Submitted by Luciano Henrique Trindade (luciano.trindade@gvmail.br) on 2013-06-27T15:56:32Z No. of bitstreams: 1 Dissertação - Luciano - Banca.pdf: 623367 bytes, checksum: 170b97cfbcf7ea45dc9b6c4e7127e01d (MD5) / Rejected by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br), reason: Luciano, O ano da página 2 ficou à direita. Att. Suzi on 2013-06-28T12:22:07Z (GMT) / Submitted by Luciano Henrique Trindade (luciano.trindade@gvmail.br) on 2013-06-28T16:59:28Z No. of bitstreams: 1 1.pdf: 702042 bytes, checksum: 8ea934ec9b570e9e4787799bf77070e6 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2013-06-28T17:26:55Z (GMT) No. of bitstreams: 1 1.pdf: 702042 bytes, checksum: 8ea934ec9b570e9e4787799bf77070e6 (MD5) / Made available in DSpace on 2013-06-28T17:28:48Z (GMT). No. of bitstreams: 1 1.pdf: 702042 bytes, checksum: 8ea934ec9b570e9e4787799bf77070e6 (MD5) Previous issue date: 2013-06-26 / O estudo do jovem, sobretudo no contexto nacional, é relevante em face de constituírem mais de 52 milhões de indivíduos, em torno de 31% da população brasileira. No campo da Administração, ainda, são poucas as pesquisas sobre este grupo tão representativo, tanto no meio acadêmico quanto empresarial. A literatura, sobretudo de autores estrangeiros, segmentou os trabalhadores de forma etária e lhes atribuiu características relativamente homogêneas: as “gerações”. A estas reflexões, buscando alinhar esta pesquisa a temas relevantes, no contexto nacional, surgiu o interesse em estudar o estrato da nova classe média. O estudo da base da pirâmide e dos estratos emergentes vem sendo valorizado, tanto no contexto global, quanto nacional. Ao estudar o jovem deste estrato emergente, é possível verificar se estamos tratando de um grupo homogêneo, como sugere a literatura, ou se há peculiaridades que diferenciam este grupo dos demais. Com este cenário em vista, temos enquanto objeto de pesquisa, explorar quais os sentidos do trabalho para o jovem da nova classe média. Através de pesquisa de campo, com coleta de dados por meio de grupos focais, os resultados trazem luz aos aspectos sobre o que dá sentido, ou não, ao trabalho para o jovem da nova classe média. Os resultados demonstram que os jovens da nova classe média têm características bastante distintas do que se vem dizendo a literatura vigente sobre a “homogênea Geração Y”, pois trata-se um jovem cujo trabalho é central em sua vida, busca carreiras tradicionais, deseja ser ouvido pelas organizações onde trabalham, não é orientado para o consumo, tem pouca afinidade com tecnologia, veem a educação como forma de mudar de vida, tem um ritmo de vida extremamente estafante e constituem uma classe trabalhadora nova e inexplorada.

Submitted by Eliene Soares da Silva (eliene.silva@fgv.br) on 2012-12-19T21:09:42Z No. of bitstreams: 1 Charleyne Biondi_FGV Thesis.pdf: 1367662 bytes, checksum: d28f77f22cfa2df9c598cf0409aae2c6 (MD5) / Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2012-12-19T21:10:32Z (GMT) No. of bitstreams: 1 Charleyne Biondi_FGV Thesis.pdf: 1367662 bytes, checksum: d28f77f22cfa2df9c598cf0409aae2c6 (MD5) / Made available in DSpace on 2012-12-20T10:40:56Z (GMT). No. of bitstreams: 1 Charleyne Biondi_FGV Thesis.pdf: 1367662 bytes, checksum: d28f77f22cfa2df9c598cf0409aae2c6 (MD5) Previous issue date: 2012-04-24 / The e-business market is one of the fastest growing markets in Brazil, with e-business sales accounting for BRL 14.8 billion in 2010 and a growth of 40% per year (+1000% over the past 7 years). Sales-event clubs and collective bargaining websites are one of the most dynamic segments of the e-business market: the number of new players is increasing rapidly, with over 1200 collective bargaining websites currently operating in Brazil. In that context, growth and differentiation seem to be two key success factors for Coquelux. According to webshopper (23rd Edition, e-bit), growth can be achieved by targeting middle and low-income consumers from class C, who represent 50% of the total e-commerce sales. But Coquelux, which is specialized in desire and luxury brands, has built its reputation and competitive advantage through its 'exclusivity', by targeting wealthier consumers from classes A and B who are attracted by its fashionable and high-end positioning. The evolution (growth?) of this market and the development of its competition naturally raise a strategic question for Coquelux’s managers: can Coquelux grow and still maintain its competitive advantage? Should it grow by expanding its consumer base to class C? If so, how? Consumers from classes A, B or C must be targeted through the same online communication channels. Recent studies from the ABEP/ABIPEME emphasized the importance of social networks as a tool for converting new clients and gaining their loyalty, regardless of their social class. However, high-income and low-income e-consumers do not have the same consumption habits, do not respond to the same type of marketing strategies, and most importantly, do not share the same values. Thus, it seems difficult to expand Coquelux’s consumer base to class C without changing its marketing strategies and altering its image Three options were identified for Coquelux: reinforcing its leadership on the luxury segment and focusing on a small niche market (1), which would threaten its survival in the long run; completely changing its strategy and competing for a mass market through commercial brands (2), which requires major financial investments that managers don’t have access to; or finding an intermediary solution (3). This thesis’ recommendation for the third option consists in focusing on premium brands (rather than luxury) in order to increase sales volume (Coquelux’s most profitable sales happened with local desire brands) with products that appeal to class B but also attract the emerging class C which is looking for brand recognition. It could thus implement a slow entry strategy towards the mass market without damaging its main competitive advantage.

Made available in DSpace on 2010-04-20T20:08:23Z (GMT). No. of bitstreams: 0 Previous issue date: 2000-04-03T00:00:00Z / This thesis has its starting point in an ethnography that we realized from decemberj94 to februaryj95 in a carpenter shop called Chácara Cogumelo, through the participatory research method. From the reality we have experienced (breathed), we have identified the domination· entailments of this shop floor directly connected to the father/son situation, that drove us to remit to the wider phenomenon of organizational power in Brazil. It analysis the social division process, of unequal social conditions and the exclusion process that we observe and we argue it dwells: in the separation of the intellectual and manual knowledge that is intrinsic to management practices in our system, in a wider sense; in the peculiar colonization process through the action represented by the figure of the slavery explorer, in the national context. It stands out the violence, the resistance and the conflicts that exists in the relations managers/subordinates, settlers/slavers through the interpretation of material and symbolic conditions that sustains these dialectics. From this base, it propose an analogy among the figures represented by the manager and the settler, through the paternal image. / Elaborada a partir de uma etnografia realizada entre dezembro/95 e fevereiro/96 em uma oficina de marcenaria (a Chácara Cogumelo), através do método da Pesquisa Participante. A partir da realidade vivenciada nessa pesquisa, e da identificação dos vínculos de dominação nessa oficina que remetem a situação pai/filho, procura-se analisar o fenômeno mais amplo do poder organizacional no Brasil. Analisa o processo de divisão social, da desigualdade e da exclusão, argumentando que o mesmo reside: na separação dos saberes intelectuais/manuais das práticas administrativas, de forma geral; e no processo da formação nacional, através da figura do explorador escravocrata, no caso brasileiro. Ressalta a violência, a resistência e os conflitos existentes nas relações gestores/subordinados e colonizadores/escravos, através de uma leitura das condições materiais e simbólicas que sustentam essas dicotomias. A partir disso propõe uma analogia entre as figuras do gestor e do colonizador, através da imagem paterna.