Comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences

The focus of this project is going to be, as the title indicates, on the comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences. In order to do that, I have selected the company Nestlé to analyze the marketing decisions it makes across national boundaries to market the brand of Kit Kat and keep it as a leader snack worldwide. After having analyzed the brand in all continents, I can say the execution of the strategy used by Nestlé with Kit Kat really matches the planning of the strategy which is to think globally and act locally. Nestlé uses global brand identity but, from the internal point of view, it uses local ingredients and gives autonomy to its local branches based in different countries to make pricing and distributions decisions and therefore satisfy different consumers’ needs and preferences in local environments where changes happen very rapidly. The “glocal” approach to marketing is an effective way for Nestlé Kit Kat to stay focused on the consumer in worldwide markets.

The ionic basis of frequency selectivity in hair cells of the bullfrog's sacculus

Hair cells from the bull frog's sacculus, a vestibular organ responding to substrate-borne vibration, possess electrically resonant membrane properties which maximize the sensitivity of each cell to a particular frequency of mechanical input. The electrical resonance of these cells and its underlying ionic basis were studied by applying gigohm-seal recording techniques to solitary hair cells enzymatically dissociated from the sacculus. The contribution of electrical resonance to frequency selectivity was assessed from microelectrode recordings from hair cells in an excised preparation of the sacculus.

Electrical resonance in the hair cell is demonstrated by damped membrane-potential oscillations in response to extrinsic current pulses applied through the recording pipette. This response is analyzed as that of a damped harmonic oscillator. Oscillation frequency rises with membrane depolarization, from 80-160 Hz at resting potential to asymptotic values of 200-250 Hz. The sharpness of electrical tuning, denoted by the electrical quality factor, Q_e, is a bell-shaped function of membrane voltage, reaching a maximum value around eight at a membrane potential slightly positive to the resting potential.

In whole cells, three time-variant ionic currents are activated at voltages more positive than -60 to -50 mV; these are identified as a voltage-dependent, non-inactivating Ca current (I_ca), a voltage-dependent, transient K current (I_a), and a Ca-dependent K current (I_c). The C channel is identified in excised, inside-out membrane patches on the basis of its large conductance (130-200 pS), its selective permeability to Kover Na or Cl, and its activation by internal Ca ions and membrane depolarization. Analysis of open- and closed-lifetime distributions suggests that the C channel can assume at least two open and three closed kinetic states.

Exposing hair cells to external solutions that inhibit the Ca or C conductances degrades the electrical resonance properties measured under current-clamp conditions, while blocking the A conductance has no significant effect, providing evidence that only the Ca and C conductances participate in the resonance mechanism. To test the sufficiency of these two conductances to account for electrical resonance, a mathematical model is developed that describes I_ca, I_c, and intracellular Ca concentration during voltage-clamp steps. I_ca activation is approximated by a third-order Hodgkin-Huxley kinetic scheme. Ca entering the cell is assumed to be confined to a small submembrane compartment which contains an excess of Ca buffer; Ca leaves this space with first-order kinetics. The Ca- and voltage-dependent activation of C channels is described by a five-state kinetic scheme suggested by the results of single-channel observations. Parameter values in the model are adjusted to fit the waveforms of I_ca and I_c evoked by a series of voltage-clamp steps in a single cell. Having been thus constrained, the model correctly predicts the character of voltage oscillations produced by current-clamp steps, including the dependencies of oscillation frequency and Q_e on membrane voltage. The model shows quantitatively how the Ca and C conductances interact, via changes in intracellular Ca concentration, to produce electrical resonance in a vertebrate hair cell.

Structural capital, innovation capability, and company performance in technology-based colombian firms

[EN] In today s economy, innovation is considered to be one of the main driving forces behind business competitiveness, if not the most relevant one. Traditionally, the study of innovation has been addressed from different perspectives. Recently, literature on knowledge management and intellectual capital has provided new insights. Considering this, the aim of this paper is to analyze the impact of different organizational conditions i.e. structural capital on innovation capability and innovation performance, from an intellectual capital (IC) perspective. As regards innovation capability, two dimensions are considered: new idea generation and innovation project management. The population subject to study is made up of technology-based Colombian firms. In order to gather information about the relevant variables involved in the research, a questionnaire was designed and addressed to the CEOs of the companies making up the target population. The sample analyzed is made up of 69 companies and is large enough to carry out a statistical study based on structural equation modelling (partial least squares approach) using PLS-Graph software (Chin and Frye, 2003). The results obtained show that structural capital explains to a great extent both the effectiveness of the new idea generation process and of innovation project management. However, the influence of each specific organizational component making up structural capital (organizational design, organizational culture, hiring and professional development policies, innovation strategy, technological capital, and external structure) varies. Moreover, successful innovation project management is the only innovation capability dimension that exerts a significant impact on company performance.

Company financial performance: Does board size matter? Case of the EUROSTOXX50 index

[EN] This study analyzes the relationship between board size and economic-financial performance in a sample of European firms that constitute the EUROSTOXX50 Index. Based on previous literature, resource dependency and agency theories, and considering regulation developed by the OECD and European Union on the normative of corporate governance for each country in the sample, the authors propose the hypotheses of both positive linear and quadratic relationships between the researched parameters. Using ROA as a benchmark of financial performance and the number of members of the board as measurement of the board size, two OLS estimations are performed. To confirm the robustness of the results the empirical study is tested with two other similar financial ratios, ROE and Tobin s Q. Due to the absence of significant results, an additional factor, firm size, is employed in order to check if it affects firm performance. Delving further into the nature of this relationship, it is revealed that there exists a strong and negative relation between firm size and financial performance. Consequently, it can be asseverated that the generic recommendation one size fits all cannot be applied in this case; which conforms to the Recommendations of the European Union that dissuade using generic models for all countries.

Traçadores isotópicos (Pb) e concentrações de metais em sedimentos superficiais: ferramentas na caracterização da poluição no setor oeste da baía de Sepetiba-RJ (SE do Brasil)

Este estudo teve como objetivo principal utilizar os teores de elementos-traço e análise isotópica de Pb (204Pb,206Pb,207Pb,208Pb) como ferramentas na caracterização da poluição da Baía de Sepetiba-RJ. As coletas de sedimento superficiais de fundo foram realizadas em três campanhas, em novembro de 2010, no setor oeste da Baía de Sepetiba RJ. A malha amostral é composta por 66 amostras (BSEP 001 a BSEP 066) coletadas com busca-fundo Van Veen. O pré-processamento das amostras ocorreu no Laboratório Geológico de Preparação de Amostras do Departamento de Geologia da Universidade do Estado do Rio de Janeiro. A digestão parcial das amostras de sedimento (< 0.072 mm) para obtenção do teor parcial dos elementos-traço (Ag, As, Cd, Co, Cr, Cu, Li, Mn, Ni, Pb, Sr, U, Zn) e de isótopo de Pb (lixiviação) foi executada no Laboratório de Geoquímica Analítica do Instituto de Geociências da UNICAMP e a leitura foi executada através do ICP-MS. Já as análises das concentrações totais dos elementos-traço (inclusive, Hg) e de isótopos de Pb (dissolução total) foram realizadas no laboratório ACTLABS (Ontário-Canadá) através do ICP Varian Vista. As leituras isotópicas foram feitas somente nas amostras que apresentaram concentrações parciais de Pb, acima de 0,5 g/g, totalizando 21 estações. Pôde-se constatar a existência de um enriquecimento de elementos-traço no setor oeste da Baía de Sepetiba. As médias dos teores totais de Ag (0,4 g/g), Cd (0,76 g/g), Cu (62,59 g/g), Li (43,29 g/g), Ni (16,65 g/g), Pb (20,08 g/g), Sr (389,64 g/g) e Zn (184,82 g/g) excederam os limites recomendados ou valores naturais. Isto pode ser reflexo da influência antrópica na região, principalmente relacionada à atividade de dragagem e à permanência dos resíduos de minério da desativada companhia de minério Ingá, na Ilha da Madeira. Os mapas de distribuição da concentração dos metais-traço destacaram a presença de vários sítios de deposição ao longo do setor oeste da baía de Sepetiba, com destaque para a região entre a porção centro oeste da Ilha de Itacuruça e o continente; Saco da Marambaia e Ponta da Pombeba; e porção oeste da Ponta da Marambaia. As razões isotópicas 206Pb/207Pb da área estudada variaram entre 1,163 a 1,259 para dissolução total e 1,1749-1,1877 para técnica de lixiviação, valores considerados como assinaturas de sedimentos pós-industriais ou comparados à assinatura de gasolina. Ainda sobre a técnica de lixiviação, destaca-se que os sedimentos superficiais do setor oeste (206Pb/207Pb: 1,1789) da baía de Sepetiba apresentaram uma assinatura uniforme e menos radiogênica do que setor leste (206Pb/207Pb: 1,2373 e 1,2110) desta baía. Através da assinatura isotópica de Pb encontrada nesta região é possível destacar a pouca contribuição das águas oceânicas para esse sistema, entretanto, a circulação interna intensa das águas da baía permite a homogeneização destas. O emprego destes tipos de ferramentas no monitoramento ambiental da área mostrou-se bastante eficiente, sendo importante a continuidade desta abordagem de pesquisa a fim de auxiliar na implementação de um plano de manejo local.

Análisis del mercado eléctrico en Canada

Canadá tiene que hacer frente al aumento de demanda de electricidad y al envejecimiento de su sistema eléctrico. Durante los siguientes 20 años, el sector eléctrico canadiense necesita invertir de manera significativa en el sistema a todos los niveles, modernizando infraestructuras actuales y con proyectos nuevos, con el fin de mantener la fiabilidad del sistema.

Uma abordagem integrativa do conceito de Eco-eficiência: elementos para a concepção de Sistemas de Gestão de Resíduos Sólidos Industriais em Arranjos Produtivos Locais Têxtil-Vestuário

A identificação e avaliação das vulnerabilidades e potencialidades socioambientais e socioecológicas, ao considerar as múltiplas realidades de ecossistemas, territórios e lugares, podem revelar novos caminhos, ações coletivas, solidárias, bem como auxiliar na tomada de decisão estratégica em sistemas de gestão de resíduos sólidos. Tal perspectiva, qualificaria princípios e conceitos metodológicos e técnicos, como aqueles direcionados a responder aos problemas que surgem da interação Humanidade-Sociedade-Natureza, com vistas à sustentabilidade. A Eco-eficiência, ao final do século XX, apresentou-se como solução para os problemas ambientais corporativos. Idealizada para ser aplicada em um empresas isolada, evoluiu para uma categoria central da Ecologia Industrial, ganhou contornos de Princípio e Filosofia para a Gestão Ambiental Empresarial, passando a orientar a geopolítica das nações no trato das questões ambientais supranacionais e políticas públicas das nações. A recente Política Nacional de Resíduos Sólidos apresenta a Eco-eficiência como um de seus princípios que deverão orientar gestores públicos e privados na elaboração de seus sistemas de gestão de resíduos sólidos. Devido aos impactos sociais, ambientais e ecológicos resultantes da geração e destinação inadequada dos resíduos sólidos, estes sistemas de gestão apresentam interfaces com outras políticas e sistemas de gestão públicos e privados nacionais. Estas interações conferem ao sistema de gestão de resíduos sólidos um caráter complexo, aberto, dinâmico e inclusivo, no qual o conceito de Eco-eficiência, baseado na alocação de recursos naturais, pode ser ressignificado em um outro nível de realidade, o nível coletivo, apresentando-se, como um conceito potencial voltado para a criação de recursos. Para corroborar esta hipótese apresenta-se uma abordagem integrativa com base na perspectiva socioecológica e no pensamento e metodologia transdisciplinar, na qual o conceito será contextualizado, problematizado e complexificado em seis níveis de realidade: Nível Genus-Global, Nível Político, Nível Acadêmico, Nível do Ecossistema, Território e Lugares, Nível Operacional e Nível Coletivo. Considera-se nesta abordagem os Arranjos Produtivos (indústrias e a Cadeia de Reciclagem), Arranjos Sociais (Comunidade localizadas e áreas de risco e precárias), Ecossistemas e Territórios, como Teia de Lugares, como Unidade Transdisciplinar perceptiva, cognitiva e analítica. A aplicação desta metodologia no Arranjo Produtivo Local Têxtil- Vestuário de Petrópolis, localizado na Região Serrana Fluminense, que se insere em um Ecossistema de Montanha, permitiu revelar outro Arranjo, invisível ao sistema de gestão público. Neste Arranjo de Retalhos e Estopas, cerca de 240 mulheres, residentes em comunidades precárias e de risco, beneficiam os resíduos sólidos gerados pelas indústrias do arranjo formal, conhecidos como retalhos, com os quais fabricam estopas. Conclui-se que esta abordagem integrativa, como proposta de ressignificação do conceito de Eco-eficiência, permitiu revelar, não somente uma nova realidade conceitual para a sua adoção e prática, como novos aspectos e variáveis para a construção de sistemas de gestão de resíduos sólidos industriais que tenham por foco a inclusão social, produtiva, cientifica e tecnológica de novos atores e recursos ao sistema.

A business plan development: the case of a paint company in Douala Camroon by Bomboy & Friends

This paper presents a business plan to create a new company Bomboy & Friends regarding the Exclusive Distribution of a fully Eco Friendly Water-Soluble Anti- Corrosive Prime named Life Guard Active Rust Primer Paint abbreviated as “L.G.A.R.P Paint” in Douala Cameroon and the C.E.M.A.C Region. The lack of quality paint in Cameroon has given the opportunity for a company like Bomboy & Friends to nurture its existence and be part of a fast growing economy, providing a high quality paint competition, very economical, easy to prepare, environmentally friendly, compatible with other brands and accessible to medium and small size companies.

Ontogenetic and temporal variability in the fat content and fatty acid composition of Atlantic herring (Clupea harengus) from the Bay of Fundy, Canada

Atlantic herring (Clupea harengus) is an ecologically and economically valuable species in many food webs, yet surprisingly little is known about the variation in the nutritional quality of these fish. Atlantic herring collected from 2005 through 2008 from the Bay of Fundy, Canada, were examined for variability in their nutritional quality by using total lipid content (n=889) and fatty acid composition (n=551) as proxies for nutritional value. A significant positive relationship was found between fish length and total lipid content. Atlantic herring also had significantly different fatty acid signatures by age. Fish from 2005 had significantly lower total lipid content than fish from 2006 through 2008, and all years had significantly different fatty acid signatures. Summer fish were significantly fatter than winter fish and had significantly different fatty acid signatures. For all comparisons (ontogenetic, annual, and seasonal) percent concentrations of omega-3, -6, and long-chain monounsaturated fatty acids were the most important for distinguishing between the fatty acid signatures of fish. This study underscores the importance of quantifying variation in prey quality synoptically with prey quantity in food webs over ontogenetic and temporal scales when evaluating the effect of prey nutritional quality on predators and on modeling trophic dynamics.

Early response to nanoparticles in the Arabidopsis transcriptome compromises plant defence and root-hair development through salicylic acid signalling

Background: The impact of nano-scaled materials on photosynthetic organisms needs to be evaluated. Plants represent the largest interface between the environment and biosphere, so understanding how nanoparticles affect them is especially relevant for environmental assessments. Nanotoxicology studies in plants allude to quantum size effects and other properties specific of the nano-stage to explain increased toxicity respect to bulk compounds. However, gene expression profiles after exposure to nanoparticles and other sources of environmental stress have not been compared and the impact on plant defence has not been analysed. Results: Arabidopsis plants were exposed to TiO2-nanoparticles, Ag-nanoparticles, and multi-walled carbon nanotubes as well as different sources of biotic (microbial pathogens) or abiotic (saline, drought, or wounding) stresses. Changes in gene expression profiles and plant phenotypic responses were evaluated. Transcriptome analysis shows similarity of expression patterns for all plants exposed to nanoparticles and a low impact on gene expression compared to other stress inducers. Nanoparticle exposure repressed transcriptional responses to microbial pathogens, resulting in increased bacterial colonization during an experimental infection. Inhibition of root hair development and transcriptional patterns characteristic of phosphate starvation response were also observed. The exogenous addition of salicylic acid prevented some nano-specific transcriptional and phenotypic effects, including the reduction in root hair formation and the colonization of distal leaves by bacteria. Conclusions: This study integrates the effect of nanoparticles on gene expression with plant responses to major sources of environmental stress and paves the way to remediate the impact of these potentially damaging compounds through hormonal priming.

Small-scale Commercial Culturing of Northern Bay Scallops, Argopecten irradians irradians, in Atlantic United States and Canada

In recent decades, hatchery-growout culture of oysters, Crassostrea virginica, and northern quahogs, Mercenaria mercenaria, has been commercially successful in Atlantic United States and oysters in Atlantic Canada. Culturists have not had success, as yet, with northern bay scallops, Argopecten irradians irradians. Large mortalities occur during the culture process, mainly because the scallops are relatively delicate and some die when handled. In addition, too little edible meat, i.e. the adductor muscle, is produced for the culture operation to be profitable. However, three companies, one in Massachusetts, one in New Brunswick, and one on Prince Edward Island, Canada, have discovered that they can produce bay scallops successfully by harvesting them when partially-to fully-grown and selling them whole. In restaurants, the scallops are cooked and served with all their meats (adductor muscles and rims) and also with the shells, which have been genetically-bred for bright colors. The scallop seed are produced in hatcheries and then grown in lantern or pearl nets and cages to market size. Thus far, production has been relatively small, just beyond the pilot-scale, until a larger demand develops for this product.