Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch

As stated by Hoffmann and Coste-Manière (2012) “The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.” Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study “[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.” Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth.

Facebook3d

INTRODUCTION With the advent of Web 2.0, social networking websites like Facebook, MySpace and LinkedIn have become hugely popular. According to (Nilsen, 2009), social networking websites have global1 figures of almost 250 millions unique users among the top five2, with the time people spend on those networks increasing 63% between 2007 and 2008. Facebook alone saw a massive growth of 566% in number of minutes in the same period of time. Furthermore their appeal is clear, they enable users to easily form persistent networks of friends with whom they can interact and share content. Users then use those networks to keep in touch with their current friends and to reconnect with old friends. However, online social network services have rapidly evolved into highly complex systems which contain a large amount of personally salient information derived from large networks of friends. Since that information varies from simple links to music, photos and videos, users not only have to deal with the huge amount of data generated by them and their friends but also with the fact that it‟s composed of many different media forms. Users are presented with increasing challenges, especially as the number of friends on Facebook rises. An example of a problem is when a user performs a simple task like finding a specific friend in a group of 100 or more friends. In that case he would most likely have to go through several pages and make several clicks till he finds the one he is looking for. Another example is a user with more than 100 friends in which his friends make a status update or another action per day, resulting in 10 updates per hour to keep up. That is plausible, especially since the change in direction of Facebook to rival with Twitter, by encouraging users to update their status as they do on Twitter. As a result, to better present the web of information connected to a user the use of better visualizations is essential. The visualizations used nowadays on social networking sites haven‟t gone through major changes during their lifetimes. They have added more functionality and gave more tools to their users, but still the core of their visualization hasn‟t changed. The information is still presented in a flat way in lists/groups of text and images which can‟t show the extra connections pieces of information. Those extra connections can give new meaning and insights to the user, allowing him to more easily see if that content is important to him and the information related to it. However showing extra connections of information but still allowing the user to easily navigate through it and get the needed information with a quick glance is difficult. The use of color coding, clusters and shapes becomes then essential to attain that objective. But taking into consideration the advances in computer hardware in the last decade and the software platforms available today, there is the opportunity to take advantage of 3D. That opportunity comes in because we are at a phase were the hardware and the software available is ready for the use of 3D in the web. With the use of the extra dimension brought by 3D, visualizations can be constructed to show the content and its related information to the user at the same screen and in a clear way. Also it would allow a great deal of interactivity. Another opportunity to create better information‟s visualization presents itself in the form of the open APIs, specifically the ones made available by the social networking sites. Those APIs allow any developers to create their own applications or sites taking advantage of the huge amount of information there is on those networks. Specifically to this case, they open the door for the creation of new social network visualizations. Nevertheless, the third dimension is by itself not enough to create a better interface for a social networking website, there are some challenges to overcome. One of those challenges is to make the user understand what the system is doing during the interaction with the user. Even though that is important in 2D visualizations, it becomes essential in 3D due to the extra dimension. To overcome that challenge it‟s necessary the use of the principles of animations defined by the artists at Walt Disney Studios (Johnston, et al., 1995). By applying those principles in the development of the interface, the actions of the system in response to the user inputs became clear and understandable. Furthermore, a user study needs to be performed so the users‟ main goals and motivations, while navigating the social network, are revealed. Their goals and motivations are important in the construction of an interface that reflects the user expectations for the interface, but also helps in the development of appropriate metaphors. Those metaphors have an important role in the interface, because if correctly chosen they help the user understand the elements of the interface instead of making him memorize it. The last challenge is the use of 3D visualization on the web, since there have been several attempts to bring 3D into it, mainly with the various versions of VRML which were destined to failure due to the hardware limitations at the time. However, in the last couple of years there has been a movement to make the necessary tools to finally allow developers to use 3D in a useful way, using X3D or OpenGL but especially flash. This thesis argues that there is a need for a better social network visualization that shows all the dimensions of the information connected to the user and that allows him to move through it. But there are several characteristics the new visualization has to possess in order for it to present a real gain in usability to Facebook‟s users. The first quality is to have the friends at the core of its design, and the second to make use of the metaphor of circles of friends to separate users in groups taking into consideration the order of friendship. To achieve that several methods have to be used, from the use of 3D to get an extra dimension for presenting relevant information, to the use of direct manipulation to make the interface comprehensible, predictable and controllable. Moreover animation has to be use to make all the action on the screen perceptible to the user. Additionally, with the opportunity given by the 3D enabled hardware, the flash platform, through the use of the flash engine Papervision3D and the Facebook platform, all is in place to make the visualization possible. But even though it‟s all in place, there are challenges to overcome like making the system actions in 3D understandable to the user and creating correct metaphors that would allow the user to understand the information and options available to him. This thesis document is divided in six chapters, with Chapter 2 reviewing the literature relevant to the work described in this thesis. In Chapter 3 the design stage that resulted in the application presented in this thesis is described. In Chapter 4, the development stage, describing the architecture and the components that compose the application. In Chapter 5 the usability test process is explained and the results obtained through it are presented and analyzed. To finish, Chapter 6 presents the conclusions that were arrived in this thesis.

DEMO models based automatic workflow process generation

Nowadays, more than half of the computer development projects fail to meet the final users' expectations. One of the main causes is insufficient knowledge about the organization of the enterprise to be supported by the respective information system. The DEMO methodology (Design and Engineering Methodology for Organizations) has been proved as a well-defined method to specify, through models and diagrams, the essence of any organization at a high level of abstraction. However, this methodology is platform implementation independent, lacking the possibility of saving and propagating possible changes from the organization models to the implemented software, in a runtime environment. The Universal Enterprise Adaptive Object Model (UEAOM) is a conceptual schema being used as a basis for a wiki system, to allow the modeling of any organization, independent of its implementation, as well as the previously mentioned change propagation in a runtime environment. Based on DEMO and UEAOM, this project aims to develop efficient and standardized methods, to enable an automatic conversion of DEMO Ontological Models, based on UEAOM specification into BPMN (Business Process Model and Notation) models of processes, using clear semantics, without ambiguities, in order to facilitate the creation of processes, almost ready for being executed on workflow systems that support BPMN.

O erotismo mítico da ninfeta

This dissertation establishes a viewpoint in the Social Cience Field of the Nymphs image in the romanesque construction of the twentieth century based in modern archaeology. Our literary corpus is constitututed by the book of the russian author callled Wladimir Nabokov entlited Lolita and the book Presença de Anita, from a brazilian author called Mario Donato. Both works had a singular repercussion involving an erotic conception wich was faced as pornographic and baffling. We appeal to Georges Bataille‟s and Foucault‟s discussion in order to observe it through an erotic viewpoint from an inner experience not submitted to normalizations. Such experiences provoke a feeling of something unknown and it reflects wild singularities proposed by Foucault and related with many misunderstanding things presented in institutions and cultures. Furthemore Bataille‟s conception about erotism will give us conditions to analyze nymphs‟ bodies in order to see themselves from their main characteristics, such as seduction and tempting and maligning forces. We still aim to focus the paradigm of mankind and nature in the direction presented by Edgar Morin. He analyzes some feelings that nymphs provoke and their relation between men and death. In adittion, we present in this issue some questions between culture and biology, focusing on the initial period of larva (wich means the beggining), bringing up what is ready to be born, a mythical and significant body shown in the media. Lolita in the cinema and A Presença de Anita in the TV was disturbing in society and it projected the possibility of a syntaxes of desire. It can has a symbolic purpose or it can be a kind of social and cultural phenomenon, wich is an object of representation. Our purpose is to immersion/emerge in the Nimphs‟s body with adventure and its risks at the same time in wich we are crossing frontiers

Tolerância de cultivares de cana-de-açúcar a herbicidas aplicados em pós-emergência

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Efeito do armazenamento da calda na eficácia de herbicidas aplicados em pré-emergência (parte II)

Diferentes tipos de pulverizadores são utilizados para a aplicação de herbicidas sendo que, em pequenas propriedades, é comum, por questões econômicas, a adaptação de barras ou pistolas manuais a tanques de grande capacidade. Por outro lado, em grandes propriedades, é crescente a tendência da substituição do sistema tradicional de reabastecimento dos pulverizadores pelo sistema de calda pronta. em ambos os casos, pode haver a necessidade de um armazenamento prolongado nos tanques ou no veículo reabastecedor, principalmente na ocorrência de períodos prolongados de chuva. Torna-se, portanto, importante a determinação de períodos de tempo pelos quais as caldas de herbicidas possam ser armazenadas, sem que haja prejuízo à eficácia dos mesmos. O presente trabalho estudou os efeitos do tempo de armazenamento da calda sobre a eficácia de herbicidas aplicados em pré-emergência. O experimento foi instalado no delineamento experimental de blocos ao acaso, com três repetições, no ano agrícola 91/92, em área da Fazenda Experimental da Faculdade de Ciências Agrárias e Veterinárias da UNESP, município de Jaboticabal, Estado de São Paulo, Brasil. Avaliou-se as formulações comerciais de ametryne e diuron com 00, 05, 10, 15, 20, 25 e 30 dias de armazenamento da calda, além de uma testemunha, onde não se efetuou a aplicação de herbicidas. Foram realizadas contagens do número de emergências e altura, por espécie, das plantas daninhas em 1,2 m2 por parcela, aos 30, 45 e 59 dias após a aplicação e uma avaliação visual do controle geral por parcela aos 95 dias após a aplicação. Os resultados obtidos mostram que nenhum dos períodos de armazenamento testados interferiu significativamente na eficiência dos herbicidas, independente do produto utilizado (teste de F a 5%). Portanto, conclui-se que as caldas dos herbicidas testados puderam ser utilizadas normalmente, quando armazenadas por até 30 dias.

Efeito do armazenamento da calda na eficácia de herbicidas aplicados em: I. pós-emergência

Diferentes tipos de pulverizadores são utilizados para a aplicação de herbicidas sendo que, em pequenas propriedades, é comum, por questões econômicas, a adaptação de barras ou pistolas manuais a tanques de grande capacidade. Por outro lado, em grandes propriedades, é crescente a tendência da substituição do sistema tradicional de reabastecimento dos pulverizadores pelo sistema de calda pronta. em ambos os casos, pode haver a necessidade de um armazenamento prolongado nos tanques ou no veículo reabastecedor, principalmente na ocorrência de períodos prolongados de chuva. Torna-se, portanto, importante a determinação de períodos de tempo pelos quais as caldas de herbicidas possam ser armazenadas, sem que haja prejuízo à eficácia dos mesmos. O presente trabalho estudou os efeitos do tempo de armazenamento da calda sobre a eficácia de herbicidas aplicados em pós-emergência. O experimento foi instalado no delineamento experimental de blocos ao acaso, com três repetições, no ano agrícola de 91/92, em Área da Fazenda Experimental da Faculdade de Ciências Agrárias e Veterinárias da UNESP, município de Jaboticabal, Estado de São Paulo, Brasil. Avaliou-se as formulações comerciais de glyphosate, mistura pronta de glyphosate + 2,4?D, MSMA e paraquat com 00, 05, 10, 15, 20, 25 e 30 dias de armazenamento da calda, além de uma testemunha, onde não se efetuou a aplicação de herbicidas. Foram realizadas avaliações visuais de controle, geral e por espécie, aos 15, 31 e 46 dias após a aplicação e os resultados obtidos mostram que nenhum dos períodos de armazenamento testados interferiu significativamente na eficiência dos herbicidas (teste de F a 5%), independente do produto utilizado e da época de avaliação. Portanto, conclui-se que as caldas dos herbicidas testados puderam ser utilizadas normalmente, quando armazenadas por até 30 dias.

Avaliação da eficiência da mistura pronta de glyphosate + 2,4-D no controle da Commelina virginica L. em citros

Um dos herbicidas mais utilizados para o controle de plantas daninhas em pós-emergência nos pomares cítricos paulistas é o glyphosate. No entanto, este herbicida aplicado isoladamente e nas doses recomendadas, tem proporcionado seleção da planta daninha trapoeraba (Commelina virginica L.), devido à grande tolerância da mesma, somada à eficiente eliminação das demais espécies da comunidade infestante. em vista disso, e pela falta de opções , faz-se necessária a pesquisa de outros herbicidas ou misturas de herbicidas que sejam eficientes no controle da trapoeraba, de baixa toxicidade para os aplicadores, sistêmicos, e que sejam seletivos às plantas cítricas. O presente trabalho foi desenvolvido com o objetivo de estudar a eficiência da mistura pronta dos herbicidas glyphosate + 2,4-D amina no controle da trapoeraba em citros [Citrus sinensis (L.) Osbeck], em comparação com estes mesmos herbicidas aplicados isoladamente, bem como os possíveis efeitos fitotóxicos da mesma à cultura. O experimento foi instalado na região de Catanduva-SP, em um pomar de laranja Pera clone Rio, enxertada sobre limão Cravo, com dez anos de idade, plantado em um espaçamento de 8,0 x 6,5 m. A aplicação dos herbicidas foi realizada em 20 de fevereiro de 1991, de forma dirigida, em pós-emergência tardia da trapoeraba, quando a mesma já florescia e tinha altura variável entre 15 e 60 cm. A análise e interpretação dos resultados obtidos mostraram que a mistura pronta de glyphosate + 2,4-D apresenta um controle superior da trapoeraba em relação aos produtos aplicados isoladamente, não havendo diferenças significativas no controle para doses superiores a 0,60 + 0,80 kg i.a./ha. Os dados obtidos reforçam a teoria de sinergismo entre os dois produtos. em nenhum dos tratamentos foi verificado sintomas visuais de intoxicação nas laranjeiras.

Eficácia de uma nova formulação de glifosato para o controle de grama-seda (Cynodon dactylon), em pomar de citros.

Avaliou-se a eficácia do herbicida glifosato potássico, comparado ao sulfosato e ao glifosato amínico, utilizados como padrões comerciais. Os herbicidas foram aplicados em um pomar de laranja da variedade Pêra-rio, infestado por grama-seda (Cynodon dactylon) com aproximadamente 25 cm de altura, em 70% da área. O experimento foi instalado no município de Taiúva-SP, em solo Podzólico Vermelho-Amarelo, distrófico, de textura arenosa, com relevo suave ondulado. Os tratamentos testados foram: glifosato potássico (ZAPP Qi) a 1,05; 2,10 e 2,50 kg e.a./ha, sulfosato (ZAPP) e glifosato amínico (ROUNDUP CS) a 1,98 e 2,16 kg e.a./ha, respectivamente, além da testemunha sem capina. Os herbicidas foram aplicados em pós-emergência da planta daninha, com pulverizador costal, à pressão constante (mantida por CO2 comprimido) de 2,5 kg/cm², munido de barra com seis bicos de jato plano (leque) DG 11002, com um consumo de calda equivalente a 200 L/ha. Os melhores resultados de controle foram obtidos com 2,5 kg e.a./ha do glifosato potássico, que também garantiu menor brotação da grama-seda. No entanto, a dosagem de 2,10 kg e.a./ha deste mesmo herbicida não foi menos eficaz que o sulfosato e o glifosato, com 1,98 e 2,16 kg e.a./ha, respectivamente.

Enterotoxigenicidade de cepas de Aeromonas sp. isoladas em diferentes pontos do fluxograma de abate bovino

Com o objetivo de verificar a capacidade enterotoxigênica de cepas de Aeromonas sp. isoladas em diferentes produtos e locais no fluxograma de abate bovino, foram testadas 102 cepas (18 da espécie A. hydrophila, 65 da espécie A. caviae e 19 atípicas) ante os testes de inoculação intragástrica em camundongo lactente e em alça intestinal ligada de coelho. Revelaram-se como produtoras de enterotoxinas três (16,7%) cepas da espécie A. hydrophila, originárias das mãos do manipulador antes que ele iniciasse seus trabalhos e da carne desossada pronta para o consumo, e uma (1,5%) da espécie A. caviae, também isolada das mãos. Os resultados são preocupantes pela presença de cepas enterotoxigênicas de bactérias do gênero Aeromonas em indústria de alto nível higiênico-sanitário.

Processamento mínimo em goiabas 'Paluma' e 'Pedro Sato': 2. Avaliação química, sensorial e microbiológica

Foram utilizados frutos de goiabeiras das cultivares Pedro Sato e Paluma, provenientes de pomar comercial, no estádio de maturação de vez, correspondente à coloração verde-mate e considerados ótimo para o consumo. Os frutos foram inicialmente imersos em solução de hipoclorito de sódio (150mg de cloro.L-1) por 5 minutos, para desinfecção superficial. Pessoas treinadas, utilizando proteção adequada e equipamentos desinfetados descascaram os frutos, cortaram-nos longitudinalmente ao meio e eliminaram a polpa com as sementes, em ambiente a 12°C. Após enxágüe com água clorada (20mg de cloro.L-1) foram embalados em contentores de tereftalato de polietileno (PET) com tampa. Estas unidades foram armazenadas a 3°C por 10 dias. Foram realizadas análises microbiológicas ao longo do período. Determinaram-se quimicamente os conteúdos de lignina, ácido ascórbico, acidez total titulável, sólidos solúveis totais e porcentagem de solubilização das pectinas, bem como as variáveis sensoriais de textura, sabor e preferência. A textura tornou-se mais frágil e os conteúdos de ácido ascórbico se reduziram, ao longo do período de armazenamento, nos produtos de ambas as cultivares. Durante este período houve aumento no conteúdo de lignina e manutenção dos conteúdos de sólidos solúveis totais (SST), acidez total titulável (ATT) e da relação SST/ATT. O produto da cultivar Pedro Sato apresentou menor perda de textura que o da 'Paluma', sendo considerado pelos provadores como o mais saboroso e, portanto, o mais preferido. Devido aos cuidados higiênicos tomados durante o processamento o produto apresentou baixa contagem microbiana (< 10³ UFC.g-1), em todas as avaliações efetuadas.

Avaliação do programa escola ativa como política pública para escolas do campo com turmas multisseriadas: a experiência em jardim do seridó/rn (1998-2009)

This work aims at developing an evaluation of the implementation of the Program Escola Ativa as a public policy for rural schools with combined grade classrooms in Jardim do Seridó RN (1998 2009) focusing on the following dimensions: school s physical environment, training, follow up, and didactic usage of the methodology. In order to develop this research we refer to the literature that analyzes the cycle of policies (FREY, 2000). In this approach, evaluation represents an important step in the process of analyzing the implementation of public policies, as a way of measuring up their performance, as well as a guide for realignments and redefinitions (PRESSMAN; WILDAVSKY, 1998). In order to accomplish this function, the evaluator of policies must be acquainted with scientific concepts and methods that consist of describing, interpreting and analyzing the policies in the governmental sphere (MENY; THOENIG, 1992; LIMA JÚNIOR, 1978). In this perspective, we intend to investigate whether in its proposition of minimizing the blanks in the Brazilian educational system, the implementation of the Program would be contributing to the improvement of the political-pedagogical practices in the rural schools with combined grade classrooms in Jardim do Seridó RN. In order to do this research, we have developed a theoretical-methodological matrix made of analysis dimensions, variables, indicators and instruments, such as literary revision, documental analysis, semi-structured interviews with four teachers and three supervisors that work and/or have worked in Escola Ativa in that town in the period comprised among 1998 2009, besides notes taken from field observation and photographs from four rural schools with combined grade classrooms. With this research we have identified that the Program, at a national level, has gone through different phases in its implementation process, for the town was not ready to fully take the responsibilities of the autonomous expansion, in 2002. From that period on, the execution of Escola Ativa has suffered several discontinuities, such as the lack of professional training and supervising. It is also noted that the methodology contributes to the dynamization of the didactic-pedagogical activities and promotes the cooperation and autonomy of the students in the organization and the applicability of the components of the curriculum, especially of Governo Estudantil and Cantinhos de Aprendizagem. Although the directions of the Program (BRASIL, 2005) point out that Escola Ativa has among its principles social transformation, we identified that, isolated, the initiative is not capable of promoting the changes that the rural schools need, namely investments in the physical, material, pedagogical and technological infra-structure, besides the estimation and a career plan for the teachers. In a general draft of the results of this research, we realized that some aspects presented about the peculiarities of Escola Ativa in Jardim do Seridó as a governmental Program, reinforce the need for the public policies to be evaluated, in order to confront critic and operationally the planning with the practice, revising action, whenever necessary

Pelos caminhos das idéias e da existência: a propósito das cartografias de J. T. de Moura Filho

The present study aimed to investigate the intellectual, personal and professional tracjetory of José Tavares de Moura Filho. Civil engineer who devoted him self to cartographic cience, though not a cartographer, and to literature. At 65 years old, already with retirement, he devoted his attention to writing his books and see the world, as he said. There were nine books, five of poetry, prose and short stories, and four of cartographic nature. The published his books independently. He wrote and his wife Elza typed. Once ready, he would seek the graphics, later a publisher, to reproduce his writing. He liked to say he would rather to pay for your books than bay a new car, and did so. Died at age of 82 years, leaving a rich material for the young students, those who read, as he always did by dedicating his books. In order to achieve the objectives of this study, we used as a theoretical some authors dealing with historiography, oral history, intellectual intineraries and history of ideas, as Garnica, Nóvoa, Barros, Bosi, Le Goff among others. From this perspective, we constructed an archeology of ideas and the existence of Moura Filho, to point contributions of the teaching of mathematics from his work

Efeito de herbicidas na dessecação e germinação de sementes remanescentes de Lolium multiflorum L.

A trial was carried out to evaluate efficacy of different herbicides and spray volumes when sprayed to ryegrass for chemical management and control of remaining seeds. The treatments were: three formulations of glyphosate at 1080 g ha(-1) (Original Round up, Round up Transorb, WG Round Up), paraquat + diuron at 300+500 and 150+250 g ha(-1) and glufosinate ammonium at 400 and 600 g ha(-1). All treatments were used in spray volumes of 200 and 400 l ha(-1). The effectiveness of the desiccation of ryegrass plants was assessed at 1, 3, 7, 14 and 21 days after application. At the last evaluation samples were collected for dry mass production analysis, and also panicles with seeds for germination test. Glyphosate in different formulations and volumes and glufosinate ammonium at 600 g ha(-1) when sprayed with into 400 l ha(-1) provided the best controls regarding ryegrass chemical management. Treatments with gliphosate (Roundup Original) and paraquat + diuron (300 +150 g ha(-1)) in volumes of 400 and 200 L ha(-1), respectively, were the ones that showed the lowest values of dry matter, differing from the control. All the ryegrass seeds were killed by treatments with herbicides (paraquat + diuron) at 500 + 250 g ha(-1) and glufosinate-ammonium at 600 g ha(-1) when used 200 l ha(-1).

Assistência de enfermagem às urgências e emergências psiquiátricas no serviço de atendimento móvel de urgência em Mossoró-RN

This study aims to identify the concepts of professional nursing team on assistance in urgency and psychiatric emergencies in SAMU in Mossoró/RN, identifying the difficulties in implementing an emergency assistance to the user in psychiatric distress in this service and point strategies in pursuit of consolidation and expansion of comprehensive health care to the public. It is a descriptive research with qualitative and exploratory approach. The subjects were employees of the nursing staff of SAMU of that mentioned municipality. Semi-structured interviews are applied as tool for data collection. It was counted on the consent of the institution where the study was developed and approval by the Ethics Committee in Research of UFRN with CAAE No 17326513.0.0000.5537, besides signing the Informed Free Consent Term by the participants. Data analysis was done by means of thematic analysis proposed by Bardin. Thus , as a result of the research produced the following categories: mechanistic practice; dehumanization of care; need for qualification, barriers to assistance in urgency and psychiatric emergency and strategies in pursuit of comprehensive care, which proceeded in preparing two articles entitled "Nursing care to the emergency room and psychiatric emergencies in the mobile emergency care service" and "Barriers for emergency service and psychiatric emergencies in the mobile emergency care service". In the studied reality it was identified that nursing care offered to users in situations of urgency and psychiatric emergency is made based primarily on the use of chemical and physical restraints, as well as transportation to the general hospital, constantly using the police force support, which meets the guidelines of the Psychiatric Reform and thereby undermining the provision of an effective and humane care. This scenario is worsened by the lack of an organized network of services in mental health, where after the service the user is taken to a general hospital, considering that there is no ready or appropriate psychiatric emergency service as a Center of Psychosocial Care - CAPs III to reference it, thereby precluding the realization of a resolute and comprehensive care. Thus, it is concluded that nursing care is based on biologicist and medicine-centered model advocated by classical psychiatry, and that despite all the advances in psychiatric reform, still guides the mental health care, so the lack of service network organized in hierarchical and mental health, where the user in urgency and emergency service can be watched in full and the guidelines of the psychiatric reform can be realized in practice