Adilene Alvares Mattia

Papel das relações interorganizacionais e da capacidade de inovação na propensão para exportar

Organizational resources, such as internal factors that drive the performance of organizations, indicate also a conceptual basis for explaining the propensity to export. This study presents some hypotheses in which some resources such as innovation capability, the size of the company, the companys affiliation to a local association, market orientation and relationships with suppliers are positively associated with the propensity to export. Using a logistic regression and Chi square tests on a sample of 223 furniture companies located in the state of Rio Grande do Sul (Brazil), 96 of them exporters, was identified two major factors relevant to the propensity to export. First, the relationship between size of companies and propensity to export is highly significant. Second, local interorganizational relationships present a significant effect on the propensity to export. Thus, the results indicate that, considering the resources studied, the local interorganizational relationships are probably the most important, because it may enable companies to access to various other types of resources and capabilities.

The retail trade’s image and consumer satisfaction: an exploratory study in a city located on the mountain range of the state of Rio Grande do Sul

Este estudo exploratorio desenvolve uma comparacao entre a imagem do comercio varejista e a satisfacao dos consumidores em uma cidade do interior do Estado do Rio Grande do Sul. A pesquisa foi realizada com 300 consumidores. Para fazer tal analise, utilizou-se um questionario estruturado, onde atributos relacionados a satisfacao dos consumidores em relacao aos servicos prestados pelo comercio local foram definidos a priori . Em acrescimo, foi empregado parte de um procedimento padronizado, a Tecnica de Configuracao de Imagem – TCI, que visa a analisar e compreender a estrutura das imagens do objeto identificado na mente dos entrevistados. Comparando-se os resultados da aplicacao das duas tecnicas, percebeu-se uma semelhanca entre as imagens centrais e o nivel de satisfacao dos consumidores em relacao a alguns conceitos. Por outro lado, nao se observou uma relacao entre o nivel de importância das variaveis estudadas e a imagem central dos entrevistados, ou seja, os atributos considerados mais importantes nem sempre fazem parte da imagem central do consumidor. Com base nos resultados, pressupoe-se que o nivel de satisfacao dos consumidores em relacao a um objeto pode influenciar diretamente a imagem que estes tem sobre este mesmo objeto. Palavras-chave: imagem, comercio varejista, satisfacao, consumidor.

ENOTURISMO E TERRITÓRIO: O CASO DO VALE DOS VINHEDOS (RS/BRASIL)

Three elements of local development are highlighted by tourism activity: the society, the environment and the economy, that are integrated and reinforce themselves mutually, on the context that the social and cultural diversity and the productive differentiation must be used as potential transformational resources and of local development. The Vale dos Vinhedos (Brazil) region has become the most important wine and oenology park in the country, that beyond producing wines also manifests itself as a oenotouristic destine. This study is characterized as an exploratory-descriptive, of quali-quantitative character, and constitutes a preliminar and exploratory analysis made under the light of a territorial development concept. From this analysis new research questions have been formulated that aim to further the territorial development of Vale dos Vinhedos, attaching the concepts of territory and territorial resources to the tourism life cycle model. We are able to verify, from the life cycle analysis, that the Vale dos Vinhedos is on the “Development” stage, which indicates a tendency of diminishing participation of the local community on the planning and decision making of the touristic development process.