Advertising new product categories to new geographical markets

Em um ambiente global din��mico e competitivo, muitas empresas notam que constante desenvolvimento e lan��amento de novos produtos s��o atividades-chave para seu crescimento e sobreviv��ncia. Hoje, um dos maiores desafios enfrentados por tais empresas envolve saber como agir em um mundo em que tanto o escopo como a estrutura do ambiente competitivo est��o em constante mudan��a, e em que reestrutura����es e mudan��as de portf��lio s��o centrais para as companhias que visam capitalizar com o crescimento global. Tanto o r��pido ritmo de inova����o tecnol��gica quando a crescente aflu��ncia de economias emergentes apresentam riscos e oportunidades para as empresas, o que torna importante n��o apenas que estas estejam atentas ao lan��amento de produtos de ��ltima gera����o para mercados desenvolvidos: faz-se tamb��m necess��rio que saibam como lan��ar produtos antigos para novos mercados. Usando o mercado brasileiro como um exemplo, esta disserta����o procurou estudar como multinacionais t��m utilizado an��ncios publicit��rios no lan��amento, para novos mercados, de categorias e subcategorias de produtos j�� vendidas em outros pa��ses. Ap��s uma revis��o da literatura dispon��vel, do desenvolvimento de proposi����es, e da avalia����o destas atrav��s de tr��s estudos de caso, foi poss��vel verificar a exist��ncia de alguma linearidade entre os casos e a literatura estudada, incluindo: uma busca pela legitima����o da categoria que precede ��quela pela da marca; o uso de ���especialistas��� para a legitima����o da categoria; o uso de apelos baseados em argumentos; e a divulga����o de mais de uma caracter��stica de produto por an��ncio. No entanto, dadas algumas discrep��ncias entre o que foi observado nos casos e aquilo descrito na literatura consultada, tamb��m foi poss��vel verificar que a maneira como os an��ncios s��o feitos em diferentes lugares depende igualmente do cen��rio competitivo enfrentado pela empresa, bem como de variantes econ��micas e culturais espec��ficas da localidade em quest��o.

Candida spp. biotypes in the oral cavity of school children from different socioeconomic categories in Piracicaba - SP, Brazil

Funda����o de Amparo �� Pesquisa do Estado de S��o Paulo (FAPESP)

Semantic categories in the indigenous languages of Brazil

This article investigates which semantic categories, as defined in Functional Discourse Grammar, formally manifest themselves in a sample of native languages of Brazil, and the extent to which the distribution of these manifestations across categories can be described systematically in terms of implicational hierarchies. The areas subjected to investigation are basic interrogative words, basic demonstrative words, and nominalization strategies.

Influence of risk behavior aggregation in different categories of physical activity on the occurrence of cardiovascular risk factors

Background: We aimed to verify the association of risk behavior aggregation in different categories of physical activity (PA) with the presence of cardiovascular risk factors (RF) employees at a public university. Method. We analyzed data of 376 employees, which were visited in their workplace for measurement of weight, height and questionnaires to identify the risk behaviors and risk factors. Chi-square test was used to analyze the association between the dependent and independent variables and binary logistic regression was used to construct a multivariate model for the observed associations. Results: Associations were found between the aggregation of following risk behaviors: smoking, alcohol consumption and physical inactivity, considered in different categories of PA, and the increase in RF, except for the presence of hypertriglyceridemia. Individuals with two or more risk behaviors in occupational PA category are more likely to be hypertensive (3.04 times) and diabetes (3.44 times). For the free time PA category, these individuals were 3.18 times more likely to have hypercholesterolemia and for locomotion PA, more likely to be hypertensive (2.42 times) and obese (2.51 times). Conclusion: There are association between the aggregation of two or more risk behaviors and the presence of cardiovascular RF. �� 2013 Bernardo et al.; licensee BioMed Central Ltd.

Distribution of hepatitis C virus genotypes among different exposure categories in the State of Par��, Brazilian Amazon

INTRODU����O: Estudos epidemiol��gicos sobre a distribui����o genot��pica do HCV na Amaz��nia Brasileira s��o escassos. Baseado nisto, determinamos o padr��o de distribui����o genot��pica do HCV em diferentes categorias de exposi����o no Estado do Par��, Amaz��nia Brasileira. M��TODOS: Estudo transversal foi realizado com 312 indiv��duos infectados pelo HCV, pertencentes a diferentes categorias de exposi����o atendidas pelo HEMOPA, CENPREN e uma cl��nica privada de hemodi��lise em Bel��m. Eles foram testados quanto �� presen��a de anticorpos anti-HCV por teste imunoenzim��tico, RNA-HCV utilizando PCR em tempo real e genotipados atrav��s de an��lise filogen��tica da 5' UTR. Os grupos de popula����es foram caracterizados epidemiologicamente de acordo com dados coletados em breve entrevista ou consulta de prontu��rios m��dicos. RESULTADOS: Em todas as diferentes categorias de exposi����o ao HCV, foram encontrados predom��nio do gen��tipo 1. A distribui����o genot��pica do HCV em doadores de sangue (BD) foi constitu��da pelos gen��tipos 1 (94%) e 3 (6%). Todos os pacientes com doen��as hematol��gicas cr��nicas (PCHD) possu��am gen��tipo 1. A distribui����o genot��pica em usu��rios de drogas il��citas (DU) foi constitu��da pelos gen��tipos 1 (59,6%) e 3 (40,4%). Em pacientes em hemodi��lise (PUH) foram detectados os gen��tipos 1 (90,1%), 2 (3,3%) e 3 (6,6%). Finalmente, a frequ��ncia entre os gen��tipos 1 e 3 foi significativamente diferente entre os grupos: BD e DU, PUH e DU, PUH e PCHD, e PCHD e DU. CONCLUS��ES: A frequ��ncia genot��pica e distribui����o de HCV em diferentes categorias de exposi����o no Estado do Par�� mostraram predomin��ncia do gen��tipo 1, independentemente do poss��vel risco de infec����o.

Food categories reconstruction and feeding consumption estimates for the Sciaenid Macrodon ancylodon (Bloch & Schneider), and the congeneric fishes Stellifer rastrifer (Jordan) and Stellifer naso (Jordan) (Pisces, Perciformes) in the Caet�� Estuary, Northern Coast of Brazil

Um m��todo quantitativo para se estimar o consumo alimentar e o aporte energ��tico das diferentes categorias alimentares �� apresentado atrav��s da reconstru����o das presas ingeridas com base em estruturas corporais n��o diger��veis. Para tal, o presente estudo estabelece, atrav��s do exame dos conte��dos estomacais de 1.086 exemplares dissecados de Macrodon ancylodon (Bloch & Schneider, 1801), Stellifer rastrifer (Jordan, 1889) e Stellifer naso (Jordan, 1889), as equa����es das rela����es funcionais entre o peso das presas e estruturas corporais. Com as categorias reconstru��das foi poss��vel quantificar o alimento ingerido pelos esp��cimes. Os resultados indicaram que existe uma marcada diferen��a, tanto na composi����o das categorias alimentares, bem como no aporte energ��tico acompanhando o desenvolvimento ontog��nico do predador.

The Relationship between Authors and Main Thematic Categories in the Field of Knowledge Organization: A Bibliometric Approach

This is a study about the relationships between authors and the main thematic categories in the papers published in the last five International ISKO Conferences, held between 2002 and 2010. The aim is to map the domain as ISKO conferences are considered the most representative forum in the field. The published papers are considered to indicate the relationships between authors and themes. The Classification Scheme for Knowledge Organization Error! Bookmark not defined Literature (CSKOL) was used to categorize the papers. The theoretical and methodological foundations of the study can be found in the concept of domain analysis proposed by Hjorland. The analysis of the papers (n=146) led to the identification of the most productive authors, the networks representing the relationships between the authors as also the categories that constitute the primary areas of research.

Revised Diagnostic Criteria for Vogt-Koyanagi-Harada Disease: Considerations on the Different Disease Categories

PURPOSE: To evalulate the applicability of the Revised Diagnostic Criteria for Vogt-Koyanagi-Harada (VKH) disease to Brazilian patients and to verify the association between different disease categories, clinical parameters, and the presence of HLA-DRB1*0405. DESIGN: A retrospective observational case series. METHODS: Medical charts of 67 patients (10 to 64 years in age; 12 men and 55 women), from the Uveitis Service, Hospital das Clinicas, University of Sao Paulo School of Medicine (HCFMUSP), Sao Paulo, Brazil were reviewed. Patients, previously diagnosed with VKH disease using criteria proposed by the American Uveitis Society, underwent retrospective classification based on the Revised Diagnostic Criteria. The degree of concordance was assessed. At presentation, 46 patients (69%) were in the early phase. In this group, the mean time from disease onset to treatment was 15 days (range, one to 30 days). Forty-eight patients (72%) were typed for HLA-DRB1*0405 by polymerase chain reaction-sequence specific primer and polymerase chain reaction,sequence, specific oligonucleotides primer. Disease categories, phase at initial presentation, and ocular complications were analyzed. RESULTS: There was a 100% of concordance between the two criteria. Disease was classified as complete in 10 patients (15%), incomplete in 37 patients (55%), and probable in 20 patients (30%). In each group, respectively, 90%, 76%, and 45% were in the early phase at presentation (P = .017). There was no association between disease categories, the presence of HLA-DRB1*0405, and clinical parameters. CONCLUSION. The Revised Diagnostic Criteria proved useful for diagnosis of VKH disease in Brazilian patients. The present retrospective study did not find any association between disease category and severity parameters. To better understand the relevance of disease categories, a minimum follow-up period to categorize patients should be included in future prospective studies. (Am J Ophthalmol 2009;147:339-345. (C) 2009 by Elsevier Inc. All rights reserved.)

Are biological species and higher-ranking categories real? Fish folk taxonomy on Brazil`s Atlantic Forest coast and in the Amazon

Analysis of Brazilian fishers` classifications of 24 marine (Atlantic coast) and 24 freshwater (Amazon) fish species reveals that fishers from the Atlantic coast identify fish mainly through generic names (primary lexemes), while riverine Amazonian fishers typically identify them through binomials. The similarity of Amazonian fish species seems to contribute to the detailed folk taxonomy used by riverine fishers. High-ranking groups called ""relatives"" or ""cousins"" are sorted by fishers in terms of similarities of habitat, diet, and morphology and, secondarily, behavior. The general correspondence between the folk and scientific taxonomies reinforces the reality of both the supracategories used by these fishers and the biological groups as discontinuities in nature. Given the urgency of biological inventories and the lack of knowledge of high-biodiversity environments such as the Atlantic Forest and the Amazon, these results suggest that fisher knowledge and experience could contribute to scientific research.

Maize and soybeans production in integrated system under no-tillage with different pasture combinations and animal categories

The adoption of no-till system (NTS) combined with crop-livestock integration (CLI) has been a strategy promoted in Brazil, aiming to maximize areas yield and increase agribusiness profitability. This study aimed to evaluate grains yield and phytotechnical attributes from maize and soybean culture by CLI system under NTS after winter annual pure and diversified pastures with the absence or presence of grazing animals. The experiment was installed in Castro (Parana State, Brazil) on in a dystrophic Humic Rhodic Hapludox with a clay texture, using experimental design of randomized complete blocks in 4 x 2 factorial scheme with three replications. Treatments included four pasture combinations (diversified or pure) and animal categories (light and heavy) subjected or not to grazing animals during the winter. During 2008/09 and 2009/10 summers, the area was cultivated with soybeans and maize, respectively, with yield assessment of grains and phytotechnical attributes. Treatments did not alter the yield and weight of a thousand seeds (WTS) of soybeans. In maize culture, the grazing animal during the winter increased the plant population and grains yield, but gave slight decrease in WTS. Pasture combinations (diversified or pure) and animal categories (light and heavy) did not interfere in soybean culture, but benefited the maize crop.

Model categories

The purpose of this thesis is to present some fundamental results about model categories, and to give some examples of categories that can be equipped with a model structure.