Made available in DSpace on 2016-12-23T13:44:52Z (GMT). No. of bitstreams: 1 Almir da Cruz Sousa.pdf: 1291947 bytes, checksum: 141e1cfeea51c94a3c781ce80cab1e3b (MD5) Previous issue date: 2010-06-30 / This dissertation aims to analyze the factors motivating the entrance, reputation and maintaining factors of the internal relationships of some members of a network of retailers in the state of Espirito Santo. For the theoretical base makes up a review of the literature on networks and interorganizational relationships, focusing primarily on the following motivating factors of interorganizational relationships: necessity, asymmetry, efficiency, reciprocity, stability, legitimacy and flexibility, demonstrating further the role of reputation in the entry process of an organization in a relationship. It is also a literature review regarding some of the factors sustaining interorganizational relationships, focusing on more relevant to the horizontal relationships: trust, reputation and information exchange. To perform the empirical research was carried out studies of multiple cases involving five organizations associated with the aforementioned network. There were five semi-structured interviews with the owners of these organizations, these were transcribed and then the data were treated by means of content analysis and organized around themes. Empirical research shows that only a few motivating factors are present in the entry companies surveyed at the time of entry into the network: efficiency, stability and legitimacy, however with the development of reciprocal relationships factor also appears. It also shows that reputation has an important role in the selection of partner relationships. As for the maintaining factors of the relationships shown in the literature (trust, reputation and information exchange), the research points that are relevant to define the directions of the interorganizational relationships within the network, however the presence of these factors is not due solely to membership organizations that network, since they show more extensively with organizations geographically closer / Esta dissertação tem como objetivo analisar os fatores motivadores da entrada, a e os fatores mantenedores dos relacionamentos internos de alguns associados de uma rede de supermercadistas do Estado do Espírito Santo. Para o embasamento teórico faz-se uma revisão da literatura sobre redes e relacionamentos interorganizacionais, focando-se principalmente nos seguintes fatores motivadores dos relacionamentos interorganizacionais: necessidade, assimetria, eficiência, reciprocidade, estabilidade, legitimidade e flexibilidade, evidenciando-se ainda o papel da reputação no processo de entrada de uma organização em um relacionamento. Faz-se também uma revisão da literatura a respeito de alguns fatores mantenedores das relações interorganizacionais, com foco nos mais relevantes para as relações horizontais: confiança, reputação e troca de informações. Para a realização da pesquisa empírica realizou-se estudos de múltiplos casos com a participação de cinco organizações associadas à rede acima mencionada. Foram feitas cinco entrevistas semi-estruturadas com os proprietários dessas organizações, essas foram transcritas e em seguida os dados foram tratados por meio da análise de conteúdo e organizados em torno de temas. A pesquisa empírica evidencia que apenas alguns fatores motivadores da entrada estão presentes nas empresas pesquisadas no momento da entrada na rede: eficiência, estabilidade e legitimidade, no entanto com o desenvolvimento dos relacionamentos o fator reciprocidade também aparece. Evidencia-se ainda que a reputação tem um papel importante na seleção do parceiro de relacionamentos. Quanto aos fatores mantenedores dos relacionamentos evidenciados na literatura (confiança, reputação e troca de informações), a pesquisa aponta que são relevantes para definir os rumos dos relacionamentos interorganizacionais internos à rede, no entanto a presença desses fatores não se deve exclusivamente ao pertencimento das organizações àquela rede, visto que eles se evidenciam mais intensamente entre organizações mais próximas geograficamente

Este trabalho teve como objetivo identificar o conjunto de consideraÃÃo dos supermercados sobralenses, a partir do modelo proposto por Vieira e Mello (2004), bem como verificar os atributos responsÃveis pela consideraÃÃo e escolha dos referidos supermercados. Caracteriza-se, portanto, como um estudo do tipo exploratÃrio â descritivo, apoiado em pesquisa bibliogrÃfica, documental e de campo. A pesquisa bibliogrÃfica abordou temas relativos ao comportamento do consumidor como seus processos de decisÃo, conjunto de consideraÃÃo e o comportamento do consumidor no setor supermercadista brasileiro. A pesquisa documental serviu de base para a identificaÃÃo e escolha do universo da pesquisa, que compreendeu os moradores dos bairros mais populosos de Sobral - CE, que realizavam suas compras principais nos supermercados da cidade. A pesquisa de campo aconteceu em duas etapas: a primeira para identificar os atributos mais importantes à consideraÃÃo dos supermercados segundo o critÃrio dos consumidores sobralenses; a segunda, com 200 decisores das compras, para conhecer seus comportamentos de escolha dos supermercados. A tÃcnica de coleta de dados, em ambos os casos, foi a entrevista estruturada. Como instrumento de anÃlise dos dados coletados utilizou-se o programa SPSS versÃo 10.0. Os resultados obtidos permitiram concluir que a formaÃÃo do conjunto de consideraÃÃo dos consumidores sobralenses nÃo à um processo complexo, jà que na maioria das vezes hà apenas uma repetiÃÃo da experiÃncia de compra anterior. TambÃm foi possÃvel perceber que os consumidores sobralenses tendem a ser fiÃis, considerando poucos supermercados. As marcas mais aceitas por tais consumidores foram os supermercados vindos de Fortaleza, e os atributos mais valorizados, tanto na etapa de consideraÃÃo como de escolha, foram funcionais, caracterizando decisÃes racionais. / This work has as objective to identify the set of consideration of Sobralâs supermarkets, from the model considered for Vieira and Mello (2004), as well as verifying the responsible attributes for the consideration and choice of the related supermarkets, characterizing itself, therefore, as a study of the explorer â escriptive type. Aiming at to the reach of the considered objectives, research had been carried through bibliographical, documentary and field research. The bibliographical research approached subjects related to the behavior of the consumer as its processes of decision, set of consideration and the behavior of the consumer in the Brazilian supermarket sector. The documentary research served as the base for the identification and choice of the universe of the research, that understood the inhabitants of the quarters most populous of Sobral, that carried through their main purchases in the supermarkets of the city. The field research happened in two stages: the first one; according to identify the attributes most important for the consideration of the supermarkets by the criterion of Sobralâs consumers, and second with 200 determiners of the purchases, to know its behaviors of choice of the supermarkets. The technique of collection of data, in both cases, was the structuralized interview. As instrument of analysis of the collected data, was used the program SPSS version 10.0. The gotten results had allowed to conclude that the formation of the set of consideration of the Sobralâs consumers is not a complex process, since most of the time it has only a repetition of the previous purchase experience. Also it was possible to perceive that the Sobralâs consumers tend to be faithful, considering few supermarkets. The brands most accepted for such consumers had been the supermarkets that came from Fortaleza, and the most valued attributes in such the stage of consideration as the stage of choice had been functional, characterizing rational decisions.

Le discours publicitaire d’aujourd’hui ne se limite plus seulement à une description technique des produits, mais participe aussi à la construction de systèmes de valeurs selon une logique de calage qui consiste à se mettre au diapason des courants sociaux et des aspirations des individus. L’apparition de comportements de consommation inédits oblige les marques à renouveler leurs stratégies de communication, quitte à faire évoluer le rôle social de la publicité. Au milieu des années quatre-vingt, la marque Benetton s’illustre en proposant une vision politique de la consommation soutenue par un discours publicitaire qui ne vante plus les qualités du produit ni ne fait appel à la dimension hédonique de la consommation. Au contraire, il se réfère à des événements d’actualité traités ordinairement par le discours médiatique et s’adresse à des citoyens-consommateurs. D’autres acteurs économiques s’inscrivent depuis dans cette tendance. À partir d’une analyse sémiotique des publicités de l’enseigne E. Leclerc, l’objectif de cette recherche est de mettre en évidence l’existence d’un discours publicitaire particulier qui n’est plus conventionnel à partir du moment où il convoque une dimension politique. Affichant une posture militante sur la question écologique ou celle du pouvoir d’achat, l’enseigne transgresse les codes du discours publicitaire pour revendiquer un engagement citoyen. Les résultats d’analyse montrent par ailleurs que l’installation d’un champ discursif relativement éloigné de la fonction commerciale de l’enseigne témoigne de l’évolution de la société postmoderne à laisser la gestion de l’intérêt général aux entreprises privées, au détriment de l’action publique. / Advertising discourse today is no longer limited to only a technical description of products, but also participates in the construction of values. In that way it is attuned to social currents and aspirations of individuals. The emergence of new consumer behaviors requires brands to renew their communication strategies, even to change the social role of advertising. In the mid-eighties, the Benetton brand proposed a political vision of consumption supported by advertising discourse that no longer boasts the qualities of the product or does not use the hedonic dimension of consumption. Rather, it refers to current events usually treated by the media discourse, and is intended for citizens and consumers. Since then other economic actors follow this approach. From a semiotic analysis of advertisements of E. Leclerc, the objective of this research is to demonstrate the existence of a particular advertising discourse which is no longer conventional since it carries a political dimension. Featuring a militant stance on ecological matters or purchasing power, the brand transgresses the codes of advertising discourse to claim a civic engagement. The analysis results also show that the emergence of a field which is relatively distant from the commercial function of the brand reflects the evolution of postmodern society to leave the management of the general interest to private companies, to detriment of public action.

Made available in DSpace on 2016-03-15T19:26:36Z (GMT). No. of bitstreams: 1 Roberto Halfin.pdf: 542333 bytes, checksum: 0ff3b580a02af89d8995b5162e24d06b (MD5) Previous issue date: 2008-01-31 / Fundo Mackenzie de Pesquisa / This dissertation seeks to analyze service innovations in the supermarket sector through the companies competences, and also verify their effects on consumer attendance. The theoretical basis consists of a compilation of models by Gallouj and Weinstein (1997) and Bilderbeek and Hertog (1999) to analyze competences and service innovations; Malerba studies to understand the sectorial innovation system, and also Prahalad and Hamel (1990), Dosi and Teece (1993) and Selznick (1957) to conceptualize essential competences. The corpus is composed by interviews with several management and board professionals from three supermarket companies who are directly connected to the development of consumer services for their companies. The chosen supermarkets are Pão de Açúcar, Empório Santa Maria and Santa Luzia, acknowledged for their excellence in services. Authorization to record the interviews was not granted, but all interviews were submitted to contents analysis and categorization techniques. The results indicate that consumer participation is a determinant factor to the development of services in these companies. The study also shows the companies concern to adopt innovative strategies for consumer attendance, although the procedures and decisions conducted by their management staff still lack an organizational support fitted for this purpose. / Este trabalho procura analisar as inovações em serviço do setor supermercadista a partir da análise das competências das empresas e verificar os seus reflexos sobre as condições de atendimento. Neste sentido, como base teórica, utilizamos uma reunião dos modelos de Gallouj e Weinstein (1997) e Bilderbeek e Hertog (1999) para análise de competências e inovação em serviços, os estudos de Malerba para entender o sistema setorial de inovação e Prahalad e Hamel (1990), Dosi e Teece (1993) e Selznick (1957) para conceituar as competências essenciais. O corpus da pesquisa é composto por entrevistas em três empresas do setor com diversos profissionais de nível gerencial e diretivo, ligados diretamente ao desenvolvimento de serviços para o consumidor de suas redes. Foram relacionadas empresas de destaque no setor como o Pão de Açúcar, Empório Santa Maria e Santa Luzia conhecidos pela excelência de seus serviços. Não recebemos autorização para que as entrevistas fossem gravadas, mas as mesmas foram submetidas à técnica de análise de conteúdo e categorização. Os resultados obtidos indicaram que a participação do consumidor é fator determinante para o desenvolvimento dos serviços destas organizações. O estudo mostra ainda a preocupação das empresas em adotar estratégias inovadoras no atendimento ao consumidor, embora os procedimentos e decisões de seus gestores não sigam ainda um suporte organizacional adequado a este propósito.

No / Dominance effects are normally associated with multinational corporations (MNCs). However, we argue that a strong local competitor can create ‘dominance effects’ setting the institutional parameters for employment relations in multinational subsidiaries. Moreover such an effect can be persistent. In this case the Spanish-owned El Corte Inglés (ECI) used its power and influence to establish an employer's federation and two ‘yellow unions’. These yellow unions infiltrated the French-owned MNC Carrefour and most of the Spanish supermarket sector by the early 1980s and continue to dominate collective bargaining rounds and works council elections, marginalizing the main independent trade unions. This has resulted in poor pay and working conditions and a lack of effective employee representation across most of the Spanish supermarket sector. The fact that Carrefour established an international framework agreement to observe union rights in 2001 has as yet not changed this situation.