Identidade e imagem da marca: uma análise comparativa em uma empresa do setor de serviços de telecomunicações

In a highly connected society, avid for information and technological innovations, constantly changing the consumption patterns, the brand management strategy occupies a growing place. Allied with the increased competition among companies, the brand that can differentiate in consumers’ minds becomes strong. This aspect is even more important in the service industry, where the consumer experience, the definition and support of the brand’s values are vital to the continued strength of both your identity and image. These aspects are seen as a process of communication in which the way the image is developed in the minds of consumers comes from how identity is constructed and transmitted to them (DE CHERNATONY; DRURY; SEGAL-HORN, 2004). Considering the dynamic and complex scenario, this study aims to identify and analyze the possible convergences or divergences between the identity built by the organization and the brand image perceived by consumers of a telecommunications services company. To achieve this objective, the model proposed by De Chernatony, Drury and Segal-Horn (2004) was used as a theoretical basis, which addresses the transformation of identity in brand image, specifically under the perspective of Pontes (2009). For him, customers are more motivated to buy and consume products that they believe that take a complementary image that they have of themselves, and proposes the existence of multiple selves: the perceived, which refers to the employees and the organization’s management opinions on the brand; the ideal, which deals with effective brand identity thought by its leaders, the vision of what it should be; social, which shows how managers think that consumers see it; the apparent, formed by the image of the brand by customers; and finally the real self, that would be an integrated composite of all of these visions. In this regard, a case study was made in a telecommunications company with regional actions, from a qualitative and quantitative approach. It was identified the company’s vision through semi-structured interviews with marketing managers and analysis of documents related to the brand strategy. The point of view of consumers was addressed for text mining techniques applied to internal unstructured data coming from the collection of posts made on Facebook and Twitter, related to the brand, and customer interaction with the company through these social networks. The results showed the importance of the concepts of identity and brand image, and how they are interrelated. Moreover, the qualitative analysis it was shown that the vision of marketing executives is quite close and in line with the Brand Book, showing that there is a cohesive and well disseminated speech internally in the organization. On the other hand, when evaluating the customer's point of view there was no specific comments on the brand, and it was not possible to identify the evaluation of Algar Telecom image by consumers. Nevertheless, other relevant aspects could be identified for the consolidation of the brand identity, as the occurrence of a number of complaints, especially regarding the internet as well as the concern of customers for the quality of the provision of services.

COMUNICAÇÃO E MARKETING NA EDUCAÇÃO SUPERIOR: uma análise dos conteúdos comunicacionais online de instituições de ensino privadas

O presente contexto mercadológico da educação superior, onde a concorrência é cada vez mais acirrada, tem levado as instituições de ensino a estabelecer um processo de gestão de comunicação e marketing mais estratégico e competitivo, buscando alcançar uma posição diferenciada em relação à concorrência, a fim de conquistar seus públicos de interesse. Este trabalho contemplou a aplicação dos objetivos de comunicação no mercado de ensino superior, analisando as formas pelas quais as instituições vêm estabelecendo os processos comunicacionais com seus públicos-alvo, estando direcionado para as Universidades privadas brasileiras. A pesquisa se apóia em: revisão bibliográfica, entrevistas em profundidade com gestores de comunicação e marketing do setor pesquisado e análise de conteúdo de peças de comunicação em mídia online. Inicialmente foi elaborado um relato acerca do contexto atual do mercado de ensino superior no Brasil: sua evolução e caracterização. Em seguida, definiu-se marketing aplicado ao segmento de educação superior: conceitos e o papel designado a ele. Posteriormente relacionou-se comunicação mercadológica com o serviço de educação superior e sua aplicabilidade neste setor. Depois, foram realizadas entrevistas em profundidade - semiestruturadas, com gestores de comunicação e marketing de duas instituições, localizadas na cidade de São Paulo (Insper e Universidade São Judas Tadeu) com posicionamentos antagônicos e classificações distintas quanto à sua imagem para o mercado -, com a finalidade de conhecer suas visões e opiniões sobre o mercado e as ações de comunicação de marketing que vêm adotando. Finalmente, foi elaborada análise de contéudo, comparando anúncios (peças publicitárias) em mídia online das duas IES estudadas. Todos os procedimentos da análise de contéudo foram estabelecidos e categorizados com base nos objetivos de comunicação definidos por Yanaze (2011).

Principes de communication et rôle social du chercheur en matière de transfert de connaissances : une dualité source de questionnements éthiques

Essai / Essay

Principes de communication et rôle social du chercheur en matière de transfert de connaissances : une dualité source de questionnements éthiques

Essai / Essay

Integrated Construction Project Delivery System in the U.S. Public Sector: An Information Modeling Framework

Integrated project delivery (IPD) method has recently emerged as an alternative to traditional delivery methods. It has the potential to overcome inefficiencies of traditional delivery methods by enhancing collaboration among project participants. Information and communication technology (ICT) facilitates IPD by effective management, processing and communication of information within and among organizations. While the benefits of IPD, and the role of ICT in realizing them, have been generally acknowledged, the US public construction sector is very slow in adopting IPD. The reasons are - lack of experience and inadequate understanding of IPD in public owner as confirmed by the results of the questionnaire survey conducted under this research study. The public construction sector should be aware of the value of IPD and should know the essentials for effective implementation of IPD principles - especially, they should be cognizant of the opportunities offered by advancements in ICT to realize this. In order to address the need an IPD Readiness Assessment Model (IPD-RAM) was developed in this research study. The model was designed with a goal to determine IPD readiness of a public owner organization considering selected IPD principles, and ICT levels, at which project functions were carried out. Subsequent analysis led to identification of possible improvements in ICTs that have the potential to increase IPD readiness scores. Termed as the gap identification, this process was used to formulate improvement strategies. The model had been applied to six Florida International University (FIU) construction projects (case studies). The results showed that the IPD readiness of the organization was considerably low and several project functions can be improved by using higher and/or advanced level ICT tools and methods. Feedbacks from a focus group comprised of FIU officials and an independent group of experts had been received at various stages of this research and had been utilized during development and implementation of the model. Focus group input was also helpful for validation of the model and its results. It was hoped that the model developed would be useful to construction owner organizations in order to assess their IPD readiness and to identify appropriate ICT improvement strategies.

Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

Fabrication, Optical Analysis and Photonic Applications of Certain Metallic Nanostructure-Integrated Dye Doped Polymer Optical Fibers” submitted by Ms. Suneetha Sebastian

Polymer Optical Fibers have occupied historically a place for large core flexible fibers operating in short distances. In addition to their practical passive application in short-haul communication they constitute a potential research field as active devices with organic dopants. Organic dyes are preferred as dopants over organic semiconductors due to their higher optical cross section. Thus organic dyes as gain media in a polymer fiber is used to develop efficient and narrow laser sources with a tunability throughout the visible region or optical amplifier with high gain. Dyes incorporated in fiber form has added advantage over other solid state forms such as films since the pump power required to excite the molecules in the core of the fiber is less thereby utilising the pump power effectively. In 1987, Muto et.al investigated a dye doped step index polymer fiber laser. Afterwards, numerous researches have been carried out in this area demonstrating laser emission from step index, graded index and hollow optical fibers incorporating various dyes. Among various dyes, Rhodamine6G is the most widely and commonly used laser dye for the last four decades. Rhodamine6G has many desirable optical properties which make it preferable over other organic dyes such as Coumarin, Nile Blue, Curcumin etc. The research focus on the implementation of efficient fiber lasers and amplifiers for short fiber distances. Developing efficient plastic lasers with electrical pumping can be a new proposal in this field which demands lowest possible threshold pump energy of the gain medium in the cavity as an important parameter. One way of improving the efficiency of the lasers, through low threshold pump energy, is by modifying the gain of the amplifiers in the resonator/cavity. Success in the field of Radiative Decay Engineering can pave way to this problem. Laser gain media consisting of dye-nanoparticle composites can improve the efficiency by lowering the lasing threshold and enhancing the photostability. The electric field confined near the surface of metal nanoparticles due to Localized Surface Plasmon Resonance can be very effective for the excitation of active centers to impart high optical gain for lasing. Since the Surface Plasmon Resonance of nanoparticles of gold and silver lies in the visible range, it can affect the spectral emission characteristics of organic dyes such as Rhodamine6G through plasmon field generated by the particles. The change in emission of the dye placed near metal nanoparticles depend on plasmon field strength which in turn depends on the type of metal, size of nanoparticle, surface modification of the particle and the wavelength of incident light. Progress in fabrication of different types of nanostructures lead to the advent of nanospheres, nanoalloys, core-shell and nanowires to name a few. The thesis deals with the fabrication and characterisation of polymer optical fibers with various metallic and bimetallic nanostructures incorporated in the gain media for efficient fiber lasers with low threshold and improved photostability.

“Digital Diagnostics and Communication (DDC) system” Redesigning the Emergency Ambulance

During the development of a new treatment space for the UK emergency ambulance participatory observations with front-line clinicians revealed the need for an integrated patient monitoring, communication and navigation system. The research identified the different information touch-points and requirements through modes of use analysis, day-in-the-life study and simulation workshops with clinicians. Emergency scenario and role-play with paramedics identified 5 distinct ambulance modes of use. Information flow diagrams were created and checked by paramedics and digital User Interface (UI) wireframes were developed and evaluated by clinicians during clinical evaluations. Feedback from clinicians defined UI design specification further leading to a final design proposal. This research was a further development from the 2007 EPSRC funded “Smart Pods” project. The resulting interactive prototype was co-designed in collaboration with ambulance crews and provides a vision of what could be achieved by integrating well-proven IT technologies and protocols into a package relevant in the emergency medicine field. The system has been reviewed by over 40 ambulance crews and is part of a newly co-designed ambulance treatment space.

O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

O marketing e a atuação social das empresas: uma relação possível?

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Comunicação pública e marketing político na gestão pública municipal

Based on the definitions of Public Communication, Political Marketing, Public Interest Information and Communication as a Tool of Governance, the study notes the use of the news section of the websites of the City Christmas and Mossoro, Rio Grande do Norte, in regard to strengthening citizenship and encouraging participatory management, from the characterization of materials like pieces of Political Marketing and Public Communication. Data collection in qualitative research was conducted from August to September 2011 and content analysis showed that the appropriation of public property for personal use is a reality, despite legal requirements to the detriment of strategic communication and governance for results from the dissemination of information of public interest and the establishment of a communication channel between State Government and Society. Elements of this study suggest the need for further research to deepen the discussion

A influência do departamento de marketing: o caso OLI

Tem-se verificado alguma discussão na literatura sobre o decréscimo da importância do Marketing nas empresas. De acordo com alguns estudos, apenas 10% do tempo é dedicado ao departamento de Marketing nas suas reuniões gerais. O estudo de caso é dedicado a uma empresa portuguesa, Oliveira & Irmão, líder ibérica de produtos de instalação sanitária que atua no mercado há 60 anos. Esta empresa exporta 80% da sua produção e tornou-se reconhecida por ser uma das empresas mais inovadoras da sua àrea, contando atualmente com 40 patentes ativas. Neste estudo será analisada a influência do departamento de Marketing numa empresa com gestão familiar e onde a satisfação do cliente é o seu objetivo primário. Para compreender as alterações que se verificaram desde a implementação do Departamento de Marketing, foram realizadas quatro entrevistas aos diretores da empresa (Departamento Financeiro, Inovação, Comercial e Marketing) para compreender, através do seu ponto de vista, quais as implicações e modificações principais que sentiram. Verificou-se que apesar do departamento de Marketing ser recente na empresa este já realizou algumas alterações notórias a nível interno (comunicação interna) e a nível externo (posicionamento da marca no mercado). Contudo, um dos grandes entraves tem sido a dificuldade em participar no processo desenvolvimento de novos produtos, que até então é coordenado pelo departamento de Inovação e departamento Comercial. A autora do estudo propõe um processo em que o departamento de Marketing fornece os inputs para o desenvolvimento de novos produtos, de modo a satisfazer as necessidades dos clientes.

Spatially integrated erbium-doped fiber amplifiers enabling space-division multiplexing

L’augmentation exponentielle de la demande de bande passante pour les communications laisse présager une saturation prochaine de la capacité des réseaux de télécommunications qui devrait se matérialiser au cours de la prochaine décennie. En effet, la théorie de l’information prédit que les effets non linéaires dans les fibres monomodes limite la capacité de transmission de celles-ci et peu de gain à ce niveau peut être espéré des techniques traditionnelles de multiplexage développées et utilisées jusqu’à présent dans les systèmes à haut débit. La dimension spatiale du canal optique est proposée comme un nouveau degré de liberté qui peut être utilisé pour augmenter le nombre de canaux de transmission et, par conséquent, résoudre cette menace de «crise de capacité». Ainsi, inspirée par les techniques micro-ondes, la technique émergente appelée multiplexage spatial (SDM) est une technologie prometteuse pour la création de réseaux optiques de prochaine génération. Pour réaliser le SDM dans les liens de fibres optiques, il faut réexaminer tous les dispositifs intégrés, les équipements et les sous-systèmes. Parmi ces éléments, l’amplificateur optique SDM est critique, en particulier pour les systèmes de transmission pour les longues distances. En raison des excellentes caractéristiques de l’amplificateur à fibre dopée à l’erbium (EDFA) utilisé dans les systèmes actuels de pointe, l’EDFA est à nouveau un candidat de choix pour la mise en œuvre des amplificateurs SDM pratiques. Toutefois, étant donné que le SDM introduit une variation spatiale du champ dans le plan transversal de la fibre, les amplificateurs à fibre dopée à l’erbium spatialement intégrés (SIEDFA) nécessitent une conception soignée. Dans cette thèse, nous examinons tout d’abord les progrès récents du SDM, en particulier les amplificateurs optiques SDM. Ensuite, nous identifions et discutons les principaux enjeux des SIEDFA qui exigent un examen scientifique. Suite à cela, la théorie des EDFA est brièvement présentée et une modélisation numérique pouvant être utilisée pour simuler les SIEDFA est proposée. Sur la base d’un outil de simulation fait maison, nous proposons une nouvelle conception des profils de dopage annulaire des fibres à quelques-modes dopées à l’erbium (ED-FMF) et nous évaluons numériquement la performance d’un amplificateur à un étage, avec fibre à dopage annulaire, à ainsi qu’un amplificateur à double étage pour les communications sur des fibres ne comportant que quelques modes. Par la suite, nous concevons des fibres dopées à l’erbium avec une gaine annulaire et multi-cœurs (ED-MCF). Nous avons évalué numériquement le recouvrement de la pompe avec les multiples cœurs de ces amplificateurs. En plus de la conception, nous fabriquons et caractérisons une fibre multi-cœurs à quelques modes dopées à l’erbium. Nous réalisons la première démonstration des amplificateurs à fibre optique spatialement intégrés incorporant de telles fibres dopées. Enfin, nous présentons les conclusions ainsi que les perspectives de cette recherche. La recherche et le développement des SIEDFA offriront d’énormes avantages non seulement pour les systèmes de transmission future SDM, mais aussi pour les systèmes de transmission monomode sur des fibres standards à un cœur car ils permettent de remplacer plusieurs amplificateurs par un amplificateur intégré.

Are we positively or negatively affected? : A study on how people react to food-related communication messages

Background- Communication messages today are all about influencing and persuading people. Two main types of messages can be seen when studying the healthy food trend on Instagram and how it is impacting attitude formation and change; these two are positive and negative messages. However, different communication messages are not the only deciders of attitude formation and change. There is one more significant factor that impacts attitude formation and change; this factor is identification with the message sender. Purpose- The purpose of this thesis is to identify whether positively or negatively themed messages on Instagram have a stronger impact on a person's attitudes regarding healthy food consumption. We will further examine if identification with the message sender additionally impacts attitude formation and change. Method- In order to fulfill the purpose of the thesis we used a qualitative research approach. We conducted interviews with 40 respondents that belonged to our main target group. Furthermore we conducted a robustness check with six respondents. All 46 respondents included in the qualitative study were Instagram users, and all the respondents in the main target group were students. Findings and Conclusion- After analyzing the empirical results together with suitable theories, some main conclusions could be drawn. The study demonstrated that positive communication messages are the preferred message type on Instagram. We further conclude that identification with the message sender does indeed have an additional impact on attitude formation and change. Based on this study we can say that communication messages and identification with the message sender work together in forming and changing attitudes regarding healthy food on Instagram. Practical Implications- This thesis gives valuable indications to companies, organizations and decision makers in order to direct marketing practices in terms of communication messages on social media, particularly Instagram. Moreover it gives insights for managers to be able to create communication messages that correspond to the expectations of the society. Keywords- Communication messages, attitude formation and change, identification with the message sender.