Suma de Negocios

Innovation in services: state of the art and future perspectives

Resumo Apesar dos importantes avanços na pesquisa em inovação em serviços, essa área ainda tem desafios a serem superados. Nesse sentido, o objetivo deste artigo é analisar o estado da arte em inovação em serviços e apontar algumas possibilidades de pesquisas futuras. O método utilizado foi uma revisão bibliográfica. Os resultados indicam que há uma transição ocorrendo da temática, cujos pesquisadores não estão mais buscando explicar o que é inovação atrelada a uma escola de pensamento da disciplina, mas tentando explicar como o fenômeno ocorre. Além disso, observase que a tendência de pesquisa nessa área é o estudo da inovação em serviços e a sua interligação com outras áreas.

Abstract Despite significant advances in research on innovation in services, there are still major challenges in this area. The purpose of this article is to analyse the state-of the art on innovation in services, and point out some future possibilities. The method used was a bibliographic review. The results indicate that there is a transition taking place, where researchers are no longer trying to explain what innovation is (linked to a school of thought of the subject), but trying to explain how it occurs. Moreover, it is observed that the research trend is the study on innovation in services interconnected with other areas.

Influence of the Smartphone on learning and teaching processes

Resumen «Los procesos de aprendizaje están totalmente influenciados por el uso intensivo de las tecnologías» (Rush, 2011), por lo cual es importante indagar cuál es la influencia del Smart-phone en la dinamización de las estrategias pedagógicas de enseñanza y aprendizaje. Se aborda un estudio fenomenológico para conocer los fenómenos que se suscitan alrededor del uso del celular, que se asume como un dispositivo de diseño tecno-pedagógico y a la vez puede representar una fuente de distracción. En este trabajo se analizan investigaciones previas sobre las incidencias académicas y personales del uso del Smartphone en la universidad. Como resultado se obtuvo un conjunto de condiciones de análisis sobre sus ventajas y desventajas en los procesos de aprendizaje, orientadas a la obtención de mejores resultados de interacción pedagógica y aprendizaje significativo.

Abstract “The learning processes are totally influenced by the intensive use of technologies” (Rush, 2011). Therefore, it is important to determine the influence of Smartphone in the dynamisation of teaching and learning strategies. A phenomenological study is used to know more about the phenomena that arise from the use of mobile phones, which is assumed as a device of techno-pedagogical design, but which can also represent a source of distraction. In this review, an analysis is made of the previous reports associated with the academic and personal incidences of the use of the Smartphone by students in the university. A set of analysis conditions were gathered, including advantages and disadvantages of the use of these devices in the learning processes, which seek to achieve better results related to the pedagogic interaction and meaningful learning.

Theoretical-conceptual aspects of organisational change in the Colombia coffee industry

Resumen La transformación del sector cafetero se puede analizar bajo la óptica del cambio en los campos organizacionales que permite señalar y anticipar fallas que generen desestabilización. El presente artículo analiza la forma como se desarrolla el cambio en los campos organizacionales a partir del emprendimiento institucional en el caso de la industria cafetera colombiana desde una perspectiva teórico-conceptual. En ese sentido, se realiza una revisión de literatura académica en 4 niveles: campo organizacional, cambio organizacional en campos organizacionales, emprendimiento institucional, cambio organizacional a partir del emprendimiento institucional. Se encuentra una fuerte relación entre varios de los elementos señalados en la literatura que describen el cambio organizacional a partir del emprendimiento institucional y el cambio en el sector cafetero colombiano.

Abstract The transformation of the coffee sector can be analyzed under the perspective of change in organizational fields that enables failures that generate destabilization to be signalled and anticipated. This article analyses the way how change is developed in the organizational fields by institutional entrepreneurship in the case of the Colombian coffee industry from a theoretical-conceptual perspective. To do this, a review was carried out on the academic literature at four levels: organizational field, organizational change in organizational fields, institutional entrepreneurship, organizational change from institutional entrepreneurship. A strong relationship is found between several of the elements pointed out in the literature that describe organizational change from institutional entrepreneurship and the change in the Colombian coffee sector.

Odebrecht entrepreneurial technology as organizational project philosophy - a case study in Braskem S.A.

Resumo Este estudo analisa a aplicação da tecnologia empresarial Odebrecht (TEO) na Braskem S.A, de acordo com os critérios do modelo estrela de Jay Galbraith, apresentando como os conceitos e princípios da TEO se relacionam aos critérios do projeto organizacional de uma empresa do grupo Odebrecht. A escassez de estudos que abordam a TEO enquanto modelo para a arquitetura organizacional é o problema central que motivou esta pesquisa, que se justifica pelas dificuldades enfrentadas por organizações no Brasil, além da relevância da TEO no ambiente empresarial brasileiro. O trabalho foi desenvolvido utilizando como base a técnica de análise de conteúdo, proposta por Lawrence Bardin para analisar uma série de entrevistas realizadas na Braskem S.A., verificando a coerência entre a teoria e a prática organizacional. A partir dos resultados obtidos, foi possível elaborar um diagrama que incorpora a TEO ao modelo de Galbraith. O desfecho do estudo propõe uma maneira de a TEO ser utilizada no projeto de uma organização, de acordo com a proposta de Galbraith. Assim, foi possível concluir que a TEO pode ser utilizada para orientar o projeto de novas organizações ou o redesenho das existentes tanto no Brasil, quanto no mundo.

Abstract This study analyses the application of the Odebrecht entrepreneurial technology (TEO) in Braskem SA, according to the criteria of Star Model of Galbraith. It aims are to show how the concepts and principles of TEO are applied in the organizational design of an Odebrecht group company. The few studies that deal with TEO as a model for the organizational architecture is the main reason for presenting this study, which is justified by the difficulties faced by organizations in Brazil and the relevance of TEO in the Brazilian business environment. The work makes use of the Bardin technique to analyse a series of interviews in Braskem SA, checking the consistency between theory and organizational practice. As a result, a diagram is drawn up that embodies the TEO to Galbraith model. The outcome of the study proposes a way for TEO be used in the design of an organization. Thus, it was concluded that TEO can be applied in new or redesigned project organizations in Brazil or in the world.

Model proposal: Brand personality of chain drug stores in Chile

Resumen La presente investigación propone un modelo de personalidad de marca en el contexto de las Cadenas de Farmacias en Chile, denominado «Pharmacy Chains Brand Personality» (PCBP). Esta propuesta considera principalmente el modelo desarrollado por Aaker (1997), pero se adapta a los rasgos y dimensiones propias de la industria farmacéutica. Para identificar las dimensiones propuestas para este estudio se efectuaron una serie de procedimientos exploratorios de carácter cualitativo, tales como cuestionarios semiestructurados, entrevistas en profundidad y grupos focales, además de una extensa revisión de la literatura. Analizando los resultados obtenidos, se deduce que la naturaleza del modelo es de carácter multidimensional, ya que está conformada por 5 dimensiones: transparencia, ambición, social, sinceridad y competencia. Esta investigación pretende aportar una propuesta de modelo a la literatura, como una aproximación investigativa a esta industria, la cual fue afectada por uno de los casos más importantes de colusión en Chile.

Abstract This research proposes a model of brand personality in the context of Chain Drug Stores in Chile, known as ‘Pharmacy Chains Brand Personality’ (PCBP). This proposal mainly considers the model developed by Aaker (1997), but adapted to the features and characteristics of the pharmaceutical industry dimensions. To identify the dimensions proposals for this study, a series of exploratory qualitative procedures such as was made: semi-structured questionnaires, interviews and focus groups, plus an extensive review of the literature. Analyzing the results, it follows that the nature of the model is multidimensional character, since it consists of five dimensions: Transparency, Ambition, Social, Sincerity and Competence. This research aims to provide a model proposal to literature, as an investigative approach to this industry, which was affected by one of the most important cases of collusion in Chile.

Proﬁle of small-medium enterprises in the clothing industry in Neiva (Colombia)

Resumen El presente estudio tiene el propósito de establecer cuáles son las estrategias de competitividad más utilizadas por las pymes de confecciones de la Ciudad de Neiva (departamento del Huila, Colombia). Para ello, se aplicó un instrumento a 74 empresas (con nivel de conﬁanza de un 95% y un margen de error del 5%), encontrando que los empresarios se concentran más en cumplir estrategias de competitividad del orden micro y se ven afectados negativamente por el entorno (nivel macro). Igualmente, se identiﬁcó que las estrategias micro exitosas tienen un impacto positivo sobre las otras decisiones micro y que existe un círculo virtuoso entre las alternativas del nivel meso.

Abstract The present study has the purpose of establishing the strategies of competitiveness most used by the textile SMEs of Neiva (department of Huila, Colombia). Therefore an instrument was applied to 74 companies (with a conﬁdence level of 95% and a margin of error of 5%), ﬁnding that employers are more focused on complying with competitiveness strategies of the micro order and are adversely affected by the environment (macro level). Likewise, it was identiﬁed that the micro-successful strategies have a positive impact on the other micro decisions, and exist a virtuous circle between the meso-level alternatives.

A brief overview on some areas of knowledge necessary for a successful negotiation

Resumen Este ensayo reflexivo tiene como propósito general dar una breve pincelada sobre algunas teorías que, a juicio del autor, componen el cuerpo de conocimiento que guía y fortalece el proceso de negociación. La experiencia del autor le permite asegurar que el nivel cognitivo de este cuerpo de conocimiento tiene una incidencia directa sobre la calidad del ciclo de vida de una negociación exitosa. Así, comenzamos con una breve descripción de la teoría de los «tres cerebros» y continuamos, muy someramente, sobre algunas áreas del saber que guían al negociador en su negociación: principio de causalidad, teoría de juegos, teoría de la decisión, análisis de riesgo, comunicación, ciclo de vida de una negociación, modelos arquetípicos de negociación y finalizamos con el método Harvard de negociación. Se recomienda a todo negociador navegar con soltura en la multidisciplinariedad y lograr la inter-trans-disciplinariedad que lo guiará al éxito en la tarea asignada.

Abstract This reflective essay is to give a brief general purpose overview on some theories that, in the author’s view, make up the body of knowledge that guides and strengthens the negotiating process. The author’s experience helps to ensure that the cognitive level of this body of knowledge has a direct impact on the quality of the life cycle of a successful negotiation. Thus, it begins with a brief description of the theory of the ‘three brains’ and continues, very briefly, to some areas of knowledge that guide the negotiator in the negotiation: principle of causality, game theory, decision theory, risk analysis, communication, life cycle of negotiation, negotiating archetypical models, and ending with the Harvard negotiation method. It is recommended that all negotiators navigate the multidisciplinarity with ease, and achieve the interand cross-disciplinarity that will guide them to success in the task assigned.