Huawei case study : a reposition challenge to achieve leadership

Having as a focus the practical dilemma of Huawei’s repositioning strategy in Portugal, the present dissertation places under analysis the efficiency of the brand’s strategy evaluated through the changes in consumers’ perceptions, and therefore, market acquisition. Huawei is a Chinese IT solutions provider since 1987. Placing the client at the center of their activities, the brand aims to offer the best experience to its consumers through their smartphones. Through strategic partnerships with well-known partners, the brand aims to build a better-connected world, acquiring the number one spot as the most preferable and trustworthy brand of its target audience. Nevertheless, Huawei entered the Portuguese market with low-quality equipment, usually the operators private labels, associated to a low performance, trust, and durability. Therefore, the brand still suffers nowadays with the consequences of this association, not be-ing seen by consumers as a trustworthy brand of reference, even with its products being of high performance and quality, a result of the great investment made in R&D. As a response to this market’s perception, the brand went through a repositioning strategy. Thus, it is intended to study, through primary and secondary research, if the repositioning strategy of Huawei managed to change the it market’s perception, and if there was actually an added value to the consumer. The main results demonstrate that the brand’s market perception is under high evolution, hav-ing acquired a favorable opinion with its consumers, which if maintained in the long-term, it will lead to buying intentions.como foco o dilema do reposicionamento da Huawei em Portugal, a presente dissertação coloca sob análise a eficiência da estratégia da marca avaliada através da alteração da percepção dos consumidores e consequente conquista de mercado. A Huawei é uma marca Chinesa, que fornece soluções de Tecnologia integradas desde 1987. Colocando o cliente no centro da sua actividade, a marca procura oferecer a melhor experiência aos seus consumidores através dos seus smartphones. Através de parcerias estratégicas, com parceiros de renome, ambiciona construir um mundo mais conectado e conquistar o lugar de marca preferida e de confiança dos consumidores. No entanto, a Huawei entrou no mercado Português com telemóveis de baixa gama, sendo muitas vezes os equipamentos de marca branca dos operadores reflexo de baixo desempenho, confiança e durabilidade. Consequentemente, a marca sofre ainda hoje com as consequências desta associação, não sendo vista pelos consumidores como uma marca de referencia e confiança apesar dos seus produtos serem actualmente de enorme desempenho e qualidade graças à grande aposta da marca em investigação e desenvolvimento. Em resposta a esta percepção de mercado a marca reposicionou-se. Assim, pretende-se estudar, através de pesquisa primária e secundária, se o reposicionamento estratégico da marca alterou as percepções de mercado sobre a Huawei representando actualmente um valor acrescentado para o consumidor. Os principais resultados mostraram que a percepção da marca está em grande evolução, tendo conquistado uma opinião favorável junto dos consumidores, factor que a manter-se a longo prazo conduzirá a intenções de compra

O “DES”ENVOLVIMENTO PROVOCADO PELA EXPANSÃO DO CULTIVO DA BANANA NA COMUNIDADE QUILOMBOLA DE SERROTE

O advento da fruticultura no Submédio São Francisco é seus expressivos resultados econômicos têm inspirado alguns grupos de campesinos praticantes da agricultura familiar a buscarem na atividade um aumento da renda familiar. Uma das culturas que vem ganhando espeço neste grupo social é a banana, principalmente devido seu baixo custo de implantação e da menor complexidade do trato agrícola, quando comparado com a cultura da manga e da uva. A comunidade Quilombola do Serrote vem experimentando uma expansão generalizada da monocultura da banana em seu território, com resultados econômicos auspicioso, mas que, não vem representando segurança alimentar e nutricional, muito menos conseguindo modificar o quadro de vulnerabilidade da comunidade. A melhoria da renda auferidos por parte do grupo, além de não representar um desenvolvimento libertador e ecologicamente sustentável, vem causando problemas socioambientais como a degradação de áreas irrigadas, a perca de capital social coletivo em decorrência da falta de equidade na evolução social do grupo, bem como, sua capacidade de envolver-se socialmente nas causas coletivas. Nesta perspectiva torna-se importante analisar até que ponto o crescimento econômico do corpo social em decorrência da expansão do cultivo da banana não tem se tornado um “des” envolvimento deste grupo tradicional

Solid Phase Extraction of Fluoroquinolone Antibiotics from Wastewaters – Assessment of Different Commercial Sorbents

Microbial degradation of fluorinated pharmaceuticals during wastewater treatment processes remains inadequate in most situations. Due to incomplete elimination, these residues are continually being introduced into the aquatic environments in which they settle throughout time since many of them are resistant to degradation. Fluoroquinolone antibiotics due to its persistence and implication on resistant-bacteria development, pose special interest in environmental analysis. Due to their zwitterionic characteristics, the extraction/pre-concentration process of fluoroquinolones prior analyses is an unquestionable challenge. This work compares the solid phase extraction efficiency of four fluoroquinolones (Ofloxacin, Norfloxacin, Ciprofloxacin and Moxifloxacin) from wastewater effluents by different commercial sorbents. Prior to wastewater analysis, preliminary tests were conducted in distilled water with a larger number of sorbents. Different experimental protocols and sorbents, namely OASIS® HLB, OASIS® WAX, OASIS® WCX (500 mg) and the molecularly imprinted polymer SupelMIP TM were applied to wastewater samples collected from a municipal wastewater treatment plant from the north of Portugal. The extracts were analyzed by a HPLC withFluorescence Detection validated method using a Luna PFP (2) 3µm column. Despite good results obtained with the molecularly imprinted polymer in distilled water, these cartridges did not perform efficiently when applied to wastewater effluents, probably due to the sample high complexity especially since their specific design for biological samples. Regarding OASIS® considered sorbents; HLB 500mg and WAX 500mg presented the best recovery rates of the fourstudied antibiotics, between 84-75% and 64-94%, respectively. Although the recoveries achievedwere not that dissimilar between the two mentioned sorbents, chromatograms of WAX extracts appear much cleaner in the antibiotics retention times while chromatograms of HLB extractsclearly show the presence of strong polar substances, probably matrix humic and fulvic acids,that behave as resilient interferences in the analysis, disturbing a proper identification of target compounds and reducing chromatographic resolution

A FERTILIDADE DO SOLO E CONSEQUENTE CAPACIDADE AGRÍCOLA DAS ÁREAS PRODUTIVAS DA HORTA POVO UNIDO EM JUAZEIRO/BA.

Soil salinization has been the subject of several scientific studies, especially when population growth has supposedly created the need for increased production areas. At a time when environmental issues related to the clearing of new agricultural areas have been socially questioned, preserving the arable areas is an urgent task, therefore, it is necessary to know the soil characteristics of these areas, and the levels of their nutrients and how agricultural practices have been carried out. Horta Povo Unido has been exploiting for 32 years an area of 3 ha in the urban area of Juazeiro/BA, which has provided economic sustenance and nutritional nutrition for 117 families, in their flower beds. To understand what is happening in these areas, how the techniques and managements developed by the farmers may be degrading or compromising the structure and fertility of the soil is that this research work was developed, with the perspective that the diagnosis of the process may foster these workers. the adoption of practices that may recover the agricultural capacity of the areas, ensuring their source of livelihood.A salinização dos solos vem sendo objeto de diversos estudos científicos, principalmente quando o crescimento populacional tem supostamente criado a necessidade de aumento das áreas produtivas. Em um momento em que as questões ambientais ligadas ao desbravamento de novas áreas agrícolas vêm sendo socialmente questionadas, preservar as áreas agricultáveis é uma tarefa urgente, para tanto, faz-se necessários conhecer as características do solo destas áreas, quais os níveis de seus nutrientes e como vem sendo realizadas as práticas agrícolas. A Horta Povo Unido tem explorando a 32 anos uma área de 3 ha na zona urbana de Juazeiro/BA, a qual tem fornecido sustento econômico e garantir nutricional de 117 famílias, ocorre que, decorrido estes anos, alguns horticultores vêm reclamando da queda de produção em seus canteiros. Para entender o que vem ocorrente nestes espaço, como as técnicas e manejos desenvolvidos pelos agricultores poderem está degradando ou comprometendo a estrutura e fertilidade do solo é que foi desenvolvido este trabalho de pesquisa, com a perspectiva que o diagnóstico do processo possa vir fomentar nestes trabalhadores a adoção de práticas que possam vir a recuperar a capacidade agrícola das áreas, garantindo sua fonte de sustento

Effect of denture-related stomatitis fluconazole treatment on oral Candida albicans susceptibility profile and genotypic variability

Denture-related stomatitis (DRS) is the most common condition affecting removable-denture wearers, and Candida albicans the most frequent pathogenic agent. Systemic antifungal treatment is indicated but recurrences are frequent. The aim of this study was to characterize the oral load, fluconazole susceptibility profile and genotypic variability of oral C. albicans isolates from patients with DRS before (T0), immediately after fluconazole treatment (Tat) and after 6-months follow-up (T6m). Eighteen patients presenting DRS and treated with fluconazole were followed at the Faculty of Dentistry of Oporto University. Seventy C. albicans isolates were obtained and identified using standard cultural and biochemical multi-testing. Fluconazole susceptibility was tested by E-test®. Microsatellite-primed PCR was performed to assess the genotypic variability of C. albicans isolates. The patientsâ mean age was 58.0±3.2 years, and 55.6%/44.4% had total/partial dentures. Before treatment, 22.2%, 44.4% and 33.3% of the patients presented DRS type I, II or III, respectively. Fluconazole treatment healed or improved DRS in 77.8% of the patients, accompanied by an 83.5% reduction in oral C. albicans load. However, after 6-months, oral C. albicans load increased significantly and DRS severity was similar to the one observed before treatment. Moreover, the prevalence of patients presenting fluconazole resistant isolates of C. albicans increased significantly throughout the study: T0-5.6%, Tat-10.0% and T6m-42.9%. A change in the genotypic variability of C. albicans isolates was also verified, being mostly associated to fluconazole susceptibility profile change. In conclusion, fluconazole presents a good short-term DRS treatment efficiency, but may be associated to a long-term emergence of C. albicans fluconazole resistance. © Figueiral et al.; Licensee Bentham Open

Development and Optimization of an Online SPE-HPLC-FD Method for Quantification of Fluoroquinolones in Wastewater Effluents

Fluoroquinolones are antimicrobial agents widely found in environmental matrices and extensively studied due to their persistence and implications for multiresistant bacteria. The presence of fluoroquinolones in the environment is mainly due to the incapability of wastewater treatment plants (WWTPs) to completely remove those compounds. The amount of fluoroquinolones released through effluents depends on the type of treatment used by the WWTPs. So, accurate analytical methods to quantify those compounds on WWTPs process and in effluents are crucial. Solid phase extraction (SPE) coupled to liquid chromatography is a straightforward technique that provides analyte extraction, cleanup, separation and detection while providing a good reproducibility and efficiency. The purpose of this work was the establishment of a novel method for quantification of Ofloxacin, Norfloxacin, Ciprofloxacin and Moxifloxacin on WWTPs effluents using on-line SPE. Samples were injected directly on a restricted access material column LichroCart 25-4 Lichrospher® RP-18 ADS (25 μm) and then transferred to an analytical column Luna PFP (2) (150 x 4.6 mm ID, 100 Å, 3 μm) for separation in isocratic mode with a mixture of 0.1% triethylamine in water (acidified to pH = 2.2 with trifluoroacetic acid) and ethanol as mobile phase; column oven was set at 45ºC. The detection was performed by fluorescence with an excitation wavelength of 290 nm and an emission wavelength of 460 nm. The injection volume of 100 μL of previous preconcentrated sample was compared with larger volume injection of only filtered effluent samples. The study was conducted with effluent samples collected from a municipal WWTP in the north of Portugal

Influência Da Massa Corporal Na Frequência De Linfedema E Outras Complicações Depois De Cirurgia Para Câncer De Mama

This study assessed the influence of pre-operative body mass index (BMI) has upon lymphedema, scar tissue adhesion, pain, and heaviness in the upper limb at two years after surgery for breast cancer. Methods: retrospective analysis of 631 medical records of women who underwent surgery for breast cancer and were referred to the Physiotherapy Program at Prof. Dr. José Aristodemo Pinotti Women's Hospital of the Center for Integral Women's Health Care, CAISM/UNICAMP between January 2006 and December 2007. Results: mean age of women was 56.5 years (±13.7 years) and the most part (55%) were overweight or obese, surgical stages II and III were present in 63% of women studied. Radical mastectomy was the most frequent surgery (54.4%), followed by quadrantectomy (32.1%). In the first year after surgery, there was no significant association between BMI categories and incidence of scar tissue adhesion, pain, heaviness and lymphedema. In the second year, overweight and obese women had higher rates of heaviness in the upper limb and lymphedema. For lymphedema, there was a significant difference among BMI categories (p=0.0268). Obese women are 3.6 times more likely to develop lymphedema in the second year after surgery (odds ratio 3.61 95% CI 1.36 to 9.41). Conclusion: BMI ≥25kg/m2 prior to treatment for breast cancer can be considered a risk factor for developing lymphedema in the two years after surgery. There was no association between BMI and the development of other complications.231849

Influencia del índice de masa corporal en la frecuencia de linfedema y otras complicaciones después de la cirugía para el cáncer de mama

Objective: this study assessed the influence of pre-operative body mass index (BMI) has upon lymphedema, scar tissue adhesion, pain, and heaviness in the upper limb at two years after surgery for breast cancer. Methods: retrospective analysis of 631 medical records of women who underwent surgery for breast cancer and were referred to the Physiotherapy Program at Prof. Dr. José Aristodemo Pinotti Women's Hospital of the Center for Integral Women's Health Care, CAISM/UNICAMP between January 2006 and December 2007. Results: mean age of women was 56.5 years (±13.7 years) and the most part (55%) were overweight or obese, surgical stages II and III were present in 63% of women studied. Radical mastectomy was the most frequent surgery (54.4%), followed by quadrantectomy (32.1%). In the first year after surgery, there was no significant association between BMI categories and incidence of scar tissue adhesion, pain, heaviness and lymphedema. In the second year, overweight and obese women had higher rates of heaviness in the upper limb and lymphedema. For lymphedema, there was a significant difference among BMI categories (p=0.0268). Obese women are 3.6 times more likely to develop lymphedema in the second year after surgery (odds ratio 3.61 95% CI 1.36 to 9.41). Conclusion: BMI ?25kg/m2 prior to treatment for breast cancer can be considered a risk factor for developing lymphedema in the two years after surgery. There was no association between BMI and the development of other complications.Avaliou-se a influência do índice de massa corporal (IMC) pré-operatória na ocorrência de linfedema, aderência cicatricial, dor e peso no membro superior nos primeiros dois anos após cirurgia para câncer de mama. O estudo é uma análise retrospectiva, secundária de 631 prontuários de mulheres submetidas à cirurgia para câncer de mama e encaminhadas ao Programa de Fisioterapia do Hospital Professor Dr. José Aristodemo Pinotti do Centro de Atenção Integral à Saúde da Mulher, CAISM /UNICAMP, entre janeiro de 2006 e dezembro de 2007. Eram mulheres com idade média de 56,5 anos (±13,7 anos), a maioria (55%) com sobrepeso ou obesa. Os estádios clínicos II e III foram encontrados em 63% das mulheres. Mastectomia radical foi a cirurgia mais frequente (54,4%), seguida por quadrantectomia (32,1%). No primeiro ano após a cirurgia não houve associação significativa entre as categorias do índice de massa corporal e incidência de aderência cicatricial, dor, peso e linfedema. No segundo ano, mulheres com sobrepeso e obesidade apresentaram maiores taxas de peso no membro superior e linfedema. Para linfedema houve diferença significativa entre as categorias de índice de massa corporal (p=0,0268). Mulheres obesas têm 3,6 vezes mais chance de desenvolver linfedema no segundo ano após a cirurgia (odds ratio 3,61 95% IC 1,36-9,41). Concluiu-se que IMC ?25kg/m2 anterior ao tratamento para câncer de mama pode ser considerado fator de risco para desenvolvimento do linfedema dois anos após a cirurgia. Não houve associação entre IMC e outras complicações.231849