Long-term Success of Family Firms: Investigating Specific Aspects of Firm-level Entrepreneurship and Individual-level Antecedents

Long-term success of family firms is of utmost social and economic importance. Three of its determinants are in the center of this Dissertation: firmlevel entrepreneurial orientation (EO), managers' entrepreneurial behavior, and value-creating attitudes of non-family employees. Each determinant and respective research gaps are addressed by one paper of this cumulative dissertation. Referring to firm-level EO, scholars claim that EO is a main antecedent to firms' both short- and long-term success. However, family firms seem to be successful across generations despite rather low levels of EO. The first paper addresses this paradox by investigating EO patterns of long-lived family firms in three Swiss case studies. The main finding is that the key to success is not to be as entrepreneurially as possible all the time, but to continuously adapt the EO profile depending on internal and external factors. Moreover, the paper suggest new subcategories to different EO dimensions. With regard to entrepreneurial behavior of managers, there is a lack of knowledge how individual-level and organizational level factors affect its evolvement. The second paper addresses this gap by investigating a sample of 403 middle-level managers from both family and non-family firms. It introduces psychological ownership of managers as individual-level antecedent and investigates the interaction with organizational factors. As a central insight, management support is found to strengthen the psychological ownership-entrepreneurial behavior relationship. The third paper is based on the fact that employees' justice perceptions are established antecedents of value-creating employee attitudes such as affective commitment and job satisfaction. Even though family firms are susceptible to nonfamily employees´ perceptions of injustice, corresponding research is scarce. Moreover, the mechanism connecting justice perceptions and positive outcomes is still unclear. Addressing these gaps, the analysis of a sample of 310 non-family employees reveals that psychological ownership is a mediator in the relationships between distributive justice perceptions and both affective commitment and job satisfaction. Altogether, the three papers offer valuable contributions to family business literature with respect to EO, entrepreneurial behavior, and value-creating employee attitudes. Thus, they increase current understanding about important determinants of family firms' long-term success, while opening up numerous ways of future research.

Orientation and external morphology of burrows of the mangrove crab Ucides cordatus (Crustacea: Brachyura: Ucididae)

The aim of the present study was to characterize the external morphology and the orientation of burrows constructed by the mangrove crab Ucides cordatus. Data were obtained from two mangrove forests of similar vegetation dominance (Laguncularia racemosa) but differing in flooding heights. These mangroves were located near Barra de Icapara, Iguape City (SP), Brazil, (24 degrees 50'36 '' S-47 degrees 59'53'W). A total of 221 burrows were examined (120 on the high mangrove and 101 on the low mangrove). External morphology of the burrows was recorded by photographs for categorization and description. The directions of the burrow openings were recorded using a geological compass and the declivities of the ducts were measured with a clinometer. Females constructed 70.8% at Site A and 69.4% at Site B of the occupied burrows with the opening facing the margin of the river (P < 0.001), whilst males showed no significant difference in the burrow orientation (P > 0.05) at either site. In females, the tendency for burrow orientation possibly has a reproductive connotation as larval dispersal may be favoured and enhanced by the tides. Four groups of distinct tracks related to the morphotypes and developmental stages of U. cordatus were observed, No sediment constructions associated with the burrows were recorded for this species. Declivity of the burrows from juveniles was lower than from adults (P < 0.05), probably caused by the differential growth of the chelipeds in this species.

Path-integral and Coarse-graining Strategies for Complex Molecular Phenomena

Molecular simulation provides a powerful tool for connecting molecular-level processes to physical observables. However, the facility to make those connections relies upon the application and development of theoretical methods that permit appropriate descriptions of the systems or processes to be studied. In this thesis, we utilize molecular simulation to study and predict two phenomena with very different theoretical challenges, beginning with (1) lithium-ion transport behavior in polymers and following with (2) equilibrium isotope effects with relevance to position-specific and clumped isotope studies. In the case of ion transport in polymers, there is motivation to use molecular simulation to provide guidance in polymer electrolyte design, but the length and timescales relevant for ion diffusion in polymers preclude the use of direct molecular dynamics simulation to compute ion diffusivities in more than a handful of candidate systems. In the case of equilibrium isotope effects, the thermodynamic driving forces for isotopic fractionation are often fundamentally quantum mechanical in nature, and the high precision of experimental instruments demands correspondingly accurate theoretical approaches. Herein, we describe respectively coarse-graining and path-integral strategies to address outstanding questions in these two subject areas.

Uma metodologia para a análise do desempenho sustentável dos postos de revenda de combustível na cidade de Natal/RN, com o uso de data envelopment analysis-DEA

The increasing use of fossil fuels in line with cities demographic explosion carries out to huge environmental impact in society. For mitigate these social impacts, regulatory requirements have positively influenced the environmental consciousness of society, as well as, the strategic behavior of businesses. Along with this environmental awareness, the regulatory organs have conquered and formulated new laws to control potentially polluting activities, mostly in the gas stations sector. Seeking for increasing market competitiveness, this sector needs to quickly respond to internal and external pressures, adapting to the new standards required in a strategic way to get the Green Badge . Gas stations have incorporated new strategies to attract and retain new customers whom present increasingly social demand. In the social dimension, these projects help the local economy by generating jobs and income distribution. In this survey, the present research aims to align the social, economic and environmental dimensions to set the sustainable performance indicators at Gas Stations sector in the city of Natal/RN. The Sustainable Balanced Scorecard (SBSC) framework was create with a set of indicators for mapping the production process of gas stations. This mapping aimed at identifying operational inefficiencies through multidimensional indicators. To carry out this research, was developed a system for evaluating the sustainability performance with application of Data Envelopment Analysis (DEA) through a quantitative method approach to detect system s efficiency level. In order to understand the systemic complexity, sub organizational processes were analyzed by the technique Network Data Envelopment Analysis (NDEA) figuring their micro activities to identify and diagnose the real causes of overall inefficiency. The sample size comprised 33 Gas stations and the conceptual model included 15 indicators distributed in the three dimensions of sustainability: social, environmental and economic. These three dimensions were measured by means of classical models DEA-CCR input oriented. To unify performance score of individual dimensions, was designed a unique grouping index based upon two means: arithmetic and weighted. After this, another analysis was performed to measure the four perspectives of SBSC: learning and growth, internal processes, customers, and financial, unifying, by averaging the performance scores. NDEA results showed that no company was assessed with excellence in sustainability performance. Some NDEA higher efficiency Gas Stations proved to be inefficient under certain perspectives of SBSC. In the sequence, a comparative sustainable performance and assessment analyzes among the gas station was done, enabling entrepreneurs evaluate their performance in the market competitors. Diagnoses were also obtained to support the decision making of entrepreneurs in improving the management of organizational resources and promote guidelines the regulators. Finally, the average index of sustainable performance was 69.42%, representing the efforts of the environmental suitability of the Gas station. This results point out a significant awareness of this segment, but it still needs further action to enhance sustainability in the long term

Work, class and conflict: a comparative study of three Cork factories, incorporating oral testimony

This dissertation presents a comparative study of three factories in Cork Harbour area, Sunbeam Wolsey (1927-90), Irish Steel (1939-2001) and the Ford Marina Plant (1917-84). All three factories were significant industrial employers in both a domestic (Irish) and a local (Cork) context and are broadly representative of the Irish manufacturing industry that was developed under the policies of tariff protection introduced in the 1930s and gradually phased out between the late 1950s and the mid-1980s. Sunbeam Wolsey was a textile and clothing concern located on the north side of Cork City that possessed a borderline monopoly within its economic sector and was among the largest private employers of female labour in twentieth century Ireland. Irish Steel was the country’s only steel mill, located on Haulbowline island, a brief ferry-ride from the seaside town of Cobh, and was unusual in being one of the few manufacturing concerns operated as a nationalised industry under the auspices of the state. The Ford Marina plant predated the introduction of protectionism by more than a decade and began as the centre of the Ford empire’s tractor manufacturing business, before switching to the production of private motor vehicles for the Irish market in 1932. All three industries were closed or sold off when the state withdrew support, either in the form of tariff protection (Ford, Sunbeam) or direct funding (Irish Steel). While devoting much attention to the three firms, the central concern of this dissertation is not the companies themselves (though the economic history portion of the dissertation is substantial), but the workers they employed, examining the lives of these individuals both as members of the Irish working class, and, more specifically, as employees of the three factories under consideration. The project can be best described as a comparative factory study, comparing and contrasting the three workforces, focusing primarily on industrial relation and the experience of work. This dissertation utilises both documentary evidence and a significant quantity of oral testimony, breaking new ground by making the workplace the central focus of its investigation. The principal aims of the study are: 1. To document the lives of those who worked in these factories, capturing through oral testimony their subjective experiences of social class and factory life, as well as differences among narrators in terms of gender and status. In achieving this aim, the study will provide a broader social context for its detailed analysis of work and industrial relations in each firm. 2. To analyse the three workplaces and determine how and why each developed such distinct systems of industrial relations at the factory level, as well as to compare and contrast these systems. 3. To examine the nature of work in each factory and to determine how work and industrial relations in each firm developed over time, relating these changes both to internal and external factors. Additionally, the project will provide a comparative analysis of these changes.

Progesterone attenuates microglial-driven retinal degeneration and stimulates protective Fractalkine-CX3CR1 signaling

Retinitis pigmentosa (RP) is a degenerative disease leading to photoreceptor cell loss. Mouse models of RP, such as the rd10 mouse (B6.CXBl-Pde6brd10/J), have enhanced our understanding of the disease, allowing for development of potential therapeutics. In 2011, our group first demonstrated that the synthetic progesterone analogue ‘Norgestrel’ is neuroprotective in two mouse models of retinal degeneration, including the rd10 mouse. We have since elucidated several mechanisms by which Norgestrel protects stressed photoreceptors, such as upregulating growth factors. This study consequently aimed to further characterize Norgestrel’s neuroprotective effects. Specifically, we sought to investigate the role that microglia might play; for microglial-derived inflammation has been shown to potentiate neurodegeneration. Dams of post-natal day (P) 10 rd10 pups were given a Norgestrel-supplemented diet (80mg/kg). Upon weaning, pups remained on Norgestrel. Tissue was harvested from P15-P50 rd10 mice on control or Norgestrel-supplemented diet. Norgestrel-diet administration provided significant retinal protection out to P40 in rd10 mice. Alterations in microglial activity coincided with significant protection, implicating microglial changes in Norgestrel-induced neuroprotection. Utilizing primary cultures of retinal microglia and 661W photoreceptor-like cells, we show that rd10 microglia drive neuronal cell death. We reveal a novel role of Norgestrel, acting directly on microglia to reduce pro-inflammatory activation and prevent neuronal cell death. Norgestrel effectively suppresses cytokine, chemokine and danger-associated molecular pattern molecule (DAMP) expression in the rd10 retina. Remarkably, Norgestrel upregulates fractalkine-CX3CR1 signaling 1 000-fold at the RNA level, in the rd10 mouse. Fractalkine-CX3CR1 signaling has been shown to protect neurons by regulating retinal microglial activation and migration. Ultimately, these results present Norgestrel as a promising treatment for RP, with dual actions as a neuroprotective and anti-inflammatory agent in the retina.

Corporate identity manifested through historical references

Purpose – The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to inspire the understanding of how references to history are used in marketing and the outcome of such use. Design/methodology/approach – The paper mainly draws on literature relating to corporate marketing and the use of history in organizations. Combining these theories, and pointing at empirical examples, the paper clarifies why references to history can be important mani-festations of corporate identity. The paper comes up with propositions concerning what consequences the reference to history in corporate marketing can have for firms’ marketing strategies and business development. Findings – The paper outlines a connection among corporate identity, organizational identity, and image through corporate communications. It suggests that among the range of corporate characteristics, historical references can be particular valuable for corporate communications thanks to the reliability age can provide (as opposed to liabilities of newness). Still, elaborations suggest that the planned use of historical references has both pros and cons in terms of business development. Originality/value – Despite the notion that history, as an inevitable and distinctive firm feature, can play an important role in corporate marketing, research on the topic is quite scarce. This paper offers some remedy to this gap by elaborating on the internal and external rationales for applying historical references and how these can be explained in connections between corporate identity and history.

The European Union and its Northern Frontier : EUropean Geopolitics and its Arctic Context

The present study explores EUropean geopolitical agency in a distinct spatio-temporal context: the Arctic region of the early 21st century. Thus, it provides an in-depth analysis of the European Union’s process to construct EUropean legitimacy and credibility in its ‘Northern Neighbourhood’ between 2008 and 2014. Embedded in a conceptual and methodological framework using critical geopolitics, this study assesses the strategic policy reasoning of the EU and the implicit geopolitical discourses that guide and determine a particular line of argumentation so as to claim a ‘legitimate’ role in the Arctic and accordingly construct a distinct ‘EUropean Arctic space’. In doing so, it establishes a clearer picture on the (narrated) regional interests of the EU and the related developed policy and concrete steps taken in order to get hold of these interests. Eventually, the analysis gets to the conceptual bottom of what exactly fashioned the EU with geopolitical agency in the circumpolar North. As a complementary explanation, this study provides a thick description of the area under scrutiny – the Arctic region – in order to explicate the systemic context that conditioned the EU’s regional demeanour and action. Elucidated along the lines of Arctic history and identity, rights, interests and responsibility, it delineates the emergence of the Arctic as a region of and for geopolitics. The findings indicate that the sui generis character of the Arctic as EUropean neighbourhood essentially determined the EU’s regional performance. It explicates that the Union’s ‘traditional’ geopolitical models of civilian or normative power got entangled in a fluid state of Arctic affairs: a distinct regional system, characterised by few strong state actors with pronounced national Arctic interests and identities, and an indefinite local context of environmental changes, economic uncertainties and social challenges. This study applies critical geopolitics in a Political Science context and essentially contributes to a broader understanding of EU foreign policy construction and behaviour. Ultimately, it offers an interdisciplinary approach on how to analyse EU external action by explicitly taking into account the internal and external social processes that ultimately condition a certain EUropean foreign policy performance.

Assessments of training load in elite youth soccer

One of the most popular sports globally, soccer has seen a rise in the demands of the game over recent years. An increase in intensity and playing demands, coupled with growing social and economic pressures on soccer players means that optimal preparation is of paramount importance. Recent research has found the modern game, depending on positional role, to consist of approximately 60% more sprint distance in the English Premier League, which was also found to be the case for frequency and success of discrete technical actions (Bush et al., 2015). As a result, the focus on soccer training and player preparedness is becoming more prevalent in scientific research. By designing the appropriate training load, and thus periodization strategies, the aim is to achieve peak fitness in the most efficient way, whilst minimising the risk of injury and illness. Traditionally, training intensity has been based on heart rate responses, however, the emergence of tracking microtechnology such as global positioning system (GPS) and inertial sensors are now able to further quantify biomechanical load as well as physiological stress. Detailed pictures of internal and external loading indices such as these then combine to produce a more holistic view of training load experience by the player during typical drills and phases of training in soccer. The premise of this research is to gain greater understanding of the physical demands of common training methodologies in elite soccer to support optimal match performance. The coaching process may then benefit from being able to prescribe the most effective training to support these. The first experimental chapter in this thesis began by quantify gross training loads of the pre-season and in-season phases in soccer. A broader picture of the training loads inherent in these distinct phases brought more detail as to the type and extent of external loading experienced by soccer players at these times, and how the inclusion of match play influences weekly training rhythms. Training volume (total distance) was found to be high at the start compared to the end of pre-season (37 kilometres and 28 kilometres), where high cardiovascular loads were attained as part of the conditioning focus. This progressed transiently, however, to involve higher-speed, acceleration and change-of-direction stimuli at the end of pre-season compared to the start and to that in-season (1.18 kilometres, 0.70 kilometres and 0.42 kilometres high-intensity running; with 37, 25 and 23 accelerations >3m/s2 respectively) . The decrease in volume and increase in maximal anaerobic activity was evident in the training focus as friendly matches were introduced before the competitive season. The influence of match-play as being a large physical dose in the training week may then determine the change in weekly periodisation and how resulting training loads applied and tapered, if necessary. The focus of research was then directed more specifically to the most common mode of training in soccer, that also featured regularly in the pre-season period in the present study, small-sided games (SSG). The subsequent studies examined numerous manipulations of this specific form of soccer conditioning, such as player numbers as well as absolute and relative playing space available. In contrast to some previous literature, changing the number of players did not seem to influence training responses significantly, although playing format in the possession style brought about larger effects for heart rate (89.9%HRmax) and average velocity (7.6km/h-1). However, the following studies (Chapters 5, 6 and 7) revealed a greater influence of relative playing space available to players in SSG. The larger area at their disposal brought about greater aerobic responses (~90%HRmax), by allowing higher average and peak velocities (>25km/h-1), as well as greater distance acceleration behaviour at greater thresholds (>2.8m/s2). Furthermore, the data points towards space as being a large determinant in strategy of the player in small-sided games (SSG), subsequently shaping their movement behaviour and resulting physical responses. For example, higher average velocities in a possession format (8km/h-1) reflects higher work rate and heart rate load but makes achieving significant neuromuscular accelerations at a high level difficult given higher starting velocities prior to the most intense accelerations (4.2km/h-1). By altering space available and even through intentional numerical imbalances in team numbers, it may be easier for coaches to achieve the desired stimulus for the session or individual player, whether that is for aerobic and neuromuscular conditioning. Large effects were found for heart rate being higher in the underloaded team (85-90%HRmax) compared to the team with more players (80-85%HRmax) as well as for RPE (5AU versus 7AU). This was also apparent for meterage and therefore average velocity. It would also seem neuromuscular load through high acceleration and deceleration efforts were more pronounced with less numbers (given the need to press and close down opponents, and in a larger area relative to the number of players on the underloaded team. The peak accelerations and deceleration achieved was also higher when playing with less players (3-6.2m/s2 and 3-6.1m/s2) Having detailed ways in which to reach desired physical loading responses in common small training formats, Chapter 8 compared SSG to larger 9v9 formats with full-size 11v11 friendly matches. This enabled absolute and relative comparisons to be made and to understand the extent to which smaller training formats are able to replicate the required movements to be successful in competition. In relative terms, it was revealed that relative acceleration distance and Player Load were higher in smaller 4v4 games than match-play (1.1m.min-1 and 0.3m.min-1 >3m/s2; 16.9AU versus 12AU). Although the smallest format did not replicate the high-velocity demands of matches, the results confirmed their efficacy in providing significant neuromuscular load during the training week, which may then be supplemented by high-intensity interval running in order to gain exposure to more maximal speed work. In summary, the data presented provide valuable information from GPS and inertial sensor microtechnology which may then be used to understand training better to manipulate types of load according to physical conditioning objectives. For example, a library of resources to direct planning of drills of varying cardiovascular, neuromuscular and perceptual load can be created to give more confidence in session outcomes. Combining external and internal load data of common soccer training drills, and their application across different phases and training objectives may give coaches a powerful tool to plan and periodize training.

Estrategias de logística inversa que permitan la reutilización de llantas usadas

Esta investigación busca desde la logística inversa, mostrar como un producto tan implementado y desechado por la sociedad, puede generar un nuevo uso, e incluso la reintegración total de sus materias primas a la cadena de suministro, mostrando la estrecha relación que existe entre la logística inversa y la reutilización de productos fuera de uso. Para esto se analizara el manejo actual que tienen las llantas en Bogotá, planteando su flujo y dando a conocer el principal punto de falencia, que es la recolección y los diferentes sitios de acopio de estas. Los neumáticos o llantas son desechados anualmente en Bogotá sin medir las consecuencias ambientales que esto trae consigo, pues las quemas a cielo abierto de estos materiales y su almacenamiento inadecuado generan altos riesgos para su entorno y el medio ambiente. Además, el manejo inapropiado de llantas es una de las principales razones por la cual pasan a ser obsoletas al poco tiempo de uso. El proceso de fabricación de llantas es muy similar al proceso de cualquier producto, pues en resumen este cuenta con la implementación de sus materias primas, proceso de manufactura, una inspección final y como resultado un producto terminado, que al ser vendido muchas compañías se libran de la disposición final de las llantas. Pero ahí radica un punto a favor para la logística inversa, donde esta buscara la manera de darle un nuevo ciclo de vida a este producto, a través del reciclaje y la reutilización. Mediante esta investigación, se busca captar los principales lugares de acopio de llantas usadas en Bogotá, de manera que estos serán nuestros principales puntos de información para el proyecto, que permita plantear y definir de manera clara estrategias y conclusiones cualitativas.

Análisis del sector del food service a partir del modelo de competitividad de Michael Porter para determinar la viabilidad de incursión de la empresa Bakery Service Foods

Las Mipymes son un componente fundamental para el desarrollo económico y social de cualquier país, en especial de un país como Colombia en donde representan el 99,9% de las empresas actualmente constituidas, concentrando el 81% de los empleados a nivel nacional (Fedesarrollo, 2013). Aunque juegan un papel protagónico en la economía colombiana, las Mipymes aún deben recorrer un camino extenso para poder explotar todo el potencial con el que cuentan, puesto que presentan un alto índice de mortandad empresarial en los primeros años de funcionamiento, esto evidenciado en los resultados del estudio GEM (Global Entrepreneurship Monitor, 2009) en donde se encontró que sólo el 12,61% de los negocios lograron superar los 42 meses de permanencia en el mercado (El País, 2010) principalmente a causa de la ausencia de una planeación estratégica de largo plazo que les permita a los negocios emprendedores del país alcanzar la competitividad. Si bien es cierto que crear empresa es relativamente sencillo, son múltiples los retos tanto internos como externos que deben enfrentar las organizaciones para poder alcanzar una etapa de madurez empresarial, sobre todo en los primeros años de funcionamiento que son los más críticos y decisivos para el futuro de cualquier empresa, es por esto que se hace indispensable emplear estrategias que les permitan ser sostenibles a largo plazo, en un entorno altamente competitivo por empresas tanto nacionales como internacionales, siendo este uno de los propósitos fundamentales al que deberían apostar los empresarios colombianos para crear un impacto positivo en la sociedad y aportar a la competitividad nacional. Bakery Service Foods, es una empresa dedicada a la comercialización y distribución de insumos de panadería con sede en el barrio Carvajal en la ciudad de Bogotá. Desde su constitución, el 29 de diciembre de 2008, la empresa ha buscado posicionarse en un mercado en donde tanto empresas grandes como Grasco, Grupo Team, Sigra, Duquesa, Conaceites, Alvarado, Aceites Finos; así como microempresas sin infraestructura ni solidez económica, componen un entorno altamente competitivo y hacinado que representa un desafío para una pequeña empresa familiar que no cuenta con un músculo financiero significativo. Por otra parte, Bakery Service Foods a traviesa por un período de alta incertidumbre debido a que el proveedor que representa el 85% de las ventas de los productos a los cuales representan, FANAGRA S.A, atraviesa por una completa reestructuración debido a la venta de dicha empresa a una multinacional suiza. Esta situación representa un alto riesgo para la compañía y exige que se emprendan acciones oportunas que les permitan reducir la alta dependencia en un único proveedor. Teniendo en cuenta que una de las ambiciones desde la fundación de la compañía ha sido incursionar y ser una empresa competitiva en el mercado de Food Service, que perdure en el tiempo, ¿Qué tan viable es diversificar el portafolio de la empresa Bakery Service Foods (BSF) en el mercado Food Service? Con este proyecto se busca diseñar una propuesta de diversificación de portafolio para la empresa Bakery Service Foods (BSF) analizando el mercado Food Service, por medio del modelo de Ventaja Competitiva de Michael Porter; lo anterior, con el propósito de que la empresa se consolide en este mercado como un aliado estratégico para sus clientes y representados, y con un modelo de negocio sostenible a largo plazo. Finalmente, se espera que a través de la propuesta de mejora para Bakery Service Foods, se afiancen los conocimientos administrativos obtenidos durante el pregrado en Administración de Empresas, aplicando satisfactoriamente las herramientas, metodologías y bases conceptuales adquiridas, para enriquecer el proceso de aprendizaje profesional y aportar valor a una empresa colombiana desde el mercado de Food Service.

Creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing

El presente documento pretende mostrar la manera como se debe ejecutar la creación de marca mediante la utilización de mecanismos estratégicos comunitarios y marketing. El objetivo del estudio se basa en encontrar los mecanismos adecuados para el desarrollo y creación de una marca enfocándose en el análisis de las principales prácticas y modelos desarrollados en el área del marketing, examinando el impacto que la marca pueda generar en la comunidad en la cual la organización está incluida, estableciendo además un conexión directa con el modo de vida de los consumidores. Durante el desarrollo del documento se demuestra que las estrategias de marketing aplicadas por cada compañía, sirven para construir una relación estrecha y fuerte con todos los agentes involucrados en la construcción de una marca, principalmente con los clientes, ya que la forma más efectiva de establecer relaciones a largo plazo, es enfocándose exclusivamente en las necesidades desarrolladas por los consumidores, y a partir de ellas ajustar los valores (misión, visión, cultura organizacional, objetivos) de la organización. Estas estrategias comunitarias son también influenciadas por varios factores internos y externos a la organización, los cuales deben ser tenidos en cuenta al momento de elegir la estrategia adecuada. Los mecanismos estratégicos que desarrollan las empresas pueden cambiar significativamente de un sector comercial a otro, la importancia de las necesidades que se deben suplir y el consumidor final se deben evaluar desde un aspecto comunitario, entendiendo como comunidad como el conjunto de grupos sociales y comerciales que tienen relación directa o indirecta con la empresa. Con la investigación llevada a cabo acerca de las estrategias que deben aplicar las compañías se concluye que las marcas reflejan la imagen que la empresa transmite a sus compradores estableciendo una relación emocional entre los consumidores y la marca desarrollada, además de estimular la oferta y demanda del negocio. Se espera que por medio de la obtención de información teórica y conceptual, se pueda aclarar la manera como se puede desarrollar la creación de una marca por medio de la correcta utilización de mecanismos estratégicos comunitarios y de marketing.

Detalgraf S.A.: Plan Estratégico Empresarial

DETALGRAF S.A., es una empresa colombiana con Capital Nacional, fundada en febrero de 1993. A través del tiempo la empresa se ha venido transformando y sus líneas comerciales se han ampliado significativamente, pasando de ofrecer a sus clientes insumos para la industria gráfica a productos de aseo, papelería, químicos, cafetería, medicamentos y seguridad industrial. Actualmente, se posiciona como una de las mejores empresas comercializadoras en el sector institucional. Este proyecto busca desarrollar un plan estratégico para la empresa Detalgraf S.A., para los próximos cinco años, basándose en la elaboración de estrategias claves, producto de un análisis previo de los problemas que afectan la empresa y su desarrollo; esperando como resultado la solución a diferentes falencias en los departamentos de logística, comercial y finanzas. Teniendo en cuenta lo anteriormente mencionado, se presenta este proyecto como una alternativa de mejora fundamentada en una pregunta investigativa principal la cuales es ¿Cómo garantizar el crecimiento y la sostenibilidad de la empresa Detalgraf S.A., por medio de un plan estratégico que ayude a lograr la perdurabilidad de la compañía? Con el fin de dar respuesta a ésta, se desprenden otros interrogantes igual de importantes como: ¿Es posible por medio de un plan estratégico mejorar el proceso de cobro y seguimiento de cartera?, con base a estas mejoras, ¿Se logrará tener la capacidad de identificar los principales problemas internos y externos que afectan a la empresa y a su entorno? Y finalmente, ¿Se pueden incrementar las ventas penetrando nuevos mercados? El desarrollo de estas preguntas permitirá buscar una mejora en la comunicación interna dentro de la empresa, con el fin de obtener una mayor coordinación en el uso de los recursos y el funcionamiento de la organización para garantizar la creación de valor, un factor clave para la empresa.

Creación del área de ventas y mercadeo para Industrias Leader Ltda.

El departamento de mercadeo y ventas es fundamental en una empresa debido a que es el encargado de desarrollar e implementar estrategias que satisfagan las necesidades y requerimientos del cliente. Es aquí donde más se puede ver reflejado el aumento de las ventas de la empresa. El servicio al cliente, la relación con el mismo y el acompañamiento, es un tema muy importante a tratar, tanto para atraer a nuevos clientes como también para conservar a los clientes actuales. Este trabajo se desarrolló con base en la problemática de la creciente pérdida de clientes de la empresa Leader Ltda., y tiene como objetivo diseñar y crear un plan de mercadeo y ventas para la misma. Por medio de un estudio no experimental, descriptivo e interpretativo  se enfocó en diferentes análisis internos y externos de la compañía para poder desarrollar un plan de acción que se pueda implementar en la compañía.

Alinhamento das práticas de responsabilidade social com a estratégia das instituições de ensino superior: um referencial de governação socialmente responsável gerador de confiança e reputação organizacional

A responsabilidade social é considerada fundamental para a conquista de vantagens competitivas organizacionais. A integração dos seus princípios na estratégia da organização, apresenta-se como uma linha orientadora do foco na satisfação de necessidades das partes interessadas internas e externas. As actuais limitações orçamentais têm afectado significativamente as Instituições de Ensino Superior, nomeadamente as localizadas no interior de Portugal continental, o que dificulta ainda mais a crescente diminuição de estudantes sendo necessário a implementação de estratégias de captação de estudantes nos vários ciclos, fases de idade e locais de proveniência. O sistema de gestão da responsabilidade social, referenciado na NP 4469.1:2008, apresenta um grande desafio ao modelo de gestão das organizações que o implementam, já que este sistema de gestão tem o potencial de optimizar os interesses das diversas partes interessadas. O foco da instituição passa a ser os das suas partes interessadas, maximizando os seus impactes positivos e minimizando os seus impactes negativos em resultado das suas actividades e decisões. O aumento da eficácia organizacional e a equidade dos interesses das partes interessadas, podem clarificar as funções estratégicas das Instituições de Ensino Superior. Os programas e práticas de responsabilidade social implementados nas Instituições de Ensino Superior do interior de Portugal continental são assim estrategicamente vistos, como um factor de diferenciação positiva face às suas congéneres e em consequência, assumido como um factor para a sua sustentabilidade. A presente investigação procura identificar um modelo de governação socialmente responsável que se comprometa com a dinamização de uma estratégia que preveja práticas de responsabilidade social condutoras a aumentos na confiança e reputação organizacionais nos estudantes e colaboradores das Instituições de Ensino Superior. Tendo por base a abordagem de investigação qualitativa, realizaram-se estudos de caso em duas Instituições de Ensino Superior localizadas no Alentejo, recorrendo-se a várias fontes de informação: entrevistas a 45 entrevistados, entre elementos da governação, colaboradores e estudantes, análise documental e observação participante. Como técnica de tratamento dos dados utilizou-se a análise de conteúdo através do software Atlas Ti. Os resultados da investigação empírica permitem identificar que, as duas Instituições de Ensino Superior melhoraram em termos de visibilidade externa e interna, havendo entrevistados que referem uma melhoria na confiança e reputação em resultado da adesão a práticas de responsabilidade social. O líder de uma das Instituições de Ensino Superior é reconhecido pelos seus pares como de elevado compromisso para com os princípios da responsabilidade social enquanto que o outro líder não é reconhecido da mesma forma. Os estudantes entrevistados, não reconhecem vantagens em resultado das práticas de responsabilidade social tanto ao nível da confiança como reputação organizacional; ABSTRACT: Social responsibility is considered essential to the achievement of organizational competitive advantage. The integration of its principles in the organization's strategy, presents itself as a guiding line focus on meeting the needs of internal and external stakeholders. The current budgetary constraints have significantly affected the higher education institutions, further hindering the increasing decline of students being required to implement student recruitment strategies in the various cycles of age stages and places of origin. The management system of social responsibility, referenced in NP 4469.1:2008, presents a major challenge to the model of management of organizations implementing it, since this management system, has the potential to optimize the interests of the various stakeholders. The focus of the institution happens to be out of their stakeholders, maximizing its positive impacts and minimizing the negative impacts as a result of its activities and decisions. Increased organizational effectiveness and equity interests of stakeholders can clarify the strategic functions of the higher education institutions. Social responsibility programs and Social responsibility practices implemented in higher education institutions in the interior of mainland Portugal are so strategically seen as a positive differentiating factor compared to their counterparts and therefore assumed to be a factor in their sustainability. This research seeks to identify socially responsible governance model that is committed to the promotion of a strategy which envisages conducting social responsibility practices to increases in organizational trust and reputation among students and employees of higher education institutions. Based on the qualitative research approach, there were case studies in two higher education institutions located in the Alentejo, making use of several sources of information: interviews with 45 respondents, between elements of governance, employees and students, document analysis and participant observation. As data processing technique was used content analysis by instrumental Atlas Ti. The results of empirical research identifying that the two higher education institutions have improved in terms of internal and external visibility, with respondents who report an improvement in confidence and reputation as a result of adherence to Social responsibility practices. The leader of one of the higher education institutions are recognized by their peers as high commitment to the principles of social responsibility while the other leader is not recognized in the same way. Students do not recognize advantages as a result of social responsibility practices both in terms of trust and organizational reputation.