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O fenômeno da viralização: o caso da moda feminina no Brasil 病毒式传播现象:巴西女性时尚的案例
Pub Date : 2022-10-22 DOI: 10.5902/1983465965949
Caline Gonçalves Migliato, Vanessa Cuzziol Pinsky, Patricia González Aldea
Objetivo – Um dos maiores desafios empresariais é entender o fenômeno da viralização, que acontece quando determinados produtos se espalham rapidamente entre os estratos sociais, são adotados pela maioria e perdem força logo em seguida. A importância deste estudo está no impacto econômico da viralização do marketing na moda feminina. O objetivo principal desta pesquisa é compreender como se relacionam os principais fatores responsáveis pela viralização de produtos de moda.Metodologia – Trata-se de uma pesquisa qualitativa e descritiva, baseada no método de estudo de caso setorial. Os dados primários foram coletados por meio de entrevistas em profundidade com especialistas do mercado. A análise de conteúdo foi realizada por meio da técnica de codificação em três níveis (aberta, axial e teórica), com auxílio do software Atlas.TI.Resultados – Os principais resultados da pesquisa indicam que a viralização ocorre quando os seguintes fatores estão relacionados: atributos funcionais e emocionais do produto, difusores, comunicação, estratégia de marca e comportamento do consumidor. No caso da moda feminina, a previsão de tendências é importante para o desenvolvimento das coleções. Representa a forma da empresa estar à frente do consumidor e produzir as peças para atender às suas necessidades.Limitações – A limitação está relacionada à amostra. Apesar de serem especialistas no setor da moda, por falta de tempo e recursos, os grupos de consumidores não foram incluídos na pesquisa.Originalidade – A principal contribuição acadêmica do estudo é a proposição de um modelo teórico que explique o fenômeno da viralização no caso setorial estudado.
目标——最大的商业挑战之一是理解病毒式传播现象,即某些产品在社会阶层中迅速传播,被大多数人采用,然后很快失去动力。这项研究的重要性在于病毒式营销对女性时尚的经济影响。本研究的主要目的是了解导致时尚产品病毒式传播的主要因素之间的关系。方法-这是一个定性和描述性的研究,基于部门案例研究的方法。主要数据是通过对市场专家的深入访谈收集的。分析的内容是由中间的编码技术三个层次(打开,轴向和理论),软件在帮助Atlas.TI.Resultados—viralização的主要的研究结果表明,以下几个因素有关:首先想到,电子产品的功能属性和情感沟通、品牌策略和消费者行为。对于女性时尚来说,趋势预测对于系列的发展是很重要的。它代表了公司走在消费者前面,生产满足他们需求的零部件的方式。限制-限制与样本有关。尽管消费者群体是时尚行业的专家,但由于缺乏时间和资源,他们没有被包括在调查中。原创性-本研究的主要学术贡献是提出了一个理论模型来解释所研究的行业案例中的病毒式传播现象。
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引用次数: 0
Creating sustainable businesses and careers: analysis of entrepreneurs’ life stories through the lens of career sustainability 创建可持续的企业和职业:通过职业可持续性的视角分析企业家的人生故事
Pub Date : 2022-10-22 DOI: 10.5902/1983465970062
Laís Viera Trevisan, Patrícia Böck Bandeira, Eliane Aragão da Silva, A. Scheffer, E. Pedrozo
Purpose: This study aimed to analyze how the career-building process of sustainable entrepreneurs occurs from the perspective of sustainable careers and how the influential factors in their career decisions are related to the dimensions and characteristics of sustainable careers.Design/methodology/approach: This is a qualitative study carried out by analyzing three Brazilian entrepreneurs’ life stories. Subsequently, the data were submitted to narrative analysis using the Atlas.ti software and then interpreted using sustainable career’s dimensions and characteristics.Findings: The study corroborates the literature on entrepreneurship, sustainability, and careers, shedding new light on the career decision process of sustainable entrepreneurs from the assumptions of the sustainable career perspective. We identified the emergence of influential categories as a disorienting dilemma, the importance of agency and meaning dimensions and the career coherence with values, quality of life, and self-fulfillment. In addition, sustainable entrepreneurship appears to be in line with the ideals of decent work, allowing for individual well-being, matching life and career values, and long-term employability.Originality: The sustainable career perspective offers an innovative, dynamic, and systemic perspective to understanding the professional trajectories of sustainable entrepreneurs, considering their learning along their trajectory, crossing different social spaces, experiences, and creations, which allow them to improve the adaptability necessary for the sustainability of their careers.
目的:本研究旨在从可持续职业的角度分析可持续企业家的职业建设过程,以及其职业决策的影响因素与可持续职业的维度和特征之间的关系。设计/方法/方法:这是一项通过分析三位巴西企业家的生活故事进行的定性研究。随后,将数据提交给使用Atlas进行叙事分析。Ti软件,然后用可持续职业的维度和特征来解释。研究结果:本研究证实了创业、可持续性和职业的相关文献,从可持续职业视角的假设出发,对可持续企业家的职业决策过程进行了新的阐释。我们将有影响力的类别的出现确定为迷失方向的困境,代理和意义维度的重要性以及与价值观,生活质量和自我实现的职业一致性。此外,可持续创业似乎符合体面工作的理想,允许个人福祉,匹配生活和职业价值观,以及长期就业能力。独创性:可持续职业视角为理解可持续企业家的职业轨迹提供了一个创新的、动态的和系统的视角,考虑他们沿着自己的轨迹学习,跨越不同的社会空间、经历和创造,使他们能够提高职业可持续发展所必需的适应性。
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引用次数: 0
Os efeitos da pandemia de COVID-19 no desempenho econômico-financeiro das companhias abertas brasileiras COVID-19大流行对巴西上市公司经济和财务业绩的影响
Pub Date : 2022-10-22 DOI: 10.5902/1983465967372
Ewerton Alex Avelar, J. Orefici, S. L. Borges, O. Campos, Priscila Oliveira Ferreira
Objetivo – O objetivo da pesquisa apresentada neste artigo foi analisar os efeitos da pandemia de Covid-19 sobre o desempenho econômico-financeiro das companhias abertas brasileiras listadas na Brasil, Bolsa, Balcão (B3) em 2020.Design / metodologia / abordagem – Trata-se de uma pesquisa quantitativa e descritiva. A amostra consistiu em companhias abertas brasileiras, sendo que seus dados trimestrais de 2019 e 2020 foram coletados da Plataforma Economática® e da B3. Para a análise, foram usadas as seguintes técnicas: análise de conteúdo, estatística descritiva, teste de Kolmogorov-Smirnov, coeficiente de correlação de Kendall, teste de Kruskal-Wallis, teste de Wilcoxon e regressão múltipla.Resultados – A análise dos dados indicou os efeitos esperados no desempenho econômico-financeiro das companhias nos dois primeiros trimestres de 2020: (1) redução do valor de mercado e da rentabilidade; e (2) aumento dos ciclos de atividades e do endividamento. Nos trimestres seguintes, verificou-se uma reversão desses efeitos, mas que foram sentidos de diferentes formas pelas empresas dos diversos setores.Originalidade / valor – O estudo contribui para a literatura sobre finanças corporativas em diferentes aspectos: (a) apresenta uma ampla análise dos efeitos da pandemia de Covid-19 sobre as diferentes dimensões econômico-financeiras das companhias; (b) discute não apenas os efeitos da pandemia, mas também as reações das empresas e implicações econômico-financeiras dessas reações; (c) analisa informações externas e internas às empresas para subsidiar as conclusões; e (d) enfocam-se todos os trimenstres do ano de 2020, analisando a evolução da pandemia ao longo do período.
目的-本文提出的研究目的是分析2019冠状病毒病大流行对2020年在巴西上市的巴西上市公司经济和财务业绩的影响。设计/方法/方法-这是一个定量和描述性的研究。样本包括巴西上市公司,他们2019年和2020年的季度数据来自economatica®平台和B3。采用内容分析、描述性统计、Kolmogorov-Smirnov检验、Kendall相关系数、Kruskal-Wallis检验、Wilcoxon检验和多元回归等技术进行分析。结果-数据分析表明,2020年前两个季度对公司经济和财务业绩的预期影响:(1)市场价值和盈利能力下降;(2)商业周期和债务增加。在接下来的几个季度里,这些影响出现了逆转,但不同行业的公司以不同的方式感受到这些影响。原创性/价值——该研究在不同方面对公司财务文献做出了贡献:(a)全面分析了Covid-19大流行对公司不同经济和财务维度的影响;(b)不仅讨论大流行病的影响,而且讨论企业的反应以及这些反应的经济和财政影响;(c)分析公司的外部和内部信息,以支持结论;(d)关注2020年每三个月,分析这一期间大流行的演变情况。
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引用次数: 1
Democracy, corruption and civil liberties: does national context influence corporate carbon disclosure? 民主、腐败和公民自由:国家背景会影响企业碳信息披露吗?
Pub Date : 2022-10-22 DOI: 10.5902/1983465969190
Alan Bandeira Pinheiro, Thicia Stela Lima Sampaio, Rubens Carlos Rodrigues, Ana Julia Batistella
Design/methodology/approach: This research analyzes the carbon disclosure of 1328 companies based in 19 countries. The level of democracy, corruption and civil liberties in the countries was measured using variables from the Varieties of Democracy database. The data were analyzed using three econometric models.Purpose: This research paper answers the following question: How does the country level of democracy, corruption and civil liberties affect carbon disclosure?Findings: The results show that the carbon disclosure of companies is affected by the institutional context of the country where the company operates. Therefore, in countries where the level of democracy and control of corruption is higher, companies are more involved in carbon disclosure.Research limitations/implications: The findings confirm the Institutional Theory, by reinforcing that not only the organizational context, but also the social and political context of the country are relevant for the dissemination of carbon.Practical implications: Managers of companies based in countries with a greater voice for citizens and a lower level of corruption should invest more resources for the dissemination of carbon. In these countries, companies are under greater pressure from stakeholders for information on carbon emissions.Social implications: The findings show that policy makers can incorporate protection mechanisms for stakeholders and not just shareholders. Lawmakers can propose increased penalties and criminalized corrupt practices and illicit enrichment of public officials. Less power of voice for citizens and a higher level of corruption can reduce the effectiveness of national policies for sustainable development.Originality/value: This research, in addition to advancing the studies on carbon disclosure in different national contexts, has for the first time used the credit rating control variable.
设计/方法/方法:本研究分析了19个国家的1328家公司的碳信息披露。这些国家的民主、腐败和公民自由水平是用民主多样性数据库中的变量来衡量的。使用三种计量经济模型对数据进行分析。目的:本研究回答以下问题:国家层面的民主、腐败和公民自由如何影响碳信息披露?研究发现:企业碳信息披露受到所在国制度环境的影响。因此,在民主水平和腐败控制水平较高的国家,企业更多地参与碳信息披露。研究局限/启示:研究结果证实了制度理论,强调不仅组织背景,而且国家的社会和政治背景与碳的传播有关。实际意义:在公民话语权更大、腐败程度更低的国家,公司的管理者应该为碳的传播投入更多的资源。在这些国家,企业面临着来自利益相关者的更大压力,要求他们提供碳排放信息。社会影响:研究结果表明,政策制定者可以纳入利益相关者的保护机制,而不仅仅是股东。议员们可以提议加大惩罚力度,将腐败行为和公职人员的非法敛财定为刑事犯罪。公民发言权的减少和腐败程度的提高会降低国家可持续发展政策的有效性。原创性/价值:本研究在推进不同国情下碳信息披露研究的基础上,首次使用信用评级控制变量。
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引用次数: 2
The influence of people management practices on a culture of lean manufacturing 人员管理实践对精益生产文化的影响
Pub Date : 2022-10-22 DOI: 10.5902/1983465965469
Luciano Trentin, G. Tontini
Purpose – This article aims to assess the perception of the influence of people management practices on the process of implementing a lean manufacturing culture.Design/methodology/approach – The sample consisted of 303 respondents from five textile companies located in the southern region of Brazil, being collected by accessibility and convenience. Multiple regression analysis was used for data treatment and analysis.Findings – As a result, the research showed that people management practices (recruitment and selection, retaining talent, people development, and work environment) influence the implementation of lean manufacturing in organizations. In contrast, the working contract practice did not show an influence on the implementation of lean manufacturing.Research limitations/implications – The use of a certain market segment considering a cross-sectional view can be considered a limitation of the study, therefore, the data may not express the results that would be obtained if analyzed in different market segments.Practical implications – Pragmatically, it can be considered that this research contributes so that the main organizational managers can choose the most appropriate people management practice during the process of implementing a lean manufacturing culture, that is, investing essentially in retention and employee training.Originality/value – This study is relevant and contributes to the expansion of scientific studies about people management practices and the implementation of lean manufacturing. In addition, the study allows managers of textile organizations to understand the level of implementation of lean manufacturing, and which people management practices should be prioritized in the adoption of lean.
目的-本文旨在评估对实施精益制造文化过程中人员管理实践影响的感知。设计/方法/方法-样本由位于巴西南部地区的五家纺织公司的303名受访者组成,根据可及性和便利性收集。采用多元回归分析对数据进行处理和分析。研究结果-因此,研究表明人员管理实践(招聘和选择,保留人才,人员发展和工作环境)影响精益制造在组织中的实施。相比之下,工作合同实践对精益制造的实施没有表现出影响。研究局限性/影响-使用特定的细分市场考虑横断面视图可以被认为是研究的局限性,因此,数据可能无法表达如果在不同的细分市场分析将获得的结果。实际意义-实际上,可以认为本研究有助于主要组织管理者在实施精益制造文化的过程中选择最合适的人员管理实践,即主要投资于保留和员工培训。原创性/价值-这项研究是相关的,有助于扩大对人员管理实践和精益生产实施的科学研究。此外,该研究使纺织组织的管理人员了解精益制造的实施水平,以及在采用精益时应优先考虑哪些人员管理实践。
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引用次数: 0
The influence of environmental engagement in the decision to purchase sustainable cosmetics: An analysis using the Theory of Planned Behavior 环境参与对购买可持续化妆品决策的影响:基于计划行为理论的分析
Pub Date : 2022-10-22 DOI: 10.5902/1983465969295
Jaqueline Gonçalves, Aline Regina Santos, Ana Paula Kieling, Rafael Tezza
Purpose: This research aims to identify the influence of environmental engagement on the purchase intention for sustainable cosmetics by Brazilian consumers using the Theory of Planned Behavior.Methodology: In the qualitative phase, the study conducted two in-depth interviews, aiming to build a survey considering the main behavioral, normative, and control consumer beliefs. In the quantitative phase, an online survey was conducted. We analyzed 114 responses from sustainable cosmetics consumers, using SEM.Findings: The results revealed a correlation between purchase intention, consumer attitude, and perceived behavioral control. Although the perceived behavioral control was considered significant, it has a small influence when compared to the individual’s attitude toward the behavior. This means that the stronger the advantages and benefits of using the product, the more likely the consumer is to buy and use it. Also, environmental engagement was proven to positively influence consumer behavioral and normative beliefs. It indicates that the more environmentally engaged the consumer, the greater the advantages the individual perceives in buying sustainable cosmetics.Theoretical contributions: The study extends the theory by determining a model with a significant ability to explain the environmental engagement in sustainable cosmetics’ purchase intention. Regarding consumer behavior, this research has shown that personal feelings are the main influencer of purchase.Relevance/Originality: The increase in sustainable consumption has attracted the attention of the most diverse market segments. This study brings light to new propositions concerning purchase intention and environmental engagement by proposing, testing, and validating a model in the context of sustainable cosmetics.
目的:本研究旨在利用计划行为理论,确定环境参与对巴西消费者可持续化妆品购买意愿的影响。方法论:在定性阶段,本研究进行了两次深度访谈,旨在建立一个考虑消费者主要行为、规范和控制信念的调查。在定量阶段,进行了在线调查。我们使用扫描电镜分析了114个来自可持续化妆品消费者的反馈。结果发现:购买意向、消费者态度和行为控制知觉之间存在相关性。虽然行为控制被认为是重要的,但与个体对行为的态度相比,它的影响很小。这意味着使用产品的优势和好处越强,消费者就越有可能购买和使用它。此外,环境参与被证明对消费者的行为和规范信念产生积极影响。这表明消费者对环境的参与度越高,个人在购买可持续化妆品时感受到的优势就越大。理论贡献:本研究通过确定一个具有显著能力的模型来解释可持续化妆品购买意愿中的环境参与,从而扩展了理论。在消费者行为方面,本研究表明个人感受是影响购买行为的主要因素。相关性/独创性:可持续消费的增加吸引了最多样化的细分市场的注意。本研究通过在可持续化妆品的背景下提出、测试和验证一个模型,揭示了有关购买意愿和环境参与的新命题。
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引用次数: 1
Agricultural cooperative system: management challenges and feasible solutions 农业合作社制度:管理挑战与可行对策
Pub Date : 2022-10-22 DOI: 10.5902/1983465968884
Osmar de Paula Oliveira Junior, A. Wander
Purpose/objective: To describe the managerial challenges agricultural cooperatives face and list the leading solutions that can be adopted to overcome such bottlenecks.Design/methodology/approach: A systematic literature review was done, with a research protocol based on “Methodi Ordinatio” (Pagani et al., 2015) to select relevant papers. The study covered aspects of management and administration of agro-industrial cooperatives, social management, risk management in agribusiness, strategic management in agribusiness, new generation cooperatives, cooperative management, cooperative governance and challenges to the cooperative system.Findings: Efficient conciliation of cooperatives' social and economic agenda requires management professionalization. The cooperative must adopt a series of good management and governance practices and a strategic positioning that guarantees a competitive position, putting it on an equal footing with private firms. The central management tools identified are separation between control and ownership, strategic management, strategic alliances and partnerships, management branding, restricted membership, social management, self-financing and risk management, with numerous other management options available. The main obstacles are the conservative environment and the need to update cooperative doctrinal principles, impediments to modernizing Brazilian agricultural cooperatives' management.Originality/value: The paper identifies aspects of a conservative environment and the need to update the cooperative principles that hinder the modernization of the management in Brazilian agricultural cooperatives.
目的/目标:描述农业合作社面临的管理挑战,并列出可用于克服这些瓶颈的主要解决办法。设计/方法/方法:进行了系统的文献综述,采用基于“Methodi Ordinatio”(Pagani et al., 2015)的研究方案来选择相关论文。研究内容包括农产合作社的经营管理、社会管理、农业综合企业的风险管理、农业综合企业的战略管理、新一代合作社、合作社管理、合作社治理和合作社制度面临的挑战等方面。调查结果:有效地协调合作社的社会和经济议程需要管理专业化。合作社必须采取一系列良好的管理和治理做法以及保证竞争地位的战略定位,使其与私营公司处于平等地位。确定的中心管理工具是控制和所有权分离、战略管理、战略联盟和伙伴关系、管理品牌、限制会员资格、社会管理、自筹资金和风险管理,以及许多其他可用的管理选择。主要障碍是保守的环境和需要更新合作社的理论原则,这是巴西农业合作社管理现代化的障碍。原创性/价值:本文确定了保守环境的各个方面,以及需要更新阻碍巴西农业合作社管理现代化的合作社原则。
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引用次数: 1
Connectivity between the Latin American and U.S. stock markets in the presence of the Covid-19 pandemic 新冠肺炎疫情期间拉美和美国股市的连通性
Pub Date : 2022-10-22 DOI: 10.5902/1983465969467
Paulo Sergio Ceretta, V. R. Dutra, Paulo Fernando Marschner
Objective - This paper aims to revisit the relationship between the Latin American and U.S. stock markets during the Covid-19 pandemic.Methodology- The dynamic connectivity between these markets was estimated by implementing the time-varying VAR model (TVP-VAR) for daily data from January 2010 to June 2021.Results - There are three main results. First, although spillovers from each market accounted for most of their variance, exchanges were not entirely independent of each other. Second, the U.S. and Brazil were net transmitters of spillovers, while Argentina and Chile were net receivers. Finally, the magnitude of net spillovers is not high enough to characterize a contagion effect.Practical implications - The inclusion of Latin American stock markets in the scope of Covid-19 studies is an important contribution to the literature that often neglects Latin American markets in its samples.Originality - The study of the connection between markets in the presence of Covid-19 differs from most that focus exclusively on the impact of Covid-19. Understanding the relationship between Latin American and U.S. markets in the presence of a crisis unlike any that has occurred before can help investors in their investment strategies and policymakers, governments, and monetary authorities interested in the integration or disintegration between markets.
目的:本文旨在重新审视2019冠状病毒病大流行期间拉丁美洲和美国股市之间的关系。方法-通过对2010年1月至2021年6月的每日数据实施时变VAR模型(TVP-VAR)来估计这些市场之间的动态连通性。结果——主要有三个结果。首先,尽管每个市场的溢出效应占了方差的大部分,但交易所并非完全相互独立。其次,美国和巴西是溢出效应的净传播者,而阿根廷和智利是净接受者。最后,净溢出效应的规模还不足以形成传染效应。实际影响-将拉丁美洲股票市场纳入Covid-19研究范围是对文献的重要贡献,这些文献往往忽略了其样本中的拉丁美洲市场。独创性-对2019冠状病毒病期间市场之间联系的研究不同于大多数只关注2019冠状病毒病影响的研究。在这场不同于以往的危机中,了解拉美和美国市场之间的关系,可以帮助投资者制定投资策略,也可以帮助政策制定者、政府和货币当局对市场之间的整合或解体感兴趣。
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引用次数: 0
The influence of self-efficacy on training effectiveness in cooperative organizations 合作组织中自我效能感对培训效果的影响
Pub Date : 2022-07-20 DOI: 10.5902/1983465967213
Eliane Lourenço Goulart, A. Weymer, V. Moreira
Purpose – This research aims to analyze the relationship between the effectiveness of training at work and self-efficacy in cooperative organizations.Theoretical framework - Considering its complexity and the conceptual gaps regarding the topic, it was decided to conduct an analysis of the relationship between a variable of the affective dimension (self-efficacy), and a performance variable (training effectiveness).Design/methodology/approach – The research was conducted in the form of a survey and the data were obtained through questionnaires applied to employees from cooperatives in Paraná State who participated in acts of training and development. The data were analyzed using descriptive statistics, factor analysis and structural equation modeling.Findings – The confirmation of the general hypothesis evidenced a positive relationship between self-efficacy and training effectiveness, demonstrating that, for cooperative organizations, investing in the development of people with high-efficacy results in learning and improves the outcome of their work.Practical implications – The main practical contribution of this study lies in the importance of the affective dimension in the individual development process, as individual beliefs about the benefits of learning enable the development of new skills that influence work performance.Originality/value – The results indicate the need for more in-depth studies of affective indicators of training and its impact on work, notably in relation to self-efficacy, through its capacity for modifying behavior and generating concrete actions through an individual’s belief regarding what he is capable of achieving. 
目的:本研究旨在分析合作组织中工作培训有效性与自我效能感之间的关系。理论框架-考虑到其复杂性和概念上的差距,这是决定进行情感维度的变量(自我效能)和绩效变量(培训有效性)之间的关系分析。设计/方法/方法-本研究以调查的形式进行,并通过对参与培训和发展行为的帕拉纳州合作社员工进行问卷调查获得数据。采用描述性统计、因子分析和结构方程模型对数据进行分析。研究结果-一般假设的证实证明了自我效能与培训有效性之间的正相关关系,表明对于合作组织来说,投资于培养具有高效能的人会导致学习和改善他们的工作成果。实际意义-本研究的主要实际贡献在于情感维度在个人发展过程中的重要性,因为个人对学习益处的信念使发展影响工作绩效的新技能成为可能。独创性/价值——研究结果表明,需要对培训的情感指标及其对工作的影响进行更深入的研究,特别是与自我效能有关的研究,通过个人对自己能够实现的目标的信念来改变行为和产生具体行动的能力。
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引用次数: 1
Empreendedores “pós” pandemia: contribuição na gestão da inovação 大流行后的企业家:对创新管理的贡献
Pub Date : 2022-07-20 DOI: 10.5902/1983465968131
T. Mota, Sarah Monteiro Galdino, José Wellington Alves Grangeiro Filho, Quitéria Livia Farias Martins, Francisco Davi Pinheiro Leal
Objetivo - Esta pesquisa objetivou conhecer a prática da gestão da inovação no comércio varejista de Sobral, Ceará, visando oferecer uma contribuição para a sustentabilidade desses empreendimentos, que representam mais de 50% do PIB do município e vem sofrendo as consequências da pandemia do COVID-19, além de estimular novas frentes de pesquisa na área de inovação no comércio varejista.Design / metodologia / abordagem - Trabalhou-se com uma investigação de campo através de respondentes não identificados, utilizando-se de questionário semiestruturado, com as categorias teóricas de criatividade, inovação e gestão do conhecimento, para analisar o processo de gestão da inovação. Trata-se de um trabalho que utilizou método qualitativo, com objetivos descritivos, sendo a análise dos dados feita através da análise de conteúdo.Resultados - Os resultados mostram que já existe um clima favorável à gestão da inovação no segmento empresarial do comércio varejista de Sobral. No entanto, observa-se que é necessário organizar a governança do segmento e estimular a criatividade e a gestão do conhecimento como fatores de inovação. A transferência de tecnologia, através da parceria universidade-empresa, precisará ser induzida para que os impactos e as transformações competitivas para o setor se completem.Originalidade / valor - Considera-se a pesquisa relevante uma vez que o tema da gestão da inovação no comércio varejista é relativamente novo na área científica, podendo orientar pesquisas futuras em outros municípios, além de aprofundar os elementos que viabilizarão a aproximação universidade-empresa como fator de competitividade, principais limitações do trabalho.
目标-这个了解创新管理的实践研究俄罗斯零售贸易的巴西,巴西,给这些企业的可持续发展贡献,代表超过gdp的50%的城市和遭受的后果除了刺激新的全国性的COVID -19区创新零售贸易方面的研究。设计/方法/方法——做一次实地研究通过不明,使用问卷semiestruturado和分类,创造力,创新和知识管理理论,来分析创新管理的过程。这是一个工作使用描述性的定性方法,目的,通过分析数据的分析的内容。结果:结果表明,Sobral零售企业部门已经存在良好的创新管理环境。然而,值得注意的是,有必要组织部门治理,鼓励创造力和知识管理作为创新因素。技术转让,通过校企合作,需要竞争的影响和诱导转变为行业如果能完成。创意/值-被认为是相关的研究,从管理创新的主题零售贸易是相对较新的科学领域,可以引导未来的研究在其他城市,除了加深元素,使校企近似,竞争力主要因素限制的工作。
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Revista de Administração da UFSM
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