O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

A COMUNICAÇÃO CORPORATIVA E O DISCURSO DO CONSUMIDOR CONTEMPORÂNEO NOS SITES SOCIAIS DE RECLAMAÇÃO: DECEPÇÃO E COABITAÇÃO NA REDE – DESAFIOS E OPORTUNIDADES

A expansão das redes sociais virtuais, o aperfeiçoamento das técnicas de informação, a penetrabilidade do capitalismo de concorrência e o fragmentado sujeito pós-moderno constituem, ao lado da sociedade de consumo, os pilares desta tese. Nossa hipótese central é que as redes sociais da Internet ampliam os espaços de participação, compartilhamento, colaboração e manifestação das decepções do consumidor, mas não diminuem as descontinuidades, a incompreensão e o desrespeito oriundos das relações e práticas de consumo, podendo, muitas vezes, aceleraremasconflitualidades. A abertura para o diálogo, o incitamento à tomada de poder do sujeito e a multiplicação das trocas entre empresas e consumidores representam a oportunidade e o desafio de valorizarmos a concepção normativa da comunicação, admitindo as dificuldades da intercompreensão, a urgência da coabitação e a realidade da incomunicação. Recorremos à Análise de Discurso de tradição francesa (AD) como campo teórico-metodológico para analisar o discurso do consumidor inscrito na plataforma Reclame AQUI e construir uma crítica à comunicação corporativa contemporânea; a partir dos conceitos de cenografia, ethos e esquematização enunciativa, verificamos como a ideologia opera no interior das cenas daenunciação do consumo, constituindo uma ordem própria ao discurso do reclamante decepcionado. Esta análise ratificou as discussões teóricas que levamos a cabo, servindo de suporte para a problematização e o debate das sete cenografias que se evidenciaram no/pelo discurso do sujeito/consumidor: respeito/desrespeito, ameaça, promessa e frustração, mau atendimento e problema não resolvido, negociação, clientes novos x antigos e consumidor enganado; a imbricação do nosso corpuse o arcabouço teórico coloca na ribalta a necessidade de políticas de comunicação organizacional norteadas pelo senso prático de outridade, transcendendo as relações puramente mercadológicas; ao mesmo tempo, lança luz sobre apremência de mais solidariedade, compaixão, capacidade de escuta, compreensão e coabitação para as corporações que funcionam em uma sociedade guiada pelo frenesi da ética da concorrência e da consumolatria. Esta tese evidencia que a atuação dos consumidores e das empresas no mundo on-line representa mais que um elemento circunstancial de (in) tolerância mútua; desenha um destino comum que pode ter como rumo a outridade solidária do próximo, aceitando a experiência da alteridade, o risco do fracasso e a esperança da confiança e do respeito que a comunicação pode conceber.

Star scientists and institutional transformation: Patterns of invention and innovation in the formation of the biotechnology industry

The most productive (“star”) bioscientists had intellectual human capital of extraordinary scientific and pecuniary value for some 10–15 years after Cohen and Boyer’s 1973 founding discovery for biotechnology [Cohen, S., Chang, A., Boyer, H. & Helling, R. (1973) Proc. Natl. Acad. Sci. USA 70, 3240–3244]. This extraordinary value was due to the union of still scarce knowledge of the new research techniques and genius and vision to apply them in novel, valuable ways. As in other sciences, star bioscientists were very protective of their techniques, ideas, and discoveries in the early years of the revolution, tending to collaborate more within their own institution, which slowed diffusion to other scientists. Close, bench-level working ties between stars and firm scientists were needed to accomplish commercialization of the breakthroughs. Where and when star scientists were actively producing publications is a key predictor of where and when commercial firms began to use biotechnology. The extent of collaboration by a firm’s scientists with stars is a powerful predictor of its success: for an average firm, 5 articles coauthored by an academic star and the firm’s scientists result in about 5 more products in development, 3.5 more products on the market, and 860 more employees. Articles by stars collaborating with or employed by firms have significantly higher rates of citation than other articles by the same or other stars. The U.S. scientific and economic infrastructure has been particularly effective in fostering and commercializing the bioscientific revolution. These results let us see the process by which scientific breakthroughs become economic growth and consider implications for policy.

Análise de incertezas do modelo de teores associado aos investimentos de pesquisa de longo prazo

Os empreendimentos de mineração comumente demandam grande quantidade de investimentos financeiros e, na maioria das vezes, longos períodos de implantação, o que os torna altamente sujeitos a diversas fontes de incertezas. Tais incertezas comumente tendem a diminuir conforme a evolução do projeto. O objetivo deste estudo é correlacionar as incertezas associadas ao modelo de teores de cobre do depósito Sequeirinho com o volume de investimentos realizados ao longo de distintas fases da pesquisa geológica. Este depósito insere-se no contexto do Complexo de Mineração Sossego, localizado no município de Canaã dos Carajás (PA). Primeiramente, foram realizadas 100 simulações para cada domínio litológico em cada campanha de sondagem (pré-1998, 1999, 2000, 2002 e 2003) a partir do método de simulação sequencial gaussiana condicionada aos dados amostrais, totalizando 1.400 possíveis cenários. Para a avaliação das incertezas foram calculados três índices: variância condicional, coeficiente de variação condicional e intervalo interquartil. Por fim, a avaliação dos investimentos foi elaborada a partir dos custos estimados para o desenvolvimento de sondagens e análises químicas. Desde a campanha pré-1998, houve uma tendência de os teores médios do depósito aproximarem-se dos prováveis valores reais observados nas fases finais da pesquisa. No ano de 2000 ocorreu o maior investimento (cerca de 28 milhões de Reais) e a redução das incertezas atingiu o patamar de 15%. Os investimentos desenvolvidos em sondagens posteriores à campanha de 2000 foram da ordem de 9 milhões de Reais (cerca de 12 mil metros de sondagem), porém, não foram constatadas reduções significativas das incertezas. Este investimento seria melhor aproveitado caso fosse redirecionado a novas áreas de prospecção. Além do montante financeiro necessário para a redução das incertezas, foco deste estudo, as variações na interpretação geológica e a locação dos furos de sondagem são variáveis importantes na análise de incertezas associadas aos investimentos em pesquisa geológica.

Motivation Employees in Work Organizations

With the onset of global integration and knowledge of economics, the value of human capital is improving and playing a leading role in enterprise. Motivating employees in the workplace becomes an eternal and challenging subject for today's enterprise. This capstone project identifies and illustrates what motivation is, what effectively motivates employees, and how to motivate employees in the workplace. This project not only talks about individuals' motivation but also motivation in groups and specific organizations. The global workforce, as a special group, is also discovered in this project. The project mainly is based on secondary research. The types of sources come from books, journal articles, blogs, periodicals, and other print materials through the Penrose Library and websites (such as Google Scholar). This project is written for the business leaders and human resources professionals, helping them to increase employees' satisfaction and maintaining the valuable employees in their organizations.

Cluster tecnológicos como fórmula para la renovación de los destinos: hacia un turismo sostenible

En el actual marco de globalización, el análisis de la competitividad turística es cada vez más importante para los destinos, que se enfrentan a un mayor número de competidores y a una sociedad cambiante en relación a gustos, motivos del viaje y formas de moverse. Ante esta perspectiva de cambio, la innovación parece haberse convertido en uno de los principales elementos para la dotación de ventajas competitivas y diferenciación entre rivales. Paralelamente, el análisis de los cluster turísticos ha derivado que de su formación se obtienen incrementos muy importantes en materia de innovación, gracias a la relación competencia-colaboración que tiene lugar entre empresas. Pero hasta la fecha, en el turismo esta relación ha tenido lugar en un marco de cluster industrial, relegando a un segundo plano la innovación como elemento competitivo frente a otra serie de dotaciones. En este documento sin embargo se expone la necesidad de generar clusters basados en la innovación como principal fórmula para evolucionar de acuerdo a las necesidades de la demanda y a las características del mercado, situando a los destinos en una situación de vanguardia y sostenibilidad. El papel de las Universidades y del capital humano serán fundamentales para la adaptación del turismo en una industria centrada en la innovación.

Individual returns to education in the Spanish tourism sector during the economic crisis

This paper analyses individual returns to education in the Spanish tourism sector. The results, which are robust to different specifications of Mincer earnings regressions, show that the earnings returns to schooling for tourism workers are only half those for all other sectors, and that the difference in returns between these two groups has increased significantly during the economic crisis. This has happened at a time when the earnings range between those with lower and higher qualifications has narrowed in tourism while it has remained stable in other sectors, and when tourism has been capable of retaining most of its workforce while the rest of the economy has experienced a sharp decrease in employment.

La necesidad de considerar los riesgos climáticos en la introducción de cultivos tropicales en latitudes medias. El mango en el valle del Guadalhorce (Málaga)

El presente trabajo pretende demostrar que no es recomendable la introducción de un cultivo tropical como el mango (Mangifera indica) dentro del área mediterránea del valle del Guadalhorce (Málaga, España). Es un cultivo en expansión por su rentabilidad económica, pero es necesario atender a los posibles riesgos climáticos para su explotación (tras la gran inversión que requiere). Para justificar esta afirmación se presenta un estudio agroclimático realizado en las parcelas experimentales de la finca de IFAPA (Instituto de Investigación y Formación Agraria y Pesquera de Andalucía) de Churriana (Málaga). Los resultados se obtienen a través de los datos de una estación meteorológica y una modelización territorial a partir de herramientas de análisis espacial con SIG. Se tienen en cuenta las variables térmicas y los vientos como condicionantes principales de la aparición de la necrosis apical: patología mortal para el mango.

Essays in dynamic optimal taxation: working experience, unemployment scarring and poverty

This thesis investigates the design of optimal tax systems in dynamic environments. The first essay characterizes the optimal tax system where wages depend on stochastic shocks and work experience. In addition to redistributive and efficiency motives, the taxation of inexperienced workers depends on a second-best requirement that encourages work experience, a social insurance motive and incentive effects. Calibrations using U.S. data yield higher expected optimal marginal income tax rates for experienced workers for most of the inexperienced workers. They confirm that the average marginal income tax rate increases (decreases) with age when shocks and work experience are substitutes (complements). Finally, more variability in experienced workers' earnings prospects leads to increasing tax rates since income taxation acts as a social insurance mechanism. In the second essay, the properties of an optimal tax system are investigated in a dynamic private information economy where labor market frictions create unemployment that destroys workers' human capital. A two-skill type model is considered where wages and employment are endogenous. I find that the optimal tax system distorts the first-period wages of all workers below their efficient levels which leads to more employment. The standard no-distortion-at-the-top result no longer holds due to the combination of private information and the destruction of human capital. I show this result analytically under the Maximin social welfare function and confirm it numerically for a general social welfare function. I also investigate the use of a training program and job creation subsidies. The final essay analyzes the optimal linear tax system when there is a population of individuals whose perceptions of savings are linked to their disposable income and their family background through family cultural transmission. Aside from the standard equity/efficiency trade-off, taxes account for the endogeneity of perceptions through two channels. First, taxing labor decreases income, which decreases the perception of savings through time. Second, taxation on savings corrects for the misperceptions of workers and thus savings and labor decisions. Numerical simulations confirm that behavioral issues push labor income taxes upward to finance saving subsidies. Government transfers to individuals are also decreased to finance those same subsidies.

How to keep a competitive edge in the talent game: Lessons for the EU from China and the US. CEPS Task Force Report, 13 June 2014

This report is based on discussions within the CEPS Task Force on “The Quantity and Quality of Human Capital in Higher Education: Comparing the EU, the US and China", chaired by Jan-Eric Sundgren, Senior Adviser to the CEO of Volvo, and former President of Chalmers University of Technology in Gothenburg. It aims to draw salient lessons from the successes and failures in higher education practices in the EU, the US and China by comparing key education indicators and policy trends. Against the background of the profound tectonic shifts affecting the talent distribution around the world, which is fundamentally changing the global ‘brain game’, the authors argue that it is important that the EU as a whole creates ‘virtuous circles’ of talent and innovation to sustain prosperity and growth, as well as to secure the long-term well-being and quality of life in Europe.

Productivity and Credit Constraints: Firm-Level Evidence from Propensity Score Matching. Factor Markets Working Paper No. 3, September 2011

Drawing on a unique, farm-level panel dataset with 37,409 observations and employing a matching estimator, this paper analyses how farm access to credit affects farm input allocation and farm efficiency in the Central and Eastern European transition countries. We find that farms are asymmetrically credit constrained with respect to inputs. Farm use of variable inputs and capital investment increases up to 2.3% and 29%, respectively, per €1,000 of additional credit. Our estimates also suggest that farm access to credit increases total factor productivity up to 1.9% per €1,000 of additional credit, indicating that an improvement in access to credit results in an adjustment in the relative input intensities on farms. This finding is further supported by a negative effect of better access to credit on labour, suggesting that these two are substitutes. Interestingly, farms are found not to be credit constrained with respect to land.

Supply and Demand Side Limitations Affecting the Structure of Agriculture and the Rural Economy. Factor Markets Working Paper No. 21, February 2012

The paper criticises the neo-classical assumptions of perfect factor markets and of complete information, which constitute central elements in labour market theory. Based on literature review and on economic reports from transition economies, as well as developing countries and more advanced economies, this deliverable focuses on the structural impediments and imperfections which often characterise rural labour markets and which may prevent an efficient allocation of labour. According to empirical studies, transactions costs and rigidities hinder the well-functioning of labour markets and constrain labour adjustments. The paper attempts to classify the various limitations of rural labour markets from both supply and demand side, although the distinction is not always clear-cut as some problems occur on both sides. The identification of these issues is extremely important as it allows us to highlight the inefficiencies and the failures in labour markets and to understand their impact on labour allocation. In this context, market intervention is desirable and the paper provides particular support for rural development policies such as investments in human capital. Lastly, labour institutions can play a key role in promoting the well functioning of labour markets, thus it is fundamental that they are well in place.

Technology diffusion, services, and endogenous growth in Europe. Is the Lisbon Strategy still alive? Bruges European Economic Research (BEER) Papers 2/May 2005

We explore the role of business services in knowledge accumulation and growth and the determinants of knowledge diffusion including the role of distance. A continuous time model is estimated on several European countries, Japan, and the US. Policy simulations illustrate the benefits for EU growth of the deepening of the single market, the reduction of regulatory barriers, and the accumulation of technology and human capital. Our results support the basic insights of the Lisbon Agenda. Economic growth in Europe is enhanced to the extent that: trade in services increases, technology accumulation and diffusion increase, regulation becomes both less intensive and more uniform across countries, and human capital accumulation increases in all countries.

Analysing the Contribution of Business Services to European Economic Growth. Bruges European Economic Research (BEER) Papers 9/February 2007

The sector business services contributes directly and indirectly to aggregate economic growth in Europe. The direct contribution comes from the sector’s own dynamism. Though the business-services industry appears to be characterised by strong cyclical volatility, there was also a strong structural growth. Business services actually generated more than half of total net employment growth in the European Union since the second half of the 1990s. Apart from this direct growth contribution, the sector also contributed in an indirect way to economic growth by generating knowledge and productivity spill-overs for other industries. The knowledge role of business services is reflected in its employment characteristics. The business-services industry created spill-overs in three ways: original innovations, knowledge diffusion, and the reduction of human capital indivisibilities at firm level. The share of knowledge-intensive business services in the intermediate inputs of the total economy has risen sharply in the last decade. Firm-level scale diseconomies with regard to knowledge and skill inputs are reduced by external deliveries of such inputs, thereby exploiting positive external scale economies. The process goes along with an increasingly complex social division of labour between economic sectors. The European business-services industry itself is characterised by a relatively weak productivity growth. Does this contribute to growth stagnation tendencies à la the socalled “Baumol disease”? The paper argues that there is no reason to expect this as long as the productivity and growth spill-overs from business services to other sectors are large enough. Finally, the paper concludes by suggesting several policy elements that could boost the role of business services in European economic growth. This might to achieve some of the ambitious Lisbon goals with respect to employment, productivity and innovation.

Prepared for a Symposium on Country Development at the European Meeting on Cybernetics and Systems Research, Vienna, Austria, April 2012 (Untitled). ACES Working Papers, April 2012

In Kazakhstan doctoral students are not expected to make a contribution to knowledge, as is required at Western universities. Rather, their task is to become familiar with what is known and then make policy recommendations for Kazakhstan. For example, how can the human capital in Kazakhstan be improved? This is a very broad subject for a PhD dissertation. However, it does require a holistic perspective, and such dissertation topics may create an opportunity for systems scientists. When Russell Ackoff created the Social Systems Sciences PhD program at the Wharton School of the University of Pennsylvania, he had his students solve practical problems for business or government managers. That program graduated a large number of people who became consultants. A few became academics in several countries. The program created a philosophy and methods for holistic management. Large issues in developing countries may be a source of clients for systems scientists who want to further develop philosophy, theories and methods by working with large social systems.