When a local competitor (slightly) shakes up the global giant: a case on the soft drink market

As marcas globais mantiveram muita atenção no campo do marketing (Kotler, 1997; Holt, Quelch, e Taylor, 2004; Özsomer e Altaras, 2008), enquanto as marcas locais foram subestimadas (Ger, 1999; Schuiling e Kapferer, 2004). No entanto, o debate adaptação contra padronização foi amplamente discutido. Centra-se na definição de como uma empresa internacional deve construir a sua estratégia: ao padronizar sua estratégia de marketing ou, adaptando para melhor atender a cultura e às necessidades locais (Levitt, 1983; Subhash, 1989; Herbig, 1998; Holt, 2004; Melewar e Vemmervik , 2004; Heerden e Barter, 2008). No entanto, este assunto não foi discutido no contexto específico do consumo alternativo oferecido por concorrentes locais específicos. Hoje em dia, um aumento na oferta de produtos alternativos é observado. O consumo socialmente responsável está crescendo (Sen e Bhattacharya, 2001; Holt, 2002; Loureiro, 2002; François-Lecompte e Valette-Florence, 2006). O mercado dos refrigerantes de cola é de interesse particular. Colas alternativas são refrigerantes de cola que surgiram durante a última década em algumas regiões ou zonas específicas do mundo. Estas colas claramente posicionam-se como uma alternativa ao refrigerante global Coca-Cola. A alternativa não é baseada no preço mas nas características especiais dos produtos que constituem uma proposição de valor específica, diferente da Coca-Cola. Na França, desde uma década, o número de colas regionais aumentou, sendo mais de quinze hoje. O refregirante Breizh Cola foi lançado em 2002 e atinge quase uma quota de mercado de 10% na região Bretanha hoje. Em 2009, a Coca-Cola Entreprise iniciou uma campanha de marketing específica, na Bretanha, baseada em recursos visuais e parcerias regionais. Este caso de adaptação em um contexto de concorrência local específico é explorado nesta dissertação que incide sobre as razões da preferência para Breizh Cola, de um lado, e sobre as acções empreendidas pela Coca-Cola na Bretanha, do outro lado. Este estudo mostra que a Coca-Cola anda nos passos de Breizh Cola, a fim de melhor atender às expectativas local.

Eunice Katunda (1915-1990) e Esther Scliar (1926-1978) : trajetórias individuais e análise de "Sonata de Louvação" (1960) e "Sonata para Piano" (1961)

Este estudo aproxima Eunice Katunda (1915-1990) e Esther Scliar (1926-1978) pela verificação de suas trajetórias individuais e pela análise musical de ‘Sonata de Louvação’ (1960) e ‘Sonata para Piano’ (1961). A investigação de suas trajetórias enfatiza, com base em documentos como cartas, depoimentos e entrevistas, a experiência vivida. A abordagem prioriza a experiência individual, sem prescindir da contextualização de suas atuações, desde o final dos anos 40, no cenário musical brasileiro. A revisão bibliográfica dos estudos de gênero em música integra o trabalho como ferramenta metodológica para as análises das duas sonatas.

Rumo a um desenho técnico de um sistema de apoio à decisão para uma reconfiguração do soft systems methodology: o caso do planejamento sistêmico

A multidisciplinaridade da tomada de decisão sofre com as peculiaridades de qualquer campo multidisciplinar. A falta de comunicação, muitas vezes, gera problemas e as respostas que podem ser encontradas dentro de outras áreas. Os Métodos de Estruturação de Problemas são respostas para os questionamentos atuais nas escolas de administração e negócios, principalmente o uso multimetodológico destes com outros métodos. Tendo o Soft Systems Metholodogy – SSM – como base, e a incorporação do Strategic Options Development and Analysis – SODA – ao processo do SSM, Georgiou (2012) apresenta o Planejamento Sistêmico em sua configuração mais recente. Visando buscar uma ferramenta computacional que atenda os pressupostos do SSM, e que incorpore as especificações da configuração do Planejamento Sistêmico, definem-se uma notação para o método e uma formalização das para as comunicações existentes entre os elementos, subsistemas, sistema e ambiente e, com isso, torna-se possível controlar o uso do método de forma iterativa. Para demonstrar tal uso, apresenta-se uma análise de um caso real e demonstra as dificuldades encontradas na utilização da Notação e Comunicação definida. Posteriormente, apresenta-se um desenho técnico de uma ferramenta computacional modular e que pode ser usada de forma integrada com outras ferramentas de outros métodos. Como resultado, têm-se o avanço na definição de padrões no uso das ferramentas do SSM, na apresentação dos aspectos sistêmicos do Planejamento Sistêmico, na apresentação de um uso iterativo do método e na apresentação de um desenho técnico para uma ferramenta computacional.

SSM samba: a survey of brazilian approaches to soft systems methodology (1999-2005)

This paper reports the results of a survey intended to discover the manner in which Soft Systems Methodology (SSM) is understood and used in Brazil. The focus is upon SSM papers published in national and international journals, and conferences, incorporating a refereeing procedure. To be included in the survey, publications had to meet at least one of the following criteria: (a) authorship is clearly of Brazilian nationality; or, (b) authorship is affiliated to a Brazilian institution; or (c) application is set in Brazil. Similar surveys reporting on the United Kingdom, Australia and, to a lesser extent, Spain have been published previously in the literature. This paper, therefore, contributes to the growing international understanding and usage of SSM. Ultimately the paper serves as an initial map of the developing context in Brazilian SSM theory and practice.

Clusters Piano

Som componente do jogo “Musikinésia (http://www.loa.sead.ufscar.br/musikinesia.php)” desenvolvido pela equipe do Laboratório de Objetos de Aprendizagem da Universidade Federal de São Carlos (LOA/UFSCar).

A união entre técnica e musicalidade na metodologia de ensino do piano da professora Isabelle Vengerova

GOMES FILHO, Tarcísio. A união entre técnica e musicalidade na metodologia de ensino do piano da professora Isabelle Vengerova. In: Encontro Regional da ABEM Nordeste, 7., João Pessoa, PB, 2008. Anais ... João Pessoa, PB, 2008.

Brachyuran soft-bottom assemblage from marine shallow waters in the southeastern Brazilian littoral.

The present investigation examined the assemblages of brachyuran crabs in three bays of southeastern So Paulo State, analyzing the numbers of species and individuals, biomass, and diversity. The crabs were collected monthly in Ubatumirim, Ubatuba, and Mar Virado bays in the Ubatuba region over 2 years (1998 and 1999). In each bay, six tows were made from a fishing boat. A total of 39,820 specimens, representing 11 super families, 39 genera, and 65 species of brachyurans, were obtained. The mean number of specimens and biomass varied seasonally, which can be mainly related with the population tendencies of two dominant species in the area (Callinectes ornatus and Hepatus pudibundus). The highest numbers of individuals and species were found in Ubatuba Bay, followed by Ubatumirim and Mar Virado. The highest diversity index was estimated for Ubatumirim (H' = 2.44), followed by Ubatuba (H' = 2.37) and Mar Virado (H' = 1.86). In general, the coastal region supported high abundance and species richness concerning brachyurans, with high diversity indices, probably because of its more-heterogeneous substrate, which may afford more refuges for certain species. These results suggested that environmental conditions in this area, although they showed certain differences, are favorable for the establishment and development of a diverse brachyuran guild.

Openability of soft drinks PET packagings

Studies on packaging accessibility are still incipient in Brazil. Many of these packagings can represent a challenge to users, whether due to non-informative labels, tricky tabs or seals, or even those that need strength to open. This paper brings a simple test to determine the necessary torque force to open PET bottles, and to predict the amount of users that could not open it. The findings suggest that a considerable amount of users could not open it or would have some difficulties to exert the necessary force.

Metodologia para adaptação de microarquiteturas microprogramadas soft-core à uma ISA padrão: estudo do impacto sobre a complexidade de hardware para o padrão MIPS

In academia, it is common to create didactic processors, facing practical disciplines in the area of Hardware Computer and can be used as subjects in software platforms, operating systems and compilers. Often, these processors are described without ISA standard, which requires the creation of compilers and other basic software to provide the hardware / software interface and hinder their integration with other processors and devices. Using reconfigurable devices described in a HDL language allows the creation or modification of any microarchitecture component, leading to alteration of the functional units of data path processor as well as the state machine that implements the control unit even as new needs arise. In particular, processors RISP enable modification of machine instructions, allowing entering or modifying instructions, and may even adapt to a new architecture. This work, as the object of study addressing educational soft-core processors described in VHDL, from a proposed methodology and its application on two processors with different complexity levels, shows that it s possible to tailor processors for a standard ISA without causing an increase in the level hardware complexity, ie without significant increase in chip area, while its level of performance in the application execution remains unchanged or is enhanced. The implementations also allow us to say that besides being possible to replace the architecture of a processor without changing its organization, RISP processor can switch between different instruction sets, which can be expanded to toggle between different ISAs, allowing a single processor become adaptive hybrid architecture, which can be used in embedded systems and heterogeneous multiprocessor environments

Improvement of electrical properties of Sr-modified (Pb,Ca)TiO3 thin films grown by soft chemistry route

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Lanthanum-doped Bi4Ti3O12 prepared by the soft chemical method: Rietveld analysis and piezoelectric properties

Bi4-xLaxTi3O12 (BLT) thin films and powders with x ranging from 0 to 0.75 were prepared by the polymeric precursor solution. The effect of lanthanum on the structure of BIT powders was investigated by Rietveld Method. The increase of lanthanum content does not lead to any secondary phases. Orthorhombicity of the bismuth titanate (BIT) crystal lattice decreased with the increase of lanthanum content due the reduction of a/b ratio. The BLT films show piezoelectric coefficients of 45, 19, 16 and 10 pm/V for x = 0, 0.25, 0.50 and 0.75, respectively. The piezoelectric response is strongly reduced by the amount of lanthanum added to the system. (c) 2006 Elsevier Ltd and Techna Group S.r.l. All rights reserved.

Effect of the microwave oven on structural, morphological and electrical properties of SrBi4Ti4O15 thin films grown on Pt/Ti/SiO2/Si substrates by a soft chemical method

Thin films of SrBi4Ti4O15 (SBTi), a prototype of the Bi-layered-ferroelectric oxide family, were obtained by a soft chemical method and crystallized in a domestic microwave oven. For comparison, films were also crystallized in a conventional method at 700 degrees C for 2 h. Structural and morphological characterization of the SBTi thin films were investigated by Xray diffraction (XRD) and atomic force microscopy (AFM), respectively. Using platinum coated silicon substrates, the ferroelectric properties of the films were determined. Remanent polarization P-r and a coercive field E-c values of 5.1 mu C/cm(2) and 135 kV/cm for the film thermally treated in the microwave oven and 5.4 mu C/cm(2) and 85 kv/cm for the film thermally treated in conventional furnace were found. The films thermally treated in the conventional furnace exhibited excellent fatigue-free characteristics up to 10(10) switching cycles indicating that SBTi thin films are a promising material for use in non-volatile memories. (C) 2007 Elsevier B.V. All rights reserved.

Enhanced ferroelectric properties of La-substituted BiFeO3 thin films on LaSrCoO3/Pt/TiO2/SiO2/Si (100) substrates prepared by the soft chemical method

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Electric and dielectric behavior of CaCu3Ti4O12-based thin films obtained by soft chemical method

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Colonisation of soft lining materials by micro-organisms

Objective:This study evaluated the in vitro adherence of pathogenic micro-organisms, Candida albicans, Staphylococcus aureus and Pseudomonas aeruginosa, to soft lining materials and their inhibitory effect on these micro-organisms.Materials and Methods:To measure adherence, specimens of Molloplast B and Ufi Gel P were inoculated [107 colony-forming units per millimetre (cfu/ml)] with TSB media containing the micro-organisms. To determine the number of micro-organisms in the 10-2-10-5 dilutions, 25 mu l of the suspension were transferred to plates of selective media. Colony counts of each specimen were quantified (cfu/ml). The surface roughness was measured with a perfilometer to assess the relationship between the adherence of micro-organisms and surface roughness of each material. For the inhibition test, specimens of materials were placed in agar plates inoculated individually with the micro-organisms. After 48 h, the inhibition zones around the specimens were measured.Results:None of the materials exhibited inhibition zones. The number of cfu/ml of S. aureus and P. aeruginosa were significantly greater than C. albicans for both materials. The Ufi Gel P exhibited greater adherence of C. albicans than Molloplast B. No correlation was observed between the adherence of micro-organisms and surface roughness.Conclusion:The surface roughness of the materials is not the only factor governing micro-organism adherence.