Edição Especial Brasil - 2015, January, Issue
BRAINS ON THE RUN: Movements and Possibilities
Maria Eloisa Karolczak, Yeda Swirski de Souza, Geovana Alves de Lima Fedato, Adelice Minetto Sznitowski and Edir Antonia Almeida
[01-09]  [PDF]

This article analyzed the brain drain phenomenon (brains escape) in a qualitative approach; the conducting wire is the motivation of this phenomenon and the policy for the solution. The research was developed using the EBSCOhost database platform, where 77 articles about the theme were found; however, only 15 articles were analyzed because they had qualitative analysis, which was performed from secondary data as documents analysis, literature and case study. As result, we present a framework, divided in two segments, public and private, with the policies found in the articles to reduce the brains escape; we can conclude there is a condition to be explored through the policies combination.

ASSESSMENT OF THE USE OF ENVIRONMENTAL MANAGEMENT SYSTEMS AND THEIR IMPACT UPON ORGANISATIONS: The Case of a Brazilian Naval Hub
André Andrade Longaray, Paulo Roberto da Silva Munhoz and Marciano Meira
[10-20]  [PDF]

The environmental issue is currently seen as a factor of competitiveness and not just as a way to respond to legal requirements. Hence, the adoption of an Environmental Management System (EMS) is presented as a differential for companies. Accordingly, the present work aims to evaluate the performance of the various EMSs at companies in a specific Brazilian Naval Hub and identifying the environmental indicators applied for the same. The research objective is pursued by evaluating the results of a field survey. The subsequent data analysis enabled the assessment of the impact of the adoption of an EMS on the operating performance of companies. The analysis also helped in recognizing the environmental indicators used by these companies and in identifying the correlation between variables, such as environmental commitment and cost reduction, among others.

INTELLECTUAL DISABILITY AND PROFESSIONAL INCLUSION: Case Study of the Former Students from Trampolim Program Developed By SENAC/PR
Carmelinda Parizzi, Márcia Regina Mafra, Silvia Helena Carvalho Ramos Valladão de Camargo and Tárcia Regina Silveira Days
[21-32]  [PDF]

This study aims the Intellectual Disability and Work theme and investigates the contributions of the Education Program for Work Trampolim related to the process of integration of its former students in the labor market. The participants were eight former young students with intellectual disabilities, graduted between 2011 and 2012 in Ribeirão Preto/SP. The methodology is by qualitative approaching, setting up a case study. Arrangements and theoretical and methodological arrangements and joints were based on authors such as MARX (1985), ENGELS (1876), CLOT (2007), MENDES (2012), DEJORUS (2009), and VYGOTSKY (1990). It is concluded that areas such as working, training and belonging to social groups are universes considered legitimate in the formation of social categories, for being responsible for how young people with disabilities are self-identified and how they are identified by society.

HISTORICAL-CRITICAL PEDAGOGY AS A GUIDE TO THE EDUCATIONAL PRACTICES OF ADMINISTRATION PROGRAMS
Anderson Cruvinel Magalhães and Roberto Patrus Mundin Pena
[33-42]  [PDF]

This work seeks to demonstrate the possibility of implementing historical-critical pedagogy (HCP) as a guide to the educational practices of administration programs. HCP represents one possibility for dialectical synthesis between the pedagogy of competencies and the critical pedagogy that currently guides these courses. This synthesis is constructed from a detailed examination of the precepts and characteristics of each of the pedagogies cited, which ultimately establishes the conditions necessary for structuring an HCP-based training for administrators.

MANAGEMENT OF ORGANIZATIONAL CONFLICTS: What is the Anthropological way out for Organizational Psychology?
Harrysson Luiz da Silva, Ana Elisabeth Moiseichyk, Rosemy da Silva Nascimento, Erico Porto Filho and Luciana da Veiga Cascaes
[43-54]  [PDF]

This communication is a result of a research done in the Production Engineering Post Graduation Course. It aims at analyzing the understanding of the late XX century authors as for an impasse in the administration of relationship among people and organizations. One must highlight the advance provided by Jean Francois Chanlat as to the need of a new anthropology for the organizations. The groundwork adopted is based on the philosophical anthropology that underlies the Administration Colleges. Chanlat’s proposal analysis leads to ascertain that at the same time that he points out the need of a new anthropology he makes use of an anthropology based on the disciplines to explain the human phenomena in the organizations. This prevents him from reaching his own objective.

MAKING DECISIONS IN THE HOSPITAL’S SUPPLY CHAIN: The New Look for Its Model of Management
Catia M. L. Machado, Annibal Scavarda, Guilherme Vaccaro, André Luis Korzenowsk and Liane Mahlmann Kipper
[55-63]  [PDF]

The process of making decisions relies in the chance of choosing one or more of several possible actions. And to choose from the possibilities is based on a set of information that conduct the decision maker to calculate what his odds and chances of success would be like. Hospitals are essential to the community, greatly important in people's lives, and the management of these organizations present a complex character. Within this perspective, the main objective of this research is to develop a model to support decision-making and helping it to minimize waste based on the lean system. The proposed model was based on the concept of supply chain management and on the lean system. The methodology used is of exploratory and descriptive character. Expected that the proposed model can contribute in aid en route for decision-making to reorganize and succeed in the management process, generating profits and minimizing the identified waste by the Value Stream Map.

SUSTAINABILITY AND FINANCIAL PERFORMANCE: An analysis of A +Brazilian companies listed on the Global Reporting Initiative between 2009 and 2012
Luís Gustavo Budziak and Rodolfo Coelho Prates
[64-80]  [PDF]

Organizations that claim to be sustainable in their strategic discourse (mission and vision), are supposed to have a sustainable performance consistent with their economic and financial performance. To evaluate such statement we analyzed the financial and sustainable development of 15 Brazilian companies between 2009 and 2012. The sustainable performance was measured according to 54 indicators collected in the Sustainability Report of the Global Reporting Initiative. Only quantitative and monetary indicators were applied. A reduced use of quantitative and monetary sustainability indicators (32%) was noticed. Sustainability growth indicators higher than economic and financial growth indicators were: 10.5% (Revenue); 16.7% (Profit); 16.8% (EBITDA); 16.3% (ROA); and, 16.6% (ROE). Based on the indicators we classified the organizations’. The economic and financial performance overcame the sustainable performance, supporting the idea that companies employ sustainability in their strategy discursively, rather than through concrete sustainable actions.

MANAGEMENT OF PROMOTION COMPOUND ON RETAIL SMALL BUSINESS: A Case Study of Tocantins City
Clayton de Oliveira Pires, Cristiane Regina Celeguim Jorge, Sandra Idalina Ciocchi Fiacadori and Tatiane Prata Pires
[81-92]  [PDF]

This study aims to explore and describe the use of the main tools of the compound of communication used by clothing retailers of Tocantins city, in the state of Minas Gerais, in Brazil, and what is its level of use. The research was based on literature about the state of the art and analysis of data obtained through direct research with local entrepreneurs. For data collection, it was used a proper instrument consisting of open and closed questions, aiming exploit the full profile of these entrepreneurs and market practices they have implemented. It was observed that the profile of the segment's business is very similar to those shown nationally. On the management of the compound of communication, it was observed the use, albeit fledgling, of digital marketing, reasonable use of available mass media, use of sales promotion with incentive to sellers and consumers, high use of merchandising tools, lack of partnerships among entrepreneurs, reasonable participation in events in order to promote the company, and also a high level of importance given to the owners and employees’ contacts network was observed on the results of the companies. These data indicate a good level of communication compound management, given the companies size limitations, city and consumer market and shows the points where there is still room for improvement in management of communication compound.

ANALYSIS OF ADVERSE REACTIONS OF ORTHOPEDIC PATIENTS WHILE TAKING ANTICOAGULANTS: Perspective on the management of quality and safety in healthcare
Débora Matos de Azevedo Fontes, Tathiana Silva de Souza Martins, Teresa Tonini, Luiz Carlos Santiago and Annibal Scavarda
[93-100]  [PDF]

This study addresses the adverse reactions associated with the use of anticoagulants occurring in an orthopedic hospital in Rio de Janeiro. This is an observational descriptive series of case studies. The data from 20 adult patients were analyzed who have adverse drug reaction (ADR) in the year 2012. The prevalence of adverse reactions was 10%. Regarding the causality of ADR and the use of anticoagulants, 50% were considered possible, regarding the severity, 62.16% were classified as moderate and, in terms of predictability, 100% could have been avoided. It is believed that health professionals are not trained to detect ADRs and thereby minimize risks/damages to patients. Healthcare institutions must invest in management strategies for quality of healthcare and patient safety as a way of minimizing inherent risks in drug therapy, therefore, decreasing expenses and hospital providing a safer and more economical hospital practice.

THE USE OF GRAVITATIONAL MODELS FOR INTERNATIONAL MARKETING STRATEGIES ADAPTATION
Rodrigo Esteves Tafner, George Bedinelli Rossi, Dirceu da Silva and Viviane Chunques Gervasoni
[101-110]  [PDF]

This paper presents a conceptual model for the degree of prediction adaptation of business strategies at the international level to a new offer in foreign markets. The model was developed considering concepts proposed by retail gravity models, cultural distance and global brand. The model tested predicts values observed in 15 different cases, being three different products in five different countries. The main variables are the size of the company and the country, which predict the necessity of adaptation. The cultural distance is relevant in strategy formulation. The model proves to be robust for the cases analyzed.

ANALYSIS OF TUNDISH WEIGHT ON THE STRIP CASTING PROCESS THROUGH RESIDUES CONTROL CHARTS IN THE PRESENCE OF VOLATILITY
Vanusa Andrea Casarin, Adriano Mendonça Souza, Antonio Vanderlei dos Santos and Rozelaine de Fátima Franzin
[111-120]  [PDF]

The present study assesses the stability of the tundish weight that comprises the strip casting process by means of residues control charts. For monitoring purposes, the Principal Component Analysis technique was used to address the cross-correlation, while the ARIMA-GARCH model was used to address autocorrelation, with control charts being applied to residues resulting from this modeling. The study was conducted in the melt shop of a steel billets manufacturer, where, after being modeled, the selected components (PC1PD and PC2PD) had its residues submitted to control charts. Thus, out-of-control points in relation to the residues of ARIMA and ARCH models were compared, leading to the conclusion that volatility influences stability changes in the process. In this sense, the procedure in use was able to represent the manufacturing process, providing an understanding of the behaviors of the variables and supporting process monitoring, in order to avoid process instability and the occurrence of scraps.

NETWORK OF NETWORKS: A Governance Framework to Integrate Cooperation Networks
João Claudio Saenger-Silva and Jorge Renato Verschoore
[121-132]  [PDF]

This study stemmed from the realization there is an opportunity to integrate cooperation networks set up by small and mid-sized companies in Brazil. Recent studies have shown the number of active networks in the country is close to 800. Based in this context, this study aims to identify and analyze elements of governance to support the integration efforts between cooperation networks. We proposed a governance framework with ten elements based on the network literature and we validated it guided by the Design Research method. Experts and entrepreneurs were interviewed. We validate ten governance elements, namely trust, goal consensus, number of companies, number of networks, centralization, formalization, specialization, incentives, coordination, and control. As a contribution of this study, a final framework is proposed which describes each element and its characteristics.

INFORMATION AND KNOWLEDGE MANAGEMENT CONTRIBUTIONS TO ORGANIZATIONAL RESULTS IN A CONTEXT OF MANAGEMENT MATURITY
Santos, M. B.; Camilo, R. D.; Muylder, C.F. and Parreiras, F. S.
[133-144]  [PDF]

This study evaluates the informational and knowledge perspectives of organizational management processes considering an organizational management maturity model. It evaluates essential management process maturity to deepen the understanding of the enabler role of information and knowledge management on operational processes that are periodically redesigned and implemented in the value chain, as a backbone that promotes organizational performance results. These processes as well as all the other organizational processes have to deal with information, convert knowledge and conduct resource transformations, within a stressed managerial context. Therefore this research studies the validity of this conceptual framework applying a structural equation modeling to test the logic and the strength of this chaining. Its data was composed of 52 companies in a multi-organization level and they were assessed from 2008 to 2012. We used the model version regarding a reference criteria applied to the management excellence, by the Quality Institute of Minas Gerais state (PMQ), in Brazil. The results showed direct contributions of central management processes for the performance which is sensitive to context. Also the power of information and knowledge management used to obtain results, is moderated by the maturity of management practices in the processes of an extended value chain.

APPLICATION OF THE RESTRICTIONS THEORY: Productive Analysis In A Food Industry
Cleunice Zanella, Rodrigo Barichello, Silvana Dalmutt Kruger, Paola L. Carre, André Luis Da Silva Leite and Nelson Casarotto Filho
[145-152]  [PDF]

The study aims to apply the optimization process of the restrictions theory in a food industry located in the west of the State of Santa Catarina, to identify the constraints of the production process of gelatine production line. Methodologically the study is exploratory, developed through a case study with qualitative and quantitative analysis of the processes. Initially identified the flowchart of the production process, then the runtime of activities and problems related to production stoppages. It was identified from the monitoring carried out that the biggest bottleneck of the jellies production of the studied company is on the machines that pack the sachets (primary packaging), which despite having greater capacity than the secondary packaging (Vertopacks) present restriction on production volume due to setups, identified mostly by the exchange and cleaning of teflon, industry organization, adjustment of machines, coil exchange and gymnastics. Overall, the study results show that using the restrictions theory is possible to identify bottlenecks and guide managers in correcting the process restrictions, in order to optimize production.

THE ADVERTISING MUSICAL MARKET: A View through Effects and Formats
Marcio Pizzi de Oliveira, Annibal José Roris Rodriguez Scavarda do Carmo and Mônica de Almeida Duarte
[153-159]  [PDF]

Music performs an important role in advertising, increasing effects in commercials. That enabled the construction of a powerful structure, very important for music industry context. Musical formats, productive systems, involved technlogy are elements which indicate that production´s magnitude and complexity. The objective of this article is to explain how advertising market works in regard to musical area through a bibliographical research surrounded by materials which treat specific themes of musical area related to advertising.

FINANCIAL PLANNING FOR MICRO AND SMALL BUSINESSES
Agenor Felipe Krysa and Fernando Franco Netto
[160-174]  [PDF]

The current study aims at emphasize the importance of the process of financial planning to the MPE's, knowing that to have a possibility of a financial management effective and efficient is primordial if there’s a functional financial management, in the same way it’s essential to have control that allow these analyzes. Sought in literature concepts and recommendations about the process of financial planning, preparation of sales projections, the costs budget, cash budget, and the statements of results projected. To comprehend the scene was applied a research that had as a target public the micro and small businesses from Guarapuava that active in industry segments, trade and local services, the objective of this research is, comprehend what are the levels of financial management that are used by entrepreneurs and how their financial planning is done. It has been found a necessity of implement a process of financial management, and that companies do not use formal planning of their finances and demonstrate they are not prepared to overcome possible financial difficulties.

IT: An analysis of Comunication and Information of the Supply Productive Chain by the Nurse
CRISTIANA FIALHO BRAZ DA SILVA, ANNIBAL SACAVARDA and LUIZ CARLOS SANTIAGO
[175-184]  [PDF]

As instituições de saúde estão cada vez mais voltando a um processo contínuo de informatização de suas variadas atividades, apresenta em seus propósitos o acompanhamento da inserção das denominadas NTICs, que tem sido um grande aliado no desenvolvimento do PE pôr permitir uma integração numa estrutura lógica de dados, informação e conhecimento para auxiliar e ser integrado no cotidiano da prática do profissional da saúde. O objetivo deste artigo é identificar e analisar, fatores que influenciam nesta estruturação dentro da cadeia produtiva de suprimento na comunicação e informação dos desafios encontrados pelo profissional enfermeiro, no uso do software. Tratando-se de um artigo conceitual, exploratório com analise da literatura. Convidando ao leitor a refletir, que não adianta investir num mais sofisticado hardware e software do mercado, se não for concentrado este valor de investimento em treinamento na busca de envolvimento do usuário na unidade hospitalar.

THE QUALITATIVE AND QUANTITATIVE APPROACHES IN THE MODERN ORGANIZATIONS, A SPORTS ANALOGY
PAULO CESAR GAION GRANELA, Centro Universitário SENAC. and ONÉSIMO DE OLIVEIRA CARDOSO
[185-195]  [PDF]

Currently, the organization management has been characterized by the intensive use of models, tools and techniques that emphasize the quantitative approaches in the decision-making processes, however, many relevant aspects can be neglected by this trend. Factors that cannot be easily quantified or others that can be eminently qualified, such as subjective and emotional characteristics, often do not receive the proper attention and, thereby; distort numerical indicators due to the inability to balance both approaches: quantitative and qualitative. In this work, we tried to analyze the situation in the modern management through a sports analogy, using two distinct modalities, football and volleyball, to illustrate, respectively, the qualitative and the quantitative.

FACTORS ASSOCIATED TO ART MUSEUM VISITATION: The Inhotim Case
Diomira M. Cicci Pinto Faria and Ana Flávia Machado
[196-207]  [PDF]

Cultural assets present features of public or semi-public goods, which makes it difficult to determine their pricing, as well as how much people are willing to spend to enjoy them. Yet, such assets value culture and the territory wherein they are located. A technique to build information on consumer’s hypothetical behavior is the Contingent Behavior Method: in this paper, art museum visitors are interviewed and their answers are conducive to evaluating factors associated to Museum Visitation and to what extent changes in pricing and in visitor’s income affect the demand for such cultural assets. The main findings of our survey include the observation that museum demand is inelastic to price but not to income; furthermore, consumption habit proved to be statistically significant and positive.

SOCIAL MANAGEMENT BEYOND PROCRUSTES’ BED : Ontological, Epistemological and Methodological Considerations
Airton Cardoso CANÇADO, José Roberto PEREIRA, Fernando Guilherme TENÓRIO and Ana Alice VILAS BOAS
[208-222]  [PDF]

This article aims to contribute for the consolidation of Social Management as a field of scientific knowledge. We search in the paradigms proposed by Burrell and Morgan (1979) and Jones (1993) the references to understand Social Management from its own ontology, epistemology and methodology. Social management, a promising field for the development of organizational studies, has its starting point in the non-state public interest, whilst the starting point of business management is the private interest. Since social management is an antinomian concept that opposes to business perspectives, the negative dialectics helps us to understand social management as a process that (re)construct and is not limited to "Procrustes' Bed". Therefore, social management constitutes a field of scientific knowledge under construction.

PROCESSES OF IT GOVERNANCE AND IT MANAGEMENT: Determinant Attributes of Differentiation and Analysis Based on Best Practices
Eliana Sangreman Lima and Sérgio de Souza Cruz
[223-237]  [PDF]

Within the actions of organizations, we may observe some lack of clarity concerning the differentiation from the concepts of IT Governance and IT Management processes. This work has the purpose to clarify this issue, seeking distinguishable attributes for such differentiation, and to identify which attributes might contribute to the improvement of these two types of processes. Therefore, we put forward a method for identifying Determinant Attributes of Differentiation and Analysis (ADDA) of IT Governance and IT Management processes based on best practices. The method ADDA allows organizations to identify, based on objectives of IT processes, which processes have predominant characteristics of Governance and which ones are most consistent with Management characteristics. Furthermore, the method ADDA helps the identification of determinant attributes of analysis of IT Governance and IT Management processes, what might support managers for improving them.

GOVERNANCE IN THE BEEF SUPPLY CHAIN: An Exploratory Study of Sustainable Production Standards Practiced In the Northern Region of Mato Grosso
Arlete Redivo, Geovane Paulo Sornberger and Adriana Regina Redivo
[238-246]  [PDF]

In order to keep the exporting market of Brazilian beef, the agents of that chain need to be aware of the requirements from import countries, especially regarding the production within the sustainable standards. The beef from Legal Amazon has been a steady subject for this debate. Within this focus, the current study aims to explore the use of sustainable production standards by agents involved in the supply chain of the beef produced in the northern region of Mato Grosso State. The methodology was the qualitative research of a case study. In order to compound the research, a slaughterhouse, a feedlot, an association creators and individual cattle breeders, all acting within the area covered by the Legal Amazon, were selected. The results showed that the agents who take part of this chain are concerned about meeting the standards required by the importing market, but they come across with difficulties on obeying such requirements. Limitations of study is because it is based on a solely case study and research only applied in one municipality of the Amazon Region.

HOW CONCEPTUAL ANALYSIS CAN CONTRIBUTE TO THE THEORETICAL REFINEMENT IN ORGANIZATIONAL THEORIES?
Francisco Antonio Coelho Junior, Pedro Paulo Murce Meneses, Rodrigo Ferraz de Almeida and Alexandre José Bernardo
[247-255]  [PDF]

Much has had been said about the need for theoretical refinement in the field of organizational studies. One possibility of this being done is by applying the technique of conceptual analysis. This article aims to discuss the conceptual analysis in light of the variables investigated in organizational theories in general and organizational behavior in particular. The attributes of each variable must be decomposed according to the degree of contribution of the same explanation in the associated construct. The level of analysis of the construct needs to be considered. The hierarchical organization of the construct in terms of its constitutive properties must be considered in the hypothesized theoretical models. It is hoped that the techniques presented here are indeed applied, promoting greater accuracy and precision in the definition of variables in Brazilian and international organizational studies.

ACCOUNTING: The History of a Science, Its Challenges and Prospects
THAINÁ CARVALHO DO NASCIMENTO MOURA, LINO ARNULFO VIEIRA CINTRA, KATIANNY GOMES SANTANA ESTIVAL and SOLANGE RODRIGEUS DOS SANTOS CORRÊA
[256-268]  [PDF]

This work presents the history of Accounting as a science, showing which are the directions required to meet the needs of its modifying agent: the human being. Given the current problems faced by society, it is necessary to know how the accounting science can help find solutions, by analyzing its history and seeing how it interacts with the assets of entities, either legal or individual entities. The research method was literature review, of the qualitative type, with the use of academic articles, books, and journals. During the study, one realizes that accounting needs to evolve to meet the needs created by human actions that change its subject: the assets. In addition, this work presents the means created by this science to demonstrate the social consequences that the entity’s activities generate for the community in which it operates, informing users that this organization brings benefits for social welfare.

INFORMATIONAL INEFFICIENCY AND/OR THE VALUE OF LIQUIDITY? A study on the influence of market makers in Brazil
Pablo Rogers and Samuel de Paiva Naves Mamede
[269-280]  [PDF]

We analyzed the influence of hiring market makers on Brazilian stocks. Two event studies were applied: i) based on the hiring date of the market makers as disclosed on the investor relations site of each company, and ii) based on the date the market makers started performing their duties, as disclosed on the BM&FBovespa site. These studies were used to find patterns in the abnormal returns of the companies that hired the market makers. Data was collected on 66 companies between January 2004 and December 2013. The results showed that: (i) positive abnormal returns existed before and after the event dates, which may have contradicted the efficient market hypothesis (EMH) in a semi-strong way, (ii) a liquidity premium exists in the Brazilian stock market, as shown by other studies on security pricing.

INTERNATIONAL COMPETITIVENESS OF BRAZILIAN COMPANIES: The much that can still be learned from Embraer
Ilan Avrichir
[281-289]  [PDF]

Several indicators show that the international competitiveness of Brazilian manufactured goods is low and diminishing. One national company, though, Embraer, a regional jet manufacturer, has been continually successful in the international competition. Many studies have suggested explanations for this, yet they tend to offer fragmented, restricted answers. This paper does an in depth case analysis of the Embraer´s trajectory and mantains sustains that two fundamental causes explain Embraer´s success. The first is continued investment in the development of advanced specialized production factors. The second is that once it achieved national notoriety and a character of national priority, Embraer become able to circumvent important barriers. The theoretical implication is that part of Michael Porte 1990´s international competitive theory shows itself more valid today than when first published. The managerial implication is that companies can become competitive internationally against several odds if they develop advanced, specialized production factors.

ANALYSIS OF APPROACHES TO CAPITAL STRUCTURE: A Literature Review
David Ferreira Lopes Santos and Juliana Borba de Moraes Farinelli
[290-304]  [PDF]

This study analyzes 124 papers published in major national and international journals in the Business Management field about capital structure over the last six years (2009-2014). The aims of this paper are to investigate the current stage of research and to identify new directions of study in a topic that is considered the most controversial in corporate finance. The main studies are concentrated in five journals that cover the greatest volume of research. Empirical analysis (with representative samples and long-time series) is a prominent tool, which makes regression analysis the prominent technique, while leaving space for analysis of developed markets. New horizons in this field are related to the use of the theory of real options and theoretical gaps existing in traditional perspectives of Pecking order, Trade off and Agency, focusing on the analysis of emerging markets or specificities that contribute to the expansion of theoretical applications.

THE INFLUENCE OF STUDENTS ATTACHMENT IN THE RECOMMENDATION OF A FEDERAL PUBLIC UNIVERSITY IN BRAZIL
Gustavo da Rosa Borges and Simone Portella Teixeira de Mello
[305-312]  [PDF]

The attachment and the recommendation of the brand are subjects explored in marketing. However, only few studies aimed to measure this connexion, especially in the educational context. This paper, attempting to supply the deficiency, analyzes the influence of attachment to a public higher education institution in its recommendation by the students. Therefore, we carried out a descriptive and quantitative survey with the participation of 87 students at a public university in southern Brazil between January and April 2014. The data were tabulated and treated via structural equation, and the resulting modeling revealed a strong influence of emotional attachment in the recommendation. In this case, the conclusion is that the emotional attachment is a strong component to generate the recommendation, even in federal public IES.

MANAGEMENT IN HEALTH MULTIMEDIA / NURSING PRODUCTIONS
Adriana Crespo, Annibal Scavarda, Patricia Passos, Maria Jaqueline Elicher and Luiz Carlos Santiago
[313-320]  [PDF]

The technological development in the Nursing area faces critics and reflexive discussions about its application in concern to the patients' needs and the humanization maintenance. Several resources offered by the information technology help the nurses in their job, developing in the professional the ability to produce and use the multimedia image resources. Identify the diversity of information technology production and multimedia by nurses in their place of work. Integrated revision of literature, with quantitative approach and descriptive manner. The data gathering contemplated databases of Health Virtual International Literature, obtaining 27 articles published in the last five years. The articles analysis presented several health issues, and the criterion for multimedia formulation were detailed e can serve as example for professionals who intend to make a multimedia piece

THE STUDENTS’ EVASION AND PERCEPTION AS IMPACT FACTORS OF THE SÃO PAULO’S STATE ECONOMY
Cristina Corrêa de Oliveira, Nélio Fernando dos Reis and Jair Minoro Abe
[321-329]  [PDF]

Forecasts suggest a decrease in Brazilian Gross Domestic Product (GDP) for the second quarter compared to the first quarter of 2014; studies indicate the shortage of manpower in Information Technology (IT). The objective was to conduct an exploratory quantitative study of the investment, cost and economic impact on GDP in the IT industry by the evasion of IT technological higher education students in the state of São Paulo. This study used data collected by an instrument that evaluates the students' perception, institutional official data on student flows, data about the difficulty of a given subject and data on the impact of the scarcity of IT professionals. Results indicate high dropout rate, but within the range, with students presenting behavioral changes to follow the course; necessity of investment in education to increase the number of professionals, reducing the lack and possibly helping the GDP growth.

MOTIVATIONAL ASPECTS IN BLOOD DONATION: An Analysis under the Perspective of Marketing Theories
Adriana Gonçalves Menezes, Caissa Veloso e Sousa and Gustavo Rodrigues Cunha
[330-341]  [PDF]

The demand for blood donation in Brazil requires the Federal Government to increase to 3% in 2014 the current 2% of the population that has a habit of giving. This article focused on social marketing as a set of principles and technical support to the actions of promotion of blood donations. The quantitative analysis findings provided information about the attributes that shape the experiential and motivational aspects of behavior of individuals in terms of the accession process to the blood donation by regular donors and potential.

EVALUATIONS OF SATISFACTION, LEARNING AND IMPACT ON A HEALTH CARE TRAINING PROGRAM
Patricia Tavares dos Santos, Vera Lucia Mira, Eloá Otrenti, Melissa Messias and Gabriela Zinn
[342-348]  [PDF]

This study analyzed “Training in Introduction to the Family Health Strategy,” through evaluations of participant satisfaction, learning, impact and verification of the existence of relationships between the variables of the evaluations. Correlational, quantitative study which analyzed 291 trainee evaluations of the training. Instructors and trainees divided into groups A and B responded to the evaluations. The participants presented good satisfaction scores. There were differences in learning between pre- and post-training (p = 0.29), although the mean scores were low for both. There was no difference in impact between groups A and B (p = 0.52). Association was found between satisfaction and impact (p = 0.023). The instruments for evaluation of satisfaction and impact are reliable. The participants were satisfied with the training, which increased their knowledge for use in professional practice.

EDUCATION SUSTAINABILITY ASSESSMENT OF A HEI LOCATED IN THE BRAZILIAN AMAZON
Jonimar Silva Souza, Angelina Maria de Oliveira Licório, Marcos Aurélio Borchardt, Osmar Siena and Gleimiria Batista da Costa
[349-360]  [PDF]

The discussion on sustainability has evolved from events such as the creation of Club of Rome in 1968, the Stockholm Conference in 1972 and others, reaching the Higher Education Institutions (HEIs). These institutions get significant proportion because of its educational role in society. Once understanding the important role of education for sustainability according to its multiplier effect on society, we sought to develop instruments to measure the sustainability of education level on HEIs. This study aims, using the methodology of AISHE software, evaluate the presence of sustainability of teaching in a HEI in the Brazilian Amazon. This is a qualitative, descriptive research that is characterized as the procedures as field study, documentary and observation, using the Audit Instrument for Sustainability in Higher Education (AISHE) designed specifically to evaluate and certify higher education institutions as the implementation of sustainability. So it’s concluded that the HEI has low presence of sustainability indices in teaching, not taking specific institutional policy, such as an internal management or institutional policy on sustainability in the various educational processes. What stands out in sustainability in the institution are developed in isolated activity forms.

INTERORGANIZATIONAL COOPERATION AND ITS MOTIVATORS: Multilevel Elements for the Formation of Networks Interorganizational
Marcos de Castro
[361-370]  [PDF]

This research is based in contributing to the field of knowledge of interorganizational relationships by understanding the motivators present in the formation of an cooperation network in the interior of the state of Paraná. The results show that the main reasons for the formation of interorganizational relationships were: i) improving relationships between the firms in the sector; ii) access to resources; iii) improving relationships with suppliers; and iv) improving the performance and competitiveness.

THE IMPORTANCE OF BUSINESS SIMULATION GAMES IN THE CONTEMPORARY ADMINISTRATOR PROFILE CONSTRUCTION
Arilson Hoffmann, Anderson Gheller Froellich, Sandro Benedito Sguarezi, Edinéia Souza Nunes and Ana Maria de Lima
[371-380]  [PDF]

The present study aimed to investigate the contribution of the discipline games of business administration course for the training of the required profile, correlating with the pointed out by National Survey - Profile, education, and job opportunities of administrator (CFA/FIA, 2011). Were applied 67 evaluation questionnaires to students enrolled in 7TH and 8TH semesters of the Course of Administration of the Universidade do Estado de Mato Grosso, in the first half of 2012. Was used the Likert scale to assign weight to each variable, being that students respondents were enrolled in the discipline of Corporate Simulation in two modalities: Industrial Simulation (SIND) and Commercial Simulation (SIMCO). The results reveal that the games business contribute to the construction of the profile required the administrator primarily in the integration and application of knowledge, development of logical thinking, leadership and interpersonal relationship, commitment, allowing systemic vision of the organization.

SCIENCE, TECHNOLOGY & INNOVATION: Learning Corporate Approaches for Education
Úrsula Gomes Rosa Maruyama and Marcelo Sampaio Dias Maciel
[381-397]  [PDF]

Innovation became a key factor for survival in business: whether for small entrepreneurs or large corporations. Before considering innovation as an important agent of transformation in scientific production and national technology one question was raised as core drive of this research: can innovation be learned? Thus, we intend to find out if one can learn to innovate and how it is generated in companies. This qualitative exploratory research was based on a multiple case study over the years 2012 and 2013 with five winning companies of relevant Brazilian awards in the innovation area. The results obtained by analyzing interviews concurrently with the respondents profile analysis and initial impressions of non-invasive data were based on the foundations of the innovation process, organizational culture and knowledge management.

SOCIAL BUSINESS AND THE SOCIAL ENTREPRENEUR IN PERSPECTIVE OF SOCIOLOGICAL ECONOMY
Analice Araujo Silva
[398-409]  [PDF]

This article makes a bibliographical research on the concepts and specific characteristics of social enterprise and social entrepreneur in the sociological economics literature to establish the main concepts and characteristics of these organizations and actors that has stood out in an incisive way in recent years. Setting limits and concepts will help to distinguish social entrepreneurship to provide social services and social activism, for example. What can be seen is that this type of social service strategy, often differ greatly from some hybrid models. Understand the modes of articulation of organizations and activities of social enterprises in the world today, it is necessary to make use of a theoretical bias that incorporates social aspects in their assessments and interpretations of economic relations, as if thinking of associative phenomena of the present is thinking about the bases of the foundations of solidarity and alliance in contemporary societies

OUTSOURCING AND INNOVATION IN THE PUBLIC SECTOR IN BRAZIL: A case study in UFMG
Eloísa Helena Rodrigues Guimarães, Elizabeth Gonçalves Bastos, Maria Celeste Reis Lobo e Vasconcelos and Aleixina Maria Lopes Andalécio
[410-421]  [PDF]

Outsourcing is a reality in organizations. In Brazil, it was strengthened from the 70s and it increased its coverage in the public sector in the 80s, due to the Managerial Reform of the State Apparatus. The Superintendence of Infrastructure and Maintenance of the Federal University of Minas Gerais (UFMG) has a substantial number of outsourced services. Considering the actions of outsourcing personnel in this department, the present study aims to verify whether the outsourcing of services contributes to the organizational innovation at the University. Besides documental research, data collected from four types of semi-structured questionnaires were used as assessment tools. The research findings points out the creation of new innovative ideas by outsourcing personnel and the implementation of these ideas by the Superintendence, as well as the participation of the outsourcing personnel in the innovative actions demonstrating that they have contributed to the organizational innovation of UFMG.

DISCRIMINANT FACTORS OF MORTALITY VERSUS SURVIVAL OF MICRO AND SMALL COMPANIES
Kellerman Augusto Lemes Godarth, Edison Luis Leismann Adriana Picagevicz Melk, Claudio Mioranza and Claudio Antonio Rojo
[422-432]  [PDF]

This article intends to delimitate, of theoretical and empirical way, through bibliographical research, some factors that can discriminate two groups of companies, which are the survivors and the closed ones. It starts with the initial hypotheses that are discriminant factors to the competitiveness, the leadership profile, the tools for decision-making, and the literacy of the manager. In this way, presents as objective to identify the discriminating factors to the survival or mortality of the micro and small companies. Another result worthy the research is that, knowing the causes of mortality of the SMEs, the new entrepreneurs can be stimulated to avoid it, through campaigns, trainings and information in general. Related to regional development, it becomes useful for establishing of stimulation strategies to its own regional development, because once aware of the factors that cause the SMEs survival, such strategies can be established.

EVALUATING THE SERVICE QUALITY OF INFORMATION TECHNOLOGY: The perspective of users and service providers from a Brazilian University
Théo Augustus Luz, Clarissa Carneiro Mussi , Wlamir Xavier and Gabriela Gonçalves Silveira Fiates
[433-449]  [PDF]

The aim of this study is to evaluate the quality of information technology services (IT) of a higher education institution under the optics of users and service providers. Methodologically, the research is characterized by a quantitative approach, using case study and survey strategies. The research instrument is based on the SERVPERF evaluation model based on SERVQUAL, applied to users and IT service providers. Data analysis is performed through factor analysis and parametric tests. Among the main conclusions, the correspondence between the provided services and the staff´s needs is identified to a greater extent and, to a lesser degree, to the needs of students. The staff of the analyzed institution, as well as the IT service providers showed to be rather aligned regarding the perception of service quality. The gap between perceptions is greater when it comes to students and IT service providers. In addition, the factor analysisdid not confirm the five dimensions of the theoretical model in the observed population.

ECO DESIGN AND THE BOTTLED MINERAL WATER CONSUMPTION: A Study on the Acceptance of Crystal Brand
Cintia Loos Pinto, Kelly Carvalho Vieira , Alexandre José Pereira de Souza Vaz, Denise Gabriela Rodrigues and Daniel Carvalho de Rezende
[450-460]  [PDF]

In the context of unsustainable practices and commercial technologies, the role of business has been to introduce new production processes and new products that can act positively in reducing the negative impact generated by the economy. A company that invests in sustainable products through EcoDesign is Coca-Cola, which offers the Crystal mineral water brand. Thus, the aim of this study is to identify whether bottled water consumers were attracted to the sustainability appeal proposed by this brand. The study surveyed 257 consumers in Minas Gerais (Brazil), and the data showed the presence of three groups. Cluster 3, composed predominantly of women, included individuals who were more willing to purchase the product, unlike cluster 1, composed mainly of men, who were not as willing. Cluster 2, also composed mainly of women, were indifferent to EcoDesign. Since two thirds of the sample studied was not willing to purchase an environmentally friendly product, it can be inferred that there is an awareness gap among Brazilian consumers regarding sustainable consumption.

KNOWLEDGE INTENSIVE BUSINESS SERVICES (KIBS): A Decade of Development to Innovation
RONNIE FIGUEIREDO, JOÃO FERREIRA, CARLA MARQUES and JULIO VIEIRA
[461-470]  [PDF]

Researchers took interest in analyzing KIBS, Knowledge Intensive Business Services because of the importance of its role in the development of the new economy of knowledge and of innovation. KIBS had its origin in the United States and Europe, where it gained visibility in the world economy. The objective of this article is to review the literature about KIBS since its origin to the present day, considering a period from 2000-2014 from the application of the bibliometric method used in the indexed databases SCOPUS, SCIELO, and ISI WEB OF KNOWLEDGE. As a result, we noticed that over the 15 years of evolution, the topic of KIBS has been seen in higher concentration in the analysis of characteristics and roles for innovation and can be interpreted in different ways and types of study. It is understood that there is an evolution of the theme in the literature and its relevance to innovation, becoming a part of the new economy based on intensive knowledge.

DESCRIPTION OF A COSMETIC CONSULTANT’S NETWORK THROUGH DIRECT SELLING IN RETAIL FROM THE PERSPECTIVE OF SOCIAL NETWORK ANALYSIS
Mark Pessoa Tunu, Milton Carlos Farina and Antonio Sergio da Silva
[471-480]  [PDF]

The direct selling segment in retail has expressed significant growth in several countries, including Brazil, from the first decade of XXI century. The aim of this study was to describe the characteristics of a cosmetics consultant’s network through direct selling in retail in the city of São Paulo. It was applied a questionnaire to her customers to describe the centrality measures: betweenness, closeness, degree, as well density, which characterizes her social network. The results, through Social Network Analysis, revealed that the consultant has the highest centrality measures, which implies the greatest control and information flow (betweenness), the greatest access to resources (closeness) and the greatest prestige and popularity (degree). Furthermore, the consultant expressed the highest occurrence, i.e., 13.79% of all possible network relationships (density).

ANAGEMENT SKILLS: A case study in the Department of Management and Planning Government of Goiás.
Almerio Freitas Prado Junior, Daniete Fernandes Rocha, Roseli Vieira Pires and Vitoria Augusta Braga de Souza
[481-509]  [PDF]

The objective of the research is to analyze the managerial competencies presented by public servants approved by the Meritocracy process adopted and implemented by the Department of Management and Planning -. SEGPLAN, the Goiás state government For this we used a search divided in three stages being : the first documentary and bibliographic research, seeking to learn about the management model as well as the Human Resources Management policies, the second the questionnaire to identify existing managerial skills, and the third stage, we applied an interview in order to obtain more information on the criteria adopted by the committee members who carried out the technical interview with the successful candidates. The survey results showed consonance between the perception of approved and expected skills, as seen in the three stages of the selection process managers and area of authors of manuscripts used in this research.

PROJECT MANAGEMENT OFFICE IN NONPROFIT FIRMS: An Application in NGO Instituto Terra in Brazil
Adonai José Lacruz
[510-523]  [PDF]

The article presents a technical report on the implementation of a project management office in the NGO Institute Terra, Brazil. The research methodology used in the investigation development was ex post facto, as it reports a situation already underway through technical report, presented are phases and framework of project management developed by Institute Terra as well as the functions take on by it project management office. At last, analyzing the number of projects under execution and the global budget of the institution before (2008) and after (2013) the implementation of the project management office it made it possible to identify evidences that the project management office has contributed to the leverage taken place in both of these perspectives.

BENCHMARKING AND BUSINESS PROCESSES
José Iesca Rodrigues, Claudemir Gimenez and Sidney Proetti
[524-530]  [PDF]

The following article aims to show, in some situations, how to use benchmarking to improve or create working processes and several assumptions that administrators consider to develop working processes in their companies. Benchmarking signifies the use of a standard as a reference. Companies use benchmarking to seek for better existing practices and to improve their processes or services. The intensification of competition between companies, the world market and the competition between foreign products makes it imperative for an organization to maintain awareness for the appearance and utilization of new concepts and technologies, as well as new manners of producing their products or services which create a competitive advantage in their market. An organization is generally formed by a set of processes, where the efficiency of each individual aspect will affect the efficiency as a whole. The more streamlined and beneficial each process is, the larger the contribution will be for the success of the product or service, and consequentially, the company. The administrator should be prepared for changes and aware of emerging technologies, which appear daily. The administrator should also be aware not to underestimate important factors due to a lack of knowledge or for not thinking about modernization and the constant improvement of processes in the organization.

DOES THE DOG OF THE DOW STRATEGY OUTPERFOM THE MARKET IN LATIN AMERICA?
Andre Carvalhal and Ana Meireles
[531-542]  [PDF]

This study analyzes the performance of the Dogs of Dow (DoD) investment strategy in Latin American stock markets from 1995 to 2011 and determines if the performance varies on growth and recession periods. The following countries were analyzed: Argentina, Brazil, Chile, Colombia, Mexico and Peru. Our findings suggest that the DoD outperforms the market, on an absolute and on a risk-adjusted basis, in all Latin American countries except Mexico. The results are significant in both statistical and economic terms. In general, the performance of DoD in different sub-periods is in line with the overall period, indicating that the DoD has a superior performance in both growth and recession periods.

DECISION MAKING PROCESS IN A RELIGIOUS EDUCATIONAL INSTITUTION: A Study in the Marista Province of the Rio Grande do Sul
Rogério Anele, Patrícia Martins Fagundes Cabral and Luciane Wolff
[543-551]  [PDF]

Educational Institutions associated with religious congregations have a significant participation in the Brazilian education market. However these Institutions are facing high competitiveness and, to improve results, choose to professionalize its management. However, these organizations are growing, but new religious with management vocation is not meeting their needs. Thus, the presence of lay executive managers is increasing in these senior positions. Therefore, there is a challenge in integrating knowledge among religious and lay managers, especially in decision-making processes. Thus, the objective of this research was to understand the governance decision-making process. Data were collected through interviews with senior managers in the Rede Marista, in Brazil. The results show the need for mutual learning, in which the prevailing mental models in both groups can be dialogically rethought and be collectively constructed so that the decisions do not become only quickly, premature and unsustainable, nor slowly discerned to become ineffective in their response time.

THE INFLUENCE OF TECHNOLOGY IN THE CARE CONDUCTED BY THE NURSING TEAM
Mariana Ferreira Caldas, Annibal Scavarda and Fang Zhao
[552-558]  [PDF]

The technology is presented in everyday life and in our health sector as well. This study aims to analyze the impact of hard technology in service provided by the nursing team to hospitalized adult patients. The methodology was an exploratory qualitative research in integrative review model from literature with scientific productions indexed in electronic databases: SCIELO, Medline, Lilacs and BDENF. The 15 articles were arranged in a frame and then analyzed. The content of the thematic analysis emerged three categories: the advantages, disadvantages and the technology-health care professional interface. It was concluded that the hard technology must not be the focus of the service performed, but the interface between it and the healthcare professional. Larger the area of the team on the machine is, better the offered service is. And that knowledge is supported in time and quality of training offered to these professionals as well.

ORGANIZATIONAL CULTURE AND SEXUAL DIVERSITY: A Case Study on a Large Scale Company in Recife (PE)
Augusto José Paz de Carvalho, Alba Veronica Paz de Carvalho and Maria Auxiliadora Diniz de Sá
[559-573]  [PDF]

In a globalised market, even more competitive and dynamic, organizations have searched for actions in order to remain and to develop themselves, therefore, among other actions, it is necessary to establish organizational culture that is favorable to the management of sexual diversity, represented here by the GLBT community, that includes gays, lesbians, bisexuals and transgenders (travestite and transexual), and to the interaction of that group with others in the working environment in order to contribute to a better acceptance, less discrimination and the understanding that all of them are professionals, once the required profile by the company is catered. This paper aims to investigate the way the organizational culture influences the management of sexual diversity in a large-scale company from Recife/PE. The qualitative method was adopted to make the research, as well the unique case study approach. The data collection was carried out through interviews, non participants direct observations and documental collection. The data was studied according to the content analysis approach by Bardin (2011). From the result found, it has been concluded that the aspects of organizational culture, represented here by the organizational policy, underpins a favorable environment to the management of sexual diversity, concerning the GLBT group that works at the company studied, according to the perception of managers and employees that belong to the GLBT group.

MULTIMEDIA RESOURCE USE IN HIGHER EDUCATION: Ally or Villain?
Margarete de Fátima Marcon, Maria José Carvalho de Souza and omingues Larissa Kvitko
[574-587]  [PDF]

In the academic context, the proper use of multimedia presentations (slidewares), with image, sound and animations, as teaching supporting tools, dates from the early development time of such means. However, a wide range of research has been conducted in recent years to verify the efficiency and effectiveness of their use. The slides can be an effective tool in visualization and explanation of any content. On the basis of documents, this study aims to verify the use of slides as didactic classroom facilitators, demonstrating the correct use of text in slides, the use of images and videos in presentations, the use of charts and tables, the use of animations and frame transitions and the use of teaching resources. The research is classified as quantitative and descriptive. Data collection occurred from a documental study on the VLE (Virtual Learning Environment) system. Presentation documents (Powerpoint) produced by professors from the degree course in Business Administration in a HEI in Paraná were used as samples. The relevance of this research is supported by the importance of those teaching tools and the frequency in which they are used in classroom nowadays. Moreover, it is distinguished by its documental methodological approach. In this sense, it is clear that professors lack training on the teaching use of PowerPoint.

A NEW PROCESS OF COMPETITIVE STRATEGY FORMULATION AND ITS APPLICATION TO A HOSPITAL
Amando Ganem Monte Alto, José Celso Contador, Ademir Antonio Ferreira and José Luiz Contador
[588-604]  [PDF]

This article reports the methodology, based on the Fields and Weapons of the Competition model (CAC), which was used to investigate the factors that determine the competitiveness of five major hospitals in the city of São Paulo and also to formulate a competitive strategy for Hospital Nossa Senhora de Lourdes ( HNSL). In this model, the competitive strategy of the business is represented by the fields of the competition, such as price and product quality, and the operational competitive strategy, by the weapons of the competition, found in the activities performed or the resources managed by a group of employees with homogeneous functions. The CAC model, which is analog, symbolic, qualitative and quantitative (it uses mathematical variables) generated a methodology that proposed strategies that increased the competitiveness of HNSL. The scientific contribution of this paper is to present an innovative quantitative methodology for the analysis of the sector’s competitiveness and to formulate the competitive strategy for a hospital.

THE MEANINGS OF WORK FOR THE YOUNG OF THE NEW BRAZILIAN AVERAGE CLASS
Luciano Henrique Trindade and Maria Jose Tonelli
[605-615]  [PDF]

The results of this study brings light on the meanings of work for the young people belonging to the new Brazilian average class, which emerged from the basis of the pyramids with the social and economical Brazilian advances. From the filed research performed with 60 participants in focal groups, we argued that the young people of the new average class make a new working class with characteristics very distinct from what the literature has said currently on the “homogeneous Y generation”. For the young people belonging to the new Brazilian average class, work is central and with interest in traditional career; he does not guide himself for consumption and has little affinity with technology.

MARKETING AND SUSTAINABILITY ACADEMIC PRODUCTION IN BRAZIL: An analysis in leading management journals during the period of 1994-2012.
Sérgio Luiz do Amaral Moretti and Geraldo Luciano Toledo
[616-630]  [PDF]

The convergence between Marketing and Sustainability is little studied in Brazil. The objective of this research is to evaluate the construction of scientific knowledge in these areas. Analyzed were 471 articles published in 39 journals classified as A2, B1 and B2 Qualis in the field of Management, Accounting and Tourism, version 2013, for the period 1994-2012. The results, by means of bibliometric and network analysis, revealed that the field is steady, without significant progress, looking to highlight the reproduction of ideas. References complied with the parameters proposed by Lotka's Law and emphasized the influence of the largest universities in the formation of institutional networks. Two vectors with different conceptual bases, Marketing and Sustainability, divide the field, suggesting, for now, little interdisciplinarity. Organized groups were not found in the networks of authors, although a multidisciplinary approach to the subject gives rise to the production of knowledge in different research fields.

INNOVATION AND STRATEGIC ALLIANCE: A Bibliographical Study Based on Scopus® Database
ANA PAULA SILVA DOS SANTOS, CRISTINA KEIKO YAMAGUCHI and MELISSA WATANABE
[631-644]  [PDF]

This research aimed to evaluate the reasons that caused the reduction in number of publications concerning the keyword innovation through strategic alliances. The methodological procedures are characterized as explanatory. From the literature search in the Scopus® platform was set up a study based on secondary data of the past 20 years, which covers the period 1993 to 2013. Data collections were done on documentary data and data analysis with a qualitative approach. Finally, it was concluded that the reduction in number of research is due to the diversification of similar terms, but with some differences in application as cooperatives, networks, cooperation, local productive arrangement, supply chains and value chains.

ORGANIZATIONAL ROUTINES: An Analytical Argument Regarding the Structurationist Perspective of Strategy as Practice
Marcio Luiz Marietto, Fernando Antônio Ribeiro Serra, Cida Sanches and Manuel Meireles
[645-656]  [PDF]

In Business Strategy, Organizational Routines are studied prevalently in the Economic strand of performance analysis in times of organizational change. However, many fundamental social elements that are embedded in the phenomenon, even those explaining performance results from an Economy perspective, seem to escape the empirical debate. Thus, these theoretical essays show another analytical perspective of the phenomenon based on the Structurationist assumption of Strategy as Practice. Therefore, it is expected that they will help to expand the analytical lens concerning Organizational Routines of any size of company, demonstrating the interrelation between sociological elements and suggesting other aspects for future research.

ANALYSIS OF QUALITY MANAGEMENT SYSTEMS USING STATISTICAL TOOLS
Rosley Anholon, Olívio Novaski, Jefferson de Souza Pinto and Dirceu da Silva
[657-667]  [PDF]

The main objective of this paper is to analyze thirteen topics based on the literature associated to Quality Management System (QMS), identifying managerial gaps between the real and ideal situation in twelve enterprises. This has been accomplished conducting cases studies and interviews with their quality managers. Data were collected through a questionnaire validated by Cronbach's Alpha and analyzed through Multidimensional Scaling, Cluster Analysis, means and standard deviations. The results showed two distinct company groups, one of them composed by enterprises 1, 6, 10 and 11 presented better results compared to the group composed by enterprises 2, 3, 4, 5, 7, 8, 9 and 12. Among the thirteen questions initially proposed, three were excluded by the statistical techniques used, resulting in ten valid questions. The analysis of the valid questions showed that there are still many managerial gaps to be worked within the QMS by the companies in relation to the ideal situation considered. As a limitation of this study, the authors of this article mention that the research was conducted in a sample of companies selected for convenience, and therefore a larger sample or sector may be used in the future.

A BIBLIOMETRIC STUDY OF SCIENTIFIC PRODUCTION ON EDUCATION IN ADMINISTRATION
Beatriz Lucia Salvador Bizotto, Doctor Pelayo Munhoz Olea and Doctor Cristine Hermann Nodari
[668-676]  [PDF]

This article presents results of a survey that aimed to analyze the academic scientific production on education in administration using Bibliometria approach. The units of analysis of the study consisted of articles published in journals and educational and research journals in Brazil. Existing digital libraries in the country took part in this survey, as these are an important source of research for mapping the Brazilian science. 86 papers, books, reviews, doctoral theses, dissertations, in the period of 1995 to 2014 were analyzed; was reached after surveying the universe from the bank of articles in national journals- RAC, RAE, RAP AND RAUSP, CAPES, academic Scielo, Google scholar. The bibliometric study suggests that there is a remarkable growth in the academic scientific literature on education in Brazil, present in the Brazilian digital library from 2004.

THE BRAZILIAN RESEARCH ABOUT THE MANAGEMENT OF PRIVATE INSTITUTIONS OF HIGHER EDUCATION
Jardelino Menegat, Dirléia Fanfa Sarmento and Mauro Meirelles
[677-690]  [PDF]

This article presents the outcomes of a systematic study having in mind the charting of dissertations and theses brought forth within post graduation programs focusing the management of Private Institutions of Higher Education located in Brazil. Through a consultation for advice at the Bank of Theses of the CAPES (Higher Education Personnel Training Coordination) we were enabled to identify 234 dissertations and 25 Theses defended from 1993 to 2912. We verified that the management of private institutions of higher education within the areas of Education, Administration, Psychology, Production Engineering, among others, had been investigated. Starting from the Analysis of Contents, we could categorize the thematic apperception derived from the abstracts of the dissertations into thematic main points. The outcomes indicate a concentration of studies within the thematic pivotal question named Patterns and Tools of management, aimed at the consolidation of the institutional mission and objectives.

COMPETENCES FOR INNOVATION IN ELECTROMEDICAL EQUIPMENT: A Brazilian Perspective
Alexandre Barbosa Marques, Adelaide Maria Antunes, Flávia Chaves Alves and José Maldonado
[691-703]  [PDF]

The aim of this proposed method for mapping the competencies for innovation required by Brazilian manufacturers of electromedical equipment is to help revert these companies’ and Brazil’s relative competitive disadvantage in the global medical, dental, hospital and laboratory equipment market. This industry has a growing structural trade deficit, which has a major impact on the country’s future health policies. A critical analysis was conducted of a study by Alves (2005) in the light of the specific features of the business environment in which electromedical equipment manufacturers operate, which were identified through a literature review. As a result, a new list of basic competencies adapted particularly to these target companies’ needs was formulated.

INTRAPRENEURIAL COMPETENCE OF THE PUBLIC SERVANTS OF IBGE AND IFSC FROM THE PERSPECTIVE OF THEIR MANAGERS
Roberto Kern Gomes, Deizi Paula Giusti Consoni and Édis Mafra Lapolli
[704-712]  [PDF]

The view that common sense has of the Public Administration is very critical in regards to its inefficiency, bureaucratic aspects and unmotivated agents. Thus, the current profile of the public servant is seen in a very stereotypical way, averse to entrepreneurship, risks and change. With this background, this article aims to answer the following research question: how is the intrapreneurial competence present in public servants? To answer this question, a qualitative and bibliographical research was conducted, complemented by a case study in two institutions of the Brazilian federal government, which included interviews with three managers from each agency. As main results, it was found that the institutions have intrapreneurs servants, who seek to assume roles and challenges, that take risks and are innovative. There are also those inert agents that are entitled to the stereotypical profile of public servant. However, contrary to what is inferred a priori, the entrepreneurial competence is present in newcomers just as it is in veterans, as well as the stereotypical profile is also present in the two strata. Finally, it was concluded that the presence of intrapreneurial competence in public servants can result in improved citizen service, with fewer costs and more efficiency.

PROPOSITION OF A MARKETING METRIC TO MEASURE THE CUSTOMER'S SATISFACTION
Roni Antonio Garcia da Silva and Antonio Costa Gomes Filho
[713-720]  [PDF]

The Marketing has always been very criticized by being measured, many times, for subjective results, and that does not match to a more and more logical and rational world. The purpose of this article is to describe and to propose marketing metric to measure the level of the customers' satisfaction. To do so, an exploratory research was accomplished in national and international newspapers and in papers published in events. There is a reduced number of articles on the theme written of individual form. It was verified that the theme approached is little studied, based on the researched bibliography, it was found only five documents describing the metric now used. The metric Net Promoter Score (NPS) was listed as the most appropriate to measure the customer's satisfaction. It was evident still, the need of development of more researches with the objective to verify the application of other marketing metrics, in function of the importance of the theme for the decision-making by entrepreneurs, administrators and investors.

ASSET SELECTION IN SOCIALLY RESPONSIBLE BRAZILIAN STOCK FUNDS
Luiza D. Martins, Celso F. Lemme and Ricardo P. C. Leal
[721-730]  [PDF]

The Brazilian mutual fund industry is the fifth largest in the world. We produced a questionnaire based on well-known international methodologies to evaluate the asset selection practices of Brazilian SRI stock funds. We also compare industry allocations among funds and local stock indices. There were nine active Brazilian SRI stock funds by the end of 2011. There are more than 400 independent asset managers in Brazil but none managed a SRI fund. Asset managers employed by large financial conglomerates with vast retail clienteles manage them, suggesting that SRI funds may be part of an institutional image strategy. Brazilian SRI stock funds lack asset selection sophistication and need to improve the disclosure of their practices. SRI fund managers possibly make up for their poorer practices by informally indexing because their industry allocation is remarkably similar to a corporate sustainability stock index and across funds.

ASSOCIATION BETWEEN NURSING WORKLOAD AND THE PATIENT PROGNOSIS IN INTENSE CARE UNIT
Lúcia Marinilza Beccaria, Ligia Márcia Contrin, Claudia Bernardi Cesarino, Daniele Cristiny da Silva, Ana Paula Antoniassi da Silva and Alexandre Lins Werneck
[731-738]  [PDF]

This is a prospective, cross-sectional descriptive study using a quantitative approach. The study was conducted at two general ICUs of a Teaching Hospital, which attend patients from both the Unified Health System and the Supplementary Health Services. The aims of the present study are to identify the patents’ prognosis using SAPS III and to verify the nursing staff workload through NAS relating all data gathered. Data were collected using the medical charts inserted into the Epimed Solution System from August to September 2013. NAS allowed us to assess the nursing staff workload, demonstrating an inadequate personnel downsizing in both ICUs. SAPS III is important in predicting the mortality of critically ill patients. These tools support the ICU nurse in the patient-care planning. Tools showed lower nursing workload in relation to patients with poor prognosis, who showed high SAPS III and death. NAS demonstrated to be inversely proportional to SAPS III.

THE PROFILE OF ACADEMIC RESEARCH IN TECHNOLOGY SUPPLY
Maxwel de Azevedo-Ferreira, Gustavo da Silva Motta and Rogério Hermida Quintella
[739-750]  [PDF]

The aim of this article is to analyze the profile of academic research regarding the supply of technology. Among the many aspects, this involves identifying the demands for technology to ascertain the alignment of these demands with the development of technologies to solve problems in the market. In this context, the present scientometric analysis involved the following procedures: (1) definition of the most suitable terms for extraction of data from articles related to the theme of interest; (2) search for and extraction of relevant information from the databases used; (3) clean-up and organization of the names of the authors, institutions and countries; and (4) analysis of the final data. The main results show that the theme is of global interest and is present in a wide range of areas, such as medicine and engineering, and that interest has been growing in recent years with the entry of new authors. On the other hand, the area is still immature, since the relationship network among authors is weak.

THE INFLUENCE OF TEACHERS WITH NON-ACADEMIC EXPERIENCE ON ENTREPRENEURIAL INTENT STUDENT ADMINISTRATION
Luiz Stephany Filho, Vitória Maria Serafim da Silva, Cynara Barros de Moraes, Felipe Kaiser Fernandes and Jorge Luis Cuellar Morales
[751-760]  [PDF]

The intention to entrepreneurially of individual can be influenced by several factors, many of them found during the process of teaching and learning. We highlights the role of the teacher who often ends up becoming a performance model for students. Thus, this study aims to examine the influence of teachers - with professional experience outside teaching profession - with on the entrepreneurial intention the students of administration. It was based on a quantitative approach and descriptive on its means. In order to investigate the influence on entrepreneurial intention, 512 questionnaires between Brazilian and Peruvian undergratuated students were applied and the data were compared with the technical analysis of multivariate data: Analysis and Factorial Analysis of Variance. The results obtained in this study show that teachers with professional experience outside university teaching positively influence their students to open their own businesses, it also reveals that there are no differences between male and female students as regards the influence of these teachers to act entrepreneurially. .

CONTRIBUTIONS OF COMMUNICATIVE OF RATIONALITY FOR THE BRAZILIAN PUBLIC GOVERNANCE
Odemir Vieira Baêta, José Roberto Pereira and Carla Beatriz Marques Rocha e Mucci
[761-769]  [PDF]

The aim this theoretical article aimed to present and discuss public administration, complexity in relation to the Brazilian reality. Introduce public governance as an opportunity to involve civil society in public affairs, posing as the central argument of the work of the theory of communicative rationality of Habermas and its interface with the public governance. Observed a convergence of positions of studies with the assumptions of the theory of Habermas that local governments in the probability of the development of social control and governance model is greater. It can be inferred that the state and local levels offer better facilities and opportunities for the participation of civil society. The power of management decision must go through a process of change through a power of communicative action, allowing the creation of a better decision space-qualified in the relations between state, society and the market, ensuring discussion issues with the participation of all involved.