Maribel Carvalho Suarez

O processo de criação das telenovelas

Gestores das industrias criativas tem de lidar com a imprevisibilidade e a incerteza em relacao a demanda. Essa caracteristica nao impede que empresas desse setor procurem se engajar na busca de um conhecimento sobre seus consumidores e, a partir dele, articular o desenvolvimento de novos produtos. O presente trabalho procura investigar como a Rede Globo utiliza as informacoes que provem dos telespectadores na elaboracao das suas telenovelas. Trata-se de um estudo de caso, que lanca seu foco sobre os tipos de informacao e os meios pelos quais a empresa obtem feedback de seus consumidores; e sobre a estrutura e dinâmica organizacional que permite o uso dessas informacoes no desenvolvimento de suas novelas. Os resultados apontam para uma aderencia ao modelo improvisacional proposto por Kamoche e Cunha (2001), onde uma estrutura minima permite coesao e favorece a fl exibilidade para incluir modifi cacoes a partir da reacao da audiencia.

Motivações e significados do abandono de categoria: aprendizado a partir da investigação com ex-fumantes e ex-proprietários de automóveis

This paper aims at investigating why individuals make the decision to abandon a category in different contexts of stimulation and questioning of consumption. For this study, the product categories car and cigarette were selected, taking into account contents from the advertising system. In the case of cars, these contents mainly concern reinforcement of consumption; with regard to smoking, the questioning of consumption predominates (due to the Brazilian governments anti-smoking campaigns and ban on tobacco industry advertising). This research uses a qualitative methodology for the collection and analysis of data obtained through in-depth interviews with 29 consumers (ex-smokers and ex-car owners). The paper contributes to the literature on anti-consumption characterizing three different types of abandonment and suggesting that, more than a move away from negative meanings to protect selfesteem (HOGG et al., 2009), abandonment is also likely to promote affirmative, positive, differentiation and to reinforce self-esteem. This research shows that, like consumption, abandonment is able to construct identities and signalize important changes. Contingency abandonment occurs when the individual, despite sharing meanings with other consumers of a category, is forced to abandon consumption. Positional abandonment is driven mainly by the rejection of symbolic associations that consumption provides. Finally, ideological abandonment presents a collective perspective where the individual believes that society as a whole should abandon or reassess that kind of consumption.

Marketing Orientation in the Third Sector: The Art of Afro Reggae

ABSTRACT Although there is a plethora of literature on marketing orientation in the private sector, within the nonprofit arena, this topic has been largely ignored. This paper analyzes the orientation and experience of Afro Reggae, a successful Brazilian nongovernmental organization that maintains a permanent presence in four drug-dominated slums in Rio de Janeiro. The present research uses the case study method for purposes of collecting and analyzing information. The paper discusses the implications for research in the area of marketing orientation in the third sector as well as the lessons learned regarding the low-income population vis-à-vis their experience with Afro Reggae.

DEZ ANOS DE CONSUMER CULTURE THEORY: DELIMITAÇÕES E ABERTURAS

O ano de 2015 marcou 10 anos da publicacao do artigo Consumer Culture Theory (CCT): Twenty years of research, por Arnould e Thompson (2005), no Journal of Consumer Research. O trabalho procurava compilar as pesquisas de orientacao cultural produzidas desde a decada de 1980 dentro do campo de marketing. Ao criar uma marca capaz de evidenciar coesao entre trabalhos que antes recebiam chancela de interpretativos ou pos-modernos, o artigo terminou por catalisar a legitimidade desse tipo de pesquisa e fez florescer uma comunidade de pesquisadores ativa e diversificada

Different Ways of Saying Goodbye: Outlining Three Types of Abandonment of a Product Category

Purpose – Little attention has been directed to investigating abandonment which refers to the deliberate choice of giving up something previously consumed. In this chapter, we look into meanings that motivate the abandonment of a product category and also the meanings abandonment gives rise to. Design/methodology/approach – The research used a qualitative methodology to collect and analyze data obtained from in-depth interviews with 16 Brazilian consumers who gave up automobile ownership. This category was chosen due to its intense symbolic dimension. Findings – The interviews suggest that, rather than being a discrete event, an action, or decision that is circumscribed by a given moment, abandonment is in fact a process. The analysis also outlines three types of abandonment: contingent, positional, and ideological. Contingent abandonment occurs when the individual, despite sharing the meanings with other consumers of the category, is forced to abandon consumption. Positional abandonment is driven mainly by the rejection of symbolic associations that consumption provides. Finally, ideological abandonment presents a collective perspective where the individual believes that society as a whole should abandon or reassess that consumption. Practical implications (if applicable) – Results offer potential insights, for both governments and nongovernmental organizations involved in de-marketing efforts aimed at inappropriate consumption and companies interested in reversing the shrinking of their markets. Originality/value – The present research broadens our knowledge of abandonment and allows us to situate it among other kinds of anticonsumption behaviors.

Meanings of Consumption and Abandonment: Understanding Smoking Cessation Symbolism

In consumption studies, very little attention has been focused on investigating abandonment and, more specifically, its symbolic dimension. The present study aims to investigate how meanings are created and negotiated through the abandonment of cigarettes. This study used a qualitative methodology to collect and analyze the data generated by one-on-one semi-structured in-depth interviews with 15 Brazilian ex-smokers. Results suggest that abandonment of cigarettes can be offered as a connection, gift, or sacrifice that makes relations special and even magical. As regards abandonment, the present study evidences the interactions and movements of positive and negative meanings related to the consumption and non-consumption of a category. The study proposes a framework that highlights the cooling, decontamination, reinforcement and defensive symbolical movements, thus constructing a tool for analyzing abandonment, offering possible paths of intervention for organizations that are interested in this issue.

O MÉTODO DO CASO E A SUA IMPORTÂNCIA NA FORMAÇÃO DE GESTORES NO CONTEXTO BRASILEIRO

Os metodos passivos de ensino tem sido questionados por suas limitacoes no desenvolvimento da capacidade de analise e senso critico dos alunos. O modelo centrado no professor mostra-se inadequado ao ensino de Administracao quando se entende que um dos principais objetivos da educacao nessa area de conhecimento nao esta so na troca de informacoes, mas principalmente na formacao de individuos capazes de pensar de maneira independente e criativa a realidade dos negocios. Uma das alternativas utilizadas por diversas escolas americanas e europeias e o metodo do caso. Esse trabalho procura discutir a adequacao dessa metodologia ao ensino de administracao no Brasil, os requisitos basicos para a sua utilizacao e o papel do professor nesse modelo. Para isso, utiliza, ele proprio, de um caso e sua proposta de analise. Trata-se de um material do tipo “armchair” , criado a partir das experiencias das autoras. A proposta e fornecer um instrumento a ser utilizado em workshops ou seminarios que apresentem esse metodo de ensino para professores e/ou alunos.

Beleza Natural: Growing in the Bottom of the Pyramid

Beleza Natural is a chain of beauty salons with six branches located in Rio de Janeiro and Espirito Santo States. The company, which has been operating for 14 years, specializes in the treatment of curly hair and provides services for close to 30,000 clients every month. Increasing demand has stimulated the growth of the enterprise, however the companys partners question the business model to be followed in the coming years: to let the company grow organically or to allow franchising.

Teoria Ator-Rede: novas perspectivas e contribuições para os estudos de consumo

There is an increase in the use of the Actor-Network Theory (ANT) in various fields of social sciences and most recently in marketing and consumption research. In marketing discipline, however, this approach has been incorporated more widely in international studies. This article argues for the applicability of ANT to the field of research consumption in Brazil. ANTs main contribution relates to its unique perspective in analyzing human-things relationships, interactions and trajectories. This article, therefore, aims to explore the existent themes and contributions, the methods of application, criticisms and comparisons with other ontology approaches facing the social and actors involved. Finally, the study discusses possibilities raised by ANT for future research, showing how its resources can rejuvenate marketing research with focus on the collective and worldly learning that exceeds cognitive, economic and cultural connections, and emphasizes socio-material aspects present in the consumer realm. Using thorough investigation of actors and their direct connections, ANT reveals findings about what is unique, but also universal in studies developed by Brazilian researchers.

Oportunidade e desafio em marketing: como e por que as pessoas se desfazem de seus bens?

Despite the fact that the field of consumer behavior is defined by acquisition, consumption, and disposition of goods, services, time and ideas, very few studies have addressed the disposition issue. Indeed, in spite of its relevance, the literature on the subject is scant and dispersed, failing to foster a dialogue that could contribute to knowledge building and recommendations for practitioners. Adopting a methodology for carrying out systematic bibliographical investigations, with selection of journals on the basis of multiple rankings, the research at issue in this article aimed at filling this gap in two different ways. First it reviewed and organized what had been published on this topic. Second, it proposed an analytical framework with a view to analyzing and reflecting upon the dynamic interaction of the elements that define disposal behavior. The framework made a distinction between five types of benefits of disposal, and proposed possible relationships between involvement in the disposal act, dissonance and disposal rituals. Finally, the article discusses the implications of the research´s results for understanding consumer behavior and marketing management.