Estratégias de marketing para a base da pirâmide: uma abordagem de prática social

Orientações estratégicas com uma perspectiva social são cada vez mais comuns em grandes corporações multinacionais, sobretudo em um contexto de exclusão e desigualdade social em uma era de globalização. As estratégias de base da pirâmide surgem nesse contexto, fundamentadas no argumento de que é possível erradicar a pobreza em escala global através das estratégias das grandes corporações junto às camadas sociais da base. Se por um lado este discurso é apoiado e repetido por empresas e agências de desenvolvimento internacional, há por outro lado, uma visão mais crítica que questiona os verdadeiros resultados e interesses existentes por trás destas estratégias. Apesar disso, falta diálogo entre os autores que defendem cada uma das vertentes. Esta dissertação origina-se a partir da necessidade de abordagens alternativas ao binômio crítica-mainstream, particularmente no âmbito da estratégia de marketing. Foi adotada então uma perspectiva de estratégia como prática social, a fim de se investigar os principais aspectos da formação destas orientações estratégicas em marketing e contribuir para a melhor compreensão do fenômeno. A fim de investigar estratégias de marketing internacional focadas na base da pirâmide no Brasil sob uma perspectiva de estratégia como prática social, foi realizado um estudo de caso em uma empresa multinacional norte-americana com ampla atuação no país, mais especificamente no setor de bebidas e alimentos. Os resultados da pesquisa destacam a relevância de desenvolvimentos acadêmicos e gerenciais focados em questões de política e de poder, especialmente para pesquisadores e praticantes sediados em países emergentes e vinculados tanto ao âmbito privado quanto ao âmbito público.

Fundamentos da psicologia social

O tema central deste estudo é o dos fundamentos da Psicologia Social. Neste sentido, foram examinados pressupostos ontológicos, epistemológicos, lógicos e axiológicos mas, também, as bases conceituais, teóricas e metodológicas deste setor da Psicologia contemporânea. A justificar este empreendimento, encontram-se duas suposições: a de que qualquer ciência é inexoravelmente construída sobre postulados metafísicos e lógicos, e a de que a falta de clareza em relação a estes impede a instalação de programas de pesquisa consequentes. Os objetivos colimados na consecução deste trabalho podem ficar assim discriminados: caracterização da Psicologia social; análise de suas bases filosóficas e lógicas; especificação da origem e classificação dos conceitos psicossociológicos; avaliação do estágio de teorização atingido na Psicologia Social; e discussão de aspectos epistemológicos da metodologia de pesquisa psicossociológica. Este texto pode ser classificado como filosófico. E pode sê-lo em virtude da natureza dos problemas submetidos à investigação e da metodologia empregada para este fim. São três as conclusões mais relevantes: em primeiro lugar, a de que em todas as ciências sociais e humanas, por subsistirem diversos pressupostos antropológicos ou imagens do Homem, cabe fomentar o pluralismo teórico; a de que nas disciplinas-psicológicas, a orientação nomotética - uma dentre várias alternativas doutrinárias existentes - deve continuar a ser desenvolvida; e, finalmente, a de que a Psicologia Social insere-se como elemento importante no processo de autoconsciência do Homem.

The market strategies alternatives of an e-business start-up in Brazil

The e-business market is one of the fastest growing markets in Brazil, with e-business sales accounting for BRL 14.8 billion in 2010 and a growth of 40% per year (+1000% over the past 7 years). Sales-event clubs and collective bargaining websites are one of the most dynamic segments of the e-business market: the number of new players is increasing rapidly, with over 1200 collective bargaining websites currently operating in Brazil. In that context, growth and differentiation seem to be two key success factors for Coquelux. According to webshopper (23rd Edition, e-bit), growth can be achieved by targeting middle and low-income consumers from class C, who represent 50% of the total e-commerce sales. But Coquelux, which is specialized in desire and luxury brands, has built its reputation and competitive advantage through its “exclusivity”, by targeting wealthier consumers from classes A and B who are attracted by its fashionable and high-end positioning. The evolution (growth?) of this market and the development of its competition naturally raise a strategic question for Coquelux’s managers: can Coquelux grow and still maintain its competitive advantage? Should it grow by expanding its consumer base to class C? If so, how? Consumers from classes A, B or C must be targeted through the same online communication channels. Recent studies from the ABEP/ABIPEME emphasized the importance of social networks as a tool for converting new clients and gaining their loyalty, regardless of their social class. However, high-income and low-income e-consumers do not have the same consumption habits, do not respond to the same type of marketing strategies, and most importantly, do not share the same values. Thus, it seems difficult to expand Coquelux’s consumer base to class C without changing its marketing strategies and altering its image Three options were identified for Coquelux: reinforcing its leadership on the luxury segment and focusing on a small niche market (1), which would threaten its survival in the long run; completely changing its strategy and competing for a mass market through commercial brands (2), which requires major financial investments that managers don’t have access to; or finding an intermediary solution (3). This thesis’ recommendation for the third option consists in focusing on premium brands (rather than luxury) in order to increase sales volume (Coquelux’s most profitable sales happened with local desire brands) with products that appeal to class B but also attract the emerging class C which is looking for brand recognition. It could thus implement a slow entry strategy towards the mass market without damaging its main competitive advantage.

As reformas da previdência no Brasil e o equilíbrio e atuarial dos Regimes Próprios de Previdência Social (RPPS), dos entes federados estaduais da Região Sudeste

O desequilíbrio das contas públicas, notadamente em relação à previdência do servidor público no Brasil, tem levado a buscas constantes de soluções para garantir o custeio do modelo em desenvolvimento. As mudanças estabelecidas nas Reformas da Previdência têm contribuído de forma significativa para diminuir o passivo previdenciário acumulado ao longo dos anos, principalmente nos estados, municípios das capitais e dos demais constituídos antes da promulgação da Carta Magna de 1988. Os estados escolhidos para análise demonstraram desacertos, todavia apresentam resultados promissores para o equilíbrio financeiro e atuarial dos RPPS. A utilização de modelos parecidos aos implementados na América do Sul, para o setor público e privado, apresentam-se inadequados no Brasil para os servidores públicos. Precisamos continuar aprimorando os nossos conhecimentos, buscando novas alternativas que garantam a sustentabilidade e viabilidade do sistema, sem comprometer a capacidade de investimentos dos entes federados

Internacionalização do empreendimento social: um estudo de dois empreendimentos sociais que entraram no Brasil

A internacionalização de organizações pode ser observada como um envolvimento crescente em transações internacionais. Dentre as diversas modalidades e alternativas de internacionalização, os modelos estudados têm sido usados principalmente para retratar o processo de internacionalização de indústrias, sendo sua aplicação em outros setores de atividade ainda muito incipientes. O empreendimento social, isto é, a organização ou pessoa que tenta atender a uma necessidade ou resolver um problema de cunho social utilizando métodos empresariais, aos poucos também tem buscado o processo de internacionalização, mas são poucos os estudos que retratam o processo de internacionalização de empreendimentos sociais. O objetivo deste trabalho foi comparar as estratégias e o processo de internacionalização de empreendimentos sociais, com a teoria tradicional de internacionalização verificando se o modelo tradicional pode ser aplicado para compreender o processo (de internacionalização). O empreendimento social no Brasil é bastante significativo, mas de maneira geral permanece limitado às fronteiras do país. Por este motivo, o objeto de nosso estudo foram empreendimentos sociais que se internacionalizaram em direção ao Brasil. Aqui analisamos, através de pesquisa qualitativa pela abordagem exploratória a partir de entrevistas em profundidade, duas organizações que vieram para o país. Os resultados oriundos dessas entrevistas demonstraram padrões e processos diferentes e, como resultado, apresentamos a dinâmica encontrada na internacionalização de empreendimentos sociais.

Social entrepreneurship, microcredit and development challenges: a case study analysis of Banco Pérola

The term “social entrepreneurship” has been attracting growing interest from different sectors in the past years, driven by the possibility of employing business techniques to tackle recurrent social and environmental issues. At the forefront of this global phenomenon is microcredit, seen by many as an effective anti-poverty tool and having the Grameen Bank as its flagship program. While the prospects of social entrepreneurship seem promising, the newness of the concept and its somewhat confusing definition make conditions difficult to analyze this contemporary phenomenon. Therefore, the objective of this study was to discuss the challenges faced by social entrepreneurs and alternatives of development for social businesses through a case study on a Brazilian microcredit institution and inclusive business, Banco Pérola. The case addresses a growing need for case studies designed for teaching in the field of social entrepreneurship. It was focused mainly on understanding the development challenges within Banco Pérola, and built based on interviews carried out with top management, credit officer and clients of the institution, as well as on secondary data collected. An analysis of the case study was performed under a Teaching Notes. As illustrated by the Banco Pérola case, the main difficulties encountered by social entrepreneurs relate to the systematization of processes and creation of operational routines, including for performance evaluation (impact assessment tools); to the capture and management of both financial and human capital; to scaling up the business model and to the need of forging closer and more personal relationships with customers as against in traditional banking practices. In spite of certain limitations, such as the fact that the case might soon become outdated due to the fast-changing environment surrounding Banco Pérola, or the fact that not all relevant stakeholders (e.g. partners) were selected for interviews, the research objective has been achieved and the study can be seen as a contribution to spreading the concept of social entrepreneurship.

A representação social do papel de gestores em organizações não governamentais

The discussions concerning the absence of a management model appropriate to the peculiarities of third sector organizations have not been impeditive to their emphasized expansion in the last decades. In the attempt of understanding this phenomenon from the perspective of those who manage social organizations, this work based on the theory of social representations to understand the notion that organization managers of the third sector - based in Fortaleza CE - have of the part that they play and how this notion influences the direction of their activities. Social representations of managers of four different categories of non-governmental organizations have been investigated, each category composed of two unities. The categories researched were: social integration through art and education, prevention and treatment of alcohol and drug abuse, children s health assistance and community action. By using Doise s Societal Approach, the role of social managers translated in intraindividual, interindividual and situational processes of their actions, has been analysed within the social representations, focusing on beliefs, values, symbols and stories that give meaning to the existence of non-governmental organizations. Analysis and discussion of data displayed the existence of diversity in the understanding of managers within their practice, in other words, the management profile is also its own manager s. The branch where an organization acts is also preponderant in the shaping of a management style. It could be deduced, from to the organizations researched, that professional formation and the manager s social insertion mainly, are determinative factors in the outlining of a management model of its own. It was concluded that, due to heterogeneity of interests and action segments, there is no systematic process for social management among organizations. Management styles are supported by their director s own perception of achievement, who model organizations according to their contingencies

Responsabilidade social empresarial: uma avaliação do Projeto Escola de Informática e Cidadania da Mineradora Y situada no Estado do Pará

The subject Responsibility Enterprise Social (RSE) is relatively recent in the half national academic and the world of the management businesses as practical. For the lack of socialization of experiences and clarity of concepts, shunting lines in the agreement of the subject and the conduction of the interventions occur. It was looked to inquire, in this research, the development of the project of Social Responsibility Enterprise ―School of Computer science and Citizenship‖ of a situated company in the State of Pará, objectifying to evaluate it and later to understand it. For this, one searched to describe the characteristics and structure of the School, to identify to the lines and lines of direction adopted for this Project and to identify to the influence and results of the same in the life of pupils, professors and egresses of the School. It is characterized for a study of case with qualitative boarding of descriptive character, carried through interviews structuralized in a sample of 21 divided members of the School between professors, pupils and egresses. It was used of the analysis of categorical content, having as axle for the interpretation of the data the Social Responsibility, the Digital Inclusion and the Education. The gotten results inform that the infrastructure has challenges to face, point disparities between the conception and practical of the categories characterized in the Politician-Pedagogical Project of the EIC and the influence that, exactly under limits, the life of the professors, pupils reaches and egress. One evidenced that Social action for damages of this company when come back toward this project, they had not been evidenced. For this prism, these actions had only remained in the assistencialist speech and not structural, being thus, the company is not fulfilling its paper of transforming element of the reality of its clientele and the population that lives in it s around

Terrenos de marinha: terras públicas com função social? um estudo da orla marítima de natal

This work has as its theme the social function of terrenos de marinha. Theresearch universe is the terrenos de marinha of Natal coastline, focusing on thefulfillment of its social function. Prescribed by law since the colonial period with thepurpose of protecting the coast and free movement of people and goods, theywere swathes of land not available to private use by individuals. With the transitionfrom the allotments system to the purchase and sale, regard to land access,crystallized with the creation of the Land Law in the nineteenth century, the land isheld as merchandise and terrenos de marinha, following this logic, also acquireexchange value and become capable of enjoyment by private individuals, with thecondition of tax payments to the state. This is seen until the twentieth century,when in 1988, primarily because of the Federal Constitution promulgation, begins anew cycle when is possible to use on terrenos de marinha the principle of thesocial function of property. From this perspective this study aims to identify thesocial function of terrenos de marinha in Natal, focusing on the public destinationand the use value of the city coastline. To this end, it was made a data collection inthe on-line information system of the Federal Heritage Department of Rio Grandedo Norte (SPU / RN) and in the terrenos de marinha areas, in order to find out ifthey had public or private use, or if they were empty lots, as well as if thepopulation access to the shore exist. Interviews with managers of the SPU weremade. The empirical study showed that the social function of terrenos de marinhain the city of Natal still didn´t happen, considering the constant existence of vacantlots in their areas, the lack of access in significant portions of the coastline and thereduced areas directed to common use along the coastline, minimizing its potentialof enjoyment by the population. It concludes by pointing to the existence of a newtransition phase on the terrenos de marinha, in witch, gradually, come up lawprovisions in the legal system and public policies to expand the purely taxcollection function attributed to this land for two centuries. In this direction, thesocial function of terrenos de marinha is embodied in concomitant adjustment ofthe tax collection function and the rescue of coastline use value, national heritageand a place for sociability and social relations development

Interesses da habitação social : políticas e processos no Rio Grande do Norte

En 2003, le gouvernement brésilien (gestion Lula) a initié une nouvelle phase dans son histoire de l habitation, en intensifiant les constructions de logements sociaux au Brésil. Un tel accroissement a eut des répercussions tant en ville comme à la campagne, et fût marqué dans le Rio Grande do Norte, par la production a grande échelle d ensembles d habitations, dans les programmes de Gouvernement. Afin de viabiliser ces transformations, des instruments politiques, financiers et de gestion ont étés articulés conjointement, utilisant la répétition d une typologie d édification, comme modèle, accompagnée de la reproduction d une morphologie dans les constructions de logements sociaux. Afin de comprendre ce processus nous introduisons une recherche urbanistique et socio-économique du problème du logement social au Brésil, en cherchant à mettre en relation les aspects techniques avec les questions historique, professionnelles et culturelles, éléments complémentaires. Notre analyse cherche a identifier comment les politiques de gestion et financement officielles (administrées dans sa grande majorité par la Caisse Économique Fédérale -CEF-), influencent le processus de conception de projets, en provoquant les répétitions de type/morphologiques, déjà citées. Basée sur l observation directe au cour de deux expériences différenciées pour du logement social en milieu rural, au Rio Grande do Norte, nous montrerons aussi certaines limitations et possibilités des acteurs sociaux, face aux agents et politiques officielles pour le logement social au Brésil, proposant des solutions alternatives standardisées qui caractérisent le résultat des projets financées et gérés par la CEF. Nos principales références théoriques et méthodologiques sont Nabil Bonduki (1998), David Harvey (2009,1982), Henry Lefèbvre (1970), Ermínia Maricato (2010, 2009, 2000, 1987) et Raquel Rolnik (2010, 2009, 2008, 1997)

Natural fibers based composites - Technical and social issues

Brazil is the only country in South America to have an automotive supplier sector based on natural fibers. New opportunities are arising due to an increase demand by the car makers in applying natural fibers in their parts. Several crop fibers have been developed in Brazil. Among them can be listed caroa, piacava, pupunha, mutum and others of regional application. For the automotive industry, which requires large quantities with uniform quality, the alternatives are sisal (170,000 ton/yr), curaua (150 ton/yr in 2003), malva, 200 ton/yr; Brazil is the single largest producer country of sisal, and commercially, the only one in curaua. For South America, the alternatives are fique in Colombia, abaca in equator, flax in Argentina and curaua in Venezuela. It must be understood by the target countries of drugs, is that crop fiber can be an economic alternative to coca in the Andes region, therefore an instrument of land reform and drug reduction plantations. Several companies have a strong program of apply natural fibers based components in their products: Volkswagen do Brazil, DaimlerChrysler, General Motors do Brazil. Among their suppliers can be listed companies such Pematec (curaua), Toro (sisal, coir and jute), Incomer (sisal and jute), Ober (jute, curaua), Indaru (jute and sisal), Antolin (imported kenaf,) Tapetes Sao Carlos (sisal), Poematec (coir) and Art-Gore, with Woodstock'' wood and natural fibers). Figures about production and demand are discussed in the paper.

A economia social e os estados do cooperativismo: ascensão ou declínio dos princípios do cooperativismo em empreendimentos autogestionários

Crisis in the capitalist system of production, contributes to appearance of social enterprises. In spite of, to believe these undertakings were to promote a true revolution that supply alternatives to consolidation of a socialist society, which it wasn t succeed. The cooperatives which was our object of study, get appearance in the middle of the capitalist system of production in a disorganized way, therefore, many of them Just get rich or they became true work machines and exploration of the human work. This study has like main objective: Do cooperatives have knowledge and/or they pratice rudments of the cooperativist moviment?. Get some conclusions, the cooperatives of work come promoting a decline of the rudments of the cooperativism and they don t have a knowledge about the rudments of the cooperativism and they don t pratice the same ones, instead of, the ccoperative of production comes promoting the appearance of the self-management idealism which they know the rudments of thecooperativism and they pratice the same ones

Dos tempos de escola aso dias atuais reminiscências duradousras da experiência escolar

This study it treats on the marks of the school experience in the individuation process of the subject and has as general aim to know of that it forms these experiences, the spite of the curricular and pedagogical questions, influences this process. It searched to interpret the experiences strengthened during the school education and the trajectories of confrontation of the diverse situations lived in the school. It was tried,also,to understand the direction of the critical school events and equally as the familiar way can influence in the choices and formation of the citizens through the pedagogical investment. Furthermore, it was reflected on the reasons that had taken some to remain in the school environment are as student or, later, of the side of there ,as teacher. For in such a way, it realized a qualitative research with a phenomenological inspiration using narratives interviews carried with four subjects, from which if it identified the main characteristics, structure, conditions of origin, the social context, the school strategies, the forms as they had been managed and its consequences. The analysis of the stories clearly left two basic axles about the school experience that if detach in the constitution of the subjects: in a hand, the dynamics of the lived school environment left undeleted marks in the memory that had been determinative for the personal choices; on the other hand,the familiar reference, through its different forms of pedagogical investment,had a decisive influence. The agreed marks of the school and the family had left an important legacy for formation of the subjects and the choices that had made during their lives, especially in the aiming of its professional careers. Invariably, it was perceived in the inquiry, that much of the pupil who if was persists in the adult and professional of today. Thus, the school I it s part of professional I that it exists in each one. The citizen, the person and the professional are derived from the processes of socialization and individuation, which to a large extent are defined during the school life. And it s with the use of this school capital , acquired in the school times, that we have conditions to develop the many social roles in the current days

A Construção social do conhecimento :a reorientação curricular via tema gerador na Escola Cabana em Belém/PA

Cette étude analyse l'expérience de réorientation curriculaire atravers le sujet générateur, vécue dans les écoles qui composent le système municipal d'éducation de Belém du Pará - École Cabana, en ayant comme locus de recherche l'École Municipale João Carlos Batista. Ce mouvement de réorientation curriculaire, qui rompt avec le modèle traditionnel d'un curriculum linéaire, hiérarchique et fragmenté a comme préssuposées théoriquesméthodologiques les principes et les catégories freireanas la pédagogie critique qui estime un curriculum interdisciplinaire, dialogique, démocratique et contextuel, à partir de la systématisation d'une proposition theorico-méthodologique de réorientation curriculaire par le thème générateur, c'est-à-dire, en partant de situations-problème de la communauté scolaire, en faisant des relations négociées par les connaissances scolaires pour la compréhension et possible intervention dans la réalité. Cette proposition est mise en oeuvre non seulement à Belém, mais aussi par d autres municipalités du Brésil. Étant donné que l'École Cabana est une expérience inovatrice dans la tentative de viabiliser une Éducation vraiment démocratique, elle dialogue encore avec autres expériences d'écoles de même nature au Brésil, (comme l'École Plural-MG, l'École Citoyen - RS et l'École Candanga DF). Á partir des idées de Paulo Freire, J. Sacristán, M. Apple, C. Linhares, A. Coulon et autres j apporte des réflexions epistemologiques concernant le problème de la recherche qui consiste sur le registre et l'analyse de la tentative de construction sociale de la connaissance par le thème générateur qui a eu lieu à l'École Cabana dans la période de 2001 à 2004. Comme procédure méthodologique, j'ai développé une Recherche qualitative, de caractère collaboratif, en utilisant comme techniques de rassemble de données l observation participative dans le quotidien écolier, des interviews semi-structurées, et l'analyse des documents et des productions de l'École. Les résultats indiquent l'importance du registre de ce type d expérience, en soulignant leurs avances et reculs qui pourront servir de référentiel pour de futures politiques de réorientation curriculaire dans la direction de la construction sociale de la connaissance et, par conséquent, d'une Éducation plus démocratique et tournée vers une citoyenneté active

O pedagogo como agente de transformação social para além dos muros escolares

This thesis concerns the problem about the pedagogue actuation in the social education into no scholars places. It search to understand the context and the social pedagogue role to his praxis and formation that enlarger the possibilities of the social educative practices into no scholars places. In this direction, we developed an investigation about the actuation of the pedagogues-educators in Natal city, in the 2007-2010 periods, into Municipal Secretary of the Labor and Social Assistance (SEMTAS). Considering that pedagogues are regularly attached in social educators profession as municipals public employees, we re the objective to evaluate their role into the social executed in the no scholars places, with the focus in the environmental dimensions of theirs work s places, pedagogical organization, institutional management and the professional formation. It privileged in this research the Specialized Reference Center of Social Assistance II (CREAS II), the Passages Houses I, II and III, the Social-Educative Measures in Open Environment Execution Program of Natal city (PENSEMA) and the Pitimbú Educational Center (CEDUC-Pitimbú). To realize this study it developed a research with qualitative nature by critic ethnography approach privileging those information collected with the social pedagogue-educators of the mentioned places. Through the methodological procedures adopted; beyond the bibliographical review we remarked the documental research, the semi-structured interview, the questionnaires-routes and the field observations. The analytical results revealed that the politics to the social education in Brazil historically came been dimensioned by the fight of social movements demanding the fundamental rights to the excluded people; that the SEMTAS politics of social education present a relative basic social protection to the excluded children and young people specially into law view; that the politics of social education in Natal city it s close of the logic of sanitarian attention about the disadvantaged groups; that the conceptual, methodological and formatives fragilities needs to the social pedagogues-educators praxis into non scholars places made difficult the operation capacity of a educative proposition anchored in a institutional action guided by the idea of emancipator education; that the SEMTAS take face several difficulties to developed a web assistance as preview in the reception proposition elaborated by the social pedagogues-educators. However in despite the tensions we remarked the value of this potentiality to the non scholar social education in her attempt to constitute herself in a legitimate space to the pedagogue professional actuation. In despite the obstacles to work and formation quotidian, across those non scholar spaces in the municipalities institutes to the social politics, it demonstrated personal sensibility and professional creativity in learning mediations and educative action to the children and younger derived from exclusion process and the social iniquities