Arcanjo Ferreira de Souza Neto

Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica

A relacao entre orientacao empreendedora, competencias diferenciadas de marketing e desempenho organizacional e aqui analisada tendo como objeto as empresas que atuam no setor de base tecnologica da Regiao Metropolitana do Recife (RMR), cenario reconhecido pela geracao de empreendimentos de servicos com tecnologias avancadas. Foi realizado um levantamento exploratorio dentre 59 empresas, classificadas por porte e maturidade. Uma forte orientacao empreendedora e a maturidade dessas empresas estao positivamente associadas a indices superiores de inovacao, proatividade e assuncao de risco, alem de implicarem em elevados niveis de competencia em marketing. Esses fatores revelam-se produtores de incremento de desempenho organizacional. Recomenda-se o desenvolvimento de programas de incentivo e de capacitacao que auxiliem a potencializar, de forma diferenciada, as expertises peculiares a vocacao e aos interesses estrategicos dos dirigentes, e a aperfeicoar a maturidade empreendedora vigente em empresas que atuam em setores de alta tecnologia.

Compreendendo os valores das marcas: aplicação da lista de valores em diferentes indústrias

What makes a brand desirable? There are plenty of evidence indicating that consumers make brand decisions based on the congruence between brand value and customer value. This study aims to verify and analyze perceived brands values, having as a reference the brand personality concept. For that, the list of values (LOV) has been used to measure brands acting in three different industries (fashion, civil aviation and grocery stores). A sample of 296 respondents was consulted. Data indicates a tendency on brand value perception by industry. A same value was considered the most important for all brands analyzed by industry. Besides, new LOV clustering dimensions were identified. Conclusions are drawn and indicate that investigated brand values are based on personality characteristics driven by the id and the superego mental systems. Managerial implications related to brand identity construction are discussed at the end of the paper.

Olhando além do " primeiro estruturalismo" para a pesquisa em marketing

Now, after decades of a dominant enchantment with theories, methods and research findings based in the economical or psychological traditions of research, the Marketing discipline is proclaiming an ever growing space of the use of theoretical and methodological assumptions originating from Anthropology as a form of understanding in a more acute way details of the symbolic universe harnessed to the practices of consumption of a certain group or culture. This paper helps bring together these two disciplines in question through the understanding of the foundations of a road beloved in Anthropology: structuralism. With the intention of raising awareness on the part of those who, by their actions, attempt to establish structures of what they research, this paper discusses some general characteristics of structuralisms, their main taxonomies, significance of the structure notion, general principles that guide a structural analysis, the researchers role in the search for structures, as well as the relevance and potential applicabilities of structural investigations in Marketing.

Uso conjunto de dois modelos cognitivos para a compreensão do processo de escolha do consumidor

This study aims to generate a better understanding about consumer behavior based on two cognitive models: risk perception and consideration set. In this sense, it has focus on consumer evaluation and choice processes, considering different risk perception levels in two service settings. A survey with a sample of 772 respondents was performed through a structured questionnaire. Results indicate that the number of brands considered for choice is associated with some risk perception dimensions. It was also identified which attributes are considered the most important in service delivery as well as the most used risk reducing strategies by consumers with varying patterns of risk perception. Conclusions and managerial implications are also discussed.

Características dos relacionamentos estabelecidos em diferentes contextos de serviços sob a ótica do consumidor

Customer relationship programs have been increasingly developed by service providing companies. In the conception of such programs, almost always the companies are the ones to decide with whom they want to relate with, and which characteristics the relationship shall have. Based on a survey and by means of multidimensional scaling, the present study investigates if consumers perceive their relationships with the companies in the same way, even when they provide different kinds of service, and how the services characteristics may be related to the perceptions of relationships attributes. The results identify the way some services may be aggregated according to the characteristics consumers identify in the relationship established between the company and the consumer. Considering that, service companies may try to group their consumersbased not only on their characteristics, but also on the way they understand and/or expect the relationship to be.

ACESSANDO A REAÇÃO EMOCIONAL À PROPAGANDA POR MEIO DA ESCALA WELLS

A competicao acirrada entre provedores de Internet obriga-os a oferecerem conteudo e servicos de melhor qualidade, para que possam enfrentar e vencer as adversidades do mercado. A propaganda tem sido considerada uma das principais ferramentas do composto mercadologico, para comunicar e diferenciar seus produtos dos da concorrencia. E imprescindivel que os profissionais do marketing estejam conscientes da forma como a propaganda afeta os consumidores e compreendam seu funcionamento, a fim de formular estrategias de maior efetividade. Uma das formas mais utilizadas para medir a efetividade das propagandas e a escala de Wells. Foram tomados tres anuncios e entrevistadas 315 pessoas. Os resultados indicam que os anuncios tendem a enfatizar o aspecto emocional. Dos tres, somente um nao obteve boa avaliacao dos respondentes.