Marketing in the pre-development process of agricultural machines: a reference model

The theme of the research is the development of the domain of marketing knowledge in the design of agricultural machinery. It is developed throughout the design of agricultural machinery in order to identify the corporate and customers needs and to develop strategies to satisfy these needs. The central problem of the research questions which marketing tools to apply on pre-development process of farm machinery, in order to increase the market value of the products and of the company and, consequently, generate competitive advantage to the manufacturers of agricultural machinery. As methodology, it was developed bibliographical research and multicase study of the development process of agricultural machinery developed by small, medium and large companies and the academy. As a result, a marketing reference model was elaborated for the pre-development stage of agricultural machinery, which outlines the activities, tasks, mechanisms and controls that can be used in strategic planning and in products planning of agricultural machinery manufacturers, contributing to explain the explicit knowledge in the marketing field.

Videolaparoscopia em ratos: um novo modelo experimental

A introdução da videolaparoscopia e sua progressiva aplicação em procedimentos mais complexos e extensos fez surgir a necessidade do desenvolvimento de modelos experimentais tanto para treinamento de novos cirurgiões quanto para desenvolvimento de estudos experimentais. Inicialmente foram usados animais de grande porte, mas a dificuldade no manuseio e o alto custo destes animais levaram à utilização de animais de menor porte. Nosso estudo inova ao demonstrar um modo de utilização de cinco animais de pequeno porte (ratos) ao mesmo tempo conectados em série utilizando apenas um sistema de insuflação peritoneal.

Enhancing Collaboration Between Marketing and Sales

Researchers’ interest toward cross-functional relationships has increased over the last decades, indicating the importance of collaboration of different functions. However, marketing-sales relationship has started to interest researchers only recently, even though collaboration between these functions is critical for companies’ success and customer satisfaction. The purpose of this study is to examine how collaboration between marketing and sales can be enhanced, and thus explore marketing-sales relationship and factors influencing on the collaboration between these functions. Literature review of this study draws together relevant literature and research concerning the topic. Empirical part explores marketing-sales relationships in a b-to-b company. The empirical research was conducted through six semi-structured interviews. Interviewees represented three different departments - each department’s marketing and sales manager were interviewed. All the interviewees considered that marketing-sales collaboration within the company should be improved. In the analysis certain factors impeding as well as facilitating the collaboration were recognized. Based on these, and lack of facilitating factors, the marketing-sales relationships within the company were defined as aligned relationships. Consequently, marketing-sales collaboration should be enhanced in all the departments by strengthening the facilitative elements. This study provides an overall view on marketing-sales collaboration, its elements and relationship types. Based on this study one can understand factors influencing on the marketing-sales collaboration and recognize the types of marketing-sales relationship.

Marketing-Sales Cooperation and its Relation on Direct Sales Performance: an Example of a Medium-sized Oil Company

The study touches upon marketing-sales departments’ cooperation and investigates marketing-sales cooperative model within the case company. So that research increases understanding of linkages between Marketing and Sales departments with an illustrative example of Russian medium-sized oil company (LLC Neste St. Petersburg), the subsidiary of Finnish-based Neste Oil. The empirical study is done from marketing and sales perspectives. And for sales main attention was brought to direct sales, both B2B and B2C. Research considers all five domains of cooperation, and among others, study reveals the attitude towards external (market) and internal (product) knowledge, and its mutual use by marketing and sales managers. A qualitative research method, participant observations, and in-depth interviews with upper-management made it possible to explore all facets of joint work. Moreover, research responses the changes in a model of cooperation between marketing and sales when moving from medium size to large company.

Linfonodo sentinela: um novo conceito no tratamento cirúrgico do câncer de mama

O linfonodo sentinela é o primeiro linfonodo que recebe a drenagem linfática proveniente do câncer de mama. A sua detecção tem a finalidade de predizer o estado da axila e evitar o esvaziamento axilar nos pacientes sem comprometimento metastático. Os autores realizaram uma ampla revisão da literatura, envolvendo os aspectos cirúrgicos, de Medicina Nuclear e de Anatomia Patológica do linfonodo sentinela. Muitos estudos demonstraram a eficácia do linfonodo sentinela em predizer o comprometimento axilar. Entretanto, existem várias técnicas empregadas para a identificação desse linfonodo, sem haver ainda um consenso em relação ao método mais adequado e reproduzível. A associação do corante vital com o probe, até o presente, é a que tem apresentado os melhores resultados. Também não existe uma padronização do exame patológico intra-operatório do linfonodo sentinela e os índices de falso-negativos encontrados são bastante variáveis. A biópsia do linfonodo sentinela pode oferecer uma alternativa segura à dissecção axilar e com menos efeitos colaterais nos pacientes com axila clinicamente negativa. Entretanto alguns pontos conflitantes devem ser resolvidos antes que o método passe a ser utilizado na prática com o câncer de mama. O objetivo desse trabalho foi discutir os principais aspectos envolvidos no desenvolvimento e na aplicação dessa técnica.

Optimization as a method of search engine marketing

This study is dedicated to search engine marketing (SEM). It aims for developing a business model of SEM firms and to provide explicit research of trustworthy practices of virtual marketing companies. Optimization is a general term that represents a variety of techniques and methods of the web pages promotion. The research addresses optimization as a business activity, and it explains its role for the online marketing. Additionally, it highlights issues of unethical techniques utilization by marketers which created relatively negative attitude to them on the Internet environment. Literature insight combines in the one place both technical and economical scientific findings in order to highlight technological and business attributes incorporated in SEM activities. Empirical data regarding search marketers was collected via e-mail questionnaires. 4 representatives of SEM companies were engaged in this study to accomplish the business model design. Additionally, the fifth respondent was a representative of the search engine portal, who provided insight on relations between search engines and marketers. Obtained information of the respondents was processed qualitatively. Movement of commercial organizations to the online market increases demand on promotional programs. SEM is the largest part of online marketing, and it is a prerogative of search engines portals. However, skilled users, or marketers, are able to implement long-term marketing programs by utilizing web page optimization techniques, key word consultancy or content optimization to increase web site visibility to search engines and, therefore, user’s attention to the customer pages. SEM firms are related to small knowledge-intensive businesses. On the basis of data analysis the business model was constructed. The SEM model includes generalized constructs, although they represent a wider amount of operational aspects. Constructing blocks of the model includes fundamental parts of SEM commercial activity: value creation, customer, infrastructure and financial segments. Also, approaches were provided on company’s differentiation and competitive advantages evaluation. It is assumed that search marketers should apply further attempts to differentiate own business out of the large number of similar service providing companies. Findings indicate that SEM companies are interested in the increasing their trustworthiness and the reputation building. Future of the search marketing is directly depending on search engines development.

Apendicite aguda isquêmica em coelhos: um novo modelo com estudo histopatológico

OBJETIVO: Avaliar a isquemia parcial ou total do apêndice vermiforme de coelhos, através da ligadura com fio inabsorvível dos vasos do meso apêndice bem como a obstrução mecânica, através da ligadura com fio inabsorvível da base do apêndice a 1 cm do ceco, na patogênese da apendicite aguda. Avaliar a histologia do apêndice (normal e acometido). Estudar a flora bacteriana residente no apêndice vermiforme (normal e acometido) e do exsudato peritoneal. MÉTODO: Foram utilizados 72 coelhos (Oryctogalus cuniculos), machos, da linhagem Nova Zelândia, com peso médio de 3.000 gramas. Foram divididos em grupos: piloto (A), flora bacteriana (B), controle (H) e experimento (C, D, E, F e G) com períodos de observação de 96 horas e 192 horas. Fez-se a ligadura dos vasos do meso apêndice com fio inabsorvível nos grupos (D, E, F e G) e da base do apêndice vermiforme a 1 cm do ceco, no grupo (C). No grupo experimento (D, E, F e G) foi praticado o modelo isquêmico. No grupo experimento (C) foi realizada a obstrução mecânica e no grupo controle (H) foi feita somente a simulação da cirurgia. RESULTADOS: Ocorreu apendicite aguda no grupo experimento (C,D,E,F, e G). CONCLUSÕES: O método utilizado causa apendicite aguda com alterações anatomopatológicas distintas. A bactéria residente encontrada na flora fisiológica do suco entérico do apêndice vermiforme e no exsudato peritoneal foi Escherichia coli.

Email marketing in business-to-business relationship

The objective of this study is to find out how email marketing is conducted towards existing customers in Company X. The first chapter of the study focuses on theoretical literature on direct marketing, especially on solicited and unsolicited email marketing, and on relationship marketing. The following relationship marketing areas: database marketing, customer retention, trust and commitment, loyalty, engagement and satisfaction are described and the possibilities to use email marketing within these entities of relationship marketing. The empirical second part of the study revealed that email marketing tactics to be used on relationship marketing in Company X are little used and there is potential for significant improvements in relationship marketing especially with marketing automation tools.

Desenvolvimento de um novo modelo experimental de síndrome do compartimento abdominal

OBJETIVO: Este artigo objetiva descrever um modelo experimental, inédito, que mimetiza a síndrome do compartimento abdominal (SCA). MÉTODOS: Foram utilizados 20 ratos distribuídos aleatoriamente em quatro grupos. Para simular a SCA foi induzida hipertensão intra-abdominal (HIA) através da inserção de curativo cirúrgico algodoado (Zobec®) de 15x15cm (pressão intra-abdominal constante e igual a 12mmHg) associada à hipovolemia induzida através da retirada de sangue, mantendo-se a pressão arterial média (PAM) em torno de 60mmHg (HIPO). Para dissociar os efeitos da HIA daqueles induzidos pela hipovolemia per se, dois outros grupos foram analisados: aquele com somente HIA e outro com hipovolemia. O grupo Simulação (sham) foi submetido ao mesmo procedimento cirúrgico anteriormente realizado; entretanto, os níveis de pressão intra-abdominal e PAM se mantiveram iguais a 3mmHg e 90mmHg, respectivamente. RESULTADOS: Ao analisar o impacto da HIA sobre o intestino delgado, constataram-se necrose das vilosidades, congestão e infiltração neutrofílica. A hipovolemia induziu somente inflamação e edema do vilo. Entretanto, a associação de HIA e HIPO induziu, além de piora dos parâmetros supracitados, ao infarto hemorrágico. CONCLUSÃO: O presente modelo foi eficiente em induzir SCA expressa pelas repercussões encontradas no intestino delgado.

DIGITAL BUSINESS-TO-BUSINESS MARKETING COMMUNICATIONS IN EMERGING MARKETS – Developing Business Marketing in Russia

The core idea of this Master's Thesis was that five key characteristics – market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure – of emerging markets are radically different from the traditional industrialized capitalist society and they will require us to rethink the core assumptions of business-to-business marketing, such as business relationships, marketing communication elements, and digitalization. In this research, Russia is considered to be an emerging market that reflects the aforementioned theoretical characteristics. The research was a qualitative case study and furthermore a collective case study. In the beginning three digital marketing professionals were interviewed to better understand digital B2B marketing. The actual research data was collected through seven structured theme interviews with representatives of the case companies operating in Russia. The selection of case companies included three business consulting companies and four industrial companies. The aim of this qualitative study was to understand and clarify how business marketing exploits digital marketing methods as a part of the chosen business marketing strategy under emerging markets’ special conditions. This objective was divided in three research questions: 1) How the chosen marketing strategy reflects in the business marketing process? 2) How digital marketing communication contributes to business marketing? 3) How are the emerging markets’ characteristics reflected in the business marketing process? The main research findings indicate that digital business-to-business marketing communications can be useful and effective. Moreover, business DMC can be defined and structured in a reasonable way. The company's prevalent marketing paradigm and the chosen marketing strategy reflect in the business marketing process, and in utilizing digital marketing communications. The assumption that emerging markets set an environment with special characteristics for business marketing was supported by the study. However, the business environmental aspects were not considerably disturbing digital B2B marketing, but making it even more reasonable to harness in Russia.

Developing a Brand Positioning Model for International Strategic Marketing

The target of this thesis is to develop a brand positioning process model for the case company’s international operations. The model will make the process more effective and decrease the risk of relevant aspects being forgotten. The focus is on the international operations although generally the brand positioning can be seen as a standardized subject and, thus, there is no need to distinguish market areas. Constructive research approach is chosen as a research method. Internal interviews are done in order to give the much needed insight about the case company’s current processes and circumstances. Based on theory, interviews as well as internal and external material the model is built. The most difficult part in building the model is to determine the order of each phase. Also, deciding the number of each phase can be problematic. The model should be brief and assertive in order to reduce the risk of misunderstanding between employees from different units. Based on the analysis of the interviews and the theory the brand positioning process model is presented with indication of the order of each phase. The model is divided to three main groups: Analyzing the Environment, Determining the Brand Position, and Documenting the BPS. The benefits of the model are that overlapping work can be reduced, too similar brands can be noticed and it is easier to train new employees.

ESTABLISH & DEPLOY DOWNSTREAM MARKETING CAPABILITIES: a case study research following the framework implementation journey

According to many academic researches, the development of marketing capabilities can enhance organizational performance. Similarly, downstream marketing capabilities have an important role in accomplishment the organizational goals. Particularly the downstream marketing capabilities identified in this research are the Marketing Communication, Selling, Marketing implementation, and Market information management. These four capabilities are summarized under the following abilities. First, the ability to manage customers’ opinion regarding the offered value from the organization. Second, the ability of the organization to obtain orders from new and established customers. Third, the ability of aligning and translate the marketing strategy into an operating action plan along with the deployment of the organizational resources. Forth, the continuous process of gathering and managing information about the markets. Moreover, the literature review of this research shed light on the elements that compose the downstream marketing capabilities. Specifically, this research examined the downstream processes and the required information required to control these processes based on the American Productivity and Quality Center’s Process Classification Framework. Furthermore, the literature review examined some of the technological tools that are used in marketing processes, and also some managerial implication regarding the management of the downstream marketing employees. Along with the investigation of downstream marketing capabilities, the literature review investigated the utilization and the benefits of Component Business Model and Process Classification Framework, as they are defined by the organizations that developed them. Besides this initial study, the research presents how the examined organization is using the two frameworks together by cross-referring them. Finally, the research presents the optimal deployment of the collected downstream capabilities elements in the current organizational structure. The optimal deployment has been grounded on the information collected from the literature review but also from internal documentation, provided from the examined organization. By comparing the optimal deployment and the current condition on the organization, the research exhibits some points for improvement, but also some of the projects that are currently in progress inside the organization and eventually will provide solutions to these downsides.