Marketing de relacionamento: proposta de um plano de marketing de relacionamento para a Genyus Baterias

O objetivo deste estudo é propor um plano de marketing de relacionamento para ser utilizado pela Genyus Baterias na construção de relacionamentos duradouros com os participantes da cadeia de relacionamentos. Para isto são revistos conceitos na área de marketing de relacionamento. Partindo do plano de marketing sugerido por Gordon (1999), foram verificadas quais estratégias deste plano foram ou estão sendo utilizadas pela Genyus Baterias. O plano de marketing utilizado possui oito fases: plano para um plano (fase O), avaliação do cliente (fase 1), referencial (fase 2), avaliação da empresa (fase 3), declaração de oportunidade (fase 4), estado futuro (fase 5), caso empresarial (fase 6) e administração de mudança e implementação (fase 7); dentro dessas fases são analisadas diversas estratégias de marketing de relacionamento para garantir a sua eficácia e para que a organização atinja seus objetivos na formação de relacionamentos e no alcance de uma posição diferenciada no mercado de baterias. Verificou-se que a organização estudada não possui um plano de marketing de relacionamento e, através desta pesquisa a organização poderá utilizar o plano criado para obter eficácia na utilização do marketing de relacionamento.

Processos de aprendizagem e acumulação de competências tecnológicas na indústria de injeção plástica: o caso da Multibrás da Amazônia S.A.

This resume focus the connection between the learning process and the technological competences evolution. It is based on business case of a plastic injection company named Multibras da Amazonia S/A, that manufacture plastic parts to electro- electronic industry assemblers, the study used the company evolution from 1983 to 2000. Its conclusion allowed to demonstrate, how the theories developed by Figueiredo (2001) can be used to describe the technological competences and the learning process, and on it's scale from 1 to 6 the Multibras case has reached the level 5. Based on the business case, the study confirmed how the technological competences learning process and accumulation is linked to an organizational knowledge. Using the theory basis, but applied to an industry case, different from all the previous studies, this resume shows that it's necessary to have a continuous, organized and integrated effort to generate and develop the knowledge evolution inside the company to make possible the technological competences accumulation on a fast and effective track.

A pecuária sustentável e seu papel no combate ao desmatamento

Este trabalho analisa a relação entre pecuária e desmatamento, com enfoque sobre o papel da intensificação de pastagens como método de redução de pressões sobre florestas. Em um primeiro momento, foi realizado um estudo de caso com propriedades que aplicam um sistema de ciclo completo de pecuária em Alta Floresta, onde foram analisadas e correlacionadas as respectivas taxas internas de retorno e taxas de lotação. Em segundo momento, é realizada uma análise com dados do Censo Agropecuário 2006 onde o objetivo é identificar quais características comuns de propriedades de acordo com seu nível intensificação. Os resultados sugerem que níveis de intensificação mais relevantes não significam maior taxa de retorno para pecuaristas de pequeno porte, sugerindo assim que este grupo não tenha incentivos privados à adoção de técnicas de pecuária sustentável. Além disto, observa-se que existe uma relação positiva entre maiores níveis de intensificação e maior nível de desmatamento, assim como as pastagens mais intensificadas possuem dirigentes com melhores níveis educacionais, se encontram em locais onde o preço da terra é mais valorizado e tem melhor acesso ao mercado de crédito.

Knowledge transfer in software-maintenance offshore outsourcing

Software-maintenance offshore outsourcing (SMOO) projects have been plagued by tedious knowledge transfer during the service transition to the vendor. Vendor engineers risk being over-strained by the high amounts of novel information, resulting in extra costs that may erode the business case behind offshoring. Although stakeholders may desire to avoid these extra costs by implementing appropriate knowledge transfer practices, little is known on how effective knowledge transfer can be designed and managed in light of the high cognitive loads in SMOO transitions. The dissertation at hand addresses this research gap by presenting and integrating four studies. The studies draw on cognitive load theory, attributional theory, and control theory and they apply qualitative, quantitative, and simulation methods to qualitative data from eight in-depth longitudinal cases. The results suggest that the choice of appropriate learning tasks may be more central to knowledge transfer than the amount of information shared with vendor engineers. Moreover, because vendor staff may not be able to and not dare to effectively self-manage learn-ing tasks during early transition, client-driven controls may be initially required and subsequently faded out. Collectively, the results call for people-based rather than codification-based knowledge management strategies in at least moderately specific and complex software environments.

Plan de negocio Miraparty

En el siguiente trabajo se documentará un plan de negocio para Miraparty. Miraparty es una empresa que ofrece un servicio de photocall innovador en tres diferentes ámbitos de negocio: Bodas, celebración de todo tipo de eventos socio-culturales (fiestas, eventos deportivos, musicales, gastronómicos,...), y en el ámbito empresarial para eventos promocionales. Se realizará primero una presentación de la compañía describiendo sus servicios y su organización. Posteriormente se describirá tanto las características técnicas de toda la tecnología empleada, así como una descripción detallada del proceso y modelo de operaciones de Miraparty. A continuación se ha realizado un estudio de mercado analizando los competidores dentro del mismo sector, cuyas conclusiones se muestran en una tabla resumen, y termina con una matriz DAFO que ayuda a ver y comprender la situación actual de Miraparty. Dentro de la sección específica de marketing, se ha descrito primero el posicionamiento de la empresa para, posteriormente, desarrollar las capacidades de Go-to-market dentro de los distintos canales comerciales que Miraparty debe emplear. Además de ello, se ha diseñado una encuesta de satisfacción al cliente para su uso posterior. Por último, se ha desarrollado un caso de negocio en el que se estudia con éxito la viabilidad de la apertura de una franquicia de Miraparty en la ciudad de Madrid. Se ha optado por realizar un estudio con un horizonte de tres años. ---ABSTRACT---In following document a business plan for Miraparty will be developed. Miraparty is a company that offers a brand new photocall service in three different business areas: Weddings, every kind of social and cultural events (parties, sport events, musical events,...) and for promotional events for other companies. First of all, Miraparty will be described as well as its offered services and its organization. Afterwards, used technology and technical equipment will be described along with a detailed description of its core process and Miraparty's operational model. Secondly, it is presented a market analysis with a thorough analysis of Miraparty's direct competitors. Conclusions are summarized in a comparison table, and this part finishes with a DAFO matrix that helps understanding Miraparty's current situation. Next, in marketing related section, firstly, company's services positioning has been described using BCG matrix to, secondly, develop Go-to-Market capabilities for every market channel Miraparty should use. Besides that, a customer satisfaction survey form has been designed for its further use. Finally, a business case has been developed to study v Madrid. In this study it has been decided to state a three year time limit.

Multilevel phenomena and the implications for method: An example of knowledge transfer in sports

Multilevel theories integrate individual-level processes with those occurring at the level of the firm and above to generate richer and more complete explanations of IB phenomena than the traditional specification of IB relationships as single-level and parsimonious allows. Case study methods permit the timely collection of multiple sources of data, in context, from multiple individuals and multiple organizational units. Further, because the definitions for each level emerge from case data rather than being imposed a priori, case analysis promotes an understanding of deeper structures and cross-level processes. This paper considers the example of sport as an internationalized service to illustrate how the case method might be used to illuminate the multilevel phenomena of knowledge.

Stakeholder performance measurement:general approaches and methods of economic evaluation

This paper begins by suggesting that when considering Corporate Social Responsibility (CSR), even CSR as justified in terms of the business case, stakeholders are of great importance to corporations. In the UK the Company Law Review (DTI, 2002) has suggested that it is appropriate for UK companies to be managed upon the basis of an enlightened shareholder approach. Within this approach the importance of stakeholders, other than shareholders, is recognised as being instrumental in succeeding in providing shareholder value. Given the importance of these other stakeholders it is then important that corporate management measure and manage stakeholder performance. In order to do this there are two general approaches that could be adopted and these are the use of monetary values to reflect stakeholder value or cost and non-monetary values. In order to consider these approaches further this paper considered the possible use of these approaches for two stakeholder groups: namely employees and the environment. It concludes that there are ethical and practical difficulties with calculating economic values for stakeholder resources and so prefers a multi-dimensional approach to stakeholder performance measurement that does not use economic valuation.

Economic aspects of safety in the Greek construction industry

The thesis addresses the economic impacts of construction safety in Greece. The research involved the development of a methodology for determining the overall costs of safety, namely the sum of the costs of accidents and the costs of safety management failures (with or without accident) including image cost. Hitherto, very little work has been published on the cost of accidents in practical case studies. Moreover, to the author’s belief, no research has been published that seeks to determine in real cases the costs of prevention. The methodology developed is new, transparent, and capable of being replicated and adapted to other employment sectors and to other countries. The methodology was applied to three construction projects in Greece to test the safety costing methodology and to offer some preliminary evidence on the business case for safety. The survey work took place between 1999 and 2001 and involved 27 months of costing work on site. The study focuses on the overall costs of safety that apply to the main (principal) contractor. The methodology is supported by 120 discrete cost categories, and systematic criteria for determining which costs are included (counted) in the overall cost of safety. A quality system (in compliance with ISO9000 series) was developed to support the work and ensure accuracy of data gathering. The results of the study offer some support for the business case for safety. Though they offer good support for the economics of safety as they demonstrate need for cost effectiveness. Subject to important caveats, those projects that appeared to manage safety more cost-effectively achieved the lowest overall safety cost. Nevertheless, results are significantly lower than of other published works for two main reasons; first costs due to damages with no potential to injury were not included and second only costs to main constructor were considered. Study’s results are discussed and compared with other publish works.

A process framework for selecting supply system architecture in manufacturing supply chains and networks

The process framework comprises three phases, as follows: scope the supply chain/network; identify the options for supply system architecture and select supply system architecture. It facilitates a structured approach that analyses the supply chain/network contextual characteristics, in order to ensure alignment with the appropriate supply system architecture. The process framework was derived from comprehensive literature review and archival case study analysis. The review led to the classification of supply system architectures according to their orientation, whether integrated; partially integrated; co-ordinated or independent. The classification was combined with the characteristics that influence the selection of supply system architecture to encapsulate the conceptual framework. It builds upon existing frameworks and methodologies by focusing on structured procedure; supporting project management; facilitating participation and clarifying point of entry. The process framework was initially tested in three case study applications from the food, automobile and hand tool industries. A variety of industrial settings was chosen to illustrate transferability. The case study applications indicate that the process framework is a valid approach to the problem; however, further testing is required. In particular, the use of group support system technologies to support the process and the steps involving the participation of software vendors need further testing. However, the process framework can be followed due to the clarity of its presentation. It considers the issue of timing by including alternative decision-making techniques, dependent on the constraints. It is useful for ensuring a sound business case is developed, with supporting documentation and analysis that identifies the strategic and functional requirements of supply system architecture.

Professional standards research:job satisfaction and innovation

Job satisfaction is a significant predictor of organisational innovation – especially where employees (including shop-floor workers) experience variety in their jobs and work in a single-status environment. The relationship between job satisfaction and performance has long intrigued work psychologists. The idea that "happy workers are productive workers" underpins many theories of performance, leadership, reward and job design. But contrary to popular belief, the relationship between job satisfaction and performance at individual level has been shown to be relatively weak. Research investigating the link between job satisfaction and creativity (the antecedent to innovation) shows that job dissatisfaction promotes creative outcomes. The logic is that those who are dissatisfied (and have decided to stay with the organisation) are determined to change things and have little to lose in doing so (see JM George & J Zhou, 2002). We were therefore surprised to find in the course of our own research into managerial practices and employee attitudes in manufacturing organisations that job satisfaction was a highly significant predictor of product and technological innovation. These results held even though the research was conducted longitudinally, over two years, while controlling for prior innovation. In other words, job satisfaction was a stronger predictor of innovation than any pre-existing orientation organisations had towards working innovatively. Using prior innovation as a control variable, as well as a longitudinal research design, strengthened our case against the argument that people are satisfied because they belong to a highly innovative organisation. We found that the relationship between job satisfaction and innovation was stronger still where organisations showed that they were committed to promoting job variety, especially at shop-floor level. We developed precise instruments to measure innovation, taking into account the magnitude of the innovation both in terms of the number of people involved in its implementation, and how new and different it was. Using this instrument, we are able to give each organisation in our sample a "score" from one to seven for innovation in areas ranging from administration to production technology. We found that much innovation is incremental, involving relatively minor improvements, rather than major change. To achieve sustained innovation, organisations have to draw on the skills and knowledge of employees at all levels. We also measured job satisfaction at organisational level, constructing a mean "job satisfaction" score for all organisations in our sample, and drawing only on those companies whose employees tended to respond in a similar manner to the questions they were asked. We argue that where most of the workforce experience job satisfaction, employees are more likely to collaborate, to share ideas and aim for high standards because people are keen to sustain their positive feelings. Job variety and single-status arrangements further strengthen the relationship between satisfaction and performance. This makes sense; where employees experience variety, they are exposed to new and different ideas and, provided they feel positive about their jobs, are likely to be willing to try to apply these ideas to improve their jobs. Similarly, staff working in single-status environments where hierarchical barriers are reduced are likely to feel trusted and valued by management and there is evidence (see G Jones & J George, 1998) that people work collaboratively and constructively with those they trust. Our study suggests that there is a strong business case for promoting employee job satisfaction. Managers and HR practitioners need to ensure their strategies and practices support and sustain job satisfaction among their workforces to encourage constructive, collaborative and creative working. It is more important than ever for organisations to respond rapidly to demands of the external environment. This study shows the positive association between organisational-level job satisfaction and innovation. So if a happy workforce is the key to unlocking innovation and organisations want to thrive in the global economy, it is vital that managers and HR practitioners pay close attention to employee perceptions of the work environment. In a world where the most innovative survive it could make all the difference.

Private climate change reporting: an emerging discourse of risk and opportunity?

Purpose – This paper aims to explore the nature of the emerging discourse of private climate change reporting, which takes place in one-on-one meetings between institutional investors and their investee companies. Design/methodology/approach – Semi-structured interviews were conducted with representatives from 20 UK investment institutions to derive data which was then coded and analysed, in order to derive a picture of the emerging discourse of private climate change reporting, using an interpretive methodological approach, in addition to explorative analysis using NVivo software. Findings – The authors find that private climate change reporting is dominated by a discourse of risk and risk management. This emerging risk discourse derives from institutional investors' belief that climate change represents a material risk, that it is the most salient sustainability issue, and that their clients require them to manage climate change-related risk within their portfolio investment. It is found that institutional investors are using the private reporting process to compensate for the acknowledged inadequacies of public climate change reporting. Contrary to evidence indicating corporate capture of public sustainability reporting, these findings suggest that the emerging private climate change reporting discourse is being captured by the institutional investment community. There is also evidence of an emerging discourse of opportunity in private climate change reporting as the institutional investors are increasingly aware of a range of ways in which climate change presents material opportunities for their investee companies to exploit. Lastly, the authors find an absence of any ethical discourse, such that private climate change reporting reinforces rather than challenges the “business case” status quo. Originality/value – Although there is a wealth of sustainability reporting research, there is no academic research on private climate change reporting. This paper attempts to fill this gap by providing rich interview evidence regarding the nature of the emerging private climate change reporting discourse.

Comparison of the measurement performance of high precision multi-axis metal cutting machine tools

High precision manufacturers continuously seek out disruptive technologies to improve the quality, cost, and delivery of their products. With the advancement of machine tool and measurement technology many companies are ready to capitalise on the opportunity of on-machine measurement (OMM). Coupled with business case, manufacturing engineers are now questioning whether OMM can soon eliminate the need for post-process inspection systems. Metrologists will however argue that the machining environment is too hostile and that there are numerous process variables which need consideration before traceable measurement on-the-machine can be achieved. In this paper we test the measurement capability of five new multi-axis machine tools enabled as OMM systems via on-machine probing. All systems are tested under various operating conditions in order to better understand the effects of potentially significant variables. This investigation has found that key process variables such as machine tool warm-up and tool-change cycles can have an effect on machine tool measurement repeatability. New data presented here is important to many manufacturers whom are considering utilising their high precision multi-axis machine tools for both the creation and verification of their products.

D9.5 – Exploitation Plan (version 1 of 3)

The RAGE Exploitation Plan is a living document, to be upgraded along the project lifecycle, supporting RAGE partners in defining how the results of the RAGE RIA will be used both in commercial and non-comercial settings. The Exploitation Plan covers the entire process from the definition of the business case for the RAGE Ecosystem to the creation of the sustainability conditions for its real-world operation beyond the H2020 project co-funding period. The Exploitation Plan will be published in three incremental versions, due at months 18, 36 and 42 of the project lifetime. This early stage version 1 of 3 is mainly devoted to: i. Setting-up the structure and the initial building blocks to be populated and completed in the future editions of the Exploitation Plan and to ii. providing additional guidance for market intelligence gathering, business modelling definition and validation, outreach and industry engagement and ultimately providing insights for the development, validation and evaluation of RAGE results across the project´s workplan execution. These tasks will in turn render suitable inputs to enhance the two future editions of the Exploitation Plan.