Systems constellations : A better way to identify branding opportunities?

Contains fulltext : 46286.pdf (publisher's version ) (Closed access)Building strong brands has become one of the main marketing priorities for brand-supportive companies. The leading positivist paradigm in marketing may not be, however, the most-effective perspective in identifying branding opportunities. This paper offers an alternative phenomenological point of view by applying the innovative systems constellation technique within the soft systems methodology to identify new branding opportunities. A case study illustrates its content validity but also shows there is limited support for its reliability, which is in line with the positivists' reservation on phenomenological methods and techniques.1 p

Alvorecer de uma nova ciência: a medicina tropicalista baiana The dawning of a new science

No século XIX, o saber e o ensino médico e a assistência clínica, de caráter especulativo e elitista, entram em choque, no Brasil, com novas teorias da doença e do cuidado médico baseadas na parasitologia, bacteriologia e anatomopatologia e numa clínica experimental orientada para enfermidades tropicais dos pobres. O novo referencial teórico e social, que influi na política pública de saúde, entra em decadência quando é apropriado pela ideologia da inferioridade racial e cultural da população de origem africana. Duas novas disciplinas - antropologia física criminal e medicina legal - geram conhecimentos inéditos nos meios intelectuais e, ao mesmo tempo, são funcionais à ordem dominante, dando curso forçado a princípios e dispositivos de que a mesma elite usa para se perpetuar no poder. Essa construção híbrida é o legado de barbárie à civilização atual.<br>Medicine in 19th-century Brazil was a scientific field where traditional knowledge, academic teaching, and clinical care found themselves clashing with new theories of illness and medical care underpinned by pioneer disciplines like parasitology, bacteriology, and anatomopatbology and an experimental clinical practice focused on tropical diseases which afflict the poor. This new set of theoretical and social references which affected public health-care policy saw its decadence when it was appropriated by an ideology that argued that the Afro-Brazilian population was racially and culturally inferior. Two new disciplines- criminal physical anthropology and legal medicine- contributed to the development of specialized knowledge within intellectual circles. At the same time, they were placed at the service of the ruling order, reinforcing principles and devices that the elite utilized to keep itself in power. This hybrid structure constitutes the legacy of barbarianism which is sundering today's civilization