Valor percebido e a nova lógica dominante de serviço : estudo da indústria brasileira de equipamentos de refrigeração para transporte de cargas

Levitt (1960) apresentou o termo Miopia em Marketing e discutiu sobre o perigo de as organizações centralizarem seu foco no produto e descuidarem da real necessidade dos clientes, já que o produto é apenas um meio para atender à necessidade do cliente e não o fim em si. Na mesma linha, Shostack (1977), quase duas décadas mais tarde, enfatizou a urgência de se entender a posição do Marketing na economia pós-industrial de serviços, em que a lógica tradicional focada em produtos não mais atendia adequadamente o mercado. Portanto, não é recente a visão de que a posse do bem físico é secundária para o atendimento das necessidades do consumidor, sendo fundamental pensar no benefício que o bem proporciona ao cliente quando do seu uso. Mais recentemente, Vargo e Lusch (2004a) retomaram a discussão sobre a importância de as organizações atentarem para as necessidades dos clientes em vez de apenas focarem na transação, ou seja, na ideia de troca de um produto por um valor monetário. Estes autores emergiram novamente com a ideia de que as empresas precisam entregar benefícios aos seus clientes e a que apropriação do serviço gerado pela oferta da empresa é mais importante do que a transferência de posse do bem físico. Eles retomam, desta forma, as ideias de Levitt e Shostack e as modificam para criar a Service-Dominant Logic ou S-D Logic, como eles denominam. A ênfase desta proposta é que o Marketing deixe de considerar a transação de produtos ou serviços como central para a criação de valor, para uma lógica centrada no serviço produzido pelo bem – produto ou serviço. Assim, passa ser fundamental entender como o valor é percebido pelo cliente na fase de uso e focar os esforços na geração desse valor, possibilitando, assim, que empresas que entendam as reais necessidades do mercado, criem vantagem competitiva sustentável. Considerando a proposta destes autores, este trabalho testou a aplicação deste conceito na indústria de equipamentos de refrigeração para transporte de cargas com temperatura controlada no Brasil. Foram entrevistados seis importantes transportadores de carga frigorificada do país, os quais foram questionados sobre o valor do serviço usufruído pela posse do bem em contraposição ao valor percebido de usufruir o serviço sem ter que comprar o bem para tal. Os entrevistados associam muito valor à posse do bem, pois, para eles, isso garante que o serviço não sofrerá interrupções, algo muito valioso para eles. Isso evidencia uma falta de confiança nas alternativas possíveis à compra do ativo pela empresa. A confiança no prestador do serviço é, portanto, elemento chave na avaliação dos benefícios, reforçando achados de estudos anteriores. Foram identificadas diferenças de atribuição de valor para as propostas alternativas de fornecimento em razão da relevância do serviço de transporte refrigerado para a empresa – negócio central ou função de apoio para o negócio central da empresa.

Fatores associados à qualidade da dieta de adultos residentes na Região Metropolitana de São Paulo, Brasil, 2002

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Coleta Seletiva Municipal, Educação Ambiental e Organizações de Catadores de Materiais Recicláveis na Vertente Paulista da Bacia do Rio Paranapanema

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Dinâmica da fragmentação florestal e conflito de uso do solo ao longo da rede de drenagem do município de Lençóis Paulista - SP

Pós-graduação em Agronomia (Energia na Agricultura) - FCA

Global Reuse and Optimal Waste Policy

Electronic waste generated from the consumption of durable goods in developed countries is often exported to underdeveloped countries for reuse, recycling and disposal with unfortunate environmental consequences. The lack of efficient disposal policies within developing nations coupled with global free trade agreements make it difficult for consumers to internalize these costs. This paper develops a two-country model, one economically developed and the other underdeveloped, to solve for optimal tax policies necessary to achieve the efficient allocation of economic resources in an economy with a durable good available for global reuse without policy measures in the underdeveloped country. A tax in the developed country on purchases of the new durable good combined with a waste tax set below the domestic external cost of disposal is sufficient for global efficiency. The implication of allowing free global trade in electronic waste is also examined, where optimal policy resembles a global deposit-refund system.

Essays in Macro Finance

I study the link between capital markets and sources of macroeconomic risk. In chapter 1 I show that expected inflation risk is priced in the cross section of stock returns even after controlling for cash flow growth and volatility risks. Motivated by this evidence I study a long run risk model with a built-in inflation non-neutrality channel that allows me to decompose the real stochastic discount factor into news about current and expected cash flow growth, news about expected inflation and news about volatility. The model can successfully price a broad menu of assets and provides a setting for analyzing cross sectional variation in expected inflation risk premium. For industries like retail and durable goods inflation risk can account for nearly a third of the overall risk premium while the energy industry and a broad commodity index act like inflation hedges. Nominal bonds are exposed to expected inflation risk and have inflation premiums that increase with bond maturity. The price of expected inflation risk was very high during the 70's and 80's, but has come down a lot since being very close to zero over the past decade. On average, the expected inflation price of risk is negative, consistent with the view that periods of high inflation represent a "bad" state of the world and are associated with low economic growth and poor stock market performance. In chapter 2 I look at the way capital markets react to predetermined macroeconomic announcements. I document significantly higher excess returns on the US stock market on macro release dates as compared to days when no macroeconomic news hit the market. Almost the entire equity premium since 1997 is being realized on days when macroeconomic news are released. At high frequency, there is a pattern of returns increasing in the hours prior to the pre-determined announcement time, peaking around the time of the announcement and dropping thereafter.

Socioeconomic Status and Health Behavior in Nepal

Thesis (Master's)--University of Washington, 2016-07

Optimal sequence of landfills in solid waste management

Given that landfills are depletable and replaceable resources, the right approach, when dealing with landfill management, is that of designing an optimal sequence of landfills rather than designing every single landfill separately. In this paper we use Optimal Control models, with mixed elements of both continuous and discrete time problems, to determine an optimal sequence of landfills, as regarding their capacity and lifetime. The resulting optimization problems involve splitting a time horizon of planning into several subintervals, the length of which has to be decided. In each of the subintervals some costs, the amount of which depends on the value of the decision variables, have to be borne. The obtained results may be applied to other economic problems such as private and public investments, consumption decisions on durable goods, etc.

Luxury fashion: The role of innovation as a key contributing factor in the development of luxury fashion goods and sustainable fashion design

Luxury is a quality that is difficult to define as the historical concept of luxury appears to be both dynamic and culturally specific. The everyday definition explains a ‘luxury’ in relation to a necessity: a luxury (product or service) is defined as something that consumers want rather than need. However, the growth of global markets has seen a boom in what are now referred to as ‘luxury brands’. This branding of products as luxury has resulted in a change in the way consumers understand luxury goods and services. In their attempts to characterize a luxury brand, Fionda & Moore in their article “The anatomy of a Luxury Brand” summarize a range of critical conditions that are in addition to product branding “... including product and design attributes of quality, craftsmanship and innovative, creative and unique products” (Fionda & Moore, 2009). For the purposes of discussing fashion design however, quality and craftsmanship are inseparable while creativity and innovation exist under different conditions. The terms ‘creative’ and ‘innovative’ are often used inter-changeably and are connected with most descriptions of the design process, defining ‘design’ and ‘fashion’ in many cases. Christian Marxt and Fredrik Hacklin identify this condition in their paper “Design, product development, innovation: all the same in the end?”(Marxt & Hacklin, 2005) and suggest that design communities should be aware that the distinction between these terms, whilst once quite definitive, is becoming narrow to a point where they will mean the same thing. In relation to theory building in the discipline this could pose significant problems. Brett Richards (2003) identifies innovation as different from creativity in that innovation aims to transform and implement rather than simply explore and invent. Considering this distinction, in particular relation to luxury branding, may affect the way in which design can contribute to a change in the way luxury fashion goods might be perceived in a polarised fashion market, namely suggesting that ‘luxury’ is what consumers need rather than the ‘pile it high, sell it cheap’ fashion that the current market dynamic would indicate they want. This paper attempts to explore the role of innovation as a key contributing factor in luxury concepts, in particular the relationship between innovation and creativity, the conditions which enable innovation, the role of craftsmanship in innovation and design innovation in relation to luxury fashion products. An argument is presented that technological innovation can be demonstrated as a common factor in the development of luxury fashion product and that the connection between designer and maker will play an important role in the development of luxury fashion goods for a sustainable fashion industry.

Becoming private property: custom, law, and the geographies of ‘ownership’ in 18th- and 19th-century England

The making private of hitherto public goods is a central tenet of neoliberalism. From land in Africa, Asia, and South America to the assertion of property rights over genes and cells by corporations, the process(es) of making private property matters more than ever. And yet, despite this importance, we know remarkably little about the spatial plays through which things become private property. In this paper I seek to address this imbalance by focusing upon the formative context of 18th- and early-19th-century England. The specific lens is wood, that most critical of all ‘natural’ things other than land in the transition to market-driven economies. It is shown that the interplay between custom, law, and local practices rendered stable and aspatial definitions of property impossible. Whilst law was the key technology through which property was mediated, the cadence of particular places gave these mediations distinctive forms. I conclude that not only must we take property seriously, but we must also take the conditions and contexts of its making seriously too.

Private or public? a taxonomy of optimal ownership and management regimes

We develop a theory of public versus private ownership based on value diversion by managers. Government is assumed to face stronger institutional constraints than has been assumed in previous literature. The model which emerges from these assumptions is fexible and has wide application. We provide amapping between the qualitative characteristics of an asset, its main use - including public goods characteristics, and spillovers toother assets values - and the optimal ownership and management regime. The model is applied to single and multiple related assets. We address questions such as; when is it optimal to have one of a pair ofr elated assets public and the other private; when is joint management desirable; and when should a public asset be managed by the owner of a related private asset? We show that while private ownership can be judged optimal in some cases solely on the basis of qualitative information, the optimality of any other ownership and management regimes relies on quantitative analysis. Our results reveal the situations in which policy makers will have difficulty in determining the opimal regime.

Patterns of penetration of ICT goods and services in Latin American and Caribbean households: analysis based on data from national population and housing censuses, round 2000

Includes bibliography

Mobility of people and goods in the urban environment: mobility of the handicapped and elderly. Second draft final report (second year).

Transportation Department, Office of University Research, Washington, D.C.