A importância da marca no processo de tomada de decisão de compra industrial

Dissertação de Mestrado apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, com especialização em Marketing e Comunicação Estratégica.

An application of Keller’s Brand Equity Model in a B2B context

Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). While the power of branding is widely acknowledged in consumer markets, the nature and importance of branding in industrial markets remains under-researched. Many business-to-business (B2B) strategists have claimed brand-building belongs in the consumer realm. They argue that industrial products do not need branding as it is confusing and adds little value to functional products (Collins, 1977; Lorge, 1998; Saunders and Watt, 1979). Others argue that branding and the concept of brand equity however are increasingly important in industrial markets, because it has been shown that what a brand means to a buyer can be a determining factor in deciding between industrial purchase alternatives (Aaker, 1991). In this context, it is critical for suppliers to initiate and sustain relationships due to the small number of potential customers (Ambler, 1995; Webster and Keller, 2004). To date however, there is no model available to assist B2B marketers in identifying and measuring brand equity. In this paper, we take a step in that direction by operationalising and empirically testing a prominent brand equity model in a B2B context. This makes not only a theoretical contribution by advancing branding research, but also addresses a managerial need for information that will assist in the assessment of industrial branding efforts.

Value-adding to cellulosic ethanol: Lignin polymers

Lignocellulosic waste materials are the most promising feedstock for generation of a renewable, carbon-neutral substitute for existing liquid fuels. The development of value-added products from lignin will greatly improve the economics of producing liquid fuels from biomass. This review gives an outline of lignin chemistry, describes the current processes of lignocellulosic biomass fractionation and the lignin products obtained through these processes, then outlines current and potential value-added applications of these products, in particular as components of polymer composites. Research highlights The use of lignocellulosic biomass to produce platform chemicals and industrial products enhances the sustainability of natural resources and improves environmental quality by reducing greenhouse and toxic emissions. In addition, the development of lignin based products improves the economics producing liquid transportation fuel from lignocellulosic feedstock. Value adding can be achieved by converting lignin to functionally equivalent products that rely in its intrinsic properties. This review outlines lignin chemistry and some potential high value products that can be made from lignin. Keywords: Lignocellulose materials; Lignin chemistry; Application

Produsage: a closer look at continuing developments

The concept of produsage developed from the realisation that new language was needed to describe the new phenomena emerging from the intersection of Web 2.0, user-generated content, and social media since the early years of the new millennium. When hundreds, thousands, maybe tens of thousands of participants utilise online platforms to collaborate in the development and continuous improvement of a wide variety of content – from software to informational resources to creative works –, and when this work takes place through a series of more or less unplanned, ad hoc, almost random cooperative encounters, then to describe these processes using terms which were developed during the industrial revolution no longer makes much sense. When – exactly because what takes place here is no longer a form of production in any conventional sense of the word – the outcomes of these massively distributed collaborations appear in the form of constantly changing, permanently mutable bodies of work which are owned at once by everyone and no-one, by the community of contributors as a whole but by none of them as individuals, then to conceptualise them as fixed and complete products in the industrial meaning of the term is missing the point. When what results from these efforts is of a quality (in both depth and breadth) that enables it to substitute for, replace, and even undermine the business model of long-established industrial products, even though precariously it relies on volunteer contributions, and when their volunteering efforts make it possible for some contributors to find semi- or fully professional employment in their field, then conventional industrial logic is put on its head.

Preparative deracemization of unnatural amino acids

Unnatural amino acids are a growing class of intermediates required for pharmaceuticals, agrochemicals and other industrial products. However, no single method has proven sufficiently versatile to prepare these compounds broadly at scale. To address this need, we have developed a general chemoenzymatic process to prepare enantiomerically pure L- and D-amino acids in high yield by deracemization of racemic starting materials. This method involves the concerted action of an enantioselective oxidase biocatalyst and a non-selective chemical reducing agent to effect the stereoinversion of one enantiomer and can result in an enantiomeric excess of >99% from the starting racemate, and product yields of over 90%. This approach compares very favourably with resolution processes, which have a maximum single-pass yield of 50%. We have developed efficient methods to adapt the process towards new target compounds and to optimize key factors that influence process efficiency and offer competitive economics at scale.

A proteomic view of probiotic Lactobacillus rhamnosus GG

Lactobacillus rhamnosus GG is a probiotic bacterium that is known worldwide. Since its discovery in 1985, the health effects and biology of this health-promoting strain have been researched at an increasing rate. However, knowledge of the molecular biology responsible for these health effects is limited, even though research in this area has continued to grow since the publication of the whole genome sequence of L. rhamnosus GG in 2009. In this thesis, the molecular biology of L. rhamnosus GG was explored by mapping the changes in protein levels in response to diverse stress factors and environmental conditions. The proteomics data were supplemented with transcriptome level mapping of gene expression. The harsh conditions of the gastro-intestinal tract, which involve acidic conditions and detergent-like bile acids, are a notable challenge to the survival of probiotic bacteria. To simulate these conditions, L. rhamnosus GG was exposed to a sudden bile stress, and several stress response mechanisms were revealed, among others various changes in the cell envelope properties. L. rhamnosus GG also responded in various ways to mild acid stress, which probiotic bacteria may face in dairy fermentations and product formulations. The acid stress response of L. rhamnosus GG included changes in central metabolism and specific responses related to the control of intracellular pH. Altogether, L. rhamnosus GG was shown to possess a large repertoire of mechanisms for responding to stress conditions, which is a beneficial character of a probiotic organism. Adaptation to different growth conditions was studied by comparing the proteome level responses of L. rhamnosus GG to divergent growth media and to different phases of growth. Comparing different growth phases revealed that the metabolism of L. rhamnosus GG is modified markedly during shift from the exponential to the stationary phase of growth. These changes were seen both at proteome and transcriptome levels and in various different cellular functions. When the growth of L. rhamnosus GG in a rich laboratory medium and in an industrial whey-based medium was compared, various differences in metabolism and in factors affecting the cell surface properties could be seen. These results led us to recommend that the industrial-type media should be used in laboratory studies of L. rhamnosus GG and other probiotic bacteria to achieve a similar physiological state for the bacteria as that found in industrial products, which would thus yield more relevant information about the bacteria. In addition, an interesting phenomenon of protein phosphorylation was observed in L. rhamnosus GG. Phosphorylation of several proteins of L. rhamnosus GG was detected, and there were hints that the degree of phosphorylation may be dependent on the growth pH.

Gestão de documentos no Poder Legislativo: análise do funcionamento de uma Comissão Parlamentar de Inquérito

Estudo de caráter exploratório que visa analisar o funcionamento de uma Comissão Parlamentar de Inquérito da Câmara dos Deputados a partir do ferramental metodológico da gestão de documentos e da arquivologia. A pesquisa foi realizada a partir das fontes primárias do acervo da Comissão Parlamentar de Inquérito da Pirataria de Produtos Industrializados. As unidades da Câmara dos Deputados objeto de análise foram a Coordenação de Arquivo e o Departamento de Comissões. A interpretação dos dados e a discussão teórica apoiaram-se na literatura especializada nas áreas de gestão de documentos, arquivologia, ciência da informação. A implantação da gestão de documentos foi analisada tendo em conta a sua relevância para o alcance da transparência administrativa. Foram analisados os tipos de controle realizados pelos parlamentos e abordadas as principais características das Comissões Parlamentares de Inquérito. Os resultados indicaram que: i) a gestão de documentos é uma importante ferramenta de gerenciamento para as modernas administrações; ii) a aplicação da gestão de documentos nas Comissões Parlamentares de Inquérito pode contribuir para maior eficácia desses instrumentos legislativos de investigação; iii) a implantação de um programa de gestão de documentos possibilita maior acesso do público aos documentos e às informações da instituição.

Coding for information storage

Storage systems are widely used and have played a crucial rule in both consumer and industrial products, for example, personal computers, data centers, and embedded systems. However, such system suffers from issues of cost, restricted-lifetime, and reliability with the emergence of new systems and devices, such as distributed storage and flash memory, respectively. Information theory, on the other hand, provides fundamental bounds and solutions to fully utilize resources such as data density, information I/O and network bandwidth. This thesis bridges these two topics, and proposes to solve challenges in data storage using a variety of coding techniques, so that storage becomes faster, more affordable, and more reliable.

We consider the system level and study the integration of RAID schemes and distributed storage. Erasure-correcting codes are the basis of the ubiquitous RAID schemes for storage systems, where disks correspond to symbols in the code and are located in a (distributed) network. Specifically, RAID schemes are based on MDS (maximum distance separable) array codes that enable optimal storage and efficient encoding and decoding algorithms. With r redundancy symbols an MDS code can sustain r erasures. For example, consider an MDS code that can correct two erasures. It is clear that when two symbols are erased, one needs to access and transmit all the remaining information to rebuild the erasures. However, an interesting and practical question is: What is the smallest fraction of information that one needs to access and transmit in order to correct a single erasure? In Part I we will show that the lower bound of 1/2 is achievable and that the result can be generalized to codes with arbitrary number of parities and optimal rebuilding.

We consider the device level and study coding and modulation techniques for emerging non-volatile memories such as flash memory. In particular, rank modulation is a novel data representation scheme proposed by Jiang et al. for multi-level flash memory cells, in which a set of n cells stores information in the permutation induced by the different charge levels of the individual cells. It eliminates the need for discrete cell levels, as well as overshoot errors, when programming cells. In order to decrease the decoding complexity, we propose two variations of this scheme in Part II: bounded rank modulation where only small sliding windows of cells are sorted to generated permutations, and partial rank modulation where only part of the n cells are used to represent data. We study limits on the capacity of bounded rank modulation and propose encoding and decoding algorithms. We show that overlaps between windows will increase capacity. We present Gray codes spanning all possible partial-rank states and using only ``push-to-the-top'' operations. These Gray codes turn out to solve an open combinatorial problem called universal cycle, which is a sequence of integers generating all possible partial permutations.

Desindustrialização no Brasil Sintomas e causas

Este trabalho pretende contribuir para o entendimento sobre a desindustrialização brasileira, bem como propor uma reflexão sobre o futuro das políticas de governo atualmente vigentes. Para isso, procurou-se inicialmente avaliar a literatura nacional e estrangeira sobre o tema da desindustrialização. O objetivo é, portanto, observar através dos dados e indicadores mais recomendados pela literatura existente, se o Brasil apresenta, realmente, sinais de que está passando por um processo de desindustrialização. Os agregados econômicos analisados foram: emprego, produto e o setor externo. As respectivas séries revelaram, em seu conjunto, que o Brasil está enfrentando, desde meados dos anos 1980, o fenômeno da desindustrialização. As principais causas que contribuem para explicar o porquê desse processo são: o avanço das commodities na pauta exportadora brasileira, a recente valorização da moeda nacional, a baixa densidade tecnológica dos produtos industriais brasileiros, as mudanças de políticas econômicas dos anos 1980 e 1990 e, finalmente, o processo geral recente do capitalismo, no contexto de um mundo globalizado.

Pegada hídrica de aglomerados subnormais: o caso do Bairro Rocinha / Rio de Janeiro.

A água é essencial à manutenção da vida. No entanto, com as situações de estresse hídrico - disponibilidade hídrica inferior a 1.700 m per capita ao ano (FALKENMARK, 1989) - vivenciadas em diversos pontos do planeta, somadas ao acelerado crescimento da população mundial, os problemas relacionados ao uso da água tendem a aumentar. Neste contexto, a pegada hídrica (PH), que é um indicador de sustentabilidade ambiental, se torna uma importante ferramenta de gestão de recursos hídricos pois indica o consumo de água doce com base em seus usos. O presente trabalho objetiva mensurar a pegada hídrica em função das componentes industrial, doméstica e alimentar da população do bairro Rocinha, um aglomerado subnormal localizado no município do Rio de Janeiro. A pesquisa se deteve a um Estudo de Caso de 20 sub-bairros da comunidade. Sua abordagem foi quantitativa, contando com uma amostra de 203 domicílios, erro amostral de 7% e grau de confiança de 93%. Para tal, foi utilizada como ferramenta de cálculo o modelo Water Footprint Network do ano de 2005. Os resultados indicaram que, em média, a PH dos indivíduos que compõem a amostra é de 1715 m/ano per capita assim divididos: PH de consumo doméstico de água de 175 m/ano per capita (479 l/hab.dia); PH de produtos agrícolas igual a 1470 m/ano per capita, e PH de produtos industrializados de 70 m/ano per capita. Os resultados obtidos sugerem que os indivíduos da amostra com uma maior despesa mensal tendem a ter pegadas hídricas industrial e total também maiores.

Bioenergética mitocondrial do coração na obesidade induzida por dieta ocidental em camundongos Swiss

A obesidade, doença resultante do acúmulo excessivo de gordura corporal, é importante fator de risco para diabetes mellitus tipo 2, dislipidemias e doenças cardiovasculares, doenças de alta prevalência em todo o mundo. O processo de transição nutricional decorrente da globalização contribuiu para o crescente número de indivíduos com obesidade, principalmente pela modificação nos hábitos alimentares da população, com ampla inclusão de produtos industrializados ricos em gordura saturada, sal e açúcar, denominada dieta ocidental. Os mecanismos pelos quais a obesidade induzida por dieta leva ao desenvolvimento de doenças cardiovasculares ainda não estão completamente esclarecidos na literatura, porém sabe-se que a obesidade leva ao comprometimento da função cardíaca e do metabolismo energético, aumentando a morbidade e mortalidade. Em grande parte dos estudos relacionados à obesidade, o metabolismo energético celular comprometido associa-se à disfunção mitocondrial. Neste contexto, torna-se importante avaliar a função mitocondrial na obesidade, visto que as mitocôndrias são organelas com funções-chave no metabolismo energético. No presente estudo, avaliamos inicialmente o efeito obesogênico da dieta ocidental em camundongos Swiss por 16 semanas a partir do desmame. Para tal, analisamos a ingestão alimentar, evolução da massa corporal, Índice de Lee, peso das gorduras epididimal e retroperitoneal, peso e morfologia do fígado, relação entre o peso do fígado/massa corporal, peso do ventrículo esquerdo (VE)/massa corporal, glicemia de jejum e teste intraperitoneal de tolerância à glicose. Avaliamos também o consumo de oxigênio das fibras cardíacas através da respirometria de alta resolução. Além disso, o conteúdo das proteínas envolvidas no metabolismo energético: Carnitina Palmitoil Transferase 1 (CPT1), proteína desacopladora 2 (UCP2), Transportadores de glicose 1 e 4 (GLUT1 e GLUT4), proteína quinase ativada por AMP (AMPK), proteína quinase ativada por AMP fosforilada (pAMPK), receptor de insulina β (IRβ) e substrato do receptor de insulina 1 (IRS-1) foi determinado por western blotting. Nossos resultados confirmaram o caráter obesogênico da dieta ocidental, visto que os camundongos submetidos a esta dieta (GO), apresentaram-se hiperfágicos (P<0,001) e obesos (72,031,82, P<0,001), com aumento progressivo no ganho de massa corporal. Além do aumento significativo dos parâmetros: Índice de Lee (362,902,44, P<0,001), gorduras epididimal e retroperitonial (3,310,15 e 1,610,11, P<0,001), relação entre o peso do fígado/massa corporal (0,060,003, P<0,001) e peso de ventrículo esquerdo (VE)/massa corporal (0,080,002, P<0,01), hiperglicemia de jejum (192,1014,75, P<0,01), intolerância à glicose (P<0,05, P<0,01) e deposição ectópica de gordura no fígado. A respirometria de alta resolução evidenciou disfunção mitocondrial cardíaca no grupo GO, com reduzida capacidade de oxidação de carboidratos e ácidos graxos (P<0,001) e aumento do desacoplamento entre a fosforilação oxidativa e a síntese de ATP (P<0,001). Os resultados de western blotting evidenciaram aumento nos conteúdos de CPT1 (1,160,08, P<0,05) e UCP2 (1,080,06, P<0,05) e redução no conteúdo de IRS-1 (0,600,08, P<0,05). Não houve diferença significativa nos conteúdos de GLUT1, GLUT4, AMPK, pAMPK, pAMPK/AMPK e IRβ. Em conclusão, o consumo da dieta ocidental resultou no desenvolvimento de obesidade com disfunção mitocondrial associada a alterações no metabolismo energético.

Enzymatic activities in constructed wetlands and di-n-butyl phthalate (DBP) biodegradation

The bioaccumulation of phthalate acid esters (PAEs) from industrial products and their mutagenic action has been suggested to be a potential threat to human health. The effects of the most frequently identified PAE, Di-n-butyl phthalate (DBP), and its biodegradation, were examined by comparison of two small scale plots (SSP) of integrated vertical-flow constructed wetlands. The influent DBP concentration was 9.84 mg l(-1) in the treatment plot and the control plot received no DBP. Soil enzymatic activities of dehydrogenase, catalase, protease, phosphatase, urease, cellulase, beta-glucosidase, were measured in the two SSP after DBP application for 1 month and 2 months, and 1 month after the final application. Both treatment and control had significantly higher enzyme activity in the surface soil than in the subsurface soil (P < 0.001) and greater enzyme activity in the down-flow chamber than in the up-flow chamber (P < 0.05). In the constructed wetlands, DBP enhanced the activities of dehydrogenase, catalase, protease, phosphatase and inhibited the activities of urease, cellulase and beta-glucosidase. However, urease, cellulase, beta-glucosidase activities were restored 1 month following the final DBP addition. Degradation of DBP was greater in the surface soil and was reduced in sterile soil, indicating that this process may be mediated by aerobic microorgansims. DBP degradation fitted a first-order model, and the kinetic equation showed that the rate constant was 0.50 and 0.17 d(-1), the half-life was 1.39 and 4.02 d, and the r(2) was 0.99 and 0.98, in surface and subsurface soil, respectively. These results indicate that constructed wetlands are able to biodegrade organic PA-Es such as DBP. (c) 2005 Elsevier Ltd. All rights reserved.

Studies on some aspect of biology and utilisation of mantis-Shrimp Oratosquilla nepa(LATREILLA) (Crutacea stomatopoda)

The thesis is a study undertaken to understand the distribution pattern of Q nega in Cochin waters for better exploitation of the resource and to learn the biological aspects of the animal which has a direct bearing on its utilization for producing different products .The study also presents a thorough knowledge on the size groups available during different seasons for judicious exploitation and utilization of the resource and the changes in the biochemical composition of Q nega during different seasons so as to utilize it properly for producing suitable products throughout the year. The thesis also tests the suitability of the material for producing different products and to test the acceptability of the same for human consumption. The study also aims to show that Squilla can be utilized for the production of industrial products like chitin and chitosan.

Identificación y análisis de las oportunidades de exportación de productos agrícolas y agro-industriales potenciales desde Colombia hacia Estados Unidos - periodo de estudio: 2003 a 2012

Una de las mayores brechas que tienen los empresarios colombianos es la falta de información sobre las opciones de exportación hacia otros países, especialmente con Estados Unidos siendo uno de los principales socios comerciales que tiene Colombia. Por esta razón el presente trabajo de investigación se propuso identificar y analizar las oportunidades de exportaciones de productos agrícolas y agro-industriales potenciales desde Colombia hacia Estados Unidos en el periodo de 2003 hasta 2012. Después de contextualizar el entorno de los dos países así como el del sector agrícola de cada uno de ellos; se procedió a la selección de diez sub-partidas arancelarias a través de las bases de datos de TRADE MAP y UN COMTRADE. Con base en los resultados observados, se eligieron los dos productos agrícolas o agro-industriales potenciales para la exportación hacia Estados Unidos; adicionalmente se exploró el Tratado de Libre Comercio con dicho país para reconocer las ventajas, beneficios y oportunidades que este acuerdo generó en los productos seleccionados. Por lo tanto se concluye que Estados Unidos influye significativamente en las relaciones tanto comerciales como financieras a nivel mundial. En el caso de Colombia ha alcanzado resultados positivos en la balanza comercial, niveles óptimos de inversión y crecimiento de la economía comercial. Finalmente se puede afirmar que el Tratado de Libre Comercio entre los dos países promueve el ingreso preferencial de manera permanente, genera mayor estabilidad, competitividad en el largo plazo y acceso a mercados al agilizar los procesos normativos de los productos agrícolas y agro-industriales.

Comparación subsector agroindustrial colombiano versus el argentino y potencial de exportación de productos agrícolas a Brasil y Argentina

Este artículo contiene información sobre la evolución de las exportaciones colombianas a los países miembros del Mercosur. En él se presenta el potencial exportador de productos agrícolas colombianos, profundizando especialmente en los beneficios generados por el acuerdo que en la actualidad se encuentra vigente. Como parte fundamental, se analizan las variaciones que han venido teniendo los mercados, las cuales han generado el déficit de la balanza comercial de Colombia con respecto a Brasil y Argentina, que son los que representan la mayor actividad comercial ejecutada dentro de los países miembros (Argentina, Brasil, Paraguay y Uruguay). Teniendo en cuenta estas variaciones, se abordan los efectos que ha generado la devaluación del real frente al dólar y sus consecuencias en las exportaciones e importaciones de productos colombianos por parte de Brasil. Así mismo, se realiza un análisis de las cifras de importaciones y exportaciones de los productos principales agroindustriales por Brasil y Argentina