O rádio FM e a propaganda em seu espaço on line

As emissoras de rádio não utilizam, de maneira eficiente, os espaços que possuem na internet. Foi baseado nesta hipótese que este trabalho foi construído. Trata-se de um estudo realizado a partir de sites de emissoras de rádio com sede na Capital Paulista, através do qual foi possível observar a maneira como as emissoras utilizam seus espaços on-line para a busca da interatividade com seus ouvintes e também a colocação de materiais publicitários de seus anunciantes. Após a etapa de pesquisa nos sites, especialistas divididos em professores universitários, anunciantes, profissionais de agências de propaganda e de veículos de comunicação foram procurados, com o intuito de verificar se acreditavam na possibilidade / capacidade de construção de uma relação interativa entre as emissoras de rádio, seus sites e seu público. Apesar da totalidade dos questionários apontar a crença nesta possibilidade, estes profissionais não mostraram caminhos possíveis para a utilização desta mídia audiovisual como complementação do processo comunicacional com o rádio. Assim, coube a este trabalho apresentar possibilidades de interação entre o mundo virtual e o rádio.(AU)

ORÍGENES LESSA E A PROPAGANDA BRASILEIRA

A trajetória de vida do publicitário, jornalista, contista, novelista, romancista e ensaísta Orígenes Lessa é rica em experiência profissional e conhecimento intelectual na propaganda e na literatura. O objetivo central deste trabalho foi o de resgatar seu itinerário na propaganda, seus valores, as técnicas de publicidade por ele utilizadas, bem como suas contribuições para a evolução da propaganda brasileira. O publicitário, detentor também de ampla produção literária, foi o primeiro presidente da APP Associação dos Profissionais de Propaganda. Trabalhou em uma das primeiras agências de publicidade do Brasil, a Eclética. Começou a atuar em 1928 na multinacional General Motors, depois em agências estrangeiras, como a J.W. Thompson, e em meios de comunicação nacionais, consolidando uma carreira de 57 anos dedicados à publicidade. Adotamos o método de pesquisa histórica buscando os vínculos entre a trajetória pessoal e profissional de Orígenes Lessa e o desenvolvimento da publicidade. Privilegiamos o período das décadas de 20 e 30, época de ativa militância do publicitário na área. Destacamos sua percepção do trabalho do redator publicitário, seus valores, principais trabalhos e as repercussões dos mesmos na sociedade brasileira.(AU)

EDUCAÇÃO INFANTIL COMO DIREITO FUNDAMENTAL DA CRIANÇA CEGA CONGÊNITA

Esta dissertação se refere a uma pesquisa exploratória que tem como objetivo a Educação Infantil como direito fundamental da criança cega congênita de zero a cinco anos, ou que tenha ficado cega até os 12 meses de vida. Buscou-se compreender os benefícios da integração nos espaços educativos infantis públicos, as políticas públicas federais e as do município de São Paulo, bem como a relação do direito à educação na Modalidade Educação Especial. Para tanto, aborda o que é a cegueira, relacionando aspectos históricos da educação das pessoas com deficiência visual e de políticas públicas com o direito à educação. Embora a educação tenha despertado o interesse de muitos órgãos da sociedade e de agências da ONU, envolvendo documentos jurídicos como a Declaração Universal de Direitos Humanos (1948), a Constituição Federal do Brasil (1988), o Estatuto da Criança e do Adolescente (1990), a Declaração de Salamanca (1994), que se constitui em um marco da Educação Especial, a Lei de Diretrizes e Bases da Educação Nacional (1996) lei esta que garante a educação como direito de todos, conforme o enunciado constitucional e, ainda que a Educação Infantil seja essencial como alicerce da educação básica, ela ainda não é vista como direito fundamental. Esta pesquisa mostra que tanto crianças cegas congênitas quanto seus pais enfrentam obstáculos quando procuram as escolas: falta de vagas nas Creches e EMEIs, formação insuficiente dos pedagogos para trabalhar com a inclusão do aluno com necessidades educacionais especiais, estigmas e falta de estrutura física para a acessibilidade e autonomia do discente. A falta de salas de apoio à inclusão e de equipamentos de educação infantil, bem como de pessoal especializado, são alguns dos exemplos da situação evidenciada, que necessita de um olhar de caráter interventivo no município de São Paulo, sob pena de responsabilização das autoridades responsáveis por sua oferta, por ferir um direito que é fundamental pelas leis nacionais e internacionais.

O BÔNUS PROFESSOR

Esta dissertação de mestrado fundamenta-se na pesquisa qualitativa e tem como objetivo a análise da ideologia do Bônus Mérito, instituído para os servidores públicos do Estado de São Paulo no início da década de 2000. Limitamos nossa análise à docência do ensino fundamental. As transformações econômicas, ocorridas a partir da década de 1980 nos países altamente industrializados, passam a exigir a melhoria do ensino dos países emergentes. Em conseqüência, a educação volta a ser revalorizada e a ter papel de destaque para os investimentos externos, através das agências e órgãos internacionais tais como: Bird, Unesco, Banco Mundial, PNUD. A ideologia do Bônus Mérito é um exemplo típico de transferência para o âmbito educacional de modelos de gestão das empresas privadas. Esta ideologia afeta a atividade docente, cujo desempenho é, doravante medido através de pontos, divisão de trabalho, impessoalidade, requalificação profissional etc. Efetivamente, em meio à globalização da economia e ao contexto político neoliberal, o governo do Estado de São Paulo optou, no período analisado, por seguir as determinações das grandes potências econômicas. O repasse de recursos financeiros recebidos pelo Estado para a efetivação das mudanças educacionais (diminuição da evasão, universalização das matrículas, aumento do número de alunos com aprovação) esteve condicionado às exigências das referidas agências e órgãos internacionais. Como é demonstrado neste trabalho, essa política relega a segundo plano o docente e sua prática de ensino. A explicitação do fundamento da ideologia do bônus no interior da escola pública visa demonstrar, em primeiro lugar, que o Bônus Mérito é um aparente benefício ao docente; e, em segundo lugar, que sua implantação não é outra coisa que o domínio econômico sobre o projeto educacional.

O princípio da eficiência administrativa na regulação da prestação do serviço de voz sobre internet - VoIP

The present work aims to demonstrate the link of the principle of efficiency - as expressed in the Constitution of 1988, by Constitutional Amendment No. 19 - with regulatory agencies, more specifically the ANATEL (National Telecommunications Agency). It also includes this principle’s importance to regulation - to monitor and manage public services - as well as when an activity will be considered efficient, keeping in mind that agencies are subjected to other principles of public administration. The increasing use of telephony has enabled further development of technologies that provide improvements in the provision of this service. The VoIP (Voice over IP), is nothing more than a technological breakthrough that directly targets the providers of conventional telephone service, both by modifying the business working for a long time with the same technology as the amount of new competitors’ dispute on market share. It also analyses the difficulty of understanding and definition of what is VoIP telephony, its growth and the threats that the traditional and mostly which is ANATEL’s role concerning this telephony technology. As regulator of the telecommunications service, ANATEL not yet regulated the voice telephony service using the IP protocol. What looks over the years is that ANATEL exercise its regulatory function to provide better conditions for competition among providers of VoIP and traditional telephone companies, obviously some difficulties are expected, given that VoIP is a technology that provides two services, through conventional telephony and using the internet.

Essa ciranda não é minha só, é de todas nós: um estudo sobre feminismo, autonomia e consciência coletiva

The notion of autonomy arises in feminism as theory and action for horizontal and building self-appointed women in the project of social transformation. As part of the feminist movement - political subject of women - the autonomy is established dynamically, back and forth from the socio-historical context that sign and thus the correlation of forces that is with the women's group . Thus, for this work it was necessary to feminism take on your current process, which set the transitional period of "onguização" of feminist organizations (1980 to 2000), which discusses the relative loss of autonomy before the alliance as State and dependence on development agencies, for the current period, which incorporates discourses and practices through autonomous groups and their militants. Therefore, this study is based on research of autonomous feminism of young women, characterized as another radical and political integration proposed for that period. The aim then was to analyze the organizational capacity of autonomous feminist collective in Natal/RN, from the knowledge of the structure and dynamics of a group and understanding the consubstantiality gender, 'race'/ethnicity, class for the process organization. And with the participation of the Coletivo Autônomo Feminista Leila Diniz. This was in organizational transition, ending his career as ONGs and leaving for autonomous militancy. In order to achieve the so-objectification proposal, literature review was performed of the categories, feminism, autonomy, patriarchy, feminist activist conscientiously and collective; documentary research relating to the Group; participant observations within their meetings; and a themed workshop with some militants Autonomous Collective, which was produced pictures and speeches. The materialization of these instruments provided research analysis on the elements that constitute the young feminists and contemporary autonomous organizations, in view of the multiple experiences and the diversity of women who configures the subject [the subject] while feminist collective total. As well as taking a feminist militancy conscience expressed by the group studied the necessary re-appropriation of each other in combating patriarchal femininity, the hierarchical naturalizations marking the sex of women and the recognition as sex class for feminist autonomous organization for women's liberation.

Esforços governamentais locais para o desenvolvimento: desenhos, tendências e limites dos Fundos de Desenvolvimento Industrial nos estados do Rio Grande do Norte, Maranhão e Ceará (1985-2010)

This research aimed to analyze the main government efforts to promote economic development in the Northeast, from 1985 to 2010, under the view that growth is crucial for increasing industrialization process and allows for more significant growth patterns. The analysis was the context in which state governments react to the abandonment of developmental line the federal level, in the 1980s, incorporating features of the actions called endogenous regional development and providing local players with greater responsibility in the development process. Justifies the need to analyze the following scenario: state governments in northeastern Brazil using relevant part of its resources to finance the installation and expansion of companies through tax incentives, with a view to generating income and employment, whilst waiting for an increase in output and a positive change in economic dynamism. In addition, it puts in question the fact that these policies receive such importance of state administrations for the purpose of achieving regional development. It was left to consider, therefore, the contents of the shares elected by state governments to examine the scope of these policies both in the pattern of growth, the transformation of the industrial sector and the development of the region attention to changes in state production structures. Due to limitations on the availability of data and time to carry out research, we were elected three states for the study: Rio Grande do Norte, Ceará and Maranhão. The study found that, despite the contribution of policies analyzed to economic growth, sub-national states are unable to compensate for the lack of development agencies structured at the federal level.

Práticas e características do jornalismo alternativo e contra hegemônico de agência de informação: uma visão a partir da rotina produtiva da Adital

The strong presence of the communication and information technologies (TICs) forced the productive routine of some media vehicles to go through significant changes. The same happened to the alternative agencies segment. Having a scarce literature and sources about this subject, this study’s objective is to understand how the Information Agency Frei Tito for Latin America (Adital) develops its proposal of alternative journalism, within the cyberspace, while aiming a Christian communication. For this finality, the study will describe and explain the practices of journalistic production, identifying the subjects involved and the relations maintained between them in this productive routine. Also, it will trace who and where these content replicators are and/or their online address. At first, it was presented a theoretical discussion about the concepts of “counter-hegemony”, alternative journalism and communicative citizenship, what brings us to the studies of Gramsci (2010), Peruzzo (2011), Moraes (2013), Paiva (2008), Coutinho (2008), Mata (2006), among other authors. Next, it will be approached briefly the historical path of the information agencies around the world and in Latin America, so that the study can focus on authors like Aguiar (2009), Pasti (2013) and Moraes (2010). This piece will draught a “methodologic route” for a qualitative approach with an exploratory and descriptive character. We gave up the etnometodological methods, what allow us to analyze the etnomethods or behavioral groups of action, procedures, activities and knowledge that constitutes these groups, giving them recognition and distinction. (COULON, 1995). To achieve the defined objectives, it was also used a bibliographical and documental research techniques, in addition to subject observation and semi-structured interviews. Finally, we analyze the collected data taking into consideration three pivots: the beginning of Adital; the practices, characteristics and subjects involved in the productive routine of the agency; and who are and where are these content replicators of content produced and transmitted by Adital. We can conclude that the production routine of an alternative agency and the counter-hegemonic of information is marked by some singularities regarding to the organization of the journalistic practice and to the obstacles found on the way. Our data allows us, even if there are still some doubts, to believe that Adital is a sort of independent information agency, alternative and counter-hegemonic, ergo, more close to a proposition of communicative citizenship.

Práticas e características do jornalismo alternativo e contra hegemônico de agência de informação: uma visão a partir da rotina produtiva da Adital

The strong presence of the communication and information technologies (TICs) forced the productive routine of some media vehicles to go through significant changes. The same happened to the alternative agencies segment. Having a scarce literature and sources about this subject, this study’s objective is to understand how the Information Agency Frei Tito for Latin America (Adital) develops its proposal of alternative journalism, within the cyberspace, while aiming a Christian communication. For this finality, the study will describe and explain the practices of journalistic production, identifying the subjects involved and the relations maintained between them in this productive routine. Also, it will trace who and where these content replicators are and/or their online address. At first, it was presented a theoretical discussion about the concepts of “counter-hegemony”, alternative journalism and communicative citizenship, what brings us to the studies of Gramsci (2010), Peruzzo (2011), Moraes (2013), Paiva (2008), Coutinho (2008), Mata (2006), among other authors. Next, it will be approached briefly the historical path of the information agencies around the world and in Latin America, so that the study can focus on authors like Aguiar (2009), Pasti (2013) and Moraes (2010). This piece will draught a “methodologic route” for a qualitative approach with an exploratory and descriptive character. We gave up the etnometodological methods, what allow us to analyze the etnomethods or behavioral groups of action, procedures, activities and knowledge that constitutes these groups, giving them recognition and distinction. (COULON, 1995). To achieve the defined objectives, it was also used a bibliographical and documental research techniques, in addition to subject observation and semi-structured interviews. Finally, we analyze the collected data taking into consideration three pivots: the beginning of Adital; the practices, characteristics and subjects involved in the productive routine of the agency; and who are and where are these content replicators of content produced and transmitted by Adital. We can conclude that the production routine of an alternative agency and the counter-hegemonic of information is marked by some singularities regarding to the organization of the journalistic practice and to the obstacles found on the way. Our data allows us, even if there are still some doubts, to believe that Adital is a sort of independent information agency, alternative and counter-hegemonic, ergo, more close to a proposition of communicative citizenship.

Desenvolvimento de métodos para quantificação de benzilpenicilina em medicamentos veterinários e seus resíduos em leite bovino e caprino por UFLC-DAD

The Benzylpenicillin (PENG) have been as the active ingredient in veterinary medicinal products, to increase productivity, due to its therapeutic properties. However, one of unfortunate quality and used indiscriminately, resulting in residues in foods exposed to human consumption, especially in milk that is essential to the diet of children and the ageing. Thus, it is indispensable to develop new methods able to detect this waste food, at levels that are toxic to human health, in order to contribute to the food security of consumers and collaborate with regulatory agencies in an efficient inspection. In this work, were developed methods for the quality control of veterinary drugs based on Benzylpenicillin (PENG) that are used in livestock production. Additionally, were validated methodologies for identifying and quantifying the antibiotic residues in milk bovine and caprine. For this, the analytical control was performed two steps. At first, the groups of samples of medicinal products I, II, III, IV and V, individually, were characterized by medium infrared spectroscopy (4000 – 600 cm-1). Besides, 37 samples, distributed in these groups, were analyzed by spectroscopy in the ultraviolet and near infrared region (UV VIS NIR) and Ultra Fast Liquid Chromatograph coupled to linear arrangement photodiodes (UFLC-DAD). The results of the characterization indicated similarities, between PENG and reference standard samples, primarily in regions of 1818 to 1724 cm-1 of ν C=O that shows primary amides features of PENG. The method by UFLC-DAD presented R on 0.9991. LOD of 7.384 × 10-4 μg mL-1. LOQ of 2.049 × 10-3 μg mL-1. The analysis shows that 62.16% the samples presented purity ≥ 81.21%. The method by spectroscopy in the UV VIS NIR presented medium error ≤ 8 – 12% between the reference and experimental criteria, indicating is a secure choice for rapid determination of PENG. In the second stage, was acquiring a method for the extraction and isolation of PENG by the addition of buffer McIlvaine, used for precipitation of proteins total, at pH 4.0. The results showed excellent recovery values PENG, being close to 92.05% of samples of bovine milk (method 1). While samples of milk goats (method 2) the recovery of PENG were 95.83%. The methods for UFLC-DAD have been validated in accordance with the maximum residue limit (LMR) of 4 μg Kg-1 standardized by CAC/GL16. Validation of the method 1 indicated R by 0.9975. LOD of 7.246 × 10-4 μg mL-1. LOQ de 2.196 × 10-3 μg mL-1. The application of the method 1 showed that 12% the samples presented concentration of residues of PENG > LMR. The method 2 indicated R by 0.9995. LOD 8.251 × 10-4 μg mL-1. LOQ de 2.5270 × 10-3 μg mL-1. The application of the method showed that 15% of the samples were above the tolerable. The comparative analysis between the methods pointed better validation for LCP samples, because the reduction of the matrix effect, on this account the tcalculs < ttable, caused by the increase of recovery of the PENG. In this mode, all the operations developed to deliver simplicity, speed, selectivity, reduced analysis time and reagent use and toxic solvents, particularly if compared to the established methodologies.

Desenvolvimento de métodos para quantificação de benzilpenicilina em medicamentos veterinários e seus resíduos em leite bovino e caprino por UFLC-DAD

The Benzylpenicillin (PENG) have been as the active ingredient in veterinary medicinal products, to increase productivity, due to its therapeutic properties. However, one of unfortunate quality and used indiscriminately, resulting in residues in foods exposed to human consumption, especially in milk that is essential to the diet of children and the ageing. Thus, it is indispensable to develop new methods able to detect this waste food, at levels that are toxic to human health, in order to contribute to the food security of consumers and collaborate with regulatory agencies in an efficient inspection. In this work, were developed methods for the quality control of veterinary drugs based on Benzylpenicillin (PENG) that are used in livestock production. Additionally, were validated methodologies for identifying and quantifying the antibiotic residues in milk bovine and caprine. For this, the analytical control was performed two steps. At first, the groups of samples of medicinal products I, II, III, IV and V, individually, were characterized by medium infrared spectroscopy (4000 – 600 cm-1). Besides, 37 samples, distributed in these groups, were analyzed by spectroscopy in the ultraviolet and near infrared region (UV VIS NIR) and Ultra Fast Liquid Chromatograph coupled to linear arrangement photodiodes (UFLC-DAD). The results of the characterization indicated similarities, between PENG and reference standard samples, primarily in regions of 1818 to 1724 cm-1 of ν C=O that shows primary amides features of PENG. The method by UFLC-DAD presented R on 0.9991. LOD of 7.384 × 10-4 μg mL-1. LOQ of 2.049 × 10-3 μg mL-1. The analysis shows that 62.16% the samples presented purity ≥ 81.21%. The method by spectroscopy in the UV VIS NIR presented medium error ≤ 8 – 12% between the reference and experimental criteria, indicating is a secure choice for rapid determination of PENG. In the second stage, was acquiring a method for the extraction and isolation of PENG by the addition of buffer McIlvaine, used for precipitation of proteins total, at pH 4.0. The results showed excellent recovery values PENG, being close to 92.05% of samples of bovine milk (method 1). While samples of milk goats (method 2) the recovery of PENG were 95.83%. The methods for UFLC-DAD have been validated in accordance with the maximum residue limit (LMR) of 4 μg Kg-1 standardized by CAC/GL16. Validation of the method 1 indicated R by 0.9975. LOD of 7.246 × 10-4 μg mL-1. LOQ de 2.196 × 10-3 μg mL-1. The application of the method 1 showed that 12% the samples presented concentration of residues of PENG > LMR. The method 2 indicated R by 0.9995. LOD 8.251 × 10-4 μg mL-1. LOQ de 2.5270 × 10-3 μg mL-1. The application of the method showed that 15% of the samples were above the tolerable. The comparative analysis between the methods pointed better validation for LCP samples, because the reduction of the matrix effect, on this account the tcalculs < ttable, caused by the increase of recovery of the PENG. In this mode, all the operations developed to deliver simplicity, speed, selectivity, reduced analysis time and reagent use and toxic solvents, particularly if compared to the established methodologies.

O olhar das instituições de previdência sobre a casa e a cidade: promoção, financiamento e avaliação de imóveis

The investments of Caixas and Institutos de Aposentadoria e Pensões (CAP and IAP) in homes of Natal, between the decades of 1930-60, helped to boost up the local real estate market in consolidation at the time. Inserted in the first national policy on social housing in the country, these operations have demanded the creation of a wide qualified organizational structure, which would be from the "Central Offices" of Rio de Janeiro to the decentralized units of the federal states. The professionals linked to the Local Agencies have developed, on this matter, from activities related to the design and construction of residential complexes, to the daily study of financing proposals in isolated units. As from these studies, the evaluation of shelters was essential to the effectiveness of the policy, resulting in the production of data on the market value of the properties by observing and issuing judgments upon the living quarters of different social groups. Given these considerations, the aim here is to contribute to the understanding on how to operate these real estate actions in the legitimization of boundaries about the urban space and dwellings available to workers in Natal. Therefore, the views of the city and constructions expressed by the evaluating engineers in their technical reports have been taken as the focus. Being the main primary sources of work, these reports are part of the edifices process of CAP/IAP regarding Natal, whose content is systematized in the database "Enterprises", the HCUrb Research Group. In addition, there were used local newspapers at the time and interviews with professionals as complementary sources. It was found that, in general, the evaluations have configured – in a more everyday dimension of bureaucratic routines - a vehicle, among others, circulating ideas about "home" within the social security institutions, being imbued with assumptions historically constructed about the "modern habitat". Filled in loco, the reports expose the clash between modernizing ideals in vogue and clear limitations in the city scenario at the time. Fragmented images of the town are given to read through the labels assigned to the evaluated sites – these being coated of certain "scientific" character - which both legitimated and contributed to the dynamics of appreciation/depreciation of the soil and to the socio-spatial differentiation. Contradictions were evident in the endorsement given by the technicians when financing of admittedly precarious homes for insured disadvantaged categories at the local level - such as industrial workers - while strict regulations were imposed to new construction, designed, above all, to better paid categories. By identifying raters engineers as urban agents, members of a technical-focused operating system for safety and efficiency in the real estate investments of those authorities corporatist, it is desired the usefulness of further studies on these characters, their training, professional activity and participation in the construction of discourses and practices of intervention about the city and its buildings, discussing individual and grouped interests that were left behind.

Do reconhecimento à efetividade do direito fundamental à água: diálogos entre Nicarágua e Brasil

La humanidad está en un periodo de transición paradigmática, donde aún no existe acuerdo sobre en cual periodo nos encuadramos, sí modernidad o posmodernidad, pero el debate de ahí surgido se revela útil y transversal a los dilemas que enfrenta hoy la sociedad. Uno de esos dilemas tiene que ver con el reconocimiento del agua como derecho fundamental, ciertamente la era de la información ha permitido avanzar en armar el rompecabezas de la crisis hídrica mundial y sus riesgos, lo que ha develado una realidad importante, el acceso al agua tanto en naciones económicamente desarrolladas como en las menos desarrolladas constituye aun una aspiración, son varias las causas de esto, siendo una de las más comunes la atribuida al cambio climático, sin embargo, al profundizar en la materia surgen otras causas como la falta de voluntad política a nivel nacional, los intereses económicos que dan al agua tratamiento de mercancía y a nivel internacional la existencia de luces y sombras en el campo de los derechos humanos, estas constituyen las piezas del mencionado rompecabezas, aun por armar. Mientras tanto el Derecho tiene aquí un desafío de significativa importancia, adaptarse a fin de responder adecuadamente a las nuevas realidades: riesgos de diversas índoles. Esta investigación tiene como objetivo defender la existencia del derecho fundamental al agua en el ordenamiento jurídico brasileño y nicaragüense, comparando instrumentos que puedan asegurar su efectividad. Para la realización de este trabajo se utilizó un abordaje inductivo-comparativo, fuentes bibliográficas brasileñas, nicaragüenses y de países con experiencias relevantes para la comprensión del problema y que pudieran aportar propuestas de cara al reconocimiento y efectivación del derecho fundamental al agua. Este trabajo encontró que existen ambigüedades importantes en el campo del Derecho Humano al Agua motivadas por el trabajo de agencias que defienden el derecho pero a la vez establecen coordinaciones y normativas con quienes impulsan su privatización, fue posible presentar elementos que apoyan la fundamentalidad del derecho al agua desde un punto de vista material y de vinculación con otros derechos fundamentales, pero preocupa en el caso de Brasil y Nicaragua el poco avance jurisprudencial de cara al reconocimiento y finalmente la atribución de la crisis hídrica en muchos casos a la incertidumbre climática, cuando uno de los principales desafíos se encuentra en la explotación comercial del agua.

AUTOMÓVEIS CHINESES CHERY NO MERCADO BRASILEIRO (2010-2014) – UM ESTUDO DE CASO

A globalização possibilitou aos países buscarem seus consumidores em qualquer parte, sendo o Brasil o quarto mercado consumidor de automóveis do mundo, e praticamente todos os fabricantes globais buscaram estar presentes neste mercado. Com os chineses, detentores do título de maiores produtores mundiais de automóveis, não seria diferente. Contudo, ao contrário do crescimento constante de sua produção mundial, viram suas vendas estagnarem em baixos níveis no Brasil nos últimos anos. O objetivo deste estudo é compreender o mau desempenho de vendas da marca Chery no Brasil, sob a óptica dos gerentes de vendas das agências de carros usados e dos ex-proprietários. Para tentar responder a esta questão, optou-se por um estudo de caráter exploratório, por meio de uma revisão bibliográfica e uma pesquisa qualitativa, com entrevistas abertas em profundidade com base em um roteiro preestabelecido e um recorte na cidade de São Paulo – SP. Utilizou-se também uma pesquisa secundária em meios eletrônicos, que confirmou as informações obtidas na pesquisa de campo. Conforme apresentado no trabalho, todas as marcas tiveram redução em suas vendas, porém, as marcas chinesas sofreram maiores reduções que às marcas ditas nacionais. Na pesquisa, observa-se que três fatores foram decisivos para o mau desempenho das marcas chinesas e, consequentemente, da marca Chery também. O primeiro foi o aumento do Imposto sobre Produtos Industrializados (IPI), o segundo foi a crise econômica que o Brasil atravessa e o terceiro foi a rejeição aos carros da Chery. Essa rejeição deveu-se a vários fatores, somados às experiências negativas que consumidores tiveram com marcas de veículos importados que deixaram o país, a imagem de que produtos chineses são cópias e ao hipotético preconceito que produtos chineses são de baixa qualidade. Portanto, ouvindo os entrevistados e por meio dos comentários sobre a marca Chery nos meios eletrônicos, pode-se deduzir que somente a crise econômica e o aumento de impostos não justificam totalmente o mau desempenho de vendas da marca Chery. Essa análise indica que os fatores de rejeição aos veículos da marca Chery tiveram participação decisiva nesta queda significativa de suas vendas no período de 2010 a 2014.

IMPACTO DO CÂNCER NA ATIVIDADE CEREBRAL

in Portuguese Agradecimentos A realização do trabalho foi possível devido ao auxílio financeiro das seguintes agências: Fundação Araucária, Coordenação de Aperfeiçoamento de Pessoal de Nível Superior e Conselho Nacional de Desenvolvimento Científico e Tecnológico – Programa Ciência sem Fronteiras, processos número : 245377/2012-3 e 17656125.