Thesis advisor: Ted I. K. Youn / Independent professional schools were a significant part of higher education in the United States until the rise of universities at the beginning of the 20th century. In the 21st century, the overwhelming majority of professional schools are indeed affiliated with universities; however there are a growing number of professional schools in variety of fields that are independent. The institutional perspective from organizational theory suggests these schools, like all organizations, must be creating and maintaining legitimacy in order to survive. This multiple case study explores how independent professional schools of acupuncture and Oriental medicine (AOM) demonstrate legitimacy over time. Analysis was focused on temporal patterns, correlations, and interdependencies between and/or among particular legitimizing activities within institutions, and global patterns of legitimizing activities across different institutions. Data were analyzed with specific reference to the possibility that there are multiple alternative paths to legitimacy outside of isomorphism with educational myths and structures. Findings included identification of higher education, health care, context, the profession, and business as the five arenas in which AOM schools signal their legitimacy, as well as general patterns of signaling to these arenas across all institutions over the past twenty years. Signals in each arena ebb and flow between relatively narrow limits, and it is not possible for schools to increase their signals in all areas simultaneously. Over time, the business and academic signals are generally increasing, contextual and professional signals decreasing, and health care remains fairly stable. This research marks an initial effort bring scholarly awareness both to schools of acupuncture and Oriental medicine to independent professional schools as a group. It offers support for the idea that there are multiple avenues for demonstrating legitimacy, and suggests a model for the arenas in which legitimacy operates for independent professional schools. In addition, this research articulated the concept of multi-liminality as both a characteristic of independent professional schools and an important feature for future research. / Thesis (PhD) — Boston College, 2012. / Submitted to: Boston College. Lynch School of Education. / Discipline: Educational Leadership and Higher Education.

Made available in DSpace on 2016-04-26T20:30:11Z (GMT). No. of bitstreams: 1 Winston Neil Bezerra de Alencar.pdf: 538298 bytes, checksum: 98ab838054fff93f16454708f6897bbb (MD5) Previous issue date: 2010-05-25 / This paper aims to analyze the relationship between the consumption of the consumer and professional independent self-limiting to the expectation generated by the consumer on the information provided by an independent professional. The controversial theme, seeks to examine the legal aspects of information and the corresponding expectation created. On one hand, the consumer, by consulting an independent professional, takes with him the need to use the service and the implicit expectation of favorable outcome of the result. On the other hand, the independent professional, according to information provided by the consumer must have a diagnosis made and the consultation to be as accurate as possible and realistic, and instructive in alerting consumers about the risks and difficulties to be faced during the implementation of the service if it were to be hired. The independent professional must also provide the consumer with an understanding of the limits of its performance, as this may be restricted only obligation of means and in this case make clear that there is no guarantee the result. To carry out the work referred to doctrine, judicial decisions, legal texts, and materials published on the Internet. It is concluded that the information between the consumer and independent professional is a two-way street, where the diagnosis to be made to reflect the appropriate solution to the facts stated by the consumer, who, in turn, looks forward a positive result on the need and the expectation implicit in the desire to see solved the object of the contract between the parties / O presente trabalho tem como objetivo fazer uma análise da relação de consumo entre o consumidor e o profissional liberal, limitando-se à expectativa gerada no consumidor diante das informações prestadas pelo profissional liberal. O tema, controverso, procura analisar os aspectos jurídicos da informação e a correspondente expectativa criada. De um lado, o consumidor que, ao consultar um profissional liberal, leva com ele a necessidade de utilização do serviço e a expectativa implícita de resolução favorável do seu resultado. Do outro, o profissional liberal que, de acordo com as informações prestadas pelo consumidor, deve apresentar um diagnóstico à consulta formulada e que deve ser o mais preciso possível e realista, além de esclarecedor no sentido de alertar o consumidor quanto aos riscos e as dificuldades a serem enfrentadas durante a execução do serviço caso venha a ser contratado. O profissional liberal também deve possibilitar ao consumidor a compreensão quanto aos limites de sua atuação, uma vez que esta pode cingir-se apenas a obrigação de meio e, neste caso, deixar bem claro que não há como garantir o resultado. Para a realização do trabalho consultou-se doutrina, decisões judiciais, textos de lei, além de matérias publicadas na internet. Ao final, conclui-se que a informação entre o consumidor e o profissional liberal é uma via de mão dupla, onde o diagnóstico a ser apresentado deve refletir a solução adequada aos fatos expostos pelo consumidor que, por sua vez, anseia um resultado positivo diante da necessidade e da expectativa implícita na vontade de ver solucionada o objeto do contrato entre as partes

Made available in DSpace on 2016-04-25T16:44:36Z (GMT). No. of bitstreams: 1 Ligia Cristina Nishioka.pdf: 631501 bytes, checksum: c360337e50d317fc7e5b336fab093630 (MD5) Previous issue date: 2013-10-18 / As attitudes and experiences facilitate the purchasing decision process and consumer, brands also assume a very important role for the consumer to decide between the many options available, both for goods and for services. It happens that, in recent years, it has been noticed that brands concept go beyond products and services. Individuals and organizations can also be viewed as a brand. Anyone who is trying to build his career may consider creating your own brand. As manufacturing companies or service providers, the independent professionals also seek to excel in the market and differentiate themselves from other competitors. Therefore, the professional, in order to manage and consolidate his name in the field of work could get efficient results using the same tools used by companies. Accordingly, this paper aims to determine whether physicians, as an independent professionals example, adopt the brand identity tools to his name in order to design professionally. We opted for a qualitative approach with one single case study for physicians profession, in order to understand how these professionals think and act on the matter. From the results, it is concluded that medical professionals do not adopt the brand identity tools to his name to design professionally, and signaled a high degree of resistance to such use / Assim como atitudes e experiências facilitam o processo decisório de compra e consumo, as marcas também assumem uma função muito importante para que o consumidor possa decidir entre as múltiplas opções existentes, tanto para bens quanto para serviços. Ocorre que, nos últimos anos, tem-se notado que as marcas vão além de produtos e serviços. Pessoas e organizações também podem ser vistas como marcas. Qualquer pessoa que esteja tentando construir sua carreira pode pensar em criar sua própria marca. A exemplo de empresas produtoras ou prestadoras de serviços, os profissionais liberais também buscam se destacar no mercado e se diferenciar dos demais competidores. Portanto, o referido profissional, visando gerir e consolidar o seu nome no campo de trabalho, poderia obter resultados eficientes utilizando as mesmas ferramentas adotadas por empresas. Nesse sentido, o presente estudo tem como objetivo verificar se os médicos, como exemplo de um dos profissionais liberais, adotam as ferramentas de definição de identidade de marca ao seu nome visando projetar-se profissionalmente. Optou-se por um uma abordagem metodológica qualitativa com estudo de caso único cujo objeto é a categoria médica, com a finalidade de compreender como esses profissionais pensam e agem sobre o assunto. A partir dos resultados, conclui-se que profissionais médicos não adotam as ferramentas de definição de identidade de marca ao seu nome para projetar-se profissionalmente, bem como sinalizaram um alto grau de resistência para essa utilização