Victor Manoel Cunha de Almeida

DETERMINANTES DA SATISFAÇÃO DOS CLIENTES COM SERVIÇOS BANCÁRIOS

The objective of this paper is to present the results of a research that tried to investigate the role played by various aspects of retail banking service when it comes to customer satisfaction. The results of the research, which considered 1001 customers of banking services in the cities of Rio de Janeiro and Sao Paulo, showed that the service recovery practices adopted by the banks constitute the factor with the biggest influence on the customers general satisfaction. Other factors, like satisfaction with managers, with products and services on offer and with automated teller machines were also identified as important for banking customers, while satisfaction with telephone banking services and with service at the bank counter were not considered significant.

Trade marketing no setor de lojas de conveniência

This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four convenience store chains and five manufacturers. Results indicate that the existence of a formal trade marketing area does not per se ensure collaboration between manufactures and convenience store chains. Trade marketing activities are developed and negotiated with franchisors, but the execution takes place at the franchisee level. It is, in fact, a triadic relationship that encompasses the manufacturer, the franchisor of the convenience stores and its franchisees.Abstract This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four convenience store chains and five manufacturers. Results indicate that the existence of a formal trade marketing area does not per se ensure collaboration between manufactures and convenience store chains. Trade marketing activities are developed and negotiated with franchisors, but the execution takes place at the franchisee level. It is, in fact, a triadic relationship that encompasses the manufacturer, the franchisor of the convenience stores and its franchisees.keywords Trade marketing, convenience store, franchisor, franchisee, fast moving consumer goods.Resumen El estudio se propone describir las motivaciones para la adopcion del trade marketing en el sector de tiendas de conveniencia, asi como sus atribuciones y posicion en la estructura organizacional. Se utilizo el estudio de casos multiples para investigar las motivaciones y practicas de cuatro redes de tiendas de conveniencia, ademas de cinco fabricantes indicados por las redes investigadas. Se constato que la existencia de un area formal de trade marketing no es condicion suficiente para garantizar la colaboracion entre los fabricantes y los minoristas de tiendas de conveniencia. Las acciones de trade marketing son desarrolladas y negociadas con el franquiciador, pero su ejecucion ocurre en la instancia del franquiciado. Se trata, por lo tanto, de una relacion tripartita (triade) compuesta por fabricante, franquiciador de las tiendas de conveniencia y sus franquiciados.

Caso WebBusiness: vender ou não vender, eis a questão

Abstract The WebBusiness case, based on real facts, confronts students with the need to make a critical decision in the life of a small entrepreneur who is enjoying a successful venture: to sell or not to sell his business. The main character of the case, Moris Litvak, developed and operates an online platform that allows hotels to receive reservations over the web. To argue consistently for or against selling, the student has to evaluate the business situation, the entrepreneur´s competences and those of his team and the quality of the buying offer received. In doing so, he or she practices critical skills for the management of a new business. To allow for a well reasoned argument, the case offers extensive information about the entrepreneur life´s trajectory, the organization’s development and existing structure, its market, products, competitors and alliances, and also the present and projected financial results and details of the offer received. The data provided makes it possible for the student to calculate the value of the firm, based on the projected five years of results and to compare this value with the one being offered for it. The case also has data to support a discussion concerning the plausibility of the results projected by the entrepreneur and of other subjective aspects involved in the decision.

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.

Efeito pátina: a inscrição de signos conotativos da passagem do tempo nos bens de consumo

Este estudo propoe a retomada da discussao da “patina” como propriedade fisica e simbolica da cultura material, capaz de categorizar, classificar e legitimar status por meio de bens de consumo. Utilizou-se a abordagem interpretativa e a tecnica de observacao para investigar a presenca de evidencias da inscricao de signos conotativos da passagem do tempo nos elementos de comunicacao e apresentacao dos bens de consumo. Os resultados do estudo mostram como o “efeito patina” se faz presente no marketing da categoria de produtos estudada. Palavras-chave: Patina; consumo; marca; status; identidade. Abstract This paper aims to revisit the discussion of “patina” as both physical and symbolic properties in material culture, thus used to categorize, classify, and legitimate status by means of consumer products. The interpretative method based on observation techniques was used to explore evidences of the inscription of connotative signs of time in those elements used to communicate and to present consumer goods. Results show how the “patina effect” occurs in the marketing of the product category studied. Keywords: Patina; consumption; brand; status; identity.

OS EFEITOS DA IDENTIFICAÇÃO REGIONAL NO VALOR DA MARCA DO PATROCINADOR ESPORTIVO

Desde que foi escolhido como sede da Copa do Mundo de 2014 e dos Jogos Olimpicos de 2016, o montante de receitas movimentado pelo patrocinio esportivo no Brasil tem crescido significativamente, entretanto, sem que a pratica gerencial e a pesquisa academica tenham se desenvolvido no mesmo ritmo. O presente estudo, que visa contribuir para o avanco do conhecimento sobre tema, investigou o impacto da identificacao regional do patrocinador e da congruencia entre time e patrocinador no valor da marca do patrocinador. As principais referencias teoricas do estudo sao a teoria da identidade social (TAJFEL e TURNER, 1979), a teoria do esquema (AXELROD, 1973), a teoria da rede associativa (COLLINS e LOFTUS, 1975) e o valor da marca na perspectiva do consumidor (KELLER, 1993). A pesquisa foi realizada em Porto Alegre, capital do Rio Grande do Sul (RS), estado marcado pela valorizacao da cultura regional gaucha. A amostra foi nao-probabilistica, composta por 2.116 fas de Gremio e Internacional. Foi analisada a relacao entre os dois times as marcas Banrisul e a Unimed Porto Alegre, patrocinadoras de ambos os clubes ha mais de dez anos. A analise dos dados foi realizada utilizando a Analise Fatorial Exploratoria e Analise Fatorial Confirmatoria; e foram verificados a confiabilidade e as validades convergente, discriminante e nomologica dos construtos. Para testar as hipoteses substantivas, foi aplicada a Modelagem de Equacoes Estruturais, usando a tecnica ADF. Os resultados empiricos sugerem que o valor da marca do patrocinador e influenciado principalmente de forma indireta pela identificacao regional do patrocinador, dado que este efeito e mediado parcialmente pela congruencia entre time e patrocinador.

The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement

This study investigates the effects of sport’s celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports celebrity endorsement on purchase intention; and (3) to what extent consumer sports-involvement moderates the effect of a sports celebrity endorsement on purchase intention. One famous Brazilian soccer player and four product categories were used as stimuli. The research method used was a survey, which has included 1,025 respondents. Data analysis was performed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Structural equation modeling (SEM), using the ADF technique, was applied to test the substantive hypotheses. To test the hypotheses of the moderating effect of gender and consumer sports-involvement, the research used the multigroup analysis technique. The empirical results support the relationship between a sport celebrity’s endorsement and purchase intention. The moderating effects of gender and sports-involvement were also empirically supported, but only partially.

TOTVS Franchises in Latin America: Innovation and Internationalization

The TOTVS teaching case describes the internationalization process of a Brazilian company in the IT sector, which develops business management software. The case reports the company’s path since its inception, providing the opportunity for class discussion of themes and concepts related to technological innovation, innovation in knowledge-intensive services, international business theories and entry modes into new markets. The case is reported from the view of its president and founder Laercio Cosentino, who in the early 1980s realized the potential of microcomputers for business management systems. He managed the challenge of introducing such systems into companies that had manual control. Further, he provided outsourcing services and mainframe applications for those companies that were too small to attract the attention of industry giants like SAP and Oracle. In 1989 the company initiated a change to its corporate structure — former subsidiaries were transformed into franchises. The franchises added value to the operational process of TOTVS, which in turn generated new business opportunities, products and services.

Unimed Leste Fluminense: alinhando os canais para crescer

The Unimed Leste Fluminense teaching case presents a decisive situation faced by Dilson Reis, the organization market director. The case describes the company’s history since its foundation and highlights the moment in which the director, pressured by both competition and extensive regulations of the industry, wonders how to increase its customer base. At the time of the decision, the industry had greatly intensified competition, with the most intense disputes being for large corporate clients, including both among health insurance sales agents and among the brokers who sold these plans. The preference for corporate clients stemmed primarily from the restrictions imposed by the regulations of the National Agency for Supplementary Health (ANS), which apply only to individual customers. The structure of sales channels of the Unimed Leste Fluminense was not well defined, as they competed for both individual customers and corporate clients, without any form of coordination of management of the stores, sales representatives, dealers or brokers. The company was worried about the potential sales channels conflicts, since it was doing everything to win over customers, but had little influence over its sales partners. The case provides an opportunity for discussion on the need to align the marketing channels structure to the firms growth objectives. It also allows for reflection on the nature of multi-channel conflicts and the actions required for their management. This is a real life case, drawn from interviews with Benito Petraglia, Dilson Reis and Jair da Costa Jr., managing director, director of marketing and market manager of the Unimed Leste Fluminense office respectively. To facilitate the process of student involvement, the dilemma of the case was presented from Dilson Reis’ perspective. Secondary information was used for data triangulation and to enrich the case description. Secondary data was also used to describe the private health care sector, more specifically the segment of health insurance plans, to offer students the opportunity to contextualize the case. The discussion of the case in the disciplines of distribution and marketing channels in post-graduate courses is recommended, especially for programs whose method assumes a participant-centered learning approach. It is expected that the student takes an active role in the individual case preparation, group discussions and the plenary session.

Trade marketing en el sector de tiendas de conveniencia

This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four convenience store chains and five manufacturers. Results indicate that the existence of a formal trade marketing area does not per se ensure collaboration between manufactures and convenience store chains. Trade marketing activities are developed and negotiated with franchisors, but the execution takes place at the franchisee level. It is, in fact, a triadic relationship that encompasses the manufacturer, the franchisor of the convenience stores and its franchisees.Abstract This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four convenience store chains and five manufacturers. Results indicate that the existence of a formal trade marketing area does not per se ensure collaboration between manufactures and convenience store chains. Trade marketing activities are developed and negotiated with franchisors, but the execution takes place at the franchisee level. It is, in fact, a triadic relationship that encompasses the manufacturer, the franchisor of the convenience stores and its franchisees.keywords Trade marketing, convenience store, franchisor, franchisee, fast moving consumer goods.Resumen El estudio se propone describir las motivaciones para la adopcion del trade marketing en el sector de tiendas de conveniencia, asi como sus atribuciones y posicion en la estructura organizacional. Se utilizo el estudio de casos multiples para investigar las motivaciones y practicas de cuatro redes de tiendas de conveniencia, ademas de cinco fabricantes indicados por las redes investigadas. Se constato que la existencia de un area formal de trade marketing no es condicion suficiente para garantizar la colaboracion entre los fabricantes y los minoristas de tiendas de conveniencia. Las acciones de trade marketing son desarrolladas y negociadas con el franquiciador, pero su ejecucion ocurre en la instancia del franquiciado. Se trata, por lo tanto, de una relacion tripartita (triade) compuesta por fabricante, franquiciador de las tiendas de conveniencia y sus franquiciados.