¿La cultura es un factor que influye en la percepción de las marcas? :Caso: La imagen de marca-país de México entre los turistas españoles

Aquest treball presenta un model comparatiu d’anàlisis de la marca en base a l’inconscient col•lectiu, teoria desenvolupada per C. G. Jung (1991), adequat per Sabrine Dornelles (2010) a l’estudi de les marques comercials i contrastat en aquest treball amb la proposta d’aproximació al Perfil Arquetípic Azteca. Per aquesta raó, s’ha realitzat una revisió bibliográfica en referencia a l’objecte de l’estudi del posicionament de la marca, i en especial, dels atributs vinculats al perfil azteca. Amb l’objectiu de conèixer si la cultura influeix o no, en la percepció d’una marca, s’ha realitzat un pre-test via online amb subjectes de nacionalitat espanyola i de països d’Amèrica llatina (Argentina, Colòmbia, Equador, Perú, República Dominicana i Veneçuela) per al grup de control. 5 Els resultats han sigut tractats tant a nivell d’estadística descriptiva com a mode inferencial. Les dades amb significació p≤ 0,05 mostren els estímuls (atributs) que foren associats o no, amb la marca del país Mèxic. Mentre que l’arquetip occidental (grec) va permetre en major percentatge valorar la marca amb tots els subjectes (espanyols, mexicans i llatins) l’arquetip prehispànic no dóna significació suficient amb els espanyols i llatins, però en canvi aporta matisos en el cas dels mexicans. En referència a l’esmenta’t anteriorment , cal que el proper pas sigui millorar el perfil d’arquetipus azteca.

Ambiente favorável ao desenvolvimento de inovações e cultura organizacional: integração de duas perspectivas de análise

O objetivo neste trabalho foi propor uma perspectiva de análise do ambiente propício à inovação com a incorporação da variável cultura organizacional. A base da análise recai sobre a adaptação da metodologia proposta por Van de Ven, Angle e Poole (2000). A contribuição proposta neste trabalho situa-se na adaptação da metodologia, retirando o foco do processo de inovação para o ambiente de inovação. Para que fosse contemplado todo o ambiente, foi necessária a inclusão de uma análise dos comportamentos coletivos organizacionais. Incorporaram-se questões que envolvem aspectos relacionados com a cultura organizacional, sob a perspectiva dos estudos de Bates et al. (1995). O questionário proposto pelo Minnesota Innovation Research Program (MIRP), com 45 questões adaptadas para o levantamento do ambiente de inovação, foi aplicado a 349 empregados de uma empresa de grande porte do setor metal-mecânico. Com a técnica de modelagem de equações estruturais (MEE), testou-se o modelo apresentado pelo MIRP, considerando as dimensões externas e internas ao grupo de inovação e os resultados decorrentes do ambiente de inovação. Em um segundo momento, um novo teste com a incorporação da variável cultura organizacional foi realizado. Os resultados apontaram que o segundo teste obteve um melhor ajuste, em torno de 27%, indicando que a variável impactou o resultado da modelagem. Convém ressaltar que o construto apresentado foi baseado em um levantamento teórico e para sua validação necessita de gama maior de resultados empíricos.

Cultura organizacional e liderança: uma relação possível?

No presente artigo discutem-se as relações entre a cultura organizacional e a liderança desempenhada pelos gestores no contexto de 37 restaurantes de uma capital brasileira. Como referenciais teóricos, foram abordados os conceitos de cultura organizacional, sendo adotados para a pesquisa o conceito de cultura como variável, os conceitos de liderança transformacional e transacional e as relações entre cultura organizacional e liderança. Utilizaram-se questionários para entender as relações entre quatro tipos de culturas organizacionais - clã, inovativa, de mercado e hierárquica - e as lideranças transformacional (nas dimensões influência idealizada, motivação inspiracional, estimulação intelectual e consideração individualizada) e transacional (nos componentes recompensa contingente e gerenciamento por exceção e ausência de liderança). Foram encontradas correlações negativas entre a dimensão gerenciamento por exceção e a cultura inovativa e entre a dimensão consideração individualizada e a cultura hierárquica. Além disso, foi observado o predomínio das culturas clã e inovativa.

Arthroskopie bei Hüftdysplasie [Arthroscopy in hip dysplasia]

[The causal treatment of a residual hip dysplasia consists of an acetabular reorientation osteotomy, the results of which, however, strongly depend on concomitant intra-articular lesions. The most important prognostic factor is the cartilage status. However, tears in the labrum and the ligament of the head of the femur may also be responsible for symptoms. Hip arthroscopy is a valuable tool for a precise diagnosis and simultaneous treatment of these lesions. However, as yet no results supporting this treatment algorithm have been published.]

Painful total hip replacement due to sciatic nerve entrapment in scar tissue and lipoma.

Painful total hip replacement remains a challenging problem because of the large amount of possible diagnoses. We report about a 64-year-old female patient who was misdiagnosed during 4 years as psychiatric. She suffered of excruciating left retrotrochanteric pain after the implantation of a cementless total hip replacement and revision because of recurrent hip dislocations. Walking was limited to short distances using two crutches. The work-up at this time included the usual diagnoses and remained unsuccessful. No loosening, infection or malposition of the prosthesis could be found, and she had no neurologic deficits in her operated leg. An MRI was obtained to visualize the retrotrochanteric soft tissues and showed a tight scar surrounding the sciatic nerve, which was also compressed by an adjacent lipoma. Therefore, she was reoperated on to remove the lipoma and the scar tissue around the sciatic nerve. To decrease the risk of recurrent scarring around the sciatic nerve, an adhesion barrier was applied before closure. One year after the operation, the patient has no neurologic deficit, no more pain and is able to walk unlimited distances without crutches. Scar tissue around the sciatic nerve is frequently observed during revision surgery. However, we feel that sciatic nerve entrapment by scar tissue should be a part of the differential diagnosis of painful THR. MRI may be a useful tool to achieve this diagnosis.

Prediction and discrimination of osteoporotic hip fracture in postmenopausal women.

Osteoporotic hip fractures increase dramatically with age and are responsible for considerable morbidity and mortality. Several treatments to prevent the occurrence of hip fracture have been validated in large randomized trials and the current challenge is to improve the identification of individuals at high risk of fracture who would benefit from therapeutic or preventive intervention. We have performed an exhaustive literature review on hip fracture predictors, focusing primarily on clinical risk factors, dual X-ray absorptiometry (DXA), quantitative ultrasound, and bone markers. This review is based on original articles and meta-analyses. We have selected studies that aim both to predict the risk of hip fracture and to discriminate individuals with or without fracture. We have included only postmenopausal women in our review. For studies involving both men and women, only results concerning women have been considered. Regarding clinical factors, only prospective studies have been taken into account. Predictive factors have been used as stand-alone tools to predict hip fracture or sequentially through successive selection processes or by combination into risk scores. There is still much debate as to whether or not the combination of these various parameters, as risk scores or as sequential or concurrent combinations, could help to better predict hip fracture. There are conflicting results on whether or not such combinations provide improvement over each method alone. Sequential combination of bone mineral density and ultrasound parameters might be cost-effective compared with DXA alone, because of fewer bone mineral density measurements. However, use of multiple techniques may increase costs. One problem that precludes comparison of most published studies is that they use either relative risk, or absolute risk, or sensitivity and specificity. The absolute risk of individuals given their risk factors and bone assessment results would be a more appropriate model for decision-making than relative risk. Currently, a group appointed by the World Health Organization and lead by Professor John Kanis is working on such a model. It will therefore be possible to further assess the best choice of threshold to optimize the number of women needed to screen for each country and each treatment.

Influence of hip-flexion angle on hamstrings isokinetic activity in sprinters.

CONTEXT: Hamstrings strains are common and debilitating injuries in many sports. Most hamstrings exercises are performed at an inadequately low hip-flexion angle because this angle surpasses 70° at the end of the sprinting leg's swing phase, when most injuries occur. OBJECTIVE: To evaluate the influence of various hip-flexion angles on peak torques of knee flexors in isometric, concentric, and eccentric contractions and on the hamstrings-to-quadriceps ratio. DESIGN: Descriptive laboratory study. SETTING: Research laboratory. Patients and Other Participants: Ten national-level sprinters (5 men, 5 women; age = 21.2 ± 3.6 years, height = 175 ± 6 cm, mass = 63.8 ± 9.9 kg). Intervention(s): For each hip position (0°, 30°, 60°, and 90° of flexion), participants used the right leg to perform (1) 5 seconds of maximal isometric hamstrings contraction at 45° of knee flexion, (2) 5 maximal concentric knee flexion-extensions at 60° per second, (3) 5 maximal eccentric knee flexion-extensions at 60° per second, and (4) 5 maximal eccentric knee flexionextensions at 150° per second. Main Outcome Measure(s): Hamstrings and quadriceps peak torque, hamstrings-to-quadriceps ratio, lateral and medial hamstrings root mean square. RESULTS: We found no difference in quadriceps peak torque for any condition across all hip-flexion angles, whereas hamstrings peak torque was lower at 0° of hip flexion than at any other angle (P < .001) and greater at 90° of hip flexion than at 30° and 60° (P < .05), especially in eccentric conditions. As hip flexion increased, the hamstrings-to-quadriceps ratio increased. No difference in lateral or medial hamstrings root mean square was found for any condition across all hip-flexion angles (P > .05). CONCLUSIONS: Hip-flexion angle influenced hamstrings peak torque in all muscular contraction types; as hip flexion increased, hamstrings peak torque increased. Researchers should investigate further whether an eccentric resistance training program at sprint-specific hip-flexion angles (70° to 80°) could help prevent hamstrings injuries in sprinters. Moreover, hamstrings-to-quadriceps ratio assessment should be standardized at 80° of hip flexion.

A cultura organizacional segundo a percepção de chefes de serviços de enfermagem de hospitais de diferentes grupos étnicos

As chefes do Serviço de Enfermagem que atuam e atuaram em cinco Hospitais, criados e mantidos por comunidades de imigrantes de diferentes países, na cidade de São Paulo, expressam neste estudo, a influência da cultura da organização em seu desempenho no cargo. O relato oral de cada uma delas em entrevista, a partir de um roteiro, evidenciou a identidade, a trajetória profissional, a permanência na instituição, bem como o relacionamento com as demais chefias e com os elementos do grupo étnico.

O processo de formação de cultura organizacional em um hospital filantrópico

Este estudo foi realizado em uma instituição hospitalar de caráter filantrópico, de médio porte, localizada na cidade de São Paulo, com o objetivo de desvendar traços culturais da instituição. A metodologia adotada foi à pesquisa qualitativa segundo os passos propostos por Thévenet: análise documental, entrevista e observação. Pela análise ficou evidenciado que um novo grupo profissional, quando inserido em uma instituição, considera que alguns valores deverão ser transformados. Esse processo de mudança implica numa reestruturação na maneira de gerir a organização ocasionando, nos sujeitos que estão vivenciando esse processo, uma situação conflituosa entre o mudar ou conservar o antigo.

Immunoscintigraphy with antigranulocyte monoclonal antibodies for the diagnosis of septic loosening of hip prostheses.

To determine the value of immunoscintigraphy (IS) with antigranulocyte monoclonal antibodies (Mab) in the diagnosis of subacute or chronic infection of hip prostheses, we prospectively studied 57 patients (23 women and 34 men; age 29-92 years, mean 72.7 years) sent to our institution in the past 6 years for clinical suspicion of septic loosening of a hip prosthesis. Nineteen patients had bilateral prostheses and one of them was studied twice. A total of 78 prostheses were examined. All patients had three-phase bone scans followed by IS with technetium-99m antigranulocyte Mab BW 250/183. Intervals between bone scans and IS varied from 2 days to 4 weeks. Final diagnosis was assessed by culture in 48 cases (articular puncture or intraoperative sampling) and by clinical follow-up of at least 8 months in 30 cases. Twelve prostheses were considered septic and 66 non-septic. The overall sensitivity and specificity were 92% and 64% respectively for bone scans, 67% and 75% for IS and 67% and 84% for both modalities together. In three cases, IS was doubtful and the final clinical diagnosis was negative for infection. False-positive results were observed in the presence of massive loosening of the prosthesis or in association with metaplastic peri-articular bone formation. In three of the four false-negative results, infection was proven only after enrichment of the culture, and the bacterium was Staphylococcus epidermidis. In 12/33 (36%) positive bone scans IS allowed the diagnosis of infection to be excluded. Overall accuracy of both modalities together was 81% and the negative predictive value was 93%, which compares favourably with the results reported for other non-invasive methods.

A cultura permeando os sentimentos e as reações frente à dor

Este estudo descreve a percepção e os significados da dor em adultos usuários do SUS. A popu-lação compreendeu 60 pacientes que buscaram o serviço no período. A pesquisa foi do tipo exploratório-descritiva, cujos dados foram coletados com entrevista semi-estruturada e analisados qualitativamente, constituindo temas que emergiram, sendo agrupados por categorias. Evidenciou-se que "o significado da dor" revelou o predomínio do entendimento da dor como uma questão física; apontou a dor relacionada também a questões emocionais e sentimentais, religiosas e humanas. "A reação de homens e mulheres frente à dor" é percebida diferentemente conforme o sexo feminino e masculino. Em "como você se sente nas situações em que tem dor?", as respostas variaram entre afetivas, cognitivas e comportamentais.

Acute total hip arthroplasty for acetabular fractures in the elderly: 11 patients followed for 2 years.

We describe the use of cable fixation and acute total hip replacement for acetabular fracture in the elderly. 12 patients with acetabular fractures, having a mean age of 79 (65-93) years, were treated with cable fixation and acute total hip arthroplasty. 8 were T-shaped fractures and 4 associated fractures of the posterior column and posterior wall. 1 patient died 5 months after surgery and the remaining 11 were followed for 2 years. All patients had a good clinical outcome. Radiographic assessment showed healing of the fracture and a satisfactory alignment of the cup without loosening. This surgical technique provides good primary fixation, stabilizes complex acetabular fractures in elderly patients with osteoporotic bone and permits early postoperative mobilization.

Cross-cultural adaptations of the Oxford-12 HIP score to the French speaking population.

BACKGROUND: An objective measurement of surgical procedures outcomes is inherent to professional practices quality control; this especially applies in orthopaedics to joint replacement outcomes. A self-administered questionnaire offers an attractive alternative to surgeon's judgement but is infrequently used in France for these purposes. The British questionnaire, the 12-item Oxford Hip Score (OHS) was selected for this study because of its ease of use. HYPOTHESIS: The objective of this study was to validate the French translation of the self-assessment 12-item Oxford Hip Score and compare its results with those of the reference functional scores: the Harris Hip Score (HHS) and the Postel-Merle d'Aubigné (PMA) score. MATERIALS AND METHODS: Based on a clinical series of 242 patients who were candidates for total hip arthroplasty, the French translation of this questionnaire was validated. Its coherence was also validated by comparing the preoperative data with the data obtained from the two other reference clinical scores. RESULTS: The translation was validated using the forward-backward translation procedure from French to English, with correction of all differences or mistranslations after systematized comparison with the original questionnaire in English. The mean overall OHS score was 43.8 points (range, 22-60 points) with similarly good distribution of the overall value of the three scores compared. The correlation was excellent between the OHS and the HHS, but an identical correlation between the OHS and the PMA was only obtained for the association of the pain and function parameters, after excluding the mobility criterion, relatively over-represented in the PMA score. DISCUSSION AND CONCLUSION: Subjective questionnaires that contribute a personal appreciation of the results of arthroplasty by the patient can easily be applied on a large scale. This study made a translated and validated version of an internationally recognized, reliable self-assessment score available to French orthopaedic surgeons. The results obtained encourage us to use this questionnaire as a complement to the classical evaluation scores and methods.