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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Effects of Military Training Activity on Red-cockaded Woodpecker Demography and Behavior---AND---New Territory Formation in the Cooperatively Breeding Red-cockaded Woodpecker

Perkins, Jennifer L. 19 October 2006 (has links)
The red-cockaded woodpecker (Picoides borealis) is a federally endangered species. As such, populations need to be increased in order to achieve recovery goals outlined by the U.S. Fish and Wildlife Service. My thesis is composed of two chapters that represent opposite sides of this issue. The first chapter investigates whether military training activity negatively affects red-cockaded woodpeckers. Military installations in the southeastern United States contain several of the largest remaining red-cockaded woodpecker populations. Six of the 15 installations harboring these birds are designated primary core populations; thus, population increases on these sites are critical to recovery of the species. However, restrictions on military training activity associated with red-cockaded woodpecker protection are a cause of concern on military installations that sometimes constrains management for population growth. Current restrictions are based on assumptions of potential impacts rather than scientific evidence, so we evaluated two different restriction regimes to test for training activity effects. The second chapter concerns how to induce populations to grow more rapidly through natural processes. As a cooperative breeder, red-cockaded woodpeckers preferentially compete for existing breeding positions and queue in the form of helping or floating to obtain a breeding vacancy, rather than create new territories. I used 20 years of demographic data collected as part of a long-term monitoring study of red-cockaded woodpeckers to investigate mechanisms that stimulate territory creation in this cooperatively breeding species. / Master of Science
2

Do They Really Car(e) : The greening of the brand: the case of Volvo Cars in Sweden 1972 to 2014

Näsman, Mattias January 2015 (has links)
Denna magisteruppsats i ekonomisk historia har som syfte att utforska varför den svenska bilparken är mer bränslekrävande än genomsnittet i Europa, samt att identifiera de historiska processer som påverkat formandet av den svenska bilparken. Tidigare miljöinriktad forskning inom ekonomisk historia har fokuserat på strukturomvandling och institutionell förändring inom industri- och hushållssektorn. Denna studie utforskar den privata transportsektorn genom att studera Volvo som varit tongivande i att forma sammansättning av den svenska bilparken. Genom att studera två av Sveriges största biltidningar – Teknikens värld och Volvos egen konsumenttidning, Ratten – samt årsberättelser och hållbarhetsrapporter från Volvo, har historien om varumärket Volvo och Volvos relation till miljön utforskats.  Volvo antog ’kvalitet’ och ’säkerhet’ som kärnvärden vid starten 1927. ’Omsorg om miljön’ lades till som ett tredje kärnvärde 1972 vilket antas vara av relevans för hur Volvo byggt sin identitet. Hur Volvo tolkat ’omsorg om miljön’ i relation till sitt varumärke och hur det integrerats i företagets produktionsprocesser är utgångspunkter för uppsatsens undersökande del som sträcker sig från 1972 till 2014.  Resultatet visar på att begreppet ’miljö’ har omtolkats av Volvo och följt den samhälleliga diskursen ganska väl. Från att handla om den lokala ’arbetsmiljön’ och det som kopplas därtill, till att handla om regionala utsläpp av partiklar för att till sist innefatta ett globalt perspektiv. Resultatet visar också att Volvo på grund av höga kostnader för arbetare och en stor efterfrågan från den amerikanska marknaden drivits till att producera stora och dyra bilar som drar mycket bränsle. På grund av att Volvo inte kunnat konkurrera med höga försäljningsvolymer har man istället satsat på säkra och hållbara bilar som kunnat bringa högre vinstmarginaler.  Efter krisen på 1990-talet och ett byte av ledarskap från Pehr G. Gyllenhammar till Sören Gyll, visar resultatet att ’omsorg om miljön’ fick en mer framskjuten roll i Volvos varumärkesbyggnad. Samtidigt beslutades att Volvo skulle ta ytterligare steg mot att tillverka bilar i premiumsegmentet vilket var svårt att kombinera med miljöhänsyn vad gäller bränsleförbrukning.  Slutsatserna som dragits från denna uppsats är att Volvo efter andra världskriget lyckades skaffa sig en ’pionjärsfördel’ – pioneering advantage – genom en stark introduktion av PV 444/544-modellerna på 1940- och 1950-talet och att man sedan kunnat använda denna fördel för att omtolka svenskars preferenser att välja bränslekrävande bilar. Detta innebär att företag, om de vill, har möjlighet att styra konsumenter mot att välja bättre miljöanpassade produkter. I uppsatsen argumenteras för att avsättningsmarknader spelar stor roll för möjligheten för företag att ställa om produktionen till att leverera ’grönare’ produkter.
3

Entre o compasso e descompasso das frentes pioneiras paulistas: formação do território brasileiro e o pensamento geográfico de Pierre Monbeig / Between the compass and decompassing of the paulist pioneer front: formation of the brazilian territory and the geographical thinking of Pierre Monbeig

Rodrigues, Guilherme Caruso [UNESP] 07 May 2018 (has links)
Submitted by Guilherme Caruso Rodrigues (gcarusorodrigues@yahoo.com.br) on 2018-07-04T14:15:15Z No. of bitstreams: 1 UNESP - Guilherme Final.pdf: 15067268 bytes, checksum: 9a80eb72bda265fcc1f20e59a7bd8cf9 (MD5) / Approved for entry into archive by Ana Paula Santulo Custódio de Medeiros null (asantulo@rc.unesp.br) on 2018-07-04T16:27:16Z (GMT) No. of bitstreams: 1 rodrigues_gc_dr_rcla.pdf: 15067292 bytes, checksum: cd22579842c00e13e63bf6f7034ca3fb (MD5) / Made available in DSpace on 2018-07-04T16:27:16Z (GMT). No. of bitstreams: 1 rodrigues_gc_dr_rcla.pdf: 15067292 bytes, checksum: cd22579842c00e13e63bf6f7034ca3fb (MD5) Previous issue date: 2018-05-07 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Resumo O presente trabalho se propõe a analisar os processos geo-históricos que estavam e estão envolvidos no pensamento de Pierre Monbeig, sobretudo no que tange a questão das chamadas Frentes Pioneiras. Considerando o fato da consolidação da Geografia no Brasil com um caráter acadêmico-científico. Por isso, passava o Brasil por um processo de modernização intensificando suas relações com a chamada economia-mundo, ou seja, com intensificação no país de uma economia já internacionalizada. Assim sendo, a incorporação de espaço natural obedecia ao ritmo do progresso e da modernização. Era preciso superar um país atrasado, a franja pioneira marca os primeiros passos desta superação. Ressalta-se que, muito do pensamento de Monbeig chegava com as características da chamada Escola dos Annales, da França, tentando refazer uma nova forma de interpretação histórica, mas considerando a Geografia Humana crucial para isto, já que conseguia, a Geografia, envolver o tempo “longo” do ambiente natural, como o tempo “rápido” da indústria. Entendendo, assim, que Monbeig tem uma narrativa focada num processo de formação territorial atrelado ao movimento da modernização. Assim, procurou-se trazer para discussão a ocupação das Frentes Pioneiras concebendo-as como um conjunto de práticas espaciais, movidas pela internacionalização da economia capitalista, que almejava novos espaços para acumulação, dessa maneira, resultado de um movimento de objetivação prática sócio-espacial, caracterizadas pela derrubada de matas, implantações de ferrovias, espoliação exacerbada da renda da terra, transformando-se num espaço de representação, já que essas áreas se subordinavam ao grande capital internacional. Dentro desse contexto, propõe-se como discussão a relação dessas áreas consideradas pioneiras com sua colonização e acumulação dentre de um forte arcabouço ideológico. / The present research project proposes to analyze the geo-historical processes that were and are involved in the thinking of Pierre Monbeig, especially in what concerns the question of the so-called Fronts Pioneers. Considering the fact of the consolidation of Geography in Brazil with an academic-scientific character. For this reason, Brazil underwent a process of modernization intensifying its relations with the so-called world-economy, that is, with intensification in the country of an already internationalized economy. Thus, the incorporation of natural space obeyed the pace of progress and modernization. It was necessary to overcome a backward country, the pioneering fringe marks the first steps of this overcoming. It is noteworthy that much of Monbeig's thought came with the characteristics of the so-called School of the Annales of France, attempting to remake a new form of historical interpretation, but considering the Human Geography crucial for this, since it time "of the natural environment, such as the" fast "time of the industry. Understanding, therefore, that Monbeig has a narrative focused on a process of territorial formation linked to the modernization movement. Thus, we sought to bring into discussion the occupation of the Pioneer Fronts by designing them as a set of spatial practices, driven by the internationalization of the capitalist economy, which sought new spaces for accumulation, in this way, the result of a movement of socio-spatial practical objectification , characterized by the overthrow of forests, railroad deployments, exacerbation of the income of the land, becoming a space of representation, since these areas were subordinated to the great international capital. Within this context, it is proposed as a discussion the relation of these areas considered pioneers with their colonization and accumulation within a strong ideological framework.
4

A Fighter To The End: The Remarkable Life and Career Of Laura Jane Harper

Miles, Saranette Denise 17 July 1999 (has links)
This study is an investigation of Dr. Laura Jane Harper's tenure, achievements, and contributions to Virginia Tech from 1949-1980. Throughout Virginia Tech's history, examples of leadership, scholarship, and service have been recorded about students, faculty, and administrators; however, female administrators are overlooked in these collections. Using archival and interview data collection techniques and historical biographical methods, we will examine Harper's influences to the profession, significant contributions in the areas of scholarship, administration, and as a mentor for minorities and women. Harper was born on August 18, 1914 in Jackson, Mississippi. She attended and graduated from Belhaven College in 1934 with a bachelor degree, a master of science degree in 1948 from the University of Tennessee, and a doctorate in 1956 from Michigan State University. From 1960 until 1964, she served as dean of the School of Home Economics for both Radford College (now known as Radford University) and VPI (now know as Virginia Tech). After 1964, Harper continued to serve as the Dean of the Home Economics College at VPI with additional responsibilities until her retirement in 1980. During Harper's tenure she touched the lives of many and made several contributions to the institution in which she was employed. Harper worked at Virginia Tech as a professor, researcher, department head, and dean for over 31 years in the home economics discipline; however, the legacy she left continues. / Master of Arts
5

Formas de la autoficción y su lectura

Reisz de Rivarola, Susana 25 September 2017 (has links)
La historia reciente de la categoría crítica autoficción sirve, en este trabajo, como punto de partida para hacer una revisión de las diversas definiciones propuestas, hasta el presente, por los estudiosos del tema y para intentar determinar lo distintivo de las prácticas literarias englobables dentro de ese concepto. Se examinan las dificultades que se presentan cuando se intenta fijar límites rígidos entre ficción, no-ficción y autoficción; se analizan algunos textos de narrativa y de poesía que podrían ser considerados “autoficciones avant la lettre”; y se propone una caracterización del fenómeno desde la perspectiva de la recepción. La hipótesis que plantea este ensayo es que el rasgo característico de la autoficción es la presencia en el texto de un lector implícito capaz de compartir la intimidad del autor. / The recent history of “autofiction” in literary criticism serves in this paper as a starting point to review the various definitions that scholars have proposed till the present date and to try to determine the distinctive traits of the literary practices that can be included within this concept. The difficulties that arise when one tries to set rigid boundaries between “fiction”, “non-fiction” and “autofiction” are examined, some narrative and poetry texts that could be considered “avant la lettre autofictions” are analyzed and a characterization of the phenomenon from a reception perspective is proposed. This essay hypothesizes that the defining feature of “autofiction” is the presence of an implied reader in the text that is capable of sharing the author ́s intimacy.
6

Posse e propriedade no Médio Rio Doce – MG : processos administrativos de concessão de terras (1940-1960)

Morais, Michelle Nunes de 26 June 2017 (has links)
Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2017-11-30T11:52:33Z No. of bitstreams: 1 Michelle Nunes de Morais_.pdf: 4016449 bytes, checksum: b2722c6489ddd32925d4f10404e7f764 (MD5) / Made available in DSpace on 2017-11-30T11:52:33Z (GMT). No. of bitstreams: 1 Michelle Nunes de Morais_.pdf: 4016449 bytes, checksum: b2722c6489ddd32925d4f10404e7f764 (MD5) Previous issue date: 2017-06-26 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / CNPQ – Conselho Nacional de Desenvolvimento Científico e Tecnológico / PROSUP - Programa de Suporte à Pós-Gradução de Instituições de Ensino Particulares / Esta tese teve como tema a constituição da propriedade pela frente pioneira, as relações e as redes de interdependências que se estabeleceram no Médio Rio Doce em Minas Gerais. Buscou-se compreender os processos administrativos de concessão de terras, problematizando a legislação, analisando sua construção histórica e observando os interesses que convergiram para o desenvolvimento da região. Foi observado que com a entrada da frente pioneira, a partir da década de 1940, foram investidos recursos para a inserção da região no mercado produtor. A frente pioneira constituiu grandes fazendas englobando terras de posseiros, os quais reclamaram seus direitos, mas foram preteridos pelos detentores de capital. Foram observados diversos problemas nos processos administrativos de concessão de terras e na Secretaria de Agricultura, a qual era desaparelhada e inoperante. Para compreensão desses problemas foram analisados processos de concessão de terras em que havia denúncias de turbação ou litígio, mas também outros problemas. A metodologia utilizada foi pesquisa em Arquivos, principalmente o Arquivo Fundiário da Secretaria de Estado de Agricultura, Pecuária e Abastecimento do Estado de Minas Gerais, com análise qualitativa das fontes. Foram escolhidos processos administrativos de concessão de terras, no período de 1930-1960, que apresentassem algum problema em alguma fase da sua tramitação. Observou-se uma complexa rede para concessão de terras, pois a obtenção de título não era uma empreitada individual do requerente, ela ficava na dependência de uma gama de pessoas que estavam envolvidas no processo. A opacidade da lei, motivada pelo excesso de normas e desconhecimento da legislação, dificultava que pessoas com pouca (ou nenhuma) instrução acessassem os meios legais para se defenderem de turbações. / This thesis had as its themethe constitution of the property constitution by the Pioneering Front (frente pioneira),therelationsand networs ofinterdependence that settled in themiddle Doce river, in Minas Gerais. It was sought to understand the administrative processes of the concession of lands, problematizing the legislation,analyzing its historical construction andobserving the interests that converged to the wilderness’ development. It was observed that with the Pioneering Front’s entrance, as of the 1940s, resources were invested to the insertion of this region in the production market. The Pioneering Front constituted immense farms encompassing squatters’ lands, who claimed their rights, but who were neglected by the capital owners. Several problems were observed in the processes of land concessions and in the Secretary of Agriculture, which was dismantled and inoperative. For the understanding of such problems, processes of land concessions were analyzed, inwhich there were reports of disturbance or litigation, but also other problems. The methodology applied was archive research, mainly the Secretary of State of Agriculture, Livestock and Supply’s Property Archive, in the state of Minas Gerais, with qualitative analysis of the sources. Administrativeprocesses of the concession of landswere chosen land grant in the period 1930-1960, which presented a problem at some stage of their processing. It was observed a complex net for the concession of lands. Obtaining the title was not an individual enterprise of the complainant, it was dependent on a range of people who were involved in the process. The opacity of the law, motivated by the excess of rules and lack of knowledge of the legislation, turned more difficult to the people with little education (or none) to access the legal means to defend themselves from the disturbances.
7

IT Design for Amateur Communities

Bogdan, Cristian January 2003 (has links)
The concept of community is receiving increasing attentionacross organizations and throughout the entire society.Voluntary association, creation of value, and solidarity incommunity contexts get more and more appreciated and nurturedwithin companies and other organizations. At the same time,lack of community is raised lately by Western sociologists as amajor source of alarm while the large participationpossibilities provided by the Internet are seen as a hope forremedy. This thesis aims to contribute in the area of technologydesign for communities by seeking to gain understanding ofvoluntary community work and to design artefacts in support forsuch work. Community work is studied through anethnographically-inspired approach for empirical observation ofcommunity activity and the artefacts that support it. Fieldstudy of‘voluntary working order’was conducted inseveral voluntary communities: amateur radio and three studentorganisations. In studying such working order, one mustrenounce a set of assumptions that are commonly made aboutwork, starting with the very idea of remuneration as a basicmotivation. Instead, challenge as a major motivation isproposed for work in voluntary communities. To draw inspirationfor future design, an examination is made of the way thismotivation is reflected in the features of technology createdby the communities for their own use, in the working contextsof the field settings. Lessons learned about amateur work are then used and refinedwhile reflecting on amateur-work-oriented design of ITartefacts conducted within a student organisation, with aparticular interest in self-sustainability of participatorydesign practices in such settings. Practices of participatorydesign are re-considered in the context of voluntary work, theabsence of the employer-employee conflict, the challenges andlearning trajectories of the members. As development is done bymembers of the student community, design interventions forself-sustainability of amateur software development aredescribed and reflected upon. A generic approach is proposedfor action aimed at self-sustainability in amateur settings.The socio-technical features that resemble across thecommunities studied and practices experienced are then groupedunder the generic name of the perspective developed in thisthesis:“Amateur Community”. The perspective isproposed as a point of departure for further study and designintervention in similar communities. Comparisons are madebetween Amateur Community and other approaches such asCommunity of Practice. Keywords:amateur, volunteer, community, work, amateurwork, participatory design, software development, challenge,contingency, pioneering, public, personal development,learning, hands-on learning, selfsustainability / QC 20100420
8

A J/[psi] polarization measurement with the PHENIX Muon Arms in proton+proton collisions at center of mass energy of 200 GeV at RHIC

Qu, Hai. January 2008 (has links)
Thesis (Ph. D.)--Georgia State University, 2008. / Title from file title page. Xiaochun He, committee chair; William Nelson, Steven Manson, Brian Thoms, Douglas Gies, committee members. Description based on contents viewed Aug. 21, 2009. Includes bibliographical references (p. 104-108).
9

Avaliação da revegetação da mata de galeria no entorno do reservatório de água da fazenda Mandaguari em Indianópolis, MG / Revegetation estimation the gallery forest in around of water reservoir of Mandaguari farm in Indianópolis, MG

Lima, Julia Araujo de 26 February 2007 (has links)
Fundação de Amparo a Pesquisa do Estado de Minas Gerais / The degraded gallery forest that border water courses are areas that demand priority for the actions of revegetation. These bushes have a strategical paper in the conservation of biodiversity, protection of water courses against sediments deposition and contamination with agricultural defensives, in the preservation of water quality and formation of ecological corridors. The objectives of the work had been to study models and species implanted in revegetation of area permanent protection around water reservoir of Mandaguari farm in Indianópolis, MG and to indicate inside of each model, species of bigger growth and capacity of survival. For this, monthly collections of the vegetative part of flowery and/or borne fruit and taken large shrubs individuals for the herbário for identification of species had been made. Of these, some species had been chosen that had been implanted in revegetation models. The seeds had been collected, identified and led to the germination chamber. After emission of radícula had been to plântulas transplantadas for plastic and cultivated bags in fishery until beginning of rains, that implanted in definitive place in different models varying the abundance, wealth and diversity. The initial stage they had been evaluated the percentage of survival 48 species, the index of diversity for models and development of changes in the first year. The analysis used statistics was test of t Student the 0,05 of probability to compare the diversity indices. This initially between the models it varied of 3,2 the 3,5 not differing estatisticamente. The Aegiphila sellowiana and Guazuma ulmifolia had been to the species that had presented optimum development in height and diameter. However, the species Ormosia arborea, Anadenanthera colubrine, Aspidosperma tomentosum and Zanthoxylum rhoifolium had gotten survival in field better. It is concluded that used methodology revealed efficient for a small course of water and with little area of permanent preservation protege, as in the studied situation. In bigger area plantation of species with low index of mortality and adequate fertilization are indicated. / As Matas de Galeria degradadas que margeiam os cursos d'água são áreas que demandam prioridade para as ações de revegetação. Essas matas têm um papel estratégico na conservação da biodiversidade, proteção dos cursos d´água contra o assoreamento e a contaminação com defensivos agrícolas, na preservação da qualidade da água e formação de corredores ecológicos. Os objetivos do trabalho foram adaptar modelos de revegetação na área de preservação permanente no entorno do reservatório de água da Fazenda Mandaguari em Indianópolis, MG e indicar dentro da área, as espécies de maior crescimento, desenvolvimento e capacidade de sobrevivência. A escolha das espécies foi, em parte, baseada no levantamento florístico em área adjacente ao reservatório e oposta à área revegetada. A partir de coletas mensais, partes vegetativas de indivíduos arbóreos floridos e/ou frutificados foram levadas para o herbário para identificação. As sementes dessas espécies foram coletadas, identificadas e levadas à câmara de germinação e após emissão da radícula foram transplantadas para sacos plásticos e cultivadas em viveiro até o início das chuvas. A distribuição das espécies foi aleatória dentro de cada modelo que diferencia entre si principalmente pela posição entre espécies pioneiras e não pioneiras na área. Cerca de um mês após a implantação, determinou-se o percentual de mortalidade, assim como o diâmetro e altura das espécies a cada três meses no decorrer de um ano. Na região de Indianópolis, MG, as espécies Aegiphila sellowiana, Guazuma ulmifolia, Anadenanthera colubrina, Anadenanthera peregrina e Lithraea molleoides apresentam melhor crescimento e desenvolvimento em altura e diâmetro. É viável em pequenas e grandes propriedades com fragmentos de matas que o estudo da revegetação se inicie com o levantamento do potencial florístico deste fragmento. Na revegetação de áreas em propriedades rurais, sejam grandes ou pequenas, é imprescindível que o proprietário coloque o manejo da revegetação como uma de suas práticas anuais. Com apenas um ano de revegetação, é possível transformar uma área com histórico de degradação e com intensa antropização em uma área em recuperação. / Mestre em Agronomia
10

Advertising new product categories to new geographical markets

Verissimo, Juliana Trad 18 September 2012 (has links)
Submitted by Juliana Trad Verissimo (juliana.trad@gmail.com) on 2012-09-24T16:20:08Z No. of bitstreams: 1 DISSERTATION_JULIANA_VERISSIMO.pdf: 6958070 bytes, checksum: b8c2ba13a57f7e7c59bcc1d2b033be9c (MD5) / Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2012-09-24T16:24:14Z (GMT) No. of bitstreams: 1 DISSERTATION_JULIANA_VERISSIMO.pdf: 6958070 bytes, checksum: b8c2ba13a57f7e7c59bcc1d2b033be9c (MD5) / Made available in DSpace on 2012-09-24T16:47:56Z (GMT). No. of bitstreams: 1 DISSERTATION_JULIANA_VERISSIMO.pdf: 6958070 bytes, checksum: b8c2ba13a57f7e7c59bcc1d2b033be9c (MD5) Previous issue date: 2012-09-18 / In a dynamic and competitive global environment, many companies realize that continuous development and introduction of new products are key activities to their survival and growth. One of today’s biggest challenges to businesses involves knowing how to act in a world in which both the frame and the basis of competition are constantly changing, and where restructuring and portfolio shifting are central activities for capturing a fair share of global growth. Both the fast pace of technological innovation and the rising affluence of developing economies present businesses with risks and opportunities, and it is not only important that companies pay attention to the launch of top-notch products in developed markets, but also mandatory that they know how to launch old news to new markets. Using the Brazilian market as an example, this dissertation sought to study how multinational companies have been using advertising in the launch of new product categories and subcategories that are already sold elsewhere to new geographies. After reviewing the literature available, developing propositions, and evaluating those with the help of three case studies, it was possible to verify some linearity between the cases and the literature studied. These included the search for category legitimation preceding that of brand legitimation; the usage of expert sources to legitimate new categories; the usage of argument based appeals; and the advertising of more than one product feature per ad. Nevertheless, given some discrepancies noticeable between what was observed in Brazil and the literature consulted, it was also possible to verify that the way advertising cues are conducted in new geographies likewise depends on the competitive scenario faced, as well as on country specific economic and cultural variants. / Em um ambiente global dinâmico e competitivo, muitas empresas notam que constante desenvolvimento e lançamento de novos produtos são atividades-chave para seu crescimento e sobrevivência. Hoje, um dos maiores desafios enfrentados por tais empresas envolve saber como agir em um mundo em que tanto o escopo como a estrutura do ambiente competitivo estão em constante mudança, e em que reestruturações e mudanças de portfólio são centrais para as companhias que visam capitalizar com o crescimento global. Tanto o rápido ritmo de inovação tecnológica quando a crescente afluência de economias emergentes apresentam riscos e oportunidades para as empresas, o que torna importante não apenas que estas estejam atentas ao lançamento de produtos de última geração para mercados desenvolvidos: faz-se também necessário que saibam como lançar produtos antigos para novos mercados. Usando o mercado brasileiro como um exemplo, esta dissertação procurou estudar como multinacionais têm utilizado anúncios publicitários no lançamento, para novos mercados, de categorias e subcategorias de produtos já vendidas em outros países. Após uma revisão da literatura disponível, do desenvolvimento de proposições, e da avaliação destas através de três estudos de caso, foi possível verificar a existência de alguma linearidade entre os casos e a literatura estudada, incluindo: uma busca pela legitimação da categoria que precede àquela pela da marca; o uso de 'especialistas' para a legitimação da categoria; o uso de apelos baseados em argumentos; e a divulgação de mais de uma característica de produto por anúncio. No entanto, dadas algumas discrepâncias entre o que foi observado nos casos e aquilo descrito na literatura consultada, também foi possível verificar que a maneira como os anúncios são feitos em diferentes lugares depende igualmente do cenário competitivo enfrentado pela empresa, bem como de variantes econômicas e culturais específicas da localidade em questão.

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