Como o marketing verde interfere na imagem da marca da ind��stria de celulose: o estudo de caso da aracruz celulose

The purpose of this work, is to analyze the principles underlying the pulp and paper industry, here portrayed by Aracruz Celulose S A, in the marketing standpoint, as far as it concerns being in harmony with nature and adapting its relations with the stakeholders, notably regarding the community of the State of Esp��rito Santo. As they form, indeed, part of the same discussion, the goal is to proceed with a detailed examination of the major aspects and conditions involved, based in its corporate communications, leading to the construction of a positive corporate brand. The results found throughout this study show that despite Aracruz and the communities�� different goals, they converge regarding their interests towards the best practices in social and environmental practices, and a more objective communication. Industry and community can work together for a same benefit: the best relations of man towards Nature, and of man towards man. The examples here stated will endorse our perception as well as serve to evaluate the results of the measures adopted in this relationship. It could be verified how internal and external aspects of the organization influence the company��s reputation, leading to important changes in attitude and in the production process. Pressures from stakeholders have contributed largely in helping Aracruz become more conscious of the important role it plays in the social-environmental universe of the State of Esp��rito Santo. The assessment of leading the process of communications within in-depth transparency have signaled that, despite a closer approach with its stakeholders, Aracruz still needs to fulfill an existing gap: an excellent rapport between the company and the communities where it influences still needs to be pursued, especially regarding communicating its activities.

O refor��o das compet��ncias de gest��o nas institui����es p��blicas: governan��a e gest��o no poder legislativo municipal: estudo de caso na C��mara Municipal de Niter��i

This thesis analyzes the governance in public institutions management, taking the Niteroi's Cityzenship Council as the reasearch object. In order to accomplish this goal, this thesis has been split into two parts. The first one introduces the discussion about management, manager's action and administration, differentiating the private approach from the public one. The characteristics of the public service and its models were defined, as they were incorporated in the last decades in parallel with the institutionalism and governance theories. In the second part a description is presented on the Brazilian's politician space construction, with emphasis in the cities and in the functioning of the public institutions according to the reality of the Brazilian's partisan system. The concept of accountability and the relation between repuplican powers were also discussed, followed by a case study. The analyses show the reality of the governance at the chamber of the councilmen of Niteroi in accordance with the methodology chosen to accomplishment the research. The conclusion points out the findings that were obtained during the research.

Ela �� carioca: um estudo da imagem da cidade do Rio de Janeiro sob o ponto de vista de cidad��os n��o-cariocas

The study it was considered to carry through an analysis of the city of Rio de Janeiro using the point of view of not Carioca citizens - in this case Baianos and Paulistas. The optics chosen for the analysis was the image, that is the resultant of aspects such as: mental ideas, feelings, emotions, attitudes, thoughts, cognitions, expectations, representations, perceptions, certainties and associations. A research with qualitative focus was carried through, of exploratory character, with not Carioca individuals, Baianos and Paulistas, with and without experience in Rio de Janeiro. The results point the main reason of the visit - or not - to Rio de Janeiro, the symbol of the city, the perception concerning its image and about its inhabitant - the Carioca.

Automa����o industrial e cultura t��cnica: o caso do petr��leo brasileiro S/A - PETROBR��S

A PETROBRAS, conhecedora das mudan��as ocorridas no ambiente de neg��cios durante a d��cada de 90, esfor��a-se em aproveitar as oportunidades surgidas ou aquelas que ainda est��o por aparecer no setor petroleiro. Tal esfor��o traduziu-se na formula����o do Plano Estrat��gico do Sistema PETROBRAS 199212001. Este plano define objetivos e estrat��gias decenais. Inserida no Plano Estrat��gico, est�� a quest��o da automa����o da companhia, considerada de suma import��ncia para o seu desempenho no setor. Dentre os 14 Projetos Estrat��gicos do Plano temos o Projeto Estrat��gico de Automa����o (PEA), e para a implementa����o de seus objetivos �� fundamental o desempenho dos funcion��rios neste Projeto. O desempenho do quadro funcional ir�� influenciar decisivamente o caminho a ser percorrido pela empresa rumo �� modernidade, em um ambiente de neg��cios altamente renovado pela tecnologia de base microeletr��nica. Uma das vari��veis , que permitir�� ou n��o a efetividade da PETROBRAS est�� relacionada �� sua Cultura T��cnica, ou seja, ao conjuntod,e conhecimentos que os agentes t��cnicos da Companhia .,.~ I-r '\ .. utilizam no processo de tomada de decis��o e que depende dos paradigmas tecnol��gicos internacionais, das normas internas da empresa e das caracter��sticas societais brasileiras. Investigar criticamente a situa����o do PEA, por meio da identifica����o da Cultura T��cnica predominante, �� o foco do trabalho ora proposto para aprecia����o. Este n��o �� um tema que diz respeito somente aos engenheiros e t��cnicos diretamente envolvidos com o PEA, mas a todos aqueles que fazem a empresa, como tamb��m a todos os estudiosos do tema.

Marketing esportivo - teoria e pr��tica: um estudo de caso do clube Atl��tico Paranaense

o esporte ocupa uma posi����o privilegiada no segmento de entretenimento e envolve enorme capacidade de gera����o de renda e de empregos, devendo ser, ent��o, tratado como neg��cio. Sendo assim, o objetivo do presente estudo �� identificar como uma gest��o profissional do Departamento de Marketing de um clube de futebol, com um planejamento estrat��gico bem definido, pode gerar benef��cios tang��veis e intang��veis para uma agremia����o e, para tanto, vale-se do estudo de caso do modelo de gest��o de marketing do Atl��tico-PR, que vem se constituindo em benchmarking no universo do futebol brasileiro. Desta feita, procura-se demonstrar como o marketing esportivo bem gerido pode incrementar as receitas j�� tradicionalmente praticadas pelos clubes brasileiros de futebol, a saber: direitos de transmiss��o, Internet, bilheteria, licenciamento de produtos, publicidade e patroc��nio. Para tanto, utiliza-se de um levantamento te��rico e emp��rico da realidade destas fontes de receita, apuradas no est��gio atual, e apresenta experi��ncias internacionais e de car��ter nacional bem-sucedidas que adaptadas poderiam levar ao aumento dos valores arrecadados pelos clubes brasileiros de futebol. Os resultados indicam que h�� in��meras ferramentas de marketing pass��veis de aplicabilidade no segmento esportivo, como sugere o estudo de caso do Clube Atl��tico Paranaense, capazes de fazer com que os clubes brasileiros incrementem seu potencial de receita.

Escolas de governo e escolas de servi��o p��blico: limites e problemas (Estudo de Caso da FESP/RJ e FUNDAP/SP)

Este trabalho busca identificar um campo espec��fico de atua����o para institui����es vinculadas a governos estaduais que atuam com capacita����o e que s��o denominadas Escolas de Governo. Toma como estudo de caso as experi��ncias da FUNDAP, em S��o Paulo e da FESP, no Rio de Janeiro e, a partir de uma an��lise cr��tica sobre o modo de funcionamento, miss��o e p��blico alvo dessas institui����es, busca sinalizar novos caminhos e possibilidades para consolida����o dessas institui����es no Brasil. Examina o modelo adotado pela Escola Nacional de Administra����o P��blica, ENAP, que serviu de refer��ncia para as Escolas de Governo estudadas, buscando identificar os problemas existentes na pr��xis dessas duas institui����es e demonstrar que esses se situam, n��o na qualidade e no desempenho de seus cursos e programas de capacita����o, mas sim na sua pr��pria concep����o e miss��o.

F��brica de Software : um estudo de caso na Dataprev, sob a ��tica da estrutura organizacional

The aim of this case study was to investigate how the evolutionary process of the development of software, especially the change of paradigm for the factory software, has affected the structure of the Board of Relacionamento, Desenvolvimento e Informa����es - DRD at a public company called Dataprev and also reflecting or not a return to the model taylorist-fordist of the organization on production. For this study, there were interviews and a questionnaire applied, as well as documentary and literature review on the following topics: organizational structure, factory software, taylorism and fordism. From the data collected and analyzed, in the perspective studied, it was understood that there is not a return to the model taylorist-fordist to organize the production in the process of adopting the concept of a software factory in Dataprev. In addition to that, there was a flexibility in the organizational structure of its units of development - the softwares factories Dataprev.

Responsabilidade Social das Organiza����es P��blicas: Estudo de Caso no Banco Central do Brasil

o objetivo da disserta����o �� compreender a responsabilidade social das organiza����es, tomando-se como estudo de caso o Banco Central do Brasil. Para tanto, s��o analisados fatores que t��m influenciado mudan��as no posicionamento da organiza����o frente a elementos concernentes �� referida responsabilidade. O objetivo maior do estudo, desta forma, �� aumentar o entendimento acerca do papel do Banco Central, as dimens��es de sua responsabilidade social, tendo como refer��ncia a vis��o de seus integrantes.

Os impactos da intera����o din��mica entre a percep����o da realidade e a a����o humana na implementa����o da estrat��gia organizacional de uma empresa p��blica: um estudo de caso de cultura organizacional

This study exploits the Organizational Culture theme by a not very conventional way of the Theories of the Organization. Seeking solid bases in the anthropology and in the sociology with Geertz, Bourdieu, Guerreiro Ramos, Hofstede, Peter Berger, among others admirable thinkers, escapes from the common place established in the decade of 70 and mimetically repeated since then, by those who are arranged to study the cultures of the organizations. Instead of understand the culture as a variable of the reality, it treats like a form of access it. Instead of the purpose, it treats like a way. With a powerful instrument of diagnosis based on methods originated from the semiology and from the analysis of discourses, we study the case of a big Brazilian company that faces problems in the implementation of his program of excellence in security, environment and health. From the identification of the Organizational Culture as the element that hindes the full implementation of this program, we develop considerations as to the cultural factors that limit its implementation and that are going to be worked by the individuals that share this culture, in case of wanting effectively its implementation. Dimensions of the national culture as distance of power, legalism, formalism, posture of spectator, among others, are well-defined from the analysis we did and suggestions of how the manager should deal with these characteristics in the everyday life of its activities are presented.

Avalia����o do est��gio de desenvolvimento da responsabilidade social no Banco Central do Brasil

This study examines the corporate social responsibility (CSR) theme in Central Bank of Brazil (Bacen). The CSR movement is growing worldwide and it is related to values such as sustainability, ethics and transparency to the stakeholders. The study was performed in two parts. The first part consists of a bibliography research on the origins, the concept and the practice relating to CSR in the contemporary organizational environment. In the second part - field research - the Central Bank's Board of Directors and representatives of Ibase and Ethos Institute were interviewed and the content analysis method - a qualitative research method - was used in the interpretation of information obtained. The analysis of the interviews shows that the Board is receptive to the CSR development and that they consider the accomplishment of Central Bank's institutional mission fundamental in this process. The participation of the Bank's personnel and the incorporation of the CSR principles into the day-to-day practice are also considered necessary. Finally, one hundred indicators - based on the Ethos CSR Indicators - are proposed to evaluate the stage of development of social responsibility in Bacen on the following subjects: Values, Transparency and Governance; Internal Public; Natural Environment, Suppliers and Society. In summary, this study aims to contribute to the improvement of the knowledge of corporate social responsibility and the best practices in the public sector, particularly in Central Bank of Brazil.

Um caso de aprendizagem organizacional: exame conceitual e de aplicabilidade no contexto p��blico

This research has a practice-oriented focus on the concept of Organizational Learning. The basic approach is a learning organization perspective, and some references to the concepts and concerns of organizational learning were included whenever necessary and proper. Organizational Learning is researched mainly from a management techniques and strategy point of view, with a smaller emphasis on the innovation and accumulation of technological capabilities and theoretical research points of view. A broad approach has been used, based mainly on the study of a successful case using action research in a private telecommunication company operating nationwide in Brazil. This study involved a small group, as it is common with pilot groups for learning organizations. The main purpose of this research is to provide a broad and updated survey about the idea of Organizational Learning. Results presented in the related literature are compared with findings from the field, and that literature is cited throughout the text. The interactions of Organizational Learning with the Brazilian context and with the public administration context are analyzed; important data, ranging from the historical origins and bases of the concept, to details of the activities in a real life learning organization, are shown. Some essential aspects, that should be considered or used when applying this type of management, are analyzed. The action research has shown a close proximity between Organizational Learning and a phenomenological perspective, servant leadership, and managerial model, respectively in the fields of philosophical approach, leadership, and management models.

A Racionalidade Sustantiva na Avalia����o de Projetos em ONGSs : Tr��s Casos

Este trabalho analisa a pr��tica de avalia����o de projetos por parte de tr��s organiza����es n��o-govemamentais brasileiras, a partir dos conceitos da racionalidade substantiva esbo��ados por Guerreiro Ramos e implementados por Maur��cio Serva. S��o abordadas as condi����es hist��ricas de surgimento das ONGs no Brasil, em que a forma����o de seus integrantes, os objetivos que perseguem e o foco de sua a����o conformam o pano de fundo a partir do qual se materializa sua gest��o. A avalia����o �� entendida aqui como um aspecto que sintetiza, de forma din��mica, o conjunto de valores, identidades, posturas e propostas destas organiza����es ao processo social mais amplo com que se relacionam. Desta forma, a avalia����o de projetos ilustra uma maneira de administrar peculiar a organiza����es de natureza n��o-govemamental. O trabalho analisa, ainda, os limites da racionalidade substantiva nos processos de avalia����o estudados e aponta o conhecimento sobre o universo das organiza����es n��o-govemamentais como gerador de poss��veis aprendizagens para uma administra����o p��blica que pretenda aprimorar a pr��tica democr��tica.

Globaliza����o de compet��ncias tecnol��gicas inovadoras no contexto de industrializa����o recente: evid��ncias de uma amostra de institutos de pesquisa e desenvolvimento (P&D) em Tecnologias de Informa����o e Comunica����o (TIC) no Brasil

This dissertation adds new evidences and explanations to two distinct streams of debate. The first one refers to the globalisation (or dissemination) of technological innovative capabilities in the context of newly industrialised economies. The second one refers to common generalisations about the deterioration of the innovative capabilities in Latin American countries after 1990. This study was motivated by a lack of empirical studies focused on the relationship between the globalisation of innovative capabilities and sources to build them up in emerging organisations, especially R&D institutes. This dissertation is focused on the globalisation of innovative capabilities at the information and communication technology industry in Brazil. The globalisation of innovative capabilities is measured by the technological capabilities types and levels of 18 national R&D institutes related to this industry. Besides, this dissertation examines sources to build up innovative capabilities in the sampled institutes, namely: their intra-organisational learning processes and the linkages established with firms and the technological infra-structure. The study is based on first-hand empirical evidences, collected by different data-gathering sources in an extensive fieldwork. The data were examined with analytical frameworks, organised in the light of the theoretical basis of the study. The study has found the dissemination of innovative capabilities has been occurring in the Brazilian ICT industry with the involvement of the technological infra-structure with innovative activities. Besides that, the variety of the intra-organisational learning processes and the types of linkages established with technological infra-structure and firms have been influencing the development of innovative capabilities. The evidences that emerge from this study contradict common generalizations and arguments about the inexistence of innovative activities and about the technological infra-structure weakness in emerging or newly industrialized economies.

Instrumentos de apoio financeiro espec��ficos a empresas localizadas em arranjos produtivos locais: um estudo de caso do APL de Nova Friburgo

In the last decade, the debate concerning more adequate means of promoting social and economic development, through policies of firm supporting, has been gaining strength. Among several means of support, there is one that addresses issues related to credit and funding. At the same time, interest on the phenomenon of firm agglomeration, known by clustering, is increasing, as well as one of its advantages - facilitating the development and strengthening of its firms. Additionally, there can be spotted advantages on clustering that allow tailoring financial instruments, specifically to firms in it, based on collective solutions, with better conditions. This dissertation focuses on how the capture of these opportunities is being done, in the presence of specific financial products to Brazilian clusters. The present analysis is conducted from the cluster located in Nova Friburgo and Region, specialized in women underwear. This study sought to capture advantages from three main collective solutions: information systems, guarantees systems, alternative funding. These solutions address to the following issues: information asymmetries, absence of guarantees from the credit taker, limited sources of funding. Semi-structured interviews were made with members of the cluster, when it was possible to identify that the capture of advantages is in its early stages, being limited by other issues, such as: adequate degree of human capital, governance framework and process inefficiencies.

Auditoria operacional aplicada a sistemas municipais de sa��de: um estudo a partir da experi��ncia do Tribunal de Contas do Estado do Rio de Janeiro

This research aimed at evaluating the efficiency of a specific model of operational auditing, created to audit municipal health systems, which are part of the Sistema ��nico de Sa��de in the State of Rio de Janeiro, the AOSMS. Thus, it attempted to find out whether they represent a valid method of auditing the performance of SUS in the State of Rio de Janeiro based on the isolated or combined utilization of efficiency and efficacy criteria, and to finalize, how the AOSMS may contribute to the improvement of the municipal management of SUS. The study is based on two references axes, as follows: criteria and paradigms of operational auditing according to what International Organization of Supreme Audit Institutions (INTOSAI) understands about this methodology and the evaluation method of health services proposed by Avedis Donabedian, based on the triad structure, process and result. The work consisted initially in verifying compatibility and evaluating potential of the parameters that constitute the AOSMS with the adopted references, in the light of the basic principles that inform the Brazilian Sistema ��nico de Sa��de and afterwards in the submission of these parameters to the analytic categories created in this study with the intent of checking its adequacy and pertinacity to analyze public health systems. In order to reach its objective the research used the case study strategy of the TCE-RJ experience of holding operational audit in 39 municipal health systems in the State of Rio de Janeiro developed between 2000 and 2007. The result confirmed the hypothesis of the study and revealed how the AOSMS, considered as a valid methodology for its finality, may contribute for the improvement of the municipal management of SUS, reaffirming the potential of operational auditing to proceed with the evaluation of the performance of the Sistema ��nico de Sa��de in the angle of external control, considering however that its application in Brazil, because of the external control model constitutionally adopted, must pass through due sociological reduction2.