Marie Agnes Chauvel

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.

Responsabilidade social no ensino em administração: um estudo exploratório sobre a visão dos estudantes de graduação

The purpose of this study was to explore the students vision of Corporate Social Responsibility (CSR) and their view about the teaching of CSR in undergraduate courses. Thirty Administration students of Rio de Janeiro were interviewed. The results showed that the respondents are concerned about this issue, since they consider that it is important for the practice of Administration. Some respondents said that the space given to CSR in the university is inadequate and, thus, it should be greater. They also said that the approach could be improved, since sometimes it is considered a superficial approach, although the content is correct. Many respondents learned more about it out of university, such as in magazines, newspapers, or at work. Many respondents had a more restricted view about the definition of CSR. The majority addressed only a few dimensions of it, showing little knowledge about it. Some respondents have doubts about CSR, especially basic questions, concerning the concept of the theme. Others have also showed doubts regarding the practice of CSR. Overall, the results suggest that respondents are sensitized to this issue. More than theory, however, they want to know how the CSR can be put into practice. The end of this research brings some recommendations to educational institutions and suggestions for future research.

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.

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.