The role of brand marketing in snowboarding: A comparative study of Switzerland and New Zealand

Introduction: Brands play an essential role in the organizational structure of snowboarding by sponsoring athletes, arranging events, contributing to product development and developing long-term partnerships with other key actors. However, the specialities of their role in scene sports, such as creating identities, networking and brand marketing strategies, have not been extensively researched. This study aims to provide an analysis of the function of brands within the snowboarding subculture by comparing how the sport is organized in Switzerland and New Zealand. Sociological theories of subcultures (Hitzler & Niederbacher, 2010) and social networks (Stegbauer, 2008) are used to defi ne the structures of the sport, whereas marketing and branding theories (Adjouri & Stastny, 2006) help to understand the role of the brands. Snowboarding will be defi ned as an alternative sports subculture based on characteristics such as aesthetics, adventure and new resources of performance (Schwier, 2006). Such a defi nition also begs for a novel form of analyzing its organization. Unlike more conventional structures, the organization of snowboarding allows a variety of actors to get involved in leading the sport. By portraying and encouraging differentiated identities and lifestyles, athletes provide a space for other actors to fi nd their place within the sport (Wheaton, 2005). According to Stegbauers network theory, individual actors are able to obtain high positions and defi ne their identity depending on their ties to actors and networks within the subculture (Stegbauer, 2008). For example, social capital, contacts within the sport and insider knowledge on subculture-related information enable actors to get closer to the core (Hitzler & Niederbacher, 2010). Actors who do not have close networks and allies within the subculture are less likely to engage successfully in the culture, whether as an individual or as a commercial actor (Thorpe, 2011). This study focuses on the organizational structure of snowboarding by comparing the development of the sport in Switzerland and New Zealand. An analysis of snowboarding in two nations with diverse cultures and economic systems allows a further defi nition of the structural organization of the sport and explains how brands play an important role in the sport. Methods: The structural organization of the sport will be analyzed through an ethnographic approach, using participant observation at various leading events in Switzerland (Freestyle.ch, European Open) and New Zealand (World Heli Challenge, New Zealand Open, New Zealand Winter Games). The data is analyzed using grounded theory (Glaser & Strauss 1967) and gives an overview of the actors that are playing an important role in the local development of snowboarding. Participant observation was also used as a tool to get inside the sport culture and opened up the possibility to make over 40 semi-structured qualitative expert interviews with international core actors from 11 countries. Obtaining access to one actor as a partner early on helped to get inside the local sport culture. The ‘snowball effect’ allowed the researcher to acquire access, build trust and conduct interviews with experts within the core scene. All the interviewed actors have a direct infl uence on the sport in one or both countries, which permit a cross-analysis. The data of the interviews was evaluated through content analysis (Mayring 2010). The two methods together provided suffi cient data to analyze the organizational structure and discuss the role of brand marketing within snowboarding. Results: An actors mapping by means of a center-periphery framework has identifi ed fi ve main core groups: athletes, media representatives, brand-marketing managers, resort managers and event organizers. In both countries the same grouping of actors were found. Despite possessing different and frequently multiple roles and responsibilities, core actors appear to have a strong common identifi cation as ‘snowboarders’, are considered to be part of the organizational elite of the sport and tend to advocate similar goals. The author has found that brands in Switzerland tend to have a larger impact on the broader snowboarding culture due to a number of factors discussed below. Due to a larger amount of snowboarders and stronger economic power in Europe, snowboarders are making attempts to differentiate themselves from other winter sports, while competing with each other to develop niche markets. In New Zealand, on the other hand, the smaller market enables more cooperation and mutual respect within snowboarders. Further they are more closely linked to other winter sports and are satisfi ed with being lumped together. In both countries, brands have taken up the role of supporting young athletes, organizing competitions and feeding media with subculture-related content. Brands build their image and identity through the collaboration with particular athletes who can represent the values of the brand. Local and global communities with similar lifestyles and interests are being built around brands that share a common vision of the sport. The dominance of brands in snowboarding has enabled them with the power to organize and rule the sport through its fan base and supporters. Brands were defi ned by interviewees as independent institutions led by insiders who know the codes and symbols of the sport and were given trust and credibility. The brands identify themselves as the engines of the sport by providing the equipment, opportunities for athletes to get exposure, allowing media to get exclusive information on activities, events and sport-related stories. Differences between the two countries are more related to the economic system. While Switzerland is well integrated in the broader European market, New Zealand’s geographical isolation and close proximity to Australia tends to limit its market. Further, due to different cultural lifestyles, access to resorts and seasonal restrictions, to name a few, the amount of people practicing winter sports in New Zealand is much smaller than in Switzerland. However, this also presents numerous advantages. For example, the short southern hemisphere winter season in New Zealand enables them to attract international sports athletes, brands and representatives in a period when Europe and North America is in summer. Further, the unique snow conditions in New Zealand and majestic landscape is popular for attracting world renowned photo- and cinematographers. Another advantage is the less populated network as it provides the opportunity for individuals to gain easier access to the core of the sport, obtain diverse positions and form a unique identity and market. In Switzerland, on the other hand, the snowboarding network is dense with few positions available for the taking. Homegrown brands with core recognition are found in both countries. It was found that the Swiss brands tend to have a larger impact on the market, whereas in New Zealand, the sport is more dependent on import products by foreign brands. Further, athletes, events and resorts in New Zealand are often dependent on large brand sponsorships from abroad such as from brand headquarters in the Unites States. Thus, due to its location in the centre of Europe, Swiss brands can take advantage of brands which are closer in proximity and culture to sponsor athletes and events. In terms of media coverage, winter sports in New Zealand tend to have a minor coverage and tradition in local mass media, which leads to less exposure, recognition and investment into the sport. This is also related to how snowboarding is more integrated into other winter sports in New Zealand. Another difference is the accessibility of the ski resort by the population. While in Switzerland the resorts are mostly being visited by day-travelers, ‘weekend warriors’ and holiday makers, the location of the resorts in New Zealand make it diffi cult to visit for one day. This is in part due to the fact that Swiss ski resorts and villages are usually the same location and are accessible through public transportation, while the ski resorts in New Zealand have been built separately from the villages. Further, the villages have not been built to accommodate to high tourist arrivals. Thus, accommodation and food facilities are limited and there is a lack of public transportation to the resorts. Discussion: The fi ndings show that networks and social relations combined with specifi c knowledge on scene-related attributes are crucial in obtaining opportunities within the sport. Partnerships as well as competition between these different actors are necessary for core acceptance, peer credibility and successful commercial interests. Brands need to maintain effective marketing strategies and identities which incorporate subcultural forms of behavior and communication. In order to sustain credibility from its fans, athletes and other snowboarding actors, brands need to maintain their insider status through social networks and commercial branding strategies. The interaction between all actors is a reciprocated process, where social capital, networks and identities are being shared. While the overall structure of snowboard subcultures in Europe and New Zealand are similar, there are some distinct characteristics which make each one unique. References Adjouri, N. & Stastny, P. (2006). Sport-Branding: Mit Sport-Sponsoring zum Markenerfolg. Wiesbaden: Gabler. Glaser, B. & Strauss, K. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine. Hebdige, D. (2009). Subculture; The meaning of style. New York: Routledge. Hitzler, R. & Niederbacher, A. (2010). Leben in Szenen: Formen juveniler Vergemeinschaftung heute. Wiesbaden: Verlag für Sozialwissenschaften. Mayring, P. (2010). Qualitative Inhaltsanalyse: Grundlagen und Techniken. Weinheim: Beltz. Schwier, J. (2006). Repräsentationen des Trendsports. Jugendliche Bewegungskulturen, Medien und Marketing. In: Gugutzer, R. (Hrsg.). body turn. Perspektiven der Soziologie des Körpers und des Sports. Bielefeld: transcript (S. 321-340). Stegbauer, C. (2008). Netzwerkanalyse und Netzwerktheorie. Ein neues Paradigma in den Sozialwissenschaften. Wiesbaden: VS Verlag für Sozialwissenschaften. Thorpe, H. (2011). Snowboarding bodies in theory and practice. Basingstoke: Palgrave Macmillan. Wheaton, B. (2005). Understanding lifestyle sports; consumption, identity and difference. New York: Routledge.

Short-term and long-term verbal memory: a positron emission tomography study.

Short-term and long-term retention of experimentally presented words were compared in a sample of 33 healthy normal volunteers by the [15O]H2O method with positron emission tomography (PET). The design included three conditions. For the long-term condition, subjects thoroughly studied 18 words 1 week before the PET study. For the short-term condition, subjects were shown another set of 18 words 60 sec before imaging, with instructions to remember them. For the baseline condition, subtracted from the two memory conditions, subjects read a third set of words that they had not previously seen in the experiment. Similar regions were activated in both short-term and long-term conditions: large right frontal areas, biparietal areas, and the left cerebellum. In addition, the short-term condition also activated a relatively large region in the left prefrontal region. These complex distributed circuits appear to represent the neural substrates for aspects of memory such as encoding, retrieval, and storage. They indicate that circuitry involved in episodic memory has much larger cortical and cerebellar components than has been emphasized in earlier lesion studies.

Creating lift versus building the base:current trends in marketing dynamics

Markets are dynamic by nature, and marketing efforts can be directed to stimulate, reduce, or to utilize these dynamics. The field of marketing dynamics aims at modeling the effects of marketing actions and policies on short-term performance (“lift”) and on long-term performance (“base”). One of the core questions within this field is: “How do marketing efforts affect outcome metrics such as revenues, profits, or shareholder value over time?” Developments in statistical modeling and new data sources allow marketing scientists to provide increasingly comprehensive answers to this question. We present an outlook on developments in modeling marketing dynamics and specify research directions.

Does competitive entry structurally change key marketing metrics?

To what extent does competitive entry create a structural change in key marketing metrics? New players may just be a temporal nuisance to incumbents, but could also fundamentally change the latter's performance evolution, or induce them to permanently alter their spending levels and/or pricing decisions. Similarly, the addition of a new marketing channel could permanently shift shopping preferences, or could just create a short-lived migration from existing channels. The steady-state impact of a given entry or channel addition on various marketing metrics is intrinsically an empirical issue for which we need an appropriate testing procedure. In this study, we introduce a testing sequence that allows for the endogenous determination of potential change (break) locations, thereby accounting for lead and/or lagged effects of the introduction of interest. By not restricting the number of potential breaks to one (as is commonly done in the marketing literature), we quantify the impact of the new entrant(s) while controlling for other events that may have taken place in the market. We illustrate the methodology in the context of the Dutch television advertising market, which was characterized by the entry of several late movers. We find that the steady-state growth of private incumbents' revenues was slowed by the quasi-simultaneous entry of three new players. Contrary to industry observers' expectations, such a slowdown was not experienced in the related markets of print and radio advertising.

Getting marketing back in the boardroom:understanding the drivers of marketing's influence within the firm

As many strategically important aspects of marketing are addressed by other functions in the organization, the decreased influence of the marketing department within companies is a topic of growing debate. In this study, the authors investigate this diminished influence and assess its determinants and consequences. They interviewed 25 marketing and finance executives from leading Dutch firms. They also conducted a large-scale Internet-based survey of several hundred marketing, finance, and general managers. Their results show that accountability and the innovativeness of the marketing department are the major drivers of the marketing department’s influence. They also demonstrate that a firm’s short-term orientation is negatively related to the influence of the marketing department. Marketing influence is positively related to market orientation, which is positively related to firm performance. Their results do not support prior findings of a direct positive link between marketing influence and firm performance, which might suggest that there is no need for a strong marketing department. The study suggests that an influential marketing department is relevant primarily when the firm is not market oriented. When firms are market oriented, a less influential marketing department does not lower their performance. Hence, it appears that they can choose to have an influential or noninfluential marketing department without any repercussions for their performance. Marketing activities could move to other functions. The authors suggest that marketing departments should aim to retain their influence. Dispersing marketing decision making among many functions can cause a lack of coordination; customers also lose their advocate within the firm. How can marketing departments regain their influence? The authors suggest two general solutions. First, marketing departments should become more accountable by linking marketing actions and policies with financial results. Marketers should become capable in analytics and finance. Second, they should become more innovative by increasing their share in new product or service concepts. They can do so by using their knowledge of the market and customers to contribute to new product or service development.

Investigating the encoding of visual stimuli by forming neural circuits in the cat primary visual cortex

Contexte La connectomique, ou la cartographie des connexions neuronales, est un champ de recherche des neurosciences évoluant rapidement, promettant des avancées majeures en ce qui concerne la compréhension du fonctionnement cérébral. La formation de circuits neuronaux en réponse à des stimuli environnementaux est une propriété émergente du cerveau. Cependant, la connaissance que nous avons de la nature précise de ces réseaux est encore limitée. Au niveau du cortex visuel, qui est l’aire cérébrale la plus étudiée, la manière dont les informations se transmettent de neurone en neurone est une question qui reste encore inexplorée. Cela nous invite à étudier l’émergence des microcircuits en réponse aux stimuli visuels. Autrement dit, comment l’interaction entre un stimulus et une assemblée cellulaire est-elle mise en place et modulée? Méthodes En réponse à la présentation de grilles sinusoïdales en mouvement, des ensembles neuronaux ont été enregistrés dans la couche II/III (aire 17) du cortex visuel primaire de chats anesthésiés, à l’aide de multi-électrodes en tungstène. Des corrélations croisées ont été effectuées entre l’activité de chacun des neurones enregistrés simultanément pour mettre en évidence les liens fonctionnels de quasi-synchronie (fenêtre de ± 5 ms sur les corrélogrammes croisés corrigés). Ces liens fonctionnels dévoilés indiquent des connexions synaptiques putatives entre les neurones. Par la suite, les histogrammes peri-stimulus (PSTH) des neurones ont été comparés afin de mettre en évidence la collaboration synergique temporelle dans les réseaux fonctionnels révélés. Enfin, des spectrogrammes dépendants du taux de décharges entre neurones ou stimulus-dépendants ont été calculés pour observer les oscillations gamma dans les microcircuits émergents. Un indice de corrélation (Rsc) a également été calculé pour les neurones connectés et non connectés. Résultats Les neurones liés fonctionnellement ont une activité accrue durant une période de 50 ms contrairement aux neurones fonctionnellement non connectés. Cela suggère que les connexions entre neurones mènent à une synergie de leur inter-excitabilité. En outre, l’analyse du spectrogramme dépendant du taux de décharge entre neurones révèle que les neurones connectés ont une plus forte activité gamma que les neurones non connectés durant une fenêtre d’opportunité de 50ms. L’activité gamma de basse-fréquence (20-40 Hz) a été associée aux neurones à décharge régulière (RS) et l’activité de haute fréquence (60-80 Hz) aux neurones à décharge rapide (FS). Aussi, les neurones fonctionnellement connectés ont systématiquement un Rsc plus élevé que les neurones non connectés. Finalement, l’analyse des corrélogrammes croisés révèle que dans une assemblée neuronale, le réseau fonctionnel change selon l’orientation de la grille. Nous démontrons ainsi que l’intensité des relations fonctionnelles dépend de l’orientation de la grille sinusoïdale. Cette relation nous a amené à proposer l’hypothèse suivante : outre la sélectivité des neurones aux caractères spécifiques du stimulus, il y a aussi une sélectivité du connectome. En bref, les réseaux fonctionnels «signature » sont activés dans une assemblée qui est strictement associée à l’orientation présentée et plus généralement aux propriétés des stimuli. Conclusion Cette étude souligne le fait que l’assemblée cellulaire, plutôt que le neurone, est l'unité fonctionnelle fondamentale du cerveau. Cela dilue l'importance du travail isolé de chaque neurone, c’est à dire le paradigme classique du taux de décharge qui a été traditionnellement utilisé pour étudier l'encodage des stimuli. Cette étude contribue aussi à faire avancer le débat sur les oscillations gamma, en ce qu'elles surviennent systématiquement entre neurones connectés dans les assemblées, en conséquence d’un ajout de cohérence. Bien que la taille des assemblées enregistrées soit relativement faible, cette étude suggère néanmoins une intrigante spécificité fonctionnelle entre neurones interagissant dans une assemblée en réponse à une stimulation visuelle. Cette étude peut être considérée comme une prémisse à la modélisation informatique à grande échelle de connectomes fonctionnels.

Investigating the encoding of visual stimuli by forming neural circuits in the cat primary visual cortex

Contexte La connectomique, ou la cartographie des connexions neuronales, est un champ de recherche des neurosciences évoluant rapidement, promettant des avancées majeures en ce qui concerne la compréhension du fonctionnement cérébral. La formation de circuits neuronaux en réponse à des stimuli environnementaux est une propriété émergente du cerveau. Cependant, la connaissance que nous avons de la nature précise de ces réseaux est encore limitée. Au niveau du cortex visuel, qui est l’aire cérébrale la plus étudiée, la manière dont les informations se transmettent de neurone en neurone est une question qui reste encore inexplorée. Cela nous invite à étudier l’émergence des microcircuits en réponse aux stimuli visuels. Autrement dit, comment l’interaction entre un stimulus et une assemblée cellulaire est-elle mise en place et modulée? Méthodes En réponse à la présentation de grilles sinusoïdales en mouvement, des ensembles neuronaux ont été enregistrés dans la couche II/III (aire 17) du cortex visuel primaire de chats anesthésiés, à l’aide de multi-électrodes en tungstène. Des corrélations croisées ont été effectuées entre l’activité de chacun des neurones enregistrés simultanément pour mettre en évidence les liens fonctionnels de quasi-synchronie (fenêtre de ± 5 ms sur les corrélogrammes croisés corrigés). Ces liens fonctionnels dévoilés indiquent des connexions synaptiques putatives entre les neurones. Par la suite, les histogrammes peri-stimulus (PSTH) des neurones ont été comparés afin de mettre en évidence la collaboration synergique temporelle dans les réseaux fonctionnels révélés. Enfin, des spectrogrammes dépendants du taux de décharges entre neurones ou stimulus-dépendants ont été calculés pour observer les oscillations gamma dans les microcircuits émergents. Un indice de corrélation (Rsc) a également été calculé pour les neurones connectés et non connectés. Résultats Les neurones liés fonctionnellement ont une activité accrue durant une période de 50 ms contrairement aux neurones fonctionnellement non connectés. Cela suggère que les connexions entre neurones mènent à une synergie de leur inter-excitabilité. En outre, l’analyse du spectrogramme dépendant du taux de décharge entre neurones révèle que les neurones connectés ont une plus forte activité gamma que les neurones non connectés durant une fenêtre d’opportunité de 50ms. L’activité gamma de basse-fréquence (20-40 Hz) a été associée aux neurones à décharge régulière (RS) et l’activité de haute fréquence (60-80 Hz) aux neurones à décharge rapide (FS). Aussi, les neurones fonctionnellement connectés ont systématiquement un Rsc plus élevé que les neurones non connectés. Finalement, l’analyse des corrélogrammes croisés révèle que dans une assemblée neuronale, le réseau fonctionnel change selon l’orientation de la grille. Nous démontrons ainsi que l’intensité des relations fonctionnelles dépend de l’orientation de la grille sinusoïdale. Cette relation nous a amené à proposer l’hypothèse suivante : outre la sélectivité des neurones aux caractères spécifiques du stimulus, il y a aussi une sélectivité du connectome. En bref, les réseaux fonctionnels «signature » sont activés dans une assemblée qui est strictement associée à l’orientation présentée et plus généralement aux propriétés des stimuli. Conclusion Cette étude souligne le fait que l’assemblée cellulaire, plutôt que le neurone, est l'unité fonctionnelle fondamentale du cerveau. Cela dilue l'importance du travail isolé de chaque neurone, c’est à dire le paradigme classique du taux de décharge qui a été traditionnellement utilisé pour étudier l'encodage des stimuli. Cette étude contribue aussi à faire avancer le débat sur les oscillations gamma, en ce qu'elles surviennent systématiquement entre neurones connectés dans les assemblées, en conséquence d’un ajout de cohérence. Bien que la taille des assemblées enregistrées soit relativement faible, cette étude suggère néanmoins une intrigante spécificité fonctionnelle entre neurones interagissant dans une assemblée en réponse à une stimulation visuelle. Cette étude peut être considérée comme une prémisse à la modélisation informatique à grande échelle de connectomes fonctionnels.

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.

Opportunities and challenges of content marketing as a way of digital marketing communications

Tämän tutkimuksen tavoitteena on tunnistaa sisältömarkkinoinnin mahdollisuuksia ja haasteita digitaalisessa markkinointiviestinnässä. Lisäksi tavoitteena on antaa yksiselitteinen määritelmä sisältömarkkinoinnille sekä selvittää, miten se eroaa muista markkinointiviestinnän keinoista. Sisältömarkkinointi on strateginen markkinointiviestinnän keino, johon kuuluu asiakkaan kannalta mielenkiintoisen ja hyödyllisen sisällön tuottaminen ja jakaminen. Sisältömarkkinointi tarjoaa keinon muodostaa brändimielikuvia luonnollisin keinoin ilman mainoksen leimaa, jota osa kuluttajista välttelee tietoisesti jopa mainosten esto-ohjelmien avulla. Perinteiset markkinointiviestinnän keinot pyrkivät usein lyhyen aikavälin myyntituloksiin, kun taas sisältömarkkinointi pyrkii maksimoimaan asiakkaan koko elinkaaren arvon. Onnistunut sisältömarkkinointi vaatii yrityksiltä kärsivällisyyttä sekä asiakkaiden kokonaisvaltaista tuntemista.

Modélisation des machines par circuits couplés pour l’observation des courants de barres au rotor

Ce travail présente une modélisation rapide d’ordre élévé capable de modéliser une configuration rotorique en cage complète ou en grille, de reproduire les courants de barre et tenir compte des harmoniques d’espace. Le modèle utilise une approche combinée d’éléments finis avec les circuits-couplés. En effet, le calcul des inductances est réalisé avec les éléments finis, ce qui confère une précision avancée au modèle. Cette méthode offre un gain important en temps de calcul sur les éléments finis pour des simulations transitoires. Deux outils de simulation sont développés, un dans le domaine du temps pour des résolutions dynamiques et un autre dans le domaine des phaseurs dont une application sur des tests de réponse en fréquence à l’arrêt (SSFR) est également présentée. La méthode de construction du modèle est décrite en détail de même que la procédure de modélisation de la cage du rotor. Le modèle est validé par l’étude de machines synchrones: une machine de laboratoire de 5.4 KVA et un grand alternateur de 109 MVA dont les mesures expérimentales sont comparées aux résultats de simulation du modèle pour des essais tels que des tests à vide, des courts-circuits triphasés, biphasés et un test en charge.

O marketing do comércio tradicional : o caso das cidades de Ponta Delgada e da Ribeira Grande

Dissertação de Mestrado, Ciências Económicas e Empresariais, 19 de Julho de 2016, Universidade dos Açores.

Plano de marketing para a produtora "Music"

Mestrado em Marketing

Outsource marketing : efeitos na relação entre investimentos em ações de marketing digital e desempenho financeiro

Dissertação (mestrado)—Universidade de Brasília, Faculdade de Economia, Administração e Contabilidade, Programa de Pós-Graduação em Administração, 2016.

Plano de marketing da L. Nostrum, S.A. para os anos de 2010 e 2011

No actual contexto empresarial, com uma competitividade e complexidade dos mercados crescente, o marketing tem ganho uma grande relevância na direcção e desenvolvimento das empresas, independentemente do sector onde actuem. As áreas da geriatria e dos serviços de saúde não são excepção, apesar de por vezes nas pequenas e médias empresas, não estarem claramente identificadas todas as políticas e estratégias de marketing que deverão pautar as decisões a tomar. Toma-se então não só importante, como de extrema necessidade, que tal como as decisões financeiras, também as decisões de marketing sejam tomadas de forma explícita e estratégica, de forma que se clarifique no interior da organização o rumo a seguir. Este trabalho irá incidir sobre o marketing de uma empresa que desenvolve a sua actividade num ramo de negócio emergente em Portugal, os Cuidados Continuados Integrados e as Residências Assistidas, tendo como objectivo a sustentabilidade e expansão da organização. Como acontece com a maior parte das empresas de pequena dimensão, a L Nostrum S.A. não dispõe de um plano de marketing, sendo de extrema importância que se proceda à elaboração e implementação de um projecto desta natureza Assim, a proposta que aqui se apresenta têm como objectivo central o desenvolvimento de um plano de marketing de curto prazo para a empresa L Nostrum S.A. ABSTRACT: ln the actual business context, with growmg market competitiveness and complexity, marketing has been getting higher relevance in company development, regardless the sector in which these companies operate. The areas of geriatrics and healthcare aren't an exception, although sometimes in some SME's the marketing strategies that shall regulate some of the company's decisions, aren't clearly defined. So, it becomes not only important, as a dire need, that, just like financial decisions, also marketing decisions, are made in an explicit and strategic way, so it becomes clear the path that the organization should follow. This work will focus on the marketing campaign of a company which acts on a business branch emerging in Portugal, the Integrated Continuous Care and Assisted Living Facilities, having as its objective the sustainability and expansion of this organization. Like most small companies, L Nostrum S.A., does not have a marketing plan, being of extreme significance the elaboration and implementation of a project of this nature. So, the proposal here presented has as its main objective the development of a short term marketing plan for the company L Nostrum S.A.

[temporomandibular Disorders In Fibromyalgia Syndrome: A Short-communication.]

Fibromyalgia syndrome (FMS) is a chronic painful syndrome and the coexistence of a painful condition caused by Temporomandibular Disorders (TMD) and FMS has been frequently raised for several studies, however, more likely hypothesis is that a set of FMS characteristics may lead to the onset of TMD symptoms and they are not merely coexisting conditions. Therefore, our aim is presenting a review of literature about the relation between fibromyalgia and the signs and symptoms of temporomandibular disorders. For this purpose, a bibliographic search was performed of the period of 1990-2013, in the Medline, Pubmed, Lilacs and Scielo databases, using the keywords fibromyalgia, temporomandibular disorders and facial pain. Here we present a set of findings in the literature showing that fibromyalgia can lead to TMD symptoms. These studies demonstrated greater involvement of the stomatognathic system in FMS and myogenic disorders of masticatory system are the most commonly found in those patients. FMS appears to have a series of characteristics that constitute predisposing and triggering factors for TMD.