As relações entre internet e política passam a ser, de forma crescente, campo das investigações sociológicas no Brasil. Em particular, a evolução das plataformas digitais tem implicações relevantes para as formas de engajamento dos cidadãos e para a participação política. O estudo de caso da wikicidade Portoalegre.cc apresentado nessa dissertação questionou em medida essa iniciativa de participação digital possibilitou a interação entre o governo local, os cidadãos e a empresa de tecnologia que desenvolveu o projeto, estabelecendo, assim, interfaces que efetivassem à criação e à mobilização de projetos colaborativos entre sociedade, mercado e Estado. Por meio da investigação em fontes documentais secundárias, em entrevistas semiestruturadas, no conteúdo gerado na plataforma e nas sistematizações provenientes da técnica de livre navegação no website, foram realizadas a descrição da plataforma como um construto tecnocultural e uma estrutura socioeconômica, bem como a caracterização das dimensões que a definem como uma iniciativa de participação digital. A partir desses esforços investigativos, identificou-se que os cidadãos-usuários participaram mais por demandas e opiniões sobre a ação estatal e sobre a condição urbana e menos por meio de proposições e de mobilizações representativas de práticas colaborativas conforme previa a proposta da plataforma. Sem contar, que a gramática relacional entre a esfera civil – circunscrita aos cidadãos-usuários envolvidos – e a Administração Municipal de Porto Alegre não caracterizou-se pela troca mútua. Nesse sentido, foi baixa a efetividade das potencialidades do mapeamento colaborativo, produzido por meio da plataforma Portoalegre.cc, para a materialização de projetos colaborativos entre atores sociais e atores estatais. Dentre outras razões, essa realidade contribuiu para a descontinuidade da iniciativa. / The relations between the internet and policy become increasingly field of sociological research in Brazil. The evolution of digital platforms has particulary important implications for civic engagement and political participation. The case study of Portoalegre.cc wikicity, dealt in this dissertation, evaluated in extent this initiative of digital participation enabled the interaction between the local government, citizens and the technology company that developed the project, thereby exploiting new forms of interfaces that had the creation and the mobilisation of collaborative projects between society, market and State. By analysis of secondary source documents, semi-structured interviews, platform’s generated content database and free navigation technique through the site , it has been described the platform as a techno-cultural construct and a socioeconomic structure, as well as it was characterized the dimensions that define as an initiative of digital participation. From these investigative efforts, it was identified that the citizens-users participated more by demands and opinions on the state action or on the urban condition and less to the proposition and the mobilisation of collaborative practices as envisaged in the proposal of the platform. Added to that, the relational grammar between the civil sphere - circumscribed to citizensusers involved - and the city government of Porto Alegre was not of mutual exchange. In this sense, the effectiveness of potential of collaborative mapping produced by means of platform Portoalegre.cc was low, having little impact for collaborative projects between social actors and state actors.Among other reasons, this reality has contributed to the discontinuity of the initiative.

A economia compartilhada é um sistema econômico baseado no compartilhamento de bens subutilizados, de forma gratuita ou por uma taxa. Com os adventos da internet, smartphones e Gps surgiram as plataformas digitais que se baseiam nesse conceito, em que se faz emergir a necessidade da compreensão de sua relação com mercados two-side. Tal expansão atingiu diversos setores da economia, e, ainda, criou nova demanda, como a plataforma Uber, o que, no entanto, gerou distúrbios no setor de táxis, tradicionalmente regulamentado e com ineficiências mundialmente reconhecidas. Dessa forma, o objetivo dessa dissertação é entender o que são as plataformas digitais e analisar o caso especifico da empresa Uber, apresentando quais os principais fatores que permitiram que esse tipo de empresa surgisse; onde estamos, definindo o que é efetivamente a Uber e os serviços por ela prestado, abordando quais os ganhos de bem-estar proporcionados (excedente do consumidor) e problemas de regulamentação enfrentados; e para onde iremos, prospectando um caminho para a economia compartilhada a respeito das plataformas digitais em mercados two-side. / Shared economy is an economic system based on the share of underutilized goods free of charge or for a fee. With the advent of the internet, the digital platforms based on this concept have been developed, emerging the need of understanding its relationship with two-side markets. This expansion has reached various sectors of the economy, as well as created new demand, such as the Uber platform, which ,however, has generated disturbances in the taxi sector, traditionally regulated with its worldwide recognised inefficiencies. Thus, the goal of this dissertation is to understand what the digital platforms are and to analyse the specific case of Uber company, showing the main factors which allowed this type of business to arise; where we are, defining what Uber effectively is and the services provided by it, addressing the welfare gains provided (consumer surplus) and regulatory problems faced; and where we go, prospecting a path for the shared economy regarding the digital platforms in two-side markets.

Com o advento da internet o marketing e sua mensuração sofreram grandes transformações. O marketing digital permite uma interação com a audiência de uma forma que no passado não era possível ou imaginável. Com as tecnologias atuais é possível rastrear detalhadamente a experiência do usuário com a mídia, a marca e o conteúdo. As métricas de marketing digital possibilitam uma avaliação em tempo real de cada uma das ações realizadas nas múltiplas mídias digitais disponíveis, possibilitando entender amplamente o comportamento de cada usuário, sejam nas redes sociais ou outros tipos de plataformas. A presente dissertação apresenta um levantamento das métricas de marketing digital disponíveis na literatura, enumerando e abordando 99 delas, identificando quais destas estão sendo utilizadas pelas empresas e o como as mesmas estão fazendo uso dos resultados das métricas. Como meio de atingir o objetivo foi utilizado o método de estudo de casos múltiplos em quatro empresas brasileiras, sendo elas: uma indústria de móveis corporativos, uma faculdade particular, uma rede de lojas de varejo e um shopping center. Essas empresas foram selecionadas buscando uma máxima variação, por terem atuação em mercados diferentes, tamanhos diferentes e níveis de maturidade com uso de métricas de marketing digital também diferentes. Os estudos de caso foram conduzidos através de observação direta nas empresas, análise de documentações e entrevistas semiestruturadas. Como contribuição, esta pesquisa busca complementar o conhecimento sobre métricas de marketing digital, que é um tema recente. Assim como, apresentar de que forma as empresas da amostra estão, efetivamente, utilizando as métricas de marketing digital, bem como, seus resultados na gestão das suas ações de marketing. Foi identificada uma baixa utilização das informações das métricas de marketing digital pelos executivos. / With the creation of the internet, marketing and its measurement had great changes. The digital marketing allows an interaction with the audience in a way that in the past was not possible or imaginable. With current technologies, is possible to trace in detail the user experience with the media, brand and content. Digital Marketing Metrics allow a real-time evaluation of each action performed on multiple digital media, enabling widely understand the behavior of each user, whether in social networks or other platforms. This dissertation makes an inventory of digital marketing metrics available in the literature, listing and discussing 99 of them, identifying which of these are being used by companies and how they are making use of the results of these metrics. As a way to reach the objective we used the method of multiple case study in four Brazilian companies, one industry corporate furniture, a private college, a retail stores network and a mall. These companies were selected looking a maximum variation, because they operates in different markets, have different sizes and have different maturity levels of metrics use in digital marketing. These case studies were conducted through direct observation in the companies, documentation analysis and semistructured interviews. As contribution of this research tried complement the knowledge about digital marketing metrics, which is a recent topic. As well as to show how the sample companies are effectively using digital marketing metrics and their results on its marketing actions management. Where was identified a low executive utilization of digital marketing metrics information.

The aim of this thesis was to suggest practical use of m-commerce in the company Elektra PV based on analysis of options of m-commerce in the Czech Republic and in the world. First part of this thesis investigates theoretical basics of mobile commerce. Next part processes three case studies about the companies Amazon, Argos and Alza.cz, then followed the analysis of m-commerce. Based on previous findings is suggested for the company Elektra PV to implement mobile application.

Fundação Carlos Chagas Filho de Amparo a Pesquisa do Estado do Rio de Janeiro / Esta dissertação teve como objetivo examinar a relação entre a participação de mulheres em ambientes de trabalho masculinos e gênero. Como estudo de caso, focamos nossa pesquisa nos relatos das embarcadas, mulheres que trabalham em plataformas de petróleo. Nesta situação de trabalho, elas deixam o cotidiano que costumam ter em terra, para passar uma temporada de 14 dias na plataforma, lugar onde casa e trabalho se confundem. Para tanto, optou-se por uma análise qualitativa, fundamentada no ponto de vista das próprias embarcadas a respeito da relação entre sua vida dentro e fora da plataforma. Desta maneira, empreendemos, inicialmente, uma discussão cujas temáticas principais foram as imbricações entre gênero e trabalho e, assumimos como referenciais teórico-conceituais os conceitos de trajetória e habitus, formulados por Pierre Bourdieu. Por meio de entrevistas semi-estruturadas e conversas via internet e pessoalmente, foram colhidos depoimentos das embarcadas, o que permitiu a análise das percepções, significados e representações que envolvem os relatos contados. Assim, constatamos que existe uma estreita relação entre trabalho remunerado e vida familiar nas suas escolhas e opiniões. Elas vêem a presença da mulher como fundamental para a vida familiar, por isso, percebem o trabalho embarcado como incompatível com as responsabilidades que as mulheres assumem na família, principalmente com a maternidade. As embarcadas acreditam que esposa e marido conseguem encontrar alternativas para que elas continuem a embarcar, mas tais alternativas se mostram inviáveis quando da chegada dos filhos. Elas valorizam o trabalho remunerado, e não estão dispostas a deixá-lo em nenhum momento de suas trajetórias: o que elas desejam é trabalhar em terra e, assim conciliar maternidade e trabalho. Neste sentido, a entrada das mulheres no mercado de trabalho e sua participação num ambiente predominantemente masculino não as levam a uma total adesão a valores igualitários entre os gêneros, mas a uma (re)atualização dos papéis tradicionais atribuídos a homens e mulheres. / This dissertation had as objective to examine the relation between women participation in masculine work ambient and gender. Our case study is focused on the research of offshore women, women whose work is executed on petroleum platforms. In this work situation, they leave the daily routine they use to have onshore to spend fourteen days onboard, a place where home and work are mingled. For such purposes, we selected a qualitative analysis, based on offshore womens point of view about the relation of their lives in and outside the platform. Therefore, we firstly undertook a discussion which main themes were the imbrications between gender and work, and we assumed as conceptual-theoretic references trajectory and habitus concepts, formulated by Pierre Bourdieu. Through semi-structured interviews and internet and personal talks, we collected offshore women testimonial, which permitted us to analyze perceptions, meanings and representations in their speech. Thus, we observed that there is a close relation between paid work and family life in offshore womens choices and opinions. They see woman presence in family life as fundamental; hence, they perceive offshore work as incompatible to the responsibilities they take in family, particularly in motherhood. Offshore women believe wife and husband can find alternatives in case the woman doesnt leave the platform, but such alternatives are shown as unviable when children come. They value paid work, and are not willing to leave it any time during their trajectories: what they desire is stopping embarking in order to conciliate motherhood and work. In these terms, the entrance of women in labor market and their participation in male dominant ambient dont lead them into a total adhesion to more egalitarian gender values, but into a (re)actualization of male and female traditional roles, based on the experiences they have been facing.

Made available in DSpace on 2014-06-11T19:26:17Z (GMT). No. of bitstreams: 0 Previous issue date: 2009-02-06Bitstream added on 2014-06-13T18:54:32Z : No. of bitstreams: 1 souza_fm_me_bauru.pdf: 1184623 bytes, checksum: 0c5e6c7c43d174a3deca650eddeef06c (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Tendo como cenário o ambiente competitivo para atração de investimentos que as cidades brasileiras estão inseridas, este trabalho de pesquisa busca propor uma ferramenta de auxílio à tomada de decisões que, aliada aos planejamentos estratégicos municipal, regional e/ou Estadual, possa subsidiar os gestores públicos no momento em que estes pleitearem por investimentos em infra-estrutura de transportes para suas regiões. Esta dissertação versa sobre as Plataformas Logísticas, locais onde um ou mais modais de transporte são reunidos e que possuem uma série de serviços correlatos que agregam valor à função transporte da cadeia de suprimentos. De acordo com a literatura pesquisada, as Plataformas Logísticas possuem diversas tipologias e características intrínsecas que favorecem a sua implantação em determinada situação. Baseada nesta constatação foi elaborada uma classificação das Plataformas Logísticas. Também foram extraídos da revisão bibliográfica procedimentos e características que devem ser levados em consideração quando da implantação de Plataformas Logísticas. De posse destes dados, foi proposto um framework para análise de implantação de plataformas logísticas, baseado na infra-estrutura de transporte existente num município ou de acordo com os objetivos para a área de transportes definidos pelo seu plano diretor. O conteúdo empírico, referente ao diagnóstico e planejamento estratégico do município de Bauru/SP, realizado no ano de 2005, desempenhou um papel ilustrativo para o framework proposto. Dessa forma, pretende-se que os gestores públicos possam estabelecer uma correlação entre a infra-estrutura e características de produtos de suas regiões com a tipologia de Plataforma Logística mais apropriada para ser implantada em seus municípios, proporcionando um melhor uso do dinheiro público e tornando as cidades atrativas... / Considering the competitive environment for investments appeal that the Brazilian cities are inserted, this research aims to propose a decision-making tool, to be used along with the municipal, regional and/or state strategic planning, hopping it can subsidize the public agents and policy-makers at the moment they will contest for investments in transportation infrastructure for their regions. This dissertation is about together and that possess a series of associated services that aggregate value to the transport function on the supply chain. According to the researched literature, the Logistics Platforms possess diverse typologies and inherent characteristics that favor to its implementation in determined situation. Based on this verification a Logistics Platforms classification was elaborated. It was also extracted from the bibliographical revision procedures and characteristics that should be led in consideration on the occasion of a Logistics Platforms implementation. Though, a framework for analysis of logistics platforms implementation was proposed, based on the existing transportation infrastructure a town has, or according to the objectives the City Transportation Bureau defined on its director planning. The empirical content, regarding the diagnosis and strategic planning of the town of Bauru/SP, carried out in the year of 2005, performed a purely illustrative case for the framework proposed. This way, it is expected that the public agents and policy-makers can establish a correlation between the infrastructure and the characteristics of the products of their regions with the more appropriate Logistic Platform typology to be implanted in their towns, providing a better use of the public money and making the cities look more attractive to the investor's eyes, regarding the transportation infrastructure.

O presente trabalho investiga a apropriação pelo meio jornalístico brasileiro dos ereader's e tablet's, em especial o Kindle e o iPad, desenvolvendo uma análise semiótica da transição dos jornais impressos para essa plataforma digital, os códigos gráficos que são utilizados nos jornais impressos transpostos para o meio digital, o hábito da leitura do jornal, usabilidade e os gadgets disponíveis no mercado no período da pesquisa, bem como o levantamento das características técnicas e funcionalidades dos mesmos. A análise questiona o impacto que esses meios digitais podem ter junto ao meio impresso e em relação à Regra dos 30% teorizada por Alan Mutter. Esse estudo está focado em entrevistas com os editores dos jornais Zero Hora, Pioneiro, Diário Catarinense, Jornal de Santa Catarina, A Notícia, Diário de Santa Maria, O Globo e Estadão. Por fim, é feita uma análise de como esse movimento eletrônico pode levar informação de outra maneira aos leitores, abrindo novas perspectivas para as empresas jornalísticas que empregam esta tecnologia e como estas estão percebendo isso. / This study investigates the recognition of the journalistic media of Brazil's e-reader's tablet and in particular the Kindle and iPad in Brazilian journalism, developing a semiotic analysis of the transition from print newspapers to this digital platform, the graphic codes that are used in the printed newspapers transposed to the digital media, the habit of reading newspaper, usability and the available gadgets in the market in this period of research, and lifting of the technical characteristics and features that they have. The analysis questions the impact that these digital medias can on the print media and about the Rule of 30% theorized by Alan Mutter. This study focuses on interviews with the editores of the newspaper Zero Hora, Pioneiro, Diário Catarinense, Jornal de Santa Catarina, A Notícia, Diário de Santa Maria, O Globo and Estadão. Finally, it examines how this movement of electronic information can lead information to the readers in another way, opening new opportunities for newspaper companies and how these are noticing this.

abstract: Public organizations have been interested in tapping into the creativity and passion of the public through the use of open innovation, which emphasizes bottom-up ideation and collaboration. A challenge for organizational adoption of open innovation is that the quick-start, bottom-up, iterative nature of open innovation does not integrate easily into the hierarchical, stability-oriented structure of most organizations. In order to realize the potential of open innovation, organizations must be willing to change the way they operate. This dissertation is a case study of how Arizona State University (ASU), has adapted its organizational structure and created unique programming to incorporate open innovation. ASU has made innovation, inclusion, access, and real world impact organizational priorities in its mission to be the New American University. The primarily focus of the case study is the experiential knowledge of administrative leaders and administrative intermediaries who have managed open innovation programming at the university over the past five years. Using theoretical pattern matching, administrator insights on open innovation adoption are illustrated in terms of design stages, teamwork, and ASU's culture of innovation. It is found that administrators view iterative experimentation with goals of impact as organizational priorities. Institutional support for iterative, experimental programming, along with the assumption that not every effort will be successful, empowers administrators to push to be bolder in their implementation of open innovation. Theoretical pattern matching also enabled a detailed study of administrator alignment regarding one particular open innovation program, the hybrid participatory platform 10,000 Solutions. Creating a successful and meaningful hybrid platform is much more complex than administrators anticipated at the outset. This chapter provides administrator insights in the design, management, and evaluation of participatory platforms. Next, demographic assessment of student participation in open innovation programming is presented. Demographics are found to be reflective of the university population and provide indicators for how to improve existing programming. This dissertation expands understanding of the task facing administrators in an organization seeking to integrate open innovation into their work. / Dissertation/Thesis / Doctoral Dissertation Public Administration 2016

Background: In the advent of multi-sided platforms defying traditional business models, sustaining long-term scale and success of platforms remains a great challenge to date. At the same time, customer engagement prevails as a superior factor enhancing customer loyalty in the current relationship marketing theory. Hence, utilizing customer engagement as a social tool to attract and sustain users could pose an appropriate answer for the struggles of platform businesses. Purpose: The purpose of this study is to validate context-specific relationships of customer engagement within a nomological network for multi-sided platform settings. By doing so, we particularly want to investigate context- specific antecedents in MSP settings leading to customer engagement and subsequently test its potential outcome of the continued use of the platform. Approach: By employing the pioneering example of Korea’s ubiquitous multi-sided platform KakaoTalk, we constructed a context-specific nomological network around customer engagement based on the platform’s perceived functionalities and characteristics. Applying structural equation modeling, we investigated our theorized path relationships between the major constructs of our research model. Findings: Our results suggested that the theorized context-specific nomological network around customer engagement can be validated in multi-sided platform settings. Hereby, customer engagement functioned as a strong predictor of user loyalty without being influenced by other relational constructs represented by relationship commitments. Additionally, a platform’s utility and especially its social experience embodied substantial factors that initially lead to customer engagement in the first place. Conclusion: Implications for this study contribute to both practitioners and scholars. While platform managers are guided with practical ideas to exploit customer engagement, the general literature of customer engagement is supported with a contextual study validating the applicability of the nomological network around customer engagement in the setting of multi- sided platforms.

With the emergence of the concept of crowdfunding, a new alternative has arisen for non-profit organizations to procure funding for their cause. But several of the issues plaguing non-profits still remain. Attracting people to give in the first place is one major challenge, but retaining the relationship and keeping the donors giving is an even bigger one. This thesis delves into the issue of getting donors to sustain their giving, more commonly known as donor retention. More specifically, this thesis aims to identify what factors are important when aiming to improve donor retention in both charity and crowdfunding contexts. Additionally, the thesis explores what is important in the general structure and content of a non-profit crowdfunding platform, and what possible measures can be taken in order to improve donor retention through the platform. This was achieved by conducting a literature study in the field of donor retention in both a charity as well as crowdfunding context to find important factors as well as measures to be considered. In parallel, 15 interviews were conducted to gather insights on the attitudes, donation habits and motivations of people who had previous experience of giving to charity. In sequence with the interviews, 15 user tests on the crowdfunding platform of the non-profit organization Help to Help were performed. The user tests aimed to evaluate and collect donors' opinions and conceptions of the contents and layout of an existing non-profit crowdfunding platform. From the literature study several factors found to improve donor retention were identified. These were: satisfaction, trust, commitment and involvement. The literature study, interviews and user tests resulted in finding a large number of possible actions to take when constructing a non-profit crowdfunding platform. The measures were summarized and condensed into a collection of recommendations and considerations to take when designing such a platform to increase donor retention. The thesis also identified that crowdfunding components can make a charity website appear more transparent and innovative. Additionally, the thesis found that many donors continue to donate based on their initial conviction. Where the ability to provide proof of where the donations end up and ability to appear transparent were the most cited reasons for deciding to support an organization.