Como o marketing verde interfere na imagem da marca da indústria de celulose: o estudo de caso da aracruz celulose

The purpose of this work, is to analyze the principles underlying the pulp and paper industry, here portrayed by Aracruz Celulose S A, in the marketing standpoint, as far as it concerns being in harmony with nature and adapting its relations with the stakeholders, notably regarding the community of the State of Espírito Santo. As they form, indeed, part of the same discussion, the goal is to proceed with a detailed examination of the major aspects and conditions involved, based in its corporate communications, leading to the construction of a positive corporate brand. The results found throughout this study show that despite Aracruz and the communities¿ different goals, they converge regarding their interests towards the best practices in social and environmental practices, and a more objective communication. Industry and community can work together for a same benefit: the best relations of man towards Nature, and of man towards man. The examples here stated will endorse our perception as well as serve to evaluate the results of the measures adopted in this relationship. It could be verified how internal and external aspects of the organization influence the company¿s reputation, leading to important changes in attitude and in the production process. Pressures from stakeholders have contributed largely in helping Aracruz become more conscious of the important role it plays in the social-environmental universe of the State of Espírito Santo. The assessment of leading the process of communications within in-depth transparency have signaled that, despite a closer approach with its stakeholders, Aracruz still needs to fulfill an existing gap: an excellent rapport between the company and the communities where it influences still needs to be pursued, especially regarding communicating its activities.

Trajetórias De Acumulação De Capacidades Inovadoras, Mecanismos De Aprendizagem E Fatores Organizacionais Relativos A Atividades Em Gestão De Projetos: Estudo De Caso Comparativo Inter-Empresarial Na Indústria De Bens De Capital E De Celulose E Papel No Brasil

Over the last 40 years there has been a profusion of studies about the ccumulation of technological capacities in firms from developing economies. However, there remain few studies that examine, on a combined basis, the relationship among: the trajectories of technological capacities accumulation; the underlying learning mechanisms; and, the implications of organizational factors for these two variables. Still scarcer are the studies that examine the relationship among these variables along time and based on a comparative case study. This dissertation examines the relationship among the trajectory of accumulation of innovative capacities in complex project management, the learning mechanisms underlying these technological capacities and the intra-organizational factors that influence these learning echanisms. That set of relationships is examined through a comparative and a long-term (1988-2008) case study in a capital goods firm (for the pulp and paper industry) and a pulp mill in Brazil. Based on first-hand quantitative and qualitative empiric evidence, gathered through extensive field research, this dissertation found: 1. Both firms accumulated innovative capacity in project management at the international frontier level (Level 6). However, there was variability between the firms in terms of the nature and speed of accumulation of those capacities. It was also observed that, at this level of innovation, the innovative capacities of both firms are not confined to their organizational boundaries, but they are distributed beyond their boundaries. 2. So that these companies could accumulate those levels of innovative capacities it was necessary to manage several learning mechanisms: leveraging of external knowledge and its internalization in terms of internal apacities of the firm. In other words, as the companies accumulated more innovative levels of capacities for project management, it was necessary to manage different cycles of technological learning. 3. Further, the relationship between the ccumulation of technological capacities and learning was affected positively by intra-organizational factors, such as 'authority disposition', 'mutability of work roles' and 'intensity of internal crises', and negatively by the factor 'singularity of goals'. This dissertation revealed divergent results between firms in two of the four factors studied. These results contribute to advance our understanding of the complexity and variability involved in the process of accumulation of innovative capacities in firms from developing economies. This highlights the growing importance of the organizational and the human resource dimensions of innovation and technological capacity as the company approaches the international frontier. The results suggest to managers that: (i) the good performance in project management in the two firms studied did not occur simply as a result of the pulp and paper Brazilian industry growth, rather as a result of the deliberate construction and accumulation of the capacities through an intensive and coordinated cyclical process of technological learning, (ii) to develop innovative capabilities in project management, besides looking for learning mechanisms they should also look at the organizational factors that influence the learning mechanisms directly, (iii) performance of pulp mill¿s projects is better when projects are implemented together with technology suppliers than when performed only by the mill. This dissertation concludes that capital goods firms have been having a fundamental role for the innovative capabilities accumulation in project management of pulp mills in Brazil (and vice-versa) for a long time. This contradicts some authors' propositions that affirm that: a) equipment suppliers for the pulp and paper industry have been creating little, if any, development of processes or engineering projects in Brazil; b) firms in the pulp and paper industry have little capacity for machinery and equipments projects only taking place in few technological activities, being internal or external to the firm. Finally, some studies are proposed for future research.

Acumulação de competências tecnológicas e os processos subjacentes de aprendizagem na indústria de bens de capital: O caso KVAERNER PULPING no Brasil

This dissertation is concerned with the implications of the learning processes for the technological capability accumulation at the firm level. This relationship was examined in Kvaerner Pulping over the period from 1980 to 2000. The firm is located in Curitiba/PR and supplies equipment and complete plants (capital goods) for pulp mills. In other words, based on an individual case study, this dissertation examines how the learning processes influence the building and accumulation of technological capability. The accumulation of technological capabilities is crucial for the survival and the competitive performance of the firms. An analytical framework already available in the literature was used to describe the paths (way and speed) of technological capability accumulation in the firm studied. However, the framework was adapted specifically for the capital goods industry for the pulp & paper sector. The paths of technological capability accumulation are analysed for three different technological functions: ¿engineering activities and project management¿, ¿operational processes and practices¿ and ¿process equipment¿. The learning mechanisms were examined in the light of four key features: variety, intensity, functioning and interaction. During the 1980s and 1990s the firm accumulated different levels of technological capability in the technological functions studied. It was only when the firm started to coordinate systematically the efforts to acquire and convert the knowledge from the individual to the organizational level, at the mid 1990s, that the accumulation of technological capability was accelerated. By the end of this decade the firm was able to accumulate innovative capabilities in all the functions analysed. Similarly to previous studies that investigated other types of firms, the conclusion of this dissertation suggests that the way and rate by which the firm accumulates technological capability can be explained by the learning process and its key features over time.

Uma análise da concorrência no setor brasileiro de celulose

Este trabalho analisa o setor brasileiro de celulose e tenta responder a duas questões principais: a abrangência do mercado relevante e a existência de poder de mercado das empresas que atuam neste setor. A dimensão produto do mercado relevante foi definida a partir de dados qualitativos. Devido à indisponibilidade de dados para uma análise qualitativa mais apurada, a opção foi pela celulose de fibra curta de eucalipto, produto mais importante do setor, tanto pela posição brasileira em tecnologia como pela pauta de exportações. Já quanto à dimensão geográfica, o procedimento realizado baseou-se em Forni (2004) que utiliza testes de raiz unitária para a definição do mercado. Concluiu-se que, com os dados disponíveis, o mercado deste produto pode ser considerado como internacional, não somente pelo resultado do teste como também pelo modo de funcionamento deste mercado. Definido o mercado de produto e geográfico, realizou-se um teste de poder de mercado, pois neste nicho, a Aracruz é líder mundial. Tal teste foi realizado com base na demanda residual descrita por Mayo, Kaserman e Kahai (1996) e estimado segundo Motta (2004). Concluiu-se que, apesar de a Aracruz possuir um elevado market share no setor, ela não possui poder de mercado.

Análise da dentina de dentes decíduos submetidos ao capeamento pulpar indireto

O objetivo do estudo foi avaliar as características da dentina cariada remanescente de molares decíduos quanto à coloração, consistência e microdureza, após um período médio de 3 anos e 8 meses da realização do capeamento pulpar indireto. O estudo clínico constou de 27 dentes que apresentavam lesões cariosas ativas com expressão radiográfica em metade interna de dentina. Aleatoriamente, foi realizado o capeamento pulpar indireto e utilizado como material capeador o hidróxido de cálcio (HC) e o cimento de ionômero de vidro resinoso modificado (CIVRM). As crianças foram acompanhadas através de exames clínicos e radiográficos, e ao longo de um período médio de 3 anos e 8 meses, observou-se um índice de sucesso de 89% para o grupo do HC e de 93% para o CIVRM, não havendo diferença estatisticamente significante entre os dois grupos (p=0,62). Os dentes considerados como sucesso no estudo clínico foram agrupados em um único grupo (grupo teste), que constou de 13 dentes que sofreram esfoliação natural ou exodontia por motivos ortodônticos. Além disso, foram selecionados 15 molares decíduos hígidos (grupo controle positivo) e 15, portadores de lesões cariosas ativas em metade interna de dentina (grupo controle negativo). As amostras do grupo teste tiveram suas respectivas restaurações removidas, a profundidade medida e a dentina remanescente avaliada por um operador calibrado, seguindo critérios descritivos, quanto à consistência e a coloração. Nos dentes do grupo controle positivo, foram realizados preparos cavitários oclusais em até 4 mm de profundidade, enquanto que, no grupo controle negativo, o mesmo operador do estudo clínico realizou a remoção parcial de tecido cariado in vitro. A partir daí, todos os dentes foram preparados para análise de microdureza, que foi realizada por um examinador calibrado, que empregou o princípio de cegamento. Na análise da consistência, todos os dentes do grupo teste (n=13) apresentaram-se endurecidos, enquanto que 9, apresentaram coloração amarela-clara (8 do CIVRM e 1 do HC) e 4, castanho-escura (1 do CIVRM e 3 do HC). Para o teste de microdureza no grupo teste, obteve-se uma média KHN de 40,81 (±16,28) MPa, enquanto que nos grupos controles positivo e negativo, foram alcançados valores médios de 62,73 (±11,24) MPa e 19,15 (±6,99) MPa, respectivamente. A análise estatística mediante o teste ANOVA indicou que houve diferença significativa entre os 3 grupos. Foi constatada a remineralização da dentina de dentes decíduos em que foi realizada a técnica do capeamento pulpar indireto após um período médio de 3 anos e 8 meses, através de critérios clínico (consistência) e laboratorial (análise da microdureza).

Comportamento de células pulpares humanas expostas ao TGFβ1 a ao aFGF em cultura

O propósito do presente estudo foi avaliar o comportamento de células pulpares humanas expostas ao TGFβ1 e ao aFGF, em cultura, nas seguintes concentrações: TGFβ1 a 1ng/mL, TGFβ1 a 5ng/mL, TGFβ1 a 1ng/mL + aFGF a 5ng/mL, TGFβ1 a 5ng/mL + aFGF a 5ng/mL e aFGF a 5ng/mL. Foi avaliada a morfologia celular, a atividade da fosfatase alcalina, através de ensaio com pNPP como substrato e a expressão das proteínas osteocalcina, sialoproteína óssea e sialofosfoproteína de dentina, através de RT-PCR. Após quatro dias, verificou-se que a média do número de nucléolos no grupo tratado com TGFβ1 a 1ng/mL foi significativamente maior que no grupo tratado com aFGF a 5ng/mL. A média da atividade da fosfatase alcalina no grupo tratado com TGFβ1 a 1ng/mL foi significativamente maior que no grupo tratado com TGFβ1 a 5ng/mL + aFGF a 5ng/mL. Foi observada a expressão de osteocalcina em todas as células pulpares humanas que proliferaram em cultura. Entretanto, no grupo em que foi utilizado o aFGF a 5ng/mL houve diminuição da expressão da osteocalcina. A exposição dos fatores não induziu a expressão de componentes da matriz de dentina tais como BSP e DSPP. Sugere-se que as células expostas ao TGFβ1 1ng/mL foram estimuladas, apresentando uma maior atividade celular e as células expostas ao aFGF 5ng/mL foram inibidas, apresentando uma menor atividade celular.

Effectiveness of different solid-phase microextraction fibres for differentiation of selected Madeira island fruits based on their volatile metabolite profile: identification of novel compounds

A headspace solid-phase microextraction (HS-SPME) procedure based on five commercialised fibres (85 μm polyacrylate – PA, 100 μm polydimethylsiloxane – PDMS, 65 μm polydimethylsiloxane/divinylbenzene – PDMS/DVB, 70 μm carbowax/divinylbenzene – CW/DVB and 85 μm carboxen/polydimethylsiloxane – CAR/PDMS) is presented for the characterization of the volatile metabolite profile of four selected Madeira island fruit species, lemon (Citrus limon), kiwi (Actinidia deliciosa), papaya (Carica papaya L.) and Chickasaw plum (Prunus angustifolia). The isolation of metabolites was followed by thermal desorption gas chromatography–quadrupole mass spectrometry (GC–qMS) methodology. The performance of the target fibres was evaluated and compared. The SPME fibre coated with CW/DVB afforded the highest extraction efficiency in kiwi and papaya pulps, while in lemon and plum the same was achieved with PMDS/DVB fibre. This procedure allowed for the identification of 80 compounds, 41 in kiwi, 24 in plums, 23 in papaya and 20 in lemon. Considering the best extraction conditions, the most abundant volatiles identified in kiwi were the intense aldehydes and ethyl esters such as (E)-2-hexenal and ethyl butyrate, while in Chicasaw plum predominate 2-hexenal, 2-methyl-4-pentenal, hexanal, (Z)-3-hexenol and cyclohexylene oxide. The major compounds identified in the papaya pulp were benzyl isothiocyanate, linalool oxide, furfural, hydroxypropanone, linalool and acetic acid. Finally, lemon was shown to be the most divergent of the four fruits, being its aroma profile composed almost exclusively by terpens, namely limonene, γ-terpinene, o-cymene and α-terpinolene. Thirty two volatiles were identified for the first time in the fruit or close related species analysed and 14 volatiles are reported as novel volatile metabolites in fruits. This includes 5 new compounds in kiwi (2-cyclohexene-1,4-dione, furyl hydroxymethyl ketone, 4-hydroxydihydro-2(3H)-furanone, 5-acetoxymethyl-2-furaldehyde and ethanedioic acid), 4 in plum (4-hydroxydihydro-2(3H)-furanone, 5-methyl-2-pyrazinylmethanol, cyclohexylene oxide and 1-methylcyclohexene), 4 in papaya (octaethyleneglycol, 1,2-cyclopentanedione, 3-methyl-1,2-cyclopentanedione and 2-furyl methyl ketone) and 2 in lemon (geranyl farnesate and safranal). It is noteworthy that among the 15 volatile metabolites identified in papaya, 3-methyl-1,2-cyclopentanedione was previously described as a novel PPARγ (peroxisome proliferator-activated receptor γ) agonist, having a potential to minimize inflammation.

O cordel como fonte de informação: a vivacidade dos folhetos de cordeis no Rio Grande do Norte

GAUDENCIO, Sale Mario; BORBA, Maria do Socorro de Azevedo. O cordel como fonte de informaçao: a vivacidade dos folhetos de cordeis no Rio Grande do Norte. Biblioonline, Joao Pessoa, v.6, n. 1, p.82-92, 2010.

Modificações na produtividade e nas características físicas e químicas da madeira de Eucalyptus grandis causadas pela adubação com lodo de esgoto tratado

O Eucalyptus grandis é uma das espécies mais cultivadas no Brasil devido à sua produtividade e qualidade da madeira. Avaliaram-se o efeito da aplicação de lodo de esgoto tratado (0 a 40 t ha-1 base seca) e uma dose de adubo mineral nos atributos físicos e químicos da madeira de Eucalyptus grandis de árvores com cinco anos de idade, no Município de Itatinga, São Paulo, Brasil. O tipo de solo foi caracterizado como Latossolo Vermelho-Amarelo Distrófico (argila = 120 g kg-1 na camada de 0-20 cm) e o clima, como mesotérmico úmido (Cwa), segundo a classificação de Köeppen. O delineamento experimental foi o de blocos ao acaso, com seis tratamentos e quatro repetições. O diâmetro à altura do peito (DAP), a altura das árvores e o volume de madeira foram obtidos em todas as parcelas de oito árvores com DAP na classe de maior freqüência. As caracterizações físicas e químicas da madeira foram realizadas de acordo com as normas da ABTCP, TAPPI e ABNT. O lodo de esgoto diminuiu a densidade básica da madeira, mas não afetou os teores de celulose, lignina, extrativos e o poder calorífico da madeira. O decréscimo de densidade da madeira pela adubação com lodo de esgoto foi compensado pela maior produtividade de madeira.

Efeitos de absorventes de umidade e de aditivos químicos e microbianos sobre o valor nutritivo, o perfil fermentativo e as perdas em silagens de capim-marandu

The objective of this trial was to evaluate the nutritional value, fermentation profile and dry matter losses of Palisadegrass silages ensiled with either dried citrus pulp, soybean hulls, chemical or microbial additives. The trial was carried out in a completely randomized experimental design and in a factorial arrangement (3 x 5), with three dry matter levels (wet forage or forage ensiled with pelleted citrus pulp or pelleted soybean hulls) and five additives (without or with the presence of bacterial inoculants or the addition of: sodium benzoate, formic acid in the concentration of 62% or 44%), totalizing 15 treatments and 60 experimental silos. The variables analyzed were: nutritional value, losses due to gases and effluents, and dry matter recovery. The use of dried citrus pulp or soybean hulls at the ensiling time increased the dry matter content (29.4 and 28,9%) and decreased the effluent production (4.1 and 3.8 kg/t of fresh matter), also providing fermentable substrate to microorganisms, resulting in increased fermentation coefficient and digestibility of silages. The use of formic acid resulted in silages with higher digestibility and increased water-soluble carbohydrates and crude protein content. This additive was also effective in reducing the losses due to gases and, as a result, increased the total dry matter recovery. The treatment containing homolactic bacteria showed similar trend of increasing the digestibility and reducing the losses due to gases. The use of sodium benzoate was less effective in altering the fermentation pattern of tropical silages. The nutritional value and total dry matter losses of silages ensiled without additives can be considered satisfactory. However, wet forage ensiled with dried citrus pulp and, mainly, with soybeans hulls showed the best results. Treatments containing formic acid had a beneficial effect on the fermentation profile of tropical grass silages.

Preliminary studies on the effects of d-limonene to workers of the leaf-cutting ant Atta sexdens rubropilosa and its implications for control

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Attractiveness of Different Citrus Pulps to the Leaf-Cutting Ant Atta sexdens rubropilosa (Hymenoptera: Formicidae)

The most common control method Uses toxic baits consisted of dehydrated citrus pulp as carrier and attractant. However, the portion of the citrus fruit that is attractive to ants is still Unknown, despite its importance in chemical control. This study compared the attractiveness of different fruit parts of citrus pulps to Atta sexdens rubropilosa workers. Three treatments: pellets of industrial citrus pulp, albedo (mesocarp), and whole citrus pulp were offered randomly to ants and the removal of these substrates by workers was observed. Tie three pulps Were equally attractive to this species (F = 0.8033; p = 0.4633). Although the whole pulp included the epicarp, it was as attractive as the other treatments, possibly because, the material was heated during processing, eliminating any volatile substance that could repel ants.

Metodologia para avaliação do tempo de cozimento e características tecnológicas associadas em diferentes cultivares de mandioca

O consumo culinário de raízes de mandioca é bastante generalizado em todo o mundo, sendo essa raiz amplamente utilizada na forma cozida, assada, frita ou integrando pratos mais complexos. O objetivo deste trabalho foi definir metodologia, avaliar o tempo de cozimento e algumas características associadas a este processo em 26 cultivares de mandiocas. Avaliaram-se os seguintes parâmetros avaliados foram cor da entrecasca; cor da polpa; dificuldade de soltar a entrecasca; dificuldade de palitar; porcentagem de água absorvida/perdida em relação ao peso dos toletes durante o processo de cozimento; cor dos toletes cozidos; formações de pontuações brancas no interior do tolete; formação de gel em volta dos toletes e tempo de cozimento observado para cozimento de 13 palitos. Ao final da avaliação concluiu-se que as melhores cultivares para utilização como mandioca de mesa foram a SRT-1105 (Mico), Milagrosa RG, Mantiqueira, IAC 522-30, IAC 576-70, sendo a última a que apresentou melhor resultado no teste de cozimento.

Viabilidade econômica, desempenho e características de carcaça de garrotes em confinamento alimentados com dietas contendo silagem de capins tanzânia ou marandu ou silagem de milho

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)