Estratégia de marketing e posicionamento competivo

Totalmente renovada e atualizada, a obra enfatiza as mudanças no ambiente, com pesquisas recentes e análises do impacto da Internet nas estratégias e na abordagem do marketing, mas continua a tratar com autoridade duas questões centrais na formulação da estratégia de marketing: a identificação de mercados-alvo e a criação de vantagem competitiva. Os novos capítulos abordam temas como a qualidade do serviço, o marketing de relacionamento, as alianças e redes estratégicas, a inovação, o marketing interno e a previsão de mercado. Com estudos de casos ao final de cada capítulo e um site exclusivo com recursos adicionais.

Representações arquitetônicas na concepção projetual: um estudo com arquitetos e urbanistas do Rio Grande do Norte

The architect materializes his ideas using architectural representations that acts differently during the design process, as instrument that expresses his creatives ideas, as communication between the designer and the client, or as project documentation for its execution (DURAND, 2003). In this paper, it’s been discussed the connexion between the architectural representations and the design process, in a professional context, focusing on representation as an aid to conception. The general aim is to understand the role of architectural representations in the design process by identifying ways of appropriation of their types and resources. The investigation was developed through the theoretical and conceptual studies about the mentioned themes, and the empirical and qualitative research, with architects from the state of Rio Grande do Norte, Brazil, which was developed in two stages: the first one, by filling an electronic form, and the second one, by case studies through execution of design exercises. The results of indirect research showed that the majority of architects and urbanists believes that the way it use the types and representation resources may interfere in design concept. And, after the completion of the case studies, was showed that, motivated by different design conditions, most designers has used the representations differently, which is reflected in different design conceptions.

COMUNICAÇÃO ESTRATÉGICA DE IES ATRAVÉS DO HANDEBOL DE ALTO RENDIMENTO

A tese aborda como a Universidade Metodista de São Paulo (UMESP) e a Universidade de Taubaté (UNITAU) utilizam o esporte de alto rendimento como meio de divulgação estratégica. O estudo mostra qual é a relação existente entre a comunicação institucional e mercadológica das referidas IES e o handebol de alto rendimento. A tese objetiva também, apresentar as ferramentas de comunicação utilizadas por UMESP e UNITAU para divulgar suas ações de patrocínio e, por fim, avaliar o grau do fluxo de comunicação dos profissionais de comunicação e marketing das IES com gestores esportivos do handebol. A comparação entre as IES analisadas deu-se pelo uso do método de pesquisa de ‘estudos de casos múltiplos’, já a pesquisa documental e a bibliográfica foram utilizadas para a construção teórica do trabalho. Os dados dos objetos de estudo foram coletados através do uso da técnica de entrevista, estas que, adotaram a característica ‘semiestruturada’ com perguntas abertas e uso de roteiro. Concluiu-se que as universidades UMESP e UNITAU pouco exploram a imagem vitoriosa do handebol de alto rendimento que investem como meio estratégico de divulgação.

Práticas da ti verde que contribuem para o desenvolvimento sustentável: um estudo de caso em indústrias do RN

This dissertation aims to describe the practices of Information Technology Green contributing to sustainable development, in computers and textile industries in the state of Rio Grande do Norte. The goal is to understand the importance and contribution of IT Green for sustainable development. The research methodology used involved a survey of the theoretical approach prepared, involving two case studies in industries of Rio Grande do Norte. The analysis was supported by an analysis of content, which allowed the understanding of the phenomenon of the Information Technology Green sustainable development in the case studies. In conclusion, is that the Green Information Technology contributes to sustainable development, even so through incipient aspects that highlight the competitive business with a focus on cost reduction, and efforts in sustainable practices

Práticas de governança de tecnologia da informação: um estudo de caso em empresas de telecomunicações do Rio Grande do Norte

This study aims to understand the general model of governance of information technology adopted by telecommunication companies operating in Rio Grande do Norte. The research methodology used involved a theoretical and empirical approach prepared, involving two case studies on companies in the telecommunications industry working in the state of Rio Grande do Norte. The study covered the area of IT organizations, through interviews with managers responsible for the area of Telecommunications / IT. To study in accordance with the approach and address the problem of research, this study was based on qualitative criteria, which enabled the understanding of how companies adopt the governance of information technology. In conclusion, it was found that the governance practices of information technology employees are incipient, but that meet the needs of business and that they intend to implement in specific areas and use other practices of IT governance

Transformada wavelet aplicada a análise automática de oscilografias de curta duração em unidades geradoras

The focus of this work is the automatic analysis of disturbance records for electrical power generating units. The main proposition is a method based on wavelet transform applied to short-term disturbance records (waveform records). The goal of the method is to detect the time instants of recorded disturbances and extract meaningful information that characterize the faults. The result is a set of representative information of the monitored signals in power generators. This information can be further classified by an expert system (or other classification method) in order to classify the faults and other abnormal operating conditions. The large amount of data produced by digital fault recorders during faults justify the research of methods to assist the analysts in their task of analysing the disturbances. The literature review pointed out the state of the art and possible applications for oscillography records. The review of the COMTRADE standard and wavelet transform underlines the choice of the method for solving the problem. The conducted tests lead to the determination of the best mother wavelet for the segmentation process. The application of the proposed method to five case studies with real oscillographic records confirmed the accuracy and efficiency of the proposed scheme. With this research, the post-operation analysis of occurrences is improved and as a direct result is the reduction of the time that generators are offline.

A contribution to semantic description of images and videos: an application of soft biometrics

Humans have a high ability to extract visual data information acquired by sight. Trought a learning process, which starts at birth and continues throughout life, image interpretation becomes almost instinctively. At a glance, one can easily describe a scene with reasonable precision, naming its main components. Usually, this is done by extracting low-level features such as edges, shapes and textures, and associanting them to high level meanings. In this way, a semantic description of the scene is done. An example of this, is the human capacity to recognize and describe other people physical and behavioral characteristics, or biometrics. Soft-biometrics also represents inherent characteristics of human body and behaviour, but do not allow unique person identification. Computer vision area aims to develop methods capable of performing visual interpretation with performance similar to humans. This thesis aims to propose computer vison methods which allows high level information extraction from images in the form of soft biometrics. This problem is approached in two ways, unsupervised and supervised learning methods. The first seeks to group images via an automatic feature extraction learning , using both convolution techniques, evolutionary computing and clustering. In this approach employed images contains faces and people. Second approach employs convolutional neural networks, which have the ability to operate on raw images, learning both feature extraction and classification processes. Here, images are classified according to gender and clothes, divided into upper and lower parts of human body. First approach, when tested with different image datasets obtained an accuracy of approximately 80% for faces and non-faces and 70% for people and non-person. The second tested using images and videos, obtained an accuracy of about 70% for gender, 80% to the upper clothes and 90% to lower clothes. The results of these case studies, show that proposed methods are promising, allowing the realization of automatic high level information image annotation. This opens possibilities for development of applications in diverse areas such as content-based image and video search and automatica video survaillance, reducing human effort in the task of manual annotation and monitoring.

Proposta de avaliação de práticas sustentáveis nas operações de serviço em instituições de ensino superior da Rede Federal de Educação Profissional, Científica e Tecnológica

Higher Education Institutions (HEIs) have an extremely important social role, they are responsible for the place where they work and to form citizens who contribute to a fair and cooperative society. Universities can engage with sustainable development in planning, management, education, research, operations, community services, procurement of materials, transportation and infrastructure; this research seeks to analyze the sustainability practices in service operations in the Higher Education Institutions of the Federal Network of Professional, Scientific and Technological Education in Brazil through the development and application of a model called the Sustainability Assessment for Higher Technological Education (SAHTE). To achieve the proposed goal, a systematic survey of the scientific literature on sustainability assessment models in higher education institutions was conducted, making it possible to identify the characteristics and features of existing models. The model was applied through multiple case studies. The proposal compares the sustainability performance of service operations among individual institutions using a common methodology. It presents five areas to be evaluated in the HEI: Governance and Policies, People, Food, Water and Energy, and Waste and Environment, with a total of 134 questions. The need for greater support from the senior management of institutions to formulate and implement policies on sustainable development was identified when the lack of policies on sustainability in service operations was found; initiatives tend to be isolated. The participation of students and teachers in studies on the daily operations of the campus can be expanded and more widespread. The model seeks to evaluate sustainable practices in the service operations of the Brazilian Federal Network of Professional, Scientific and Technological Education; studies related to the evaluation of teaching sustainability are absent and the applicability of the model in private institutions and other countries is needed. The results obtained with the application of the SAHTE model are useful for the preparation and development of policies on sustainable development, especially in the service operations of the surveyed HEI. The results can sensitize staff and students, who can reflect on their roles in the HEI, as well as the community and suppliers.

Práticas da ti verde que contribuem para o desenvolvimento sustentável: um estudo de caso em indústrias do RN

This dissertation aims to describe the practices of Information Technology Green contributing to sustainable development, in computers and textile industries in the state of Rio Grande do Norte. The goal is to understand the importance and contribution of IT Green for sustainable development. The research methodology used involved a survey of the theoretical approach prepared, involving two case studies in industries of Rio Grande do Norte. The analysis was supported by an analysis of content, which allowed the understanding of the phenomenon of the Information Technology Green sustainable development in the case studies. In conclusion, is that the Green Information Technology contributes to sustainable development, even so through incipient aspects that highlight the competitive business with a focus on cost reduction, and efforts in sustainable practices

Práticas de governança de tecnologia da informação: um estudo de caso em empresas de telecomunicações do Rio Grande do Norte

This study aims to understand the general model of governance of information technology adopted by telecommunication companies operating in Rio Grande do Norte. The research methodology used involved a theoretical and empirical approach prepared, involving two case studies on companies in the telecommunications industry working in the state of Rio Grande do Norte. The study covered the area of IT organizations, through interviews with managers responsible for the area of Telecommunications / IT. To study in accordance with the approach and address the problem of research, this study was based on qualitative criteria, which enabled the understanding of how companies adopt the governance of information technology. In conclusion, it was found that the governance practices of information technology employees are incipient, but that meet the needs of business and that they intend to implement in specific areas and use other practices of IT governance

Avalição de desempenho de protocolos de autenticação para redes sem fio heterogêneas

Dissertação (mestrado)—Universidade de Brasília, Faculdade de Tecnologia, Departamento de Engenharia Elétrica, 2016.

Portugal, os Estados Unidos da América e as Guerras do Século XXI

Tendo como estudo de caso o Afeganistão, descrevem-se as alterações na forma de fazer e entender a guerra, as principais motivações de quem decide participar na guerra, o papel das coligações e alianças, a centralidade do papel dos EUA e as razões que levam países como Portugal a integrar o esforço de guerra. Através de comparações pontuais com outros conflitos analisam-se ainda as principais políticas e doutrinas em vigor, nomeadamente as políticas de comprehensive approach, comprehensive engagement ou engagement by nature e as “novas” doutrinas de “contrainsurreição”.

Born Globals - da formatação da oportunidade à aprendizagem global

Doutoramento em Gestão.

Desenvolvimento e situação atual da agricultura de base ecológica no Brasil e no Estado de São Paulo.

O objetivo deste trabalho é o de apresentar a situação atual do desenvolvimento da produção de base ecológica no Brasil, e no Estado de São Paulo. Para tanto, resgatou-se o histórico da emergência e expansão da agricultura de base ecológica, identificou-se a diversidade da produção e do mercado, os elementos motivadores desta expansão e os obstáculos, à luz do contexto atual. Realizamos a interpretação sócio-econômica de dados estatísticos coletados, análise de entrevistas efetuadas com diferentes agentes sociais e organizações econômicas. Os resultados foram os seguintes: i) histórico da emergência e expansão da agricultura de base ecológica; ii) Identificação do estado de desenvolvimento da produção de base ecológica no Brasil; iii) Identificação do desenvolvimento da produção de base ecológica do Estado de São Paulo iii) Identificação e caracterização das cadeias da produção certificadas respectivamente para exportação e mercados locais. iv) Comentários sobre diversos aspectos da produção e do mercado, baseados nos estudos de casos conduzidos no âmbito do projeto Global Org, e das ações de pesquisas dos autores, e em especial sobre o processo de transição em curso. Os resultados devem subsidiar a formulação de políticas públicas no âmbito do desenvolvimento da produção e comercialização de alimentos orgânicos do País.

A influência dos patrocinadores nas estruturas organizacionais de comunidades de software livre

Dissertação (mestrado)—Universidade de Brasília, Faculdade de Economia, Administração e Contabilidade, Programa de Pós-Graduação em Administração, 2016.