Integración de las técnicas de mercadeo y la relación estratégica comunitaria

Con el siguiente proyecto se pretende explicar cómo se realiza la integración de las técnicas de mercadeo y la relación estratégica comunitaria, debido a que las organizaciones utilizan conceptos comunitarios. Se analizan las principales estrategias de mercadeo como marketing mix, geomarketing, mercadeo de servicios, mercadeo relacional y mercadeo social. Se explican las técnicas de mercadeo como mercadeo directo, diferenciación de productos, segmentación de mercado, investigación de mercados, inteligencia de mercados, optimización de canales de distribución y comercio electrónico. Adicionalmente, se exponen las estrategias comunitarias como coaliciones comunitarias, organizaciones de base, liderazgo comunitario y empoderamiento. La metodología implementada para este proyecto es de tipo teórico-conceptual y reúne los aportes de varios documentos científicos de diversas áreas del conocimiento. Las fuentes de información, conceptos y teorías se seleccionan según el criterio del investigador en función de las posibilidades descriptivas de la integración propuesta. En esta investigación se concluye que las técnicas y las estrategias de mercadeo permiten la comunicación entre las organizaciones y las comunidades. Esto posibilita que exista participación entre ambas partes y es un factor clave para el surgimiento de la relación estratégica comunitaria. Se recomienda realizar investigaciones posteriores sobre la relación estratégica comunitaria, aplicadas a organizaciones y comunidades.

Identificación y descripción de las características de un líder global

El liderazgo ha sido definido de diferentes maneras por cientos de autores debido al contexto en el que estudian este concepto. Ninguna de estas definiciones es errónea pero algunas han tomado mayor importancia debido a los diferentes factores que enfrenta la sociedad. Desde hace unos años los países se han abierto a diferentes mercados lo cual les ha permitido eliminar las barreras políticas, económicas y culturales existentes. Esto ha llevado a que los líderes deban evaluar la nueva forma de dirigir y direccionar las organizaciones. Este es tan solo uno de los ejemplos que han llevado a modificar el concepto de liderazgo, añadiendo los nuevos retos a los que se ven enfrentados los líderes. En este trabajo de grado se estudia el que se considera uno de los mayores retos de los siglos XX y XXI: la globalización. Este fenómeno ha acercado al mundo a través del intercambio de información, de bienes, de servicios, de conocimientos y sobre todo de cultura. Esto se ha logrado a través de nuevas tecnologías, nuevos servicios de comunicación y transporte, de la ciencia y los avances de la industria. El nuevo líder debe romper la barrera nacional y abrirse a mercados extranjeros, para esto debe contar con ciertas características que le permitirán entender los diferentes mercados y a las personas que se encuentran en este. En este trabajo se identifican las que se consideran las principales características de un líder global; estas son el resultado de la investigación de diferentes autores y estudios.

The CURE scale: a multidimensional measure of service recovery strategy

Purpose – This paper aims to address the gaps in service recovery strategy assessment. An effective service recovery strategy that prevents customer defection after a service failure is a powerful managerial instrument. The literature to date does not present a comprehensive assessment of service recovery strategy. It also lacks a clear picture of the service recovery actions at managers’ disposal in case of failure and the effectiveness of individual strategies on customer outcomes. Design/methodology/approach – Based on service recovery theory, this paper proposes a formative index of service recovery strategy and empirically validates this measure using partial least-squares path modelling with survey data from 437 complainants in the telecommunications industry in Egypt. Findings – The CURE scale (CUstomer REcovery scale) presents evidence of reliability as well as convergent, discriminant and nomological validity. Findings also reveal that problem-solving, speed of response, effort, facilitation and apology are the actions that have an impact on the customer’s satisfaction with service recovery. Practical implications – This new formative index is of potential value in investigating links between strategy and customer evaluations of service by helping managers identify which actions contribute most to changes in the overall service recovery strategy as well as satisfaction with service recovery. Ultimately, the CURE scale facilitates the long-term planning of effective complaint management. Originality/value – This is the first study in the service marketing literature to propose a comprehensive assessment of service recovery strategy and clearly identify the service recovery actions that contribute most to changes in the overall service recovery strategy.

Motivation genom sponsring : En studie som utvärderar sponsringens möjligheter till ökad motivation bland personalen i en organisation

Sponsring är ett utbyte och en marknadsföringsmetod som används av allt fler organisationer. Med syftet att påverka personalen i en organisation är sponsring en relativt oanvänd metod för marknadsföring. Trots detta så påverkar sponsring personalen oavsett organisationens målsättning med sponsring. Syftet med studien är att utvärdera om sponsring fungerar som ett verktyg för motivation i en specifik organisation, sedan utvärderas hur sponsring bidrar till motivation. För att besvara syftet genomfördes en kvantitativ studie i form av en enkätundersökning. Denna genomfördes hos vårt studieobjekt Länsförsäkringar i Gävleborg. Analysen av den insamlade datan har genomförts med stöd av den teoretiska referensramen. Resultatet av studien visar att sponsring kan användas till att motivera personalen på Länsförsäkringar. Dock så är organisationens nuvarande sponsring något som inte tydligt motiverar personalen. Länsförsäkringar vill med sin sponsring bidra till samhället och på så sätt skapa engagemang och stolthet bland personalen. Sponsring får personalen att känna stolthet men däremot inget tydligt engagemang. Länsförsäkringar är bra på att informera personalen om sponsring, däremot så är organisationen inte lika bra på att lyssna till personalens värderingar kring sponsring. Det bristande engagemanget skulle då kunna bero på att personalen inte får tycka till om organisationens sponsring.

O papel da confiança na coprodução

Esse trabalho investigou empiricamente a influência que a confiança que o cliente deposita no prestador de serviços exerce sobre a efetividade da coprodução do cliente em serviços intensivos em conhecimento baseados em tecnologia. Para tanto, foi realizada uma revisão da literatura de marketing de serviços e de gerenciamento de operações sobre a participação do cliente na produção e entrega de serviços, que é o que caracteriza genericamente a coprodução do cliente. Também foi revisada a literatura sobre serviços intensivos em conhecimento, em busca de entender suas características e especificidades, e sobre confiança, especialmente na área de marketing de relacionamento. Sobre a participação do cliente na produção e entrega de serviços, constatou-se que existe na literatura uma visão consagrada que trata o cliente como “funcionário parcial” da empresa durante os encontros de serviços. Essa visão propõe recorrentemente um modelo conceitual em que a efetividade da coprodução do cliente apresenta três antecedentes fundamentais: clareza de papel, motivação e expertise do cliente. Além disso, foi identificada uma proposição teórica especificamente para o setor de serviços intensivos em conhecimento, nunca testada empiricamente, que sugere que esses três antecedentes da efetividade da coprodução são influenciados por um conjunto de comportamentos colaborativos desejáveis, batizados de responsabilidades do papel do cliente. Dessa forma, este trabalho testou um modelo conceitual que estabeleceu a confiança e as responsabilidades do papel do cliente como antecedentes da clareza de papel, motivação e expertise do cliente no processo de coprodução do cliente. Foi utilizada uma abordagem quantitativa e os dados foram levantados junto a profissionais que já participaram de projetos de software na condição de clientes. A coleta de dados usou um questionário estruturado construído a partir de escalas de mensuração de estudos anteriores. As relações entre os conceitos foram testadas por meio da técnica de modelagem de equações estruturais. Os resultados obtidos apresentaram evidências de que a confiança e as responsabilidades do papel do cliente impactam positivamente a clareza de papel, a motivação ou a expertise do cliente, abrindo espaço para pesquisas futuras que aprofundem o entendimento das relações entre esses conceitos e sua importância para a efetividade da coprodução do cliente.

Impacto da servitização no modelo de negócio de empresas manufatureiras : o caso Scania

Muitas empresas manufatureiras buscam aumentar a participação dos serviços em seus negócios. Essa estratégia é conhecida como servitização e significa aumentar a oferta de pacotes combinados de produtos e serviços com foco nos clientes e seus negócios. Porém, a servitização constitui um grande desafio para essas empresas, pois seus modelos de negócio tradicionais tem foco no desenvolvimento, produção e venda de produtos. Esta pesquisa investiga como uma empresa manufatureira modifica seu modelo de negócio para aumentar sua servitização. A pesquisa também analisa quais são as motivações para que uma empresa busque isso e quais são os desafios que ela enfrenta nessa busca. Com esses objetivos, realizou-se um estudo de caso de uma montadora de veículos pesados com operações globais e presença consolidada no Brasil. Conduziu-se entrevistas com 8 executivos da empresa, responsáveis por Vendas, Serviços, Marketing e Produção no Brasil e América Latina. As entrevistas foram combinadas com análise de documentos da empresa entre os anos de 1996 e 2011. Utilizou-se o conceito de modelo de negócio como unidade básica de análise, já que este conceito explica como uma empresa cria, entrega e captura valor. Os resultados mostram que o modelo de negócio da empresa está em transição, de seu foco tradicional em produto, para maior centralidade do cliente e suas operações. A proposta de valor da empresa passou a enfatizar o desempenho de seus pacotes de produtos e serviços nas operações dos clientes, ao invés do foco tradicional na qualidade dos produtos. A empresa também criou novas organizações, processos e métricas com foco nos clientes e novos modelos de receitas, baseados em contratos de risco e na venda de desempenho e disponibilidade. Os resultados mostram que a empresa possui motivações estratégicas, financeiras e de marketing para buscar a servitização. Eles também mostram que o alinhamento das diversas áreas da empresa e de sua rede de parceiros, para maior foco nos clientes e em serviços, ao invés do seu foco tradicional no produto, ainda representa um importante desafio empresarial.

An analysis of the perceived service quality of hospitality industry in Rio de Janeiro through the SERVQUAL model: a multiple case study

Brazil is under political and financial crises where the end seems far away. Because of that, researchers argue that the hotel rooms offered by Rio de Janeiro, built to host the Olympic Games 2016, will be difficult to occupy after the event. It is then necessary for the hotels to understand how guests perceive the service quality in order to adapt to this new era. If guests’ perceptions meet or exceed their expectations, they will be satisfied and will probably return. Thus based on the SERVQUAL approach, this paper aims to study the impact of the service dimensions on the guests’ overall satisfaction at hotels of Rio de Janeiro. Two hotels were considered representative of the city in terms of service quality and customers’ profile. Interviews to the hotel managers were performed, and questionnaires to the guests were administered. Among the five SERVQUAL dimensions – Reliability, Tangibles, Responsiveness, Assurance, and Empathy – the Empathy dimension appears to be the only one that affects the guests’ overall satisfaction. The study could also identify that gender, country of residence, home country and family income have an impact on guests’ satisfaction. This study has no intention of generalization, but rather of refining the theory about services and the SERVQUAL model.

Territórios e sentidos: espaço, cultura, subjetividade e cuidado na atenção psicossocial

In the light of the collective health and of the mental health, the concept of territory is present in multiple dimensions and meanings. It appears in documents that express principles and guidelines of the health policies and in the planning of local actions, and it is a central element to organize the care network in psychosocial attentiveness. This present essay aims to discuss the concept of territory and its uses in the practices of psychosocial care, developing a dialogue with the geographer Milton Santos and the philosophers Gilles Deleuze and Félix Guattari who, from different fields and perspectives, work with this concept. This dialogue made it possible to think the territory in its complexity, as space, process and composition, in order to optimize the relationship between service, culture, production of care and production of subjectivity.

Immigrants in the Czech Republic (With Special Reference to Ukrainian Workers and "Western" Firms Operating in Prague)

International migration has increased rapidly in the Czech Republic, with more than 150,000 legally registered foreign residents at the end of 1996. A large proportion of these are in Prague - 35% of the total in December 1996. The aim of this project was to enrich the fund of information concerning the "environment", reasons and "mechanisms" behind immigration to the Czech Republic. Mr. Drbohlav looked first at the empirical situation and on this basis set out to test certain well-known migration theories. He focused on four main areas: 1) a detailed description and explanation of the stock of foreign citizens legally settled in Czech territory, concentrating particularly on "economic" migrants; 2) a questionnaire survey targeting a total of 192 Ukrainian workers (98 in the fall 1995 and 94 in the fall 1996) working in Prague or its vicinity; 3) a second questionnaire survey of 40 "western" firms (20 in 1996 and 20 in 1997) operating out of Prague; 4) an opinion poll on how the Czech population reacts to foreign workers in the CR. Over 80% of economic immigrants at the end of 1996 were from European countries, 16% from Asia and under 2% from North America. The largest single nationalities were Ukrainians, Slovaks, Vietnamese and Poles. There has been a huge increase in the Ukrainian immigrant community over both space (by region) and time (a ten-fold increase since 1993), and at 40,000 persons this represents one third of all legal immigrants. Indications are that many more live and work there illegally. Young males with low educational/skills levels predominate, in contrast with the more heterogeneous immigration from the "West". The primary reason for this migration is the higher wages in the Czech Republic. In 1994 the relative figures of GDP adjusted for parity of purchasing power were US$ 8,095 for the Czech Republic versus US$ 3,330 for the Ukraine as a whole and US$ 1,600 for the Zakarpatye region from which 49% of the respondents in the survey came. On an individual level, the average Czech wage is about US$ 330 per month, while 50% of the Ukrainian respondents put their last monthly wage before leaving for the Czech Republic at under US$ 27. The very low level of unemployment in the latter country (fluctuating around 4%) was also mentioned as an important factor. Migration was seen as a way of diversifying the family's source of income and 49% of the respondents had made their plans together with partners or close relatives, while 45% regularly send remittances to Ukraine (94% do so through friends or relatives). Looking at Ukrainian migration from the point of view of the dual market theory, these migrants' type and conditions of work, work load and earnings were all significantly worse than in the primary sector, which employs well educated people and offers them good earnings, job security and benefits. 53% of respondents were working and/or staying in the Czech Republic illegally at the time of the research, 73% worked as unqualified, unskilled workers or auxiliary workers, 62% worked more than 12 hours a day, and 40% evaluated their working conditions as hard. 51% had no days off, earnings were low in relation to the number of hours worked. and 85% said that their earnings did not increase over time. Nearly half the workers were recruited in Ukraine and only 4% expressed a desire to stay in the Czech Republic. Network theories were also borne out to some extent as 33% of immigrants came together with friends from the same village, town or region in Ukraine. The number who have relatives working in the Czech Republic is rising, and many wish to invite relatives or children to visit them. The presence of organisations which organised cross-border migration, including some which resort to organising illegal documents, also gives some support for the institutional theory. Mr. Drbohlav found that all the migration theories considered offered some insights on the situation, but that none was sufficient to explain it all. He also points out parallels with many other regions of the world, including Central America, South and North America, Melanesia, Indonesia, East Africa, India, the Middle East and Russia. For the survey of foreign and international firms, those chosen were largely from countries represented by more than one company and were mainly active in market services such as financial and trade services, marketing and consulting. While 48% of the firms had more than 10,000 employees spread through many countries, more than two thirds had fewer than 50 employees in the Czech Republic. Czechs formed 80% plus of general staff in these firms although not more than 50% of senior management, and very few other "easterners" were employed. All companies absolutely denied employing people illegally. The average monthly wage of Czech staff was US$ 850, with that of top managers from the firm's "mother country" being US$ 6,350 and that of other western managers US$ 3,410. The foreign staff were generally highly mobile and were rarely accompanied by their families. Most saw their time in the Czech Republic as positive for their careers but very few had any intention of remaining there. Factors in the local situation which were evaluated positively included market opportunities, the economic and political environment, the quality of technical and managerial staff, and cheap labour and low production costs. In contrast, the level of appropriate business ethics and conduct, the attitude of local and regional authorities, environmental production conditions, the legal environment and financial markets and fiscal policy were rated very low. In the final section of his work Mr. Drbohlav looked at the opinions expressed by the local Czech population in a poll carried out at the beginning of 1997. This confirmed that international labour migration has become visible in this country, with 43% of respondents knowing at least one foreigner employed by a Czech firm in this country. Perception differ according to the region from which the workers come and those from "the West" are preferred to those coming from further east. 49% saw their attitude towards the former as friendly but only 20% felt thus towards the latter. Overall, attitudes towards migrant workers is neutral, although 38% said that such workers should not have the same rights as Czech citizens. Sympathy towards foreign workers tends to increase with education and the standard of living, and the relatively positive attitudes towards foreigners in the South Bohemia region contradicted the frequent belief that a lack of experience of international migration lowers positive perceptions of it.

Percepção do clima de segurança do paciente em instituições hospitalares

Quase um em cada dez pacientes é lesionado ao receber cuidados de saúde e, destes, muitos sofrem lesões incapacitantes ou morte todos os anos. Entendendo a importância e o impacto negativo das falhas na segurança do paciente em âmbito global e a influência que a cultura e o clima de segurança exercem sobre a adoção de ações e decisões mais seguras, este estudo teve por objetivo a analise da cultura de segurança do paciente em instituições hospitalares, por meio da mensuração do clima de segurança. Trata-se de pesquisa quantitativa, transversal, do tipo Survey, em que para a realização da coleta de dados foi aplicado o Questionário de Atitudes de Segurança, adaptação transcultural para o Brasil do Safety Attitudes Questionnaire (SAQ) - Short Form 2006. O estudo ocorreu em dois hospitais gerais do estado de São Paulo, localizados em diferentes regiões metropolitanas, sendo um público e o outro privado. Os profissionais Médicos, Enfermeiros, Técnicos e Auxiliares de Enfermagem, Fisioterapeutas, Farmacêuticos e Nutricionistas, que atuavam nestes hospitais há pelo menos 6 meses, com carga horária de trabalho semanal de no mínimo 20 horas, constituíram a população deste estudo. Foi realizado um estudo piloto com 25 profissionais em cada hospital e a prevalência resultante deste teste foi utilizada no cálculo do tamanho amostral com nível de significância de 5%, erro relativo de 10% e perda de 20%, resultando em um total de 235 participantes. Os profissionais escolhidos como parte da amostra foram sorteados empregando-se amostragem aleatória simples computadorizada. As variáveis de cada domínio da escala quando testadas pelo Teste Kolmogorov-Smirnov não apresentaram normalidade. Deste modo, foi aplicado o Teste Mann-Whitney para comparar os valores das pontuações entre os hospitais e entre as categorias profissionais. Com relação aos resultados houve índice de participação de 86,8% da amostra sorteada, prevalecendo os sujeitos com 5 a 20 anos de tempo na especialidade, do gênero feminino, e trabalhadores da enfermagem. Não houve diferenças significantes dentre as pontuações obtidas pelos dois hospitais. Os participantes do estudo apresentaram percepção negativa quanto ao clima de segurança do paciente, com domínios Reconhecimento do Estresse e Percepção da Gestão apresentando resultados negativos, tanto para a amostra como um todo quanto por hospital. Os domínios Clima de Trabalho em Equipe, Satisfação no Trabalho e Comportamento Seguro/Práticas Seguras resultaram em percepções positivas para todas as categorias profissionais. Já o domínio Percepção da Gestão do Hospital resultou em percepção negativa para todas estas. Os Médicos e os Técnicos e Auxiliares de Enfermagem apresentaram percepções negativas em mais domínios. Em contrapartida, os Enfermeiros foram os únicos a apresentar atitude de segurança do paciente positiva, com escore total do SAQ exibindo diferença significante quando comparado a todas as outras categorias, apresentando também percepção positiva em maior número de domínios. Concluiu-se que existe a necessidade de abordagem relacionada ao Reconhecimento do Estresse dos profissionais, além dos aspectos do Gerenciamento. As categorias profissionais diferiram entre si com relação às percepções sobre a atitude de segurança do paciente. Desta forma, o desenvolvimento da cultura de segurança deve englobar todas as categorias profissionais, uma vez que esta abrange toda a organização, destacando-se a necessidade de enfoque de ações com relação a categoria dos Médicos e dos Técnicos e Auxiliares de Enfermagem. Além disso, ficou evidente o papel de destaque e liderança dos profissionais Enfermeiros nos processos de melhoria da qualidade, e colocando-os em posição privilegiada para conduzir os esforços de melhoria contínua da qualidade nos serviços de saúde

The differentiated effects of CSR actions in the service industry

Purpose – The purpose of this study is to attempt to explain why the impact of Corporate Social Responsibility (CSR) initiatives may be different and/or more important in service firms compared to manufacturing firms. CSR is becoming a common strategy, hence its extensive research. Central to it is the analysis of the effect of CSR on a firm’s performance, whose outcome depends on firm-specific and industry-related factors. Design/methodology/approach – The event study methodology is applied to all the 248 companies that have ever traded on the Spanish Stock Market between 1990 and 2007. A regression analysis examines potential different effects of CSR on service and goods firms. Findings – The results show that CSR activities have a positive impact on firm performance that is higher for service firms than for manufacturing firms. Actions related to the environment, responsible labor relationships and good corporate governance are especially important in the service context. Research limitations/implications – This research is focused on shareholders’ performance, but it does not consider other stakeholders, such as real consumer behavior or employees’ commitment and productivity. Practical implications – Service firms are likely to gain from focusing on some CSR activities (environment, employees and good corporate governance) and should use their responsible behavior as a valuable tool for public relations and differentiation in the market. Originality/value – This article is the first attempt to empirically test and explain why the relationship between CSR and firm performance may be different (more positive) for service vs manufacturing firms.

Agriculture, Rural Development, Food and Drug Administration, and related agencies appropriations for 2012 : hearings before a Subcommittee of the Committee on Appropriations, House of Representatives, One Hundred Twelfth Congress, first session /

Shipping list number: 2011-0276-P (pt. 1A), 2011-0274-P (pt. 1B), 2011-0283-P (pt. 1C), 2011-0318-P (pt. 2), 2011-0339-P (pt. 4), 2011-0366-P (pt. 5), 2011-0375-P (pt. 6), 2011-0367-P (pt. 7), 2011-0372-P (pt. 8), 2012-0014-P (pt. 9).

An investigation into the antecedents of goal congruence in retail-service settings

The authors report the results of two studies that model the antecedents of goal congruence in retail-service settings. They draw the antecedents from extant research and propose that goal congruence is related to employees' perceptions of morale, leadership support, fairness in reward allocation, and empowerment. They hypothesize and test direct and indirect relationships between these constructs and goal congruence. Results of structural equations modeling suggest an important mediating role for morale and interesting areas of variation across retail and service settings.

A model of service performance enhancement:the role of transactional and transformational leadership

This paper is concerned with the ways in which transactional and transformational leadership styles can improve the service performance of front-line staff. Past literature on services marketing has indicated the importance of leadership but has largely ignored the parallel literature in which leadership styles have been conceptualized and operationalized (e.g., sales management, organizational psychology). This paper seeks to build upon existing services marketing theory by introducing the role of leadership styles in enhancing service performance. Consequently, a conceptual framework of the effect of transactional and transformational leadership styles on service performance, anchored in a crossdisciplinary literature review, is developed. Managerial implications and future research directions are also discussed.

Service encounter conceptualisation:employees' service behaviours and customers' service quality perceptions

The enhancement of service quality is an area of optimal managerial relevance that has, to date, received minimal attention in the literature. Because customers' service quality evaluations are based almost entirely upon the behaviours of frontline employees, organisations rely heavily upon these employees to improve overall service quality provision. However, much of the literature looking at service quality enhancement lacks detail when examining the impact of employee service-related behaviours on customers' service quality perceptions. As a result, this paper comprehensively conceptualises those front-line employee behaviours which are the most likely to enhance customers' service quality perceptions. This conceptualisation is grounded in an extensive review of the services marketing literature, pooling together previously disparate research strands. Formal hypotheses are presented. Implications and future research directions are also discussed.