Fernando Bins Luce

Análise da qualidade dos artigos científicos da área de marketing no Brasil: as pesquisas survey na década de 90

This paper presents an inventory of survey research published in the years 90. This production is available in the periodics Revista de Administracao de Empresas da Fundacao Getulio Vargas (RAE) and Revista de Administracao da Universidade de Sao Paulo (RAUSP) and in the anuals of Encontros Anuais da Associacao Nacional dos Programas de Pos-Graduacao em Administracao (ENANPAD). The analised variables for each paper were: nature of research, theorical base and research problem, research design, measuring instruments, reliability and validity from the constructs, kind of data analysis and finding presentations. Considering this analysis and correlations of the variables, some conclusions are emitted about the quality of the set of evaluated papers.

Inventário de artigos científicos na área de marketing no Brasil

In this article, the authors elaborated an inventory of basic methodologic characteristics of the scientific production of the marketing area in Brazil, in the years 90 (until 1998). This scientific production is available in the periodics Revista de Administracao de Empresas da Fundacao Getulio Vargas (RAE) and Revista de Administracao da Universidade de Sao Paulo (RAUSP), and in the anuals of Encontros Anuais da Associacao Nacional dos Programas de Pos-Graduacao em Administracao (ENANPAD). From 217 identified articles, 134 have been analised, because the remainder 83 refered to conceptual dimensions or reviews. From the 134 articles, 55 have an exploratory view (41%), 71 have a descriptive nature (53%) and only 8 explore the casual relations (6%). In the article they are analised yet the methodolical characteristics such as: presentation and significance of the research question, research design, the kind of colected data, validity, as well as mention to limitations and recomendations for future researchs.

ENCONTROS DE SERVIÇO E SATISFAÇÃO DE CLIENTES EM HOSPITAIS

This research is about service encounters and customer satisfaction in hospitals. The study is exploratory and was aimed at identifying the service encounters maintained in hospitals and the satisfaction attributes related to them. The data were collected with hospital professionals and customer, in 2003, by means of interviews using the critical incident technique. The content analysis evidentiated the satisfaction attributes of the service encounters regarding admission, hospitalization and discharge procedures. The results provide important information to hospital service managers, allowing for the planning of customer-focused actions.This research is about service encounters and customer satisfaction in hospitals. The study is exploratory and was aimed at identifying the service encounters maintained in hospitals and the satisfaction attributes related to them. The data were collected with hospital professionals and customer, in 2003, by means of interviews using the critical incident technique. The content analysis evidentiated the satisfaction attributes of the service encounters regarding admission, hospitalization and discharge procedures. The results provide important information to hospital service managers, allowing for the planning of customer-focused actions. Descriptors: hospital administration/ standards; marketing of health services/ standards; hospital-patient relations. Title: Service encouters and customer satisfaction in hospitals

Pesquisa Científica da Área de Marketing no Brasil: uma Revisão da Primeira Década do Século 21

Claudio Hoffmann Sampaio * E-mail: csampaio@pucrs.br Pontificia Universidade Catolica do Rio Grande do Sul – PUCRS Porto Alegre, RS, Brasil. Marcelo Gattermann Perin E-mail: mperin@pucrs.br Pontificia Universidade Catolica do Rio Grande do Sul – PUCRS Porto Alegre, RS, Brasil. Fernando Bins Luce E-mail: fbluce@ea.ufrgs.br Escola de Administracao - Universidade Federal do Rio Grande do Sul – PPGA/UFRGS Porto Alegre, RS, Brasil. Mirela Jeffman dos Santos E-mail: mirelajs@gmail.com Pontificia Universidade Catolica do Rio Grande do Sul – PUCRS Porto Alegre, RS, Brasil. Fernando de Oliveira Santini E-mail: fernando.santini@fsg.br Pontificia Universidade Catolica do Rio Grande do Sul – PUCRS Porto Alegre, RS, Brasil. Marta Olivia Rovedder de Oliveira E-mail: marta.oliveira@unipampa.edu.br Universidade Federal do Rio Grande do Sul – UFRGS, Universidade Federal do Pampa – UNIPAMPA Porto Alegre, RS, Brasil. Geanderson de Souza Lenz E-mail: geanderson.lenz@restinga.ifrs.edu.br Instituto Federal de Educacao, Ciencia e Tecnologia do Rio Grande do Sul – IFRS Porto Alegre, RS, Brasil. * Endereco: Claudio Hoffmann Sampaio Pontificia Universidade Catolica do Rio Grande do Sul, Av. Ipiranga, 6681, Partenon, Porto Alegre/RS, 90619-900.

Estratégia de marketing: contribuições para a teoria em marketing

The following paper deals with marketing strategy. Specifi cally, it deals with the development of a theoretical model for marketing strategy formulation and implementation and its contribution to Marketing Theory. The literature about strategy was examined and two strategy making models were used for developing a model presented in this article. Besides combining these two models, an exploratory research was conducted to elaborate an initial structure of an evolutionary model, which was later validated with a group of companies using the results of a Structural Equation Modeling. Analysis of results in this research has shown the signifi cant variables and their connections to build a model of marketing strategy making. This model contributes to the study of marketing strategy because it presents refl ections about formulation and implementation considering several strategy views.

Até que os custos os separem: por que clientes e fornecedores estabelecem práticas relacionais para o desenvolvimento conjunto de projetos de software?

In spite of the fact that academics and practitioners pay significant attention to developing long-term ties in industry, there is little emphasis placed on the benefits stemming from such ties, particularly on value creation. Our study analyzes perceived relationship value from the perspective of dyads consisting of one customer and one supplier working together, as well as its dynamic nature in business relationships. The analytical framework was developed from relationship marketing theories with roots in economics, political science, organization sciences, sociology, social psychology and law. A qualitative study was conducted by way of in-depth interviews with representatives from 14 customer-supplier dyads in the prominent software sector established in Southern Brazil, The software sector was chosen because of its economic representativity, its viability for the application of relationship marketing phenomena to the context and because of other studies on the matter in this sector. The findings suggest that the acquisition of enterprise software brings benefits of many types to both customers and suppliers, and that, depending on the relational ties, such benefits can be further improved.

ESTRATÉGIAS EMERGENTES OU DELIBERADAS: um estudo de caso com os vencedores do prêmio "Top de Marketing" da ADVB

The articles objective is to present the main concepts of emergent and deliberated strategies in a wider concept of strategic marketing. The administration of these strategies is very important to the objectives of the firm.Thus, we applied the method of study of cases to provide the possibility for the understanding of the many dimensions of the problem.The main contribution of this work to strategic administration in the organization is the composition of the emergent and the deliberated strategies aiming at flexibility in the short-term planning, but with consistence in the long-term planning.

The Influence of Innovative Organizational Culture on Marketing Strategy Formulation and Results

ABSTRACT This articles objective is to analyze the influence innovative organizational culture has on marketing strategy formulation and results, and how this relationship affects organizational performance. The theoretical basis lies in Menon et al.s (1999) model. The methodology included a survey with medium to large Brazilian companies in different sectors. The final sample consisted of 153 questionnaires that were valid for analysis. Techniques for statistical analysis including singular and multivariate methods were used, from which the relationships between constructs were established by structural equation modeling. Results show a positive relationship between innovative organizational culture, the marketing strategy process, and organizational performance. However, innovative culture does not have a direct influence on performance.

Uma discussão teórica da relação do valor da marca e do valor do cliente

Ao longo das ultimas decadas, surgiu uma nova logica para o marketing: a logica dominante do servico que cada vez mais se baseia nos recursos intangiveis. O marketing tornou-se uma nova missao dentro da empresa: criar e gerir os ativos baseados em mercado para entregar valor ao acionista. Apesar do valor da marca e o valor do cliente despontarem como os principais ativos nessa jornada, a relacao entre os dois conceitos e ainda controversa na academia. Enquanto alguns autores entendem o valor da marca como antecedente do valor do cliente, outros pesquisadores veem como conceitos complementares. O presente artigo fomenta uma discussao teorica, buscando compreender a relacao entre o valor da marca e o valor do cliente. Para tanto, realiza uma pesquisa de cunho exploratorio, atraves de uma revisao das principais literaturas sobre esses assuntos. Ao realizar uma comparacao entre os dois ativos, percebe-se que sao conceitos complementares, devendo ser administrados conjuntamente. Por fim, apresenta-se uma proposta de modelo teorico sobre a relacao de ambos os construtos, sugerindo a realizacao de futuros estudos empiricos sobre o tema.

Organizational structure and specialized marketing capabilities in SMEs

Purpose – This paper aims to develop and test a conceptual model of organizational structure design that incorporates some factors influencing strategy implementation. The research also aims to consider inter‐functionality in new product development (NPD) processes and marketing decisions, measured from the dispersion of these activities among functional areas.Design/methodology/approach – The research was conducted across 424 small and medium‐sized furniture manufacturing companies. In total, eight hypotheses were proposed and tested using structural equation modeling.Findings – Most important among the studys findings was that inter‐firm relationships and inter‐functional processes are relevant for the study of organizational structure design. It was found that the dispersion of the new product development process and of marketing decisions exert a positive influence on architectural marketing capabilities. The results showed that the dispersion of NPD processes and marketing decisions influence the de...