Este trabalho pretende, sob a ótica das mais recentes descobertas no campo da identidade das nações, estudar como os conceitos de estereótipo e de reputação são observados e aplicados à realidade dos países, além de avaliar o papel que algumas organizações internacionais desempenham no processo cognitivo de construção do entendimento sobre regiões distantes e, por vezes, pouco conhecidas das pessoas. Para atingir este intento, o experimento realizado adota, como método, o instrumento de mensuração da imagem de países criado por Passow, Fehlmann e Grahlow. Às descobertas destes autores, foram introduzidas algumas modificações para possibilitar a inclusão de uma âncora. Objetiva-se conhecer a imagem desfrutada pelo Uruguai sob o ponto de vista de cidadãos franceses e a imagem desfrutada pela Letônia sob o ponto de vista de cidadãos brasileiros, bem como verificar se suas percepções sobre tais nações podem ser alteradas pela influência das âncoras Mercosul e União Européia. As análises do teste empírico dividem-se em três partes. As duas primeiras versam sobre a comparação, para um mesmo país, dos grupos que responderam o formulário com e sem a âncora, o que se viabiliza por meio de testes de igualdade de média e de variância e pela análise da participação porcentual de cada nota para o conjunto que compõe o retrato final desenhado pelos participantes da pesquisa. Por fim, é feito um cotejo entre o Uruguai e a Letônia, a fim de conhecer qual das nações goza de uma melhor imagem junto aos entrevistados nas dimensões: física, ambiente para negócios, econômica, liderança, cultural, social e emocional. O gerenciamento da imagem de um país, enfatizando seus aspectos positivos e amenizando os efeitos de pontos negativos, passa necessariamente pela sua detecção e entendimento, podendo lhe gerar como benefício uma melhora na qualidade dos relacionamentos com o resto do globo. / The scope of this paper is to study, from the perspective of the latest studies on national identity, how the concepts of stereotype and reputation are taken into account and applied to the countries reality, further assessing the role played by some international organizations in the cognitive process of acquiring knowledge of remote regions which may also be, occasionally, poorly known by the people. In order to attain this aim, the method adopted by the conducted experiment is the instrument for measuring countries image, developed by Passow, Fehlmann e Grahlow. Some modifications were introduced to these authors discoveries so that an anchor could be included. The purpose is to learn of Uruguays image from the point of view of French citizens and of Latvias image from the point of view of Brazilian citizens, as well as examine if their perception of such nations can be altered by the influence of Mercosur and European Union anchors. The analyses of the empirical test are divided in three parts: The first two deal with the comparison, for the same country, between the groups that responded to the form with and without the anchor, which is made feasible by means of mean and variance equality tests and by analyzing the percentage of relevance of each grade for the set which establishes the final panel drawn by the participants of this research. Finally, a comparison between Uruguay and Latvia is made by way of knowing which nation enjoys a better image in the respondents point of view in terms of: physical characteristics, environment for business, leadership, and economic, cultural, social and emotional aspects. Managing a countrys image, by emphasizing its positive features and mitigating the effects of negative subjects, is strictly related to the detection and understanding of such matters, what can bring as benefit the improvement of the nations relationships worldwide.

O presente estudo tem como objetivo analisar os efeitos do uso da marca pelo titular ou por terceiros sob a ótica da integridade. O uso da marca traz consequências negativas ao próprio signo no que tange à sua integridade material, causando o desgaste da sua distinção entre marcas de concorrentes, o que faz diminuir a distância distintiva entre os sinais de uma mesma atividade econômica ou afins. Além disso, o uso da marca também pode causar a perda completa de sua unicidade, corpo distintivo da marca, chegando, às vezes, à vulgarização da mesma, tornando-se res communis omnium. Do outro lado, a integridade material da marca pode passar por processos positivos que fortalecem o seu corpo distintivo. O uso da marca com sucesso faz aumentar sua fama perante o mercado e consumidores, diferenciando-a das demais e sendo alçada ao posto de marca famosa. A fama através do uso impulsiona marcas ordinárias ao status de marcas notoriamente conhecidas ou marcas de alto renome. Ambas representam degraus superiores de integridade material em relação às marcas que são ordinariamente protegidas dentro de suas atividades comerciais. Além disso, apesar do direito de uso exclusivo oferecido às marcas registradas, tal direito não é absoluto. Ou seja, mesmo ocorrendo usos desautorizados de marcas de terceiros que ocasionem alterações na integridade material das mesmas, há usos considerados permitidos pela legislação e jurisprudência. Dessa forma, pretende-se demonstrar que o uso da marca é o fio condutor desses fenômenos. / This paper aims to analyze the effects of the use of the trademark by the owner or by third parties from the perspective of the integrity. The use of the trademark brings negative consequences to the sign itself with respect to its material integrity, causing lack of its distinctiveness among competing marks, which slims the distinctive distance between the signs of the same or related economic field. Furthermore, the use of the trademark can also cause the complete loss of its uniqueness, distinctive body of the mark, reaching sometimes the vulgarization of the same, becoming res communis omnium. On the other hand, the material integrity of the mark can undergo positive processes that enhance its distinctive body. The successful use of the mark increases its fame before the market and consumers, differentiating it from others and being raised to a level of a famous mark. The fame through use elevates the ordinary marks to the status of well-known marks or trademarks of high repute. Both represent upper rungs of material integrity towards marks that are ordinarily protected within their fields of activities. Moreover, despite the right of exclusive use offered to registered marks, such right is not absolute. That is, even occurring unauthorized uses of trademarks by third parties which cause changes in the material integrity of the same, there are uses considered permitted by law and jurisprudence. Thus, this paper intends to demonstrate that the use of the mark is the common thread of these phenomena.

Empresas em cadeias de suprimentos têm como objetivo maximizar suas produtividades, e consequentemente seus lucros. Uma maneira de estudar o comportamento destas cadeias é simulá-las utilizando uma abordagem multi-agentes. Neste trabalho, adicionamos múltiplos agentes nos níveis de um modelo amplamente adotado na literatura, denominado Beer Game, para avaliar a eficiência local e global dos fornecedores. Para tal, utilizamos perfis distintos baseados em confiança ou em preço. Medimos o impacto de usar tais políticas de seleção no capital acumulado pelos agentes, e concluímos que as parcerias baseadas em confiança são recomendáveis em cenários com ampla disseminação de informações verdadeiras, enquanto que as baseadas em lucro são mais vantajosas em cenários marcados por pouca comunicação ou pelo espalhamento de informações falsas. / Companies in supply chains have the objective of maximizing their productivities, and consequently their profits. A way of to study the behavior of these chains is to simulate them using a multi-agent-based approach. In this work, we added multiple agents at the levels of a widely adopted model in the literature, called Beer Game, to evaluate the local and global performance of suppliers. To do this, we use distinct profiles based on trust or price. We measure the impact of using such selection policies on the agents\' profit, and we could conclude that trust-based partnerships are recommended in scenarios with wide dissemination of true information, while profit-based partnerships are most advantageous in scenarios marked by poor communication or spreading false information.

Bien que la réputation en ligne ait attiré une attention particulière parmi les praticiens en marketing, la recherche dans ce domaine est encore limitée. Dans ce travail doctoral, les auteurs examinent les antécédents et les conséquences de l’e-réputation du point de vue client. Une approche selon un modèle d’équations structurelles est utilisée pour tester le modèle basé sur les données d’une enquête auprès de 1097 acheteurs en ligne français. Les résultats montrent l’impact de la confiance, l’héritage et la qualité du site sur l’e-réputation, ainsi que la façon dont l’e-réputation affecte l’engagement du client, le bouche à oreille, le risque perçu et la valeur perçue. Plusieurs implications managériales et théoriques sont ensuite discutées. / Although online reputation has attracted significant attention among marketing practitioners, research in this area is still limited. In this research dissertation, the authors examine the antecedents and consequences of online reputation from the customer’s perspective. A structural equation modeling approach is used to test the model based on data from a survey of 1097 French online buyers. The results show the impact of trust, heritage, and website quality on online reputation, as well as how online reputation affects customer commitment, word of mouth, perceived risk, and perceived value. Several implications either in terms of conceptual or managerial insights are then discussed.

Cette thèse cherche à étudier les liens existants entre les contrats formels et les comportements coopératifs. Les contrats formels étant censés faciliter la collaboration et éviter des incompréhensions coûteuses entre les parties, nous nous intéressons dans un premier temps à la manière dont le contrat formel impacte sur la capacité des parties à coopérer. Nous analysons ensuite, dans un même ordre d’idée, la coopération à travers le prisme des renégociations contractuelles. L’objectif est alors d’étudier la façon dont les contrats s’adaptent à un environnement changeant à travers le temps. Enfin, l’étude se porte sur l’impact de l’existence de rapports informels, considérés par la littérature antérieure comme, de manière alternative, substitut ou complément aux contrats formels. Plus précisément, nous étudions comment l’existence de mécanismes relationnels influe sur les choix contractuels. Ainsi, l’objectif est d’améliorer la compréhension du rôle joué par les contrats formels et la coopération informelle dans les relations et d’enrichir la théorie sur les déterminants de l’incomplétude contractuelle. Nos résultats suggèrent que le rôle du contrat formel dans les relations dépend fortement du contexte et de l’identité des parties concernées. Nos résultats permettent également d’identifier la capacité des parties à soutenir un accord relationnel comme une nouvelle source endogène d’incomplétude contractuelle. Enfin, nous obtenons également que les adaptations contractuelles, par le biais des renégociations, ne sont pas nécessairement nocives pour les parties. Au final, nous pensons que cette thèse contribue à la littérature sur le débat entre complémentarité et / ou substituabilité des modes de gouvernance formels et informels ainsi qu’à la littérature sur le lien entre contrat relationnel et l’incomplétude contractuelle endogène. Par conséquent, l’implication majeure de ce travail de thèse est illustrée par la nécessité pour les parties de réfléchir attentivement au contrat initial et aux efforts consentis pour sa rédaction. En premier lieu car le contrat formel impacte sur leur capacité à coopérer ex post et, en second lieu, car le contrat formel peut se révéler être trop complet par rapport au niveau de complétude optimal. / This Ph.D. dissertation seeks to investigate the existing links between cooperative behavior and formal contracts. First, because formal agreements are supposed to facilitate smooth collaboration and avoid costly misunderstandings, we are interested in how formal contracts impact on the ability of parties to cooperate. Following the same intuition, we also analyze cooperation through the lens of renegotiations in order to investigate how contracts adapt themselves through time in a changing environment. Second, we also study the impact of the existence of informal dealings, alternatively considered in previous literature as substitute or complement to formal contracting. More precisely, we aim to investigate how the existence of relational mechanisms may impact on contractual choices. Our goal is thus to improve the understandings of the role played by formal contract and informal cooperation in relationships and to enrich the theory of the determinants of incomplete contract. Our results suggest that the role of formal contract in relationships strongly depends on the context and the identity of parties. Our results also identify the ability of the parties to sustain a relational agreement as a new source of endogenous contractual incompleteness. Finally, we also find that adaptations through contractual renegotiations are not necessarily harmful for the contracting parties. We believe that this Ph.D. dissertation contributes to the literature on the debate of complementarity and/or the substitutability of formal and informal governance and to the literature on the link between relational contract and endogenous contractual completeness. In the end, the overall implication is the necessity for parties to carefully think about the initial contract they draft. Because it has an impact on their ability to cooperate ex post and also because contracts can be over-complete compared to the efficient (i.e. socially optimal) level of completeness.

Despite the fact that reputation is a feature of Plato’s work and context, scholars have scarcely addressed the place of reputation in Plato’s thought. Herein I ask: ‘what is reputation (doxa) for Plato?’ and provide an answer by turning to the political orders (politeiai) described in the Republic, Laws, and Menexenus. In Chapter 1 I demonstrate the horizontal relationships of mutual dependence between rulers and ruled in the politeia of the Republic. It is in the epistemic configuration of the ruled where the economy of reputation is sourced and distributed. I argue that, first, the text explicitly engages with and seeks to correct the common opinions about justice and its relationship to political power and, second, that the philosopher must care about how philosophy appears to the city at large. I end with a consideration of how the Republic attempts to rehabilitate the reputation of philosophy. The images of the cave, the ship, and the bride show how and why philosophy’s bad reputation is contingent rather than necessary. In Chapter 2 I establish the role of reputation in the circumstances described and enacted in the founding of Magnesia, the politeia of the Laws. Through its exhortation to the incoming Dorian colonists to pursue a reputation for virtue, the law code exercises normative force over the disposition of human nature to excessive self-love and also transforms the colonists into Magnesian citizens. The legislator, voiced by the Athenian Stranger who is the principal interlocutor in the dialogue, urges each individual to appear as they are, and reinvents the undesirable features of Dorian constitutions. If this politeia is to come about, its founder and interlocutor in the dialogue, Cleinias the Cnossian, must become a Magnesian; the Athenian must succeed in exhorting the ambivalent Cleinias to seek a good reputation among the future Magnesians. In Chapter 3 I turn to how Magnesia is maintained. This politeia suffers from, and has to cope with, the pathologies of agonism. It does so via the operation of the social mechanisms of praise and blame that the law code sets forth and the citizens act out. The institutional practices such as the daily athletic contests encourage Magnesians to become similar in judgment and, therefore, to correctly distribute political honors and offices. I go on to argue that the city’s foreign policy aims at peace and at deterring aggressors. Such a policy is conducive to a more stable interpolis environment, which, in turn, maintains Magnesia. In Chapter 4 I argue that the vision of the politeia found in the Menexenus is best understood as an intergenerational multitude. Reputation is key to reconstituting order in these intergenerational relationships. In a dialogue that contains a funeral oration written by Aspasia and delivered by Socrates to the young Menexenus, reputation is a defining characteristic of the politeia with the multitude being the source of reputational judgments. Reputation also operates remedially at a critical juncture in the life of the city. I show the explanatory power of these claims by considering Aspasia’s role in the dialogue. I propose the Socrates-Aspasia fusion, a device that is symbolic of the correct understanding of what constitutes a good reputation in a politeia: men and women, citizens and non-citizens, locals and foreigners. As a device, the fusion functions to block a reputation from accruing to the orator. This brings into focus the dialogue’s explicit argumentative target: the Athenian orator-general Pericles. According to Plato, reputation is a permanent source of instability for politeiai; yet, not only can this disruption be mitigated, but reputation also acts as a boon to political affairs. Reputation is a liminal space between the subjective and objective and as such is under the sway of the multitude. Therefore, reputation is both an explanatory and political concept. With an eye to future research, I conclude with a critical discussion of the findings of the dissertation.

Na Web 2.0 são encontrados sistemas com alto volume de interação social. Alguns desses sistemas oferecem cálculo de reputação ou alguma forma de classificação de usuários ou do conteúdo compartilhado. Contudo, em muitos casos, esse valor de reputação resultante é obtido somente a partir de dados quantitativos ou qualitativos. O objetivo deste trabalho é elaborar um modelo para o cálculo de reputação em comunidades on-line, baseando-se em dados qualitativos e quantitativos provenientes da interação dos próprios participantes da rede, a fim de potencializar a colaboração entre os membros e fornecer um meio de cálculo resistente a algumas das vulnerabilidades comuns em sistemas de reputação, como tolerância a ruídos e ataques Sybil. Para atingir esse objetivo é realizada uma adaptação do algoritmo PageRank, definida como CR (Collaborative Reputation) para obter uma ordenação dos usuários a partir de suas interações. Para avaliação, adotamos um conjunto de dados do sítio Epinions.com, com o qual foi realizada uma análise comparativa dos resultados obtidos a partir do modelo proposto com outros três algoritmos correlatos ao trabalho apresentado. Dentre as técnicas usadas na análise estão: diversidade de valores, comparação da ordenação, estudo comparativo de cenários, tolerância a ruídos e robustez contra ataques tipo Sybil. Os algoritmos usados na avaliação são: o PageRank original e o algoritmo ReCop, usados para a identificação de usuários relevantes, e o algoritmo LeaderRank usado para a identificação dos usuários com maior prestígio na rede. Os resultados indicam que o modelo proposto é mais sensível às interações dos usuários em comparação aos outros modelos usados na avaliação, mas é mais eficiente a ataques Sybil. / In the Web 2.0, there are systems with high volume of social interaction. Some of these systems offer reputation calculation or some form of classification of users or shared content,. However, in many cases, this reputation value is obtained solely from quantitative or qualitative data. The objective of this work is to develop a model for the reputation calculation in online communities, based on qualitative and quantitative data from the interaction of the participants of a social network, in order to potentiate the collaboration between users, and to provide a resistant environment for some of the vulnerabilities present in reputation systems. To achieve this goal we defined an adaptation of the PageRank algorithm, defined as CR (Collaborative Reputation), to obtain a rank of users based on their interactions in the network. For evaluation, we used a dataset from the site Epinions.com. With that database, we executed a comparative analysis of the results of the proposed algorithm and of three other algorithms related to the presented work. The procedures used in the analysis were: diversity of values, comparison of ordination, comparative study of scenarios, noise tolerance and robustness against Sybil attacks. The algorithms used in the comparison were: the original PageRank algorithm and ReCop, used to identify relevant users, and the algorithm LeaderRank, which is used for identification of the most prestigious users in the network. The results showed that the proposed model is more sensitive to the interactions of users, but its performance on Sybil attacks is better than the others.

Empresas em cadeias de suprimentos têm como objetivo maximizar suas produtividades, e consequentemente seus lucros. Uma maneira de estudar o comportamento destas cadeias é simulá-las utilizando uma abordagem multi-agentes. Neste trabalho, adicionamos múltiplos agentes nos níveis de um modelo amplamente adotado na literatura, denominado Beer Game, para avaliar a eficiência local e global dos fornecedores. Para tal, utilizamos perfis distintos baseados em confiança ou em preço. Medimos o impacto de usar tais políticas de seleção no capital acumulado pelos agentes, e concluímos que as parcerias baseadas em confiança são recomendáveis em cenários com ampla disseminação de informações verdadeiras, enquanto que as baseadas em lucro são mais vantajosas em cenários marcados por pouca comunicação ou pelo espalhamento de informações falsas. / Companies in supply chains have the objective of maximizing their productivities, and consequently their profits. A way of to study the behavior of these chains is to simulate them using a multi-agent-based approach. In this work, we added multiple agents at the levels of a widely adopted model in the literature, called Beer Game, to evaluate the local and global performance of suppliers. To do this, we use distinct profiles based on trust or price. We measure the impact of using such selection policies on the agents\' profit, and we could conclude that trust-based partnerships are recommended in scenarios with wide dissemination of true information, while profit-based partnerships are most advantageous in scenarios marked by poor communication or spreading false information.

Esta dissertação tem como objetivo conhecer as estratégias de relacionamento com a imprensa de organizações reconhecidas por sua boa reputação corporativa e seus impactos nesse ativo. A imprensa foi o público escolhido para a análise por ser comum a todas as organizações e devido ao seu poder de influência sobre os públicos, que ainda continua bastante expressivo, mesmo em um cenário de internet móvel e mídias sociais. Para responder a pergunta central foi desenvolvida uma pesquisa qualitativa para tentar compreender a relação entre os relacionamentos organizacionais e a reputação corporativa. Como recorte dessa análise, serão avaliadas cinco organizações de reputação destacada no Brasil, conforme o Reputation Institute: Nestlé, Johnson & Johnson, Mercedes-Benz, Petrobras e O Boticário. O objetivo é entender se o relacionamento com a imprensa colabora no fortalecimento da reputação positiva e, se sim, verificar quais são as estratégias de comunicação utilizadas pelas referidas empresas. Todas as organizações estudadas mostraram um alto grau de qualidade no relacionamento com a imprensa, mas o principal resultado encontrado foi que o contato pessoal é a melhor forma de criar vínculos de confiança com esse público, o que fortalece a qualidade do relacionamento e o potencial de impactar positivamente a reputação corporativa. / This dissertation aims to understand the strategies orienting press relations in organizations that are recognized for their good corporate reputation and their impacts on this asset. The press was chosen for analysis because it is common to all organizations and due to its significant influence over other publics, even in a scenario of mobile web and social media. To answer the central question, this study is grounded by qualitative research in an attempt to understand the relationship between organizational relationships and corporate reputation. In this analysis, five organizations with outstanding reputation in Brazil, according to Reputation Institute, will be assessed: Nestlé, Johnson & Johnson, Mercedes-Benz, Petrobras and O Boticário. The goal is to understand whether press relations contribute to strengthen positive reputation and, if so, identify the communication strategies used by these companies. All organizations studied showed a high degree of quality in the relationship with the press, but the main finding is that personal contact is the best way to create bonds of trust with this audience, which strengthens the quality of the relationship and the potential to impact positive corporate reputation.

Esta dissertação busca o entendimento da correlação entre o trabalho estratégico de relações públicas nos processos de fusões de grandes organizações e o sucesso destes processos. Por meio de estudo de casos múltiplos a partir de evidências de duas fontes, entrevistas e análise de documentação, estuda o impacto da comunicação como estratégia na reconstrução do relacionamento de três organizações - BRF, Itaú Unibanco e LATAM - com seus públicos de interesse e identifica a correlação entre os processos comunicacionais analisados e a construção de novas identidades e culturas organizacionais. A pesquisa avaliou os históricos das organizações oriundas, seus princípios organizacionais, as razões para as fusões, os planos de comunicação institucional e interna específicos, os relacionamentos com stakeholders pré e pós-fusões, integração das áreas de comunicação/relações públicas e atual organograma das áreas. Como resultados, foi detectada forte presença dos fundadores e seus descendentes nos modelos e valores estabelecidos, que tendem a ser reforçados ou anulados conforme seus novos interesses. Apesar disso, suas histórias e estilos de lideranças mais diferem entre si do que se parecem. A análise dos princípios organizacionais aponta desarmonia entre o discurso de equilíbrio de iguais com a prática de predomínio de um dos lados, esquecimento do passado ou perpetuação das companhias fusionadas. A comunicação instrumental se faz presente, principalmente nos inícios dos processos combinatórios e tende a se tornar estratégica conforme concentra esforços para o entendimento e aceitação da alta liderança sobre novos padrões e diretrizes e como fomentadora de uma relação transparente, diversa e equilibrada destas lideranças com suas equipes e da organização com todas as pessoas envolvidas com a organização. Neste patamar, as relações públicas atuam como agente de transformação e são fundamentais para a criação da nova cultura, alinhada às estratégias do negócio, e para a reconstituição dos relacionamentos com os públicos de interesse, por meio de uma comunicação dialógica e estratégica. / This paper seeks to understand the correlation between strategic public relations in mergers of large organizations and the success of these processes. Through multiple case study evidence from two sources: interviews and documentation analysis, studies the impact of communication as a strategy in the relationship reconstruction of three organizations - BRF, Itaú Unibanco and LATAM - with theirs stakeholders and identifies the correlation between communication processes analyzed and the construction of new identities and organizational cultures. The research evaluated the historical derived organizations, their organizational principles, the reasons for the mergers, the corporate and internal communication plans, relationships with stakeholders pre and post-mergers, integration of the areas of communication / public relations and current organization chart of these areas. As a result, it was detected a strong presence of the founders and their descendants in the models and established values, which tend to be reinforced or canceled as their new interests. Nevertheless, their stories and leadership styles differ more than look like. Analysis of organizational principles points disharmony between the equal balance speech to the practice of predominance of one side, past forgotten or perpetuation of the merged companies. Instrumental communication is present, especially in the early combinatorial processes and tends to become strategic when concentrate efforts so that the senior leadership understand and accept the new standards and guidelines and as a sponsor of a transparent diverse and balanced relationship of these leaders with their teams and between the organization and all the people involved with the organization. At this level, public relations act as an agent of transformation and are fundamental to the creation of new culture, aligned to business strategies, and the reconstruction of relationships with stakeholders, through a dialogical and strategic communication.