FUSÃO E AQUISIÇÃO UMA ANÁLISE ATRAVÉS DO TESTE DE MÉDIA NO SETOR DE AGÊNCIAS DE PUBLICIDADE

A transição do século XX para o século XXI trouxe consigo uma série de mudanças, em especial às organizações, que vivenciaram evoluções de ordem tecnológica impactantes em sua estrutura administrativa e econômica. As agências de publicidade, apesar de terem um enfoque voltado ao aspecto criativo, não deixam de ser organizações, e assim como as demais também vivenciam este ciclo de mudanças, que aparenta ser ininterrupto. A importância do planejamento estratégico e financeiro e do atendimento integrado aos clientes proporcionou às agências novas perspectivas de funcionamento, e nelas enquadram-se as fusões/aquisições. Agências internacionais optaram por participar do mercado publicitário brasileiro através de fusões/aquisições; estas ocorreram com agências de bastante expressão no mercado internacional, mas também com agências menos conhecidas, mas que demonstraram a realização de bons trabalhos no setor. Através deste estudo realizou-se uma análise a respeito do mercado de fusões e aquisições de agências de publicidade, em especial, sob a perspectiva financeira. Através da base de dados lançada no Software SPSS foi aplicado o Teste T. Constatou-se que as agências de publicidade no Brasil entre 1999 a 2009 não apresentaram diferenças de média em relação ao faturamento, independente de terem passado ou não pelo processo de fusão/aquisição. Este crescimento pouco representativo demonstra que as fusões/aquisições tendem a ocorrer por diversos motivos e não se restringem exclusivamente ao aspecto financeiro, a perspectiva de bom atendimento ao cliente, visando o planejamento estratégico no âmbito publicitário, tende a ser um deles.

A IMPORTÂNCIA DAS TICS E DA EDUCAÇÃO COMO PROCESSO COMUNICACIONAL DIALÓGICO NO ENSINO SUPERIOR: Um Estudo da Universidade Estadual de Mato Grosso do Sul

Esta tese teve por objetivo saber como o corpo docente da Universidade Estadual de Mato Grosso do Sul (UEMS) percebe, entende e reage ante a incorporação e utilização das Tecnologias de Informação e Comunicação (TICs) nos cursos de graduação dessa Instituição, considerando os novos processos comunicacionais dialógicos que elas podem proporcionar na sociedade atual. Metodologicamente, a tese é composta por pesquisa bibliográfica, buscando fundamentar as áreas da Educação e Comunicação, assim como a Educomunicação; pesquisa documental para contextualização do lócus da pesquisa e de uma pesquisa exploratória a partir da aplicação de um questionário online a 165 docentes da UEMS, que responderam voluntariamente. Verificou-se que os professores utilizam as TICs cotidianamente nas atividades pessoais e, em menor escala, nos ambientes profissionais. Os desafios estão em se formar melhor esse docente e oferecer capacitação continuada para que utilizem de forma mais eficaz as TICs nas salas de aula. Destaca-se ainda que os avanços em tecnologia e os novos ecossistemas comunicacionais construíram novas e outras realidades, tornando a aprendizagem um fator não linear, exigindo-se revisão nos projetos pedagógicos na educação superior para que estes viabilizem diálogos propositivos entre a comunicação e a educação. A infraestrutura institucional para as TICs é outro entrave apontado, tanto na aquisição como na manutenção desses aparatos tecnológicos pela Universidade. Ao final, propõe-se realizar estudos e pesquisas que possam discutir alterações nos regimes contratuais de trabalho dos docentes, uma vez que, para atuar com as TICs de maneira apropriada, exige-se mais tempo e dedicação do docente.

Retrofit energético em edifícios de interesse histórico estudos de casos - edifícios modernistas em Natal

This paper addresses the theme of retrotif applied to buildings that belong to the modernist architectural production of historical interest located in the urban area of Natal . The overall objective is to identify and harmonize procedures for retrofit and architectural heritage preservation using elements of constructive analysis of expression and Benefit Cost Ratio ( BCR ) parameters established by the National Electric Energy Agency - ANEEL . The hypothesis put forward is that by stimulating the projetual year analysis , retrofit interventions , it is possible to obtain better results with projects RCB addressing the issues of preservation of architectural heritage . For both flow analysis of process solutions and proposals for action of elements and systems that seek to improve the energy performance of the building , restoring or preserving the architectural elements were developed . The proposed interventions undergo performance through computer simulations of systems such as DesignBuilder, Solar and Sun Tool. The energy results were converted to the analysis of RCB parameter and compared to the constructive expression of the project because the prenatal and intervention. From the results , a plot was constructed which results in a comparison between the RCB and the constructive expression of the simulated interventions

Avaliação da efetividade do Programa de Alimentação do Trabalhador

This study analyzed the Worker’s Healthy Eating Program in Rio Grande do Norte state (RN) to assess its possible impact on the nutritional status of the workers benefitted. To that end, we conducted a cross-sectional observational prospective study based on a multistage stratified random sample comparing 26 small and medium-sized companies from the Manufacturing Sector (textiles, food and beverages, and nonmetallic minerals) of RN, divided into two equal groups (WFP and Non WFP). Interviews were conducted at each company by trained interviewers from Tuesday to Saturday between September and December 2014. Data were collected on the company (characterization and information regarding the program’s desired results) and workers (personal and professional information, anthropometrics, health, lifestyle and food consumed the previous day). Population estimates were calculated for RN on the characteristics of workers and the study variables. The main variable was BMI. The secondary variables were waist circumference (WC), nutritional diagnosis, calorie intake, blood pressure, metabolic variables and lifestyle indicators. The statistical method used was hierarchical mixed effects linear regression for interval variables and hierarchical mixed effects logistic regression for binary variables. The variables measured in ordinal scales were analyzed by ordinal logistic regression adjusted for correlated variables, adopting robust standard errors. The results for interval variables are presented as point estimates and their 95% confidence intervals; and as odds-ratios and their 95% confidence intervals for binary variables. The Fisher’s exact and Student’s t-tests were used for simple comparisons between proportions and means, respectively. Differences were considered statistically significant at p<0.05. A total of 1069 workers were interviewed, of which 541 were from the WFP group and 528 from the Non WFP group. Subjects were predominantly males and average age was 34.5 years. Significant intergroup differences were observed for schooling level, income above 1 MW (minimum wage) and specific training for their position at the company. The results indicated a significant difference between the BMI of workers benefitted, which was on average 0.989 kg/m2 higher than the BMI of workers from the Non WFP group (p=0.002); and between the WC, with the waist circumference of WFP group workers an average of 1.528 cm larger (p<0.05). Higher prevalence of overweight and obesity (p<0.001) and cardiovascular risk (p=0.038) were recorded in the WFP group. Tests on the possible effect of the WFP on health (blood pressure and metabolic indicators) and lifestyle indicators (smoking, alcohol consumption and exercise) were not significant. With respect to worker’s diets, differences were significant for consumption of saturated fat (lunch and daily intake), salt (lunch, other meals and daily intake) and proteins (other meals and daily intake), with higher consumption of these nutrients in the WFP group. The study showed a possible positive impact of the WFP on nutritional status (BMI and WC) among the workers benefitted. No possible effects of the program were observed for the lifestyle indicators studied. Workers benefitted consumed less salt, saturated fat and protein. The relevance of the WFP is recognized for this portion of society and it is understood that, if the program can reach and impact those involved, the development of educational initiatives aimed at nutritional and food safety may also exert a positive influence.

A hora da alfabetização: atores, ideias e instituições na construção do PAIC-CE

The objective of this thesis is to understand how a certain social condition becomes relevant enough to be regarded as an issue worthy of government action and how certain proposed initiatives prevail while others are discarded. More specifically, the goal is to discuss public policy for education and check whether the analytical models employed are significant enough to explain how the literacy issue became part of the policy agenda of the government of the State of Ceará in Brazil, and how the Literacy Program at the Right Age (PAIC) developed over time. From the empirical perspective about public policy for education in Brazil, this is a relevant case when one takes into account that, historically, the literacy policies are focused on teenagers and adults, implying a lack of specific initiatives towards children at the proper age of learning to read and write. In order to understand what drove this issue to the top of the state government agenda, this thesis is primarily based on the literature about public policy analysis, with focus on the agenda setting process and development of proposals. A hybrid approach is used, combining analytical tools from Kingdon’s Multiple Streams Model (1995), the Advocacy Coalition Framework by Sabatier and Jenkins Smith (1993) and the historical new institutionalism lens. The research method is qualitative and based on the single case study method. The data set was assembled from institutional PAIC-related documents, tachygraphy notes from sessions at Ceará’s State House of Representatives, press clippings, academic studies and interviews with key participants from several organizations. The conclusion of this thesis is that, given the complexity of the case in point, the combination of the three analytical methods is adequate and necessary to understanding the multiple drivers for this issue to have entered Ceará’s state government agenda and the design of the PAIC itself. Particularly relevant are the ideas and the policy entrepreneurs, the processes of problem recognition for the composition of a wide coalition and for the specification of alternatives, and the path dependence of the education policy in Ceará. This study adds, as a result, to a better understanding of the stages that make up the agenda setting in public policy, in particular in the field of education.

A hora da alfabetização: atores, ideias e instituições na construção do PAIC-CE

The objective of this thesis is to understand how a certain social condition becomes relevant enough to be regarded as an issue worthy of government action and how certain proposed initiatives prevail while others are discarded. More specifically, the goal is to discuss public policy for education and check whether the analytical models employed are significant enough to explain how the literacy issue became part of the policy agenda of the government of the State of Ceará in Brazil, and how the Literacy Program at the Right Age (PAIC) developed over time. From the empirical perspective about public policy for education in Brazil, this is a relevant case when one takes into account that, historically, the literacy policies are focused on teenagers and adults, implying a lack of specific initiatives towards children at the proper age of learning to read and write. In order to understand what drove this issue to the top of the state government agenda, this thesis is primarily based on the literature about public policy analysis, with focus on the agenda setting process and development of proposals. A hybrid approach is used, combining analytical tools from Kingdon’s Multiple Streams Model (1995), the Advocacy Coalition Framework by Sabatier and Jenkins Smith (1993) and the historical new institutionalism lens. The research method is qualitative and based on the single case study method. The data set was assembled from institutional PAIC-related documents, tachygraphy notes from sessions at Ceará’s State House of Representatives, press clippings, academic studies and interviews with key participants from several organizations. The conclusion of this thesis is that, given the complexity of the case in point, the combination of the three analytical methods is adequate and necessary to understanding the multiple drivers for this issue to have entered Ceará’s state government agenda and the design of the PAIC itself. Particularly relevant are the ideas and the policy entrepreneurs, the processes of problem recognition for the composition of a wide coalition and for the specification of alternatives, and the path dependence of the education policy in Ceará. This study adds, as a result, to a better understanding of the stages that make up the agenda setting in public policy, in particular in the field of education.

Da casa grande ao condomínio fechado: o que mudou nas formas e modos de morar da família intergeracional no Nordeste e Sudeste do Brasil?

The focus of this study is to draw attention to the intergenerational family’s lifestyles and their various ways of cohabitation, in special to those families which are made by individuals of different generations, these families being constituted of, two or more individuals, or, two or more smaller families, which live under the same roof and have the elderly person as referential in their cohabitation. In those types of families, as for their ways of organization, it is interesting to note that the researches and productions done by inner architects and inner designers do not include this type of family arrangement because their studies do not cover this kind of structuralization nor was this type of organization put together with any of the ways of cohabitation. Therefore there is a theoretical concept void which is propositional, interventional and does not relate to the empirical reality. In observation to these remarks, the research starts a theoretic challenge of deconstruct or reconstruct our modern only habitational template, which is used today in all families configurations which out any regards to where this template will be used, unfitting to the intergenerational families who have elders. This study is then meant to give an differential analysis of the various domestic space’s templates in regards to the new families formats, their basic and special necessities, the home identities of those families which indicates the differential gap in housing and lifestyle from the higher social classes in comparison to the lower social classes. The interdisciplinary method was chosen in order to describe arrangements found in the lifestyles and the ways of cohabitation of the intergenerational families, this method is used for its knowledge base that better articulates the procedure method and the inductive reflexive approach made possible after an qualitative research. In order to accomplish that, an geographical space which tow real possibilities was selected, that is, the space where the people of great social and anthropological proximity are concentrated and the people which are the researcher kinships and friends, in between those are the habitants of Capim Macio’s, Candelária’s, Tirol’s and Petrópolis’s, neighborhoods, located in the south west zone of her home city Natal. It has been noticed that, meanwhile these intergenerational spaces do not claim their said spaces, because of their habits, necessities and relations in between generations and gender, their arrangements of said space are extremely creative. That means that alterations in the concepts of planning, construction and utilization of built spaces are imperative.

Da casa grande ao condomínio fechado: o que mudou nas formas e modos de morar da família intergeracional no Nordeste e Sudeste do Brasil?

The focus of this study is to draw attention to the intergenerational family’s lifestyles and their various ways of cohabitation, in special to those families which are made by individuals of different generations, these families being constituted of, two or more individuals, or, two or more smaller families, which live under the same roof and have the elderly person as referential in their cohabitation. In those types of families, as for their ways of organization, it is interesting to note that the researches and productions done by inner architects and inner designers do not include this type of family arrangement because their studies do not cover this kind of structuralization nor was this type of organization put together with any of the ways of cohabitation. Therefore there is a theoretical concept void which is propositional, interventional and does not relate to the empirical reality. In observation to these remarks, the research starts a theoretic challenge of deconstruct or reconstruct our modern only habitational template, which is used today in all families configurations which out any regards to where this template will be used, unfitting to the intergenerational families who have elders. This study is then meant to give an differential analysis of the various domestic space’s templates in regards to the new families formats, their basic and special necessities, the home identities of those families which indicates the differential gap in housing and lifestyle from the higher social classes in comparison to the lower social classes. The interdisciplinary method was chosen in order to describe arrangements found in the lifestyles and the ways of cohabitation of the intergenerational families, this method is used for its knowledge base that better articulates the procedure method and the inductive reflexive approach made possible after an qualitative research. In order to accomplish that, an geographical space which tow real possibilities was selected, that is, the space where the people of great social and anthropological proximity are concentrated and the people which are the researcher kinships and friends, in between those are the habitants of Capim Macio’s, Candelária’s, Tirol’s and Petrópolis’s, neighborhoods, located in the south west zone of her home city Natal. It has been noticed that, meanwhile these intergenerational spaces do not claim their said spaces, because of their habits, necessities and relations in between generations and gender, their arrangements of said space are extremely creative. That means that alterations in the concepts of planning, construction and utilization of built spaces are imperative.

A Influência do endosso de blogueiras no comportamento das consumidoras de moda no Brasil

The study about the celebrity endorsement has relevance for both the academia and businesses seeking to retain and attract customers through marketing communications. However, most researches conducted analyzes celebrities from the artistic or sports, and study the endorsement in print media or on TV. Few studies analyze the endorsement of influencers in social media. Observing this gap, the aim of this study is to verify if the endorsement of fashion bloggers influence on purchase intention of Brazilian consumers. In addition, other factors were analyzed for better understanding of the fashion consumer behavior: evaluation of the product, brand awareness, brand loyalty, product quality, involvement with fashion, and credibility of the endorser. Therefore, it held two studies. The first consisted of a qualitative exploratory research, which used focus groups to identify and understand how social media affect the behavior of consumers of fashion products. Among the main results of this study, we highlight the Instagram appointed unanimously as the main social media used by respondents for information on fashion, and the mention of blogger Thássia Naves as the main source of fashion reference in social media. In the second study was undertaken an experiment in which half of the sample had access to the image of a dress used by the blogger Thássia Naves on her Instagram, while the other half had access to dress image disclosed at the online store website of the product brand. The number of valid responses considered for the study was 465. To test the hypotheses of the study, we applied the t test for independent samples and ANOVA test for more than two groups. The survey results supported 5 of 8 hypotheses proposed. which were: The endorsement of the fashion blogger has a positive effect on purchase intention of the endorsed product (H1); The endorsement of the fashion blogger has a positive effect on the evaluation of the endorsed product (H2); The credibility of the fashion blogger has a positive effect on purchase intention of the endorsed product (H3); The credibility of the fashion blogger has a positive effect on the evaluation of the endorsed product (H4); and the credibility of the fashion blogger has a positive effect on brand awareness (H5). The other hypotheses have been disproved: The credibility of the fashion blogger has a positive effect on brand loyalty (H6); The credibility of the fashion blogger has a positive effect on the perception of quality (H7); and the credibility of the fashion blogger has a positive effect on involvement with fashion (H8).Within the scope of further analysis, it was found that involvement with fashion positively interfere in purchase intent, the evaluation of the product, brand awareness, loyalty to the brand, the pursuit of product quality and credibility of the endorser. Moreover, it was found that the frequency of access to Instagram for fashion information positively affects the purchase intention, in evaluating the product, the brand awareness in brand loyalty, involvement with fashion, and credibility endorser.

A CONFLITUOSA RELAÇÃO DAS ASSEMBLEIAS DE DEUS BRASILEIRAS E A TELEVISÃO: DA PROIBIÇÃO À ACEITABILIDADE

Esta pesquisa busca abordar e analisar os caminhos da mídia televisiva nas igrejas Assembleias de Deus no Brasil, aqui trabalhadas no plural devido às muitas ramificações da denominação, em suas construções das representações simbólicas, imaginárias, culturais e midiáticas. O objetivo é analisar a dimensão simbólica na proibição do uso da televisão na denominação religiosa em questão, e os argumentos para o veto entre os fiéis, a discreta aceitabilidade da TV diante das novas concepções teológicas das ADs ao longo dos anos, investimento em canal aberto (Rede Boas Novas de Televisão) e proposta de um programa televisivo como marca midiática da denominação (Programa Movimento Pentecostal). Para viabilidade desse trabalho, a metodologia adotada consiste em pesquisa bibliográfica histórica, com foco nos temas fundamentais para o desenvolvimento das pesquisas do imaginário, identidade, cultura, nação e televisão, aliada à pesquisa documental, que tem como meta os registros históricos, que melhor elucidarão os caminhos e a ligação da TV com as Assembleias de Deus.

MARCAS ORGANIZACIONAIS E A AGREGAÇÃO DE VALOR INSTITUCIONAL POR MEIO DO INVESTIMENTO EM AÇÕES SOCIAIS ALTERNATIVAS

Em um cenário de mercado com alta competitividade e saturação, marcas e seus valores podem ter um papel decisivo na diferenciação e decisão de compra por parte dos consumidores. As marcas devem entender a necessidade da responsabilidade social e se preocuparem com questões sociais e ambientais, caso contrário, podem ser vistas com negatividade, isto é, como corporações que só desejam lucrar. Para compreender o espaço das marcas organizacionais na sociedade contemporânea, esta pesquisa apresenta um resgate de evoluções históricas, sobretudo nas últimas décadas, para mostrar os consideráveis progressos no modo de pensar em relação aos valores das marcas, ao relacionamento com públicos interessados e à sociedade em geral. É a partir destas análises que se apresenta a importância do investimento em causas sociais não como obrigação ou autopromoção, mas como abordagem que deve se tornar premissa básica e parte da cultura das organizações. O recorte desta pesquisa volta-se ao estudo de causas sociais menos difundidas ou de menor reper- cussão midiática, procurando verificar se o investimento nessas causas podem se refletir em valores para marcas, assim como se espera do apoio a causas mais conhe- cidas, como por exemplo, o câncer, a pobreza ou a fome. O estudo se complementa a partir de entrevistas em profundidade com executivos do Grupo Abril e da Volkswagen do Brasil para avaliar como estas organizações se posicionam frente à possibilidade de investir em causas menos conhecidas, como o daltonismo

Bola na rede: uma análise das estratégias comunicacionais de empresas esportivas no ambiente digital conectado

O uso das mídias sociais digitais como meio de divulgação de produtos, serviços e conteúdos organizacionais tem crescido nas últimas décadas e ganhou especial atenção nos planejamentos de comunicação organizacional e nos estudos acadêmicos sobre o tema. Nesse sentido, o segmento de empresas esportivas atua com destaque, despertando o interesse e a empatia do consumidor. Por meio de análise bibliográfica e estudo empírico, esta pesquisa teve como objetivo investigar as ações de comunicação mercadológica do segmento esportivo no ambiente digital conectado, através de um estudo de caso múltiplo das empresas Nike e Adidas. Para a obtenção dos dados, foram realizadas entrevistas em profundidade com profissionais do mercado e aplicado um protocolo de investigação de redes sociais digitais nos perfis das duas empresas. Após a coleta dos dados, estes foram analisados à luz das teorias estudadas nos capítulos iniciais (que abordaram temas como comunicação organizacional, comunicação digital, esporte e comunicação esportiva), e foi possível concluir, entre outros pontos, que, no universo do segmento esportivo, a comunicação digital conectada não prioriza o diálogo com seus públicos de interesse, sendo essencialmente baseada na divulgação unilateral de conteúdos, nem tampouco explora a potencialidade de cada uma das plataformas digitais disponíveis, replicando conteúdos em diferentes ambientes. Ficou evidente, também, o uso dos elementos constituintes do universo esportivo como argumentos estratégicos de comunicação das empresas, decorrente de sua capacidade de estreitar os laços relacionais com os públicos de interesse, por meio de seus apelos simbólicos de fácil identificação social.

HIP HOP COMO PROCESSO COMUNICACIONAL E SOCIABILIDADE PARA JOVENS INDÍGENAS DE DOURADOS – MS

Estudo sobre o Hip Hop como processo comunicacional e sociabilidade entre jovens indígenas de Dourados, Mato Grosso do Sul, para verificar quais os principais objetivos da prática do movimento Hip Hop, compreender se serve como comunicação, contribui para o fortalecimento da língua guarani ou gera novas tensões sociais na reserva. Para tanto, foi analisado aspectos históricos do movimento, passando pelos Estudos Culturais, e como Movimento Social, dando início à discussão de uma voz alternativa por meio do Hip Hop. Do ponto de vista metodológico, trata-se de um de estudo de caso, com representantes dos grupos de jovens Brô Mc's e Jovens Conscientes, das reservas Jaguapirú e Bororó, das etnias Guarani-Kaiowá de Dourados (MS). Foram realizadas entrevistas semiestruturadas junto a jovens que participaram das oficinas de hip hop, das lideranças indígenas e professores. A investigação é complementada pela pesquisa bibliográfica, documental e análises das letras de rap em confrontação com as visões da imprensa, a partir da análise dos jornais Diário MS e O Progresso. Os resultados apontam que os jovens se apropriam de uma cultura global para transformar o ambiente local com objetivo de preservar a língua guarani, uma alternativa para o conhecimento, logo para não seguirem caminhos como o das drogas. Negociando falas sobre sua realidade, dentro e fora da reserva, já que nos meios de comunicação locais há pouco espaço para a voz dos indígenas e dentro da reserva ainda há contestação do movimento em um contexto político, na tentativa de atingir uma cultura “pura”, devido à preocupação dos mais velhos com a perda de território.

O DISCURSO DE HUMANIZAÇÃO COMO ESTRATÉGIA DE APROXIMAÇÃO COM O CONSUMIDOR NAS PUBLICIDADES DAS MÍDIAS SOCIAIS

Este trabalho propõe o estudo analítico de estratégias discursivas das organizações empregadas nas publicidades das mídias sociais no Brasil em que, na tentativa de aproximação com os consumidores, as empresas emitem discursos de humanização. A pesquisa ocupou-se em identificar e analisar as publicidades das marcas notabilizadas nesse ambiente superabundante de informação, capazes de comunicar-se efetivamente com os consumidores, a ponto de levá-los ao engajamento com os interesses da organização pela interação e compartilhamento dos conteúdos nas mídias sociais, e de torná-los os agentes da marca, aqueles que divulgam voluntariamente os seus benefícios para a sua rede de amigos. Trata-se de uma pesquisa exploratória de teor qualitativo, cuja busca se dará pelas delineações de um espaço discursivo. Utilizou-se a análise do discurso (AD), da linha francesa, sob a perspectiva dos estudos do ethos, cenas de enunciação e contrato de comunicação que contemplam os discursos organizacionais. Além da conceituação teórica e revisão de literatura vinculadas às mídias sociais e cultura organizacional, o trabalho analisou as publicidades em vídeo publicadas no Facebook e YouTube, nos anos de 2014 e 2015, cujo intuito era a aproximação com o consumidor. A pesquisa demonstrou que o ambiente das mídias sociais requer outra postura das organizações, uma linguagem dialógica e interativa com a participação do consumidor nas suas publicidades. A supervalorização do consumidor e a sua inclusão nas narrativas é uma tentativa de humanizar as relações entre organização e seus públicos e demonstram ser o eixo conciliador entre ambos na nova ambiência midiática.

Análise da eficiência de contratos de serviços de elevada especificidade terceirizados pela petrobras

The definition of the boundaries of the firms is subject that has occupied the organizational theorists long ago, being the seminal work of Coase (1937) indicated as the trigger for one theoretical evolution, with emphasis on governance structures, which led to a modern theory of incomplete contracts. The Transaction Cost Economics (TCE) and Agency Theory arise within this evolution, being widely used in studies related to the theme. Empirically, data envelopment analysis (DEA) has established itself as a suitable tool for analysis of efficiency. Although TCE argues that specific assets must be internalized, recent studies outside the mainstream of theory show that, often, firms may decide, for various reasons, hire them on the market. Researches on transaction costs face with the unavailability of information and methodological difficulties in measuring their critical variables. There`s still the need for further methodological deepening. The theoretical framework includes classic works of TCE and Agency Theory, but also more recent works, outside the mainstream of TCE, which warn about the existence of strategies in use of specific assets that aren`t necessarily aligned with the classical ideas of TCE. The Brazilian oil industry is the focus of this thesis, that aimed to evaluate the efficiency of contracts involving high specificity service outsourced by Petrobras. In order to this, we made the categorization of outsourced services in terms of specificity, as well the description of services with higher specificity. Then, we verified the existence of relationship between the specificity of services and a number of variables, being found divergent results than those that are preached by the mainstream of TCE. Then, we designed a DEA model to analyze the efficiency in the use of onshore drilling rigs, identified among the services of highest specificity. The next step was the application of the model to evaluate the performance of drilling rigs contracts. Finally, we verified the existence of relationship between the efficiency of contracts and a number of variables, being found, again, results not consistent with the theory mainstream. Regarding to analyze of efficiency of drilling rigs contracts, the model developed is compatible with what is found in academic productions in efficiency of drilling rigs. The results on efficiency show a wide range of scores, with efficiencies ranging from 31.79% to 100%, being low the sample efficiency average. There is consonance between the model results and the practices adopted by Petrobras. The results strengthen the DEA as an important tool in studies of efficiency with possibility to use for analysis other types of contracts. In terms of theoretical findings, the results reinforce the arguments that there are situations in which the strategies of the organizations, in terms of use of assets and services of high specificity, do not necessarily follow what is recommended by the mainstream of TCE