Jorge Henrique Caldeira de Oliveira

Diversity management: Challenges, benefits, and the role of human resource management in Brazilian organizations

– The objective of this study was to analyze the major challenges and benefits of diversity management in Brazilian companies by assessing the role of human resources., – A total of 15 case studies were carried out on companies that operate in Brazil. Brazil is a country with considerable diversity and multiracial backgrounds., – It was found that diversity management in Brazilian companies is still an emerging issue, and the major challenges are related to discriminatory actions taken by coworkers. Among the 15 companies studied, only four had adopted a consistent set of diversity management and human resources practices. These four companies were the only companies to affirm that diversity management requires the strong support of top management and continuous organization to sustain efforts toward incorporating diversity., – Research studies on diversity management in Brazil are scarce. The findings of this study, however, can be useful to academic professionals and company directors in countries that exhibit similar characteristics to those of Brazil, or to those who are interested in learning more about Brazil.

Managing environmental training in organizations: Theoretical review and proposal of a model

Purpose – The aim of this work is to address the issue of environmental training in organizations, presenting a theoretical review on the subject and proposing a model that highlights the importance of this type of training for organizations.Design/methodology/approach – The paper presents a thorough, updated literature review, discusses typology and the best practices of environmental training, and presents a framework integrating environmental training and organizational results.Findings – A careful consideration allows identifying a significant theoretical gap related to the lack of theoretical references, best practices, and an alignment between environmental training and organizational results. To overcome this gap, a model was proposed that helps to manage the environmental training process in organizations.Research limitations/implications – The paper needs to be complemented with empirical research on the topic.Originality/value – Environmental training is considered to be an essential element for...

Building sustainable values in organizations with the support of human resource management: Evidence from one firm considered as the 'best place to work' in Brazil

Researchers and other professionals unanimously agree that companies should become more sustainable, but this will not happen without the support of human resource management. Paradoxically, there is a lack of information on the support human resource management offers to organizational sustainability applied to real cases. Therefore, this research presents a case study on this topic that was carried out in a leading Brazilian company, which is considered as a model and has been selected as ‘the best place to work in the country’. The results provide practical examples of how this family company has been working to guarantee an increasingly sustainable performance with the support of human resources, highlighting the achievements and challenges the company has faced. One of the main results indicates that companies seeking to achieve sustainability need the assistance of the human resource field in order to design a communication system which bridges the gap between practices and sustainable values.

The importance of quality management for the effectiveness of environmental management: evidence from companies located in Brazil

Recent discussions in the specialised literature support that quality management influences the level and maturity of environmental management practices; however, in searches performed in the ISI Web of Science and Scopus databases, it was verified that there is a need for research to portray this relationship quantitatively, especially when it comes to companies located in Brazil. Thus, this research aims to explore this gap: does quality management positively influence the adoption of environmental practices in companies located in Brazil? Therefore, a conceptual grounding on the aforementioned issues was carried out and, based on this, the questionnaire used for the empirical phase of the research was constructed, being a self-administered e-survey with 104 companies of all sizes and sectors located in Brazil. The results demonstrated that, in fact, quality management positively influences environmental management practices. In addition, it was verified that the size of the companies and ISO 14001 certification are significant to control environmental management practices. To date, it is believed that this is the first study that shows a survey to test the relationship between quality management and environmental management practices in companies in Brazil.

Neuromarketing applied to consumer behaviour: an integrative literature review between 2010 and 2015

One of the biggest questions in todays market is what drives consumers to decide on one product instead of another; therefore there is a growing interest in understanding how brain responses influence the decision making process of consumers. Neuromarketing presents itself as one of the main areas of study aimed at achieving this goal, however it is still a new and constantly developing field. This research analysed the studies of neuromarketing applied to consumer behaviour over the last five years through an integrative literature review, identifying how the studies on this subject are being developed. This study concludes that major advances are being made in the area, and that neuromarketing can really help in the understanding of cognitive processes and their influence on decision-making, and it has a better performance when used jointly with traditional marketing techniques.

Challenges of teaching corporate environmental management in Brazil

Teaching corporate environmental management (CEM) is fundamental for the education of more responsible students. We analyzed the main challenges for CEM in Brazil from the viewpoint of teachers. Results indicate five types of barriers for teaching CEM, denoted here as the “5 Ls”, namely a lack of integration of other teachers in the teaching of CEM, a lack of acceptance of CEM as a subject by the peers teachers, a lack of focus on business while teaching CEM, a lack of CEM teaching materials appropriate for the realities of Brazil and a lack of interest among some students in CEM.

Sexual appeal in print media advertising: effects on brand recall and fixation time

Purpose The purpose of this paper is to examine the influence of sexual appeal in print media on consumers’ brand recall. More specifically, the differences between the fixation time on the “image” and “logo” elements in advertisements, with and without sexual appeal, were verified. Design/methodology/approach The correct research is experimental in nature, and divided into three stages: choosing the print advertisements to be viewed by the participants with eye tracking, capturing participants’ eye movements using a special eye tracking equipment and completing the questionnaire for calculating the number of brands recalled by the participants. Findings The authors have identified that there are no statistically relevant differences between the number of brands recalled, whether the advertisement does or does not have any sexual appeal. Practical implications The use of sexual appeal in advertisements on print media must be made with caution, and several implications for the textile and apparel industry are expressed in the conclusions. Originality/value The study’s relevance is threefold: the authors present more recent results about the relationship between sexual appeal and brand recall, as the most recent research study of a similar type was published in the late 1990s; they adopt key concepts from the neuromarketing field in an attempt to connect memory with the capacity of different components of the advertisements, to attract the visual attention of consumers; and they present results for three different product categories (alcohol, apparel and perfume).

Dimensions of Brazil's image: relations with country conations and implications for sustainable development

This paper investigated the relationship between the dimensions of Brazils image and the specific conations related to that country: travelling, doing businesses, investing, working in the country, the willingness for either buying products made in the country and shopping in the country. The research was descriptive and quantitative, with cross-sectional method for data collection among a group of European consumers. Data analysis involved exploratory factor analysis and multiple regression analysis. The cognitive dimension was composed of: technical, political and sustainability. The conations that are more explained by cognitive and affective dimensions of Brazils image are the intentions of doing business with the country. The technical dimension presented a more negative assessment in comparison to all other dimensions of Brazils image. This paper has separately addressed the different dimensions regarding the image of Brazil and the role played by country sustainability.

Precificação Estratégica no Setor Aéreo no Brasil: o estudo de caso do processo de formação de preços de passagens aéreas em uma empresa de pequeno porte no Brasil

A mercado de aviacao domestico passou por transformacoes drasticas na ultima decada. Atualmente, grande parte das empresas demonstram dificuldades em apresentar resultados financeiro positivos, apesar do maior numero de passageiros. Parte desses resultados pode ser explicado pela tarifa. O processo de formacao de preco no setor aereo e importante e complexo, pelo fato de o mercado ser extremamente dinâmico e sujeito a inumeras variaveis. O preco nao e apenas o que o consumidor paga na hora da compra: ele e a ponta de um trabalho muito mais estrategico, que envolve desde posicionamento ate estrategias de mercado. O objetivo do presente trabalho e analisar todo o processo de formacao de preco em uma companhia aerea de pequeno porte, os modelos utilizados, as alternativas e as principais vantagens e desvantagens. Primeiramente, foi feita uma pesquisa bibliografica sobre o tema precificacao em um contexto mais amplo, passando posteriormente a uma pesquisa de precificacao em companhias aereas. Posteriormente, foram levantadas informacoes atuais do mercado de aviacao brasileiro junto a uma pesquisa exploratoria e descritiva, com entrevistas aos diretores de uma empresa regional de pequeno porte de aviacao civil. A analise dos resultados mostrou que e comum a utilizacao da ferramenta Yield Management (tambem chamado Revenue Management) como base de formacao de preco e que atualmente a determinacao do preco final e feita principalmente baseando-se na concorrencia e na tentativa de extrair o excedente do consumidor dos passageiros.

Greening a Brazilian cotton seed processing company: from challenges to strategic opportunities

Purpose – This paper aims to shed light on a current and important theme that has been gaining increasing importance for governments, society and companies: the greening of agricultural companies in developing countries. The research objective is to classify a Brazilian cotton seed processing company in the evolutionary stages of environmental management: reactive, preventive or proactive.Design/methodology/approach – A case study was conducted in a Brazilian cotton seed processing company.Findings – The main results are: the studied company is positioned in the preventive stage of environmental management; this company is investing in operational green practices; environmental management in this company is motivated by various factors aiming at an increased competitive advantage. Finally, it can be concluded that this company is looking for green opportunities towards the proactive environmental management stage.Originality/value – This paper explores a scarce theme: green issues in the cotton seed proce...