La relación entre los conceptos de relación estratégica comunitaria de las organizaciones con las comunidades y la responsabilidad social

Para maximizar los beneficios, una compañía fundamenta sus acciones en ciertas estrategias que ayudan a cumplir su objetivo de generar utilidades. Entre las diferentes acciones que una organización puede utilizar, están las de responsabilidad social y las de relaciones estratégicas con la comunidad. Partiendo de la definición de comunidad, pasando por una descripción de responsabilidad social y sus diferentes formas de aplicabilidad dentro de una empresa, hasta la definición de relación estratégica con la comunidad; esta investigación dirige sus esfuerzos a determinar el vínculo que existe entre los conceptos de responsabilidad social y relación estratégica comunitaria. Adicionalmente, se plantea que otras estrategias de relacionamiento con clientes, como el mercadeo relacional o el CRM, las cuales enfocan sus esfuerzos en conocer a cada uno de los clientes de una compañía para plantear una oferta acorde a sus necesidades, no son muy efectivas a la hora de crear un vínculo emocional con la comunidad.

Platelet 12-lipoxygenase activation via glycoprotein VI: involvement of multiple signaling pathways in agonist control of H(P)ETE synthesis

Lipoxygenases (LOX) contribute to vascular disease and inflammation through generation of bioactive lipids, including 12-hydro(pero xyeicosatetraenoic acid (12-H(P)ETE). The physiological mechanisms that acutely control LOX product generation in mammalian cells are uncharacterized. Human platelets that contain a 12-LOX isoform (p12-LOX) were used to define pathways that activate H(P)ETE synthesis in the vasculature. Collagen and collagen-related peptide (CRP) (1 to 10 g/mL) acutely induced platelet 12-H(P)ETE synthesis. This implicated the collagen receptor glycoprotein VI (GPVI), which signals via the immunoreceptor-based activatory motif (ITAM)- containing FcR chain. Conversely, thrombin only activated at high concentrations ( 0.2 U/mL), whereas U46619 and ADP alone were ineffective. Collagen or CRP-stimulated 12-H(P)ETE generation was inhibited by staurosporine, PP2, wortmannin, BAPTA/AM, EGTA, and L-655238, implicating src-tyrosine kinases, PI3-kinase, Ca2 mobilization, and p12-LOX translocation. In contrast, protein kinase C (PKC) inhibition potentiated 12-H(P)ETE generation. Finally, activation of the immunoreceptor tyrosine-based inhibitory motif (ITIM)– containing platelet endothelial cell adhesion molecule (PECAM-1) inhibited p12-LOX product generation. This study characterizes a receptor-dependent pathway for 12-H(P)ETE synthesis via the collagen receptor GPVI, which is negatively regulated by PECAM-1 and PKC, and demonstrates a novel link between immune receptor signaling and lipid mediator generation in the vasculature. (Circ Res. 2004;94:1598-1605.)

fMRI delineation of working memory for emotional prosody in the brain: commonalities with the lexico-semantic emotion network

Decoding emotional prosody is crucial for successful social interactions, and continuous monitoring of emotional intent via prosody requires working memory. It has been proposed by Ross and others that emotional prosody cognitions in the right hemisphere are organized in an analogous fashion to propositional language functions in the left hemisphere. This study aimed to test the applicability of this model in the context of prefrontal cortex working memory functions. BOLD response data were therefore collected during performance of two emotional working memory tasks by participants undergoing fMRI. In the prosody task, participants identified the emotion conveyed in pre-recorded sentences, and working memory load was manipulated in the style of an N-back task. In the matched lexico-semantic task, participants identified the emotion conveyed by sentence content. Block-design neuroimaging data were analyzed parametrically with SPM5. At first, working memory for emotional prosody appeared to be right-lateralized in the PFC, however, further analyses revealed that it shared much bilateral prefrontal functional neuroanatomy with working memory for lexico-semantic emotion. Supplementary separate analyses of males and females suggested that these language functions were less bilateral in females, but their inclusion did not alter the direction of laterality. It is concluded that Ross et al.'s model is not applicable to prefrontal cortex working memory functions, that evidence that working memory cannot be subdivided in prefrontal cortex according to material type is increased, and that incidental working memory demands may explain the frontal lobe involvement in emotional prosody comprehension as revealed by neuroimaging studies. (c) 2007 Elsevier Inc. All rights reserved.

Organisational politics: reconciling leadership's rational-emotional paradox

Purpose – Effective leadership action requires managers to harness power that is intrinsically political. This paper aims to study and characterise the political nature of a manager's behaviour when taking leadership action. Design/methodology/approach – The methodological approach is qualitative and examines three organisations over a three-year period when these entities experienced a major product failure. The paper analyses the actual managerial behaviour of managers and provides insight into the factors that most strongly influence the effectiveness of managers when taking leadership action. Findings – Political behaviour when taking leadership action can be conceptualised in terms of rationality and emotionality. In so doing, it can be clarified how behaviour must be modified to ensure that leadership action is consistently effective. Research limitations/implications – A case study of three multinational engineering companies engaged in the design, development and manufacturing of turbomachinery provides the platform for the research. The concepts presented in the paper will require validating in other organisations of different demographic profiles. Practical implications – The concepts presented and the implications discussed provide insight into the political nature of managerial behaviour when taking leadership action. The paper highlights the practical steps individual managers can embrace to ensure that their behaviour is appropriate to context, even under the most traumatic situations. Thus, the paper provides managers with a model that facilitates effective leadership action. Originality/value – This paper provides insight into how managers behaved in circumstances that mattered to them. Through immersion in events at the time they took place, the authors captured situations in which managers were under real pressure and, in so doing, avoided the bias inherent when interviewing a manager about past events. As such, the paper concludes that the political behaviour in which managers engage when taking leadership action is rooted in the reality of the adversity that the most capable managers have both experienced and overcome. This detailed study reports behaviour in a situation where managers' business and future prospects were in jeopardy. This paper identifies why some managers were able to use the experience positively, helping them to adopt politically intrinsic behaviour to facilitate effective leadership action.

Extra relationship involvement among women: are they different from men?

Factors related to three types ofExtra Relationship Involvement (ERI) in women were explored: emotional ERI, sexual ERJ, and II combination ofsexual and emotional ERIs . A model, based on a decision-making model of male ERI and the additional variable of commitment, was evaluated. The research involved two studies with female participants (N = 112, N = 44) who had been involved in heterosexual relationships of at least 6-month duration. The major finding was that women engage in emotional and combined ERIs but rarely enter into solely sexual ERIs. It was demonstrated that social norms, planning, relationship satisfaction, and commitment were influential in predicting emotional and combined ERI intentions. Past ERI behavior was a strong predictor offuture emotional and combined ERI behavior, but planning also added to the prediction of combined ERI behavior. Women who had engaged in emotional ERIs and combined ERIs indicated romantic affect as the main reasonfor their ERI behavior. Overall, it was demonstrated that women's intentions to engage in ERI were related to cognitive processes and relationship variables, and that ERI behavior, although generally habitual, was also predicted by cognitive processes.

Measuring consumer involvement : a test of the automobile involvement scale

This study empirically investigated consumer involvement with a product class. Data was collected from 178 vehicle buyers. Reliability and factor analyses investigated the structure of the Bloch (1981) instrument and the dimensions underlying involvement. In terms of replication, the results suggest the reduced-item version of the instrument previously proposed by Shimp and Sharma (1983) is reliable and is a less excessive measurement instrument. Similar dimensions underlying involvement with the product class are reported here. The study extends previous work by obtaining similar results in a different cultural setting, producing findings from a more relevant sample, applying an additional method of data collection, and suggesting that the underlying dimensions may be temporally stable.

Bonding with cultural brands: exploring the 'binds that tie us'

In contexts such as those in the arts and culture industry, where the use of branded products may be difficult to access due to intermittent availability, or, where the branded product outcomes may be difficult to predict, it is argued that consumers form complex relationships with brands.
In order to explore these complex relationships, this research explores the components of the bond that consumers form with arts and cultural products and brands. This research highlights empirically five components of brand bonding with arts and cultural products, viz., brand trust/affinity, social/self connectedness, loyalty, emotional connectedness and brand involvement. These results found that intricacies emerge, such as consumer optimism about branded product failures, anticipation of usage, and a sense of responsibility for the success of the brand. More importantly, these findings suggest that in situations where service outcomes are uncertain, and where the service is available intermittently, loyal consumers are still willing to develop a relationship based on their connectedness or bond with the brand, despite the situational difficulties associated with accessing it.

Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

This paper examines the relative influence of two key antecedents of brand loyalty—satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand loyalty will vary with the level of customer experience with purchasing the service. Building on previous research which examined low-risk, customer product settings [Kim, J., Lim, J.S., & Bhargava, M. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing Science 26 (2): pp. 143–152; Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision-making. Journal of Consumer Research 26: 278], this study shows that for a high-risk setting, involvement with the service category will be more dominant in its influence on brand loyalty than satisfaction with the preferred brand. Furthermore, it was found that experience moderated the influence of involvement and satisfaction on attitudinal brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of buyer behavior and business-to-business brands.

A novel romance : conceptualising emotional attachment as a barrier to adoption

The Technology Acceptance Model (TAM) aims to understand consumers’ adoption of new technologies. Some 30 years after TAM was first proposed, it is still widely used today. This paper proposes an extended version of the TAM, with the primary addition to it being the construct of consumers’ emotional attachment to an existing product. The expanded TAM, Technology Acceptance Model with Emotional Attachment (TAME), is applied to the understudied area of e-book reader technology and its adoption by consumers who read for pleasure versus for academic purposes, as has been the focus of past research on e-book readers. The extended model considers consumers’ emotional attachment to paper books (pbooks) as a likely barrier to the take up of e-book reader technology.

Differential involvement of rat medial prefrontal cortex dopamine receptors in modulation of hypothalamic- pituitary-adrenal axis responses to different stressors

Recent investigations have implicated the medial prefrontal cortex (mPFC) in modulation of subcortical pathways that contribute to the generation of behavioural, autonomic and endocrine responses to stress. However, little is known of the mechanisms involved. One of the key neurotransmitters involved in mPFC function is dopamine, and we therefore aimed, in this investigation, to examine the role of mPFC dopamine in response to stress in Wistar rats. In this regard, we infused dopamine antagonists SCH23390 or sulpiride into the mPFC via retrodialysis. We then examined changes in numbers of cells expressing the c-fos immediate-early gene protein product, Fos, in subcortical neuronal populations associated with regulation of hypothalamic-pituitary-adrenal (HPA) axis stress responses in response to either of two stressors; systemic injection of interleukin-1β, or air puff. The D1 antagonist, SCH23390, and the D2 antagonist, sulpiride, both attenuated expression of Fos in the medial parvocellular hypothalamic paraventricular nucleus (mpPVN) corticotropin-releasing factor cells at the apex of the HPA axis, as well as in most extra-hypothalamic brain regions examined in response to interleukin-1β. By contrast, SCH23390 failed to affect Fos expression in response to air puff in any brain region examined, while sulpiride resulted in an attenuation of the air puff-induced response in only the mpPVN and the bed nucleus of the stria terminalis. These results indicate that the mPFC differentially processes the response to different stressors and that the two types of dopamine receptor may have different roles.

A labour of love: mothers, emotional capital and homework

This paper develops a new analysis of homework by building on feminist scholarship which documents the invisible labour done by women in support of their children's education. While numerous studies have examined the relationship between homework and achievement, little attention has been paid to the largely gendered and potentially stressful nature of ‘parental involvement’. The analytic focus in this paper is on the complex emotional and pedagogical dimensions of homework and the ways it is shaped by socio-cultural contexts. Videotaped homework interactions between one working-class and two middle-class mothers and their children are examined using Bourdieu's concepts of habitus and capital. The analysis distinguishes between productive pedagogical relationships and those that promote extensive anxiety and are counterproductive to learning. The paper argues that the reserves of cultural and emotional capital required for homework completion are significant and that class position does not necessarily guarantee the ways in which these capitals are mobilised.

The role of external influences in high involvement purchase behaviour

Purpose
The purpose of this paper is to discover the consumer decision-making style clusters within the context of automobile purchases in Australia. It also examines the differences between consumer decision-making styles in terms of the importance given to external influences, such as importance of dealers, importance of friends/family members, number of cars test driven, time spent researching final decision and importance of information sources (e.g. internet, magazines, TV ads, word of mouth, etc.), prior to making their final purchase decision.

Design/methodology/approach
Data were collected from 209 respondents using self-administered questionnaires. Cluster analysis and ANOVA were employed to identify and analyse the differences between consumer decision-making style clusters. Consumer Styles Inventory (CSI; Sproles and Kendall, 1986) was used to measure respondents’ consumer decision-making styles in relation to automobile purchases.

Findings
Three clusters were identified from the analysis, namely “innovative informed”, “rational confused”, and “traditional habitual”. Significant differences were found between the clusters in terms of the average time they spent with each car dealer, the time they spent on researching final decision and the importance of consulting with family members prior to making their final purchase decision.

Practical implications
The paper found that some consumers rely heavily on friends/families and dealers as the most important sources of information. Other sources of information consumers use include television advertisements, newspapers, billboards and magazines. Based on the findings, marketers should focus on providing similar types of information/messages by using these above-mentioned sources when communicating with this type of consumers. Dealers could be trained to spend time explaining product features and benefits in full with these consumers and their friends and family members whom they are likely to bring along before making the final purchase decision.

Originality/value
The findings of this study have extended the knowledge by determining the impact of external influences on consumer decision-making styles using the CSI in context of specific product which is yet to be known in relation to Australian automobile consumers.

Exploring the effects of perceived service provider sincerity on consumers' emotional state and satisfaction during service consumption

A holistic approach to satisfaction and its effects seems to be particularly important in high-affect, high-involvement, and extended duration services such as those offered by many travel and tourism providers. This means understanding the complexities of service provision and its processes. Consumers value service interaction that appears sincere. For this reason, organizations expect service providers to manage their service "performance" to reflect a genuine display of positive emotions towards the customer, which has a direct impact on customer satisfaction and possibly overall life satisfaction. This study explores consumers' perception of sincerity and tests its effects on positive emotions and satisfaction in an extended duration service. The findings indicate that perceived service sincerity positively influences consumers' emotions during a service and has important direct and indirect effects on life satisfaction, service satisfaction, and intention to repurchase. Implications for managers and opportunities for further research are discussed.

Implicações gerenciais para o sentido do trabalho

O trabalho constitui elo de ligação entre indivíduo organização; ambos se buscam se escolhem para efetivação de uma realização prática, concreta. entre o indivíduo seu trabalho encontra-se figura do gerente. Grande parte do tempo pessoal dedicada vida profissional. Se tempo no trabalho aumenta, tempo que trabalho deve prover significado também aumenta. não se trata de uma relação meramente quantitativa. Sua renovação se faz necessária diariamente de forma qualitativa. fundamental que tempo no trabalho seja bem utilizado, tenha um propósito contribua para contínuo crescimento não para limitação do indivíduo ao longo do tempo. Se aumento da quantidade de produtos produzidos se constituía no principal desafio do início do século XX, hoje dirigentes passam ter como principal meta fazer com que os conhecimentos existentes na organização se tornem produtivos. tipo de produto que se almeja mais intelectual, de maior valor agregado, demanda maior envolvimento do empregado. Acreditamos que uma das formas para conseguir envolvimento seja através da capacidade do trabalho de prover significado. Gerentes não podem criar sentido para indivíduo, mas podem intervir na organização do trabalho quando necessário. estudo apresenta implicações gerenciais partir do grupo pesquisado: os sentidos os dessentidos do trabalho e as ações gerenciais para administração desta percepção. pesquisa de campo foi realizada através da utilização de questionário fechado efetuada com profissionais retirados de programas de pós-graduação com ênfase em Administração (MBAs). Após coleta dos dados no campo, os dados foram tabulados por meio de parâmetros estatísticos baseados na freqüência. Os indivíduos pesquisados anseiam por eficiência resultados e, partir da clareza das direções gerenciais, espera-se esclarecimento do objetivo de suas atividades. Percebe-se importância da qualidade da relação gerente-subordinado para sentido do trabalho. Há grande demanda pelas habilidades de comunicação do gerente (direções, utilidade do trabalho, feedback). desejo de segurança no trabalho inclui parte financeira mas não exclui emocional, que se manifesta pelo desejo do trabalho em equipe. preocupação da invasão do labor no mundo do trabalho, referenciando os conceitos propostos por Arendt, se manifesta pela rejeição rotinização das atividades e ausência de liberdade de criação. anseio pelo exercício da criatividade, em última instância, reflete necessidade primordial de um trabalho intrinsecamente satisfatório.

The influence of emotional contagion on products evaluation

Emotional Contagion is the mechanism that includes mimicking and the automatic synchronization of facial expressions, vocalizations, postures, and movements with another person and, consequently, convergence of emotions between the sender and receiver. Researches of this mechanism conducted usually in the fields of Psychology and Marketing tends to investigate face-to-face interactions. However, the question remains to what extent, if any, emotional contagion may occur with facial expressions in photos, since many purchase situations are brought on by catalogues or websites. This thesis has the goal to verify this gap and, in addition, verify whether emotional contagion is more common in females than in males as stated in previous studies. Emotions have been studied because it is intuitively apparent that emotions affect the dynamics of the interaction between a salesperson and customers (Verbeke, 1997); in other words, emotions may significantly affect consumer behavior. Therefore, this thesis also verified whether the facial expressions that transmit emotions could be associated to product evaluations. To investigate these questions, an experiment was done with 171 participants, which were exposed to either smiling (positive emotion) or neutral advertising. The differences between the individual advertisements were limited to the facial expressions of figures in the advertisements (either smiling or neutral/without smiling). One specialist and two students analyzed videotaped records of the participants’ responses, and found that participants who saw the positive stimulus mimicked the picture (smiling back) confirming the Emotional Contagion in Photos (the first hypothesis). The second hypothesis was to analyze if there is difference based in gender. The results demonstrated that there is not a significant difference between genders; female and male equally suffer Emotional Contagion. The third hypothesis was related to whether the positive emotions vs. neutral emotions acquired from the positive facial expression in the photo are associated to a positive evaluation of the product also displayed in the photo. Evidences show that the ad with a positive expression could change more positively the attitude, the sympathy, the reliability, and the intention of purpose of the participant compared to those who were exposed to the neutral condition. Therefore, the analysis concludes that the facial expressions displayed in photos produce emotional contagion and may interfere on the evaluation product. A discussion of the theoretical and practical implications and limitations for these findings are presented.