Cassiana Maris Lima Cruz

Inovação ambientalmente sustentável e fatores de sucesso na percepção de gestores da indústria de transformação

2 Abstract This paper investigates the dimensions and factors which, according to the perception of business managers, trigger the market success of environmentally sustainable products. Initially, publications related to new products introduced to the

Neuromarketing and the advances in the consumer behaviour studies: a systematic review of the literature

This study aimed to perform a systematic literature review in order to identify the advances in consumer behaviour research using neuromarketing. Therefore, the methodology proposed by Margarey (2001) was used; later the results were analysed using correspondence techniques. Theoretically, by evaluating the articles selected for the development of this study, it may be stated that academic research has made important contributions regarding neuromarketing, mainly researches performed on the fields of neuroscience and psychology. Analysing the selected sample of articles, it was possible to group the main contributions into, fundamentally, three great dimensions: 1) studies that seek to conceptualise neuromarketing, as well as to describe its applications and methodological possibilities in the development of field studies; 2) studies that seek to map the brain regions involved in decision making processes of buyers; 3) studies that map how information is processed by the brain.

Motivators and Barriers for Using Design Thinking in NPD

Design thinking is an iterative approach that contrasts with the conventional new product development process, which is considered a linear process. The purpose of this study is to look into the use of design thinking as an approach to improve the new product development process by finding the motivators that encourage and the barriers that restrain the use of the methodology in NPD. A systematic literature review was used as method. Some of the main motivators found include an improvement to innovation results and greater understanding by users. The major barriers that may restrain its use derive from the teams’ fear of failing and improper implementation. Understanding such factors may help companies that wish to use the approach, or even prevent potential mistakes and giving up.

A aplicação da ferramenta de cenários prospectivos em um bairro de baixa renda localizado em Passo Fundo, Rio Grande do Sul

Public policies assume strategic aspect when are as a reference and basis for the formulation for other policies or programs. In this context, aiming to reduce future uncertainties of a difficult neighborhood, located in a midsize city of Rio Grande do Sul, the present study uses the methodology of prospective scenarios, proposed by Grumbach (1997), to detect what opportunities can be maximized for that district. Field research, conducted with experts (participants of fieldwork), was analyzed through the Delphi methodology. This methodology allowed the proposition of scenarios that showed events that tend to cause impacts in the neighborhood for the next five years. Results stand out as the five scenarios with higher probability of occurrence are: increase in the number of drug users; stench caused by sewage; diminished opportunities for young people; increase family health program; and decreased physical space for clinics.

Atributos Determinantes e Serviços Customizados em Massa. Sistemática Para Realizar o Ajuste Ótimo da Oferta

A customizacao emmassa tem despertado continuo interesse da academia e de empresas, dada a suacontribuicao em termos operacionais e de gestao para o cotidiano dasorganizacoes. Contudo, apesar do tema apresentar solucoes potenciais para a areade manufatura, com estudos consolidados em cadeia de suprimentos, analise demercado, planejamento da estrutura de produtos e planejamento e controle daproducao, ainda existem questionamentos sobre a real aplicabilidade dacustomizacao em massa na area de servicos. Diante do exposto, o objetivo dessetrabalho centrou na criacao de uma metodologia capaz de mensurar a perda dequalidade toleravel em servicos customizados. Pontualmente, o metododesenvolvido possibilita medir a diferenca entre o servico oferecido com cenarioselaborados pelos clientes. Destaca-se que foram empregados para a proposicao dasistematica as tecnicas de preferencia declarada e a funcao perda quadratica,as quais modelaram os cenarios de utilidade do servico customizado e compararameste com o servico padrao ofertado. Quanto aos resultados obtidos, embora asistematizacao tenha sido aplicada em apenas um caso de analise, estes elucidamque a tecnica pode ser aplicada para ajustar a oferta de distintos servicos quese pretende customizar. Pontualmente, um aspecto positivo do metodo propostorefere-se a possibilidade de priorizacao de alternativas de oferta a partir dosatributos determinantes de escolha, sendo possivel calcular a vantagemeconomica de cada opcao para a organizacao.