Responsabilidade social e marketing social: dois estudos de caso

o objetivo desta pesquisa foi a identificação e a determinação dos principais elementos presentes no desenvolvimento de ações de responsabilidade social e programas de marketing social em unidades industriais de duas empresas, da iniciativa privada, localizadas em Curitiba: Bosch e Inepar. Na base teóricoempírica, foram analisados os aspectos referentes à gestão social sob o paradigma da Sociedade Pós-Industrial, à responsabilidade social e ao marketing social. Especificamente nestes dois últimos temas foi aprofundada a análise de suas bases de formação e a evolução de seus conceitos, bem como suas diferentes interpretações, tratamentos, usos e motivações para a efetivação de programas de cunho social. O método que caracteriza esta pesquisa é o de dois estudos de caso distintos. Os dados foram obtidos mediante pesquisa bibliográfica, análise de documentos internos e peças de comunicação externas, observação direta e por meio de entrevistas semi-estruturadas, realizadas com os dirigentes e funcionários das organizações estudadas, envolvidos na condução e organização de práticas sociais. A análise foi efetuada de forma descritivo-qualitativa. Os dados coletados revelaram a existência de consonâncias e dissonâncias entre a prática da responsabilidade social e do marketing social e o discurso apresentado pelas empresas. O objetivo maior do estudo foi ampliar o entendimento acerca da responsabilidade social e do marketing social praticado pela iniciativa privada, tendo como referência a visão de seus integrantes, dentro das atuais racionalidades econômica e social que estabelecem um novo modelo de relacionamento entre Estado, empresas e sociedade civil.

O marketing industrial : uma avaliação de seu desempenho na pequena e média empresa de alta tecnologia

O marketing ampliamente conhecido como um mecanismo que prop5e diferentes para a comercialização de produtos de consumo de massa, e certamente, a maior parte da bibliografia existente sobre a área, está dirigida para estes tipos de produtos, elaborados geralmente por grandes empresas

Gestão de marketing em ambiente industrial : um estudo do segmento de bens de capital sob encomenda

A presente monografia teve como motivação básica nosso desejo de buscar conhecer como se processa a gestão mercadológica no mercado industrial brasileiro, especificamente no segmento de bens de capital sob encomenda, destinados ao mercado de geração e transmissão de energia elétrica. Nossa orientação para este segmento deveu-se ao fato de ouvirmos, com freqüência, que o parque gerador do país não teria potencial suficiente para sustentarum crescimento interno da ordem de 5% a.a. por três anos consecutivos e por sabermos que sem energia o país terá dificuldades de toda ordem (econômica/financeira/produtiva). Além do mais, quizemos saber como esse segmento, no seu todo (fabricantes, fornecedores e clientes), estaria se posicionando face às contingências de um mercado global a exigir maior competitividade entre empresas e onde o Estado brasileiro, por impotência, vem tendo que abrir mão de suas prerrogativas, seja a nível de fomentar o desenvolvimento do setor, seja a nível de cliente/comprador dos bens supracitados. Ao longo das pesquisas pôde-se constatar acentuada escassez de bibliografia que dissesse respeito a marketing para bens de capital, especialmente àqueles não-seriados. Quase nada de relevante existe sobre o tema, tanto em língua portuguesa, como em outras línguas. O que nos foi possível encontrar, em outras línguas, versava sobre "cases" específicos. Quanto às premissas do trabalho, em número de cinco, as pesquisas ratificaram umas e surpreenderam-nos com outras, como a similitude de posicionamentos entre fabricantes e clientes, evidenciados por testes de correlação estatística. Não obstante os segmentos relacionados à int:ra-estrutura do Brasil sofrerem o mesmo tipo de condicionantes, relativamente a marketing (mercado protegido, com predominância do Estado e com falta de inversões financeiras), o presente estudo não autoriza a generalizações das conclusões a que se chegou. Permitimo-no sugerir que novos estudos exploratórios e pesquisas sejam feitos, pois, do ponto de vista da mercadologia, muito pouco se conhece sobre as atividades industriais no segmento de bens de capital sob encomenda, suas motivações e os fatores que pesam sobre as decisões de compra/investimento

Internet como canal de serviços ao cliente em marketing industrial: esta opção esta sendo considerada uma vantagem competitiva em mercados comoditizados?

Mostra os usos da Internet como canal de serviços ao cliente. Aborda o papel dos serviços ao cliente como estratégia de marketing em um empresa que vende farinhas de trigo e outros produtos comoditizados. Aponta oportunidades para utilização de serviços ao cliente para diferenciação e obtenção de vantagem competitiva.

A influência do marketing mix na formulação estratégica das empresas no mercado industrial eletrônico brasileiro

Trata-se de um trabalho teórico-empírico que analisa o Marketing Mix utilizado no Mercado Eletrônico Industrial Brasileiro e sua influência na formulação estratégica, estando centrada esta análise na estratégia de diversificação. Relaciona Participação de Mercado e Taxa de Retorno de Investimento para as empresas líderes dos segmentos. Identifica nos mercados os fatores chaves de sucesso.

Best practices for the implantation of ISO 14001 norms: a study of change management in two industrial companies in the Midwest region of the state of São Paulo - Brazil

Among the difficulties found in the implementation of ISO 14001 systems, resistance to change can always be found. It is mainly a consequence of the hurry to change, loss of focus, concentration of decision making at the level of top management, arbitrary imposition of objectives and results, faulty communication, and the absence of motivational and financial incentive for change.Therefore, the main objective of this paper is to present best practices with respect to the management of organizational change due to the implementation of ISO 14001 norms in two industrial companies in the Midwest region of the State of São Paulo - Brazil. (C) 2008 Elsevier Ltd. All rights reserved.

Model of a game for improving integrated decisions in production management

This paper presents the results obtained with a business game whose model represents the decision making process related to two moments at an industrial company. The first refers to the project of the industrial plant, and the second to its management. The game model was conceived so the player's first decision would establish capacity and other parameters such as quantities of each product to produce, marketing expenses, research and development, quality, advertising, salaries, if purchases will be made in installments or in cash, if there will be credit sales and how many installments will be allowed and the number of workers in the assembly area. An experiment was conducted with employees of a Brazilian company. Data obtained indicate that the players have lack of contents, especially in finances. Although these results cannot be generalized, they confirm prior results with undergraduate and graduate students and they indicate the need for reinforcement in this undergraduate area. © 2012 Springer-Verlag.

Alignment of operations strategy: Exploring the marketing interface

Purpose - The purpose of this paper is to identify factors that can help managers to overcome barriers to alignment of operations strategy at the interface with marketing. Design/methodology/approach - This objective required the application of a procedure based on strategic consensus and a deeper analysis, such that the delimitation of the study in a single case was mandatory. The strategic processes of interfacing involve managerial attributes that are subject to the influence of human aspects and, therefore, the research method used a qualitative approach. The protocol design included the following data sources: interviews, document reviews and researcher observations. The categorisation was made based on the theoretical references, the frequency of observations, common responses and information from documents. Findings - The balance between intra-functional trade-offs, joint research on the competitive context, reflections on the understanding of customer needs and operational performance, and understanding of inter-functional trade-offs were the main factors verified. They effectively support decisions associated with interface processes and promotes the integration of these processes. They can generate inputs that enable managers to achieve an appropriate balance among alternatives in light of various trade-offs. Practical implications - These factors make possible new connections between strategic processes in the context of operations and marketing functions. The formations of these strategies are aligned through a better understanding of both threats and opportunities by means of a joint analysis of the competitive context. The presented findings can be used to develop a clear definition of strategic objectives of operations and a more appropriate treatment of market needs. Originality/value - The findings from the research can be considered as new elements for promoting alignment in the formation process of the operations strategy. Little research to date has examined the operations-marketing strategic interface of companies in the context of strategic consensus. © Emerald Group Publishing Limited.

Guidelines for the integration of certifiable management systems in industrial companies

Organizations often operate in turbulent environments characterized by intense competitiveness, constant technological progress, new market requirements, and scarce natural resources. This scenario imposes the constant need for change in the operation and companies' management. The integration of certifiable management systems is an effective alternative in this sense. The objective of the present study is to propose guidelines for the integration of the ISO 9001 Quality Management System (QMS), ISO 14001 Environmental Management System (EMS) and OHSAS 18001 Occupational Health and Safety Management System (OHSMS) in industrial companies. These guidelines were developed based on a theoretical framework and on the results from fourteen case studies performed in Brazilian industrial companies. The proposed guidelines were divided into three phases: A) integration planning, b) integration development, and c) integration control and improvement.

Posibilidades de cooperación y complementación industrial entre América Latina y Japón para la producción y comercialización del hierro y el acero = Possibilities for co-operation and industrial complementation between Latin America and Japan in producing and marketing iron and steel

Incluye Bibliografía

O uso do marketing B2B em pequenas e médias empresas: um estudo exploratório no setor de automação industrial do Vale do Paraíba paulista

Pós-graduação em Engenharia Mecânica - FEG

Analysis of the interplay between knowledge and performance management in industrial clusters

The concept of industrial clustering has been studied in-depth by policy makers and researchers from many fields, mainly due to the competitive advantages it may bring to regional economies. Companies often take part in collaborative initiatives with local partners while also taking advantage of knowledge spillovers to benefit from locating in a cluster. Thus, Knowledge Management (KM) and Performance Management (PM) have become relevant topics for policy makers and cluster associations when undertaking collaborative initiatives. Taking this into account, this paper aims to explore the interplay between both topics using a case study conducted in a collaborative network formed within a cluster. The results show that KM should be acknowledged as a formal area of cluster management so that PM practices can support knowledge-oriented initiatives and therefore make better use of the new knowledge created. Furthermore, tacit and explicit knowledge resulting from PM practices needs to be stored and disseminated throughout the cluster as a way of improving managerial practices and regional strategic direction. Knowledge Management Research & Practice (2012) 10, 368-379. doi:10.1057/kmrp.2012.23

Industrial ecology applied to ELV management. Material and energy recovery from ASR

This PhD thesis reports on car fluff management, recycling and recovery. Car fluff is the residual waste produced by car recycling operations, particularly from hulk shredding. Car fluff is known also as Automotive Shredder Residue (ASR) and it is made of plastics, rubbers, textiles, metals and other materials, and it is very heterogeneous both in its composition and in its particle size. In fact, fines may amount to about 50%, making difficult to sort out recyclable materials or exploit ASR heat value by energy recovery. This 3 years long study started with the definition of the Italian End-of-Life Vehicles (ELVs) recycling state of the art. A national recycling trial revealed Italian recycling rate to be around 81% in 2008, while European Community recycling target are set to 85% by 2015. Consequently, according to Industrial Ecology framework, a life cycle assessment (LCA) has been conducted revealing that sorting and recycling polymers and metals contained in car fluff, followed by recovering residual energy, is the route which has the best environmental perspective. This results led the second year investigation that involved pyrolysis trials on pretreated ASR fractions aimed at investigating which processes could be suitable for an industrial scale ASR treatment plant. Sieving followed by floatation reported good result in thermochemical conversion of polymers with polyolefins giving excellent conversion rate. This factor triggered ecodesign considerations. Ecodesign, together with LCA, is one of the Industrial Ecology pillars and it consists of design for recycling and design for disassembly, both aimed at the improvement of car components dismantling speed and the substitution of non recyclable material. Finally, during the last year, innovative plants and technologies for metals recovery from car fluff have been visited and tested worldwide in order to design a new car fluff treatment plant aimed at ASR energy and material recovery.