Sustainability, epistemology, ecocentric business and marketing strategy:ideology, reality and vision

This conceptual article examines the relationship between marketing and sustainability through the dual lenses of anthropocentric and ecocentric epistemology. Using the current anthropocentric epistemology and its associated dominant social paradigm, corporate ecological sustainability in commercial practice and business school research and teaching is difficult to achieve. However, adopting an ecocentric epistemology enables the development of an alternative business and marketing approach that places equal importance on nature, the planet, and ecological sustainability as the source of human and other species' well-being, as well as the source of all products and services. This article examines ecocentric, transformational business, and marketing strategies epistemologically, conceptually and practically and thereby proposes six ecocentric, transformational, strategic marketing universal premises as part of a vision of and solution to current global un-sustainability. Finally, this article outlines several opportunities for management practice and further research. © 2012 Springer Science+Business Media Dordrecht.

Fatores que influenciam o uso do marketing de guerrilha nas empresas em Portugal

Atualmente vivemos numa era em que a publicidade nos rodeia através de várias formas e onde as empresas esforçam-se cada vez mais para tornar eficaz a mensagem que pretendem passar. O uso de métodos convencionais, como a televisão, rádio, ou até outdoors, está a tornar-se pouco eficaz. Em muito pouco tempo, nos últimos vinte anos, a Internet mudou a nossa forma de viver, sendo até comparado ao Renascimento e à Revolução Industrial. As gerações mais recentes nasceram rodeadas deste “boom” publicitário, o que as tornou imunes. De forma a contornar este problema, surge Levinson em 1989 onde apresenta uma forma de minimizar este efeito e ao mesmo tempo proporcionar a que pequenas empresas tenham capacidade de competir com as maiores (Levinson, 2007). Assim, o marketing de guerrilha caracteriza-se por estar normalmente associado a implementações de baixo custo, que por vezes são irrepetíveis, pois conseguem alcançar um impacto “wow” significativo junto do grande público (Oliveira & Ferreira, 2013). O presente estudo contribui para a literatura do marketing de guerrilha existente, realizando assim uma compilação acerca do desenvolvimento desta temática até aos dias de hoje. De forma a perceber quais são os fatores que influenciam o uso do marketing de guerrilha pelas empresas portuguesas, foram inquiridas 140 empresas de todo o país, através de um questionário com base no estudo desenvolvido por Overbeek (2012). Através desta investigação exploratória, numa área ainda pouco explorada em Portugal, até à data, em especial a nível académico, “verificou-se que existe uma grande procura por este tipo de ferramentas não convencionais, tanto que, verificou-se que 86,4% da amostra já presenciou uma ação de guerrilha, no entanto apenas 36,4% admite já ter implementado na sua empresa, o que levanta a questão do porquê de uma taxa tão reduzida de utilização deste tipo de abordagem não convencional (Almeida & Au-Yong-Oliveira, 2015, p.1). A explicação poderá estar ligada à grande aversão à incerteza que existe em Portugal (Hofstede, 2001), e ao receio da mudança e da experimentação de novos produtos em Portugal (Steenkamp et al., 1999). Fatores que não irão mudar durante décadas, dado o tempo que demora a mudar culturas nacionais (Hofstede, 2001). Verifica-se também que na amostra das 140 empresas se destacam pessoas formadas (ao grau de licenciatura e mestrado) em Marketing (18,7% da amostra), Design (15,7%), Gestão (10,4%) e Tecnologias da Informação e Comunicação (7,9%). Pode-se concluir que são as quatro áreas fundamentais, ou pelo menos a necessidade existe em ter conhecimento nestas quatro áreas atualmente. Devido à [pequena] dimensão das empresas, um colaborador que tenha estas quatro competências tem uma vantagem competitiva face aos restantes, no que toca a hard skills.

O plano de marketing: Um estudo discursivo

O artigo tem como propósito contribuir com a discussão sobre a relevância do plano de marketing no contexto das atividades de marketing. O trabalho foi estruturado sob a modalidade de ensaio, e compõe-se de uma revisão do referencial teórico, mediante uma análise conceitual crítica de alguns aspectos pertinentes ao assunto. O tema é tratado sob uma perspectiva de um sistema hierárquico de decisões, pondo-se em destaque o marketing como uma função da troca e o papel do marketing no direcionamento da gestão estratégica. É estudada, ainda, a importância do plano de marketing e principais equívocos. O trabalho conclui com a afirmação de que o plano de marketing não é uma solução para todos os problemas de uma empresa. Entretanto, ele auxilia na antecipação dos estados futuros desejados, direcionando o caminho a ser trilhado. É sobre tudo, um instrumento facilitador, integrador e “potencializador” das estratégias empresariais, em cenários competitivos caracterizados por crescente complexidade, volatilidade e incerteza.

Comparison Of The Solution Of Histidine-tryptophan-alfacetoglutarate With Histidine-tryptophan-glutamate As Cardioplegic Agents In Isolated Rat Hearts: An Immunohistochemical Study.

Cardiac arrest during heart surgery is a common procedure and allows the surgeon to perform surgical procedures in an environment free of blood and movement. Using a model of isolated rat heart, the authors compare a new cardioplegic solution containing histidine-tryptophan-glutamate (group 2) with the histidine-tryptophan-alphacetoglutarate (group 1) routinely used by some cardiac surgeons. To assess caspase, IL-8 and KI-67 in isolated rat hearts using immunohistochemistry. 20 Wistar male rats were anesthetized and heparinized. The chest was opened, cardioctomy was performed and 40 ml/kg of the appropriate cardioplegic solution was infused. The hearts were kept for 2 hours at 4ºC in the same solution, and thereafter, placed in the Langendorff apparatus for 30 minutes with Ringer-Locke solution. Immunohistochemistry analysis of caspase, IL-8, and KI-67 were performed. The concentration of caspase was lower in group 2 and Ki-67 was higher in group 2, both P<0.05. There was no statistical difference between the values of IL-8 between the groups. Histidine-tryptophan-glutamate solution was better than histidine-tryptophan-alphacetoglutarate solution because it reduced caspase (apoptosis), increased KI-67 (cell proliferation), and showed no difference in IL-8 levels compared to group 1. This suggests that the histidine-tryptophan-glutamate solution was more efficient than the histidine-tryptophan-alphacetoglutarate for the preservation of hearts of rat cardiomyocytes.

Remediation Of 17-α-ethinylestradiol Aqueous Solution By Photocatalysis And Electrochemically-assisted Photocatalysis Using Tio2 And Tio2/wo3 Electrodes Irradiated By A Solar Simulator.

TiO2 and TiO2/WO3 electrodes, irradiated by a solar simulator in configurations for heterogeneous photocatalysis (HP) and electrochemically-assisted HP (EHP), were used to remediate aqueous solutions containing 10 mg L(-1) (34 μmol L(-1)) of 17-α-ethinylestradiol (EE2), active component of most oral contraceptives. The photocatalysts consisted of 4.5 μm thick porous films of TiO2 and TiO2/WO3 (molar ratio W/Ti of 12%) deposited on transparent electrodes from aqueous suspensions of TiO2 particles and WO3 precursors, followed by thermal treatment at 450 (°)C. First, an energy diagram was organized with photoelectrochemical and UV-Vis absorption spectroscopy data and revealed that EE2 could be directly oxidized by the photogenerated holes at the semiconductor surfaces, considering the relative HOMO level for EE2 and the semiconductor valence band edges. Also, for the irradiated hybrid photocatalyst, electrons in TiO2 should be transferred to WO3 conduction band, while holes move toward TiO2 valence band, improving charge separation. The remediated EE2 solutions were analyzed by fluorescence, HPLC and total organic carbon measurements. As expected from the energy diagram, both photocatalysts promoted the EE2 oxidation in HP configuration; after 4 h, the EE2 concentration decayed to 6.2 mg L(-1) (35% of EE2 removal) with irradiated TiO2 while TiO2/WO3 electrode resulted in 45% EE2 removal. A higher performance was achieved in EHP systems, when a Pt wire was introduced as a counter-electrode and the photoelectrodes were biased at +0.7 V; then, the EE2 removal corresponded to 48 and 54% for the TiO2 and TiO2/WO3, respectively. The hybrid TiO2/WO3, when compared to TiO2 electrode, exhibited enhanced sunlight harvesting and improved separation of photogenerated charge carriers, resulting in higher performance for removing this contaminant of emerging concern from aqueous solution.

Human Mitochondrial Hsp70 (mortalin): Shedding Light On Atpase Activity, Interaction With Adenosine Nucleotides, Solution Structure And Domain Organization.

The human mitochondrial Hsp70, also called mortalin, is of considerable importance for mitochondria biogenesis and the correct functioning of the cell machinery. In the mitochondrial matrix, mortalin acts in the importing and folding process of nucleus-encoded proteins. The in vivo deregulation of mortalin expression and/or function has been correlated with age-related diseases and certain cancers due to its interaction with the p53 protein. In spite of its critical biological roles, structural and functional studies on mortalin are limited by its insoluble recombinant production. This study provides the first report of the production of folded and soluble recombinant mortalin when co-expressed with the human Hsp70-escort protein 1, but it is still likely prone to self-association. The monomeric fraction of mortalin presented a slightly elongated shape and basal ATPase activity that is higher than that of its cytoplasmic counterpart Hsp70-1A, suggesting that it was obtained in the functional state. Through small angle X-ray scattering, we assessed the low-resolution structural model of monomeric mortalin that is characterized by an elongated shape. This model adequately accommodated high resolution structures of Hsp70 domains indicating its quality. We also observed that mortalin interacts with adenosine nucleotides with high affinity. Thermally induced unfolding experiments indicated that mortalin is formed by at least two domains and that the transition is sensitive to the presence of adenosine nucleotides and that this process is dependent on the presence of Mg2+ ions. Interestingly, the thermal-induced unfolding assays of mortalin suggested the presence of an aggregation/association event, which was not observed for human Hsp70-1A, and this finding may explain its natural tendency for in vivo aggregation. Our study may contribute to the structural understanding of mortalin as well as to contribute for its recombinant production for antitumor compound screenings.

Shelf-life of a 2.5% sodium hypochlorite solution as determined by arrhenius equation

Accelerated stability tests are indicated to assess, within a short time, the degree of chemical degradation that may affect an active substance, either alone or in a formula, under normal storage conditions. This method is based on increased stress conditions to accelerate the rate of chemical degradation. Based on the equation of the straight line obtained as a function of the reaction order (at 50 and 70 ºC) and using Arrhenius equation, the speed of the reaction was calculated for the temperature of 20 ºC (normal storage conditions). This model of accelerated stability test makes it possible to predict the chemical stability of any active substance at any given moment, as long as the method to quantify the chemical substance is available. As an example of the applicability of Arrhenius equation in accelerated stability tests, a 2.5% sodium hypochlorite solution was analyzed due to its chemical instability. Iodometric titration was used to quantify free residual chlorine in the solutions. Based on data obtained keeping this solution at 50 and 70 ºC, using Arrhenius equation and considering 2.0% of free residual chlorine as the minimum acceptable threshold, the shelf-life was equal to 166 days at 20 ºC. This model, however, makes it possible to calculate shelf-life at any other given temperature.

An analytical solution for the critical number of particles for stable bose-einstein condensation under the influence of an anisotropic potential

We have considered a Bose gas in an anisotropic potential. Applying the the Gross-Pitaevskii Equation (GPE) for a confined dilute atomic gas, we have used the methods of optimized perturbation theory and self-similar root approximants, to obtain an analytical formula for the critical number of particles as a function of the anisotropy parameter for the potential. The spectrum of the GPE is also discussed.

Enhanced response of the fricke solution doped with hematoporphyrin under X-rays irradiation

The vials filled with Fricke solutions were doped with increasing concentrations of Photogem®, used in photodynamic therapy. These vials were then irradiated with low-energy X-rays with doses ranging from 5 to 20 Gy. The conventional Fricke solution was also irradiated with the same doses. The concentration of ferric ions for the Fricke and doped-Fricke irradiated solutions were measured in a spectrophotometer at 220 to 340 nm. The results showed that there was an enhancement in the response of the doped-Fricke solution, which was proportional to the concentration of the photosensitizer. The use of such procedure for studying the radiosensitizing property of photosensitizers based on the production of free radicals is also discussed.

Nonexistence of regular stationary solution in a metric nonsymmetric theory of gravitation

It is proven that the field equations of a previously studied metric nonsymmetric theory of gravitation do not admit any non-singular stationary solution which represents a field of non-vanishing total mass and non-vanishing total fermionic charge.

A atuação e a formação do nutricionista na área de marketing: um estudo de caso

Atualmente, o nutricionista atua em diversos ramos de atividade, dentre eles o marketing, que está inserido no campo da promoção da saúde pública, apesar de ainda pouco explorado. O presente trabalho pretende comparar a atuação do nutricionista com as atribuições previstas na legislação e verificar a contribuição acadêmica para este exercício. Realizado em empresa de consultoria nutricional, na capital de São Paulo. Os dados foram obtidos através de observação direta. Muitas são as atividades desenvolvidas pelo nutricionista: programa de qualidade de vida empresarial; orientacao em campo para atletas; cozinha experimental; rotulagem; matérias para revistas, jornais e sites; atendimento ao consumidor, entre outras. Diversas disciplinas contribuem ao exercício do nutricionista em marketing, como as técnicas aquelas que favorecem o entendimento do prcesso saúde- doença, além, daquelas que dão suporte para elaboração de trabalhos científicos e relacionamento com ser humano. A atuação do nutricionista nesta área está amparada pelos conhecimentos acadêmicos e respaldada pelas atribuições propostas pela resolução vigente

Contribution margin model applied to the marketing planning of a container liner carrier

The implementation of confidential contracts between a container liner carrier and its customers, because of the Ocean Shipping Reform Act (OSRA) 1998, demands a revision in the methodology applied in the carrier's planning of marketing and sales. The marketing and sales planning process should be more scientific and with a better use of operational research tools considering the selection of the customers under contracts, the duration of the contracts, the freight, and the container imbalances of these contracts are basic factors for the carrier's yield. This work aims to develop a decision support system based on a linear programming model to generate the business plan for a container liner carrier, maximizing the contribution margin of its freight.

Combining Legendre's Polynomials and Genetic Algorithm in the Solution of Nonlinear Initial-Value Problems

This work develops a method for solving ordinary differential equations, that is, initial-value problems, with solutions approximated by using Legendre's polynomials. An iterative procedure for the adjustment of the polynomial coefficients is developed, based on the genetic algorithm. This procedure is applied to several examples providing comparisons between its results and the best polynomial fitting when numerical solutions by the traditional Runge-Kutta or Adams methods are available. The resulting algorithm provides reliable solutions even if the numerical solutions are not available, that is, when the mass matrix is singular or the equation produces unstable running processes.