El presente Trabajo de Investigación tiene como finalidad plantear el desarrollo de una Plataforma de Auto Decoración que permite al usuario poder decorar su hogar sin la necesidad de contratar los servicios de un decorador. Esta propuesta estará dirigida al NSE B y C de Lima Metropolitana. Los sondeos de mercado realizados permitieron validar la viabilidad del modelo de negocio propuesto, así como la propuesta de valor del mismo, tanto para el consumidor final (Business to Consumer) como para los comercios locales de venta de artículos decorativos que sean parte de esta plataforma (Business to Business). Para desarrollar este modelo de Startup, se requerirá de una inversión inicial de S/.116,550 nuevos soles, donde la mayor inversión estará destinada al programa principal de la plataforma: Realidad Aumentada. En cuanto a los ingresos, se considera que se obtendrán tanto por parte del Business to Consumer (B2C) como del Business to Business (B2B) y los gastos, la mayor parte estará destinada a los gastos de Marketing Online y Offline, acciones comerciales y el mantenimiento de la plataforma digital. La estrategia del plan de negocio estará enfocada en desarrollar un sólido plan de marketing online y offline basado en la Experiencia, Exchange, Evangelism y Everyplace del Marketing Mix con la finalidad de: generar audiencia de consumidores potenciales, generar acuerdos comerciales con empresas locales de venta de artículos decorativos, a través de una plataforma que sea simple e intuitiva gracias a la tecnología de la Realidad Aumentada. / The following Research Work is about the creation of a Self-Decoration Platform that will allow users to decorate their own spaces without the need to hire an interior decorator. This business plan is aimed to people for the Socio-economic Level B and C of Lima Metropolitana. A market research was made to ratify the viability of this Business Plan and the value proposition for both the business-to-consumer and business-to-business. To develop this Startup Model, it will require an initial investment of S/.116,550 nuevos soles. The highest investment will be related to the main component of the platform: Augmented Reality. About the revenues, will be derived from the Business to Consumer (B2C) and from the Business to Business (B2B). On the other hand, the expenditure will mostly be from the Marketing Online and Offline, the commercial activities and maintenance of the digital platform. The strategy of this Business Plan is focusing on building a Marketing Online and Offline based on the Experience, Exchange, Evangelism and Everyplace of the Marketing Mix. The aim is to generate audience of potential customers, generate commercial agreements with local enterprises that sales decorative products that will become our principal stakeholders. All this will be done through a simple and intuitive digital platform thanks to the Augmented Reality. / Trabajo de Investigación

The research for this thesis "Options for Developing a New Mid Micron Value Proposition for Consumers", is a part of a larger "New Mid Micron Products" project initiated by Mid Micron New Zealand Inc with the key goal of turning the Mid Micron Sector into a more vibrant and profitable one. The motivation for the project can be found in the dramatic fall in demand for New Zealand Mid Micron wool over the past decade. Two dominant causes for the fall in demand for Mid Micron wool were identified: the substandard skin comfort of final products made from Mid Micron wool, and a problem with the structure of the Mid Micron Sector. These problems are addressed in the "New Mid Micron Products" project that combines new product development and new marketing initiatives. Product development involved the use of new spinning technology to improve skin comfort quality and develop new products that are softer and prickle free. The aim is to extract more value for woolgrowers by having the wool converted into a higher value product. The new marketing initiatives, which were identified in this thesis research, Focusing On New Market Segments via E-Commerce and Reconfiguring The Value Chain, and concentrate on the operational issues of capturing the value from the newly developed Mid Micron products. Taking into account the nature of the overall Mid Micron Project and type of developed products, this research identified the Operational Excellence and Product Leadership models as alternative routes to develop a new Mid Micron Value Proposition for consumers. Operational Excellence, and the associated Cost Leadership strategy, is a low capital investment option, while Product Leadership and the associated Differentiation strategy is a high capital investment option. The models' principles and their elements, products, price and delivery to market, are evaluated in the context of the Mid Micron Business.

La Grammaire Générale et Raisonnée de Port-Royal (1660) adopte une représentation logique de la proposition : sujet-est-attribut. Le verbe être, à la troisième personne et à l'indicatif, est appelé verbe substantif, il préexiste à tous les autres verbes, appelés adjectifs, ainsi Pierre vit est équivalent à Pierre est vivant. Ce modèle propositionnel engendre deux contraintes considérables dans la description des constructions verbales. Premièrement, la définition du verbe substantif évacue toute théorie de la transitivité. Deuxièmement, la réécriture logique de tout verbe en est suivi du participe présent, bloque la reconnaissance d'un syntagme nominal dépendant du verbe. Les grammairiens du français, tiraillés entre l'acceptation de cette structure comme implication du programme de la grammaire générale et le constat de son inadéquation, vont adapter ce modèle. Il fait alors l'objet de différents remaniements, du point de vue de la définition du verbe et des constituants de la proposition. Ce sont précisément ces aménagements qui vont permettre l'émergence de la catégorie fonctionnelle de « complément » ainsi que celle de « verbe transitif ». Pour ce qui est du complément, la notion va s'élaborer en interférence avec celle, ancienne, de « régime », à l'aide du concept de « détermination » provenant de la logique. Pour ce qui est du verbe, les critères mêlés du classement latin en cinq « genres » : actif, passif, neutre, commun, déponent, vont être séparés jusqu'à l'émergence des classes modernes de verbe transitif direct et indirect vs verbe intransitif au milieu du 19ème siècle.

Cette thèse a pour objectif de répondre à deux questions fondamentales sur la compréhension du langage :<br />Quelle stratégie adopte le lecteur lorsqu'il rencontre une ambiguïté ?<br />Quelles sont les informations utilisées pour résoudre une ambiguïté syntaxique ?<br />Les modèles actuels de la compréhension de phrases ne permettent pas de rendre compte de l'ensemble des données inter-langues observées dans le cas de l'attachement d'une Proposition Relative (PR) ambiguë. Une série d'expériences a donc été réalisée afin de déterminer les facteurs responsables de l'attachement d'une PR. Nous avons utilisé la technique d'enregistrement des mouvements oculaires afin d'appréhender le décours temporel des opérations qui ont lieu pendant la lecture. Nous avons observé que la longueur des constituants influence la préférence d'attachement d'une PR (Expériences 1-4). Pour rendre compte de ces résultats, nous faisons l'hypothèse que certains attachements peuvent être laissés en suspens (sous-spécifiés) en attendant que l'information désambiguïsatrice soit disponible. À partir de cette hypothèse, nous avons implémenté un modèle qui nous permet de simuler nos résultats et de faire de nouvelles hypothèses quant aux facteurs susceptibles d'influencer la préférence d'attachement d'une PR. Ces prédictions ont été vérifiées dans l'Expérience 5. L'idée qu'en cas d'ambiguïté syntaxique, la décision syntaxique peut être reportée est développée dans la théorie Construal (Frazier et Clifton, 1996). Cependant, contrairement à notre modèle qui prédit que tous les constituants peuvent recevoir une description sous-spécifiée, la Construal propose que seules les relations non primaires reçoivent une analyse sous-spécifiée, les relations primaires recevant immédiatement une analyse syntaxique unique et spécifiée. Les Expériences 6-11 révèlent que la distinction entre relations primaires et non primaires proposée par la Construal n'est pas pertinente et nous permettent de conclure en faveur de notre modèle.

A proposition ontology occupies a potentially rich and foundational place in a good deal of contemporary philosophical theorizing. Some of the biggest roadblocks to a wider acceptance and employment of propositions have been legitimate worries about their nature, or ontological "explanatory" power of theories that employ them. This dissertation attempts to understand and construct a deflationary or minimalist understanding of the notion of a proposition and its theoretical roles. On the basis of this understanding, following Stephen Schiffer (2003), I attempt to construct an ontology of propositions -focusing on general propositions- which avoids or dissolves the most pressing worries about their ontological nature, and the epistemological and explanatory statuses of propositions. In chapter one, I discuss the primary theoretical motivations for positing propositions, and argue for a general set of ontological constraints that fall out of a consideration of entities posited according to these motivations. In chapter two, after arguing that propositions are substantially ontologically independent of mind and language, I argue that propositions are conceptually mind- dependent, but that conceptual dependence of this kind does not amount to any sort of ontological dependence. In chapter three, drawing heavily on the work of Stephen Schiffer (2003), I substantially address the epistemological worries about propositions, arguing that propositions are pleonastic entities whose natures and existence we can know simply by reflecting on our proposition- introducing linguistic practices. In chapter four, I argue that propositions may or may not, in virtue of their status as pleonastic entities, play any substantial explanatory role, but that by utilizing the notion of a proposition, which, according to the pleonastic conception of them, guarantees their existence independent of our practices, is useful and perhaps indispensable to certain of our communicative and epistemic practices. Our propositional linguistic practices, involving essentially our reference to propositions, are thus pragmatically justified.

The current heated national debate over immigration policy is a reminder of the contentious relationship the United States historically has had with its immigrant population, especially those who enter the country without proper documentation. For example, a major issue confronting California voters in 1994 was Proposition 187, a plan to deny social services to the state’s undocumented immigrants, the vast majority of whom were nonwhite. In this study, I argue that this issue took place during an immigration “panic,” one of several that took place in the United States during the 20th century. In these “panics,” which also occurred in the 1930s, the 1950s and the 1970s, undocumented immigrants served as convenient scapegoats for larger social ills. A significant and under-researched aspect of these events was the role played by the major U. S. mainstream media in perpetuating this scapegoating process. The study takes an in-depth look at how the New York Times and the Los Angeles Times covered the 1994 debate over Proposition 187, which occurred during the most recent of these immigration panics. It concludes that these newspapers’ coverage of 187 was shaped by the discourse of California’s elite politicians (both liberal and conservative) that focused on the predominantly non-white population of undocumented immigrants as “the problem.” By framing the undocumented as deviant, this coverage helped perpetuate the elite “blame the victim” discourse that diverted public attention from other issues facing the state, such as the fact that California was enduring its most significant recession since the Great Depression. / text

Šimkevičienė, D. (2008) Didmeninės prekybos įmonės ir jos atstovaujamų prekių ženklų žinomumo vaidmuo formuojant vertybinį pasiūlymą darbuotojams. Magistratūros baigiamasis darbas. Vilnius: ISM Vadybos ir ekonomikos universitetas. Darbo tikslas – Nustatyti didmeninės prekybos įmonės ir jos atstovaujamų prekės ženklų žinomumo reikšmę renkantis didmeninės prekybos įmonę, kaip darbdavį. Darbo dalys. Pirmajame darbo etape atlikta mokslinės literatūros analizė ir apibendrinimas. Joje išnagrinėta darbdavio, kaip prekės ženklo žinomumo vertė esamiems ir potencialiems darbuotojams. Taip pat darbuotojų įsitraukimo į darbdavio prekės ženklo kūrimą svarba ir prekių ženklų architektūros tipai. Šio etapo rezultatas – nustatyti patrauklaus darbdavio prekės ženklo kūrimo atributai ir įvardintas prekių ženklų architektūros tipas atitinkantis didmeninės prekybos įmones. Antrajame šio darbo etape empiriniu tyrimu nustatyta kokį svorį didmeninės prekybos įmonės darbdavio pasiūlymo krepšelyje sudaro kompanijos ir jos atstovaujamų prekės ženklų žinomumas. Rezultatai. Tyrimas leido nustatyti ir įvertinti didmeninės prekybos įmonės ir jos atstovaujamų prekės ženklų žinomumo santykinį suvokiamą naudingumą renkantis didmeninės prekybos įmonę, kaip darbdavį, bei per matuotus atributus įvertinti kompanijos ir jos atstovaujamų prekių ženklų žinomumo lygius, kurie buvo išreikšti per atlyginimo dydį procentais. Darbo mokslinė reikšmė. Išnagrinėti iki šiol mažai tirti ryšiai tarp didmeninės prekybos įmonės... [toliau žr. visą tekstą] / Šimkevičienė, D. (2008) The role of brand recognition and brands representing a distribution company in modelling employee value propositions. Final Master‘s Thesis. Vilnius: ISM University of Management and Economics. Objective of the Thesis: to identify the significance of brand recognition and brands representing a distribution company in selecting a distribution company as an employer. Parts of the Thesis. The first phase of the Thesis included the analysis of scientific literature and summary. During this phase, the analysis of an employer’s value as brand recognition for current and potential employees was executed. The importance of involvement of employees into the employer’s branding, and types of brand architecture were highlighted. The outcome of this phase of the Thesis is: identification of attributes an engaging employer branding; specification of the type of brand architecture complying with the distribution companies. During the second phase of the Thesis the empiric survey provided for specification of standing of a company’s brand recognition and representing brands in the employer’s package offer of a distribution company. Outcomes. The survey provided for the identification and evaluation of relative perceptible utility of brand recognition and brands representing a distribution company in selecting a distribution company as an employer; and evaluation, through the measured attributes, the levels of brand recognition and brands representing a company... [to full text]

Forskare och praktiker är överens om att digital tjänsteinnovation är en absolut nödvändighet för organisatorisk överlevnad. Att tillämpa ett tjänsteperspektiv vid innovationsarbete är emellertid inte någon mindre förändring. Det är ett paradigmskifte där traditionella ideal ersätts med nya. Det nya tjänsteorienterade idealet påverkar också den organisatoriska innovationsprocessen och dess resultat. Resultatet förändras bland annat genom att fokus i den digitala innovationsprocessen flyttas från produkt till ett digitalt värdeerbjudande som består av ett antal olika komponenter och resurser. Något som är viktigt för att förbättra möjligheter för att effektivisera den digital tjänsteinnovationsprocessen. Problemet vi adresserar är att det saknas kunskap om vilka komponenter ett tjänsteorienterat värdeerbjudande består av i en i en IT-kontext. Att okritiskt tillämpa kunskap identifierad i en kontext till en annan är problematiskt eftersom attribut i kontexter kan skilja sig åt. Problemet får stöd av nyligen publicerade forskningsresultat som efterfrågar fler studier om värdeerbjudandets uppbyggnad i olika kontexter. Syftet med denna kandidatuppsats inom informatik är att undersöka hur det digitala värdeerbjudandet sätts samman i en tjänsteorienterad IT-kontext. För att uppfylla syftet har vi följt fallstudiemetoden där fyra anonymiserade organisationers digitala värdeerbjudanden har studerats. Data har samlats in genom granskning av relaterad litteratur, samt semistrukturerade intervjuer med fyra respondenter med olika roller från respektive organisation. Inför de semistrukturerade intervjuerna har en intervjuguide tagits fram utifrån konceptuell modell som baserats på tidigare forskning inom området. Resultatet visar att värdeerbjudandet i en IT-kontext består av tio komponenter, grupperade i tre dimensioner. Fem av dessa metoder är signifikanta för tillämpningen av befintliga ramverk vanligt förekommande inom IT-kontexten. Studiens resultat visar att ett värdeerbjudandets komponenter i en IT-kontext inkluderar följande processer: tjänsteportföljsprocessen, business relationship management, incidenthantering, tillgänglighetshantering, samt change management. Den empiriska studien resulterade även i framtagande av en konceptuell modell av ett digitalt värdeerbjudande. / Scientists and practitioners agree that digital service innovation is an absolute necessity for organizational survival. Applying a service dominant logic to innovation work, however, is not a minor change. It is a paradigm shift where traditional ideals are replaced with new ones. The new service-dominant ideal also affects the organizational digital innovation process and its results. The result is, among other things, changing the focus of the digital innovation process from product to a digital value proposition consisting of a number of different components and resources. Something that is important for improving opportunities to streamline the service innovation process. The problem we address is that there is no knowledge of which components a service-dominant value propositions consists of in an IT context. Uncritically applying knowledge identified in context to another is problematic because attributes in context can differ. The problem is supported by recently published research results that demand more studies about the value proposition structure in different contexts. The purpose of this report is to investigate how the value proposition is put together in a service-dominant IT context. In order to fulfil the purpose, we have followed the case study methodology where four anonymous organizations' value propositions have been studied. Data has been collected by reviewing related literature as well as semi structured interviews with four respondents with different roles from each organization. Before the semi structured interviews, an interview guide has been developed based on a conceptual model based on previous research in the field. The result shows that the value propositions in an IT context consists of ten components grouped into three dimensions. Five of these methods are significant for the application of existing frameworks commonly used in the IT context. The study results show that value propositions components in an IT context include the following processes: service portfolio process, business relationship management, incident management, availability management and change management. The empirical study also resulted in the development of a conceptual model of a digital value proposition.

Esta pesquisa apresenta investigações teóricas interseccionais à produção de “proposições sonoras” (agrupadas em CDs de áudio) que podem ser desdobradas em instalações, ações, intervenções, vídeos, fotografias, textos e desenhos. Para tanto, busca-se pensar ressonâncias, intersecções, desvios e deslocamentos entre sons, textos e contextos, propondo articulações entre algumas questões que atravessam minha produção, perguntas que partem das proposições realizadas. São elas: como articular relações entre a palavra (escrita e falada), a leitura e a escuta através de minhas proposições? Como colocar a escrita e a escuta em suspensão? Como oscilar ou suspender um texto? Como propor uma escuta que perceba e pense modulações entre barulho, ruído e rumor? Como propor uma escuta de silêncios? Como são concatenados meus CDs de áudio e de que modo ocorrem os desdobramentos das proposições sonoras em instalações, ações sonoras e vídeos? A nuvem de perguntas acima dialoga com uma série de autores e está atrelada a trabalhos agrupados em três blocos co-implicados: “Palavra pênsil”, “Barulho, ruído e rumor” e “Silêncio acústico”. Nesses blocos, aborda-se: o uso de palavras em proposições artísticas, que pressupõe um processo de escrita em que a palavra ocupa espaço e solicita tempo, que pende e se torna “palavra-partitura”, catalisando desdobramentos sonoros e experiências acústicas; a questão da escuta, propondo-se estremecê-la e exercitá-la como uma escuta que absorve os ruídos do entorno, que percebe e reinventa variações entre barulho, ruído e rumor (palavras-conceitos definidos a partir de suas espessuras etimológicas e a partir das proposições apresentadas); investigações em torno de conceitos de silêncio: o silêncio enquanto suspensão de sentido, rumor incessante e uma espécie de silêncio que transita semanticamente na própria escuta. / This study presents intersectional theoretical research about the production of “sonorous propositions” (grouped in audio CDs) that can be applied in installations, actions, interventions, videos, photographs, texts and designs. To do so, it considers resonances, intersections, deviations and movement between sounds, texts, and contexts, proposing articulations between questions that are raised in my production that spring from the propositions realized. They are: how to articulate relations between the word (written and spoken) and reading and listening through my propositions? How can writing and listening be placed in suspension? How can a text be oscillated or suspended? How can a listening be proposed that perceives and considers modulations between noise, din and rumbling? How can a listening to silences be proposed? How are my audio CDs concatenated and in what way are the sonorous propositions developed in the installations, sonorous actions and videos? This cloud of questions dialogs with a series of authors and is related to works grouped in three related sets: “Suspended word,” “Noise, din and rumble” and “Acoustic silence.” Within these sets the use of words in artistic propositions is approached, which presupposes a writing process in which the word occupies space and solicits time, which becomes suspended and becomes a “word-score,” catalyzing sonorous developments and acoustic experiences; the question of listening proposes to rattle and exercise it as a listening that absorbs the surrounding din, which perceives and reinvents variations between noise, din and rumble (conceptual words defined by their etymological depth and based on the propositions presented); investigations around the concepts of silence: silence as suspension of sense, incessant rumble and a type of silence that semantically travels within listening itself.

Submitted by Henrique Campos (henriquedecamposjunior@gmail.com) on 2014-03-17T15:33:48Z No. of bitstreams: 1 Percepção de Adoção de Instrumentos de Mensuração de Resultados de Marketing e Maturidade da Indústria 20140310 - escalas de cinza.pdf: 2361856 bytes, checksum: 9c9fe2d336591f53d373cf288b704cbe (MD5) / Rejected by PAMELA BELTRAN TONSA (pamela.tonsa@fgv.br), reason: Prezado Henrique, Segundo as normas da ABNT não teria a quinta pagina Por gentileza retirar. A dedicatória precisa ser no meio da folha no cabeçario e não no rodapé. Qualquer duvida estou a disposição. 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No. of bitstreams: 1 Percepção de Adoção de Instrumentos de Mensuração de Resultados de Marketing e Maturidade da Indústria 20140317 - escalas de cinza.pdf: 2366488 bytes, checksum: cd060d2b3a76476c02d78f3e1d7d39e2 (MD5) Previous issue date: 2014-02-24 / This thesis studies the Perceived Adoption of Marketing Results Measuring Instruments (PAIMRM) and its relation to Industry Maturity (MI) to which companies belong. Its main objectives are (1) to develop and validate a scale of PAIMRM, and (2) to test a theoretical model that relates PAIMRM with MI. These objectives also unfold into secondary objectives, which are: (A) discuss the implications of this theoretical model in different stages of MI and (B) test a similar theoretical model that relates PAIMRM and Company Maturity (ME). For this 385 questionnaires were collected from Marketing executives in various companies and different waves of collection. First a scale of PAIMRM with 16 items and 6 dimensions was developed and validated by a procedure that included seven steps: (1) Conceptual Definition of the Construct, (2) Generation of Items, (3) Content Validation, (4) Definition Dimensions, (5) Data Analysis, (6) nomological validity, (7) Known Groups Validity . In step 6, two hypotheses were tested and supported by two structural equation models. The first model supported the relationship between PAIMRM and MI (H1), with good model fit to the data, while the latter supported the relationship between PAIMRM and ME (H1.b) with reasonable model fit to the data. In step 7, three hypotheses were tested using analysis of differences between means and analysis of categorical variables, to three known groups: low MI , medium MI and high MI. It is common in industries with low MI concerns for the lack of infrastructure, technology and market definition, explaining the expectation that PAIMRM in nonmature industries is low. At intermediate MI stages, the companies in an industry underwent ‘natural selection’ and some of the issues that define the business model 12 were answered, but not systematic nor assimilated by managers, so that the time and effort taken to evaluate corporate performance is greater, resulting in increased PAIMRM, explaining the expectation that PAIMRM is higher in mature industries. Finally, in subsequent stages of MI, consolidation of business models, assimilation of knowledge gained from previously acquired information and the relative decline of changes in the industry environment, reduce the effort to track the business, it is supposed that PAIMRM is low in mature industry. The hypothesis that PAIMRM is low when MI is low (H2.a) was supported by both tests, while the hypothesis that PAIMRM is high when MI is medium (H2.b) and PAIMRM is low when MI is high (H2.c) were not supported. Managerial implications include specific decisions to adopt instruments for measuring marketing results for each MI stage, since such decisions are influenced by both the maturity of the industry in which the company operates and the company's own maturity. / Nesta tese estuda-se a Percepção de Adoção de Instrumentos de Mensuração de Resultados de Marketing (PAIMRM) e a sua relação com a Maturidade da Indústria (MI) à qual as empresas pertencem. Seus objetivos gerais são (1) desenvolver e validar uma escala de PAIMRM, e (2) testar um modelo teórico que relacione PAIMRM com MI. Estes objetivos também se desdobram em objetivos secundários: (A) discutir as implicações deste modelo teórico em diferentes estágios de MI e (B) testar um modelo teórico semelhante que relacione PAIMRM e Maturidade da Empresa (ME). Para isto foram utilizados 419 questionários coletados junto a executivos de Marketing de diversas empresas e em diferentes ondas de coleta. Primeiramente uma escala de PAIMRM com 16 itens e 6 dimensões foi desenvolvida e validada utilizando um procedimento que incluiu sete passos: (1) Definição Conceitual do Construto; (2) Geração dos Itens; (3) Validação de Conteúdo; (4) Definição de Dimensões; (5) Análise de Dados; (6) Validade Nomológica; (7) Validade de Grupos Conhecidos. No passo 6, duas hipóteses foram testadas e suportadas por dois modelos de equação estrutural. O primeiro modelo suportou a relação entre PAIMRM e MI (H1), com boa adequação do modelo aos dados, enquanto o segundo suportou a relação entre PAIMRM e ME (H1.b), com razoável adequação do modelo aos dados. No passo 7, três hipóteses foram testadas pela análise de diferenças entre médias e análise de variáveis categorizadas, para três grupos conhecidos: MI baixo, MI médio e MI alto. É comum em indústrias com MI baixo a preocupação pela falta de estrutura, tecnologia e definição de mercado, explicando a expectativa de que a PAIMRM em indústrias não maduras seja baixa. Em estágios intermediários, as empresas que compõem uma indústria passaram por uma ‘seleção natural’ e algumas das questões que definem o modelo de negócios foram respondidas, mas não sistematizada e nem assimilada pelos gestores, fazendo com que o esforço dispendido para avaliar o desempenho empresarial seja maior, o que resultaria em aumento da PAIMRM, explicando a expectativa de que a PAIMRM seja alta em indústrias medianamente maduras. Finalmente, em estágios subsequentes de MI, a consolidação dos modelos de negócios, assimilação de conhecimento advindo de informações anteriormente adquiridas e a relativa diminuição de alterações no ambiente da indústria, reduzem a necessidade de esforço para acompanhar os negócios, supõe-se que PAIMRM seja baixo em indústria maduras. A hipótese de PAIMRM baixo quando MI for baixo (H2.a) foi suportada pelos dois testes, enquanto a hipótese de PAIMRM alto quando MI for médio (H2.b) e PAIMRM baixo quando MI for alto (H2.c) não foram suportadas. Implicações gerenciais incluem específicas decisões de adoção de instrumentos de mensuração de resultados de marketing para cada estágio de MI, uma vez que tais decisões são influenciadas tanto pela maturidade da indústria na qual a empresa está inserida quanto pela própria maturidade da empresa.