Intimacy at work: Playback theatre and corporate cultural change in Mercedes Benz, Brazil

On the back of a faltering economic year in 2007 and a major merger of motor car and truck dealerships, international motor car giant Mercedes Benz adopted a radical approach to re-aligning the company vision for their Brazilian business. Adopting a people-centred approach to change, they integrated participatory theatre and personal stories into a nationwide cultural development programme producing twelve performances in twelve cities. The central content of the performances came from employees who told personal stories that were then performed onstage. Each event acted as a unique expression of workplace values that would be led by employee attitudes and behaviour. Through the dialogic process, the company established a new code of conduct for customer care for the next phase of company activity. This article critiques various aspects of the programme and considers the value and limitations in the person-centred approach facilitated through theatre.

A organização internacional dos trabalhadores metalúrgicos na Mercedes-Benz: perspectivas de contra-hegemonia local-global

Pós-graduação em Relações Internacionais (UNESP - UNICAMP - PUC-SP) - FFC

Mercedes Benz Museum

In collaboration with Alberto Morell Sixto

A COMUNICAÇÃO DE MERCADO, O LUXO E A CONSTRUÇÃO DA MARCA MERCEDES-BENZ: TEMPO VERSUS CONCEITOS

A marca Mercedes-Benz é uma marca legendária e está presente no imaginário do consumidor quando o assunto é automóvel. A história dessa importante indústria automobilística ultrapassa os 100 anos (1902-2008) e a cada dia impressiona ainda mais com novos modelos, sinônimo de tecnologia, qualidade, segurança e luxo. Este trabalho visa analisar e compreender o processo de comunicação da marca Mercedes-Benz, que surgiu em 1902 (como Mercedes), depois como Mercedes-Benz (1926), DaimlerChyrsler (1998), atualmente como Daimler AG (matriz Alemanha) e Mercedes-Benz do Brasil Ltda., e que permanece fortalecida e prestigiada no seu segmento, de acordo com os números e informações apresentadas, ratificadas por profissionais do setor automotivo e especialistas em luxo. Faz parte deste estudo abordar a forma e o significado da marca, representada por sua logomarca em toda a sua trajetória: esboço inicial, mudanças e desenho atual (parte gráfica) bem como as mensagens transmitidas e comunicação com o mercado. A metodologia consiste em realizar um levantamento bibliográfico por meio de: publicações, periódicos, documentos internos, dissertações e teses, que contenham informações sobre a marca Mercedes-Benz desde o seu momento inicial até o atual, visando estabelecer uma comparação entre os períodos, sobretudo no cenário nacional. O trabalho irá tratar o assunto como um estudo de caso, por se tratar de uma análise organizacional e gerencial, que compreendem fenômenos contemporâneos inseridos na vida real. O estudo tem como referência a Comunicação Integrada de Marketing, como linha de pesquisa e a Comunicação Especializada, como área de concentração.(AU)

A COMUNICAÇÃO DE MERCADO, O LUXO E A CONSTRUÇÃO DA MARCA MERCEDES-BENZ: TEMPO VERSUS CONCEITOS

A marca Mercedes-Benz é uma marca legendária e está presente no imaginário do consumidor quando o assunto é automóvel. A história dessa importante indústria automobilística ultrapassa os 100 anos (1902-2008) e a cada dia impressiona ainda mais com novos modelos, sinônimo de tecnologia, qualidade, segurança e luxo. Este trabalho visa analisar e compreender o processo de comunicação da marca Mercedes-Benz, que surgiu em 1902 (como Mercedes), depois como Mercedes-Benz (1926), DaimlerChyrsler (1998), atualmente como Daimler AG (matriz Alemanha) e Mercedes-Benz do Brasil Ltda., e que permanece fortalecida e prestigiada no seu segmento, de acordo com os números e informações apresentadas, ratificadas por profissionais do setor automotivo e especialistas em luxo. Faz parte deste estudo abordar a forma e o significado da marca, representada por sua logomarca em toda a sua trajetória: esboço inicial, mudanças e desenho atual (parte gráfica) bem como as mensagens transmitidas e comunicação com o mercado. A metodologia consiste em realizar um levantamento bibliográfico por meio de: publicações, periódicos, documentos internos, dissertações e teses, que contenham informações sobre a marca Mercedes-Benz desde o seu momento inicial até o atual, visando estabelecer uma comparação entre os períodos, sobretudo no cenário nacional. O trabalho irá tratar o assunto como um estudo de caso, por se tratar de uma análise organizacional e gerencial, que compreendem fenômenos contemporâneos inseridos na vida real. O estudo tem como referência a Comunicação Integrada de Marketing, como linha de pesquisa e a Comunicação Especializada, como área de concentração.(AU)

Import passenger automobile weight projections 1979-1986: Mercedes-Benz, BMW, Volvo, BL Ltd. Final report.

National Highway Traffic Safety Administration, Washington, D.C.

A COMUNICAÇÃO DE MERCADO, O LUXO E A CONSTRUÇÃO DA MARCA MERCEDES-BENZ: TEMPO VERSUS CONCEITOS

A marca Mercedes-Benz é uma marca legendária e está presente no imaginário do consumidor quando o assunto é automóvel. A história dessa importante indústria automobilística ultrapassa os 100 anos (1902-2008) e a cada dia impressiona ainda mais com novos modelos, sinônimo de tecnologia, qualidade, segurança e luxo. Este trabalho visa analisar e compreender o processo de comunicação da marca Mercedes-Benz, que surgiu em 1902 (como Mercedes), depois como Mercedes-Benz (1926), DaimlerChyrsler (1998), atualmente como Daimler AG (matriz Alemanha) e Mercedes-Benz do Brasil Ltda., e que permanece fortalecida e prestigiada no seu segmento, de acordo com os números e informações apresentadas, ratificadas por profissionais do setor automotivo e especialistas em luxo. Faz parte deste estudo abordar a forma e o significado da marca, representada por sua logomarca em toda a sua trajetória: esboço inicial, mudanças e desenho atual (parte gráfica) bem como as mensagens transmitidas e comunicação com o mercado. A metodologia consiste em realizar um levantamento bibliográfico por meio de: publicações, periódicos, documentos internos, dissertações e teses, que contenham informações sobre a marca Mercedes-Benz desde o seu momento inicial até o atual, visando estabelecer uma comparação entre os períodos, sobretudo no cenário nacional. O trabalho irá tratar o assunto como um estudo de caso, por se tratar de uma análise organizacional e gerencial, que compreendem fenômenos contemporâneos inseridos na vida real. O estudo tem como referência a Comunicação Integrada de Marketing, como linha de pesquisa e a Comunicação Especializada, como área de concentração.(AU)

Molecular Dynamics implementation of BN2D or 'Mercedes Benz' water model

Two-dimensional 'Mercedes Benz' (MB) or BN2D water model (Naim, 1971) is implemented in Molecular Dynamics. It is known that the MB model can capture abnormal properties of real water (high heat capacity, minima of pressure and isothermal compressibility, negative thermal expansion coefficient) (Silverstein et al., 1998). In this work formulas for calculating the thermodynamic, structural and dynamic properties in microcanonical (NVE) and isothermal-isobaric (NPT) ensembles for the model from Molecular Dynamics simulation are derived and verified against known Monte Carlo results. The convergence of the thermodynamic properties and the system's numerical stability are investigated. The results qualitatively reproduce the peculiarities of real water making the model a visually convenient tool that also requires less computational resources, thus allowing simulations of large (hydrodynamic scale) molecular systems. We provide the open source code written in C/C++ for the BN2D water model implementation using Molecular Dynamics.

Multiscale molecular dynamics/hydrodynamics implementation of two dimensional “Mercedes Benz” water model

A multiscale Molecular Dynamics/Hydrodynamics implementation of the 2D Mercedes Benz (MB or BN2D) [1] water model is developed and investigated. The concept and the governing equations of multiscale coupling together with the results of the two-way coupling implementation are reported. The sensitivity of the multiscale model for obtaining macroscopic and microscopic parameters of the system, such as macroscopic density and velocity fluctuations, radial distribution and velocity autocorrelation functions of MB particles, is evaluated. Critical issues for extending the current model to large systems are discussed.

Neo-Dandy

Neo-Dandy was a practice-led research project that explored histories of a quintessential men’s and womenswear garment from across the ages — the formal white dress shirt. The aim was to generate a body of radically new mens’ shirts that, whilst incorporating characteristics normally associated with womenswear, would remain acceptable to male wearers. A detailed study identified a broad spectrum of historical design approaches, ranging from the orthodox man’s shirt to the many variations of the women’s blouse. Within this spectrum a threshold was discovered where the men’s shirt morphed into the woman’s blouse — a ‘design moment’ that appeared to typify the dandy figure (a fashion character who subversively confronts dress norms of their day). The research analysed thousands of archive catwalk images from leading contemporary menswear designers, and of these, only a small number tampered appreciably with the men’s white dress shirt — suggesting a new realm of possibility for fashion design innovation. This led to the creation of a new body of work labelled ‘Neo-Dandy’. Sixty ‘concept shirts’ were produced, with differing styles and varying degrees of detailing, that fitted the brief of being acceptable to male wearers, eminently ‘wearable’ and on a threshold position between menswear and womenswear. These designs were each tested, documented, and assessed in their capacity to evolve the Neo-Dandy aesthetic. Based on these outcomes, a list of key design principles for achieving this aesthetic was identified to assist designers in further evolving this style. The creative work achieved substantial public acclaim with the ‘Neo Dandy Collection’ winning a prestigious Design Institute of Australia Award (Lifestyle category) and being one of four finalists in the prestigious overall field for design excellence. It was subsequently curated into three major Brisbane exhibitions — the ARC Biennial, at Artisan Gallery and the industry leader, the Mercedes Benz Fashion Festival. The collection was also exhibited at the Queensland Art Gallery.

Neo-Dandy

Neo-Dandy was a practice-led research project that explored histories of a quintessential men’s and womenswear garment from across the ages — the formal white dress shirt. The aim was to generate a body of radically new mens’ shirts that incorporated characteristics normally associated with womenswear, whist remaining acceptable to male wearers. A detailed study identified a broad spectrum of historical design approaches, ranging from the orthodox man’s shirt to the many variations of the women’s blouse. Within this spectrum a threshold was discovered where the men’s shirt morphed into the woman’s blouse — a ‘design moment’ that appeared to typify the dandy figure (a fashion character who subversively confronts dress norms of their day). The research analysed thousands of archive catwalk images from leading contemporary menswear designers, and of these, only a small number tampered appreciably with the men’s white dress shirt — suggesting a new realm of possibility for fashion design innovation. This led to the creation of a new body of work labelled ‘Neo-Dandy’. Sixty ‘concept shirts’ were produced, with differing styles and varying degrees of detailing, that fitted the brief of being acceptable to male wearers, eminently ‘wearable’ and on a threshold position between menswear and womenswear. These designs were each tested, documented, and assessed in their capacity to evolve the Neo-Dandy aesthetic. Based on these outcomes, a list of key design principles for achieving this aesthetic was identified to assist designers in further evolving this style. The creative work achieved substantial public acclaim with the ‘Neo Dandy Collection’ winning a prestigious Design Institute of Australia Award (Lifestyle category) and being one of four finalists in the prestigious overall field for design excellence. It was subsequently curated into three major Brisbane exhibitions — the ARC Biennial, at Artisan Gallery and the industry leader, the Mercedes Benz Fashion Festival. The collection was also exhibited at the Queensland Art Gallery.

Solid-solid collapse transition in a two dimensional model molecular system

Solid-solid collapse transition in open framework structures is ubiquitous in nature. The real difficulty in understanding detailed microscopic aspects of such transitions in molecular systems arises from the interplay between different energy and length scales involved in molecular systems, often mediated through a solvent. In this work we employ Monte-Carlo simulation to study the collapse transition in a model molecular system interacting via both isotropic as well as anisotropic interactions having different length and energy scales. The model we use is known as Mercedes-Benz (MB), which, for a specific set of parameters, sustains two solid phases: honeycomb and oblique. In order to study the temperature induced collapse transition, we start with a metastable honeycomb solid and induce transition by increasing temperature. High density oblique solid so formed has two characteristic length scales corresponding to isotropic and anisotropic parts of interaction potential. Contrary to the common belief and classical nucleation theory, interestingly, we find linear strip-like nucleating clusters having significantly different order and average coordination number than the bulk stable phase. In the early stage of growth, the cluster grows as a linear strip, followed by branched and ring-like strips. The geometry of growing cluster is a consequence of the delicate balance between two types of interactions, which enables the dominance of stabilizing energy over destabilizing surface energy. The nucleus of stable oblique phase is wetted by intermediate order particles, which minimizes the surface free energy. In the case of pressure induced transition at low temperature the collapsed state is a disordered solid. The disordered solid phase has diverse local quasi-stable structures along with oblique-solid like domains. (C) 2013 AIP Publishing LLC.