COMUNICAÇÃO PÚBLICA: UMA LEITURA CRÍTICA ENTRE O INSTITUCIONAL E O MERCADOLÓGICO

A pesquisa ora apresentada discute os processos comunicacionais e de gestão no desenvolvimento de atividades de Comunicação Pública. Sobretudo aqueles que sejam capazes de alcançar um elevado nível de qualidade em prol da eficácia na prestação de serviços ao cidadão-consumidor. Transitando entre a comunicação institucional e a mercadológica, em referência à linha de pesquisa de mesmo nome constante do Programa de Pós-graduação de Comunicação Social da Universidade, o trabalho em questão aborda tópicos como o estudo de boas práticas e aspectos interessantes sobre processos, políticas, estratégias e ações na gestão de competências da comunicação nas organizações. Para isso, em termos de metodologia, são utilizados elementos bibliográficos e documentais, além de entrevistas abertas com os gestores do setor que conformam exemplos de comunicação organizacional em duas instituições. Esses procedimentos verificados durante a pesquisa no processo comunicacional das organizações estudadas se correlacionam a uma contextualização histórica de conceitos, teorias e métodos voltados à realidade da sociedade contemporânea. Análise justificada em que pese uma abordagem a respeito de princípios que possam ser visualizados na práxis comunicacional, como sustentabilidade, transparência, governança corporativa e gestão da comunicação em uma ambiência tecnossocial de produção simbólica de conteúdos (informações, produtos, serviços, marcas, imagem etc.). A análise dessa dinâmica como um todo objetiva abordar, ainda, as implicações sociais do processo de planejamento em Comunicação e do ato comunicativo em si, que nos faz perceber de que forma as organizações públicas observam a relação (discurso versus prática) com seus clientes no acesso a informações, produtos ou serviços.

DE PROFESSOR A EMPRESÁRIO: CONTRIBUIÇOES DE ANTONIO VERONEZI AO ENSINO SUPERIOR

A história da fundação e desenvolvimento de uma instituição educacional, não pode ser desvinculada dos acontecimentos do país, sobretudo se ocorrida no último meio século, período ímpar na história, em que o ensino superior se expandiu de forma acelerada, sobretudo o privado. Este estudo do ensino superior brasileiro, contemplando a história da Universidade Guarulhos, tem como pano de fundo a história de vida de seu fundador e atual Chanceler Antonio Veronezi, como método de investigação qualitativa, construído por meio de entrevistas autobiográficas. Identificando nas narrativas momentos marcantes da história da educação brasileira, foram eles contextualizados no aspecto político, econômico e social. As transformações do processo de industrialização foram também pesquisadas procurando apresentar o desenvolvimento da própria cidade de Guarulhos, geradora da demanda por ensino superior desde a década de 1970 mantida até o momento. A trajetória educacional, a entrada no setor de educação, o desenvolvimento de habilidades de gestão e a transformação do professor do ensino médio em um dos mais importantes empresários e representante do setor, dotam de sentido as questões suscitadas, que poderão ser respondidas por pesquisadores da história, da pedagogia, da linguística ou da administração, entre as quais: a democratização do acesso, a qualidade do ensino superior, as representações sociais dos gestores e a mercantilização do setor.

The training experience of primary care pharmacists

Objectives — To map the tasks, activities and training provision for primary care pharmacists (PCPs) and to identify perceived future training needs. Methods — Survey undertaken in 1998/1999 using a pre-piloted, postal, self-completion questionnaire to two samples of PCPs. Setting — PCPs in (a) the West Midlands and (b) England (outside West Midlands). Key findings — The response rate was 66 per cent. A majority (68 per cent) had worked in the role for less than two years. Eighty per cent had some form of continuing education or training for the role although only 50 per cent had a formal qualification. Over two-thirds had contributed to the funding of their training, with one-third providing all funding. Seventy-four per cent of PCPs agreed that pharmacists should go through a procedure to ensure competence (accreditation) before being allowed to work for a general medical practice or primary care group. Views on the need for formal education/training prior to work differed: 82 per cent of those with formal qualifications, but only 46 per cent of those without, considered that this should be a requirement. There was general agreement that training/education had met training needs. Views on future training closely reflected previous training experiences, with a focus upon pharmaceutical roles rather than upon generic skill development and the acquisition of management skills. Conclusions — The study provides a snapshot in time of the experience of pioneer PCPs and the training available to them. PCPs will need further training or updating if they are to provide the wider roles required by the developing needs of the National Health Service. Consideration should be given to formal recognition of the training of PCPs in order to assure competence. The expectation that pharmacists should fund their own training is likely to be a barrier to uptake of training and uncertainties over funding will militate against consistency of training.

The impact of foreign direct investment on labour productivity in the Chinese electronics industry

Foreign direct investment (FDI) may have a positive impact on labour productivity in recipient industries through direct introduction of capital, technology and management skills and indirectly through spillover effects on domestic firms. This study uses a model intended to examine the overall effects of inward FDI in the Chinese electronics industry. Official data are used for 41 sub-sectors of the industry in 1996 and 1997 having differing levels of FDI. Labour productivity is modelled as dependent on the degree of foreign presence in the industry and other variables, namely capital intensity, human capital and firm size for scale factors. The econometric results suggest that foreign presence in the industry is associated with higher labour productivity. © 2001 Elsevier Science Ltd.

The West Midlands road transport industry

The object of this project was to identify those elements of management practice which characterised firms in the West Midlands Road Transport Industry. The object being to establish the contents of what might be termed a management policy portfolio for growth. The First Phase was the review of those factors which were generally accepted as having an influence on the success rate of transport firms in order to ascertain if they explained observed patterns. Secondly, if this were not the case, to instigate a field work study to isolate those policies which were associated with growth organizations. Investigation of the vehicle movements for the entire West Midlands Fleet over a complete licence cycle suggested that conventional explanations could not fully account for the observed patterns. To carry out the second phase of the study a sample of growth firms were visited in order to measure their attitudes on a range of factors hypothesised to affect growth. Field data were analysed to establish management activities over a wide range of areas and the results further investigated through a Principal Components and Cluster Analysis programme. The outcome of the study indicates that some past attitudes on the skills and attitudes of transport managers may have to be re-examined. As a result, the project produced a new classification of road transport firms based not on the conventional categories of long and short haul, or the types of traffics carried, but on the marketing policies and management skills employed within the organization.

Diabetic patient education and motivation. Available in 2 volumes.

Diabetes mellitus is a condition which requires a high degree of patient cooperation in self-management to achieve optimal glycaemic control. The concept of patient education, to enhance the treatment and management of diabetes, is well recognised. Several diabetes education programmes have already been described, but increased knowledge of diabetes did not necessarily result in improved self-mangement or glycaemic control. Other factors, such as attitudes and motivations, may therefore be particuarly important. The aims of the present study were to investigate the influence of patients' attitudes to diabetes, and to develop motivational aspects which enable the application of knowledge to enhance self-management and compliance with treatment. Thirty-one insulin-dependent diabetic (IDD) patients entered into a 12 month educational programme, particularly designed to increase motivation. Patients' attitudes to diabetes, their knowledge and self-management skills were assessed using questionnaires and practical tests, and parameters of glycaemic control were measured. The progress of these patients was compared at intervals with a close matched group of 25 control IFF patients who continued to receive routine clinic care. Patients completing the educational programme achieved better glycaemic control (p< 0.05), greater knowledge (p< 0.001), more favourable attitudes (p< 0.03) and increased competence in management skills (p< 0.02) compared with the control group. Evaluation procedures indicated that the programme was acceptable to the patients, and was successful in terms of increasing patient motivation. Six months after completion of the programme, glycaemic control deteriorated, although knowledge, attitudes and management skills were unchanged. This might reflect the withdrawal of extrinsic motivation, attention and supervision provided during the programme. It is recommended that consideration be given to the development of patients' intrinsic motivation to achieve maximum benefit from diabetes education programmes.

Elemzés vagy megérzés: a stratégiai döntéshozatal gyakorlata Californiában és Magyarországon = Analysis or Intuition: Strategic decision making in California and Hungary

Stratégiai döntéseket jellemzően a vállalatok felsővezetői, vezérigazgatók és elnökök hoznak. Ennek szellemében 40 felsővezetőt kérdeztünk két nagyon különböző régióban (Kaliforniában és Magyarországon) egy összehasonlító kutatás keretében. A két országban tizenkét válaszadó vezérigazgató, elnök, alelnök, vagy felelős vezető volt (rájuk, mint Vezetőkre hivatkoztunk), miközben nyolcan alapítói és többségi tulajdonosai voltak saját vállalkozásuknak (őket nevezzük Vállalkozóknak). A kutatás három területre irányult: 1) Hogyan hoznak döntéseket a felsővezetők a valóságban a világ e két különböző táján; 2) Mennyiben különböznek - ha egyáltalán különböznek - a Vállalkozók és a Vezetők az alkalmazott döntéshozatali közelítésmódot tekintve, amikor az analitikus gondolkodást az intuícióikkal kombinálják; 3) Mik a hasonlóságok és a különbségek a menedzsment képességekben és a döntéshozatali rutinokban a Vállalkozók és a Vezetők között a vizsgált menedzsment kultúrákban. = Strategic decision making is usually conducted by a firm’s top management, led by the CEO or the President of the company. In keeping with this, 40 top level managers in two very different regions (California, USA and Hungary) were targeted in a comparative research study. In the two countries, twelve of the managers were CEOs, Presidents, Vice Presidents or Chief Officers (hereafter referred to as Executives) while eight were founders and majority owners of their own enterprises (hereafter referred to as Entrepreneurs). The research focused on the following 3 areas: 1) How top level managers really make strategic decisions in these two different parts of the world; 2) How Entrepreneurs and Executives differ, if at all, in their approach to strategic decision making when they combine analytical thinking with their intuition; 3) The similarities and differences in management skills and decision making routines between Entrepreneurs and Executives within the investigated management cultures.

Racionális és intuitív döntéshozók Kaliforniában és Magyarországon (Analysis or Intuition – Strategic decision making in California and Hungary)

Stratégiai döntéseket jellemzően a vállalatok felső vezetői, vezérigazgatók és elnökök hoznak. Ennek szellemében a szerző negyven felső vezetőt kérdezett meg két nagyon különböző régióban (Kaliforniában és Magyarországon) egy összehasonlító kutatás keretében. A két országban tizenkét válaszadó vezérigazgató, elnök, alelnök vagy felelős vezető volt (rájuk mint Vezetőkre hivatkoztunk), miközben nyolcan alapítói és többségi tulajdonosai voltak saját vállalkozásuknak (őket nevezzük Vállalkozóknak). A kutatás három területre irányult: 1) Hogyan hoznak döntéseket a felső vezetők a valóságban a világ e két különböző táján 2) Mennyiben különböznek – ha egyáltalán különböznek – a Vállalkozók és a Vezetők az alkalmazott döntéshozatali közelítésmódot tekintve, amikor az analitikus gondolkodást az intuícióikkal kombinálják 3) Mik a hasonlóságok és a különbségek a menedzsmentképességekben és a döntéshozatali rutinokban a Vállalkozók és a Vezetők között a vizsgált menedzsmentkultúrákban? ______ Strategic decision making is usually conducted by a firm’s top management, led by the CEO or the President of the company. In keeping with this, 40 top level managers in two very different regions (California, USA and Hungary) were targeted in a comparative research study. In the two countries, twelve of the managers were CEOs, Presidents, Vice Presidents or Chief Officers (hereafter referred to as Executives) while eight were founders and majority owners of their own enterprises (hereafter referred to as Entrepreneurs). The research focused on the following 3 areas: 1) How top level managers really make strategic decisions in these two different parts of the world; 2) How Entrepreneurs and Executives differ, if at all, in their approach to strategic decision making when they combine analytical thinking with their intuition; 3) The similarities and differences in management skills and decision making routines between Entrepreneurs and Executives within the investigated management cultures.

Working adult students' perspectives on persisting in college

The purpose of this study was to describe and explain working adult undergraduate students' perspectives on persistence in college in order to address the applicability of retention theory to a specific group of college students. Retention of college students is a major concern in higher education where persistence rates have continued to decline for the last 16 years and changing student demographics have influenced enrollment patterns. ^ A qualitative research design was used. Data were collected through in-depth semi-structured interviews with nine working adult undergraduate students. The participants were selected to include diversity in age, race/ethnicity, family roles, career/work levels, college majors, and educational histories. ^ Triangulation was performed on data from the interviews, participant data forms, and a research journal. Open and axial coding were used to generate emerging themes. Member checking was used to verify the interpretation of the participants' perspectives. A peer reviewer corroborated the data analysis. Three major themes emerged from the data which explained how the students stayed motivated, engaged in learning, and managed the institutional aspects of college. ^ Five conclusions were drawn from the findings of this study. First, working adult students described their core experience of college as both positive and negative, creating tensions and often conflicts that influenced their persistence. Second, persistence factors associated with working adult students included personal aspects, such as having clear career/life goals, self management skills, and supportive relationships; learning aspects, such as interactive teaching methods, connections to prior learning, and relevance to career/life goals; and institutional aspects, such as customer service orientation of staff, flexibility of policies and procedures, and convenient access to information. Third, current retention theory was applicable to working adult students. However, working adult students described their experience of academic and social integration differently from that of traditional college students found in the literature. Fourth, findings from this study supported the developmental components of the Adult Persistence in Learning model (MacKinnon-Slaney, 1994). Finally, the study findings indicated a clearly active role required of the institution in the persistence of working adult students by providing flexibility and accessibility in procedures and services. ^

A follow-up outcome evaluation of independent living services for foster care youth

This study aimed to evaluate the effectiveness of the Independent Living (IL) program targeting foster youths to prepare them for effective adulthood. The study employed a pre-post, two-group comparative research design. The IL group was composed of 49 young adults who participated in the IL or SIL (subsidized IL) program prior to their emancipation from foster care (mean age, 20.6 years). The comparison was made up of 18 young adults who experienced foster care but never participated in the IL or SIL programs (mean age, 20.2 years). Data were collected via a mailed survey that included the Daniel Memorial Independent Living Assessment (DMILA) and an additional questionnaire developed by the researcher. The study also examined: (1) why youth in foster care do not participate in IL programs, (2) how participating youth evaluate IL services and what recommendations they make to improve services, and (3) the internal consistency of the DMILA. Results suggest that the DMILA assessment has mediocre reliability. IL program participation is associated with better educational, employment, income, housing, early parenting-prevention, transportation, anger control, criminal-prevention, and self-evaluation outcomes. However, IL participation is not associated with better social support, perceived parenting competence, substance abuse-prevention, sexual risk-prevention outcomes, increased knowledge in money management skills, job seeking and job maintenance skills, interpersonal skills, or lower depression. Results also suggest that the outreach activities of the IL program may be flawed. IL participants reported the IL program was doing best in educational preparation, criminal involvement prevention, and money management preparation and least well in parenting preparation, housing preparation, employment preparation, and substance abuse prevention. To improve services, youths recommended primarily that IL counselors develop closer relationships with youths, that IL training better address organizational skills, and that monthly subsidy be raised and SIL eligibility requirements softened. The study's political context and limitations are also discussed and implications are derived regarding prevention, intervention, outreach, mentorship, empowerment, cross-systems collaboration, and future research. ^

Perceptions of underprepared community college students regarding their educational achievement

The purpose of this study was to understand the perceptions of underprepared college students who had participated in learning communities and who persisted to complete developmental classes and earned at least 30 college-level credit hours to graduate and the perceptions of their peers who had dropped out of college. The theories posed by Tinto, Astin, and Freire formed the framework for this case study. The 22 participants were graduates or transfer students now attending a public university, currently-enrolled sophomores, and students no longer enrolled at the time of the study. Semi-structured individual interviews and a group interview provided narrative data which were transcribed, coded, and analyzed to gain insights into the experiences and perspectives of the participants. The group interview provided a form of member checking to increase accuracy in interpreting themes. A peer reviewer provided feedback on the researcher’s data analysis procedures. The analysis yielded four themes and 14 sub-themes which captured the essence of the participants’ experiences. The pre-college characteristics/traits theme described the students’ internal values and attributes acquired prior to college. The external college support/community influence theme described the encouragement to attend college the students received from family, friends, and high school teachers. The social involvement theme described the students’ participation in campus activities and their interactions with other members of the campus. The academic integration theme described students’ use of campus resources and their contacts with the faculty. The persisters reported strong family and peer support, a sense of responsibility, appreciation for dedicated and caring faculty, and a belief that an education can be a liberatory means to achieve their goals. The non-persisters did not report having the same sense of purpose, goal orientation, determination, obligation to meet family expectations, peer support, campus involvement, positive faculty experiences, and time management skills. The researcher offers an emerging model for understanding factors associated with persistence and three recommendations for enhancing the academic experience of underprepared college students: (a) include a critical pedagogy perspective in coursework where possible, (b) integrate co-curricular activities with the academic disciplines, and (c) increase student-faculty interaction.

Tourism Professionals Profile: Theme Park Managers

Theme park managers are a unique group of tourism managers. Their perspectives on effective tourism management skills and abilities differ from some public sector tourism managers. The authors present the results of a study focusing on theme park managers and compare these results with those of other tourism manager groups

Perceptions of Underprepared Community College Students regarding their Educational Achievement

The purpose of this study was to understand the perceptions of underprepared college students who had participated in learning communities and who persisted to complete developmental classes and earned at least 30 college-level credit hours to graduate and the perceptions of their peers who had dropped out of college. The theories posed by Tinto, Astin, and Freire formed the framework for this case study. The 22 participants were graduates or transfer students now attending a public university, currently-enrolled sophomores, and students no longer enrolled at the time of the study. Semi-structured individual interviews and a group interview provided narrative data which were transcribed, coded, and analyzed to gain insights into the experiences and perspectives of the participants. The group interview provided a form of member checking to increase accuracy in interpreting themes. A peer reviewer provided feedback on the researcher’s data analysis procedures. The analysis yielded four themes and 14 sub-themes which captured the essence of the participants’ experiences. The pre-college characteristics/traits theme described the students’ internal values and attributes acquired prior to college. The external college support/community influence theme described the encouragement to attend college the students received from family, friends, and high school teachers. The social involvement theme described the students’ participation in campus activities and their interactions with other members of the campus. The academic integration theme described students’ use of campus resources and their contacts with the faculty. The persisters reported strong family and peer support, a sense of responsibility, appreciation for dedicated and caring faculty, and a belief that an education can be a liberatory means to achieve their goals. The non-persisters did not report having the same sense of purpose, goal orientation, determination, obligation to meet family expectations, peer support, campus involvement, positive faculty experiences, and time management skills. The researcher offers an emerging model for understanding factors associated with persistence and three recommendations for enhancing the academic experience of underprepared college students: (a) include a critical pedagogy perspective in coursework where possible, (b) integrate co-curricular activities with the academic disciplines, and (c) increase student-faculty interaction.

Educación superior y competencias para el empleo. El punto de vista de los empresarios

La relevancia del conocimiento como input del proceso productivo ha aumentado la complejidad de la contratación en el mercado de trabajo cualificado. Como consecuencia de ello, se ha generado un proceso de reflexión sobre la adecuación de la acreditación universitaria a las necesidades del mercado de trabajo. Académicos, gerentes y expertos en el mercado de trabajadores altamente cualificados han tenido parte en esta reflexión durante mucho tiempo. Este trabajo tiene como objetivo la identificación de las competencias profesionales con mayor relevancia en la empleabilidad de los graduados en Economía y Empresa. El análisis se basa en una investigación cualitativa que toma como fuentes de información las opiniones de los empleadores. La información para el estudio ha sido obtenida mediante entrevistas en profundidad y la realización de un grupo de discusión. En este proceso han participado empresarios, responsables del servicio de prácticas de la Universidad de Barcelona, expertos y responsables de empresa de colocación, representantes de organizaciones empresariales y profesores universitarios. La atención se centra en la percepción que los entrevistados tienen del requerimiento de conocimientos, habilidades y actitudes, en el grado en que los desarrollan y en los cambios que se necesitarían para lograr una mejor correspondencia entre las competencias adquiridas por los graduados y las requeridas por el mercado de trabajo. A partir de la clasificación de las competencias profesionales (proyecto Tuning), el estudio pone de relieve la importancia otorgada por los empleadores a de las competencias genéricas. No obstante, se observan diferencias valorativas según la tipología de empresas. Asimismo, se evidencian déficits en algunos aspectos relevantes, como la formación práctica y la capacidad de iniciativa, de análisis o de organización. Por último, de las opiniones recogidas también se constata la necesidad de aproximar la universidad al sistema productivo, al menos en el campo económico-empresarial.

Financial literacy and over-indebtedness in low-income households

Financial literacy can explain a significant proportion of wealth inequality. Among the key components of financial literacy are numeracy and money management skills. Our study examines the relative importance of these components in the determination of consumer debt and household net worth among credit union members in socially disadvantaged areas. The main finding from our analysis is that money management skills are important determinants of financial outcomes but that numeracy has almost no role to play. This result adds to a recent US-based behavioural finance literature on the role of attention and planning in consumer finance. Findings are found to be robust when the sample is reduced to only those who have a clear role in household financial decision-making and also when controlling for potential endogeneity. Our findings have policy implications in the UK and elsewhere as credit unions across the world are important players in national financial literacy strategies.