Line extension influence on brand image: a study on the alcoholic beverage market in Brazil

The present study has the objective of understanding the influence of line extensions on the image of vodka brands. The research was performed by organizing various focus groups with vodka consumers in São Paulo. These focus groups allowed exploring and analyzing how the last line extensions of vodka brands have modified the image the consumers had of the brand. Three hypotheses were distinguished as an outcome of the research: (1) The influence of a line extension on brand image depends heavily on the initial image the consumers have of the brand. For a vodka brand with an average or bad image, launching a line extension with a perceived average or bad quality does not modify the brand image. On the contrary, for a vodka brand with a positive initial brand image, launching a line extension with perceived high quality led to a positive change in the brand image. (2) For vodka brands, a vertical line extension recognized as having high authenticity provokes a transfer of attributes from the extended product to the brand. (3) Among Keller’s (1993) dimensions of brand image, non-product related attributes and especially packaging are the one that are the most influenced by line extensions of vodka brands.

Os 111 laudos necroscópicos do carandiru : evidências de uma execução

O episódio conhecido como Massacre do Carandiru culminou em pelo menos 111 detentos mortos. Seus corpos foram submetidos ao exame necroscópico pelo Instituto Médico Legal em São Paulo gerando os respectivos laudos. Desde que foram elaborados, os laudos necroscópicos já registravam uma gama de dados sobre as vítimas e sobre os ferimentos que apresentavam, com inestimável potencial de estudo. A observação de segunda ordem realizada sobre os 111 laudos necroscópicos gerou uma diversidade de informações que foram sistematizadas e examinadas junto a outros documentos como a denúncia apresentada pelo Ministério Público, depoimentos de vítimas sobreviventes, o laudo da perícia da polícia civil, além publicações que relatam sobre os fatos e notícias extraídas de jornais e revistas. A reunião desses elementos e sua análise permitiu uma melhor compreensão sobre a ação policial naquela tarde de 02 de outubro de 1992, ganhando contornos mais precisos e possibilitando inferir sobre os atos de execução perpetrados pelos policiais.

Processos digitais nos Tribunais de Contas

O trabalho pretende investigar, por meio da realização de uma pesquisa nacional, como se dá a utilização de processos administrativos eletrônicos nos Tribunais de Contas (TCs) brasileiros. Para tanto, são apresentados o atual cenário institucional em que estão inseridos os TCs e as oportunidades de melhorias em seus métodos de trabalho. Em seguida, são elencadas as orientações vigentes para a utilização do processo eletrônico. Os resultados da pesquisa demonstram que a maioria dos Tribunais de Contas respondentes já utiliza o processo eletrônico, havendo um boom de implantação nos últimos cinco anos. Destaca-se como ponto positivo o fato de que todos os TCs que ainda não adotaram o processo eletrônico terem afirmado que possuem planejamento em curso para sua implantação em no máximo dois anos. Por fim, com o intuito de se obter uma abordagem com caráter predominantemente qualitativo, são apresentados aspectos relevantes que permearam a implantação do processo eletrônico no TCE/SP.

Conexão Local: ano 2012

Alunos que participaram do Programa Conexão Local 2012 falam sobre suas experiências. O Projeto Conexão Local é uma iniciativa da GV, voltada para estudantes de graduação e com apoio de estudantes de pós-graduação. O objetivo é estimular o envolvimento com experiências de gestão social e de desenvolvimento econômico local. Desde 2005, o Projeto Conexão Local leva estudantes para conhecer projetos nas áreas de políticas públicas, combate à pobreza e promoção da cidadania, em todo o Brasil. Na edição de 2012 participaram 19 aluno, divididos em 8 grupos. As experiências aconteceram nas cidades de Ituiutaba - MG, Uberlândia - MG, Barroso - MG, Belterra - PA, Francisco Beltrão - PR, Porto Feliz - SP e em São Paulo, SP.

Lifestyle factors, direct and indirect costs for a Brazilian airline company

OBJECTIVE: To analyze lifestyle risk factors related to direct healthcare costs and the indirect costs due to sick leave among workers of an airline company in Brazil. METHODS: In this longitudinal 12-month study of 2,201 employees of a Brazilian airline company, the costs of sick leave and healthcare were the primary outcomes of interest. Information on the independent variables, such as gender, age, educational level, type of work, stress, and lifestyle-related factors (body mass index, physical activity, and smoking), was collected using a questionnaire on enrolment in the study. Data on sick leave days were available from the company register, and data on healthcare costs were obtained from insurance records. Multivariate linear regression analysis was used to investigate the association between direct and indirect healthcare costs with sociodemographic, work, and lifestyle-related factors. RESULTS: Over the 12-month study period, the average direct healthcare expenditure per worker was US$505.00 and the average indirect cost because of sick leave was US$249.00 per worker. Direct costs were more than twice the indirect costs and both were higher in women. Body mass index was a determinant of direct costs and smoking was a determinant of indirect costs. CONCLUSIONS: Obesity and smoking among workers in a Brazilian airline company were associated with increased health costs. Therefore, promoting a healthy diet, physical activity, and anti-tobacco campaigns are important targets for health promotion in this study population.

Co-creation in hospitality industry: a case study on the drivers of traveler-generated content

User-generated content in travel industry is the phenomenon studied in this research, which aims to fill the literature gap on the drivers to write reviews on TripAdvisor. The object of study is relevant from a managerial standpoint since the motivators that drive users to co-create can shape strategies and be turned into external leverages that generate value for brands through content production. From an academic perspective, the goal is to enhance literature on the field, and fill a gap on adherence of local culture to UGC given industry structure specificities. The business’ impact of UGC is supported by the fact that it increases e-commerce conversion rates since research undertaken by Ye, Law, Gu and Chen (2009) states each 10% in traveler review ratings boosts online booking in more than 5%. The literature review builds a theoretical framework on required concepts to support the TripAdvisor case study methodology. Quantitative and qualitative data compound the methodological approach through literature review, desk research, executive interview, and user survey which are analyzed under factor and cluster analysis to group users with similar drivers towards UGC. Additionally, cultural and country-specific aspects impact user behavior. Since hospitality industry in Brazil is concentrated on long tail – 92% of hotels in Brazil are independent ones (Jones Lang LaSalle, 2015, p. 7) – and lesser known hotels take better advantage of reviews – according to Luca (2011) each one Yelp-star increase in rating, increases in 9% independent restaurant revenue whereas in chain restaurants the reviews have no effect – , this dissertation sought to understand UGC in the context of travelers from São Paulo (Brazil) and adopted the case of TripAdvisor to describe what are the incentives that drives user’s co-creation among targeted travelers. It has an outcome of 4 different clusters with different drivers for UGC that enables to design marketing strategies, and it also concludes there’s a big potential to convert current content consumers into producers, the remaining importance of friends and family referrals and the role played by incentives. Among the conclusions, this study lead us to an exploration of positive feedback and network effect concepts, a reinforcement of the UGC relevance for long tail hotels, the interdependence across content production, consumption and participation; and the role played by technology allied with behavioral analysis to take effective decisions. The adherence of UGC to hospitality industry, also outlines the formulation of the concept present in the dissertation title of “Traveler-Generated Content”.

Chic

Grife de roupas de material reutilizado. Localização: São Paulo (SP)

Crywash

Limpeza de veículos. Localização: São Paulo (SP)

Eletra

Sistema híbrido de tração para ônibus e caminhões. Localização: São Paulo (SP)

Planeta vivo

Reciclagem de entulho. Localização: São Paulo (SP)

Aranha (parte 1 e 2)

O Fórum de Investidores em Negócios Sustentáveis edição 2006, foi realizado em 14 de dezembro de 2006, em São Paulo (SP) no Salão Nobre da FGV-EAESP

Biooctane (parte 1 e 2)

O Fórum de Investidores em Negócios Sustentáveis edição 2006, foi realizado em 14 de dezembro de 2006, em São Paulo (SP) no Salão Nobre da FGV-EAESP