de capital alvo e na velocidade de ajuste

This dissertation investigates the effects of internationalization in two gaps related to the capital structure that have not been discussed by the Brazilian literature yet. To this, were developed two independent sections. The first examined what the effects of internationalization on the deviation from the target capital structure. The second examined what the effects of internationalization on speed of adjustment (SOA) of the capital structure. It used data from Brazil, multinational and domestic companies, from 2006 to 2014. The results of the first analysis indicate that internationalization helps reduce the difference between the target and the current debt. That is, to the extent that the level of internationalization increases; whether only export or a combination of export, assets and employees abroad, the gap between the current structure and the target structure decreases. This reduction is given as a function of internationalization as a consequence of the upstream effect of the upstream-downstream hypothesis. Thus, as the Market Timing theory, it can be seen as an opportunity for adjustment of the capital structure, and with the reduction of deviation, there is also a reduction in the cost of capital of the firm. The result of the second analysis indicates that internationalization is able to significantly increase the speed adjustment, ensuring for the multinational a faster adjustment of its capital structure. Exports increase the SOA in 9 to 23%. And when also kept active assets and employees abroad the increase is 8 to 20%. In terms of time, while domestic company takes more than three years to reduce half of the deviation that has, while multinacional companies take on average one and a half year to reduce the same proportion of the deviation. The validity of the upstream-downstream hypothesis for the effect of internationalization in SOA was confirmed by comparing the results for US companies. Thus, the phenomenon of internationalization increases SOA when companies are from less stable markets, such as Brazil; and it has a less significcative effect when companies are derived from more stable markets, because they already have a high speed of adjustmennt. In addition, the adequacy analysis of the estimators also showed the model pooled OLS (Ordinary Least Squares) presents the highest quality in predicting the SOA than the system GMM (Generalized Method of Moments). For future studies it is suggested to analyze the effect of international event, by itself, and to validate the hypothesis using samples of different markets and the use of other estimators.

Gest��o Social em Empreendimentos Econ��micos Solid��rios: uma abordagem no Oeste Potiguar

The central research question was to search for data to ratify the theory and discourse of the so-called practitioners of economic solidarity, by defending the substantive rationality should guide the principles of economic solidary, designing the space economy incidental and not the primacy of relations in determining social as well, reflecting the predominance of dimensions of social management in administrative practices of ESS's. For both analyzed the theoretical dimensions of social management - sociopolitical, economic, organizational and environmental - manifested in organizational practices supportive of economic organization Potiguar West. For the success of the research realized the triangulation involving a combination of quantitative and qualitative methodological approaches. At first the research will use a quantitative approach, from the cluster analysis, to verify the behavior of the sample chosen for this study. In the second stage of the qualitative study was carried out focus group technique (FLICK, 2002) for further analysis of the dimensions of social management on organizational practices supportive of economic organization, related to the principles of Solidary Economy, established in a quantitative approach. In quantitative analysis, the socio-political dimension, it was clear that the more equity instruments of internal and external, from the purposeful living in public spaces, the best monetary results. Another point worth stressing concerns the economic dimension, with the practice reciprocity prevailing in market. Thus, the qualitative approach was possible to understand the processes of exchange of product or service. Rural enterprises surveyed in the allocation of the agro-ecological products have the following scale of priority, sequentially: self-consumption (domestic), market and exchange. The research leads to the fact that training and practices that enhance the socio-political dimension (knowledge, empowerment, sense of belonging) become the guiding principle for the strengthening of the social management in the context of other dimensions, leading to gains sociopolitical, economic, organizational and environmental. Despite the weaknesses found in the organizational dimension and environment, both in a quantitative as in qualitative, we determined that the practices of ESS's Potiguar West incorporate predominantly elements of social management and economic solidarity, with a preponderance of substantive rationality in the primacy of the instrumental. Finally, research has brought information that the participants of the ESS's do not give the money economy primacy in determining social relations, which in turn leads to the confirmation that, in practice the solidarity economy, prevailing the dominance of substantive rationality, as a guide for organizational practices

Coopera����o e competi����o entre pol��ticas no Brasil: os custos da governabilidade no presidencialismo de coaliz��o

Public policies have been studied in the various fields of humanities and social sciences, from different theoretical and technical aspects. However, there is still a lack of studies that incorporate the dimension that encompasses the political action and its interference in such actions, also recognizing the importance of the institutional setting of the Brazilian presidential model in implementing these policies. This fragmented and multiparty system has led to power heterogeneous sets of political parties. Thus, the ministerial offices, more than assisting the President��s government project, manage particularized agendas, which are party biased and have the influence of interest groups in hegemonic themes addressed by government agencies. When these agendas operate in sectoral and specialized policies, the friction level is apparently low. However, when this occurs in intersectoral actions, such as in regional development, there is evidence of strong signs of competition among government agencies, which in theory, should operate in an integrated manner. Although this is not a specific feature of Luiz Inacio Lula da Silva��s government- the period to be studied- there was similar behavior in Fernando Henrique Cardoso��s presidency, one realizes that the expansion of coalition on behalf of governance is increasingly interfering in the outcome of intersectoral public policies, due to these multiple arguments in action. In order to understand these processes, this study focused on the Sustainable and Integrated Development Programme for Differentiated Meso-Regions (PROMESO), part of the National Policy for Regional Development (NPRD). The program provides interface with various government agencies and their public policies in a clear intersectoral design. The research sought to identify and analyze the relationships between government agencies and their programs with interest groups, whether political parties or other segments of civil society, highlighting the logic of favoritism, which poses in second place the integration of actions in the intersectoral policies. Therefore, besides the theoretical debate that incorporates several categories of political science, public administration, public policy, geography and economics, the study focused on secondary sources, using different government agencies databases in order to raise information. It was observed that the interference of partisan politics has been disastrous for some public policies. Thus, the research confirms that cooperative character is fragile within government agencies, often limited to official documents, and that there is indeed, a striking feature of competition, especially when it comes to transversalized policies

An��lise da efici��ncia de contratos de servi��os de elevada especificidade terceirizados pela petrobras

The definition of the boundaries of the firms is subject that has occupied the organizational theorists long ago, being the seminal work of Coase (1937) indicated as the trigger for one theoretical evolution, with emphasis on governance structures, which led to a modern theory of incomplete contracts. The Transaction Cost Economics (TCE) and Agency Theory arise within this evolution, being widely used in studies related to the theme. Empirically, data envelopment analysis (DEA) has established itself as a suitable tool for analysis of efficiency. Although TCE argues that specific assets must be internalized, recent studies outside the mainstream of theory show that, often, firms may decide, for various reasons, hire them on the market. Researches on transaction costs face with the unavailability of information and methodological difficulties in measuring their critical variables. There`s still the need for further methodological deepening. The theoretical framework includes classic works of TCE and Agency Theory, but also more recent works, outside the mainstream of TCE, which warn about the existence of strategies in use of specific assets that aren`t necessarily aligned with the classical ideas of TCE. The Brazilian oil industry is the focus of this thesis, that aimed to evaluate the efficiency of contracts involving high specificity service outsourced by Petrobras. In order to this, we made the categorization of outsourced services in terms of specificity, as well the description of services with higher specificity. Then, we verified the existence of relationship between the specificity of services and a number of variables, being found divergent results than those that are preached by the mainstream of TCE. Then, we designed a DEA model to analyze the efficiency in the use of onshore drilling rigs, identified among the services of highest specificity. The next step was the application of the model to evaluate the performance of drilling rigs contracts. Finally, we verified the existence of relationship between the efficiency of contracts and a number of variables, being found, again, results not consistent with the theory mainstream. Regarding to analyze of efficiency of drilling rigs contracts, the model developed is compatible with what is found in academic productions in efficiency of drilling rigs. The results on efficiency show a wide range of scores, with efficiencies ranging from 31.79% to 100%, being low the sample efficiency average. There is consonance between the model results and the practices adopted by Petrobras. The results strengthen the DEA as an important tool in studies of efficiency with possibility to use for analysis other types of contracts. In terms of theoretical findings, the results reinforce the arguments that there are situations in which the strategies of the organizations, in terms of use of assets and services of high specificity, do not necessarily follow what is recommended by the mainstream of TCE

Recursos intang��veis de um destino tur��stico: um estudo de desempenho da cidade de Natal tendo como base a teoria das capacidades din��micas

O objetivo desta tese foi analisar os recursos intang��veis de um destino tur��stico. Foi feito um estudo de desempenho da cidade de Natal tendo como base a teoria das capacidades din��micas. Inicialmente, foi desenvolvido um instrumento de pesquisa para oportunizar a constru����o de um modelo de medida com vistas �� capta����o de vari��veis latentes para os recursos intang��veis existentes no setor do turismo em Natal-RN. Em seguida, foi realizada uma an��lise dos recursos intang��veis que s��o evidenciados pelos turistas acerca da cidade. Finalmente, foi feita a investiga����o de um modelo de estrutura que estabeleceu as rela����es entre as vari��veis latentes dos recursos intang��veis e a percep����o de desempenho do turismo na cidade de Natal. Procedeu-se uma revis��o de literatura para constru����o de um modelo inicial acerca dos ativos intang��veis dentro da teoria das capacidades e foram relacionados dez recursos, quais sejam: recursos humanos prestadores de servi��os; recursos humanos como gestores; cultura local; conserva����o do meio ambiente; know-how empresarial; inova����o empresarial; tecnologia; marca; pre��o; e promo����o. Estes dez recursos, em conjunto, seriam respons��veis pelo desempenho do destino tur��stico. Ap��s ser realizada uma an��lise de equa����es estruturais, apenas quatro recursos manifestaram rela����es com o desempenho: marca; cultura; conserva����o do meio ambiente; e pre��o. An��lisando dos dados, verificou-se que a vari��vel desempenho positivo da cidade na ��tica do turista se manifestou fortemente e foi influenciada de forma forte pela cultura local, marca e conserva����o do meio ambiente em conjunto. O pre��o foi influenciado pelo desempenho positivo mostrando que o turista sente que o pre��o pago foi satisfat��rio diante dos atributos do destino Provavelmente, isso seja um ponto positivo muito forte para o destino tur��stico de Natal, pois, em termos de recursos intang��veis e de juntos formarem capacidades, eles s��o inimit��veis, raros e s��o capazes de se ajustarem ��s mudan��as organizacionais e ambientais, para reconfigurar os ativos e as estruturas de um destino, corroborando, assim, com a teoria das capacidades din��micas. Esses recursos da cidade de Natal, como destino tur��stico, s��o ��nicos e provavelmente t��m um peso muito maior para o desempenho da cidade do que problemas existentes na localidade. Logo, esses atributos devem ser estimulados a continuar crescendo e se modificando de acordo com as exig��ncias atuais e futuras de consumo