Edição Especial Brasil - 2014, November, Issue
ENTREPRENEURIAL PROFILE: An Investigation of Undergraduate Students in Brazil
Roberto de Araújo Nascimento Cunha, Ana Cláudia Knoll Zoschke and Pedro José Steiner Neto
[01-09]  [PDF]

This article had as it main objective to understand how the variables of teaching-learning activities and characteristics of the entrepreneurial profile are exercised in undergraduate programs of Business Administration and Accounting. This study relates a survey conducted in Curitiba/Brazil, among 279 students of Business Administration and Accounting programs, from four different private and public colleges. For such was used a Likert scale with 20 indicators, based on Filion(1999), of the characteristics of entrepreneurial profile. The results suggest that the students differ in their perceptions related to the teaching-learning process and characteristics of the entrepreneurial profile developed at the undergraduate program. Some of the characteristics of entrepreneurial profile that differ by programs are: innovation, propensity to take risks, tolerance to ambiguity and uncertainty, ability to conduct situations and creativity. The question in essence is the necessity of having an approach compatible to the specificity of each program.

Wander Demonel and Roberto Marx
[10-21]  [PDF]

This paper intends to contribute to the discussion of innovation management in Low-tech companies. The approach, here adopted, provides a broad view of innovation management, not restrict to the traditional approach focused on R&D intensive activities and product development. To do so, we conducted an exploratory research in 4 companies that, according to the OECD (2005) classification, are considered Low-tech industries, and 1 High-tech company as a case referent. Through the multiple-case methodology was analyzed how large-sized companies manage and organize their innovation chains and investigated a possible convergence with the "typical Low-tech innovation mode" diffused in the literature. Empirical evidences suggest the existence of something similar to a "typical innovation mode" for large companies low-tech", quite different from that presented in the literature, innovation driven by suppliers. On the other hand, the results point to the existence of some similarities when compared with high-tech companies.

Rogério Flores da Silva and Renelson Ribeiro Sampaio
[22-28]  [PDF]

This article presents a discussion about productive capacity balancing and its effects in the total logistical costs, suggesting a mathematical model for the optimization of the capacity structure. To propose the model a literature study based on journal articles and books were conducted, using Theory Of Constraints - TOC as the theoretical framework. At the end, the model suggests that the inventory costs, the coefficient of variation in processing time and the coefficient of variation in arrivals are the relevant variables to verify if the investment in extra capacity is feasible.

Ronaldo Covre Bastos and Marta Monteiro da Costa Cruz
[29-38]  [PDF]

Until 2015, worldwide oil demand is forecasted to increase 1.3% per year, and production growth will increase 0.8% per year. To maintain competitiveness and to avoid the replacement of oil with another energy source, oil producers must improve the production efficiency of fluids. This paper aims to analyse the transportation efficiency of major hydrocarbons companies by considering their production, transportation and financial aspects. The Data Envelopment Analysis (DEA) model was used for analysis, and the annual data were obtained from the companies' financial and sustainability reports from 2006 to 2010. Tables are used to classify the companies by production efficiency. As a result, we found that even considering different variables as input and output, the major company in the world is the most efficient company as well, but this relation is not observed in others companies.

PERFORMANCE METRICS IN MANUFACTURING ENVIRONMENTS IN BRAZIL: From Significant Correlations to Contrary-Significations
Adriano David Monteiro de Barros, Cosmo Severiano Filho, Walter Fernando Araújo de Moraes, Tiago Silveira Machado and Flávio Maracajá
[39-48]  [PDF]

This article aims to present the significant correlations between evaluation metrics and AMT's (Advanced Manufacturing Technologies), resulting from a national survey among the 500 largest industrial companies of Brazil. The sample was composed of 21 companies, whose participation was recorded through an electronic form previously tested. We used Spearman's rank Correlation Test for (i) metrics of productivity, quality and flexibility, and (ii) AMT's (1 level and 2). Inferential data analysis showed significant moderate correlations, strong and very high between AMT's at the same level (software-software; hardware-hardware) and between AMT's at different level (hardware-software). There were also negative correlations of moderate significance, strong and very high for the 03 types of metrics. The confirmation of the hypothesis allows the conclusion that the evaluation metrics of manufacture should be aligned to the operational purposes of AMT's, legitimizing them use and validity.

T. Diana L. van Aduard de Macedo-Soares
[49-62]  [PDF]

To sustain their competitiveness in the globalized marketplace, firms are increasingly following strategies that adopt alliance portfolios – APs or networks to leverage innovation, thus obliging them to take into account AP/network attributes that influence innovation. However, their strategic analyses and planning rarely consider such attributes, admittedly because of a lack of adequate tools. This paper contributes to research that seeks to fill this gap by proposing the Strategic Network Analysis Innovation Framework – SNA-IF. The latter, which is a variation of a generic SNA framework that has been successfully applied in almost 30 firms in Brazil, was designed for innovation-oriented firms that engage in APs/networks. The framework includes a methodology, constructs and a model to conduct strategic assessments from a network perspective in this type of firm. The APs/network attributes pertinent to innovation were identified in an extensive literature review regarding the relationship between APs, networks and innovation.

ORGANIZATIONAL LEARNING IN LIGHT OF PHENOMENOLOGY: A Study of Group Experience in Administration Research in Brazil
Ricardo Pimentel, Eloy Eros da Silva Nogueira, Adriana Roseli Wunsch Takahashi and Mariane Lemos Lourenço
[63-75]  [PDF]

This study seeks to contribute to the knowledge of the group learning process through the study of this phenomenon within the context of research in universities that focus on the scientific production of knowledge in Administration. Within this context, the study aims at analyzing the group learning process via the experiences of members of a research group in Administration through a phenomenological approach. This work reveals another way of understanding how group learning is processed, in identifying the fact that there is a mutual coordination process, and in the definition of some key elements expressed in key categories.

Gislaine Barbosa Zaneti, Regina Ferreira da Rocha, José Paulo Alves Fusco and José de Souza Rodrigues
[76-88]  [PDF]

Taking into account the changes in the market scenario by virtue of globalization, Institutes of Higher Education (IES) as well as other organizations seek their competitive stability. For that reason, it is up to organizations to adopt innovative models of management for their operations aimed at improving results. Company networks consist of a model that is perfect for uniting efforts through cooperation among partners in a given business, which can involve ties of different natures. This paper shows the development and the application of an auxiliary technique to analyze the intensity, nature and importance of internal and external relations in the formation of results for a company network. For such, a multiple case study was conducted at two IES in the State of São Paulo and their networks of partners and employees in order to observe their specificities and organizational strategies. The study demonstrated the existence of specific performance criteria (pillars) for each IES and its network, resulting from its competitive reality. It reveals evidence that the education pillar is strengthened in both cases, and the research pillar is growing, although it is the weakest. The outreach pillar is the most robust in the public IES and the financial sustainability pillar is relevant for the private IES, and it was only detected in this IES.

Leonardo Blanco dos Santos and Darcy Mitiko Mori Hanashiro
[89-97]  [PDF]

This paper proposes a theoretical relationship between a Brazilian cultural trait, termed ‘formalism’, and the implementation of codes of integrity by companies operating in Brazil. First, we present the concept of integrity on its personal, moral and organizational levels. We then present Riggs (1960)’s theory on formalism and, in light of the contribution of Brazilian socio-anthropologists, present an understanding of how formalism became a central cultural trait in Brazil, and its implications for contemporary Brazil. We then briefly relate the American legal context that leads companies to implement codes of integrity. As such, we build theoretical relationships and hypotheses between formalism and the implementation of codes of integrity in Brazil. Considering the growing ethical concerns about corporate behavior worldwide, this paper is particularly relevant, as it offers evidence of theoretical relationships, and guidance to managers on how to increase the likelihood of effective implementation of integrity codes in Brazil.

MARKETING STRATEGIES IMPLEMENTATION: The Relationship between Marketing and Human Resources
Gabriel Eloy Silva, Ana Maria Machado Toaldo and Karina De Déa Roglio
[98-107]  [PDF]

On the organizational literature, there is a lack of studies on the relationships among the functional departments of organizations, in particular of the relationships between marketing and other departments. The research presented in this article has the purpose to analyze the relationship between marketing and human resources departments on the implementation of marketing mix strategies. The fieldwork has an exploratory focus and was conducted in two phases: one based on interviews and documental analysis and another on quantitative questionnaires. These questionnaires are based on the model proposed by Chimhanzi and Morgan (2005), which includes process-based dimensions, psychosocial outcomes and behavioral outcomes. Four organizations were investigated: two service and two manufacturing industries. The results showed how the relationship between these departments influenced the effectiveness of marketing strategy implementation, providing new information about its components and stages for the purposes of decision-making. There was no difference between service and manufacturing industries.

WATCH NOW: Web Videos as a Source of Online Information for Consumers
Raissa Karen Leitinho Sales, Danielle Miranda de Oliveira Arruda Gomes, Camilla Cruz de Carvalho and Fabiane de Barros Figueiredo Cavalcante
[108-116]  [PDF]

This paper aims to classify web videos of products and services shared in cyberspace. For the data collection it was adopted a qualitative and an exploratory method. It was used an in-depth interviews and non-participant observation. The interviews were done with consumers who recognize the web videos as a source of information on products and services; and the non-participant observation was done with videos in the virtual sharing environment. As a result it is showed a characterization of sharing environment and consumer information in web videos (explorer, diffuser, opinionated, generator and activist), as well as web videos identification into three classes: Entertainment, Informational and Testimonials, divided into 14 categories. It was suggested three managerial implications: a) the relevance in monitoring this media to understand public perception towards brand, product or service; b) the relationship strengthening with consumers; and c) the strategies planning that stimulate the production of positive web videos.

Andreia Cristina Resende de Almeida, Júlio Cândido de Meirelles Júnior, Hector Alberto Alimonda, Jorge Alberto Velloso Saldanha and Paulo Lourenço Domingues Júnior
[117-126]  [PDF]

This article has as main aim to present a brief analysis about issues such as poverty, inequality and social equity in the contemporary world and the social management contribution to the rural territorial development. The analysis to be presented in this article is based on Amartya Sen and Ignacy Sachs’ proposals about development and the historical evolution of the scientific thinking about the notion of poverty. To subsidize the argument about the problematic were used as references Robert Castel, David Harvey and Nelson G. Delgado to a conceptual and historical analysis. The methodology used is classified as explanatory and descriptive, and with respect to instruments, it was utilized bibliographic and telematic research. As results, it was possible to show a scenario about the main authors in evidence about the themes and to project possibilities and tracks about ways of reducing poverty and inequality and promoting the development with social management.

Cristiano Morini, Matheus Pereira Garuti Mauricio, Rodolfo Cunha Oliveira, Antonio Carlos Moretti, Aníbal Tavares de Azevedo and Edmundo Inácio Júnior
[127-138]  [PDF]

Cargo handling in private and public ports is one of the main activities in trade logistics. A different adaptation on container operations is required, as it plays a different role in terms of performance in port operations in Brazil. The use of data envelopment analysis (DEA) is applied to analyze the relative efficiency in terms of container operations in the Brazilian port terminals. The objective pursued was to identify the different performances of container handling in Brazilian ports and to show possible improvements for less effective ports. The research points out to the changes required in some ports in Brazil in relation to their inefficiencies.

PHOTOVOLTAIC POWER: Review and Trends for Brazil
R. B. Heideier, A. L. V. Gimenes and M. E. M. Udaeta
[139-146]  [PDF]

The objective of this paper is to assess photovoltaic power to contribute in public policies development to promote strategically the objectives of the current model of the Brazilian electricity sector. It presents an overview of photovoltaic power worldwide and in Brazil, its evolution and technical and economic trends. It defines the regulatory environment for the use of this source in Brazil. Therefore, it is concluded that this technology is not yet at a mature stage commercially, the advancement of this source in the energy matrix is slow, with some exceptions such as Germany, and there is significant expectation of cost reduction and efficiency increase due to innovations in production processes. This market, in Brazil, is incipient and it demand governmental incentives for development in the short term. But it is expected that this source will be attractive in the medium term.

CULTURAL POLICY AND CORPORATE COMMUNICATIONS: Brazil & Spain Organizational strategies of the visibility and the interface with the cultural policy
Ana Regina Rêgo
[147-158]  [PDF]

This paper presents a comparative study of public cultural policies of Brazil and Spain, especially the law of tax the exemption that allows the deduction of funds invested by the companies in the sector of the culture. With two main objectives, we sought to identify, the partnership between the state and companies in the promotion of the culture. The second and main purpose was to discover the multiple strategies of the cultural visibility in the corporate world through communication and marketing. The work was guide mainly on qualitative content analysis by pairing and still in the AIM- Image in the Media Audit. At the end, it is concluded that although the exemption laws are different in the two countries, the behavior of the companies is similar both with respect to investments in culture, as in the case communication strategies.

Antoniolli, Pedro Domingos and Lima, Carlos Roberto Camello
[159-168]  [PDF]

Globalization requires enterprises greater flexibility and adaptability of its internal processes to market requirements. This flexibility results in new forms of relationships among partners, supply chains. For these supply chains differentiate themselves from their competitors, agility and flexibility become crucial. In this sense, effective management of the supply chain is needed, in addition to collaboration and cooperation among their participants, with implies in strategic and operational integration to better serve the end customer. This work proposes the application of OEE (Overall Equipment Effectiveness) to support the demand management, focusing on supply chain, considering the producer-distributor dyad, represented respectively by a drug manufacturer and its largest distributor in the pharmaceutical sector, considering the marketing of generic drugs.

CONATUS AND SUCESSION PROCESS: Limits and Possibilities to Continue a Family Business
Roseane Grossi Silva, Vivian Duarte Couto Fernandes, Márcia Freire de Oliveira, Cristiano Camargo, Guilherme Menegatto Rodrigues and Lenise Marques Garcia
[169-182]  [PDF]

This article aims to analyze how the conatus interferes in the perpetuity of the family business, considering aspects that may limit or enable its continuation. The research is applied and qualitative, being a multi-case study. The results point out that the conatus interferes in the continuity of the family businesses analyzed, insofar as there is in the predecessor a desire to perpetuate the ‘project’ and actions focused on its transmission to successors. The four studied businesses showed aspects associated with the limits and possibilities for continuity, and these aspects differed from one organization to another.

Ricardo Ken Fujihara and Roberto Campos Da Rocha Miranda
[183-189]  [PDF]

Systemic factors like managerial style, cognition, organizational culture, context and technology are already known as factors that influence Strategic Knowledge Management – SKM. This paper aims to present the next study in this area, showing “individuality” as a factor that also impacts SKM. Considering the results of a survey with 254 strategists and decision makers that work on a Brazilian enterprise, the study point to new relations among strategists and strategic decision makers, novices and experts, in using “individuality” to formulate and decide strategically. Findings and discussions were based on exploratory analysis and factor analysis, showing that is possible to identify tendencies on application of individuality among strategists and strategic decision makers.

José Moreira da Silva Neto, Solange Mendes Garcia and Flávio de São Pedro Filho
[190-203]  [PDF]

The present study aimed to map the core competencies to governability in strategic role of the presidency of the 17 municipal legislative chambers all on the Rondônia State, Brazil, to approach an learning and development core competencies. Today, organizations seek to create sustainable value by leveraging their intangible assets. The value of intangible assets emerges from its effective combination with other assets and the synergy between them, based in Kaplan and Norton (2004, p. 32). For Fleury and Fleury (2003) competence is know how to act responsible and recognized, which implies mobilize, integrate and transfer knowledge, resources and skills that add economic value to organization and social value to the individual. Kaplan and Norton (2004) classify the competencies in a set of knowledge, skills and values, which are differentiated according the function performed. To Prahalad and Hamel (1990), core competencies is learning collective organization, especially how to coordinate diverse production skills and integrate multiple streams of technologies. Core competencies are communication, involvement and a deep commitment to working across borders organizational. It is exploratory and descriptive study in nature applied, defined as survey. It was used the deductive method with approach qualitative and quantitative. The survey instrument was subjected to validation according to perception of students in undergraduate courses in Management, Accounting, Economics, Law and Social Sciences, all from the Federal University of Rondônia, because it is skills relevant to these areas of knowledge. Research was conducted in the legislative chambers of those municipalities in the State of Rondônia, representing 32% of a population of 52 municipalities. However, the sample represents 68.46% of the population of the entire State. With the president’s chambers, structured questionnaire was used for self-assessment with closed questions in Likert Scale, with adaptation of the method in two columns, before and during exercise office. The results showed that there were increases in the dimensions of the competence, demonstrating that after exercise in office were acquired knowledge relating to activities of the strategic role of the presidency. Left us to conclude when the organization develops core competencies, also develops its processes, it is replaced by the possibility to better serve the citizen, fulfilling planned targets that lead to effectiveness and governability. The development of core competencies for governability, knowledge, skills and values are in harmony with each other and with contemporary theories that discuss the issue and when implemented in Perspective of Institutional and Professional Learning, synergy and interaction of this development is distributed to other perspectives Strategic Map. When the organization develops competencies, also develops its processes, it is replaced by the possibility to better serve the citizen, fulfilling planned targets that lead to effectiveness and governability.

Newton Paulo Bueno
[204-209]  [PDF]

One common finding in recent diffusion research is that ideas, beliefs, and behaviors tend to diffuse more quickly in disassortatively than in assortatively mixed social networks. This outcome may have important implications for the design of communication strategies to increase the participation of farmers in drought preparedness programs. For instance, if the underlying social network is disassortatively mixed by degree, i.e., if highly connected farmers tend to preferentially associate to less connected ones, community involvement programs should focus on convincing opinion leaders on the need to adopt the recommended measures. If, otherwise, the network is assortatively mixed by degree, communication should be more focused on horizontal campaigns targeted to the average farmer. We tested a typical irrigation system in the semi-arid region of Brazil for degree and geographic assortativity. The main finding was that the underlying informational network is disassortative by degree and assortative by geographic location of the farmers. This result suggests that community involvement campaigns in similar systems should be designed based on some variation of the basic “two-step flow” model of communication, in which most of communication and marketing researches are based on. Specifically, it appears that policies seeking to improve the response of irrigation systems to severe droughts should focus on influencing local leaders able to act as mutually reliable information bridges between irrigators and government agencies.

STRASSBURGER, Cristiane, BENEDETTI, Franceliane J., STEDEFELDT, Elke and SACCOL, Ana Lúcia de Freitas
[210-216]  [PDF]

The Food Services (SA) are work environments that offer a variety of occupational hazards due to the nature of their work. According to the risks they are exposed, workers can have health problems or suffer accidents at work, which generates high costs and cumbersome for the company to employees. This study aimed to develop and validate the contents of a list of specific assessment that analyzes the risk factors that food service workers are exposed. The list was successfully evaluated by nutritionists, doctors and technicians work in safety, through the Delphi method adapted and the Thurstone scale, in the period from August to November 2011. The results obtained had a degree of more than 80% of convergence between the professional evaluators. This list will serve as a quick and effective tool in preventing harm to the health of workers in food services.

DUDALINA S/A: Case Study on How to Overcome Succession Barriers on a Brazilian Family Business
Murillo Dias, Mirela Bulegon, Rafael Almeida and Roberto Aylmer
[217-229]  [PDF]

This research presents a single, failure, descriptive case study regarding family business succession in a fashion clothing company in the south part of Brazil, Dudalina S/A. Family business is responsible for 60 per cent of direct employment and 48 per cent of national production in Brazil. Family business is defined as a business controlled in total or majority and managed by family owners for more than one generation. Only 5 per cent of Brazilian family businesses reach the third generation of family owners. This research investigates, therefore, what are the main barriers present in Brazilian family businesses succession and throws more light on how to prevent and to overcome such pitfalls in order to reach successful transition to future generations, while investigates the succession process of Dudalina S/A, in which struggle for power divided the family and ended with the company sold to two North American private equity funds.

Wenersamy Ramos de Alcântara
[230-263]  [PDF]

This work develops an integrated model for optimal asset allocation in commercial banks that incorporates uncertain liquidity constraints that are currently ignored by RAROC and EVA models. While the economic profit accounts for the opportunity cost of risky assets, what may even incorporate a market liquidity premium, it neglects the risk of failure due to the lack of sufficient funds to cope with unexpected cash demands arising from bank runs, drawdowns, or market, credit and operational losses, what may happen along with credit rationing episodes or systemic level dry ups. Given a liquidity constraint that can incorporate these factors, there is a failure probability that the constraint will not hold, resulting in a value loss for the bank, represented by a stochastic failure loss . By assuming that bankers are risk neutral in their decision about the size of the liquidity cushion, the economic profit less the possible losses due to the lack of liquidity is optimized, resulting in a short-term asset allocation model that integrates market, credit and operational risks in the liquidity management of banks. Even though a general approach is suggested through simulation, I provide a closed form solution for , under some simplifying assumptions, that may be useful for research and supervision purposes as an indicator of the liquidity management adequacy in the banking system. I also suggest an extreme value theory approach for the estimation of , departing from other liquidity management models that use a penalty rate over the demand of cash that exceeds the availability of liquid resources. The model was applied to Brazilian banks data resulting in gains over the optimization without liquidity considerations that are robust under several tests, giving empirical indications that the model may have a relevant impact on the value creation in banks.

INTERNATIONAL FINANCIAL REPORTING STANDART (IFRS): A Bibliometrical Study of the Brazilian scientific production between the years 2009 and 2013
Thaís de Freitas Daneberg, Maria Cecília da Silva Brum, Jean Carlos Oliveira Seidler and Roberto Frota Decourt
[264-274]  [PDF]

In Brazil, the law 11.638/07 and 11.041/09 were the starting point for introducing the Brazilian to international accounting standard. Thus, from 2009, the frequency of publications involving IFRS intensified and the subject became part of day - to-day Brazilian companies. This study presents a bibliometrical analysis of the literature on the topic IFRS in the period 2009-2013 in journals and national conferences with the aim of identifying the profile of accepted papers. To achieve the goal the most widely used research methodologies were identified, we sought to draw a profile of publications through your goals and results, three main categories were identified, either: Impact, Comparison and Grip. Finally, we analyzed the evolution of the topic, conferences and journals that stood out and analysis of the references used. Through this study we identify that the articles published in Brazilian journals and conferences on the topic IFRS from 2009 to 2013 as their main motivation of changes in Brazilian corporate law generating a field of study that identifies the stage of convergence with international standards in Brazil.

Ana Lucia Ferraresi Schmitz and Édis Mafra Lapolli
[275-283]  [PDF]

Technology-based companies located in business incubators detain flexible production processes to allow them a fluid standard of innovation and use knowledge as their main raw material. Part of their employees, highly qualified, start their own business. With this concern, this research presents a methodology for a Framework of Knowledge Management (KM) in technology-based companies, in the field of security, that are members of Associação Catarinense de Empresas Tecnológicas - ACATE, the association of technology companies located in the state of Santa Catarina. This tool will provide the framework for implementation of the best practices for company management. The intention is to support the implementation of KM through a model framework, functional and facilitator for the businesses participating in the investigation. The adopted method was supported by systematic review and by interview with business owners. The content analysis allowed the achievement of the results. The suggested framework prompted projection and orientation of the managers of these companies in the implementation of KM.

Luna Marquez Ferolla and João Luiz Passador
[284-295]  [PDF]

The contemporary context of public administration presents an increasing complexity of demands, actors, institutions and relationships, requiring innovative responses, among which the possibility of collaboration stands out. In fact, this joint effort can occur in several ways: via partnering with external organizations, through the inclusion of the population in decision-making processes, among different levels of government, sectors of the same instance, or even agents involved in the same process. In this context, we present an analysis model for the existing collaboration processes in the public sector, identifying three main investigation dimensions: Participation, Representativeness and Publicity, along with the assessment criteria for each category.

Luiz Henrique Rezende Maciel, Mônica Carvalho Alves Cappelle and Rafaella Cristina Campos
[296-305]  [PDF]

The construction of a career is something that is not limited by the individuality of the subjects; they are under the direct influence of society and the context in which the individual is having different experiences according to the type of work. The objectives of this theoretical essay are to discuss the process of career transition of former elite athletes to a new reality outside their professional role as sportsmen. After the theoretical review, we notice that the post-athletic career is, in most cases, linked to the previous practice of sport, even if you completely break the bond with the sport, and the sport of high-performance’s direct or indirect influence in this new professional step.

CORPORATE SOCIAL PERFORMANCE: A case study for Hopkins and Wood’s framework in Brazilian confessional universities
Eliseu V Machado and Eliseu V Machado
[306-317]  [PDF]

The social responsibility field in the organizations has become recently a subject scholars have debated. There is a confusion related to “social actions,” this way reducing the social responsibility scope as a philanthropic activity. This reductionism is inadequate, distorting the essence of what is supposed to be a socially responsible conduct. The present proposal intends to evaluate enterprises in the Corporate Social Responsibility – CSR. This research will investigate confessional universities in Brazil. These universities are skilled in financial reporting, but they have no good process for evaluating and reporting on the programs, activities, and outcomes that relate more directly to their educational and service missions. The research was developed by utilizing the multiple case study method. From the results, the framework should be refined. Also, the universities, according to this study case seem to align the social activities and projects to their strategies, once their strategic planning have consistent elements related to social responsibility.

Claudio Luis Cruz de Oliveira and Fernando José Barbin Laurindo
[318-326]  [PDF]

Internet has changed the competition, shifting products, supply-chains and even markets. Its disseemination gives more power to the consumers what could be considered a threat to corporations. However, the emergent knowledge derived from the interactions of consumers with the digital media is an opportunity to deliver personalized services, to foster innovation and to promote the communication with the consumer in a real time basis. Based on multiple case studies, this paper aims to design a comprehensive approach of web analytics to achieve these business goals and consequently leverage the competitive advantage.