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A influência do gerenciamento de impressões na percepção do público-alvo do mix de comunicação de marketing 印象管理对营销传播组合目标受众感知的影响
Pub Date : 2019-09-14 DOI: 10.21714/2178-8030gep.v20.5881
A. Lukosevicius, Gustavo Guimarães Marchisotti, J. Guimarães
In the image society, perceptions are sold instead of products and services. The omnipresence of the cultural industry diffuses the difference between fantasy and reality, hindering the judgment of the public regard to consume. It is in charge of marketers, using the Communication Mix, to manage the impressions. This paper shows the applications of impression management (IM) strategies and tactics for the Marketing Communication Mix. As a result, we have a comparative structure generated through bibliography research and Content Analysis. It is perceived that the management of print empowers the forms of marketing communication, because it establishes a symbolic environment propitious to the projections of world and visions of reality. In relation to IM strategies, organizational promotion predominates, focused on the organizational aspect and self-promotion. As for the IM tactics, explanations predominate, focused on the organizational aspect and the conformity/agreement.
在形象社会中,出售的是观念,而不是产品和服务。文化产业的无所不在扩散了幻想与现实的区别,阻碍了大众对消费的判断。它负责营销人员,使用传播组合来管理印象。本文介绍了印象管理(IM)策略和战术在营销传播组合中的应用。因此,我们通过书目研究和内容分析产生了一个比较结构。人们认为,印刷的管理赋予了营销传播的形式力量,因为它建立了一个有利于世界的预测和现实愿景的象征环境。在IM策略方面,组织促进占主导地位,侧重于组织方面和自我推广。至于IM策略,解释占主导地位,侧重于组织方面和一致性/协议。
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引用次数: 2
Análise do processo de avaliação de desempenho individual em uma universidade pública: Proposições de melhorias 公立大学个人绩效评估过程分析:改进建议
Pub Date : 2019-09-14 DOI: 10.21714/2178-8030gep.v20.5575
Leander Luiz Klein, Breno Augusto Diniz Pereira, Conceição Feitosa, Antonio Carlos Freitas Filho
Performance evaluation in public institutions has gained prominent featured from government agencies and managers over the past decades. Thus, the objective of this work is to verify the perception of the institution servers of a federal university in Brazil in relation to the performance evaluation process used to identify critical points and improvement possibilities. The method of this work consisted of the application of a quantitative study by applying a survey. Data were collected through questionnaires with 270 administrative technical servers of the institution. With the results, we concluded that there are some critical factors of performance evaluation that need to be reviewed, as clear definition of the objectives of the institution, preparation and capacitation of the workers, and more involvement between servers and their managers.
在过去的几十年里,事业单位绩效评估已经得到了政府部门和管理者的重视。因此,这项工作的目的是核实巴西一所联邦大学的机构服务人员对用于确定关键点和改进可能性的绩效评价过程的看法。这项工作的方法包括通过应用调查进行定量研究。通过问卷调查的方式收集数据,调查对象为该机构270名行政技术服务人员。根据结果,我们得出结论,绩效评估的一些关键因素需要重新审视,如机构目标的明确定义,工人的准备和能力,以及服务人员与管理者之间更多的参与。
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引用次数: 1
Atividades inovativas em parques tecnológicos: Um estudo comparativo no Nordeste brasileiro 科技园区的创新活动:巴西东北部的比较研究
Pub Date : 2019-09-10 DOI: 10.21714/2178-8030gep.v20.5656
Rodrigo Teles Dantas de Oliveira, Raísa Teixeira Santana, I. Aragão
Innovation is crucial for organizations to ensure their survival and development. Technology parks are environments that promote the culture of innovation and the increase of entrepreneurial capacity, based on the transfer of knowledge and technology. This article aims to characterize the technology parks in the Northeast region of Brazil, to describe the main products developed and to do a comparative investigation of the impact of the innovative activities developed by these institutions. To operate the research, which has a descriptive nature, it was used as a data collection instrument the semi-structured questionnaire, applied to the representatives of each technology park approached. The results showed that the majority are in search of structural conformation, implanting the necessary elements to the activities inherent to the technological parks. As for the impact of innovative activities, most of the items covered were considered of high and medium relevance by the largest number of parks.
创新对组织的生存和发展至关重要。技术园区是在知识和技术转让的基础上促进创新文化和增加创业能力的环境。本文旨在描述巴西东北地区科技园区的特征,描述开发的主要产品,并对这些机构开发的创新活动的影响进行比较调查。为了操作具有描述性的研究,它被用作数据收集工具的半结构化问卷,适用于每个科技园区的代表。结果表明,大多数人都在寻找结构形态,为科技园区固有的活动注入必要的元素。至于创新活动的影响,所涵盖的大多数项目被大多数公园认为具有高度和中等相关性。
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引用次数: 0
Antecedentes culturais da corrupção: Uma análise das relações do modelo 6D de Hofstede na dissuasão à corrupção 腐败的文化背景:Hofstede 6D模型在腐败威慑中的关系分析
Pub Date : 2019-09-10 DOI: 10.21714/2178-8030gep.v20.5833
G. Wiedenhöft, E. M. Luciano, S. Callegaro
The aim of this study is to verify if the variables of the 6D Hofstede’s National Culture work as antecedents of the protection against corruption. They were analyzed through the Partial Least Squares method. The Distance of Power dimension showed an inverse effect in relation to the protection factors of corruption, that is, the lower the distance of power, the higher the protection against corruption. The Long Term Orientation dimension showed a positive effect in relation to the Institutional Quality factor. The Indulgence dimension showed a positive effect on the Democracy factor. Thus, a society that suppresses basic human needs related to well being or regulates them through rigid social norms tends to be less susceptible to corruption.
本研究的目的是验证6D Hofstede的民族文化变量是否作为反腐败保护的前因式。通过偏最小二乘法对其进行分析。权力距离维度与腐败保护因子呈负相关,即权力距离越低,对腐败的保护程度越高。长期取向维度对制度质量因素有正向影响。放纵维度对民主因素有正向影响。因此,一个压制与幸福有关的人类基本需求或通过严格的社会规范来规范这些需求的社会往往不太容易发生腐败。
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引用次数: 0
Validação cultural da escala PCQ24 para o idioma Português-Br 葡萄牙语-Br的PCQ24量表的文化验证
Pub Date : 2019-09-09 DOI: 10.21714/2178-8030gep.v20.5814
Frederico Leocádio Ferreira, C. Gonçalves, Juliana Maria Magalhães Cristino, Érico Aurélio Abreu Cardozo
The PCQ24 instrument is used to measure the psychological capital (Psycap) of individuals in organizations, however there is differentiation between cultures. Thus, it is necessary to adapt to the particularities of the country to which it is applied. Therefore, the article aims to validate the PCQ24 scale for the Brazilian language using a cultural validation methodology proposed by Beaton, Bombardier, Guillemin and Ferraz (2007) and an exploratory factorial analysis (EFA) to obtain the grouping of statistically relevant items which measure the latent constructs that form Psycap. The final version of the instrument showed discrepancy among the present studies, containing 19 items, none reversal question and five constructs. The purpose is to assist future quantitative research on the subject, building a scale that represents the needs of the Brazilian socioculture and linguistic, as well as assisting the manager in the development and monitoring of the level of psychological capital in individuals within an organization.
PCQ24工具用于测量组织中个人的心理资本(Psycap),但不同文化之间存在差异。因此,有必要适应所适用国家的特殊性。因此,本文旨在使用Beaton, Bombardier, Guillemin和Ferraz(2007)提出的文化验证方法和探索性析因分析(EFA)来验证PCQ24巴西语量表,以获得统计相关项目的分组,这些项目测量构成Psycap的潜在构式。该量表的最终版本在目前的研究中存在差异,包含19个项目,无反转问题和5个构念。目的是协助未来对这一主题的定量研究,建立一个代表巴西社会文化和语言需求的量表,以及协助管理人员发展和监测组织内个人的心理资本水平。
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引用次数: 0
Gestão das políticas de assistência estudantil: Possibilidades para permanência no ensino superior 学生资助政策的管理:继续接受高等教育的可能性
Pub Date : 2019-09-09 DOI: 10.21714/2178-8030GEP.V20.5806
Tânia Maria Lago, Lina Maria Gonçalves
This article presents the results of a research whose objective was to analyze the evolution and management of the Student Assistance activities in UnirG, in the last 5 (five) years, aiming to propose to the future management interventions to improve the assistance to students with vulnerability to university dropout. It is a case study, carried out from documentary and bibliographical research, with a qualiquantitative approach, conjugated with principles of the dialectical method, when considering the complementary opposites concepts: permanence-dropout. Although the results point to management investments with the creation of several Student Assistance programs, they do not work in an integrated way, do not have management of a specific department and work in a disjointed way, do not share their plans or results. It is concluded that improvements are necessary, especially in the monitoring and evaluation of Student Assistance actions in the institution.
本文介绍了一项研究的结果,该研究的目的是分析大学学生援助活动在过去5年的演变和管理,旨在提出未来的管理干预措施,以改善对易受大学辍学影响的学生的援助。这是一项案例研究,从文献和书目研究中进行,采用定性定量方法,结合辩证方法的原则,在考虑互补的对立面概念时:永久辍学。尽管结果表明,通过创建几个学生援助计划,管理投资,但他们并没有以综合的方式工作,没有对特定部门的管理,工作方式脱节,没有分享他们的计划或结果。结论是,改进是必要的,特别是在监测和评估学生援助行动的机构。
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引用次数: 3
Uma análise qualitativa da rotatividade voluntária de empregados 员工自愿离职的定性分析
Pub Date : 2019-09-07 DOI: 10.21714/2178-8030GEP.V20.5297
L. Oliveira, J. T. Rocha
Despite being a topic widely studied, voluntary employee turnover still raises many questions and debates. In this sense, the purpose of this qualitative study was to investigate the reasons behind the decision to change jobs, expressed by former employees of a large public Brazilian company. The selection of subjects included, on the one hand, younger employees who left before completing 10 years of work in the company and, on the other, more experienced employees who left after 20 years of work. The results showed that, for the younger professionals, the decision to leave was predominantly motivated by extrinsic rewards and by their dissatisfaction with promotion and recognition practices prevailing in the company. For the more experienced, it was decisive the seeking of new professional challenges and the prospect of having their knowledge, acquired over the years, being more valued.
尽管自愿离职是一个被广泛研究的话题,但仍然引发了许多问题和争论。从这个意义上讲,本定性研究的目的是调查巴西一家大型上市公司的前雇员决定换工作的原因。研究对象的选择一方面包括在公司工作不到10年就离职的年轻员工,另一方面包括在公司工作了20年之后离职的更有经验的员工。结果显示,对于年轻的专业人士来说,决定离开的主要动机是外在奖励,以及他们对公司普遍存在的晋升和认可做法的不满。对于经验更丰富的人来说,寻求新的专业挑战和多年来获得的知识更有价值的前景是决定性的。
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引用次数: 0
Um estudo sobre a percepção do clima organizacional entre os servidores da UFCA 一项关于UFCA员工对组织氛围感知的研究
Pub Date : 2019-08-29 DOI: 10.21714/2178-8030gep.v20.5761
R. R. Grangeiro, Carolina Villa Nova Aguiar, Fernanda Leite Ferreira, Jaqueline de Oliveira Feitosa
The Organizational Climate (OC) is characterized as perceptions that employees create and share about the organization in which they operate. Climate research assists managers in identifying points of improvement and consequently affects the decision-making process. Institutions of Higher Education need to be attentive to the climate as a source of competitiveness. Therefore, the present study aims to evaluate the perception of OC amongst technical and teaching staff at the Federal University of Cariri (UFCA). For this purpose, the scale Organizational Climate and Well-being (IES-B) was applied. The study sample was comprised of 58 were teachers and 65 technical staff. Results verified that the UFCA has a satisfactory Climate. However, aspects of the structure dimension need to be improved (mean=3.30). Indications of links and collaboration amongst co-workers were present (mean=4.16). The managerial dimension was also evaluated positively. Finally, it was observed that technical staff presented a more positive perception of OC than teachers.
组织氛围(OC)的特征是员工创造和分享的关于他们所在组织的感知。气候研究有助于管理者确定改进点,从而影响决策过程。高等教育机构需要关注气候作为竞争力的来源。因此,本研究旨在评估卡里里联邦大学(UFCA)技术和教学人员对OC的看法。为此,采用了组织气候与幸福感量表(IES-B)。研究样本由58名教师和65名技术人员组成。结果证明,UFCA具有令人满意的气候。然而,结构维度方面有待改进(平均值=3.30)。同事之间存在联系和协作的迹象(平均=4.16)。管理层面也得到了积极的评价。最后,我们观察到技术人员比教师表现出更积极的组织行为观。
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引用次数: 0
Percepção de gestores sobre a auditoria ONA em um compounding center em processo de acreditação 经理对复合中心认证过程中ONA审核的看法
Pub Date : 2019-08-28 DOI: 10.21714/2178-8030gep.v20.4293
Deivid Nogueira Rafael, S. Aquino
The management and quality certification are subjects observed, discussed and studied in health. The aim of the study was to describe the perceptions of five managers, responsible for quality control in relation to the audit process for obtaining the quality label ONA in an institution characterized as a Compounding Center, specialized in the preparation of parenteral nutrition, and chemotherapy preparations. This is a case study of qualitative, exploratory and descriptive approach that was elaborated with data collection performed through documental research, structured interviews and participant observation. For managers, the audit was different compared to those carried out by national regulators or the corporate audits, as this encompasses every step of the work process in all areas, focusing on the safety of the patient or client. The creation of the called process sheet enabled the integration of processes and comprehensive analysis of the company by managers.
管理和质量认证是卫生领域观察、讨论和研究的主题。本研究的目的是描述五名管理人员的看法,负责质量控制的审计过程中获得质量标签ONA在一个机构的特点是配制中心,专门从事肠外营养制剂和化疗制剂的制备。这是一个定性、探索性和描述性方法的案例研究,通过文献研究、结构化访谈和参与者观察来详细阐述数据收集。对于管理人员来说,审计与国家监管机构或公司进行的审计不同,因为它涵盖了所有领域工作过程的每一步,重点是患者或客户的安全。所调用的过程表的创建使管理人员能够集成过程并对公司进行全面分析。
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引用次数: 2
Avaliação do uso de uma ferramenta eletrônica para o mapeamento e desenvolvimento de competências de gestão 评估使用电子工具绘制和发展管理技能
Pub Date : 2019-08-26 DOI: 10.21714/2178-8030gep.v20.5274
Adriane Vieira, Laura Trindade Ituassu, Patrícia Lourdes Silva, R. Vieira
This study aimed to describe the implementation and evaluation of the results of the application of an electronic tool for the mapping and development of management skills, for educational purposes, called the Share (Smart Human Academic Resources). This is a descriptive study with a qualitative approach. The experience happened in the undergraduate course in Health Services Management of the Federal University of Minas Gerais. In the mapping of competencies, teachers and market professionals were interviewed. The results indicated that 'health policies, planning and evaluation' is the most relevant technical competence for managers working in the health area. One hundred and fifty-six students made use of the technology and through a focus group it was concluded that the Share has the capacity to stimulate students to set goals and improve their performances, however, the exercise of evaluation also awakens the fear of receiving a negative return, requiring a psychological guidance service for maturing and professional growth.
本研究旨在描述一种电子工具的应用结果的实施和评估,用于教育目的的管理技能的绘制和发展,称为Share(智能人力学术资源)。这是一项采用定性方法的描述性研究。这一经历发生在米纳斯吉拉斯州联邦大学卫生服务管理本科课程中。在能力映射中,对教师和市场专业人员进行了访谈。结果表明,“卫生政策、规划和评价”是卫生领域管理人员最相关的技术能力。156名学生使用了该技术,并通过焦点小组得出结论,认为Share有能力刺激学生设定目标并提高他们的表现,然而,评估的练习也唤醒了对收到负回报的恐惧,需要成熟和专业成长的心理指导服务。
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引用次数: 1
期刊
Gestão & Planejamento
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