BBR - Brazilian Business Review
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Modelo Teórico do Engajamento no Contexto das Comunidades de Marca
Get PDFThis essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made. This paper follows the tradition of Marketing Research and Consumer Behavior, more specifically the perspective of cognitive psychology. The main theoretical foundation of the study is the Social Identity Theory (SIT), also incorporating relevant contributions from the perspective of Consumer Culture Theory (CCT). Therefore, this study contributes to the progress of research on the phenomenon of engagement in brand communities, proposing a theoretical model that relates engagement with its antecedents factors and reflective dimensions.O objetivo deste artigo é contribuir para a definição do conceito de engajamento do consumidor no contexto das comunidades de marca. Para tanto, foi realizada uma ampla revisão de literatura sobre os estudos que abordam o fenômeno das comunidades de marca. Este artigo se insere na tradição da pesquisa de Marketing, mais especificamente em Comportamento do Consumidor, seguindo uma perspectiva da psicologia cognitiva. A fundamentação teórica está baseada principalmente na Social Identity Theory (SIT), com a incorporação de contribuições relevantes da perspectiva da Consumer Culture Theory (CCT). Assim, o presente estudo contribui para o desenvolvimento da pesquisa sobre o fenômeno do engajamento em comunidades de marca, mais especificamente mediante a proposição de um modelo teórico que relaciona o engajamento com os seus fatores antecedentes e com os seus reflexos
Aprendizado, Complexidade da Carteira e Assimetria Informacional nas Previsões de Analistas Sell-Side
Get PDFThe aim of this study was to analyze the association of learning and complexity in the target price forecasts and sell-side analysts’ recommendations on the BM&FBovespa. The sample comprised forecasts of 195 stocks, 75 brokers and 569 analysts between 2005 and 2013, analyzed by linear models with panel data. Our results suggest that the experience with the stock, with the sector and complexity of the portfolio confirmed the learn by doing, but the overall experience showed contradictions due to information asymmetry. Despite anchoring in their peers, analysts achieved significant returns, but showed forecasts with low accuracy. Therfore, we concluded that more experienced analysts may intentionally contradict themselves in an attempt to bias the market. Finally, we suggest the development of less biased analyst rankings in order to increase the competitiveness and quality in the results of the analyzes.O objetivo desse trabalho foi analisar a associação do aprendizado e a complexidade nas previsões de preços-alvo e recomendações de analistas sell-side na BM&FBovespa. A amostra compreendeu previsões de 195 ações, 75 corretoras e 569 analistas no período entre 2005 e 2013, analisadas através de modelos lineares com dados em painel. Os resultados apresentaram indícios de que a experiência com o ativo, com o setor e a complexidade da carteira confirmaram o lean by doing, porém a experiência em geral apresentou contradições devido à assimetria informacional. Apesar da ancoragem em seus pares, os analistas obtiveram retornos significativos, mas apresentaram previsões com baixa acurácia. Dessa forma, concluímos que analistas mais experientes podem entrar em contradição de forma intencional na tentativa de viesar o mercado. Por fim, sugerimos a formulação de rankings de analistas menos viesados como forma de aumentar a competitividade e a qualidade nos resultados das análises
Drivers da Adoção de Tecnologias em Serviços de Saúde
Get PDFThis paper proposes a theoretical framework for the study of the diffusion of ICT in management and assistance services in healthcare and empirically verifies its applicability in studying adoption of technology in this area. There was a review of literature in the period 2004-2014. Based on this framework, the researchers verified empirically the applicability of organizational drivers proposed in the prior conditions, through a case study conducted by interviews with 13 managers of a Brazilian public hospital that is adopting a nursing prescription module. Through the content analysis, eight organizational drivers of the technology adoption were confirmed. For future research, it is relevant to verify the applicability of the organizational and individual drivers in the other phases of the framework organized according to Rogers (1983), as well as in the prior conditions, either by new case studies or by developing quantitative research instruments about the management process of technology adoption in organizations.Este artigo propõe um framework teórico para o estudo da difusão de TIC em serviços gerenciais e assistenciais de saúde e verifica empiricamente sua aplicabilidade no estudo da adoção de tecnologia nesta área. Houve uma revisão da literatura relativa ao período de 2004 a 2014. A partir desse framework, os pesquisadores verificaram empiricamente a aplicabilidade dos drivers organizacionais propostos nas condições prévias, através de um estudo de caso conduzido por meio de entrevistas com 13 gestores de um hospital público brasileiro que está adotando um módulo de prescrição de enfermagem. Por meio da análise de conteúdo, oito drivers organizacionais da adoção de tecnologias foram confirmados. Para estudos futuros, é relevante verificar a aplicabilidade dos drivers organizacionais e individuais nas demais fases do framework organizado segundo Rogers (1983), bem como nas condições prévias, seja por meio de novos estudos de caso ou desenvolvimento de instrumentos quantitativos de pesquisa sobre o processo gerencial de adoção de tecnologias em organizações
Strategic Management at Mormaii - the Brazilian Surf Industry Leader
Get PDFThe sport of surfing has been growing rapidly in popularity worldwide and Brazil is among the countries with the largest surfing population, behind the United States and Australia, however, multinational surf companies are rushing in emerging markets like Brazil to find new opportunities for growth. This paper intends to provide insights on how local companies in these markets can overcome and even take advantage of differences with global competitors by re-thinking their core competencies and business models. Therefore, empirical research applying qualitative case study methodology was developed to investigate the role of strategy in the surf industry - a fairly unexplored research topic. Semi-structured in-depth interviews with the founder and CEO and the executive directors at the Brazilian surf industry leader - Mormaii, were conducted to understand how the 4-decade local company found its way to success. Although the theories: RBV, Core Competencies, and Dynamic Capabilities complement each other and help to explain firms’ performance and strategic choices, in empirical studies strategy has been analyzed only by one or another theory. Therefore, the simultaneous use of these three theories intended to fill this gap in the literature and bring more consistency to the discussion of this case study. As a result, this empirical study illustrates the RBV perspective, which stems from the principle that the source of firms’ competitive advantage lies in their internal resources and capabilities, rather than simply evaluating environmental opportunities and threats in conducting business. It also highlights the role that core competence and dynamic capabilities play in the company’s virtuous circle of sustainable growth and provides practitioners clues for re-thinking their strategies
O Impacto das Políticas e Práticas de Recursos Humanos Sobre os Comportamentos de Cidadania Organizacional
Get PDFThis study aims to investigate how policies and practices in human resources (PPHR) impact organizational citizenship behaviors (OCB). The OCBs represent additional contributions from employees to their organizations and, somehow, individual actions expected in crisis scenario or changing time by managers. The theoretical basis contains Milkovich and Boudreau (1994), Dessler (2002), Demo et al. (2012), among others, to address PPHR and Handy (1978), Organ (1990) and Siqueira (2003) to OCB. We collect data from 156 employees of public, private and mixed companies located in the State of São Paulo. The results revealed significant impact from PPHR over OCB, and we evidence that only professional involvement exhibited significant relation. We also conclude that PPHR influence the dissemination of organizational image and creative suggestions from OCB factors. The results indicate suggestions where managers can act to extract, effectively, organizational citizenship behaviors from their employees.Este trabalho tem por objetivo analisar o impacto das políticas e práticas de recursos humanos (PPRH) sobre os comportamentos de cidadania organizacional (CCO). Os CCO refletem as contribuições extra papel das pessoas, fator esperado pelos gestores em tempos de mudança ou crises para a efetividade organizacional. No campo teórico, foram consideradas prioritariamente as obras de Milkovich e Boudreau (1994), Dessler (2002) e Demo (2012) para PPRH; e os trabalhos de Katz e Kahn (1978), Organ (1990) e Siqueira (2003) para CCO. Adotou-se uma abordagem quantitativa, envolvendo 156 trabalhadores de empresas privadas, públicas e mistas localizadas no estado de São Paulo, que responderam espontaneamente a questionários de autopreenchimento. Como resultados, identificou-se que, dentre as PPRH, somente o fator Envolvimento apresentou relação significativa com CCO. Já o conjunto de PPRH impacta com significância os fatores Divulgação da Imagem Organizacional e Sugestões Criativas.Os resultados indicam também áreas de atuação nas quais os gestores podem obter mais efetividade sobre os comportamentos extrapapel dos seus empregados
Responsabilidade Socioambiental Corporativa como Fator de Atração e Retenção para Jovens Profissionais
Get PDFThis research investigates if company social-environmental responsibility (SER) is an attraction and retention factor for young professionals in two studies. The first study, an experiment, investigates whether such practices influence the attraction exerted by the company as a prospect employer among undergraduate students, considering different wage and professional development conditions. The second study, a survey, investigates the impact of company SER on voluntary turnover among trainees, controlling for individual differences and satisfaction with income, growth and interests. The results suggest that SER is an important element in the attractiveness exercised by companies as they recruit young professionals, and in the retention of trainees, since it is statistically associated with the likelihood of them leaving their companies after disputed selection processes and expensive training programs.Esta pesquisa investiga o impacto da responsabilidade socioambiental (RSA) na atração e retenção de jovens profissionais, através de dois estudos. O primeiro deles, de natureza experimental, investiga se tais práticas são um fator de atração para jovens em formação, considerando diferentes condições salariais e de desenvolvimento profissional. O segundo, uma survey, investiga o impacto da RSA na rotatividade voluntária de trainees, controlando para diferenças individuais e para o nível de satisfação com salário, crescimento e área de interesse. Os resultados sugerem que a RSA é um quesito relevante tanto na atratividade exercida por uma empresa no recrutamento de jovens profissionais, como também está estatisticamente associada com a probabilidade de eles deixarem as empresas após disputados processos seletivos e programas de treinamento
A Aprendizagem do Cozinhar à Luz das Práticas Sociais e da Estética Organizacional
Get PDFThe aim of this article was to analyze the learning process of cooking in the two regional restaurants from the Brazilian northeast in the light of social practices and the organizational aesthetics. Thereby, it carried out a qualitative research drawn on an aesthetic approach. The construction of empirical data was through the mehod of zooming in and zooming out, operationalized through participant observation, informal conversations, and semi structure interviews. The analysis were carried out using aesthetics categories related to the cooking practice. The results show that the cooking learning occurs through the use of perceptive faculties along with collective aesthetic judgements constituting the social practice of cooking. Conclusions highlight that the cooking practice implies on the taste making that represents a sensible knowledge resulted from what is touchable, visible, hearing, smelled, and tasted.O objetivo deste estudo foi analisar o processo de aprendizagem do cozinhar em dois restaurantes de comida regional nordestinos à luz das práticas sociais e da estética organizacional. Deste modo, foi realizada uma pesquisa qualitativa de abordagem estética. A construção dos dados empíricos foi por meio do método de zooming in e zooming out, operacionalizado por meio de observação participante, conversas informais e entrevistas semiestruturadas. A análise foi realizada por meio de categorias estéticas relativas à pratica do cozinhar. Os resultados indicam que a aprendizagem do cozinhar ocorre por meio do uso das faculdades perceptivas individuais somadas a juízos estéticos coletivos constituindo uma prática social do cozinhar. Concluiu-se que a prática do cozinhar implica a formação do gosto que representa um conhecimento sensível fruto do que é palpável, visível, ouvido, cheirado e degustado
A Estrutura Competitiva e o Posicionamento Estratégico da Indústria Bancária Perante Grandes Distúrbios Ambientais: Um Estudo dos Bancos Brasileiros
Get PDFThis work looks into the dynamics of the competitive structure and strategic positioning of Brazilian banks. Over the eighteen years covered by the study, we saw periods of strategic instability in this industry and differing structures of strategic groups, with regard to not only their number, but also their composition. Our study therefore provides empirical evidence that we will hardly find periods of full strategic stability. These findings denote that, at some moment, there is a change in the strategic positioning of these firms and provides insight with regard to the competitive patterns of an industry over the period.Este trabalho examina a dinâmica da estrutura competitiva e o posicionamento estratégico dos bancos brasileiros. Ao longo dos dezoito anos abrangidos pelo estudo, observamos períodos de instabilidade estratégica nessa indústria e nas diferentes estruturas de grupos estratégicos, no que se refere não só ao seu número, mas também a sua composição. Este estudo, portanto, fornece evidências empíricas de que dificilmente encontraremos períodos de plena estabilidade estratégica. Esses resultados indicam que, em algum momento, há uma mudança no posicionamento estratégico dessas empresas e fornece uma visão em relação aos padrões competitivos de uma indústria ao longo do tempo
Fiscal Responsibility Strategy in Brazilian Football Clubs: A Dynamic Efficiency Analysis
Get PDFThe objective of this study is to structure an indicator of dynamic efficiency focused on fiscal responsibility strategy of Brazilian football clubs and explain the concept of efficiency by the market structure and sports performance. Our main contribution to the previous empirical literature is the utilization of an additive model for temporal series called the Dynamic Slack Based Model. We estimated the inter-temporal efficiency of 25 football clubs of a balanced panel data that span the period 2010-2014. The results showed that the dynamic efficiency of the Brazilian football clubs is, on average, 80.62%. Finally, the results shown in the explanatory model suggest that the features of market structure and sporting factors have positive and significant associations with dynamic efficiency such as the size of the club, participation in the “Libertadores” Cup, access to a higher division and relegation to a lower division
Management is not a Game: The Effects of Strategy and Structural Changes in the Competitiveness of Football Clubs
Get PDFThis article analyzes the use of strategy, structure and professionalization to improve the long-term competitiveness of sport organizations. The case study contemplates two of the top ten Brazilian football clubs using qualitative data from 21 interviews with their upper management, and a documentary research of secondary data. The results indicate that similar structural changes and professionalization processes have different implications for the clubs, with distinct contributions to their growth and competitiveness. The research presents evidence that both the formulation of the strategy and the way it is implemented are determinant in conciliating sports and financial objectives with the responses to internal and external contingencies, implementing organizational changes to benefit the performance of the club on-field and off-field