Resgatando o Conceito de Marketing Social

O Marketing Social vem sendo utilizado pelas empresas para agregar valor à imagem de suas marcas, o que o afasta de seu foco e da sua verdadeira aplicação. Ou seja, caracterizando como estratégias que se aplicam às organizações privadas, inclusive, sendo equivocadamente rebatizado e associado a outros termos como, por exemplo: Marketing Societal, Propaganda Institucional, Responsabilidade Social, Cidadania Corporativa e Filantropia Estratégica. Tudo isso vem gerando distorções e vulgarizações acerca das práticas gerenciais, inserindo “modismos” que têm finalidade estratégica e lucrativa, muito distinta daquela que corresponde à sua original conceituação. Aqui é feita uma reflexão sobre essa confusão conceitual, visando contribuir para a restauração do uso original do conceito de Marketing Social. Este ensaio se propõe, também, a apresentar um instrumento de avaliação das atividades do Marketing Social, como forma de identificar se os princípios estão sendo aplicados nos programas e causas sociais anunciados e “pregados” pelo mercado.

Resgatando o conceito de marketing social

O Marketing Social vem sendo utilizado pelas empresas para agregar valor à imagem de suas marcas, o que o afasta de seu foco e da sua verdadeira aplicação. Ou seja, caracterizando como estratégias que se aplicam às organizações privadas, inclusive, sendo equivocadamente rebatizado e associado a outros termos como, por exemplo: Marketing Societal, Propaganda Institucional, Responsabilidade Social, Cidadania Corporativa e Filantropia Estratégica. Tudo isso vem gerando distorções e vulgarizações acerca das práticas gerenciais, inserindo “modismos” que têm finalidade estratégica e lucrativa, muito distinta daquela que corresponde à sua original conceituação. Aqui é feita uma reflexão sobre essa confusão conceitual, visando contribuir para a restauração do uso original do conceito de Marketing Social. Este ensaio se propõe, também, a apresentar um instrumento de avaliação das atividades do Marketing Social, como forma de identificar se os princípios estão sendo aplicados nos programas e causas sociais anunciados e “pregados” pelo mercado.

Coupling of magnetic, strain and electric polarization fields in the structure of multiferroic material

The comprehensive study on the coupling of magnetism, electrical polarization and the crystalline lattice with the off-stoichiometric effects in self-doped multiferroic hexagonal h-LuMnxO3±δ (0.92≤x≤1.12) ceramic oxides was carried out for the PhD work. There is a complex coupling of the three ferroic degrees. The cancelation of the magnetic moments of ions in the antiferromagnetic order, electric polarization with specific vortex/antivortex topology and lattice properties have pushed researchers to find out ways to disclose the underlying physics and chemistry of magneto-electric and magneto-elastic couplings of h-RMnO3 multiferroic materials. In this research work, self-doping of Lu-sites or Mn-sites of h-LuMnxO3±δ ceramics prepared via solid state route was done to pave a way for deeper understanding of the antiferromagnetic transition, the weak ferromagnetism often reported in the same crystalline lattices and the ferroelectric properties coupled to the imposed lattice changes. Accordingly to the aim of the PhD thesis, the objectives set for the sintering study in the first chapter on experimental results were two. First, study of sintering off-stoichiometric samples within conditions reported in the bibliography and also extracted from the phase diagrams of the LuMnxO3±δ, with a multiple firings ending with a last high temperature step at 1300ºC for 24 hours. Second, explore longer annealing times of up to 240 hours at the fixed temperature of 1300 ºC in a search for improving the properties of the solid solution under study. All series of LuMnxO3±δ ceramics for each annealing time were characterized to tentatively build a framework enabling comparison of measured properties with results of others available in literature. XRD and Rietveld refinement of data give the evolution the lattice parameters as a function to x. Shrinkage of the lattice parameters with increasing x values was observed, the stability limit of the solid solution being determined by analysis of lattice parameters. The evolution of grain size and presence of secondary phases have been investigated by means of TEM, SEM, EDS and EBSD techniques. The dependencies of grain growth and regression of secondary phases on composition x and time were further characterized. Magnetic susceptibility of samples and magnetic irreversibility were extensively examined in the present work. The dependency of magnetic susceptibility, Neel ordering transition and important magnetic parameters are determined and compared to observation in other multiferroics in the following chapter of the thesis. As a tool of high sensitivity to detect minor traces of the secondary phase hausmannite, magnetic measurements are suggested for cross-checking of phase diagrams. Difficulty of previous studies on interpreting the magnetic anomaly below 43 K in h-RMnO3 oxides was discussed and assigned to the Mn3O4 phase, with supported of the electron microscopy. Magneto-electric coupling where AFM ordering is coupled to dielectric polarization is investigated as a function of x and of sintering condition via frequency and temperature dependent complex dielectric constant measurements in the final chapter of the thesis. Within the limits of solid solubility, the crystalline lattice of off-stoichiometric ceramics was shown to preserve the magneto-electric coupling at TN. It represents the first research work on magneto-electric coupling modified by vacancy doping to author’s knowledge. Studied lattices would reveal distortions at the atomic scale imposed by local changes of x dependent on sintering conditions which were widely inspected by using TEM/STEM methods, complemented with EDS and EELS spectroscopy all together to provide comprehensive information on cross coupling of distortions, inhomogeneity and electronic structure assembled and discussed in a specific chapter. Internal interfaces inside crystalline grains were examined. Qualitative explanations of the measured magnetic and ferroelectric properties were established in relation to observed nanoscale features of h-LuMnxO3±δ ceramics. Ferroelectric domains and topological defects are displayed both in TEM and AFM/PFM images, the later technique being used to look at size, distribution and switching of ferroelectric domains influenced by vacancy doping at the micron scale bridging to complementary TEM studies on the atomic structure of ferroelectric domains. In support to experimental study, DFT simulations using Wien2K code have been carried out in order to interpret the results of EELS spectra of O K-edge and to obtain information on the cation hybridization to oxygen ions. The L3,2 edges of Mn is used to access the oxidation state of the Mn ions inside crystalline grains. In addition, rehybridization driven ferroelectricity is also evaluated by comparing the partial density of states of the orbitals of all ions of the samples, also the polarization was calculated and correlated to the off-stoichiometric effect.

Digital nonlinear equalization for optical transmission systems

This thesis focuses on digital equalization of nonlinear fiber impairments for coherent optical transmission systems. Building from well-known physical models of signal propagation in single-mode optical fibers, novel nonlinear equalization techniques are proposed, numerically assessed and experimentally demonstrated. The structure of the proposed algorithms is strongly driven by the optimization of the performance versus complexity tradeoff, envisioning the near-future practical application in commercial real-time transceivers. The work is initially focused on the mitigation of intra-channel nonlinear impairments relying on the concept of digital backpropagation (DBP) associated with Volterra-based filtering. After a comprehensive analysis of the third-order Volterra kernel, a set of critical simplifications are identified, culminating in the development of reduced complexity nonlinear equalization algorithms formulated both in time and frequency domains. The implementation complexity of the proposed techniques is analytically described in terms of computational effort and processing latency, by determining the number of real multiplications per processed sample and the number of serial multiplications, respectively. The equalization performance is numerically and experimentally assessed through bit error rate (BER) measurements. Finally, the problem of inter-channel nonlinear compensation is addressed within the context of 400 Gb/s (400G) superchannels for long-haul and ultra-long-haul transmission. Different superchannel configurations and nonlinear equalization strategies are experimentally assessed, demonstrating that inter-subcarrier nonlinear equalization can provide an enhanced signal reach while requiring only marginal added complexity.

O sistema de controlo interno e a qualidade da auditoria

A qualidade da auditoria é uma preocupação crescente no sentido de credibilizar as demonstrações financeiras, pelo que muitos estudos têm sido desenvolvido nos últimos tempos com vista a avaliar quais serão os fatores que maior influência poderão ter na qualidade de uma auditoria. Sendo o Sistema de Controlo Interno (SCI) um elemento fundamental no aumento da fiabilidade da informação importa analisar o contributo do SCI para a qualidade da auditoria. Com base em questionários e entrevistas a Revisores Oficiais de Contas (ROC) procuramos perceber o que é um bom SCI numa entidade e quais os fatores de que depende, bem como o seu contributo para a qualidade da auditoria. Os nossos resultados mostram que os ROC dão grande importância ao SCI ao longo de todo o processo de auditoria, e em particular para a avaliação do risco de distorções relevantes e avaliação do risco de fraude. Mostram ainda que consideram o SCI entre os três fatores mais determinantes da qualidade da auditoria, considerando que o ambiente de controlo e a monitorização dos controlos são os componentes do SCI que mais contribuem para esse facto. Assim, os resultados obtidos evidenciam um contributo positivo do SCI para a qualidade da auditoria.

Avaliação fiscal vs valores de mercado de imóveis em dação em pagamento (segmento habitacional)

Mestrado em Gestão e Avaliação Imobiliária

Estudo da síntese e propriedade magnética de ferritas de manganês/cobalto dopadas com níquel

For the chemical method of synthesis of co-precipitation were produced ferrite powders manganese-cobalt equal stoichiometric formula Mn (1-x) Co (x) Fe2O4, for 0 < x < 1, first reagent element using as the hydroxide ammonium and second time using sodium hydroxide. The obtained powders were calcined at 400 ° C, 650 ° C, 900 ° C and 1150 ° C in a conventional oven type furnace with an air atmosphere for a period of 240 minutes. Other samples were calcined at a temperature of 900 ° C in a controlled atmosphere of argon, to evaluate the possible influence of the atmosphere on the final results the structure and morphology. The samples were also calcined in a microwave oven at 400 ° C and 650 ° C for a period of 45 minutes possible to evaluate the performance of this type of heat treatment furnace. It was successfully tested the ability of this group include isomorphic ferrite with the inclusion of nickel cations in order to evaluate the occurrence of disorder in the crystalline structures and their changes in magnetic characteristics.To identify the structural, morphological, chemical composition and proportions, as well as their magnetic characteristics were performed characterization tests of X-ray diffraction (XRD), scanning electron microscopy (SEM), transmission electron microscopy (TEM), energy dispersive spectroscopy (EDX), thermogravimetric (TG), vibrating sample magnetometry (MAV) and Mössbauer spectroscopy. These tests revealed the occurrence of distortion in the crystal lattice, changes in magnetic response, occurrence of nanosized particles and superparamagnetism

Análise da expressão de APE1 após estresse oxidativo induzido em células proficientes e deficientes na via de reparo por excisão de nucleotídeos.

Riboflavin is a vitamin very important in aerobic organisms, as a precursor of many coenzymes involved in the electron transporter chain. However, after photosensitization of riboflavin with UV or visible light, it generates reactive oxygen species (ROS), which can oxidize the DNA. The repair of oxidative lesions on DNA occurs through the base excision repair pathway (BER), where APE1 endonuclease plays a central role. On the other hand, the nucleotide excision repair pathway (NER) repairs helix-distorting lesions. Recently, it was described the participation of NERproteins in the repair of oxidative damage and in stimulation of repair function fromAPE1. The aim of this research was to evaluate the cytotoxic effects of photosensitized riboflavin (RF*) in cells proficient and deficient in NER, correlating with APE1 expression. For this propose, the cells were treated with RF* and it was performed the cell viability assay, extraction of whole proteins, cells fractionation, immunoblotting, indirect immunofluorescence and analysis of polymorphisms of BER gens. The results evidenced that cells deficient in XPA and CSB proteins were more sensitive to RF*. However, XPC-deficient cells presented similar resistance to MRC5- SV cells, which is proficient in NER. These results indicate that XPA and CSB proteins have an important role on repair of oxidative lesions induced by RF*. Additionally, it was evidenced that single nucleotide polymorphisms (SNPs) in BER enzymes may influence in sensitivity of NER-deficient cell lines. Concerning the APE1 expression, the results showed that expression of this protein after treatment with RF* only changed in XPC-deficient cells. Though, it was observed that APE1 is recruited and is bound to chromatin in MRC5-SV and XPA cells after treatment with RF*. The results also showed the induction of DNA damage after treatment with RF*, through the analysis of-H2AX, since the treatment promoted an increase of endogenous levels of this phosphorylated protein, which acts signaling double strand-break on DNA. On the other hand, in XPC-deficient cells, regardless of resistance of RF*, the endogenous levels of APE1 are extremely reduced when compared with other cell lines and APE1 is not bound to chromatin after treatment with RF*. These results conclude that RF* was able to induce cell death in NERdeficient cells, where XPA and CSB cells were more sensitive when compared with MRC5-SV and XPC-deficient cells. This last result is potentially very interesting, since XPC-deficient cell line presents low levels of APE1. Additionally, the results evidenced that APE1 protein can be involved in the repair of oxidative damage induced by RF*, because APE1 is recruited and bound strongly to chromatin after treatment.

Da dominação à cooperação: a paz perpétua e a luta eterna entre nações

O presente ensaio tem por objetivo a construção de uma linha de pensamento sobre as teorias e a realidade das Relações Internacionais baseada na pluralidade de valores e na justaposição de ideias que designam e afetam as relações entre os atores internacionais, assim como, entender os reflexos que estes fatores têm nos desfechos destas interações resultantes em cooperação e conflito. Por meio de uma revisão bibliográfica são visitados alguns pensamentos sobre a formação dos estados nacionais e sobre as interações destes, produzindo conceitos relativos à ordem e ao equilíbrio em uma sociedade internacional, e aos fatores que afetam e são variáveis a existência dos estados. A designação teórica da realidade internacional desprovida de prescrições ou distorções ideológicas edifica neste ensaio valiosas linhas de pensamento, que podem contribuir significativamente para o desenvolvimento de proposições mais fidedignas a realidade do que a anseios específicos no campo das Ciências Políticas e das Relações Internacionais. ABSTRACT: The aim of this study is to construct of a way of thinking about the theories and the reality of International Relations based on the plurality of values and juxtaposition of ideas that mark and affect the relationships between international players. A further objective is understanding the influences of these factors in creating outcomes of cooperation or conflict within international interactions. Various thoughts and reflections on the formation of national states and their interactions have been examined by way of an intensive literature review, thus producing concepts concerning the order and equilibrium of an international society as well as the factors that affect and vary depending on the existence of states. Through the theoretical portrayal of the reality of international relations devoid of ideological prescriptions or distortions this study creates a number of lines of thinking, that could significantly contribute to the development of propositions more true to reality than specific aspirations within the field of Political Science and International Relations.

CONFIGURAÇÃO DA AGRICULTURA FAMILIAR NO PROJETO JAÍBA EM CINQUENTA ANOS DE EXISTÊNCIA

A atual configuração da agricultura familiar dentro do perímetro do Projeto Jaíba é resultado de uma política desenvolvimentista pensada e implantada sem a participação popular. Tal configuração se apresenta com serias distorções levando o agricultor familiar ao endividamento e uma postura passiva com relação à organização social, ficando assim afastado das instancias decisórias. Este fato foi determinante para uma conjuntura onde o insucesso e o abandono estão presentes ,ainda que uma extraordinária estrutura tenha sido implantada nesta área.Este trabalho propõe a análise da agricultura familiar no projeto Jaíba a partir de um estudo sobre a atual paisagem da área destinada ao pequeno produtor. Para tanto, utilizamos como metodologia uma revisão bibliográfica, bem como a visita in locus para melhor analisar o projeto e entrevistas semi-estruturadas. Inicialmente foi feito um levantamento histórico da implantação do projeto na região semi-árida do Norte de Minas. Posteriormente, foram feitas comparações entre os dados colhidos em campo por meio de pesquisa qualitativa, com as teorias apresentadas por diversos autores que trabalham nesta linha de pesquisa. Os resultados desta análise já nos permitem algumas conclusões. A pesquisa atualmente encontra-se em andamento.