USING ATHLETE ENDORSEMENT IN BRAND POSITIONING – An insight from multinational sports goods companies

It has become a popular method in marketing campaigns to use well-known and admired personalities to promote products. A famous person can draw attention to the brand and change consumers’ perceptions of the brand. The research problem of this study was to offer guidelines on how to use athlete endorsement effectively in brand positioning. This research tried to illustrate how athlete endorsement is a vital brand building factor. Athletes have been found to have special credibility, so this research concentrated on the sports goods industry. Furthermore, athlete endorsement has become a natural part of communicating a sports brand. Athletes highlight the performance of the brand to the consumers. The study was conducted as a qualitative research applying case study method. The two case companies selected for this study were Adidas and Puma. The main findings of the empirical research corresponded to the theoretical framework of the study. Brand positioning strategies in the sports goods industry often include athlete endorsement to some extent. Large multinational companies try to attract the best athletes to promote their brand. The key to successful brand positioning is to have a good product with the right personalities to promote it. However, large multinational companies may face difficulties in localizing their marketing efforts. As a result, global campaigns may not be lucrative everywhere. The role of an expert in an athlete’s sport has resulted in increasing credibility in promoting brands. Creating a superior product in consumers’ minds creates competitive advantage. A top athlete may be linked with superior equipment. After considering the goals of the positioning strategy, companies need to plan their brand awareness process, brand image and brand values. Then, athletes need to be selected based on their characteristics to meet the criteria. Sport sponsorship is a way to support the message delivered through athlete endorsement. Athlete endorsement and sport sponsorship complement the marketing communications mix of a brand. Additionally, companies raise brand awareness and communicate brand image through the athlete. Thus, athletes may earn more money through the sponsorship deals and even feature the advertisements after their professional career. Key words

Pioneer woolen mills in Oregon; history of wool and the woolen textile industry in Oregon, 1811-1875,

Map on lining-papers.

Hegemonia e contra-hegemonia na construção de políticas de esporte e lazer : a experiência do Consórcio Brasília = Hegemony and counter-hegemony in the process of sport and leisure policy-making : the experience of the Consortium Brasilia

Universidade Estadual de Campinas . Faculdade de Educação Física

Logistics information systems adoption: an empirical investigation in Brazil

Purpose - The purpose of this paper is to examine whether the level of logistics information systems (LIS) adoption in manufacturing companies is influenced by organizational profile variables, such as the company`s size, the nature of its operations and their subsectors. Design/methodology/approach - A review of the mainstream literature on US was carried out to identify the factors influencing the adoption of such information systems and also some research gaps. The empirical study`s strategy is based on a survey research in Brazilian manufacturing firms from the capital goods industry. Data collected were analyzed through Kruskall-Wallis and Mann Whitney`s non-parametric tests. Findings - The analysis indicates that characteristics such as the size of companies and the nature of their operations influence the levels of LIS adoption, whilst comparisons regarding the subsectors appeared to be of little influence. Originality/value - This is the first known study to examine the influence of organizational profiles such as size, nature of operations and subsector on the level of US adoption in manufacturing companies. Moreover, it is unique in portraying the Brazilian scenario on this topic and addressing the adoption of seven types of LIS in a single study.

Drilling of fibre reinforced plastic laminates

The use of fibre reinforced plastics – FRP’s – in structures is under a considerable increase. Advantages of their use are related with their low weight, high strength and stiffness. The improvement of the dynamic characteristics has been profitable for aeronautics, automobile, railway, naval and sporting goods industries. Drilling is a widely used machining technique as it is needed to assemble parts in a structure. This is a unique machining process, characterized by the existence of two different mechanisms: extrusion by the drill chisel edge and cutting by the rotating cutting lips. Drilling raises particular problems that can reduce mechanical and fatigue strength of the parts. In this work, quasi-isotropic hybrid laminates with 25% of carbon fibre reinforced plies and 4 mm thickness are produced, tested and drilled. Three different drill geometries are compared. Results considered are the interlaminar fracture toughness in Mode I – GIc –, thrust force during drilling and delamination extent after drilling. A bearing test is performed to evaluate tool influence on the load carrying capacity of the plate. Results consider the influence of drill geometry on delamination. A correlation linking plate damage to bearing test results is presented.

Cash conversion cycle across industries

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Turnaround across diverse global supply chains using shared metrics and change methodology: The Case of Amer Sports Corporation

Purpose - The purpose of this paper is to document the outcome of a global three-year long supply chain improvement initiative at a multi-national producer of branded sporting goods that is transforming from a holding structure to an integrated company. The case company is comprised of seven internationally well-known sport brands, which form a diverse set of independent sub-cases, on which the same supply chain metrics and change project approach was applied to improve supply chain performance. Design/methodology/approach - By using in-depth case study and statistical analysis the paper analyzes across the brands how supply chain complexity (SKU count), supply chain type (make or buy) and seasonality affect completeness and punctuality of deliveries, and inventory as the change project progresses. Findings - Results show that reduction in supply chain complexity improves delivery performance, but has no impact on inventory. Supply chain type has no impact on service level, but brands with in-house production are better in improving inventory than those with outsourced production. Non-seasonal business units improve service faster than seasonal ones, yet there is no impact on inventory. Research limitations/implications - The longitudinal data used for the analysis is biased with the general business trend, yet the rich data from different cases and three-years of data collection enables generalizations to a certain level. Practical implications - The in-depth case study serves as an example for other companies on how to initiate a supply chain improvement project across business units with tangible results. Originality/value - The seven sub-cases with their different characteristics on which the same improvement initiative was applied sets a unique ground for longitudinal analysis to study supply chain complexity, type and seasonality.

Aménagement du lieu de vente : expertise des professionnels du marketing du sport et connaissance du comportement du consommateur

Cet article traite de la façon dont les professionnels du marketing des articles de sport procèdent pour optimiser l'influence du lieu de vente sur les comportements d'achat. Leurs expertises reposent sur une combinaison de données et d'expériences qui peut être rapprochée des démarches sociologiques. Leurs analyses des situations d'achat nous permettent de comprendre comment ils peuvent agir sur les comportements à travers les points de vente, en tentant de guider la perception des produits par le consommateur. Elles nous aident plus globalement à mieux appréhender les décisions des consommateurs. Abstract This paper focuses on how marketers of sporting goods proceed to optimize the influence of the store on purchasing behaviour. Their expertise is based on a combination of data and experiences that parallels the sociological methods. Their analysis of purchasing situations aloud to understand how they can influence behaviours through retailing places, while trying to guide consumers' perception of the products. More broadly, they contribute to a better understanding of consumer's decisions. Keywords: sports, retail, store, marketing, sociology.

Industrial solution business – transition from product to solution offering

The business logic in the manufacturing industry has changed in the 21st century. In the current industrial market, manufacturers are driven to provide more comprehensive offerings that go beyond the traditional product-orientation by providing capacity and availability for their customers. From incidental merchandise, services have become the core of manufacturers’ offerings with long-lasting service agreements over the life-cycles of their products. This change is driven both by the need of providers to grow and gain competitive advantage and by increased customer demand caused by customers’ outsourcing trends. The three key drivers for manufacturers’ service strategies are outsourcing trends, saturation of the installed base, and commoditization in product markets. Thus, manufacturers focus on providing industrial solutions which are delivered through relational processes with customers by using solution-driven business models. In the management of marketing activities, this can be regarded as closer customer relationships, service-dominant business logic, and collaboration in solving customers’ problems. However, there are few studies on comprehensive conceptualizations of a solution offering that include different elements and their roles, especially in the context of capital goods industry. Also the transition process needs further studies in a real life context. This study explores the transition process of an industrial company from product to solution business and, as an aid to managing the solution business, explicates the structure and management of an industrial solution offering. There are two themes, the industrial transition process and industrial solution offering. Regarding the industrial transition process, the aim is to understand the supplier view on the process and its execution and to determine the challenges related to the transition process. The industrial solution offering is discussed by its elements and characteristics, as well as management. Furthermore, a special type of build-own-operate-transfer business model is presented and its suitability in the industrial context analyzed. The study includes findings achieved by qualitative methods and from four case companies. Based on the results, it is tentatively suggested that in the industrial solution business, the transition from product to solution business is not a linear project but an evolving process that varies according to customer needs, which suggests that companies need to possess an ability to develop new business models for different customer needs. The industrial solution offering is dynamic as it evolves in collaboration according to the prevailing and latent customer needs, which suggest restructuring of the organization from a product-centric to a customer-centric one. Furthermore, based on the findings, the concept of industrial solutions is defined as an ongoing relational process to satisfy a customer’s particular business or operational requirements, and the concept of industrial solution offering as an entity comprising the customized goods, services, collaboration, and finance needed to fulfill the industrial solution. Finally, the study offers several managerial implications for industrial managers involved in the transition and management of the solution business and its offering.

Marketing performance measurement in the marketing-finance interface

Marketing and finance are both facing challenges in the constantly changing business environment. Finance is challenged to change its role from cost control to value-adding business partner while marketing needs to be able to demonstrate its accountability so how it contributes to firm performance. Finance is the key partner for marketing to prove its impact by helping marketing to measure its actions. By doing so, finance can also emphasize its business partner role. There is not a lot of research conducted of the relationship between marketing and finance departments. The aim of this study is to investigate how the professional differences of marketing and finance and their forms of cooperation affect marketing performance measurement. Literature of marketing and finance disciplines, their cooperation, performance implications of their interface as well as the roles of marketing performance measurement, performance measurement system and measures were reviewed. This research was conducted as a qualitative case study among senior management of marketing and finance in the sporting goods company. The data collected through semi-structured interviews, participant observation and secondary data was described and classified and connections were made. The results of the study show that the nature of marketing and finance disciplines has many effects on their cooperation and performance measurement. Due to the ambiguous nature of marketing, measuring its performance is still seen as a challenge but digitalization is helping the measurement. It was indicated that marketing and finance professionals need to have different skillsets in order to perform their roles effectively and thus cooperation is needed. Marketing performance needs to be measured with both financial and nonfinancial measures. Both marketing and finance interviewees highlighted the importance of marketing measures over financial measures. Measuring marketing performance comprehensively is seen as a challenge since marketing and finance cooperation is still shaped by the cost control and budget management roles, rather than performance measurement. We recognized three constraints affecting this cooperation and performance measurement: people, time and software. If marketing and finance would develop deeper cooperation, they could create comprehensive performance measurement system that improves organizational performance.

Contribuyendo al reto de la sostenibilidad: el sistema producto- servicio en la industria de la moda rápida

El presente proyecto de grado se inscribe bajo el proyecto de Responsabilidad Social Empresarial de la línea de investigación de Realidad Empresarial de la Facultad de Administración de la Universidad del Rosario. El problema de investigación surge de dos problemas actuales, que convergen en la insostenibilidad a largo y mediano plazo de la manera en que se hacen la mayoría de los negocios hoy en día. El primer problema, es el de suficiencia, se evidencia desde el punto de vista del consumidor, el cual pareciera estar diseñado para comprar y acumular objetos y cosas que luego de un tiempo irán a parar a la basura. El segundo problema es el modelo de negocio que extrae recursos, los transforma, los comercializa de manera repetitiva y obliga al cliente a seguir comprando, olvidando que la mayoría de cosas que produce, terminan en el basurero. La deficiencia actual del consumismo insostenible y del diseño que no piensa en las generaciones futuras son dos caras de la misma moneda. Por eso es que se estudia el problema desde la perspectiva tanto del consumidor, como del productor. Las tendencias internacionales relacionadas con la sostenibilidad están llevando a los negocios por una nueva senda, la cual les dará ventajas competitivas a los adoptadores tempranos. A raíz de los problemas planteados y con el objetivo de encontrar la sostenibilidad empresarial, se estudia una posible solución para cada actor del problema. Por el lado del consumidor, se analiza la teoría que gira alrededor del consumo responsable y de cómo los consumidores tienen el poder de causar un efecto positivo con lo que mejor saben hacer: comprando (y eligiendo que comprar). Por el lado del productor se estudia un nuevo modelo de negocios llamado el sistema producto-servicio, el cual se enfoca a satisfacer necesidades de los clientes por medio de una combinación de prestación de servicios y facilitación de productos, en vez de la comercialización de estos. Es decir que en vez de vender cosas que los consumidores quieran acumular (problema de suficiencia), se les vende soluciones que satisfagan sus necesidades, reteniendo la compañía la propiedad sobre los productos que integran al servicio. Se estudia también de que maneras este modelo particular de sistemas producto-servicio puede ser recibido por los consumidores de hoy en día, tan acostumbrados al modelo actual. Se quiere explorar el sistema de productos y servicio como una alternativa empresarial perdurable que solucione los retos ambientales del siglo XXI. Para poder probar la viabilidad de este hipotético modelo que cambia los patrones de interacción de las empresas con los usuarios, se plantea una idea de negocio que integre productos y servicios para satisfacer las necesidades del cliente. Se escogió un área viii caracterizada por ser de las más consumistas y acumuladoras en cuanto al volumen de compras anual de los clientes: el negocio de la ropa. Y no solo cualquier tipo de ropa, sino el de la moda rápida, un modelo que obliga a los consumidores a comprar ropa con una frecuencia aún mayor. Se hizo esto con el objetivo de probar que el modelo propuesto puede funcionar inclusive bajo los supuestos más “consumistas” que existen hoy en día.

Acumulação de competências tecnológicas e os processos subjacentes de aprendizagem na indústria de bens de capital: O caso KVAERNER PULPING no Brasil

This dissertation is concerned with the implications of the learning processes for the technological capability accumulation at the firm level. This relationship was examined in Kvaerner Pulping over the period from 1980 to 2000. The firm is located in Curitiba/PR and supplies equipment and complete plants (capital goods) for pulp mills. In other words, based on an individual case study, this dissertation examines how the learning processes influence the building and accumulation of technological capability. The accumulation of technological capabilities is crucial for the survival and the competitive performance of the firms. An analytical framework already available in the literature was used to describe the paths (way and speed) of technological capability accumulation in the firm studied. However, the framework was adapted specifically for the capital goods industry for the pulp & paper sector. The paths of technological capability accumulation are analysed for three different technological functions: ¿engineering activities and project management¿, ¿operational processes and practices¿ and ¿process equipment¿. The learning mechanisms were examined in the light of four key features: variety, intensity, functioning and interaction. During the 1980s and 1990s the firm accumulated different levels of technological capability in the technological functions studied. It was only when the firm started to coordinate systematically the efforts to acquire and convert the knowledge from the individual to the organizational level, at the mid 1990s, that the accumulation of technological capability was accelerated. By the end of this decade the firm was able to accumulate innovative capabilities in all the functions analysed. Similarly to previous studies that investigated other types of firms, the conclusion of this dissertation suggests that the way and rate by which the firm accumulates technological capability can be explained by the learning process and its key features over time.

A estrategia de desenvolvimento no II PND: a estrategia industrial.

The objective of the second national development plan was to define industrial expansion in Brazil. The capital goods industry had to be aligned with large infrastructure projects. Also public sector national enterprise was a key element. A newly created financial base 'FIBASE', the national development bank, and state enterprises are principal agents of change in the industrial model. However, the II PND has not succeeded in changing the model because from the beginning it has not considered the realities of the Brazilian economy.-translated by J.Robertson

O programa mais educação em Abaetetuba: análise do macrocampo esporte e lazer na escola Esmerina Bou Habib (2008/2012)

Através do presente estudo, procura-se analisar o Programa Mais Educação a partir do referencial Marxiano e marxista. Procura-se analisar as categorias Educação Integral, Esporte e Lazer, analisar relações das categorias com a discussão sobre o neoliberalismo, a sua influência no Estado brasileiro, além de marcos legais e contextuais. O processo de pesquisa ocorreu através da revisão bibliográfica, desenvolvida com base em materiais já elaborados, constituídos principalmente de livros e artigos científicos. Realizou-se o trato do cruzamento das primeiras abstrações sobre o objeto e o cruzamento da pesquisa documental com a revisão bibliográfica e com a pesquisa de campo. O nosso objetivo geral nesta pesquisa foi analisar os limites e as possibilidades na implementação do Esporte e do Lazer no PME e a problemática central da pesquisa: quais os limites e as possibilidades na implementação do Esporte e do Lazer no Programa Mais Educação na política local, nacional e na escola Esmerina Bou Habib de Abaetetuba/Pará (2008 - 2012)? Analisamos que o Programa Mais Educação tem sido um programa limitado à lógica do capital e do seu processo reprodutivo para o mercado de trabalho e a socialização de valores necessários a esta ordem. Por outro lado seria necessária uma Educação Integral e em tempo integral, na qual a construção de espaços deve ser prioridade, como uma alternativa para favorecer a escola pública, ou seja, é necessário mais tempo em uma nova escola. Percebeu-se que o Programa Mais Educação ainda não teve êxito em avançar na superação da escola de um turno para a construção de uma escola de dois turnos, os investimentos não são suficientes, a lógica da produtividade está presente no programa, inclusive na prioridade dada ao Esporte de rendimento. Percebeu-se que o macrocampo Esporte e Lazer é muito solicitado pelos alunos e que há uma aproximação entre as atividades deste macrocampo e as aulas de educação física, sendo que esta aproximação não deve ocasionar a substituição das aulas de educação física, caso que foi percebido durante a pesquisa de campo. Analisamos que a Educação Integral e em tempo integral será importante para a melhoria da educação no Brasil em termos estruturais, assim como uma melhor organização do trabalho pedagógico, valorização do processo educativo e do professor, aumentar as possibilidades educativas, ou seja, para o processo educativo ser mais qualitativo, crítico e dialético para a formação da classe trabalhadora. Contudo, entende-se que o Esporte deve ser tratado, a partir do paradigma da cultura corporal, como um elemento cultural humano deve ser socializado na escola no contexto da formação do novo homem e da nova mulher. Entende-se que a socialização do conhecimento sistematizado é necessária para a organização da classe trabalhadora em sua luta revolucionária. Nesse sentido, a educação escolar tem papel fundamental na luta pelo socialismo. Contudo, acreditou-se na relevância desta pesquisa, do ponto de vista social, por se estar propondo uma análise ampla e crítica que deverá dar conta do trato científico do objeto e das categorias de análise, afinado com perspectivas substancialmente transformadoras. Pretende-se que esta pesquisa possa contribuir para o debate das categorias Educação Integral, Esporte e Lazer.

Estudo sobre os determinantes do investimento na indústria de transformação brasileira: análise setorial para o período de 1996 a 2012

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)