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.

Ultrastructure of the gland responsible for the synthesis of an aggregation pheromone in Rhynchophorus palmarum (L.) (Coleoptera: Curculionidae)

The ultrastructure of the glands responsible for synthesizing the aggregation pheromone rhynchophorol in the beetle Rhynchophorus palmarum (L.) was studied. Glands from live beetles were removed and examined under a light microscope using semithin sections (∼1μm) and under a transmission electron microscope (TEM) using ultrathin sections (60 nm). The glands show an alveolar structure without a reservoir and the cells making up the gland are arranged in a typical acinus pattern. The existence of two types of cells with different electron densities, secretion canaliculi, numerous mitochondria and smooth endoplasmic reticulum in abundance were observed. These latter organelles are characteristic of cells which synthetize non-proteinaceous substances and are thus, likely candidates for the producion of rhynchophorol.

Book Review of Entomology at the Land Grant University: Perspectives from the Texas A&M University Department Centenary Edited by Kevin M. Heinz, Raymond Frisbie, and Carlos Bogran

This book offers the texts of twenty-four presentations given in a series of mini symposia organized to commemorate the centennial of Texas A&M's Department of Entomology. Although not stated explicitly by the editors, the central theme for these symposia seems to be the contributions of the discipline of entomology to modern society. The presentations cover a wide range of topics dealing with the importance of insects in both natural ecosystems and agricultural systems; insects as models for scientific research; challenges associated with effective management of those species that are pests in systems designed for food and fiber production; and the role of entomology departments within academic institutions, particularly land-grant universities. The list of contributors to these symposia is impressive, as are the universities and other institutions they represent across the United States as well as in Europe and Africa.

The Land Grant University Movement and IANR: Animal Science Seminar Series

"The problems that exist in the world today cannot be solved by the level of thinking we were at when we created them." That quote, attributed to Albert Einstein, epitomizes for me the importance of land grant universities in the 21 st century, and whenever I hear someone say that land grants are obsolete - which, occasionally, I do hear - I want to pull that quote out and say "here - read this." When all the problems in the world have been solved, then - and only then - will land grant universities be obsolete. Maybe. I'm not really willing to commit to the idea that the day of obsolete land grants ever will come, but if all the problems in the world are one day solved, then maybe - maybe - I'd consider it.

The Land Grant University Movement and the Future of IANR UAAD

Good afternoon. It is a real pleasure for me to be here with you today, and I thank you for inviting me. I also, as I begin my remarks today, want to thank each of you for the work you do, everyday, to help make this a better university. Please know that work is both valued and appreciated. I'd like to talk with you about a couple of topics today, and after that I'm going to open the floor for questions and comments. I look forward to hearing what you have to say, too. The first topic I'm going to talk about in the next few minutes is our land grant mission. People who know me at all can tell you I am passionate about land grants because I believe being part of a land grant university and helping to advance the land grant mission is one of the great privileges and responsibilities of our times.