When a local competitor (slightly) shakes up the global giant: a case on the soft drink market

As marcas globais mantiveram muita atenção no campo do marketing (Kotler, 1997; Holt, Quelch, e Taylor, 2004; Özsomer e Altaras, 2008), enquanto as marcas locais foram subestimadas (Ger, 1999; Schuiling e Kapferer, 2004). No entanto, o debate adaptação contra padronização foi amplamente discutido. Centra-se na definição de como uma empresa internacional deve construir a sua estratégia: ao padronizar sua estratégia de marketing ou, adaptando para melhor atender a cultura e às necessidades locais (Levitt, 1983; Subhash, 1989; Herbig, 1998; Holt, 2004; Melewar e Vemmervik , 2004; Heerden e Barter, 2008). No entanto, este assunto não foi discutido no contexto específico do consumo alternativo oferecido por concorrentes locais específicos. Hoje em dia, um aumento na oferta de produtos alternativos é observado. O consumo socialmente responsável está crescendo (Sen e Bhattacharya, 2001; Holt, 2002; Loureiro, 2002; François-Lecompte e Valette-Florence, 2006). O mercado dos refrigerantes de cola é de interesse particular. Colas alternativas são refrigerantes de cola que surgiram durante a última década em algumas regiões ou zonas específicas do mundo. Estas colas claramente posicionam-se como uma alternativa ao refrigerante global Coca-Cola. A alternativa não é baseada no preço mas nas características especiais dos produtos que constituem uma proposição de valor específica, diferente da Coca-Cola. Na França, desde uma década, o número de colas regionais aumentou, sendo mais de quinze hoje. O refregirante Breizh Cola foi lançado em 2002 e atinge quase uma quota de mercado de 10% na região Bretanha hoje. Em 2009, a Coca-Cola Entreprise iniciou uma campanha de marketing específica, na Bretanha, baseada em recursos visuais e parcerias regionais. Este caso de adaptação em um contexto de concorrência local específico é explorado nesta dissertação que incide sobre as razões da preferência para Breizh Cola, de um lado, e sobre as acções empreendidas pela Coca-Cola na Bretanha, do outro lado. Este estudo mostra que a Coca-Cola anda nos passos de Breizh Cola, a fim de melhor atender às expectativas local.

Rumo a um desenho técnico de um sistema de apoio à decisão para uma reconfiguração do soft systems methodology: o caso do planejamento sistêmico

A multidisciplinaridade da tomada de decisão sofre com as peculiaridades de qualquer campo multidisciplinar. A falta de comunicação, muitas vezes, gera problemas e as respostas que podem ser encontradas dentro de outras áreas. Os Métodos de Estruturação de Problemas são respostas para os questionamentos atuais nas escolas de administração e negócios, principalmente o uso multimetodológico destes com outros métodos. Tendo o Soft Systems Metholodogy – SSM – como base, e a incorporação do Strategic Options Development and Analysis – SODA – ao processo do SSM, Georgiou (2012) apresenta o Planejamento Sistêmico em sua configuração mais recente. Visando buscar uma ferramenta computacional que atenda os pressupostos do SSM, e que incorpore as especificações da configuração do Planejamento Sistêmico, definem-se uma notação para o método e uma formalização das para as comunicações existentes entre os elementos, subsistemas, sistema e ambiente e, com isso, torna-se possível controlar o uso do método de forma iterativa. Para demonstrar tal uso, apresenta-se uma análise de um caso real e demonstra as dificuldades encontradas na utilização da Notação e Comunicação definida. Posteriormente, apresenta-se um desenho técnico de uma ferramenta computacional modular e que pode ser usada de forma integrada com outras ferramentas de outros métodos. Como resultado, têm-se o avanço na definição de padrões no uso das ferramentas do SSM, na apresentação dos aspectos sistêmicos do Planejamento Sistêmico, na apresentação de um uso iterativo do método e na apresentação de um desenho técnico para uma ferramenta computacional.

SSM samba: a survey of brazilian approaches to soft systems methodology (1999-2005)

This paper reports the results of a survey intended to discover the manner in which Soft Systems Methodology (SSM) is understood and used in Brazil. The focus is upon SSM papers published in national and international journals, and conferences, incorporating a refereeing procedure. To be included in the survey, publications had to meet at least one of the following criteria: (a) authorship is clearly of Brazilian nationality; or, (b) authorship is affiliated to a Brazilian institution; or (c) application is set in Brazil. Similar surveys reporting on the United Kingdom, Australia and, to a lesser extent, Spain have been published previously in the literature. This paper, therefore, contributes to the growing international understanding and usage of SSM. Ultimately the paper serves as an initial map of the developing context in Brazilian SSM theory and practice.

Brachyuran soft-bottom assemblage from marine shallow waters in the southeastern Brazilian littoral.

The present investigation examined the assemblages of brachyuran crabs in three bays of southeastern So Paulo State, analyzing the numbers of species and individuals, biomass, and diversity. The crabs were collected monthly in Ubatumirim, Ubatuba, and Mar Virado bays in the Ubatuba region over 2 years (1998 and 1999). In each bay, six tows were made from a fishing boat. A total of 39,820 specimens, representing 11 super families, 39 genera, and 65 species of brachyurans, were obtained. The mean number of specimens and biomass varied seasonally, which can be mainly related with the population tendencies of two dominant species in the area (Callinectes ornatus and Hepatus pudibundus). The highest numbers of individuals and species were found in Ubatuba Bay, followed by Ubatumirim and Mar Virado. The highest diversity index was estimated for Ubatumirim (H' = 2.44), followed by Ubatuba (H' = 2.37) and Mar Virado (H' = 1.86). In general, the coastal region supported high abundance and species richness concerning brachyurans, with high diversity indices, probably because of its more-heterogeneous substrate, which may afford more refuges for certain species. These results suggested that environmental conditions in this area, although they showed certain differences, are favorable for the establishment and development of a diverse brachyuran guild.

Sanções disciplinares aplicáveis em caso de doping a atletas profissionais e não profissionais

A presente pesquisa descritiva do tipo documental centrou-se em analisar as sanções disciplinares aplicadas em caso de doping, a atletas profissionais e não profissionais que atuam no Brasil. A amostragem foi levantada através de um processo de seleção não probabilística intencional, utilizando-se como sujeitos, 18 atletas de uma modalidade esportiva dita não profissional: atletismo e 19 de uma modalidade profissional: futebol, de ambos os sexos, os quais tenham sido flagrados pelo exame de controle de dopagem da Confederação Brasileira de Atletismo (CBAt) e da Confederação Brasileira de Futebol (CBF). Como instrumentos de análise, foram utilizados os diagnósticos de dopagem positiva, arquivados junto a CBAt e CBF; além dos processos julgados pelo Superior Tribunal de Justiça Desportiva (STJD) do atletismo entre os anos de 2003/2007 e os processos julgados pelo STJD do futebol no ano de 2007. Os resultados demonstram que as sanções aplicadas aos desportistas diferem muito entre as modalidades incluídas no estudo. Enquanto encontramos, no atletismo a aplicação de sanções em conformidade com o Código Mundial Anti Doping (CMAD) com penalidades de no mínimo de dois anos, no futebol encontrou-se grande número de absolvições ou aplicação de penalidades conforme o Código Brasileiro de Justiça Desportiva (CBJD) que prevê penalidades muito inferiores. Por outro lado verificou-se ser a modalidade Futebol a que mais realiza controles, sendo certo que durante o ano de 2007 o desporto profissional realizou 4832 testes, ao passo que o desporto dito não profissional realizou tão somente 281. O caráter multidisciplinar do trabalho 12 pôde ser caracterizado pelo emprego de técnicas que envolveram direito, educação física, farmacologia

Openability of soft drinks PET packagings

Studies on packaging accessibility are still incipient in Brazil. Many of these packagings can represent a challenge to users, whether due to non-informative labels, tricky tabs or seals, or even those that need strength to open. This paper brings a simple test to determine the necessary torque force to open PET bottles, and to predict the amount of users that could not open it. The findings suggest that a considerable amount of users could not open it or would have some difficulties to exert the necessary force.

Metodologia para adaptação de microarquiteturas microprogramadas soft-core à uma ISA padrão: estudo do impacto sobre a complexidade de hardware para o padrão MIPS

In academia, it is common to create didactic processors, facing practical disciplines in the area of Hardware Computer and can be used as subjects in software platforms, operating systems and compilers. Often, these processors are described without ISA standard, which requires the creation of compilers and other basic software to provide the hardware / software interface and hinder their integration with other processors and devices. Using reconfigurable devices described in a HDL language allows the creation or modification of any microarchitecture component, leading to alteration of the functional units of data path processor as well as the state machine that implements the control unit even as new needs arise. In particular, processors RISP enable modification of machine instructions, allowing entering or modifying instructions, and may even adapt to a new architecture. This work, as the object of study addressing educational soft-core processors described in VHDL, from a proposed methodology and its application on two processors with different complexity levels, shows that it s possible to tailor processors for a standard ISA without causing an increase in the level hardware complexity, ie without significant increase in chip area, while its level of performance in the application execution remains unchanged or is enhanced. The implementations also allow us to say that besides being possible to replace the architecture of a processor without changing its organization, RISP processor can switch between different instruction sets, which can be expanded to toggle between different ISAs, allowing a single processor become adaptive hybrid architecture, which can be used in embedded systems and heterogeneous multiprocessor environments

Fabrication and characterization of chemical sensors made from nanostructured films of poly(o-ethoxyaniline) prepared with different doping acids

Chemical sensors made from nanostructured films of poly(o-ethoxyaniline) POEA and poly(sodium 4-styrene sulfonate) PSS are produced and used to detect and distinguish 4 chemicals in solution at 20 mM, including sucrose, NaCl, HCl, and caffeine. These substances are used in order to mimic the 4 basic tastes recognized by humans, namely sweet, salty, sour, and bitter, respectively. The sensors are produced by the deposition of POEA/PSS films at the top of interdigitated microelectrodes via the layer-by-layer technique, using POEA solutions containing different dopant acids. Besides the different characteristics of the POEA/PSS films investigated by UV-Vis and Raman spectroscopies, and by atomic force microscopy.. it is observed that their electrical response to the different chemicals in liquid media is very fast, in the order of seconds, systematical, reproducible, and extremely dependent on the type of acid used for film fabrication. The responses of the as-prepared sensors are reproducible and repetitive after many cycles of operation. Furthermore, the use of an "electronic tongue" composed by an array of these sensors and principal component analysis as pattern recognition tool allows one to reasonably distinguish test solutions according to their chemical composition. (c) 2007 Published by Elsevier B.V.

Influence of Heat Treatment and Oxygen Doping on the Mechanical Properties and Biocompatibility of Titanium-Niobium Binary Alloys

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Indirect optical transitions from carriers trapped on the delta doping and on the parabolic quantum well

In this work, doped AlGaAs/GaAs parabolic quantum wells (PQW) with different well widths (from 1000 angstrom up to 3000 angstrom) were investigated by means of photoluminescence (PL) measurements. In order to achieve the 2DEG inside the PQW Si delta doping is placed at both side of the well. We have observed that the thickness of this space layer plays a major rule on the characteristics of the 2DEG. It has to be thicker enough to prevent any diffusions of Si to the well and thin enough to allow electrons migration inside the well. From PL measurement, we have observed beside the intra well transitions, indirect transitions involving still trapped electron on the delta doping and holes inside the PQW. For the thinness sample, we have measured a well defined PL peak at low energy side of the GaAs bulk emission. With the increasing of the well thickness this peak intensity decreases and for the thickest sample it almost disappears. Our theoretical calculation indicated that carriers (electron and holes) are more placed at the center of the PQW. In this way, when the well thickness increases the distance between electrons on the delta doping and holes on the well also increases, it decreases the probability of occurrence of these indirect optical transitions. (C) 2012 Published by Elsevier B.V. Selection and/or peer-review under responsibility of Universidade Federal de Juiz de Fora, Brazil.

Theoretical analysis of the energy levels induced by oxygen vacancies and the doping process (Co, Cu and Zn) on SnO2 (110) surface models

Density functional calculation at B3LYP level was employed to study the surface oxygen vacancies and the doping process of Co, Cu and Zn on SnO2 (110) surface models. Large clusters, based on (SnO2)(15) models, were selected to simulate the oxidized (Sn15O30), half-reduced (Sn15O29) and the reduced (Sn15O28) surfaces. The doping process was considered on the reduced surfaces: Sn13Co2O28, Sn13Cu2O28 and Sn13Zn2O28. The results are analyzed and discussed based on a calculation of the energy levels along the bulk band gap region, determined by a projection of the monoelectron level structure on to the atomic basis set and by the density of states. This procedure enables one to distinguish the states coming from the bulk, the oxygen vacancies and the doping process, on passing from an oxidized to a reduced surface, missing bridge oxygen atoms generate electronic levels along the band gap region, associated with 5s/5p of four-/five-fold Sn and 2p of in-plane O centers located on the exposed surface, which is in agreement with previous theoretical and experimental investigations. The formation energy of one and two oxygen vacancies is 3.0 and 3.9 eV, respectively. (C) 2001 Elsevier B.V. B.V. All rights reserved.

Improvement of electrical properties of Sr-modified (Pb,Ca)TiO3 thin films grown by soft chemistry route

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Lanthanum-doped Bi4Ti3O12 prepared by the soft chemical method: Rietveld analysis and piezoelectric properties

Bi4-xLaxTi3O12 (BLT) thin films and powders with x ranging from 0 to 0.75 were prepared by the polymeric precursor solution. The effect of lanthanum on the structure of BIT powders was investigated by Rietveld Method. The increase of lanthanum content does not lead to any secondary phases. Orthorhombicity of the bismuth titanate (BIT) crystal lattice decreased with the increase of lanthanum content due the reduction of a/b ratio. The BLT films show piezoelectric coefficients of 45, 19, 16 and 10 pm/V for x = 0, 0.25, 0.50 and 0.75, respectively. The piezoelectric response is strongly reduced by the amount of lanthanum added to the system. (c) 2006 Elsevier Ltd and Techna Group S.r.l. All rights reserved.

Effect of the microwave oven on structural, morphological and electrical properties of SrBi4Ti4O15 thin films grown on Pt/Ti/SiO2/Si substrates by a soft chemical method

Thin films of SrBi4Ti4O15 (SBTi), a prototype of the Bi-layered-ferroelectric oxide family, were obtained by a soft chemical method and crystallized in a domestic microwave oven. For comparison, films were also crystallized in a conventional method at 700 degrees C for 2 h. Structural and morphological characterization of the SBTi thin films were investigated by Xray diffraction (XRD) and atomic force microscopy (AFM), respectively. Using platinum coated silicon substrates, the ferroelectric properties of the films were determined. Remanent polarization P-r and a coercive field E-c values of 5.1 mu C/cm(2) and 135 kV/cm for the film thermally treated in the microwave oven and 5.4 mu C/cm(2) and 85 kv/cm for the film thermally treated in conventional furnace were found. The films thermally treated in the conventional furnace exhibited excellent fatigue-free characteristics up to 10(10) switching cycles indicating that SBTi thin films are a promising material for use in non-volatile memories. (C) 2007 Elsevier B.V. All rights reserved.

Enhanced ferroelectric properties of La-substituted BiFeO3 thin films on LaSrCoO3/Pt/TiO2/SiO2/Si (100) substrates prepared by the soft chemical method

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)