Patrocínio Esportivo: Perspectivas do Envolvimento, Identificação e Prestígio entre Fãs e Equipe

Investments in Brazilian sports are relatively low, while the sports marketing is capable of reaching involvement levels of supporters that may interfere with the stimuli of the purchase decision process. Thus, this study is intended to build an empirically tested model to explain the factors that influence the perception of fans’ to the sponsorship in sport. To do this, we conducted a survey with 172 fans of an indoor soccer team from the higher division of this sport in Brazil. Survey’s results allow us to build a robust enough model that explains how the identification of fans with a club or sport influences the prestige and the involvement of fans with the club. Identification, involvement and club prestige influence, in turn, the perception of club’s sponsorship. This paper contributes to the theory of sports marketing by empirically validating a theoretical model. In doing so, it also contributes to the praxis of sport management with new information on effective sport sponsorship.O patrocínio é considerado o principal investimento no contexto do marketing esportivo, visto como um meio de comunicação capaz de impactar significativamente o público-alvo. Neste contexto, o presente estudo tem como objetivo construir e testar empiricamente um modelo que explique os fatores que influenciam a percepção do patrocínio nos fãs do esporte. Para isso, realizamos um survey com 172 torcedores de um time de futebol de salão (futsal) da mais alta divisão do futsal brasileiro. Os resultados permitem construir um modelo suficientemente robusto que explica como a identificação do torcedor com sua equipe ou esporte influencia a decisão de patrocínio. Este artigo contribui para o aprofundamento da teoria do marketing esportivo pela validação empírica de um modelo teórico. Também contribui para a práxis gerencial em gestão de esportes com novas informações acerca do efetivo patrocínio do esporte

Química sem fronteiras

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Chemistry in Brazil: perspectives and needs for the next decade. Introductory document

Over the past years the Brazilian Chemical Society (SBQ) has been working on different projects related to the development of Chemistry in Brazil. After a discussion throughout the country two documents have been published in Quimica Nova: Mobilizing Axes in Chemistry and The Chemist's Education. Here, we describe the initial document which was the starting point for the discussion of a new series of papers published in this special issue of Quimica Nova which presents an overview of the Chemistry in our country and the perspectives and needs for the next decade.S7S1

Sports Sponsorship: Perspectives of Involvement, Identification and Prestige Between Fans and Team

Investments in Brazilian sports are relatively low, while the sports marketing is capable of reaching involvement levels of supporters that may interfere with the stimuli of the purchase decision process. Thus, this study is intended to build an empirically tested model to explain the factors that influence the perception of fans’ to the sponsorship in sport. To do this, we conducted a survey with 172 fans of an indoor soccer team from the higher division of this sport in Brazil. Survey’s results allow us to build a robust enough model that explains how the identification of fans with a club or sport influences the prestige and the involvement of fans with the club. Identification, involvement and club prestige influence, in turn, the perception of club’s sponsorship. This paper contributes to the theory of sports marketing by empirically validating a theoretical model. In doing so, it also contributes to the praxis of sport management with new information on effective sport sponsorship.O patrocínio é considerado o principal investimento no contexto do marketing esportivo, visto como um meio de comunicação capaz de impactar significativamente o público-alvo. Neste contexto, o presente estudo tem como objetivo construir e testar empiricamente um modelo que explique os fatores que influenciam a percepção do patrocínio nos fãs do esporte. Para isso, realizamos um survey com 172 torcedores de um time de futebol de salão (futsal) da mais alta divisão do futsal brasileiro. Os resultados permitem construir um modelo suficientemente robusto que explica como a identificação do torcedor com sua equipe ou esporte influencia a decisão de patrocínio. Este artigo contribui para o aprofundamento da teoria do marketing esportivo pela validação empírica de um modelo teórico. Também contribui para a práxis gerencial em gestão de esportes com novas informações acerca do efetivo patrocínio do esporte

Patrocínio Esportivo: Perspectivas do Envolvimento, Identificação e Prestígio entre Fãs e Equipe

O patrocínio é considerado o principal investimento no contexto do marketing esportivo, visto como um meio de comunicação capaz de impactar significativamente o público-alvo. Neste contexto, o presente estudo tem como objetivo construir e testar empiricamente um modelo que explique os fatores que influenciam a percepção do patrocínio nos fãs do esporte. Para isso, realizamos um survey com 172 torcedores de um time de futebol de salão (futsal) da mais alta divisão do futsal brasileiro. Os resultados permitem construir um modelo suficientemente robusto que explica como a identificação do torcedor com sua equipe ou esporte influencia a decisão de patrocínio. Este artigo contribui para o aprofundamento da teoria do marketing esportivo pela validação empírica de um modelo teórico. Também contribui para a práxis gerencial em gestão de esportes com novas informações acerca do efetivo patrocínio do esporte.</p

A formação do Químico The Chemist's education

<abstract language="eng">Training of highly qualified personnel is the most transversal axis among those identified in the document "Mobilizing Axes in Chemistry", published by SBQ, in 2002, which demands to deep the discussions, initiated in the symposium "The Chemist's Education", whose main objective was to discuss the repercussions of that training in the teaching and in the industrial section. After the publication of an initial paper, a couple of meetings and workshops held in Rio de Janeiro, in December 2003, involving the national chemist community, discussed the "The role of the graduate degrees in the Chemist's Education" and "The Chemist's Education", and confirmed the need to invest in the formation of qualified human resources in profusion and in all levels. Actions to be taken were delineated. Presently, the graduate programs in Chemistry are showing expressive results. However, although these professionals are mostly absorbed by the academy (the absorption of the industry is less significant), only a few programs give special attention to the didactical and pedagogical training. The regional decentralization is actually a tendency in most programs, but the interaction academy-economic activities is still a challenge. It is necessary to establish with the industrial section, the highly qualified professional's profile in Chemistry that the industry can absorb. The undergraduation is growing in number and quality, however still excessively concentrated in the Southeast area. The national "Curricula Guidelines" for Chemistry Courses, through its flexible approach, propitiate the integral, interdisciplinary (non compartmentalized) and critical-reflexive training of the professionals as citizens and as entrepreneurs. However, deficiencies are still recognized. The evaluation system of undergraduate courses has been able to identify the most fragile modalities of courses and other indicators. It was also verified that Brazilian chemistry industry absorbs minimally the highly qualified professionals, which is attributed to the fact that the Federal Council of Chemistry is vertically organized and does not recognize the graduate degrees as professional qualification. In the conclusion, it stands out, among other aspects, the importance of the effective implantation of the national curricula guidelines, bringing out courses whose didactical and pedagogical projects may offer a solid formation in Chemistry, but comprehensive and general enough to enable the Chemistry professionals to develop varied skills

Segmentação de Mercado em Empresas de Base Tecnológica: O caso da Segmentação de Espumantes

A common market segmentation premise for products and services rules consumer behavior as the segmentation center piece. Would this be the logic for segmentation used by small technology based companies? In this article we target at determining the principles of market segmentation used by a vitiwinery company, as research object. This company is recognized by its products excellence, either in domestic as well as in the foreign market, among 13 distinct countries. The research method used is a case study, through information from the company&rsquo;s CEOs and crossed by primary information from observation and formal registries and documents of the company. In this research we look at sparkling wines market segmentation. Main results indicate that the winery studied considers only technological elements as the basis to build a market segment. One may conclude that a market segmentation for this company is based upon technological dominion of sparkling wines production, aligned with a premium-price policy. In the company, directorship believes that as sparkling wines market is still incipient in the country, sparkling wine market segments will form and consolidate after the evolution of consumers tasting preferences, depending on technologies that boost sparkling wines quality.&nbsp;&Eacute; premissa comum que a segmenta&ccedil;&atilde;o de mercado de produtos e servi&ccedil;os &eacute; feita com base no comportamento do consumidor. Seria essa a l&oacute;gica utilizada por empresas pequenas de dom&iacute;nio tecnol&oacute;gico e know how espec&iacute;ficos? Nessa pesquisa, busca-se determinar os princ&iacute;pios de segmenta&ccedil;&atilde;o mercadol&oacute;gicos usados por uma vitivinicultora, como ilustra&ccedil;&atilde;o do tipo empresarial descrito, reconhecida pela excel&ecirc;ncia de seus produtos no mercado nacional e em mais de 13 pa&iacute;ses no mundo. O m&eacute;todo utilizado foi o estudo de caso &uacute;nico, com prospec&ccedil;&atilde;o de informa&ccedil;&otilde;es de altos executivos e triangulados com informa&ccedil;&otilde;es prim&aacute;rias de observa&ccedil;&otilde;es e de documentos formais da empresa, estudando nela, especificamente, a segmenta&ccedil;&atilde;o para seus espumantes.&nbsp; Os principais resultados indicam que a vin&iacute;cola estudada considera apenas elementos tecnol&oacute;gicos internos como fundamento de forma&ccedil;&atilde;o de seu mercado. Conclui-se assim, que a segmenta&ccedil;&atilde;o de mercado baseia-se no dom&iacute;nio tecnol&oacute;gico de produ&ccedil;&atilde;o de seus espumantes, atrelados a uma pol&iacute;tica de pre&ccedil;os-pr&ecirc;mios. A empresa julga que como o mercado de espumantes est&aacute; ainda em forma&ccedil;&atilde;o, os segmentos de consumo de espumantes se formam e se consolidam de acordo com a evolu&ccedil;&atilde;o das prefer&ecirc;ncias degustativas, dependentes das tecnologias de produ&ccedil;&atilde;o, garantidoras da qualidade de seus espumantes.&nbsp;&nbsp;DOI: 10.5585/remark.v13i3.267