"Marketing glocal": marketing global com estratégias locais como vantagem competitiva de mercado

The objective of this dissertation is to explore and deeply study the concepts about Glocal Marketing, explaining this recent phenomenon, highlighting the importance and the influence of local culture on the marketing mix of global organizations, in order to have successful commercialization of their products and services in different markets. Searching for a better understanding of Glocal Marketing became extremely important in the XXI Century, since there is an increase in the number of global companies which want to explore new markets in order to survive and remain in the highly competitive market. Concepts of Globalization, Marketing, Glocal Marketing, Culture are defined and explored. Also, the influence of culture on consumer behavior and on the marketing mix of global organizations is analyzed. The Hofstede¿s cultural typology is explained and it is used to give the reader an overview and a better understanding about the cultural influence in the acceptance of new products in new markets. The relationship between culture and marketing mix is discussed, as well as the importance of standardization versus customization of the marketing mix among countries with high cultural differences. The methodology is composed by descriptive research and a case study about a global organization, the Coca-Cola Company. Therefore, this dissertation aims to show and exemplify how the Coca-Cola Company applies glocal strategies on its marketing mix as a way to establish a competitive advantage in the market.

How national culture on consumers' decision-making styles: a comparative study among Americans, Brazilians, Chinese, and japanese in the purchase of cell phones.

The influence of the national culture on consumer decision-making styles is investigated using a sample of Americans, Brazilians, Chinese, and Japanese consumers who have purchased a cell phone in the past three years. To make the research possible, a survey was used as a method of data collection. It relates Hofstede’s cultural classification typology with Sproles and Kendall’s consumer style inventory (CSI). The multivariate analysis of variance (MANOVA) results indicate six decision-making styles together with other consumer behavioral characteristics that can be used to distinguish and profile consumers who purchase cell phones. Empirical findings reveal that among Americans, Brazilians, and Japanese; Americans are the most quality conscious, brand conscious, innovative, and hedonistic shoppers; Brazilians are the most loyal, and Japanese, the most confused by overchoice consumers. Conceptual contributions and managerial implications are discussed.

Entrepreneurship failure: is culture to blame?

Apesar de Empreendedorismo e Cultura serem tópicos com extensa literatura na área de estudos de Administração de Empresas, existe relativamente pouca pesquisa na influencia que a Cultura exerce no Empreendedorismo. O principal objetivo deste trabalho é investigar a influencia da cultura no índice de fracasso do empreendedorismo. Através de uma abordagem de correlação, utilizando 40 países da database do Hofstede (2001) de trabalhadores da IBM e dados presentes na database do Global Entrepreneurship Monitor (GEM). Os resultados desta análise sugerem que Individualismo VS. Coletivismo é a única dimensão cultural significativa quando se discute os efeitos da cultura no índice de fracasso do Empreendedorismo.

The Culture of entrepreneurship: a study of the entrepreneurial motivation and attitudes towards business creation in the UAE in comparison to the US and Brazil

This study demonstrates the cultural dimension and the surrounding environment of different entrepreneurs selected from three countries, the United States of America, the Federative Republic of Brazil, and the United Arab Emirates. The general objective is to understand the difference in the entrepreneurial motives and spirit towards venture creation from the three different countries. After conducting field research and collecting the required data, a deep analysis was conducted to draw a comparison between the three cultures from an individual’s point of view, to help shape a set of proposed recommendations, which could be used to improve the current culture of entrepreneurship in the UAE.

Cuidados paliativos e ser-para-morte: reflexões sobre um atendimento psicológico

Death is a theme that fascinates, though at the same time, frightens and uneasy the human being, despite the finitude being present at our daily lives. In each historical time, death has been represented in a peculiar way, from familiar death (at Middle Ages), to interdicted death (at contemporary times). Through this path it‟s possible to recognize several attitudes and stages front of death and the process of dying as possibilities of coping and the understanding of these occurrences. In other hand, the palliative care proposal came as a humanized attention, front of the human finitude, recognizing death as a part of the vital cycle. The Brazilian reality, in this context, still faces a lot of political, economic and social barriers that makes difficult the consolidation of palliative care at the death process in the Brazilian Health Care policies. Currently, according to the Brazilian Palliative Care Association, Brazil presents an average of 40 services with this proposal. Such data portray our inexpressive condition in relation to these cares when considering the territorial extension and population of our country. Considering this scenario is relevant think about death and the process of dying at contemporary times, at a health context in which palliative care, when trying to humanize the process of dying, bring to light the issue of human finitude and the beingtowards- death, as thought by the philosopher Martin Heidegger. According to him, the human being (Dasein) is constituted as a being-towards-death, once death is its most own potentiality-for-bein and its last possibility to be lived. In view of the ideas presented, the proposed study appears as a qualitative research of existential-phenomenological inspiration and aims to understand the experience of being-toward-death from the psychological care to a person out of possibilities of cure living on palliative cares. The psychological care happened at the patient‟s home, understanding the clinical process of being-with-the-other from the written reports of the psychology/researcher, by the accompanying sessions, configured as an experience report. These reports are focused on the experiences lived by the patient, as well as apprehended by the psychologist at the intersubjectivity relation and its own experience with Dasein and, therefore, being-toward-death. The reports were hermeneutically interpreted, from the senses that emerged in this process, considering the notion of being-toward-death proposed by Heidegger. Furthermore, it was important to dialogue with other authors that approached the studied theme. It is perceived, through brief and meaningful reflections about the clinical treatments started, that the experience of illness with no possibilities of cure makes the Dasein revises feelings and experiences that were marked at the temporality and historicity of existence. It is a stage of life in which the cultural dimension and the common sense of finitude, often gains ground in the human condition, taken in its ordinary sense, unlike the way it has been thought from an ontological and existential perspective of death. Thus, there are singulars and revealing paths in the palliative care scenery as possible ways for authenticity of being-toward-death

Search for Diphoton Events with Large Missing Transverse Energy in 6.3 fb(-1) of p(p)over-bar Collisions at root s=1.96 TeV

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Search for new physics in final states with a lepton and missing transverse energy in pp collisions at the LHC

This Letter describes the search for an enhanced production rate of events with a charged lepton and a neutrino in high-energy pp collisions at the LHC. The analysis uses data collected with the CMS detector, with an integrated luminosity of 5.0 fb-1 at √s=7 TeV, and a further 3.7 fb -1 at √s=8 TeV. No evidence is found for an excess. The results are interpreted in terms of limits on a heavy charged gauge boson (W ′) in the sequential standard model, a split universal extra dimension model, and contact interactions in the helicity-nonconserving model. For the last, values of the binding energy below 10.5 (8.8) TeV in the electron (muon) channel are excluded at a 95% confidence level. Interpreting the ℓν final state in terms of a heavy W′ with standard model couplings, masses below 2.90 TeV are excluded. © 2013 CERN.

Formação de professores de educação física e avaliação: investigando a reestruturação curricular dos cursos de licenciatura

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Projeto Banda Lokonaboa: criando um acorde entre arte, loucura e reforma psiquiátrica

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Análise dos elementos da cultura informacional para a construção de diretrizes no contexto da inteligência competitiva

Pós-graduação em Ciência da Informação - FFC

Cultura, territorialidade e desenvolvimento local: o caso da APA do rio Curiaú no Amapá

Esta pesquisa tem como objetivo analisar a relação entre fortalecimento e valorização cultural e a promoção do desenvolvimento local na Área de Proteção Ambiental (APA) do Rio Curiaú no Amapá. Imbricada de interesses diversos e conflitos instigantes, esta relação presume a identificação de territorialidades como um elemento teórico e empírico importante para o entendimento da problemática proposta. Nesse sentido, serão abordadas, em conjunto com a dimensão cultural, as dimensões políticas, econômicas e ambientais que são pertinentes à esta área protegida. Isso porque a mesma está sobreposta a um Território Quilombola (TQ) e resulta, assim, em um espaço profícuo para a elaboração de um análise científica que vise a compreensão do desenvolvimento nestas condições.

Mito e resistência

A resistência política dos ferroviários ê apreendida neste artigo através da dimensão cultural encarnada em um mito - o Chico Ferroviário - enquanto construção e ação coletivas desses trabalhadores, em contextos históricos marcados pelo autoritarismo.

Por que funcionam limitadamente campanhas e programas de conservação de água? Uma análise comportamental

The issue of water scarcity, besides being a relevant and contemporary environmental problem, can be characterized as a social phenomenon, the result of inadequate cultural practices. As such it can be studied by Behavior Analysis, more specifically, from the point of view of selection by consequences. In this context, our objective was to identify if campaigns and programs of water conservation are consonant with Behavior Analysis’ principles on how to change and control individual behavior in the cultural dimension. Overall, data indicate the absence of contingent reinforcement on behavior of water waste and conservation and the presence of mentalistic practices, in contrast with the foundations of Behavior Analysis, especially with regard to the logic of selection by consequences.

Weakly bound states of two- and three-boson systems in the crossover from two to three dimensions

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

Reliability-based design optimization strategies based on FORM: a review

In deterministic optimization, the uncertainties of the structural system (i.e. dimension, model, material, loads, etc) are not explicitly taken into account. Hence, resulting optimal solutions may lead to reduced reliability levels. The objective of reliability based design optimization (RBDO) is to optimize structures guaranteeing that a minimum level of reliability, chosen a priori by the designer, is maintained. Since reliability analysis using the First Order Reliability Method (FORM) is an optimization procedure itself, RBDO (in its classical version) is a double-loop strategy: the reliability analysis (inner loop) and the structural optimization (outer loop). The coupling of these two loops leads to very high computational costs. To reduce the computational burden of RBDO based on FORM, several authors propose decoupling the structural optimization and the reliability analysis. These procedures may be divided in two groups: (i) serial single loop methods and (ii) unilevel methods. The basic idea of serial single loop methods is to decouple the two loops and solve them sequentially, until some convergence criterion is achieved. On the other hand, uni-level methods employ different strategies to obtain a single loop of optimization to solve the RBDO problem. This paper presents a review of such RBDO strategies. A comparison of the performance (computational cost) of the main strategies is presented for several variants of two benchmark problems from the literature and for a structure modeled using the finite element method.