A COMUNICAÇÃO MERCADOLÓGICA NA OFERTA DE MICROCRÉDITO: UM ESTUDO DE CASO DO BANCO ITAÚ NA PERIFERIA DE SÃO PAULO.

Por um lado, o mundo do Século XXI com ferramentas que possibilitam cada vez mais estarmos conectados e dependentes das tecnologias de comunicação, em que a internet prevalece como meio principal para as pessoas se relacionarem, interagirem, consumirem, se divertirem e se informarem. Do outro lado, quase que uma ilha à parte dessa tendência tecnológica, um espaço em que a comunicação oral, a confiança, o valor da palavra, o conhecer o vizinho do bairro e a comunidade são o que prevalece. Trata-se de mais um fenômeno decorrente do crescimento da Classe C no Brasil, posterior ao lançamento do Plano Real, por Fernando Henrique Cardoso no governo do ex-presidente Itamar Franco, e da implantação de medidas sociais nos anos seguintes, durante o governo de Luiz Inácio Lula da Silva. O segmento que representa 54% da população brasileira e desperta a atenção das empresas como uma nova frente de geração de riquezas e negócios. Por meio de pesquisa bibliográfica e análise documental para análise de conteúdo, este estudo de caso único investigará como o Banco Itaú se comunica com esse público para oferecer o microcrédito na periferia da cidade de São Paulo. Num mundo em que se pensa quanto mais rápidas e sensoriais serão as tecnologias de informação no futuro, o bom e velho bate-papo pode levar a conhecimentos importantes quando queremos nos comunicar com as camadas populares da população.

The impact of procurement-driven technological change on U.S. manufacturing productivity growth

As we enter the 21st Century, technologies originally developed for defense purposes such as computers and satellite communications appear to have become a driving force behind economic growth in the United States. Paradoxically, almost all previous econometric models suggest that the largely defense-oriented federal industrial R&D funding that helped create these technologies had no discernible effect on U.S. industrial productivity growth. This paper addresses this paradox by stressing that defense procurement as well as federal R&D expenditures were targeted to a few narrowly defined manufacturing sub-sectors that produced high tech weaponry. Analysis employing data from the NBER Manufacturing Productivity Database and the BEA' s Input Output tables then demonstrates that defense procurement policies did have significant effects on the productivity performance of disaggregated manufacturing industries because of a process of procurement-driven technological change.

Envisioning innovation : the communication of technological change through graphic representation

Graphic depiction is an established method for academics to present concepts about theories of innovation. These expressions have been adopted by policy-makers, the media and businesses. However, there has been little research on the extent of their usage or effectiveness ex-academia. In addition, innovation theorists have ignored this area of study, despite the communication of information about innovation being acknowledged as a major determinant of success for corporate enterprise. The thesis explores some major themes in the theories of innovation and compares how graphics are used to represent them. The thesis examines the contribution of visual sociology and graphic theory to an investigation of a sample of graphics. The methodological focus is a modified content analysis. The following expressions are explored: check lists, matrices, maps and mapping in the management of innovation; models, flow charts, organisational charts and networks in the innovation process; and curves and cycles in the representation of performance and progress. The main conclusion is that academia is leading the way in usage as well as novelty. The graphic message is switching from prescription to description. The computerisation of graphics has created a major role for the information designer. It is recommended that use of the graphic representation of innovation should be increased in all domains, though it is conceded that its content and execution need to improve, too. Education of graphic 'producers', 'intermediaries' and 'consumers' will play a part in this, as will greater exploration of diversity, novelty and convention. Work has begun to tackle this and suggestions for future research are made.

Enterprise management:A new frontier for organisations

This paper reports on the theoretical foundations and the practical reasons for the increasing popularity of enterprise management. The research has specifically aimed to investigate the dependency between the prevailing type of core competence and the emergent enterprise structure. Empirical inductive research has been conducted in the German automotive industry using the grounded theory approach. This has involved an initial literature review, transcription and codification of interviews to derive tentative propositions, and the validation of the tentative propositions through a questionnaire survey. The research has resulted in the consolidation of the most valid propositions into a conceptual framework. This conceptual framework has been proposed to support enterprise managers who have to make strategic decisions. This study indicates that the prevailing type of core competence is a significant factor that influences the design and management of the enterprise structure. © 2006 Elsevier B.V. All rights reserved.

Foreign manufacturing, regional agglomeration and technical efficiency in UK industries: a stochastic production frontier approach

The paper examines howfar foreign manufacturing investment in UK industries, together with the spatial agglomeration of those industries, affect technical efficiency. The paper links research on the estimation of technical efficiency,with those literatures demonstrating the economies associated with foreign direct investment and spatial agglomeration. The methodology involves estimation of a stochastic production frontier with random components associated with industry technical inefficiency, and a standard error. The paper also explores whether the degree of foreign involvement has a greater impact on technical efficiency where the domestic industry sector is characterized by comparatively high productivity and spatial agglomeration. The policy implications of the analysis are discussed.

Multinational enterprises and technological effort by local firms:a case study of the Malaysian electronics and electrical industry

It is often assumed that foreign MNEs are the driving force behind technological development in developing economies but it has become evident in recent years that the actions of MNEs in isolation from the domestic economy. The study, therefore, examines the determinants of local firms' decisions to undertake technological effort, not only in isolation, but also in the context of linkages between domestic firms and MNEs. There is evidence that linkages between MNEs and local firms are important in explaining technological effort by local firms but direct technological assistance from MNEs does not seem to play a major role in fostering increased technological effort by local firms.

e-Business technological innovations

Modern distribution is being shifted from paper-based, people-intensive marketing systems toward electronic-based procedures that rely on Internet communications and web-enhanced software tools. This article develops a typology of e-business technological innovations that have come to characterize cutting-edge distribution management. e-Business tools relevant to marketing channels are organized by the channel process flows that yield communication and transaction enhancements to distribution systems. Further, a model of the impact of e-business on channel performance is developed. The mediating role of channel structure on technology's impact on channel outcomes in terms of efficiency and effectiveness is also analyzed. Finally, implications of the e-business revolution for managers and researchers are discussed.