Breno de Paula Andrade Cruz

Atuação de consórcios de exportação brasileiros no segmento de moda praia

The article takes a qualitative approach to the activities of export joint-ventures in the beachwear fashion segment in Brazil from a marketing standpoint. Using the Grounded Theory method, the study seeks to identify categories that comprise and influence the export performance of three export joint-ventures of the beachwear fashion segment. The relevance of this article lies in highlighting categories encountered by means of field research and presenting the relationships between them. These categories were identified as major categories, intermediary categories and preliminary categories, and the objective was, respectively, to: a) identify characteristics present only in the joint-ventures studied; b) identify the promotional mix through them; c) characteristics present in the beachwear fashion segment of the joint-ventures studied. The article presents theoretical and managerial implications by presenting two major categories that are relevant in activities of export joint-ventures in foreign markets, namely marketing know-how in the foreign markets and joint-venture characteristics.

Impactos do Fundeb sobre a qualidade do ensino básico público: uma análise para os municípios do estado do Rio de Janeiro

Regulated in 2006, the Fund for Basic Education and for Enhancing the Value of the Teaching Profession (Fundeb) represents a step further in financing Brazilian public education. By securing a considerable part of the revenues for basic education in all its modalities, the fund can contribute to the reduction of illiteracy and the universality of basic education (from elementary to middle school), among other benefits. However, the policy of securing financing by itself is not enough to mitigate all Brazilian public education issues. This article shows that there does not seem to exist a statistically significant co-relation between the amount of resources available for investment in public education and its degree of development. From a statistical exercise developed for the municipalities of the state of Rio de Janeiro, one can see that Fundeb does not ensure a larger financial allocation for the most underserviced municipalities from the education standpoint. Furthermore, although the allocation of resources is necessary, it is not enough to improve the Brazilian public education. The good use of resources from the fund is the key to success.

Gender Difference in the Perception of Guilt in Consumer Boycott in Brazil

The aim of this chapter is to analyze consumer boycott from the perception of mens and womens guilt on a specific case involving Nike company through partners in its supply chain in China. The study was conducted with 281 consumers in the city of Rio de Janeiro (Brazil) in 2012. In the process of validating a scale of consumer boycott in Brazil, the 13 items of the original scale were kept, but were grouped in different factors. The emerged factors were perception of guilt, influence from others, boycott efficiency, and purchase frequency. Testing relationship among demographic variables and these factors, only gender was significant on perception of guilt. In this sense, we seek in psychology, psychoanalysis (also briefly in anthropology and history), features that could explain the reasons why women feel guiltier than men, and thus are more likely to boycott.

Influenciadores da Percepção de Eficácia do Boicote e Intenção de Boicotar

Este artigo investiga, por meio de um experimento, o efeito das variaveis Responsabilidade Social Corporativa (RSC), Genero e Tipo de Bem na Percepcao de Eficacia do Boicote (PEB) e Intencao de Boicotar (IB). Os resultados evidenciam que quanto menor a percepcao de RSC do consumidor em relacao a uma empresa, maior e a sua PEB e IB - ou seja, respectivamente, o consumidor percebe individualmente que o seu boicote e uma acao importante para que a empresa mude seu comportamento; e ele tem intencao de boicotar quando a empresa parece nao ter uma orientacao para RSC. Embora estudos evidenciem que mulheres estejam mais propensas a boicotar que homens, nao houve aqui diferenca de genero em relacao a PEB e IB nesta amostra. E o fato do produto analisado ser um produto de luxo nao identificou-se menor PEB desse produto quando comparado a bens essenciais. Entretanto, verificou-se que a intencao de boicotar (IB) e maior para um bem essencial quando comparado a um bem de luxo. Ou seja, as caracteristicas de um bem de luxo podem levar o consumidor a um conflito interno em relacao ao boicote pelo fato do bem de luxo apresentar caracteristicas peculiares que os tornam singulares.