Comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences

The focus of this project is going to be, as the title indicates, on the comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences. In order to do that, I have selected the company Nestlé to analyze the marketing decisions it makes across national boundaries to market the brand of Kit Kat and keep it as a leader snack worldwide. After having analyzed the brand in all continents, I can say the execution of the strategy used by Nestlé with Kit Kat really matches the planning of the strategy which is to think globally and act locally. Nestlé uses global brand identity but, from the internal point of view, it uses local ingredients and gives autonomy to its local branches based in different countries to make pricing and distributions decisions and therefore satisfy different consumers’ needs and preferences in local environments where changes happen very rapidly. The “glocal” approach to marketing is an effective way for Nestlé Kit Kat to stay focused on the consumer in worldwide markets.

Avaliação das habilidades de compreensão e expressão em criança com paralisia cerebral através do uso da comunicação alternativa: contribuições para uma Investigação Transcultural

A linguagem e a comunicação são certamente as aquisições mais notáveis e significativas no processo de evolução humana. A fala é apenas um das formas da linguagem, embora seja a mais empregada pelo ser humano. Cerca de uma em cada duzentas pessoas é incapaz de comunicar-se através da fala devido a problemas neurológicos, físicos, emocionais e cognitivos, como é o caso das pessoas com paralisia cerebral, autismo, deficiência intelectual e alterações cognitivas. Nestes casos, pode ser necessário o uso da comunicação alternativa. A Comunicação Alternativa é definida como qualquer forma de comunicação diferente da fala, como o uso gestos manuais, expressões faciais e corporais, símbolos gráficos, linguagem alfabética, voz digitalizada ou sintetizada dentre outros, e é utilizada em contextos de comunicação face a face. O objetivo do presente trabalho é descrever e analisar os padrões comunicativos de duas crianças de doze anos de idade, Tereza, com paralisia cerebral não oralizada que faz uso de sistema alternativo de comunicação, e Alicia, com desenvolvimento normal e que faz uso da fala (sujeito controle). Este estudo faz parte de um projeto transcultural cujo objetivo é descrever como ocorre a compreensão e a expressão de determinados tipos de enunciados gráficos em crianças e jovens de diferentes idades e em diferentes países que utilizam sistemas alternativos de comunicação, e como estes enunciados são compreendidos por seus parceiros - pais, professores e pares. O sistema de comunicação utilizado pela criança com paralisia cerebral consistia de fotografias e do sistema PCS (Picture Communication System), no formato de um livro de comunicação. Para a coleta de dados foram utilizados os seguintes instrumentos: entrevistas semi-estruturadas com os pais e professora de Tereza, Tereza e Alicia; avaliação do sistema de comunicação e da educação da criança realizada pelos pais e pela professora de Tereza; instrumentos normatizados de avaliação da inteligência, da linguagem receptiva, aplicados em ambas as participantes; instrumento aplicado em Tereza para avaliar suas habilidades motoras; tarefas comunicativas aplicadas às duas meninas (provas de compreensão e produção). Os dados revelaram maior competência e conhecimento da mãe quanto ao uso do sistema de comunicação alternativa, bem como no favorecimento do desenvolvimento da linguagem alternativa da criança especial. O envolvimento da professora quanto ao emprego da comunicação alternativa por Tereza em sala de aula foi limitado. Os dados também ressaltaram dificuldades na linguagem compreensiva e expressiva de Tereza que pareceram estar relacionadas à falta de vivência, ao reduzido uso da linguagem alternativa por parte dos interlocutores da criança, bem como à diferença entre as organizações sintáticas da linguagem gráfica e da linguagem oral. Os resultados revelaram portanto a dificuldade de Tereza nas tarefas comunicativas, mas também apontaram para a necessidade de um treinamento mais sistemático no uso desses sistemas direcionados a esses jovens especiais e seus interlocutores.

Building TRACE (translations censored) theatre corpus: some methodological questions on text selection

Editores:Micaela Muñoz-Calvo; Carmen Buesa-Gómez

"Heroes" and "Villains" of World History across Cultures

Emergent properties of global political culture were examined using data from the World History Survey (WHS) involving 6,902 university students in 37 countries evaluating 40 figures from world history. Multidimensional scaling and factor analysis techniques found only limited forms of universality in evaluations across Western, Catholic/Orthodox, Muslim, and Asian country clusters. The highest consensus across cultures involved scientific innovators, with Einstein having the most positive evaluation overall. Peaceful humanitarians like Mother Theresa and Gandhi followed. There was much less cross-cultural consistency in the evaluation of negative figures, led by Hitler, Osama bin Laden, and Saddam Hussein. After more traditional empirical methods (e.g., factor analysis) failed to identify meaningful cross-cultural patterns, Latent Profile Analysis (LPA) was used to identify four global representational profiles: Secular and Religious Idealists were overwhelmingly prevalent in Christian countries, and Political Realists were common in Muslim and Asian countries. We discuss possible consequences and interpretations of these different representational profiles.

Safety Training and Oceanic Fishing

This paper reports on the cultural adaptation of Atlantic commercial fishermen to the danger of their occupation and efforts to ameliorate that danger through safety training programs. The research is directed towards measuring fishermen's patterns of subjective perceived danger and assessing the impact of safety training on these patterns of thinking. Safety training for commercial fishermen has unique problems owing to a culture that relies heavily on the trivialization or denial of the dangers associated with the work (Binkley, 1995; Poggie et al., 1995, 1996; Pollnac et al., 1995). Hence, understanding the efficacy of various approaches to safety training is important in promoting greater safety at sea, for this understanding will help create the most effective programs.

Empatia e trajetórias de desenvolvimento em famílias de jovens do Rio de Janeiro

A empatia, definida como a habilidade de compartilhar, compreender e de expressar o entendimento dos pensamentos e sentimentos dos outros, tem sido amplamente estudada. As trajetórias de desenvolvimento, que representam os diversos caminhos que o desenvolvimento do self pode tomar, também têm sido amplamente estudadas por pesquisadores transculturais, geralmente em contextos prototípicos e envolvendo três modelos de desenvolvimento do self: autonomia, interdependência e autonomia relacionada. Estudos anteriores mostraram que os participantes do Rio de Janeiro tendem para a autonomia relacionada, equlibrando características autônomas e relacionais, que são parte do nosso ambiente sociocultural, no qual habilidades sociais, como a empatia, são requeridas. O desenvolvimento da empatia pode ser relacionado à demanda ambiental por comportamentos, de acordo com aspectos sociodemográficos e valores compartilhados. Esta tese visa apresentar dados de 106 famílias do Rio de Janeiro: pai (idade média M = 51,6 anos), mãe (idade média M = 48,3 anos) e seus filhos jovens (17-25 anos, idade média M = 20,9 anos, 67,9% mulheres). A maioria dos pais, mães e dos filhos tinham Ensino Superior incompleto ou acima. Este estudo objetivou investigar a relação entre empatia e os modelos de desenvolvimento de self e a transmissão transgeracional em contexto não prototípico. O Inventário de Empatia de Falcone e colaboradores (IE) foi utilizado para avaliar a empatia. As Escalas de Desenvolvimento do Self de Kağitçibaşi (EDS), (Self Autônomo (AutS), Self Interdependente (IntS) de Self Autônomo-Relacionado (ARS)) foram utilizadas para avaliar o modelo de desenvolvimento do self. Filhos também responderam quantas horas semanais conviviam com pais e mães. Testes t pareados mostraram, como esperado, que os escores de ARS foram os mais altos para todos os participantes. Correlações de Pearson foram feitas entre os escores de IE e EDS de ambos os pais e filhos. Os escores de ARS de pais, mães e filhos correlacionaram-se positivamente, assim como seus escores de IE. Examinando entre instrumentos, para pais e filhos, altos escores em ARS foram correlacionados a altos escores de IE. O tempo de convívio relatado entre pais e filhos correlacionou-se com IntS e IE dos pais. Para testar o modelo teórico proposto de ARS de pais e mães e dos filhos e a empatia de ambos os pais como preditores da empatia dos filhos, análises de regressão foram utilizadas. A empatia dos pais e das mães previu, separadamente, a empatia dos filhos, mas não em conjunto. Nenhum dos escores ARS dos participantes previu o IE dos filhos. Estes resultados favorecem a hipótese da prevalência de selves autônomo-relacionados no Rio de Janeiro. Pais, mães e filhos mostraram similaridades e tiveram relações importantes entre seus escores de EDS, assim como para o IE. Apesar de o modelo com todos juntos não ter sido significativo, separadamente o IE de pais e de mães predisse o IE dos filhos. Este resultado sugere que a empatia parental pode ter algum efeito sobre a dos filhos jovens, mas não o modelo parental de desenvolvimento do self, inesperadamente. De modo interessante, os pais apresentaram um papel importante no desenvolvimento de seus filhos

Crossmodal effects of Guqin and piano music on selective attention: An event-related potential study

To compare the effects of music from different cultural environments (Guqin: Chinese music; piano: Western music) on crossmodal selective attention, behavioral and event-related potential (ERP) data in a standard two-stimulus visual oddball task were reco

教养方式、亲子关系对青少年给予母亲情感支持的影响

Emotional support, as an important form of social supports, has great impact on the life of both caregivers and receivers. Many studies on adult children and old parents indicate that emotional support is closely related to parents’ well-being, and the relation quality between old parents and adult children is one of the factors influencing adult children’s support offering. However, the study on adolescents’ emotional support to their parents is quite rare. What’s more, it has been found that emotional support skills children have learnt at home have life-time influence on children’s response to other’s emotional needs. It is assumed that to some extent the emotional support styles between parents and adolescents are relatively stable, and they are related to the care children give to their parents after they advance to old age. Hence, it is necessary to study the emotional support of adolescent in order to at last improve the well-being of old parents. Totally speaking, the aim of this study is to explore the relation between parenting styles and adolescents’ emotional support offering, as well as the effects of mother-child relationships. In addition, culture is a factor having impact on parenting styles, parent-child relationships and emotional support. So we have designed this cross-cultural study to explore cultural differences. The results are as follows: (1) As to Chinese and Indonesian mothers, their Acceptance of adolescents’ behaviors has significant positive predictive effect on children’s emotional support. Besides, the Intimacy and Approval dimensions of mother-child relationships partially mediate the path from parenting styles to emotional support offering, and those effects have no significant difference in China and Indonesia. (2) Chinese and Indonesian mother’s Rejection to adolescents has significant positive predictive effect on Conflict between mothers and adolescents, but has no direct effect on adolescents’ emotional support offering. (3) Adolescents’ support offering has no significant predictive effect on their willingness to help their parents. (4) Adolescents’ support offering has significant predictive effect on their motivation to provide emotional support to their parents. However, the relation between adolescents’ support offering and the willingness to help their parents is not clear. (5) Adolescents have scored high in Acceptance parenting style dimension and relatively low in Rejection dimension, which indicate that mothers in China and Indonesia adopt positive parenting styles. Both Chinese and Indonesian mother-child relationships are good. However, Indonesian adolescents have perceived more Intimacy and Approval from mothers, and there is no significant difference between Chinese and Indonesian adolescents and mothers in the dimension of Conflict.

汉语婴儿对早期词汇的理解与表达

Whether Mandarin is a verb-friendly language for young word learners or not is a hotly debated issue. Researches on children's word learning were either naturalistic study or experimental study, and they were from cross-cultural perspective. This study tries to examine the noun/verb proportion in Mandarin infants, from a longitudinal perspective; it also examines how Mandarin infants understand their first nouns and verbs using both naturalistic study and experimental study. The results of this research are: 1） According to the results of CDI test, Mandarin infants of 18 month old could say more verbs than nouns significantly; while 24 month-olds could say more nouns than verbs significantly. 2） According to the results of CDI test, Mandarin infants’ verb/noun proportion was higher in 18 month old than in 24 month old. This means that the relative advantage of verb learning may be easier to show up in infants younger than 2 years old. 3） The total vocabulary of 18 month-olds was positively correlated with the Mean Length of Utterances(MLU) of 24 month-olds. The MLU of 24 month olds was positively correlated with the verbs of 18 month-olds. 4） Only 24 month-old could succeed in our IPLP study and showed “true” understanding to their familiar words. 14- and 18- month-olds watch the target side and non-target side randomly. 5） According to the results of IPLP study, the infants could understand nouns better than verbs. Both female and male infants understood nouns better than verbs, but females seemed to have stronger tendency to watch the object-same side in both noun and verb condition. 6） According to the results of parents’ reports, all the infants in 3 age groups could understand verbs as well as nouns, and they are quite familiar with those words. However, IPLP study results showed that these infants understood nouns better than verbs. 7） In IPLP study, less than 50% of the Mandarin infants watch the target side of verbs longer than the non-target side (action-same response). However, the AS responses appear more frequently in verb condition than in noun condition among 24-month-olds.

工作社会规范观念的心理学研究与跨文化比较

Data on meaning of working (MOW) were collected from 905 respondents in Beijing area through a stratified sampling procedure of the questionnaire used in the restudy of meaning of working (which is still on going, adapted for using in China). Some parts of the factor structure obtained in this study are similar to what found by the MOW International Research Team (1987). Detailed analysis and cross-cultural comparisons were concentrated on the most similar parts societal norms about working (SNW). T-scores of the obligation norm (ON) and entitlement norm (EN) of Chinese were calculated based on the reaction frequencies of relevant items provided by the MOW International Research Team and shown as follows. The results reveal the obligation orientation characteristic of Chinese respondents. And more, 4 SNW patterns of Chinese respondents were obtained through multivariate cluster analysis and multivariate discrimination analysis and shown as follows. The influences of antecedent variables on SNW and the consequences of SNW were analyzed. Two questions were raised from these analyses: 1) The present measurements of SNW are not able to reflect the nature of the relation and dependency between ON and EN and are not free from social desirability; 2) the relationship between SNW and actual working behaviors need to be tested while the relationship between SNW and several work intentions was confirmed. A forced-choice scale of SNW was designed to overcome the shortcomes of the original scale. This scale includes 30 items. Each item is composed of a ON statement and a EN statement with similar values of social desirability. A repertory grids test was used to exam the constructure validity and to analyze the differences of cognitive structures of the 4 SNW patterns. The results indicated that the new scale had a good discrimination power. An experiment was designed to test the relationship of SNW and the actual work behaviors of the respondents. The respondents' action in completing a task was chosen as working behavior index. 4 hypotheses were tested: 1) higher obligation orientation subjects are more likely to complete tasks no matter overtime; 2) scheduled tasks are more likely to be completed no matter overtime; 3) the obligation norm about working is positively correlated with general obligation norms; and, 4) external motivtors will enhance lower obligation orientation subjects' working motivation more than higher obligation orientation subjects' the results verified hypothesis 1 and 3, but didn't support hypothesis 2 and 4 these findings will have great implication in administrating.

Rings around the World: Notes on the Challenges, Problems & Possibilities of International Audience Projects

Egan, K., Barker, M. (2006). Rings around the World: Notes on the Challenges, Problems & Possibilities of International Audience Projects. Participations: Journal of Audience & Reception Studies, 3 (2). Sponsorship: This research was made possible by a grant from the Economic and Social Research Council (ESRC Grant No. 000-22-0323)

Polski a amerykański dyskurs sądowy: śledcze i skargowe procedury przesłuchiwania świadków w procesach karnych

Wydział Anglistyki

Rola stereotypów w komunikacji międzykulturowej biznesowej: studium porównawcze polsko-ukraińskie

Wydział Neofilologia: Katedra Ekokomunikacji

Stresse Profissional. Consumo de Bebidas Alcoólicas

Tese de Doutoramento apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Doutor em Ciências Sociais.

Teaching Crossroads: 11th IPB Erasmus Week

In the wake of the latest news regarding IPB’s award for best Polytechnic Institute in Portugal, we would like to congratulate the IPB community who has always striven for the quality of the institution within the national and international academic milieu. We are, undoubtedly, bowled over by the 1st place in the national context (out of the 27 national institutions under evaluation) and the 7th position in the international scope. In fact, it is worth mentioning that the IPB has won this award, three years in a row, being in a leading position in the ranking promoted and sponsored by the European Union. This year’s edition has selected and evaluated over 1300 world higher education institutions. Teaching Crossroads intends thus to give a watershed contribution to the IPB’s successful and most valued pathway. Numbers indicate that Teaching Crossroads has had over 2550 downloads since it first came out. But let’s cut to the chase. Once again, we are delighted to present the 5th number of Teaching Crossroads. This wholly calculated and well-sustained editorial adventure started in 2012 when the first number of Teaching Crossroads first saw the light. This year’s publication includes the areas of Human Geography/anthropology, Information Technology and Forensics and Language and culture, focusing on minority languages. Alongside this, as in the two last previous numbers, we’ve included the specific area for International mobility, Intensive Programmes and Erasmus+ Mobility of Individuals, being the latter financed by the European Union within the Erasmus+ Programme, whereas the former is sponsored uniquely by the foreign partner institution, in this case, Lillebaelt Academy in Denmark. These types of programmes convey very positive and overarching ideas, resonant in cross-cultural and educational benefits, valuable for all the involved partners. We would very kindheartedly like to thank the authors for having contributed with much enlightening and serious articles on a wide array of areas. Pablo M. Orduna Pórtus’s article focuses on border culture and heritage management. The author’s study is placed on two borderlands of the Iberian Peninsula: Roncal Valley (Navarre) and Riverbanks of Douro. Going beyond the linear or physical conception of the border, the author centres his study on the metaphysical and symbolic ideas of the frontier that sustain his anthropological analysis. Michal Popdora manages to find evidence for his proposal of a new conception of teaching Image Processing, based on the student-centered approach. A hands-on experience on a Project-based Learning methodology sustains the teaching project. Grounded on “a forensic-flavored style”, using the author’s own words, he shows how students can become engaged in a highly effective learning process. Cláudia Martins is already a confirmed habitué of this publication, as in every Erasmus Week she delivers a lecture on Portuguese language and culture to visiting teaching and non-teaching staff. This time, the author decided to delve into a Portugal’s official language, Mirandese, spoken in a small designated area in the northeastern part of Portugal, Miranda do Douro and its surrounding area. The author gives account of some thought-provoking facts about the language, from the origin and the survival of the language, however still a minority language, up to the moment when it was acknowledged Portugal’s second official language, together with the challenges that nowadays faces. Luís Frölen Ribeiro, João Eduardo Ribeiro, Carlos Casimiro Costa, António Duarte, Carlos Andrade from the Polytechnic Institute and Arne Svinth, John Madsen, Morten Thomsen, Kent Smidstrup, Carsten John Jacobsen from the Lillebaelt Academy, in Denmark, participate in a joint project which they describe, outlining the main goals and gains of the project. To overcome teaching difficulties regarding the engineering degrees, a 12-ECTS joint course from Lillebaelt Academy and Polytechnic Institute of Bragança was created based on the Danish model. The course Product Development and Industrial Processing was hence created. Rui Pedro Lopes presents an insightful and acute account of the Internationalization programmes in Higher Education in Europe. At one go, the author describes his own experience as a visiting lecturer, within the Erasmus+ programme, to Università Politecnica delle Marche in Ancona, Italy, in a Master’s degree in computer science, bringing to light a personal reflection on the goals and benefits of the mobility for both students and teachers. Finally, the author puts forth some suggestions that would improve the whole mobility process. We sincerely hope to have stimulated you to keep on reading, upholding the belief that these texts can represent valuable sources for both teachers and students in their research work.