Implementação de um CRM analítico na Fundação INATEL

As soluções informáticas de Customer Relationship Management (CRM) e os sistemas de suporte à informação, designados por Business Intelligence (BI), permitem a recolha de dados e a sua transformação em informação e em conhecimento, vital para diferenciação das organizações num Mundo globalizado e em constante mudança. A construção de um Data Warehouse corporativo é fundamental para as organizações que utilizam vários sistemas operacionais de modo a ser possível a agregação da informação. A Fundação INATEL – uma fundação privada de interesse público, 100% estatal – é um exemplo deste tipo de organização. Com uma base de dados de clientes superior a 250.000, atuando em áreas tão diferentes como sejam o Turismo, a Cultura e o Desporto, sustentado em mais de 25 sistemas informáticos autónomos. A base de estudo deste trabalho é a procura de identificação dos benefícios da implementação de um CRM Analítico na Fundação INATEL. Apresentando-se assim uma metodologia para a respetiva implementação e sugestão de um modelo de dados para a obtenção de uma visão única do cliente, acessível a toda a organização, de modo a garantir a total satisfação e consequente fidelização à marca INATEL. A disponibilização desta informação irá proporcionar um posicionamento privilegiado da Fundação INATEL e terá um papel fundamental na sua sustentabilidade económica.

Land, rights and the gift: the Countryside and Rights of Way Act 2000 and the negotiation of citizenship

The Countryside and Rights of Way Act came into force at the end of 2000 with,as part of its content, new provisions relating to public access to the English and Welsh countryside. In this paper we review the main elements of the Act and assess its meaning in relation to citizenship, territoriality and the place of land in English law and society. We invoke Mauss’s (1954)concept of Gift to explain the process of brokerage being made over access and rights in the countryside. In conclusion we reflect on the Act as being indicative of a wider move towards Bromley’s (1998)post-feudal scenario for land and its governance.

The lottery-panel task for bi-dimensional parameter-free elicitation of risk attitudes

We propose first, a simple task for the eliciting attitudes toward risky choice, the SGG lottery-panel task, which consists in a series of lotteries constructed to compensate riskier options with higher risk-return trade-offs. Using Principal Component Analysis technique, we show that the SGG lottery-panel task is capable of capturing two dimensions of individual risky decision making i.e. subjects’ average risk taking and their sensitivity towards variations in risk-return. From the results of a large experimental dataset, we confirm that the task systematically captures a number of regularities such as: A tendency to risk averse behavior (only around 10% of choices are compatible with risk neutrality); An attraction to certain payoffs compared to low risk lotteries, compatible with over-(under-) weighting of small (large) probabilities predicted in PT and; Gender differences, i.e. males being consistently less risk averse than females but both genders being similarly responsive to the increases in risk-premium. Another interesting result is that in hypothetical choices most individuals increase their risk taking responding to the increase in return to risk, as predicted by PT, while across panels with real rewards we see even more changes, but opposite to the expected pattern of riskier choices for higher risk-returns. Therefore, we conclude from our data that an “economic anomaly” emerges in the real reward choices opposite to the hypothetical choices. These findings are in line with Camerer's (1995) view that although in many domains, paid subjects probably do exert extra mental effort which improves their performance, choice over money gambles is not likely to be a domain in which effort will improve adherence to rational axioms (p. 635). Finally, we demonstrate that both dimensions of risk attitudes, average risk taking and sensitivity towards variations in the return to risk, are desirable not only to describe behavior under risk but also to explain behavior in other contexts, as illustrated by an example. In the second study, we propose three additional treatments intended to elicit risk attitudes under high stakes and mixed outcome (gains and losses) lotteries. Using a dataset obtained from a hypothetical implementation of the tasks we show that the new treatments are able to capture both dimensions of risk attitudes. This new dataset allows us to describe several regularities, both at the aggregate and within-subjects level. We find that in every treatment over 70% of choices show some degree of risk aversion and only between 0.6% and 15.3% of individuals are consistently risk neutral within the same treatment. We also confirm the existence of gender differences in the degree of risk taking, that is, in all treatments females prefer safer lotteries compared to males. Regarding our second dimension of risk attitudes we observe, in all treatments, an increase in risk taking in response to risk premium increases. Treatment comparisons reveal other regularities, such as a lower degree of risk taking in large stake treatments compared to low stake treatments and a lower degree of risk taking when losses are incorporated into the large stake lotteries. Results that are compatible with previous findings in the literature, for stake size effects (e.g., Binswanger, 1980; Antoni Bosch-Domènech & Silvestre, 1999; Hogarth & Einhorn, 1990; Holt & Laury, 2002; Kachelmeier & Shehata, 1992; Kühberger et al., 1999; B. J. Weber & Chapman, 2005; Wik et al., 2007) and domain effect (e.g., Brooks and Zank, 2005, Schoemaker, 1990, Wik et al., 2007). Whereas for small stake treatments, we find that the effect of incorporating losses into the outcomes is not so clear. At the aggregate level an increase in risk taking is observed, but also more dispersion in the choices, whilst at the within-subjects level the effect weakens. Finally, regarding responses to risk premium, we find that compared to only gains treatments sensitivity is lower in the mixed lotteries treatments (SL and LL). In general sensitivity to risk-return is more affected by the domain than the stake size. After having described the properties of risk attitudes as captured by the SGG risk elicitation task and its three new versions, it is important to recall that the danger of using unidimensional descriptions of risk attitudes goes beyond the incompatibility with modern economic theories like PT, CPT etc., all of which call for tests with multiple degrees of freedom. Being faithful to this recommendation, the contribution of this essay is an empirically and endogenously determined bi-dimensional specification of risk attitudes, useful to describe behavior under uncertainty and to explain behavior in other contexts. Hopefully, this will contribute to create large datasets containing a multidimensional description of individual risk attitudes, while at the same time allowing for a robust context, compatible with present and even future more complex descriptions of human attitudes towards risk.

Managing a duopolistic water market with confirmed proposals. An experiment

We report results from experimental water markets in which owners of two different sources of water supply water to households and farmers. The final water quality consumed by each type of consumer is determined through mixing of qualities from two different resources. We compare the standard duopolistic market structure with an alternative market clearing mechanism inspired by games with confirmed strategies (which have been shown to yield collusive outcomes). As in the static case, complex dynamic markets operating under a confirmed proposals protocol yield less efficient outcomes because coordination among independent suppliers has the usual effects of restricting output and increasing prices to the users. Our results suggest that, when market mechanisms are used to allocate water to its users, the rule of thumb used by competition authorities can also serve as a guide towards water market regulation.

Risk perception and commitment to reduce global climate change in Spain

An online national survey among the Spanish population (n = 602) was conducted to examine the factors underlying a person’s support for commitments to global climate change reductions. Multiple hierarchical regression analysis was conducted in four steps and a structural equations model was tested. A survey tool designed by the Yale Project on Climate Change Communication was applied in order to build scales for the variables introduced in the study. The results show that perceived consumer effectiveness and risk perception are determinant factors of commitment to mitigating global climate change. However, there are differences in the influence that other factors, such as socio-demographics, view of nature and cultural cognition, have on the last predicted variable.

Film och mening : En receptionsstudie om spelfilm, filmpublik och existentiella frågor

In what ways and under what circumstances can a movie be a resource for individuals and their thoughts about existential matters? This central research question has been investigated using a both quantitative and qualitative approach. First, a questionnaire was distributed amongst 179 Swedish students to provide a preliminary overview of film habits. The questionnaire was also used as a tool for selecting respondents to individual interviews. Second, thirteen interviews were conducted, with viewers choosing their favourite movie of all time. In the study socio-cognitive theory and a schema-based theoretical tool is adopted to analyze how different viewers make use of movies as cultural products in an interplay between culture and cognition in three contexts; a socio-historic process, a socio-cultural interaction with the world and inner psychological processes. Summarizing the interviews some existential matters dominated. Matters of immanent orientation were in the foreground. Transcendental questions received much less attention. Summarizing the schema-based theoretical question, assessing which cognitive schema structures the narratives were processed through, the study found an emphasis on a combination of two main cognitive structures, person schema and self schema. Detailed person schematic cognitive processes about fictitious characters on the screen and their role model behaviour were combined by the respondents with dynamic cross-references to detailed self schematic introspections about their own characteristics, related to existential matters at some very specific moments in their lives. The viewers in the study seem to be inspired by movies as a mediated cultural resource, promoting the development of a personal moral framework with references to values deeply fostered by a humanistic tradition. It is argued that these findings support theories discussing individualised meaning making, developing ‘self-expression values’ and ‘altruistic individualism’ in contemporary western society.

Um estudo sobre o uso do zinco e as estratégias de marketing no segmento galvanizador geral brasileiro

O objetivo deste trabalho é o de analisar a existência de estratégias de marketing das empresas de grande, médio e pequeno porte, prestadoras de serviços de galvanização geral no Brasil, para mostrar e divulgar os benefícios do material revestido com zinco em relação a outros revestimentos e, consequentemente, o aumento do uso e consumo do zinco metálico neste principal segmento de mercado, e, através de uma abordagem ampla sobre os principais conceitos e questões sobre o marketing, como marketing industrial, estratégias de marketing, segmentação de mercado e mercado-alvo, diferenciação de produtos e de serviços, canais de distribuição e rede de valor, partiu para a realização de uma pesquisa, com um roteiro de entrevista estruturado, no qual foram coletados dados de sete sujeitos amostrados de forma não-probabilística proposital, localizados no estado de São Paulo, representando 10% do total de empresas do mercado brasileiro de galvanização geral. Após avaliação dos resultados obtidos na pesquisa, pode-se constatar que a maioria do segmento galvanizador geral brasileiro não tem nenhuma estratégia de marketing voltada para a divulgação e promoção do uso de revestimento de zinco em relação a outros revestimentos. Ficando claro que somente algumas empresas de grande porte identificam a necessidade de formular e criar estratégias voltadas para o produto e/ou serviços, porém, que se desenvolvem muito timidamente. Outros aspectos, como fator de decisão para galvanizar, diferenciais avaliados pelo cliente, desenvolvimento de novos mercados, parcerias com fornecedores, atendimento das necessidades e relação com o mercado, também foram apurados neste trabalho.

Relações da filosofia do direito com disciplinas afins e outras disciplinas

Este artigo se refere ao conhecimento filosófico do Direito. A filosofia do Direito e a Filosofia Teorética, Psicologia, Moral, Sociologia e outras relações do Direito são analisadas neste escrito. Foram comparadas, também, a metodologia geral com a Filosofia do Direito e seu método. A conclusão simples diz a importante via que o Direito apresenta em sua aplicação.

Ciências sociais e a pragmática: diálogos sobre a recepção

Produção teórica sobre comunicação nas ciências sociais em diálogo com a teoria literária e a pragmática. O trabalho retoma um projeto seminal de Gabriel Cohn quando anunciou, em Sociologia da Comunicação, o encontro dessa área de estudos com a pragmática. Destaca a importância de uma communication turn nas ciências sociais e, ao mesmo tempo, ressalta a importância da sociologia seja na identificação das condições sociais de produção de sentido no consumo cultural, seja nas condições necessárias para sua eficácia simbólica.

Identificação da estratégia competitiva em redes de organizações no setor de autopeças brasileiro

Dissertação apresentada ao Programa de Mestrado em Administração da Universidade Municipal de São Caetano do Sul - USCS

Difusão de inovações como movimento de origem da comunicação para a saúde

Artigo apresentado no XXIX Congresso da Intercom, 2006, Brasília-DF.

Transposição do imaginário religioso no filme Auto da Compadecida de Guel Arraes

Dissertação apresentada ao Programa de Mestrado em Comunicação da Universidade Municipal de São Caetano do Sul - USCS

O trade dress relacionado às marcas próprias: elementos de repetição e inovação na construção gráfica

Dissertação de Mestrado apresentada como exigência parcial para obtenção do título de Mestre em Comunicação no Programa de Pós-graduação em Comunicação – Mestrado da Universidade Municipal de São Caetano do Sul

Aromatização de lojas: influências sobre o comportamento de compradores

Tese apresentada ao Programa de Pós-graduação em Administração da Universidade Municipal de São Caetano do Sul