Implementação de CRM para viabilização de marketing de relacionamento: um estudo de caso

Foco em estratégias empresariais para a longevidade da relação com clientes, comunicação personalizada bidirecional, múltiplos pontos de contato, novas formas de segmentação de mercado, estrutura organizacional descentralizada e mensuração em tempo real da satisfação dos clientes, são exemplos que indicam a existência de uma forma de marketing diferenciada, denominada de marketing de relacionamento. Motivada pela crescente demanda empresarial por tecnologias mercadológicas, a indústria de softwares criou, em meados dos anos 90, um sistema denominado de Customer Relationship Management (CRM) com a promessa de gerenciar, de forma integrada, todos os relacionamentos com os clientes. Gradativamente, novas funcionalidades foram incorporadas ao sistema que alcançou ampla difusão no meio empresarial, responsável por investimentos na ordem de bilhões de dólares ao ano. Enquanto os fabricantes de CRM anunciam crescimentos significativos de vendas, o mercado vem apresentando sinais de insatisfação. Há dúvidas se a implementação do sistema seria suficiente para viabilizar o marketing de relacionamento e quais são seriam suas potencialidades. Pesquisar a teoria do marketing de relacionamento, levantar qUaiS são os seus elementos determinantes e investigar as possibilidades do CRM poderá contribuir para proporclOnar beneficios mútuos para as quatro partes envolvidas no relacionamento: os clientes, as empresas que comercializam produtos e serviços, fabricantes e implementadores de CRM.

Modelagem do produto interno bruto brasileiro utilizando modelos não lineares

O trabalho tem como objetivo aplicar uma modelagem não linear ao Produto Interno Bruto brasileiro. Para tanto foi testada a existência de não linearidade do processo gerador dos dados com a metodologia sugerida por Castle e Henry (2010). O teste consiste em verificar a persistência dos regressores não lineares no modelo linear irrestrito. A seguir a série é modelada a partir do modelo autoregressivo com limiar utilizando a abordagem geral para específico na seleção do modelo. O algoritmo Autometrics é utilizado para escolha do modelo não linear. Os resultados encontrados indicam que o Produto Interno Bruto do Brasil é melhor explicado por um modelo não linear com três mudanças de regime, que ocorrem no inicio dos anos 90, que, de fato, foi um período bastante volátil. Através da modelagem não linear existe o potencial para datação de ciclos, no entanto os resultados encontrados não foram suficientes para tal análise.

Fatores críticos de sucesso para transferência de conhecimento de boas práticas em gerenciamento de projetos

A partir dos anos 90, muitas organizações perceberam que o conhecimento talvez fosse o recurso mais importante na busca de um diferencial competitivo sustentável. Essas organizações passaram, portanto, a desenvolver processos que pudessem aumentar o seu desempenho através da transferência de conhecimento entre indivíduos. A presente pesquisa analisa parte relevante da bibliografia acerca da transferência do conhecimento em ambientes de projeto e coleta evidências para propor um modelo heurístico que possa explicar como ocorre a transferência do conhecimento dos profissionais certificados em gerenciamento de projetos para a equipe participante desses empreendimentos. Como resultado, nove fatores críticos de sucesso foram identificados: Prática/Experiência, Socialização, Externalização/Codificação, Internalização, Combinação, Infraestrutura Tecnológica, Treinamento, Incentivo Público/Financeiro e Cultura de Compartilhamento. Finalmente, algumas conclusões são desenvolvidas para auxiliar as organizações a alcançar esses fatores e obter os resultados previstos nos empreendimentos em que estão envolvidas, dentro de um mercado globalizado e altamente competitivo.

Programas de compliance anticorrupção no contexto da Lei 12.846/13: elementos e estudo de caso

Com o fenômeno da globalização, verificou-se o aumento do volume de transações comerciais entre os países, bem como da concentração de poder econômico das organizações empresariais. Esse aumento das operações comerciais e, consequentemente, do montante de dinheiro nelas envolvido, criou ambiente mais favorável à corrupção. Pelo fato de a corrupção trazer prejuízos à ordem econômica mundial e ao sistema democrático, a comunidade mundial passou a demandar um regime de intervenção estatal maior no seu combate, principalmente a partir dos anos 90. O combate à corrupção se deu por meio dos compromissos assumidos pelos países, que assinaram Convenções nesse sentindo. O presente estudo abordou os reflexos negativos da corrupção na economia e sociedade brasileiras, e os instrumentos internacionais que foram adotados pelo país numa tentativa de diminuí-la. Tratou-se, ainda, do sistema legislativo brasileiro de combate à corrupção e dos aspectos da Lei nº 12.846/13, chamada de lei anticorrupção. Ponto importante do estudo foi a análise da possibilidade de redução das sanções trazida pela referida Lei nº 12.846/13, pela existência dos "mecanismos e procedimentos internos de integridade, auditoria e incentivo à denuncia de irregularidades e a aplicação efetiva de códigos de ética e de conduta", ou seja, os "programas de Compliance". Procurou-se analisar as implicações jurídicas da adoção de programas de Compliance anticorrupção, quais os elementos daquilo que pode ser considerado um programa efetivo com base nos parâmetros internacionais, se esses elementos podem ser eficientes e em que medida no combate à corrupção. Por fim, foi realizada uma pesquisa na companhia Localiza Rent a Car S/A, empresa locadora de veículos, a fim de verificar quais elementos constam do seu programa e se possuem os elementos tidos como mínimos e essenciais extraídos das referências internacionais e nacionais.

Regulação e concorrência intramodal no transporte ferroviário de carga sob a perspectiva comparada Brasil-Alemanha

A concorrência intramodal é uma forma de mitigação dos problemas derivados de um monopólio natural. Os setores assim estruturados caracterizam-se por elevados custos fixo e a fundo perdido, com grandes economias de escala e necessidade de elevada escala mínima de eficiência para viabilização da atividade. Essas circunstâncias impedem que a concorrência, em seu sentido mais óbvio, seja ali instaurada. Esse é o caso do setor ferroviário, onde se verifica a inviabilidade econômica de duplicação da infraestrutura. Entretanto, a depender da política regulatória adotada pelo Estado, um ambiente mais competitivo pode ser instaurado. O trabalho propõe uma análise comparada entre o modelo regulatório implementado na Alemanha, a partir das reformas ferroviárias propostas pela União Europeia, buscando extrair da experiência estrangeira aprendizados quanto aos dilemas enfrentados e características desejadas ao modelo institucional brasileiro para as novas concessões ferroviárias nacionais previstas no Plano Nacional de Investimento em Logística (PIL). O objetivo da análise consiste em verificar qual foi o modelo regulatório aplicado pela Alemanha para garantir parâmetros satisfatórios de concorrência intramodal e o modelo proposto pelo Governo Federal, com o objetivo de incentivar a ampliação do uso desse modal na cadeia logística brasileira, assim como aumentar a densidade da malha. Para permitir uma efetiva comparação dos modelos, faz-se necessário proceder preliminarmente a um breve entendimento sobre os arranjos regulatórios existentes que objetivam garantir o acesso à malha ferroviária: o tráfego mútuo, o direito de passagem e as formas de unbundling. A hipótese de investigação consiste em observar que as mudanças na regulação setorial que estão sendo consideradas pelo governo brasileiro se distanciam tanto do modelo que foi utilizado para a desestatização do setor, nos anos 90, quanto da experiência alemã de unbundling.

Estudo comparativo da injeção de água usando poços verticais e horizontais

Oil recovery using waterflooding has been until now the worldwide most applied method, specially for light oil recovery, its success is mainly because of the low costs involved and the facilities of the injection process. The Toe- To-Heel Waterflooding TTHWTM method uses a well pattern of vertical injector wells completed at the bottom of the reservoir and horizontal producer wells completed at the top of it. The main producing mechanism is gravitational segregation in short distance. This method has been studied since the early 90´s and it had been applied in Canada with positive results for light heavy oils, nevertheless it hasn´t been used in Brazil yet. In order to verify the applicability of the process in Brazil, a simulation study for light oil was performed using Brazilian northwest reservoirs characteristics. The simulations were fulfilled using the STARS module of the Computer Modelling Group Software, used to perform improved oil recovery studies. The results obtained in this research showed that the TTHWTM well pattern presented a light improvement in terms of recovery factor when compared to the conventional 5- Spot pattern, however, it showed lower results in the economic evaluation

Pirólise térmica e catalítica de resíduos de vácuo gerados no refino de petróleo

In this study, was used a very promising technique called of pyrolysis, which can be used for obtaining products with higher added value. From oils and residues, since the contribution of heavier oils and residues has intensified to the world refining industry, due to the growing demand for fuel, for example, liquid hydrocarbons in the range of gasoline and diesel. The catalytic pyrolysis of vacuum residues was performed with the use of a mesoporous material belonging the M41S family, which was discovered in the early 90s by researchers Mobil Oil Corporation, allowing new perspectives in the field of catalysis. One of the most important members of this family is the MCM-41, which has a hexagonal arrangement of mesopores with pore diameters between 2 and 10 nm and a high specific surface area, making it very promising for use as a catalyst in petroleum refining for catalytic cracking, and their mesopores facilitate the access of large hydrocarbon molecules. The addition of aluminum in the structure of MCM-41 increases the acidity of the material, making it more positive for application in the petrochemical industry. The mesoporous material of the type Al-MCM41 (ratio Si / Al = 50) was synthesized by hydrothermal method starting from the silica gel, NaOH and distilled water added to the gel pseudobohemita synthesis. Driver was used as structural CTMABr. Removal of organic driver (CTMABr) was observed by TG / DTG and FTIR, but this material was characterized by XRD, which was observed the formation of the main peaks characteristic of mesoporous materials. The analysis of adsorption / desorption of nitrogen this material textural parameters were determined. The vacuum residues (VR's) that are products of the bottom of the vacuum distillation tower used in this study are different from oil fields (regions of Ceará and Rio de Janeiro). Previously characterized by various techniques such as FTIR, viscosity, density, SARA, elemental analysis and thermogravimetry, which was performed by thermal and catalytic degradation of vacuum residues. The effect of AlMCM-41 was satisfactory, since promoted a decrease in certain ranges of temperature required in the process of conversion of hydrocarbons, but also promoted a decrease in energy required in the process. Thus enabling lower costs related to energy expenditure from degradation during processing of the waste

Soroprevalência da infecção pelo Trypanosoma cruzi no município de Caicó, RN, e caracterização genética por RAPD do parasito isolado de humanos e de triatomíneos no semiárido potiguar

Trypanosoma cruzi infection was evaluated in 390 resident individuals in different rural communities of Caicó municipality, State of Rio Grande do Norte (RN). Of 28 investigated communities the soroprevalence of T. cruzi infection was 2.8% in eight rural communities individuals. The epidemiological characteristics of seropositive shown that the age ranged from 22 to 64 years, being significantly raised from 31 years (90.9%). The female gender was predominant and low education degree. Those individuals reported that they never donated blood, but they had direct contact with triatomines bug. The isolation of the parasite was performed by blood culture and xenoculture methods to determine the genetic variability of the samples. Twenty seven T. cruzi isolates were analyzed by RAPD as genetic marker using three random primers (M13-40, gt11-F and L15996). The T. cruzi isolates showed 73.7% of shared bands considering the average obtained with the three primers, and were genetically well correlated. Using this marker it was possible to separate the populations of the parasite in three distinct groups. The first group composed by isolates obtained of triatomines and humans from four different districts (Caicó, Caraúbas, Serra Negra doNorte and Governador Dix-Sept Rosado); the second contained isolates obtained of triatomines of two different species (T. brasiliensis and P. lutzi) captured in Caraúbas and Serra Negra do Norte. The third grouped isolates obtained from humans of Angicos and Caicó municipalities. In different localities of distinct mesoregions, State of RN, a profile genetic well correlated was identified among all isolates and the presence of three distinct groups of the parasite circulating among vertebrate and invertebrate hosts

Reestruturação produtiva na Petrobrás e ação sindical dos petroleiros do RN

Ce travail a l objectif d analyser la question de la restructuration productive dans la Petrobrás/ RN et les implications possibles sur l action syndicale du Sindipetro/RN pendant la période 1995 2003. La restructuration productive dans la Petrobrás/RN commence dans la décennie 1990 quand l entreprise, au niveau national, décide d adhérer au Programa Brasileiro de Qualidade e Produtividade PBQP lancé par le gouvernement Collor comme motivation et priorité pour que les entreprises s adaptent à l ouverture de l économie brésilienne au marché extérieur. De ce fait, la Petrobrás/RN afin de se maintenir dans le marché compétitif et mondialisé , adopte des techniques administratives basées sur la philosophie de la qualité totate, met au point des inovations technologiques et organisationnelles, tout en altérant sa base technique et adopte, encore, la tertiairisation de quelques activités visant à la reduction des coûts. De telles mesures ont atteint de façon remarquable l action du Sindipetro/RN qui commence alors à agir selon la logique de la politique néo-libérale du gouvernement de conduite anti-syndicale. Face à ces faits le syndicat a rédéfini ses actions dans le but de trouver des manières de poursuivre les luttes syndicales dans cette conjoncture de difficultés dans les relations de travail. Celui-ci s engage donc à entamer les négociations comme stratégie afin de préserver les privilèges de la catégorie et d éviter la perte des droits acquis

Avaliação de desempenho em mercados reguladores de transporte urbano por ônibus :proposição de um modelo aplicável ao caso de Natal

Increased competition in the market of urban transport, characteristic of the Brazilian cities from years 90, has required actions of the managing agencies to ensure the universality of service, enhancing efficiency and consumer welfare. It grows in the Brazilian municipalities, the need to adopt a systematic performance evaluation in terms of management system of indicators and targets appropriate to the regulatory context, which has the purpose of evaluating the accomplishment and compliance by dealers, of the services granted during the contract period, marked by increasingly long periods. The introduction of an index operational performance in permission contracts/concession in urban buses is intended to establish a regulatory performance, giving the contract a pro-competitive feature and to allow the managing agency the systematic and continuous monitoring of the performance of the delegated service to avoid major deviations from desired performance. A performance assessment model of public transportation companies by bus, and applicable to the case of Natal is proposed. Sought to add the particularities found in the transport system in order to assess the performance of enterprises, contribute to improving the service quality to the population and enable decision-makers a detailed knowledge of the behavior of the licensees

Uso de técnicas de otimização baseadas em derivadas como suporte do planejamento operacional de redes de distribuição de energia elétrica

The usual programs for load flow calculation were in general developped aiming the simulation of electric energy transmission, subtransmission and distribution systems. However, the mathematical methods and algorithms used by the formulations were based, in majority, just on the characteristics of the transmittion systems, which were the main concern focus of engineers and researchers. Though, the physical characteristics of these systems are quite different from the distribution ones. In the transmission systems, the voltage levels are high and the lines are generally very long. These aspects contribute the capacitive and inductive effects that appear in the system to have a considerable influence in the values of the interest quantities, reason why they should be taken into consideration. Still in the transmission systems, the loads have a macro nature, as for example, cities, neiborhoods, or big industries. These loads are, generally, practically balanced, what reduces the necessity of utilization of three-phase methodology for the load flow calculation. Distribution systems, on the other hand, present different characteristics: the voltage levels are small in comparison to the transmission ones. This almost annul the capacitive effects of the lines. The loads are, in this case, transformers, in whose secondaries are connected small consumers, in a sort of times, mono-phase ones, so that the probability of finding an unbalanced circuit is high. This way, the utilization of three-phase methodologies assumes an important dimension. Besides, equipments like voltage regulators, that use simultaneously the concepts of phase and line voltage in their functioning, need a three-phase methodology, in order to allow the simulation of their real behavior. For the exposed reasons, initially was developped, in the scope of this work, a method for three-phase load flow calculation in order to simulate the steady-state behaviour of distribution systems. Aiming to achieve this goal, the Power Summation Algorithm was used, as a base for developping the three phase method. This algorithm was already widely tested and approved by researchers and engineers in the simulation of radial electric energy distribution systems, mainly for single-phase representation. By our formulation, lines are modeled in three-phase circuits, considering the magnetic coupling between the phases; but the earth effect is considered through the Carson reduction. Its important to point out that, in spite of the loads being normally connected to the transformers secondaries, was considered the hypothesis of existence of star or delta loads connected to the primary circuit. To perform the simulation of voltage regulators, a new model was utilized, allowing the simulation of various types of configurations, according to their real functioning. Finally, was considered the possibility of representation of switches with current measuring in various points of the feeder. The loads are adjusted during the iteractive process, in order to match the current in each switch, converging to the measured value specified by the input data. In a second stage of the work, sensibility parameters were derived taking as base the described load flow, with the objective of suporting further optimization processes. This parameters are found by calculating of the partial derivatives of a variable in respect to another, in general, voltages, losses and reactive powers. After describing the calculation of the sensibility parameters, the Gradient Method was presented, using these parameters to optimize an objective function, that will be defined for each type of study. The first one refers to the reduction of technical losses in a medium voltage feeder, through the installation of capacitor banks; the second one refers to the problem of correction of voltage profile, through the instalation of capacitor banks or voltage regulators. In case of the losses reduction will be considered, as objective function, the sum of the losses in all the parts of the system. To the correction of the voltage profile, the objective function will be the sum of the square voltage deviations in each node, in respect to the rated voltage. In the end of the work, results of application of the described methods in some feeders are presented, aiming to give insight about their performance and acuity

A Transposição Didádica dos Gêneros do domínio do discursivo publicitários nos livros didáticos

Advertising text has been a subject of many investigations, because of its multimodal universe. Embodied by a linguistic and discursive materiality laying on scene persuasion, argumentation and power imagery of multissemiotics elements, the advertising text acts as an instrument of power, creating and destroying, promising and denying (CARVALHO, 2007). Advertising not only invites us to act for it, but directs us to look at it. It was under this moving look - of charm and interrogations - that discussions raised in this research were born. Investigations are directed to the school environment, in special, for the discursive advertising domain in Portuguese Language Textbook. It is from this environment that was born our research whose main objective is to analyze how does the didactic transposition of textual genres, described by Marcuschi (2008) as belonging to the "advertising" discourse domain (focusing on advertising genre) in didactic books teaching Portuguese Language before and after the advent of the PCN. Textbooks taken as reference for the study are historically situated in the 90s of the twentieth century and 10 century. Such books refer to elected 7th and 8th grades, currently corresponding to the 8th and 9th grades of elementary school. The choice is justified by the fact that in these Textbook teaching series the presence of advertising domain is recurrent and "didactized". In addition, we are also concerned in analyzing books that circulated around us and our regional reality. Hence, we elected books that were used by two public high schools: Municipal School Clementina Ana da Conceição in Jaçanã city in the Rio Grande do Norte state, State School for Elementary and High school Carlota Barreira in Areia city, Paraíba state. In our research the following categories of analysis were highlighted: (1) presence of advertising in DB, (2) fluctuation terminology: concepts and classifications; (3) The complexity of concepts facilitation, (4) what they propagate, and from which nature are the explored advertisements. From our analysis, we observe how the treatment of textual "advertising" genres have been inserted into Textbooks, and how occurs, in general, their didactic transposition. Focusing on the issue of fluctuating terminology, we noted the difficulty in drawing boundaries between the genres of advertising domain in the Textbooks. However, this also would result in the complexity - in the field of scientific knowledge - of delimiting genres of the same domain. To accomplish our studies, it was required a thorough and systematic dialogue with theories regarding the concept of "Didactic Transposition", due to the theoretical Chevallard Yves (1991), research on the textual genres - Bezerra (2005), Marcuschi (2008), Bazerman (2005), Swales (2004), among others - and studies involving the field of "Advertising" - Sandmann (2002), Carvalho (2007) and others

Síntese, caracterização e aplicação do MCM-41 e A1-MCM-41 na pirólise do resíduo atmosférico de petróleo

In present work, mesoporous materials of the M41S family were synthesized, which were discovered in the early 90s by researchers from Mobil Oil Corporation, thus allowing new perspectives in the field of catalysis. One of the most important members of this family is the MCM-41, which has a hexagonal array of mesopores with pore diameters ranging from 2 to 10 nm and a high surface area, enabling it to become very promising for the use as a catalyst in the refining of oil in the catalytic cracking process, since the mesopores facilitate the access of large hydrocarbon molecules, thereby increasing the production of light products, that are in high demand in the market. The addition of aluminum in the structure of MCM-41 increases the acidity of the material, making it more beneficial for application in the petrochemical industry. The mesoporous materials MCM-41 and Al-MCM-41 (ratio Si / Al = 50) were synthesized through the hydrothermal method, starting with silica gel, NaOH and distilled water. CTMABr was used as template, for structural guiding. In Al-MCM-41 the same reactants were used, with the adding of pseudoboehmite (as a source of aluminum) in the synthesis gel. The syntheses were carried out over a period of four days with a daily adjustment of pH. The optimum conditions of calcination for the removal of the organic template (CTMABr) were discovered through TG / DTG and also through analysis by XRD, FTIR and Nitrogen Adsorption. It was found that both the method of hydrothermal synthesis and calcination conditions of the studies based on TG were promising for the production of mesoporous materials with a high degree of hexagonal array. The acidic properties of the materials were determined by desorption of n-butylamine via thermogravimetry. One proved that the addition of aluminum in the structure of MCM-41 promoted an increase in the acidity of the catalyst. To check the catalytic activity of these materials, a sample of Atmospheric Residue (RAT) that is derived from atmospheric distillation of oil from the Pole of Guamaré- RN was used. This sample was previously characterized by various techniques such as Thermogravimetry, FTIR and XRF, where through thermal analysis of a comparative study between the thermal degradation of the RAT, the RAT pyrolysis + MCM-41 and RAT + Al- MCM-41. It was found that the Al-MCM-41 was most satisfactory in the promotion of a catalytic effect on the pyrolysis of the RAT, as the cracking of heavy products in the waste occurred at temperatures lower than those observed for the pyrolysis with MCM-41, and thereby also decreasing the energy of activation for the process and increasing the rates of conversion of residue into lighter products

Do novo sindicalismo à concertação social: ascensão (e crise) do sindicalismo no Brasil (1978-1998)

La trajectoire du syndicalisme au Brésil de 1978 à 1998 se présente comme un passage, sur le plan de la stratégie syndicale, de la confrontation à la coopération conflictuelle, ou encore, de la lutte des classes dans la production vers une «convergence antagonique», ou un syndicalisme de participation ou de «concertation sociale», qui s'avère précisement un défensivisme nouveau, d'apparence néo-corporative. Ce que nous cherchons à caractériser ici est l'importance progressive dans la pratique syndicaliste prépondérante de la CUT dans les années 90 du nouveau corporatisme ouvrier, qui a tendance à affaiblir la perspective de classe qui a caractérisé la lutte politique et syndicale au Brésil dans les années 80.

Nas franjas do rural-urbano: meninas entre a tradição e a modernidade

Este artigo gira em torno da possibilidade de reinterpretar dados de pesquisa do passado, à luz das Teorias da Complexidade, conectando-os a dados atuais para conseguir explicações mais compreensivas. São tomados então alguns dados de minhas pesquisas sobre o rural-urbano, a saber: dados quantitativos do Censo de Assentamentos Rurais do Estado de São Paulo sobre as expectativas dos pais em relação à escolarização de meninos e meninas (anos 90); dados qualitativos de uma pesquisa com redações escolares realizada na região de Araraquara no início dos anos 80. Construindo-se uma ponte entre as duas situações, o argumento central é o de que questão das meninas na zona rural deve ser discutida levando-se em conta a relação rural-urbano e superando-se essa dicotomia sob a ótica da história recente do país. Observa-se então que as transformações pelas quais passa a sociedade nacional se refeletem no campo e a conexão entre os dois momentos enfocados (anos 90 versus início dos anos 80) é reveladora de que os germens dessas mudanças já se anunciavam nas relações de algumas meninas que criticavam a sobrecarga do trabalho doméstico sobre os próprios ombros, principalmente sobre os de suas mães.