Janine Fleith de Medeiros

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.

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.

Definição de características críticas na implementação de serviços customizados em massa

This study defines mass customization (MC) characteristics to be prioritized in the design of mass customized services. We propose a classification of mass customization characteristics in the services customization area based on MC enablers and service enablers. These enablers are related using the house of quality matrix from QFD (quality function deployment) and are rewritten after gathering importance inputs from managers familiar with the service under consideration, using a reverse QFD procedure. Using this method, it is possible to determine the main characteristics to be considered in a mass customized service. Two case studies are presented to exemplify the proposed methodological steps, one in an electricity distribution company and another in a private university.