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En la presente investigación se propuso como objetivo analizar las funciones del rebranding en el desarrollo de la consolidación de las lovemarks de cervezas peruanas Pilsen Callao y Cusqueña. Para ello, se planteó la hipótesis de que el proceso de rebranding contribuye en la consolidación de las lovemarks de las cervezas peruanas mencionadas. El enfoque de esta investigación fue cualitativo, tuvo un alcance descriptivo, el diseño fue no experimental del tipo transversal. La selección de muestra, fue un muestreo no probabilístico por conveniencia, y las técnicas que se usaron para esta investigación, fueron entrevistas semiestructuradas, además, se realizó un análisis documental por medio del instrumento de fichas de investigación. Los resultados obtenidos por medio de un análisis documental, tomando como referencia logotipo, etiqueta y empaque, tanto de la cerveza Pilsen, como de la cerveza Cusqueña respectivamente. Asimismo, se utilizó como apoyo las entrevistas a los expertos en la materia. Las conclusiones de esta investigación fueron que ambas marcas poseen una identidad visual cimentada, debido a sus estrategias de branding y packaging, con ello se tuvo todas las herramientas necesarias para el manejo adecuado de su proceso de rebranding. Asimismo, los procesos de rebranding fueron cuidadosos en el caso de estas empresas por tratarse de lovemarks posicionadas en el país. Finalmente, en las entrevistas con los expertos, se destacó que todos los diseñadores coincidían que para ejecutar exitosamente un proceso de renovación era necesario conocer todo el historial de la marca para así proyectarse en el mensaje que quería transmitir. / In this research, the objective was to analyze the functions of rebranding in the development of the consolidation of the lovemarks of Peruvian beers Pilsen Callao and Cusqueña. For this, the hypothesis that the rebranding process contributes to the consolidation of the Pilsen Callao and Cusqueña lovemarks has been put forward. The focus of this research was qualitative, had a descriptive scope, the design was non-experimental, of the transversal type. The sample selection was a non-probability sampling for convenience, and the techniques used for this investigation were semi-structured interviews, in addition, a documentary analysis was carried out using the instrument of investigation files. The results were by means of a documentary analysis, taking as a reference the logo, label and packaging of both Pilsen beer and Cusqueña beer, respectively. In addition, interviews with experts in the field were used as support. The conclusions of this research were that both brands have a cemented visual identity, due to their branding and packaging strategies, thus having all the necessary tools to manage their rebranding process. Also, the rebranding processes were careful in the case of these companies because they are lovemarks positioned in the country. Finally, in the interviews with the experts, we highlight that all the designers agreed that to successfully execute a rebranding process, it was necessary to know the entire history of the brand in order to project itself in the message that the brand wanted to convey. / Trabajo de investigación

Augmented Reality for smartphones, while still in its initial stages, has a great potential in relation to the future path of mobile marketing and has already shown significant market presence thus far. However, Augmented Reality is an almost new concept, but its basis and techniques have been used for years. By generating enthusiasm in the retail market, Augmented Reality presents many opportunities. Simulating virtual interaction in real-time for an unknown product, encourages customers to experience an advertisement. The sense enhancement that Augmented Reality provides over a real-world environment, might be either the result of the device's location or the environmental images surrounding the device. The latter is called vision Augmented Reality. This study aims to develop a vision-based Augmented Reality application for Android platforms. The idea is based on a proposal offered by a ProductPackaging company, which would like to develop a smartphone application in order to provide shoppers an idea regarding what is inside the package. However, this is only one of the numerous advantages that AR brings and the benefits of this technology appears to be almost limitless in relation toincreasing productivity for customers. Once the goal has been achieved, the application can be used to provide relevant information about the product suchas physical specification, ingredients, animated instruction manual, repair wizard and so on. The main focus of the entire implementation is on integrating an existing ARSDK and a Java rendering library so that they can cooperate together. In addition, the fundamentals associated with the Image Registration process, which is the basis of Augmented Reality, are addressed. Both the advantages and drawbacks of the implementation model are discussed in this paper as arethe problematic issues surrounding the execution steps.

Introdução: Os campos de tecido de algodão constituem uma das barreiras contra a invasão de micro-organismos nos sítios cirúrgicos dos pacientes e para proteção dos profissionais de saúde contra a exposição a fluidos orgânicos. Utiliza-se para cada procedimento, no mínimo, um pacote padrão composto por seis campos cirúrgicos duplos de algodão, um campo cirúrgico simples de algodão e um campo duplo de algodão para embalagem, que são reprocessáveis, denominado LAP cirúrgico. Objetivo: Mapear as etapas e atividades referentes ao processo de reprocessamento de campos de tecido de algodão duplos e simples integrantes dos pacotes de LAP cirúrgico e identificar o custo direto do reprocessamento de campos de tecido de algodão duplos e simples integrantes dos pacotes de LAP cirúrgico. Método: Pesquisa quantitativa, exploratória, descritiva, do tipo estudo de caso único, realizada no Hospital Santa Lucinda (HSL), Hospital de Ensino da Pontifícia Universidade de São Paulo. Calculou-se o custo direto multiplicando-se o tempo despendido por profissionais envolvidos no reprocessamento do pacote de LAP cirúrgico (Camareiras, Auxiliares e Técnicos de Enfermagem) pelo custo unitário da mão de obra direta (MOD), somando-se ao custo dos materiais. Para a realização dos cálculos utilizou-se a moeda brasileira (R$). Resultados: Foram mapeadas e validadas quatro etapas relativas ao reprocessamento de campos de tecido de algodão: processamento das roupas por lavanderia terceirizada, recepção das roupas no Serviço de Rouparia, montagem e esterilização dos pacotes de LAP cirúrgico e armazenamento dos pacotes de LAP cirúrgico no Centro de Material e Esterilização. O custo direto do reprocessamento, por pacote de LAP cirúrgico, correspondeu a R$ 23,09, sendo o custo com materiais o mais representativo (R$ 20,70 - 92,50%). Os custos, unitário e total, dos campos de tecido de algodão (duplo, duplo para embalagem e simples) impactaram predominantemente no custo total final dos materiais (R$ 19,02 -91,90%) utilizados. A partir do agrupamento das cirurgias/procedimentos relativos às 14 especialidades atendidas no HSL, considerando três meses típicos, estimou-se o consumo médio mensal de 1139 pacotes de LAP cirúrgico, totalizando R$ 33.226,51. Conclusão: O conhecimento do custo direto do reprocessamento do pacote de LAP cirúrgico poderá auxiliar nas tomadas de decisões em relação aos recursos envolvidos evitando desperdícios ao contribuir com elementos que propiciem o gerenciamento de custos / Introduction: Drapes made of cotton constitute one of the barriers against the invasion of microorganisms into the surgical sites of patients, while protecting health professionals against exposure to organic fluids. Per procedure, at least one standard package is needed, consisting of six double cotton surgical drapes, one simple cotton surgical drape and one double cotton drape for packaging, which may be reprocessed, named surgical LAP. Objective: Map the stages and activities regarding the process of reprocessing double and simple cotton drapes, composing the surgical LAP packages, and identify the direct cost for this reprocessing. Method: Quantitative, exploratory, descriptive, single-case study conducted at Hospital Santa Lucinda (HSL), a teaching hospital of the Pontifical Catholic University of São Paulo. The direct cost was calculated by multiplying the time spent by professionals involved in the reprocessing of surgical LAP packages (cleaners, nursing technicians and nursing aides) by the unitary cost of the direct workforce (DWF), added to the cost of the materials. The Brazilian currency (R$) was used in the calculations. Results: Four stages regarding the reprocessing of cotton drapes were mapped and validated: processing of clothes by an outsourced laundry, entry of the clothes into the Clothing Service, putting together and sterilizing surgical LAP packages and storing surgical LAP packages in the Material and Sterilization Center. The reprocessing direct cost, per surgical LAP package, corresponded to R$ 23.09, with the cost for materials being the most significant(R$ 20.70 - 92.50%). The costs, both unitary and total, for the cotton drapes (double, double for packaging and simple) had a predominant impact on the final total cost for the used materials(R$ 19.02 - 91.90%). Based on the grouping of surgeries/procedures regarding the 14 specialties available in the HSL, considering three typical months, a mean monthly consumption of 1139 surgical LAP packages was estimated, totaling R$ 33,226.51. Conclusion: Learning the direct cost for reprocessing surgical LAP packages may assist in making decisions regarding the resources involved in this process, thus avoiding waste by contributing with elements that enable the management of costs.

Introdução: Os campos de tecido de algodão constituem uma das barreiras contra a invasão de micro-organismos nos sítios cirúrgicos dos pacientes e para proteção dos profissionais de saúde contra a exposição a fluidos orgânicos. Utiliza-se para cada procedimento, no mínimo, um pacote padrão composto por seis campos cirúrgicos duplos de algodão, um campo cirúrgico simples de algodão e um campo duplo de algodão para embalagem, que são reprocessáveis, denominado LAP cirúrgico. Objetivo: Mapear as etapas e atividades referentes ao processo de reprocessamento de campos de tecido de algodão duplos e simples integrantes dos pacotes de LAP cirúrgico e identificar o custo direto do reprocessamento de campos de tecido de algodão duplos e simples integrantes dos pacotes de LAP cirúrgico. Método: Pesquisa quantitativa, exploratória, descritiva, do tipo estudo de caso único, realizada no Hospital Santa Lucinda (HSL), Hospital de Ensino da Pontifícia Universidade de São Paulo. Calculou-se o custo direto multiplicando-se o tempo despendido por profissionais envolvidos no reprocessamento do pacote de LAP cirúrgico (Camareiras, Auxiliares e Técnicos de Enfermagem) pelo custo unitário da mão de obra direta (MOD), somando-se ao custo dos materiais. Para a realização dos cálculos utilizou-se a moeda brasileira (R$). Resultados: Foram mapeadas e validadas quatro etapas relativas ao reprocessamento de campos de tecido de algodão: processamento das roupas por lavanderia terceirizada, recepção das roupas no Serviço de Rouparia, montagem e esterilização dos pacotes de LAP cirúrgico e armazenamento dos pacotes de LAP cirúrgico no Centro de Material e Esterilização. O custo direto do reprocessamento, por pacote de LAP cirúrgico, correspondeu a R$ 23,09, sendo o custo com materiais o mais representativo (R$ 20,70 - 92,50%). Os custos, unitário e total, dos campos de tecido de algodão (duplo, duplo para embalagem e simples) impactaram predominantemente no custo total final dos materiais (R$ 19,02 -91,90%) utilizados. A partir do agrupamento das cirurgias/procedimentos relativos às 14 especialidades atendidas no HSL, considerando três meses típicos, estimou-se o consumo médio mensal de 1139 pacotes de LAP cirúrgico, totalizando R$ 33.226,51. Conclusão: O conhecimento do custo direto do reprocessamento do pacote de LAP cirúrgico poderá auxiliar nas tomadas de decisões em relação aos recursos envolvidos evitando desperdícios ao contribuir com elementos que propiciem o gerenciamento de custos / Introduction: Drapes made of cotton constitute one of the barriers against the invasion of microorganisms into the surgical sites of patients, while protecting health professionals against exposure to organic fluids. Per procedure, at least one standard package is needed, consisting of six double cotton surgical drapes, one simple cotton surgical drape and one double cotton drape for packaging, which may be reprocessed, named surgical LAP. Objective: Map the stages and activities regarding the process of reprocessing double and simple cotton drapes, composing the surgical LAP packages, and identify the direct cost for this reprocessing. Method: Quantitative, exploratory, descriptive, single-case study conducted at Hospital Santa Lucinda (HSL), a teaching hospital of the Pontifical Catholic University of São Paulo. The direct cost was calculated by multiplying the time spent by professionals involved in the reprocessing of surgical LAP packages (cleaners, nursing technicians and nursing aides) by the unitary cost of the direct workforce (DWF), added to the cost of the materials. The Brazilian currency (R$) was used in the calculations. Results: Four stages regarding the reprocessing of cotton drapes were mapped and validated: processing of clothes by an outsourced laundry, entry of the clothes into the Clothing Service, putting together and sterilizing surgical LAP packages and storing surgical LAP packages in the Material and Sterilization Center. The reprocessing direct cost, per surgical LAP package, corresponded to R$ 23.09, with the cost for materials being the most significant(R$ 20.70 - 92.50%). The costs, both unitary and total, for the cotton drapes (double, double for packaging and simple) had a predominant impact on the final total cost for the used materials(R$ 19.02 - 91.90%). Based on the grouping of surgeries/procedures regarding the 14 specialties available in the HSL, considering three typical months, a mean monthly consumption of 1139 surgical LAP packages was estimated, totaling R$ 33,226.51. Conclusion: Learning the direct cost for reprocessing surgical LAP packages may assist in making decisions regarding the resources involved in this process, thus avoiding waste by contributing with elements that enable the management of costs.

This thesis investigates the feasibility of supervised learning models in the decision-making problem to package products and predict an optimal packaging solution. The decision-making problem was broken down into a multi-class classification and a regression problem using relevant literature. Supervised learning models from the field of logistics were shortlisted namely; Generalized Linear Models, Support Vector Machines, Random Forest and Gradient Boosted Trees using CatBoost. The performance of the models were evaluated based on relevant metrics, interpretability and ease of implementation. The results from this thesis show that the Random Forest model had the best performance on all the aforementioned criteria in both the classification and regression problems. / Denna avhandling undersöker möjligheten att genomföra övervakade inlärningsmodeller i syfte att förbättra beslutsprocessen kring produktpaketering samt att förutsäga en optimal förpackningslösning. Beslutsfattandeprocessen bröts ner i klassificeringsdelar samt ett regressionsproblem med hjälp av relevant litteratur. De övervakade inlärningsmodeller från logistikområdet som har använts är ”Generalized Linear Models”, ”Support Vector Machines”, ”Random Forest” och ”Gradient Boosted Trees using CatBoost”. Modellerna har utvärderades utifrån relevanta mätvärden, tolkbarhet och enkelhet avseende implementering. Resultaten i denna avhandling visar att ”Random Forest”-modellen har bäst prestanda på alla ovannämnda kriterier, både vad gäller klassificerings- och regressionsproblemen.

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Uma das variáveis que interfere na manutenção da esterilidade dos materiais diz respeito ao armazenamento. Muitas são as recomendações, oficiais ou não oficiais, feitas para a temperatura e a umidade relativa do ar (UR) desta área física, embora sem embasamento teórico ou experimental. Nem todos os hospitais possuem sistema que possibilite o controle da temperatura e da UR, e a área onde ficam dispostas as autoclaves, geralmente é contígua a área de guarda dos materiais esterilizados, liberando calor e vapor constantemente. Assim, o objetivo deste estudo foi avaliar e analisar os efeitos da alta umidade e da alta temperatura ambientais na contaminação do conteúdo de caixas cirúrgicas. Considerando que uma das funções das embalagens é manter a esterilidade do conteúdo, ainda que sob condições adversas, a recomendação para controle ambiental da área de armazenamento, a priori, teria uma importância secundária. Suscitou-se, então, a dúvida quanto à real importância da temperatura e da UR na contaminação dos artigos armazenados, após a esterilização em autoclave. Portanto, foi realizado um estudo experimental, em que caixas contendo instrumentais cirúrgicos e carreadores de porcelana foram embaladas em campo de algodão tecido, papel crepado, SMS e papel grau cirúrgico, autoclavadas, contaminadas externa e intencionalmente com Serratia marcescens 106 e armazenadas em ambiente com temperatura em torno de 35°C e UR em torno de 75%. Foram comparados com um grupo controle negativo armazenado em temperatura em torno de 20°C e UR em torno de 60%, parâmetros estes recomendados por várias literaturas. Após o período de 30 dias de armazenamento, os carreadores retirados do interior das caixas foram incubados e não foi observado crescimento bacteriano em nenhuma das amostras. Os resultados do experimento permitiram concluir que alta temperatura ambiental e alta UR não interferiram na capacidade de biobarreira das embalagens. / One of the variables which interfere in the maintenance of sterility in the materials is the storage. There are many official and not-official recommendations for temperature and air humidity control in the storage area, however without any theoretical or experimental basis. Some hospitals do not have a system that makes the control of temperature and humidity possible, and, in most cases, the sterilizing chambers are next to the storage area, constantly releasing heat and water vapour. Considering that one of the functions of the wraps is to maintain the sterility of the content, even under adverse conditions, the recommendations to have an environmental control in the storage area, a priori, would have a secondary importance. For these reason the doubt about the real importance of the temperature and humidity in the contamination of the materials stored after the autoclave sterilization arise. Therefore, an experiment was developed in which boxes with surgical instruments and cylinders carriers were packed in cotton sheets, crepe paper, SMS and surgical-grade paper, sterilized, and intentionally contaminated externally with Serratia marcescens 106 and stored in an environment with temperature around 35ºC and air humidity around 75%. This group was compared with another group, the negative control, stored in temperature around 20 ºC and air humidity around 60%. After a period of 30 days of storage, the carriers were removed from the boxes and incubated. No bacterial growth was detected in any of the samples. The experiment results allowed concluding that the high temperature and high air humidity do not interfere in the barrier efficiency of the packs.

Uma das variáveis que interfere na manutenção da esterilidade dos materiais diz respeito ao armazenamento. Muitas são as recomendações, oficiais ou não oficiais, feitas para a temperatura e a umidade relativa do ar (UR) desta área física, embora sem embasamento teórico ou experimental. Nem todos os hospitais possuem sistema que possibilite o controle da temperatura e da UR, e a área onde ficam dispostas as autoclaves, geralmente é contígua a área de guarda dos materiais esterilizados, liberando calor e vapor constantemente. Assim, o objetivo deste estudo foi avaliar e analisar os efeitos da alta umidade e da alta temperatura ambientais na contaminação do conteúdo de caixas cirúrgicas. Considerando que uma das funções das embalagens é manter a esterilidade do conteúdo, ainda que sob condições adversas, a recomendação para controle ambiental da área de armazenamento, a priori, teria uma importância secundária. Suscitou-se, então, a dúvida quanto à real importância da temperatura e da UR na contaminação dos artigos armazenados, após a esterilização em autoclave. Portanto, foi realizado um estudo experimental, em que caixas contendo instrumentais cirúrgicos e carreadores de porcelana foram embaladas em campo de algodão tecido, papel crepado, SMS e papel grau cirúrgico, autoclavadas, contaminadas externa e intencionalmente com Serratia marcescens 106 e armazenadas em ambiente com temperatura em torno de 35°C e UR em torno de 75%. Foram comparados com um grupo controle negativo armazenado em temperatura em torno de 20°C e UR em torno de 60%, parâmetros estes recomendados por várias literaturas. Após o período de 30 dias de armazenamento, os carreadores retirados do interior das caixas foram incubados e não foi observado crescimento bacteriano em nenhuma das amostras. Os resultados do experimento permitiram concluir que alta temperatura ambiental e alta UR não interferiram na capacidade de biobarreira das embalagens. / One of the variables which interfere in the maintenance of sterility in the materials is the storage. There are many official and not-official recommendations for temperature and air humidity control in the storage area, however without any theoretical or experimental basis. Some hospitals do not have a system that makes the control of temperature and humidity possible, and, in most cases, the sterilizing chambers are next to the storage area, constantly releasing heat and water vapour. Considering that one of the functions of the wraps is to maintain the sterility of the content, even under adverse conditions, the recommendations to have an environmental control in the storage area, a priori, would have a secondary importance. For these reason the doubt about the real importance of the temperature and humidity in the contamination of the materials stored after the autoclave sterilization arise. Therefore, an experiment was developed in which boxes with surgical instruments and cylinders carriers were packed in cotton sheets, crepe paper, SMS and surgical-grade paper, sterilized, and intentionally contaminated externally with Serratia marcescens 106 and stored in an environment with temperature around 35ºC and air humidity around 75%. This group was compared with another group, the negative control, stored in temperature around 20 ºC and air humidity around 60%. After a period of 30 days of storage, the carriers were removed from the boxes and incubated. No bacterial growth was detected in any of the samples. The experiment results allowed concluding that the high temperature and high air humidity do not interfere in the barrier efficiency of the packs.

Over the past decades, technological advancements have made everyday objects smart, and naturally, these developments have reached the packaging industry too. Packaging equipped with sensors and chips can provide new experiences to its customers and one of the technologies that has shown its potential to contribute to this is Near Field Communication (NFC). Previous implementations of NFC in product packaging were limited to higher-end products. However, production costs of the chips have dropped substantially and has led to more adaptations. With more and more products using the technology, more consumers will get exposed to NFC- enabled packaging. Generation Z is one of those consumer groups. Thus, this study aimed to explore how NFC technology embedded in product packaging can influence the user experience for Generation Z and their relationships with brands. To achieve this goal, a qualitative approach was implemented, and 5 semi-structured interviews were conducted to get an understanding of the members of the generation’s view on NFC-enabled packaging. Emerging themes included added value, brand image, ease of use, right product, and environmental concerns. The findings from this study revealed the potential of NFC-embedded packaging and highlights the benefits it can provide to Generation Z but also several pain points and considerations.