Advertising new product categories to new geographical markets

Em um ambiente global dinâmico e competitivo, muitas empresas notam que constante desenvolvimento e lançamento de novos produtos são atividades-chave para seu crescimento e sobrevivência. Hoje, um dos maiores desafios enfrentados por tais empresas envolve saber como agir em um mundo em que tanto o escopo como a estrutura do ambiente competitivo estão em constante mudança, e em que reestruturações e mudanças de portfólio são centrais para as companhias que visam capitalizar com o crescimento global. Tanto o rápido ritmo de inovação tecnológica quando a crescente afluência de economias emergentes apresentam riscos e oportunidades para as empresas, o que torna importante não apenas que estas estejam atentas ao lançamento de produtos de última geração para mercados desenvolvidos: faz-se também necessário que saibam como lançar produtos antigos para novos mercados. Usando o mercado brasileiro como um exemplo, esta dissertação procurou estudar como multinacionais têm utilizado anúncios publicitários no lançamento, para novos mercados, de categorias e subcategorias de produtos já vendidas em outros países. Após uma revisão da literatura disponível, do desenvolvimento de proposições, e da avaliação destas através de três estudos de caso, foi possível verificar a existência de alguma linearidade entre os casos e a literatura estudada, incluindo: uma busca pela legitimação da categoria que precede àquela pela da marca; o uso de “especialistas” para a legitimação da categoria; o uso de apelos baseados em argumentos; e a divulgação de mais de uma característica de produto por anúncio. No entanto, dadas algumas discrepâncias entre o que foi observado nos casos e aquilo descrito na literatura consultada, também foi possível verificar que a maneira como os anúncios são feitos em diferentes lugares depende igualmente do cenário competitivo enfrentado pela empresa, bem como de variantes econômicas e culturais específicas da localidade em questão.

Relações entre conhecimento e trabalho no contexto de uma instituição financeira : a experiência no Banco do Brasil

O tema desta tese é a Gestão do Conhecimento, abordagem em evidência crescente nos meios acadêmicos e empresariais, espaços em que o conhecimento começa a ser visto como recurso substituto do trabalho. A discussão da ruptura entre os conceitos de conhecimento e trabalho vigora desde a antiguidade até os dias de hoje. E foi esse argumento de ruptura que impulsionou a definição do foco desta pesquisa: a discussão das relações entre conhecimento e trabalho, e a forma como esses conceitos interagem no contexto das organizações. A pesquisa de campo foi realizada em uma instituição financeira brasileira de grande porte, o Banco do Brasil, diante do contexto do sistema financeiro. Buscou-se construir um quadro referencialteórico das relações entre conhecimento e trabalho nessa empresa. Para o desenvolvimento da tese, foi utilizado um referencial teórico multidisciplinar baseado nas interfaces da Gestão do Conhecimento com a Filosofia (concepções de vita contemplativa e vita activa) a Sociologia (o conhecimento como construção social e histórica) e a Psicologia (o conhecimento associado ao desenvolvimento humano). Para a realização da pesquisa, optou-se por um método de orientação pós-moderna, que se admite o uso das técnicas científicas mais recentes, sem excluir o uso de abordagens tradicionais. Entende-se que a visão pós-moderna transcende a modernidade, sem excluí-la. Para a coleta de informações, foi utilizada uma abordagem multimétodos, que abrangeu a aplicação das seguintes técnicas: questionários fechados, entrevistas em profundidade, observação participante e análise documental. Os questionários foram aplicados, exclusivamente, junto a profissionais do Banco do Brasil. As entrevistas em profundidade foram realizadas com profissionais do Banco do Brasil e de outros bancos públicos e privados (das cinco regiões do país) e também com representantes do Sindicato dos Bancários de Brasília e com um técnico do Instituto de Pesquisa Econômica Aplicada - IPEA. Como resultados da pesquisa, foram identificadas seis categorias analíticas (Concepção de Gestão do Conhecimento, Ambiente de Trabalho, Compartilhamento de Conhecimento, Aprendizagem, Identidade Profissional e Identidade Corporativa) as quais são necessárias para a compreensão das relações entre conhecimento e trabalho no âmbito da instituição finaceira pesquisada. A partir desses resultados, foi construído um modelo teórico da Gestão do Conhecimento.

Livre expressão :para que te quero? o interesse público no ensino do Jornalismo

The main objective of this research was studying the meanings of the freedom of expression and what professors of Journalism think about the way those meanings are used in pedagogical practices. The term freedom of expression is commonly used in journalism even though it is not so studied, consequently we don t have a word to define it. Therefore, we related the term freedom of expression in Journalism teaching to the condition as the object of this study, aiming to establish a connection among the term, the right, free expression and the endurance of the right. The theorical support to understand the dynamic of the meanings of the freedom of expression in the social practice of Journalism teaching was based in the Hegeliana dialetic theorical principles and in the language philosophy more specifically in Bakhtin s perspective from which we can mention the social auditorium, immediate conditions of production and a wider social horizon as the main categories of analysis. This study is a qualitative research with an interacionist perspective anchored in a semi-structured interview as a privileged method of data collecting made with ten professors from Journalism graduation. The analysis reveals that, in the interviewers perspective, there would be a deceiving practice from freedom of expression in the journalism teaching in which emerges either in speeches with handbills spreading the fear and/or under a stimulus form to concealment

Análise aerodinâmica de perfis de asa para aeronaves experimentais tipo jn-1

The great importance in selecting the profile of an aircraft wing concerns the fact that its relevance in the performance thereof; influencing this displacement costs (fuel consumption, flight level, for example), the conditions of flight safety (response in critical condition) of the plane. The aim of this study was to examine the aerodynamic parameters that affect some types of wing profile, based on wind tunnel testing, to determine the aerodynamic efficiency of each one of them. We compared three types of planforms, chosen from considerations about the characteristics of the aircraft model. One of them has a common setup, and very common in laboratory classes to be a sort of standard aerodynamic, it is a symmetrical profile. The second profile shows a conFiguration of the concave-convex type, the third is also a concave-convex profile, but with different implementation of the second, and finally, the fourth airfoil profile has a plano-convex. Thus, three different categories are covered in profile, showing the main points of relevance to their employment. To perform the experiment used a wind tunnel-type open circuit, where we analyzed the pressure distribution across the surface of each profile. Possession of the drag polar of each wing profile can be, from the theoretical basis of this work, the aerodynamic characteristics relate to the expected performance of the experimental aircraft, thus creating a selection model with guaranteed performance aerodynamics. It is believed that the philosophy used in this dissertation research validates the results, resulting in an experimental alternative for reliable implementation of aerodynamic testing in models of planforms

Linguagem, cognição e mundo: o livro do desassossego e a construção discursiva da realidade

This study analyzes the processes of meaning construction in the Livro do Desassossego, by semi-heteronym Bernardo Soares - Fernando Pessoa. We use theoretical grounds from an interface between Cognitive Linguistics and Textual Linguistics to observe how certain linguistic mechanisms build a reality that tells us of a time, a being and his conceptions of language and writing. We focus on description and explanation of procedures of categorization and referentiation accomplished, for example, through metaphor and metonymy. For the construction of the intended theoretical interface, we use analytical categories proposed and developed by the Socio-cognitive Approach of Language, Conceptual Metaphor Theory and Mental Space Theory. Armed with this theoretical background, we observed the dynamics of language in relation to its social, cultural and historical features, as well as the cognitive aspects that underlie it. We seek, therefore, encourage discussions about the functioning of language considering primarily the creative processes that allow us to organize and shape our experiences. We also try to provide an approximation of Linguistics, Literature and Philosophy, with a view to relations between language structure, cognitive activity and socio-cultural organization. From the results obtained, we found that a literary text attests, with a particular property, the mutual relations between language, cognition and culture, as indicates cognitive approach to language studies

A morada do pensamento: um encontro com Platão na busca da natureza do sentido em Frege

The ontological investigation of sense, from German philosopher Gottlob Frege s point of view, has, as its foundation, the understanding of reference, representation, thought and sense s categories. According to Frege s writings, On Sense and Reference, and Thoughts Logical Investigations, sense carries itself the solution for the problem of identity s relation. Sense gives us the knowledge s increment that identity doesn t give. But still there is a problem: the definition of sense's nature. Sense couldn t have its nature strictly defined because, in this case, it would be reduced to reference s category and thus, sense would be identified with the own extra-linguistic object, and this is a misconception. But Frege said that thought must be considered as the sense of the sentence. So, with this close relationship between sense and thought, a new goal in this investigation is putt in focus: thought. To Frege, thought is not a simple subjective performance of thinking, it is not a subjective representation, but it is an objective content that is real, eternal, and that exists by itself in a third realm . Thought exists in a realm beyond the world of subjective representations and beyond the world of sensible perception. From this point, the present investigation went back to Plato s World of Ideas. So, the platonic thinking was included in this debate about the metaphysic of the third realm in Frege, trying to clarify the original concepts of knowledge, reality and truth. To achieve this objective, the following dialogues had been included in our research: Theaetetus, Republic and Phaedo. And the following fregean questions had been brought to Plato's scope: how happens the new knowledge? What is the third realm s reality? What is the relation between truth and thought? Doing that we could see as much some of the platonic origins of Frege's approach, as some differences between this two philosophers

The Development of Science Education Research in Brazil and Contributions from the History and Philosophy of Science

Over the last 50 years a new research area, science education research, has arisen and undergone singular development worldwide. In the specific case of Brazil, research in science education first appeared systematically 40 years ago, as a consequence of an overall renovation in the field of science education. This evolution was also related to the political events taking place in the country. We will use the theoretical work of Rene Kaes on the development of groups and institutions as a basis for our discussion of the most important aspects that have helped the area of science education research develop into an institution and kept it operating as such. The growth of this area of research can be divided into three phases: The first was related to its beginning and early configurations; the second consisted of a process of consolidation of this institution; and the third consists of more recent developments, characterised by a multiplicity of research lines and corresponding challenges to be faced. In particular, we will analyse the special contributions to this study gleaned from the field known as the history and philosophy of science.

The informational turn in Philosophy: any novelty in the study of Mind?

The concept of information is analyzed starting from Adams' hypothesis in The Informational Turn in Philosophy, according to which there has been a far-reaching turn in Philosophy following the publication of Turing's article "Computing Machinery and Intelligence". Adams maintains that new guidelines are being indicated in philosophical research, having the concept of "information" as the basis for treatment of classical problems, such as the relationships between mind-body, perception-action, and the nature of knowledge, amongst others. Partially agreeing with Adams, we believe, however, that his hypothesis faces difficulties, the most fundamental of which concerns the different meanings given to the concept of information. We argue that even though the concept of information underlying the mechanicist proposal of Turing, according to which "to think is to compute", is indeed being employed in Philosophy, this is not because of its mechanistic nature, but mainly due to the representationist presupposition dominant in this area. From this point of view, the informational turn in philosophy would not provide any great novelty, given that since the earliest days philosophical approaches to the nature of mind have always been mainly representationist. The novelty would not lie specifically in the Turing thesis, but in reflections on the nature of information, especially ecological information, and its relation to action.

The Rechtslehre doctrine and Kant's philosophy of history

The text is divided in two phases. In the first phase, consisting of three parts, the main concepts of Kant's Doctrine of Right are considered in a comprehensive approach related to: the issue of the relations between natural right and positive right, problem closely connected to that of the relations between natural state and civil state, private right and public right; to the doctrine of property and its connection with political right. on treating the right in its several types, we intend to appoint the practical reasoning as a background of the Doctrine. In the second phase, concerning its last section, the consideration on the presence of the practical reasoning into the right is placed before some specificities of Kant's phylosophy of history, with the intent of establishing the possible relation between Rechtslehre and that philosophy.

Candida spp. biotypes in the oral cavity of school children from different socioeconomic categories in Piracicaba - SP, Brazil

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Della Volpe crítico de Lukács

São apresentadas algumas críticas de Della Volpe à estética lukacsiana. Segundo o filósofo italiano, uma filosofia da arte materialista não poderia estar fundamentada no conceito de intuição. As categorias básicas seriam a de plenitude cognoscitiva e de linguagens específicas. Assim, propõe-se que o sistema dellavolpiano seja levado em consideração, como verdadeiro ponto de partida para as reflexões sobre arte, sobre as relações entre a obra e a sociedade e sobre o grau de saber que o universo artístico produz.

Semantic categories in the indigenous languages of Brazil

This article investigates which semantic categories, as defined in Functional Discourse Grammar, formally manifest themselves in a sample of native languages of Brazil, and the extent to which the distribution of these manifestations across categories can be described systematically in terms of implicational hierarchies. The areas subjected to investigation are basic interrogative words, basic demonstrative words, and nominalization strategies.