Cid Gonçalves Filho

Tecnologia da informação e marketing como obter clientes e mercados

The Information Technologies can be seen as an important resource to get clients and competitive business. It makes possible Marketing actions to treat needs and desires in a personalized way again.

As influências na motivação para o trabalho em ambientes com metas e recompensas: um estudo no setor público

Este estudo investigou as influencias na motivacao para o trabalho apoiando-se nas teorias de Latham e Locke (2002), Porter e Lawler III (1968), Vroom (1964) e Wright (2001, 2007). Foi realizado um survey com 333 funcionarios publicos de seis orgaos estaduais e um municipal na cidade de Belo Horizonte (MG), que possuiam politicas de metas e recompensas. A motivacao dos funcionarios se mostrou influenciada de forma direta e significativa pela valencia da missao institucional, pela instrumentalidade ligada as recompensas e pela autoeficacia no alcance das metas. A especificidade e o feedback em relacao as metas influenciaram a motivacao de forma significativa e indireta. A importância das metas, a valencia das recompensas extrinsecas, a expectativa, a equidade, a participacao na definicao das metas, a dificuldade das metas, a avaliacao geral dos sistemas de metas e a avaliacao geral dos sistemas de recompensas nao exerceram influencias diretas na motivacao. Os funcionarios de faixa etaria mais elevada apresentaram maiores medias de motivacao. Ja os funcionarios ocupantes de cargo de chefia e os que recebiam algum tipo de recompensa extra (alem do salario fixo) apresentaram indices mais elevados em fatores relacionados a motivacao.

ENTREPRENEURIAL POTENTIAL PROFILE MEASUREMENT IT’S IMPACT ON SMALL BUSINESS PERFORMANCE

Resumo: O empreendedorismo tem sido um tema amplamente difundido no ambiente academico. Varios livros, artigos e conferencias tem inspirado pesquisadores a buscar identificar o perfil do potencial empreendedor. Embora haja esses esforcos e o crescente interesse sobre o assunto, existe uma lacuna no que se refere a existencia de instrumentos validos, capazes de mensurar esse perfil quantitativamente, em suas diversas dimensoes. Nesse sentido, foi elaborado este estudo, que contou com 965 questionarios respondidos por empresarios de pequenas empresas brasileiras. A escala PPE (Perfil do Potencial Empreendedor) foi considerada valida pelos testes aplicados. No modelo estrutural, verifica-se que o perfil empreendedor foi responsavel por explicar 25% do desempenho das empresas, impacto esse considerado relevante, o que sugere a importância da mensuracao e do desenvolvimento do perfil empreendedor.

Measuring Perceived Quality and Satisfaction of ERP Systems: an Empirical Study with Customers of a Brazilian Software Company

The main objective of this research is to develop a scale to measure perceived quality of ERP (Enterprise Resource Planning) Systems. The exploratory stage of the research involved in-depth interviews and focus groups and the descriptive stage comprised a survey with 684 valid cases. The study revealed that the scales to measure quality of ERP systems were valid and reliable. A structural model was used to verify antecedents of satisfaction of ERP users, and the impact of satisfaction on loyalty of ERP customers.

A propaganda como estratégia de diferenciação no varejo: Construção de uma escala baseada no modelo ARM (Advertising as differentiation strategy in retailing: building a scale based on ARM model)

The retail of appliances represents one of the major economic sectors in Brazil. This is an industry highly competitive and concentrated, and the top retailers normally use advertising as communication strategy and sales promotion, investing large amounts of capital in their campaigns. However, the identification of the executional elements that constitutes television advertising and its impact on the evaluation of quality of advertisements and on the image of the chain stores, as well as the impact on purchase intentions and word of mouth communication on consumer remains unknown. With the purpose to understand these relationships, this study had two phases. The first one was qualitative and the second phase was quantitative. In the qualitative phase, we did semiotic analyzes of the advertisements of the four major retail chains in Brazil, focus groups and in-depth interviews with consumers of appliance stores. In the quantitative phase of the research were conducted two surveys, totaling 1038 valid questionnaires. The results show that television advertisements exert significant influence on purchase decision and the perceived image of the retailers. To reach this conclusion, we constructed a scale to measure the construct image and used the ARM model as a basis for measuring the effectiveness of advertising. This revealed the relevance of the executional elements of the advertising - especially those related to aesthetic - as promoters of persuasion. This finding highlights the importance of research to demonstrate that advertisements can constitute a differentiator in the competitive strategies of firms in the market analyzed. , Keywords: Differentiation Strategy. Advertising. Effectiveness of Advertising. Retail

Brand Relationships in the Commodity Market

In any city or village of the Western world, travelers may come to face innumerable cultural variations: languages, local wisdom, beliefs, values, and soon. Among these variations, perhaps one in particular significantly attracts observers: the location’s architecture. The works of Antonio Gaudi, in Barcelona (Church of the Holy Family, Batllo House, among others), the Arc de Triomphe, in Paris, and the Hoover Dam, on the Colorado River, United States, are some typical examples of architectonic features that are capable of impressing any observer. In and around these great or small works, even considering all cultural diversity, an element is ostensibly present: cement. Perhaps no other material has been and continues to be consumed by such different people, and yet with such similar purposes. According to Battagin (2009), John Smeaton, in 1756, elaborated the current formula for cement, by assessing the proportion of soft and clayish limestone and obtaining a mixture similar to the one that helps support buildings, bridges, and houses today. Variations of this product were typified and standardized so as to comply with different environmental conditions and improve the durability of buildings. However, the basis of this material remains practically the same.

Influences on work motivation in environments with goals and rewards: a study in the public sector

Este estudo investigou as influencias na motivacao para o trabalho apoiando-se nas teorias de Latham e Locke (2002), Porter e Lawler III (1968), Vroom (1964) e Wright (2001, 2007). Foi realizado um survey com 333 funcionarios publicos de seis orgaos estaduais e um municipal na cidade de Belo Horizonte (MG), que possuiam politicas de metas e recompensas. A motivacao dos funcionarios se mostrou influenciada de forma direta e significativa pela valencia da missao institucional, pela instrumentalidade ligada as recompensas e pela autoeficacia no alcance das metas. A especificidade e o feedback em relacao as metas influenciaram a motivacao de forma significativa e indireta. A importância das metas, a valencia das recompensas extrinsecas, a expectativa, a equidade, a participacao na definicao das metas, a dificuldade das metas, a avaliacao geral dos sistemas de metas e a avaliacao geral dos sistemas de recompensas nao exerceram influencias diretas na motivacao. Os funcionarios de faixa etaria mais elevada apresentaram maiores medias de motivacao. Ja os funcionarios ocupantes de cargo de chefia e os que recebiam algum tipo de recompensa extra (alem do salario fixo) apresentaram indices mais elevados em fatores relacionados a motivacao.

Las influencias en la motivación para el trabajo en ambientes con metas y recompensas: un estudio en el sector público

Este estudo investigou as influencias na motivacao para o trabalho apoiando-se nas teorias de Latham e Locke (2002), Porter e Lawler III (1968), Vroom (1964) e Wright (2001, 2007). Foi realizado um survey com 333 funcionarios publicos de seis orgaos estaduais e um municipal na cidade de Belo Horizonte (MG), que possuiam politicas de metas e recompensas. A motivacao dos funcionarios se mostrou influenciada de forma direta e significativa pela valencia da missao institucional, pela instrumentalidade ligada as recompensas e pela autoeficacia no alcance das metas. A especificidade e o feedback em relacao as metas influenciaram a motivacao de forma significativa e indireta. A importância das metas, a valencia das recompensas extrinsecas, a expectativa, a equidade, a participacao na definicao das metas, a dificuldade das metas, a avaliacao geral dos sistemas de metas e a avaliacao geral dos sistemas de recompensas nao exerceram influencias diretas na motivacao. Os funcionarios de faixa etaria mais elevada apresentaram maiores medias de motivacao. Ja os funcionarios ocupantes de cargo de chefia e os que recebiam algum tipo de recompensa extra (alem do salario fixo) apresentaram indices mais elevados em fatores relacionados a motivacao.

Lealdade intencional e comportamento: influências contextuais e individuais no setor de telefonia móvel pós-paga

Resumen pt: Descobrir o que leva a lealdade tem sido o desafio de muitos pesquisadores em Marketing. Um dos setores em que ha grande atencao sobre lealdade e o de te...

PERFORMANCE ANALYSIS OF HEALTHCARE INFORMATION SYSTEM USERS:AN INTEGRATIVE STUDY OF TAM AND TTF MODELS

Information system classical evaluation models, such as TTF (Task Technology Fit) and TAM (Technology Acceptance Model), show the importance of the links between technology and user daily activities, usefulness and ease of use on user performance. A survey was conducted with 376 professionals from two large Brazilian hospitals with the objective of examining empirically the relationships between information system usage antecedents and user performance. An expressive impact of usefulness on user performance was perceived when structural equation modeling was applied to test a hypothetical model that integrates TTF and TAM. Furthermore, survey data revealed that the Task Technology Fit (TTF) does not impact directly user performance, but it is mediated by usefulness.