DE PERNAMBUCO PARA A FRANÇA: O MARKETING MIX INTERNACIONAL DA PINGA NORDESTINA

The main purpose of this article is to analyze the process of internationalization of Pinga Nordestina, an enterprise that produces and markets cachaça (Brazilian spirit) located in the Semi-arid hinterland of Pernambuco State, in terms of its global marketing mix. The theoretical framework is composed of the marketing mix elements in the international context, which are fundamental for the understanding of the phenomenon. Qualitative case study methodology was applied in order to capture and understand the various aspects related to the internationalization process of the analyzed unit, using interviews and document analysis as data collection techniques. Among other results, the study showed the need for product and price adjustment and the importance of promotional tools, especially international fairs and of the relationship with cachaça distributors in the European market. Furthermore, it can be stated that the findings are in accordance with contemporary literature on internationalization of enterprises in emerging markets.Este artículo tiene como objetivo central analizar el proceso de internacionalización del Aguardiente Nordestina, empresa de producción y comercialización de aguardiente de caña situada en el Agreste de Pernambuco, bajo la óptica del marketing mix global. La sustentación teórica es compuesta por los elementos del marketing mix en el contexto internacional, necesarios la comprensión del fenómeno. Para tanto, la metodología del estudio de caso cualitativo fue utilizada a fin de captar y entender los diversos matices pertinentes al proceso de internacionalización de la unidad de análisis, utilizando entrevistas y análisis documental como técnicas de recolección de dados. En los resultados se verificó la necesidad de adaptación del producto y del precio e la importancia de las herramientas promocionales, en especial las ferias internacionales, y de la relación con los distribuidores del aguardiente de caña en el mercado europeo. Además, se puede afirmar que los resultados encontrados corroboran con la literatura contemporánea acerca de la internacionalización de empresas en países emergentes.TEXTO (PDF) TAMBÉM DISPONÍVEL EM INGLÊSEste artigo tem como objetivo central analisar o processo de internacionalização da Pinga Nordestina, empresa de produção e comercialização de cachaça situada no Agreste de Pernambuco, sob a ótica do marketing mix global. O arcabouço teórico é composto pelos elementos do marketing mix no contexto internacional, necessários a compreensão do fenômeno. Para tanto, a metodologia do estudo de caso qualitativo foi utilizada a fim de captar e entender as diversas facetas pertinentes ao processo de internacionalização da  unidade de análise, utilizando entrevistas e análise documental como técnicas de coleta de dados. Dentre os resultados, verificou-se a necessidade de adaptação do produto e do preço e importância das ferramentas promocionais, em especial as feiras internacionais, e do relacionamento com os distribuidores da cachaça no mercado europeu. Ademais, pode-se afirmar que os achados corroboram com a literatura contemporânea acerca de internacionalização de empresas em países emergentes

Teorias de internacionalização e aplicação em países emergentes: uma análise crítica

Seven internationalisation theories are presented and discussed in this paper: Life Cycle Model, Uppsala Internationalisation Process, Related Innovative Process, Adaptative Choice Model, Internalization / Eclectic Paradigm, Resource Based View and Diamond Model. The aim is to critically analyze those theories, proposing the union of some key-concepts and the addition of the actual context of the emerging markets in order to construct a better understanding of the internationalisation process in these countries. Since all models were constructed in developed countries, it is necessary reflect about these models and not simply reply them - searching for convergences and not looking at the possible divergences. It is necessary the awareness of the different contexts and internationalization timing, since most developing countries had a late entry in the international market due to the inward-oriented politics and the established protectionism

Redefinindo conceitos: um ensaio teórico sobre os conceitos-chave das teorias de internacionalização

Theories may be considered to be mechanisms that simplify reality. During this simplification, key concepts remain and are highlighted while others are ignored. In order to broaden the applicability of internationalization theories to developing countries this theoretical paper identified the main concepts of the Life Cycle, Nordic School of Uppsala, Eclectic Paradigm, Adaptive Choice, Resource Based View and Diamond Model theories. The concepts of location, tangible and intangible resources, environment, management choices, learning and influence of external agents were explored. It was suggested that the internationalization process be assessed from a longitudinal perspective to identify the importance of each key concept during the process. The objective was to construct new and more dynamic theories that better reflect the true situation of developing countries. The conclusion was that no model can, by itself, explain the process.As teorias podem ser consideradas como mecanismos simplificadores da realidade. Neste processo de simplificação, conceitos-chave permanecem no âmago das teorias, enquanto outros são distorcidos ou ignorados. Nos estudos disponíveis sobre países em desenvolvimento, aspectos importantes são desconhecidos; por outro lado, os estudos de países desenvolvidos não refletem a realidade dos emergentes. Visando uma maior aplicabilidade das teorias de internacionalização em países emergentes, este ensaio teórico identifica os principais conceitos-chave do Modelo de Ciclo de Vida do Produto, da Escola Nórdica (Uppsala), do Paradigma Eclético, da Teoria das Escolhas Adaptativas, da RBV (Resource-Based View) e do Modelo Diamante. São explorados os conceitos de localização, recursos tangíveis, recursos intangíveis, ambiente, escolhas gerenciais, aprendizagem e influência de agentes externos, identificando-se as suas interseções. Sugere-se que se avalie empiricamente, de forma longitudinal, a influência de cada conceitochave ao longo do processo de internacionalização, para a construção de teorias que reflitam a realidade de países emergentes. Advoga-se que nenhum modelo, isoladamente, consegue explicar o fenômeno

Cardiac outcomes after pregnancy in women with congenital heart disease

Objective: Women with congenital heart disease (CHD) are at risk for adverse cardiac events during pregnancy; however, the risk of events late after pregnancy (late cardiac events; LCE) has not been well studied. A study was undertaken to examine the frequency and determinants of LCE in a large cohort of women with CHD. Design: Baseline characteristics and pregnancy were prospectively recorded. LCE (\u3e6 months after delivery) were determined by chart review. Survival analysis was used to determine the risk factors for LCE. Setting: A tertiary care referral hospital. Patients: The outcomes of 405 pregnancies were studied (318 women; median follow-up 2.6 years). Main outcome measures: LCE included cardiac death/ arrest, pulmonary oedema, arrhythmia or stroke. Results: LCE occurred after 12% (50/405) of pregnancies. The 5-year rate of LCE was higher in women with adverse cardiac events during pregnancy than in those without (27±9% vs 15±3%, HR 2.2, p=0.02). Women at highest risk for LCE were those with functional limitations/cyanosis (HR 3.9, 95% CI 1.2 to 13.0), subaortic ventricular dysfunction (HR 3.0, 95% CI 1.4 to 6.6), subpulmonary ventricular dysfunction and/or significant pulmonary regurgitation (HR 3.2, 95% CI 1.6 to 6.6), left heart obstruction (HR 2.6, 95% CI 1.2 to 5.2) and cardiac events before or during pregnancy (HR 2.6, 95% CI 1.3 to 4.9). In women with 0, 1 or \u3e1 risk predictors the 5-year rate of LCE was 762%, 2365% and 44610%, respectively (p\u3c0.001). Conclusions: In women with CHD, pre-pregnancy maternal characteristics can help to identify women at increased risk for LCE. Adverse cardiac events during pregnancy are important and are associated with an increased risk of LCE

The oxytocin analogue carbetocin prevents priming-induced reinstatement of morphine-seeking: Involvement of dopaminergic, noradrenergic and MOPr systems.

Relapse to illicit drug-seeking following abstinence is a major challenge for the treatment of addiction as no effective pharmacotherapy is available. We have recently shown that activating the central oxytocinergic system prevents emotional impairment and stress-induced reinstatement associated with opioid withdrawal. Here, we investigated whether the oxytocin analogue carbetocin (CBT) is able to reverse morphine-primed reinstatement of conditioned-place preference (CPP) in mice. The mechanism underlining the behavioural effect of CBT was investigated by assessing the involvement of the striatal noradrenergic and dopaminergic systems in CBT reversal of priming- and stress-induced reinstatement of opioid CPP. In addition, given recent evidence suggesting the presence of oxytocin receptor (OTR)-μ-opioid receptor (MOPr) interactions in the brain, we further explored these interactions by carrying out OTR autoradiographic binding in brain of mice lacking MOPr. CBT administration prevented priming-induced reinstatement of morphine CPP. While an acute effect of CBT in enhancing dopamine turnover was observed following stress- and priming-induced reinstatement, CBT significantly decreased striatal noradrenaline turnover only following priming-induced reinstatement. Moreover, a significant brain region- specific increase in OTR binding was observed in MOPr knockout mice, indicating the presence of a possible OTR-MOPr interaction, which may be involved in the modulation of relapse. These results support the oxytocinergic system as a promising target for the prevention of relapse to opioid use and highlight the differential involvement of monoaminergic systems on the effects of OTR stimulation in preventing stress- and priming-induced reinstatement of opioid CPP behaviour

Particulate matter exposure during pregnancy is associated with birth weight, but not gestational age, 1962-1992: a cohort study

<p>Abstract</p> <p>Background</p> <p>Exposure to air pollutants is suggested to adversely affect fetal growth, but the evidence remains inconsistent in relation to specific outcomes and exposure windows.</p> <p>Methods</p> <p>Using birth records from the two major maternity hospitals in Newcastle upon Tyne in northern England between 1961 and 1992, we constructed a database of all births to mothers resident within the city. Weekly black smoke exposure levels from routine data recorded at 20 air pollution monitoring stations were obtained and individual exposures were estimated via a two-stage modeling strategy, incorporating temporally and spatially varying covariates. Regression analyses, including 88,679 births, assessed potential associations between exposure to black smoke and birth weight, gestational age and birth weight standardized for gestational age and sex.</p> <p>Results</p> <p>Significant associations were seen between black smoke and both standardized and unstandardized birth weight, but not for gestational age when adjusted for potential confounders. Not all associations were linear. For an increase in whole pregnancy black smoke exposure, from the 1^st(7.4 μg/m³) to the 25^th(17.2 μg/m³), 50^th(33.8 μg/m³), 75^th(108.3 μg/m³), and 90^th(180.8 μg/m³) percentiles, the adjusted estimated decreases in birth weight were 33 g (SE 1.05), 62 g (1.63), 98 g (2.26) and 109 g (2.44) respectively. A significant interaction was observed between socio-economic deprivation and black smoke on both standardized and unstandardized birth weight with increasing effects of black smoke in reducing birth weight seen with increasing socio-economic disadvantage.</p> <p>Conclusions</p> <p>The findings of this study progress the hypothesis that the association between black smoke and birth weight may be mediated through intrauterine growth restriction. The associations between black smoke and birth weight were of the same order of magnitude as those reported for passive smoking. These findings add to the growing evidence of the harmful effects of air pollution on birth outcomes.</p

Target genes, variants, tissues and transcriptional pathways influencing human serum urate levels.

Elevated serum urate levels cause gout and correlate with cardiometabolic diseases via poorly understood mechanisms. We performed a trans-ancestry genome-wide association study of serum urate in 457,690 individuals, identifying 183 loci (147 previously unknown) that improve the prediction of gout in an independent cohort of 334,880 individuals. Serum urate showed significant genetic correlations with many cardiometabolic traits, with genetic causality analyses supporting a substantial role for pleiotropy. Enrichment analysis, fine-mapping of urate-associated loci and colocalization with gene expression in 47 tissues implicated the kidney and liver as the main target organs and prioritized potentially causal genes and variants, including the transcriptional master regulators in the liver and kidney, HNF1A and HNF4A. Experimental validation showed that HNF4A transactivated the promoter of ABCG2, encoding a major urate transporter, in kidney cells, and that HNF4A p.Thr139Ile is a functional variant. Transcriptional coregulation within and across organs may be a general mechanism underlying the observed pleiotropy between urate and cardiometabolic traits.The Genotype-Tissue Expression (GTEx) Project was supported by the Common Fund of the Office of the Director of the National Institutes of Health, and by NCI, NHGRI, NHLBI, NIDA, NIMH, and NINDS. Variant annotation was supported by software resources provided via the Caché Campus program of the InterSystems GmbH to Alexander Teumer

New loci for body fat percentage reveal link between adiposity and cardiometabolic disease risk

To increase our understanding of the genetic basis of adiposity and its links to cardiometabolic disease risk, we conducted a genome-wide association meta-analysis of body fat percentage (BF%) in up to 100,716 individuals. Twelve loci reached genome-wide significance (P<5 × 10−8), of which eight were previously associated with increased overall adiposity (BMI, BF%) and four (in or near COBLL1/GRB14, IGF2BP1, PLA2G6, CRTC1) were novel associations with BF%. Seven loci showed a larger effect on BF% than on BMI, suggestive of a primary association with adiposity, while five loci showed larger effects on BMI than on BF%, suggesting association with both fat and lean mass. In particular, the loci more strongly associated with BF% showed distinct cross-phenotype association signatures with a range of cardiometabolic traits revealing new insights in the link between adiposity and disease risk

Genome-wide association study identifies six new loci influencing pulse pressure and mean arterial pressure.

Numerous genetic loci have been associated with systolic blood pressure (SBP) and diastolic blood pressure (DBP) in Europeans. We now report genome-wide association studies of pulse pressure (PP) and mean arterial pressure (MAP). In discovery (N = 74,064) and follow-up studies (N = 48,607), we identified at genome-wide significance (P = 2.7 × 10(-8) to P = 2.3 × 10(-13)) four new PP loci (at 4q12 near CHIC2, 7q22.3 near PIK3CG, 8q24.12 in NOV and 11q24.3 near ADAMTS8), two new MAP loci (3p21.31 in MAP4 and 10q25.3 near ADRB1) and one locus associated with both of these traits (2q24.3 near FIGN) that has also recently been associated with SBP in east Asians. For three of the new PP loci, the estimated effect for SBP was opposite of that for DBP, in contrast to the majority of common SBP- and DBP-associated variants, which show concordant effects on both traits. These findings suggest new genetic pathways underlying blood pressure variation, some of which may differentially influence SBP and DBP