Edson Crescitelli

Brand equity evolution: a system dynamics model

One of the greatest challenges in brand management lies in monitoring brand equity over time. This paper aims to present a simulation model able to represent this evolution. The model was drawn on brand equity concepts developed by Aaker and Joachimsthaler (2000), using the system dynamics methodology. The use of computational dynamic models aims to create new sources of information able to sensitize academics and managers alike to the dynamic implications of their brand management. As a result, an easily implementable model was generated, capable of executing continuous scenario simulations by surveying casual relations among the variables that explain brand equity. Moreover, the existence of a number of system modeling tools will allow extensive application of the concepts used in this study in practical situations, both in professional and educational settings.

A DETERMINAÇÃO DO ORÇAMENTO DA COMUNICAÇÃO DE MARKETING EM GRANDES ANUNCIANTES

This study aims to analyze the criteria and procedures adopted by companies for determining the budget communication. Specifically, we intend to identify how companies organize the system of deciding the budget and deal with the budget cuts throughout the process of implementation of promotional activities. The data collection involved in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed little or no participation by the communication managers final decision on the budget area, the lack of criteria to justify budget cuts during the promotional period and the adoption by firms of judgment methods and percentage of sales to determine the budget amount of communication

O efeito da distribuição sobre o market share em diferentes canais

Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this paper’s core proposal is to investigate the relation between distribution and market share variables in the Brazilian market, specifically in the beverage sector, comparing two important types of consumer market channels: big and small supermarkets. For such, an empirical study was conducted based on a database with more than 180 stock keeping units (SKUs) sold by three manufacturers in the southeast of Brazil. By means of statistical analyses, the results indicate a convex and growing relation among the variables studied. In other words, there is an inflection point at which market share growth is more accentuated because of distribution. Furthermore, the curves that describe these variables show different effects when comparing big and small supermarkets.Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this paper’s core proposal is to investigate the relation between distribution and market share variables in the Brazilian market, specifically in the beverage sector, comparing two important types of consumer market channels: big and small supermarkets. For such, an empirical study was conducted based on a database with more than 180 stock keeping units (SKUs) sold by three manufacturers in the southeast of Brazil. By means of statistical analyses, the results indicate a convex and growing relation among the variables studied. In other words, there is an inflection point at which market share growth is more accentuated because of distribution. Furthermore, the curves that describe these variables show different effects when comparing big and small supermarkets.

The effect of distribution on market share in different channels

Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this paper’s core proposal is to investigate the relation between distribution and market share variables in the Brazilian market, specifically in the beverage sector, comparing two important types of consumer market channels: big and small supermarkets. For such, an empirical study was conducted based on a database with more than 180 stock keeping units (SKUs) sold by three manufacturers in the southeast of Brazil. By means of statistical analyses, the results indicate a convex and growing relation among the variables studied. In other words, there is an inflection point at which market share growth is more accentuated because of distribution. Furthermore, the curves that describe these variables show different effects when comparing big and small supermarkets.Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this paper’s core proposal is to investigate the relation between distribution and market share variables in the Brazilian market, specifically in the beverage sector, comparing two important types of consumer market channels: big and small supermarkets. For such, an empirical study was conducted based on a database with more than 180 stock keeping units (SKUs) sold by three manufacturers in the southeast of Brazil. By means of statistical analyses, the results indicate a convex and growing relation among the variables studied. In other words, there is an inflection point at which market share growth is more accentuated because of distribution. Furthermore, the curves that describe these variables show different effects when comparing big and small supermarkets.

El efecto de la distribución sobre el market share en diferentes canales

Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this paper’s core proposal is to investigate the relation between distribution and market share variables in the Brazilian market, specifically in the beverage sector, comparing two important types of consumer market channels: big and small supermarkets. For such, an empirical study was conducted based on a database with more than 180 stock keeping units (SKUs) sold by three manufacturers in the southeast of Brazil. By means of statistical analyses, the results indicate a convex and growing relation among the variables studied. In other words, there is an inflection point at which market share growth is more accentuated because of distribution. Furthermore, the curves that describe these variables show different effects when comparing big and small supermarkets.Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this paper’s core proposal is to investigate the relation between distribution and market share variables in the Brazilian market, specifically in the beverage sector, comparing two important types of consumer market channels: big and small supermarkets. For such, an empirical study was conducted based on a database with more than 180 stock keeping units (SKUs) sold by three manufacturers in the southeast of Brazil. By means of statistical analyses, the results indicate a convex and growing relation among the variables studied. In other words, there is an inflection point at which market share growth is more accentuated because of distribution. Furthermore, the curves that describe these variables show different effects when comparing big and small supermarkets.

Tangibilização dos serviços no processo de comunicação: um estudo exploratório em curso de MBA

Dentre os setores da economia, o de servicos e considerado, atualmente, como o de maior perspectiva de crescimento. Mas, a questao da intangibilidade na comunicacao de servicos ainda representa um desafio para profissionais e estudiosos. Um segmento representativo desse panorama tracado sobre o setor de servicos e o de cursos de pos-graduacao lato sensu, os Master in Business Administration - MBA, devido a sua importância social e a competitividade no setor. Assim, como a questao da tangibilidade do servico e tratada nos processos de comunicacao de marketing aplicado na divulgacao de cursos de MBA’s, se refere a pergunta que motivou este estudo. O metodo de investigacao adotado envolve revisao bibliografica, pesquisa de campo com 458 alunos de cursos de MBA e analise da forma de comunicacao dos cursos de MBA. Os resultados encontrados indicam que as escolas parecem ainda nao se preocupar com a questao da tangibilizacao dos servicos.

A internet como fonte informacional para o SIM: os processos de captação e as formas de avaliação

Este artigo se propoe a discutir a utilizacao e as formas de avaliacao da internet como fonte informacional devido a agilidade que esse meio vem proporcionando ao Sistema de Informacao de Marketing (SIM), a qual, entretanto, e tambem acompanhada por fragilidade quanto a confiabilidade das informacoes disponiveis. O estudo constitui-se em uma pesquisa exploratoria, a qual inclui revisao bibliografica e estudos de casos multiplos, e apresenta como objetivo entender como a internet e utilizada nos processos de definicao e avaliacao das fontes de dados em uma empresa, do ponto de vista do usuario. Os resultados obtidos indicam que a internet e de fato uma importante fonte de informacao, mas que ha pouca sistematizacao na coleta das informacoes e que a avaliacao das fontes e baseada somente no conhecimento individual e pratico dos usuarios.