Marketing as controvérsias do marketing moderno

O presente trabalho tem como objetivo apresentar, a partir das origens do conceito de marketing e de sua evolução, as controvérsias observadas em seu desenvolvimento. Comenta-se, além disso, a natureza e o escopo das tendências mais recentes deste conceito

Marketing internationalization: influence factors on product customization decision

Purpose – Studies about product customization decision are especially relevant for organizations that decide opening a subsidiary overseas. This scenario requires the company to decide which products should be customized and which products should be standardized when selling products in international markets. The main purpose of this paper is to identify which factors influence the decisions on the customization of industrial products and consumer products to a particular country in the marketing function of a global company. Design/methodology/approach – To do so, a literature review was conducted addressing the following topics: internationalization, international marketing and product customization factors. With regard to methodological aspects, an initial qualitative phase was conducted with four exploratory case studies. In the quantitative phase, an online survey was developed, obtaining 123 records of an intentional non-probabilistic sample. Findings – As a result, six factors were deemed essential to the product customization decision: customers’ characteristics, sustainable return on investment, sustainable profit, legal requirements, sales of other products in the portfolio and weather differences. Originality/value – The authors expect that the results of this research contribute academically for the management knowledge about the meanings that product customization can assume in internationalized companies, and, additionally, in a business way, the authors expect that they help companies make strategic decisions on the appropriate measure to take regarding product customization in international markets, whether industrial products or consumer products. With these findings, the authors expect to make a valid contribution about product customization decision and suggesting future studies from other perspectives

Marketing internationalization: influence factors on product customization decision

Purpose – Studies about product customization decision are especially relevant for organizations that decide opening a subsidiary overseas. This scenario requires the company to decide which products should be customized and which products should be standardized when selling products in international markets. The main purpose of this paper is to identify which factors influence the decisions on the customization of industrial products and consumer products to a particular country in the marketing function of a global company. Design/methodology/approach – To do so, a literature review was conducted addressing the following topics: internationalization, international marketing and product customization factors. With regard to methodological aspects, an initial qualitative phase was conducted with four exploratory case studies. In the quantitative phase, an online survey was developed, obtaining 123 records of an intentional non-probabilistic sample. Findings – As a result, six factors were deemed essential to the product customization decision: customers’ characteristics, sustainable return on investment, sustainable profit, legal requirements, sales of other products in the portfolio and weather differences. Originality/value – The authors expect that the results of this research contribute academically for the management knowledge about the meanings that product customization can assume in internationalized companies, and, additionally, in a business way, the authors expect that they help companies make strategic decisions on the appropriate measure to take regarding product customization in international markets, whether industrial products or consumer products. With these findings, the authors expect to make a valid contribution about product customization decision and suggesting future studies from other perspectives

Internacionalização no segmento de mídia out of home: o caso da JCDecaux no mercado brasileiro

Purpose - This case study aims to understand the motivations for the expansion of the French multinational JCDecaux to Brazil, in the light of relevant theories about the internationalization of companies. JCDecaux is the world's largest outdoor media company (out of home), a fast-growing industry of the advertising market in Brazil.Design/methodology - This study explain the case based on the internationalization of companies theories, in the economic (Eclectic Paradigm of International Production) and behavioral (Uppsala School and Business Networks Model) strands. In addition to secondary sources, the research was supported by interviews with experts and executives from the outdoor media industry in Brazil.Findings - The main determining drivers for the entry of JCDecaux in the Brazilian market were identified. The analysis based on the theoretical models of internationalization concluded that the economic approach determined in a more significant way the company's entry into the Brazilian media out of home market. Economic advantages outweighed the costs and risks of Brazil's business environment, making the country attractive to the company's foreign investment.Research limitations - The scarcity of data about the media outdoor was reported by a professional interviewed as a negative feature. Another important limitation is the lack of scientific production about the out-of-home media in Brazil.Originality - This paper contributed to generate important information about the Brazilian outdoor media industry, especially on the phenomenon of internationalization of companies in this industry.Propósito - Este estudo de caso visa compreender as motivações para a expansão da multinacional francesa JCDecaux para o Brasil à luz de teorias relevantes sobre a internacionalização de empresas. A JCDecaux é a maior empresa de mídia outdoor (out of home) do mundo, um segmento em crescimento do mercado publicitário Brasileiro.Design/metodologia - Este estudo explica o caso baseado nas teorias de internacionalização de empresas, nas vertentes econômica (Paradigma Eclético da Produção Internacional) e comportamental (Escola de Uppsala e Modelo de Redes de Negócios). Além de fontes secundárias, a pesquisa contou com entrevistas com especialistas e executivos da indústria de mídia outdoor no Brasil.Resultados - Foram identificados os principais determinantes para a entrada da JCDecaux no mercado brasileiro. A análise baseada nos modelos teóricos de internacionalização concluiu que a abordagem econômica determinou de forma mais significativa a entrada da empresa no mercado brasileiro de média outdoor. As vantagens econômicas superaram os custos e riscos do ambiente de negócios do Brasil, tornando o país atraente para o investimento estrangeiro da empresa.Limitações da Pesquisa - A escassez de dados sobre a mídia outdoor foi relatada por um profissional entrevistado como um fator negativo. Outra limitação importante é a falta de produção científica sobre a mídia out of home no Brasil.Originalidade - Este artigo contribuiu para gerar importantes informações sobre o segmento de mídia outdoor brasileiro, principalmente sobre o fenômeno da internacionalização das empresas nesse setor

Análise da competitividade do sistema agroindustrial da truta na região de puno, peru

This paper deals with the fishing industry and aimed to identify the strategies practiced by the producers of trout in the region of Puno, Peru. In addition, it aimed to propose a new industrial relationship scheme. This exploratory research was conducted under multiple case studies and through personal and semi structured interviews with managers and producers of four organizations or groups of producers of trout. Cooperation strategies, competitive strategies and the relationship in the value chain were investigated. The survey revealed not only a modality of partnership between producers and suppliers based mainly on the practice of ethical values, but also the absence of a strategic plan by the producers and a low level of cooperation between them, motivated exclusively toward sales coordination and financial support. The new proposed industrial organization scheme would allow the producer groups to have more control over its internal environment and to explore new opportunities in their competitive environment in a way to reach greater competitive advantages.O presente trabalho trata do sistema agroindustrial do pescado e teve como objetivo identificar as estratégias praticadas pelos produtores de truta na região de Puno, Peru, além de propor um novo esquema de relacionamento industrial. A pesquisa exploratória utilizou-se de um estudo de casos múltiplos mediante entrevistas pessoais e semi-estruturadas com gestores e produtores de quatro organizações ou agrupamentos de produtores de truta. Foram abordadas estratégias de cooperação, estratégias competitivas e o relacionamento na cadeia de valor. A pesquisa revelou uma modalidade de parceria entre produtores e fornecedores baseada na prática de valores éticos; a não consideração de um plano estratégico por parte dos produtores e um baixo nível de cooperação entre produtores, voltado exclusivamente à coordenação de vendas e apoio financeiro. O novo esquema de organização industrial proposto permitiria aos grupos de produtores maior controle em seu ambiente interno e a explorar novas oportunidades em seu ambiente de competição de modo a atingirem maiores vantagens competitivas

ANÁLISE DA COMPETITIVIDADE DO SISTEMA AGROINDUSTRIAL DA TRUTA NA REGIÃO DE PUNO, PERU.

This paper deals with the fishing industry and aimed to identify the strategies practiced by the producers of trout in the region of Puno, Peru. In addition, it aimed to propose a new industrial relationship scheme. This exploratory research was conducted under multiple case studies and through personal and semi structured interviews with managers and producers of four organizations or groups of producers of trout. Cooperation strategies, competitive strategies and the relationship in the value chain were investigated. The survey revealed not only a modality of partnership between producers and suppliers based mainly on the practice of ethical values, but also the absence of a strategic plan by the producers and a low level of cooperation between them, motivated exclusively toward sales coordination and financial support. The new proposed industrial organization scheme would allow the producer groups to have more control over its internal environment and to explore new opportunities in their competitive environment in a way to reach greater competitive advantages

Técnica de overbooking no atendimento público ambulatorial em uma unidade do Sistema Único de Saúde

Aspectos como otimização de recursos, redução de custos, ganhos de qualidade e melhoria no atendimento receberam importância e são fundamentais para a sustentabilidade das organizações. Este trabalho analisa a eficiência no atendimento público ambulatorial, onde a alta taxa de absenteísmo por parte dos usuários implica baixa utilização de recursos, enquanto que, paradoxalmente, a demanda por atendimento médico é nitidamente superior à oferta. A abordagem, quantitativa e de caráter descritivo, analisa a utilização da técnica de overbooking para reduzir os efeitos do absenteísmo em um ambulatório da rede pública. Mediante o uso de métodos estatísticos e matemáticos, com base em dados de pacientes e agendamentos coletados em pesquisa, desenhou-se um interessante comparativo entre níveis de overbooking e respectivas taxas de utilização de recursos e níveis de serviço para cada cenário analisado. Os resultados obtidos apontam ganhos expressivos de eficiência, demonstrando o potencial de aumento do número de atendimentos para uma mesma base de ativos