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Pública</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">Este estudo teve como objetivo analisar a importância da elaboração de um manual para fiscais e gestores de contratos administrativos de serviços continuados de uma Instituição Federal de Ensino Superior no Estado do Rio de Janeiro. Para... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_44096028" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">Este estudo teve como objetivo analisar a importância da elaboração de um manual para fiscais e gestores de contratos administrativos de serviços continuados de uma Instituição Federal de Ensino Superior no Estado do Rio de Janeiro. Para atender o objetivo proposto, realizou-se uma pesquisa de campo por meio de questionários aplicados à 64 fiscais titulares atuantes na Pró-reitora de Administração (PROAD), tendo como resultado a aceitação do uso e elaboração do manual em questão. Os resultados indicaram que os fiscais reconhecem tal necessidade e corroboraram com a revisão de literatura que aponta para a sua necessidade a fim de reduzir problemas à administração pública.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/44096028" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="a92d8e400db9c931f3e4034ab4127367" rel="nofollow" data-download="{"attachment_id":64442924,"asset_id":44096028,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen 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href="https://www.academia.edu/8363025/Markowitz_JF">Markowitz JF</a></div></div><div class="u-pb4x u-mt3x"></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/8363025" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="939225b9f33859186fa348df2198949c" rel="nofollow" data-download="{"attachment_id":34763854,"asset_id":8363025,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" 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window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-percentile-work_8363025"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></li><li class="js-view-count-work_8363025 InlineList-item InlineList-item--bordered hidden"><div><span><span class="js-view-count view-count u-mr2x" data-work-id="8363025"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 8363025; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=8363025]").text(description); $(".js-view-count-work_8363025").attr('title', description).tooltip(); }); });</script></span><script>$(function() { 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href="https://www.academia.edu/8432264/O_modelo_de_Harry_Markowitz_aplicado_%C3%A0_D%C3%ADvida_P%C3%BAblica">O modelo de Harry Markowitz aplicado à Dívida Pública</a></div></div><div class="u-pb4x u-mt3x"></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/8432264" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="e30acdac58561ccb43b911d79912b310" rel="nofollow" data-download="{"attachment_id":34822401,"asset_id":8432264,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen 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class="u-tcGrayDarkest js-work-link" href="https://www.academia.edu/8432293/Some_problems_with_the_Markowitz_mena_variance_model">Some problems with the Markowitz mena-variance model</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">Harry Markowitz’s mean-variance model for portfolio choice posits a linear relationship between the return of a portfolio and the returns of its component securities. This linear relationship does not hold in an ex post setting when... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_8432293" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">Harry Markowitz’s mean-variance model for portfolio choice posits a linear relationship between the return of a portfolio and the returns of its component securities. This linear relationship does not hold in an ex post setting when monthly or quarterly returns are used.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/8432293" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="ff744604e557fcfe21773d30da214093" rel="nofollow" data-download="{"attachment_id":34822418,"asset_id":8432293,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" href="https://www.academia.edu/attachments/34822418/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&s=work_strip"><i class="fa fa-arrow-circle-o-down fa-lg"></i><span class="u-textUppercase u-ml1x" data-content="button_text">Download</span></a></div></li><li class="InlineList-item"><ul class="InlineList InlineList--bordered u-ph0x"><li class="InlineList-item InlineList-item--bordered"><span class="InlineList-item-text">by <span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a class="u-tcGrayDark u-fw700" data-has-card-for-user="16799659" href="https://usp-br1.academia.edu/LeonardoToshimitsu">Leonardo K T Toshimitsu</a><script data-card-contents-for-user="16799659" type="text/json">{"id":16799659,"first_name":"Leonardo","last_name":"Toshimitsu","domain_name":"usp-br1","page_name":"LeonardoToshimitsu","display_name":"Leonardo K T Toshimitsu","profile_url":"https://usp-br1.academia.edu/LeonardoToshimitsu","photo":"https://0.academia-photos.com/16799659/4601615/5319603/s65_leo.taussig_toshimitsu.jpg_oh_c3a0d467d86c552330669c98f618b8e3_oe_5497a1f5___gda___1422564116_e289dea065ca86d55a355c02c6c91ec5"}</script></span></span></li><li class="js-paper-rank-work_8432293 InlineList-item InlineList-item--bordered hidden"><span class="js-paper-rank-view hidden u-tcGrayDark" data-paper-rank-work-id="8432293"><i class="u-m1x fa fa-bar-chart"></i><strong class="js-paper-rank"></strong></span><script>$(function() { new Works.PaperRankView({ workId: 8432293, container: ".js-paper-rank-work_8432293", }); 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href="https://www.academia.edu/30448397/Aprendizagem_ativa_relato_de_experi%C3%AAncia_de_produ%C3%A7%C3%A3o_de_v%C3%ADdeos_por_alunos">Aprendizagem ativa: relato de experiência de produção de vídeos por alunos</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">Atualmente, o volume e a diversidade de recursos tecnológicos disponíveis para uso em sala de aula são enormes. Entretanto ainda são mal utilizados ou ignorados por muitos educadores. Tais tecnologias, não apenas podem implicar em maior... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_30448397" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">Atualmente, o volume e a diversidade de recursos tecnológicos disponíveis para uso em sala de aula são enormes. Entretanto ainda são mal utilizados ou ignorados por muitos educadores. Tais tecnologias, não apenas podem implicar em maior participação dos alunos em sala de aula, como também facilitam o trabalho do docente em sua interação com a classe. Neste artigo, apresenta-se uma experiência utilizando a criação e produção de vídeos pelos alunos. A proposição criativa de utilização de recursos não tradicionais de ensino é uma iniciativa que pode ser mais encorajada, principalmente junto a jovens que possuem dificuldade de se dedicar a tarefas de introspecção e concentração, e que utilizam a tecnologia naturalmente em suas rotinas.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/30448397" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="1761a09f461faefba5ad5c55770a0d26" rel="nofollow" data-download="{"attachment_id":53276361,"asset_id":30448397,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" href="https://www.academia.edu/attachments/53276361/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&s=work_strip"><i class="fa fa-arrow-circle-o-down fa-lg"></i><span class="u-textUppercase u-ml1x" data-content="button_text">Download</span></a></div></li><li class="InlineList-item"><ul class="InlineList InlineList--bordered u-ph0x"><li class="InlineList-item InlineList-item--bordered"><span class="InlineList-item-text">by <span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a class="u-tcGrayDark u-fw700" data-has-card-for-user="5096652" href="https://usp-br1.academia.edu/RobertoFalcao">Roberto F Falcao</a><script data-card-contents-for-user="5096652" type="text/json">{"id":5096652,"first_name":"Roberto","last_name":"Falcao","domain_name":"usp-br1","page_name":"RobertoFalcao","display_name":"Roberto F Falcao","profile_url":"https://usp-br1.academia.edu/RobertoFalcao","photo":"https://0.academia-photos.com/5096652/2228897/19716549/s65_roberto.falcao.jpg"}</script></span></span><span class="u-displayInlineBlock InlineList-item-text"> and <span class="u-textDecorationUnderline u-clickable InlineList-item-text js-work-more-authors-30448397">+1</span><div class="hidden js-additional-users-30448397"><div><span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a href="https://usp-br.academia.edu/AnaAkemiIkeda">Ana Akemi Ikeda</a></span></div></div></span><script>(function(){ var popoverSettings = { el: $('.js-work-more-authors-30448397'), placement: 'bottom', hide_delay: 200, html: true, content: function(){ return $('.js-additional-users-30448397').html(); 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A proposição criativa de utilização de recursos não tradicionais de ensino é uma iniciativa que pode ser mais encorajada, principalmente junto a jovens que possuem dificuldade de se dedicar a tarefas de introspecção e concentração, e que utilizam a tecnologia naturalmente em suas rotinas.","publication":null,"publication_with_fallback":"Revista Liceu On-Line","downloadable_attachments":[{"id":53276361,"asset_id":30448397,"asset_type":"Work","always_allow_download":false,"scribd_thumbnail_url":"https://attachments.academia-assets.com/53276361/thumbnails/1.jpg","download_url":"https://d1wqtxts1xzle7.cloudfront.net/53276361/Educacao_video-libre.pdf?1495729252=\u0026response-content-disposition=attachment%3B+filename%3DAprendizagem_ativa_relato_de_experiencia.pdf\u0026Expires=1729607292\u0026Signature=RRBFE-yX~PjeYfvdk9-skMenro8~N8hKSAnOOUXI2ycn75oFLbiMbj6XcDAUAVrLSP7BVx~cZWqTDO-Kz9udJY5O5aMJFLJKL-lNNiksaBrxgNDA-cL2ezF4xxFqp4LGzJxoHt5VMDz-u3MkUx5vmKtWhYtFDlyOLzjJQY6uArUIQ9Ahdx2b5Mm9nHQznKjqrH0Q2jcSGoFyLfPhxvCdXvV8v2m94U5iADdpcyfg5ijyG8T7HLHfacTuWGLaZnZADcwxXFOgrTWxQmAw5nK~mLiJ6hfa0hVtD1XJhz4Y4nmA8Ndt1PhUGY6jiL5GQp18NsxoLge8pLXRCitTgvTp-Q__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA","download_file_url":"https://www.academia.edu/attachments/53276361/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&","full_thumbnail_url":"https://0.academia-photos.com/attachment_thumbnails/53276361/mini_magick20190121-24051-1k7fzvl.png?1548126701"}],"downloadable_attachments_with_full_thumbnails":[{"id":53276361,"asset_id":30448397,"asset_type":"Work","always_allow_download":false,"scribd_thumbnail_url":"https://attachments.academia-assets.com/53276361/thumbnails/1.jpg","download_url":"https://d1wqtxts1xzle7.cloudfront.net/53276361/Educacao_video-libre.pdf?1495729252=\u0026response-content-disposition=attachment%3B+filename%3DAprendizagem_ativa_relato_de_experiencia.pdf\u0026Expires=1729607292\u0026Signature=RRBFE-yX~PjeYfvdk9-skMenro8~N8hKSAnOOUXI2ycn75oFLbiMbj6XcDAUAVrLSP7BVx~cZWqTDO-Kz9udJY5O5aMJFLJKL-lNNiksaBrxgNDA-cL2ezF4xxFqp4LGzJxoHt5VMDz-u3MkUx5vmKtWhYtFDlyOLzjJQY6uArUIQ9Ahdx2b5Mm9nHQznKjqrH0Q2jcSGoFyLfPhxvCdXvV8v2m94U5iADdpcyfg5ijyG8T7HLHfacTuWGLaZnZADcwxXFOgrTWxQmAw5nK~mLiJ6hfa0hVtD1XJhz4Y4nmA8Ndt1PhUGY6jiL5GQp18NsxoLge8pLXRCitTgvTp-Q__\u0026Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA","download_file_url":"https://www.academia.edu/attachments/53276361/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&","full_thumbnail_url":"https://0.academia-photos.com/attachment_thumbnails/53276361/mini_magick20190121-24051-1k7fzvl.png?1548126701"}],"has_pdf":true,"has_fulltext":true,"page_count":20,"ordered_authors":[{"id":5096652,"first_name":"Roberto","last_name":"Falcao","domain_name":"usp-br1","page_name":"RobertoFalcao","display_name":"Roberto F Falcao","profile_url":"https://usp-br1.academia.edu/RobertoFalcao","photo":"https://0.academia-photos.com/5096652/2228897/19716549/s65_roberto.falcao.jpg"},{"id":49967011,"first_name":"Ana Akemi","last_name":"Ikeda","domain_name":"usp-br","page_name":"AnaAkemiIkeda","display_name":"Ana Akemi Ikeda","profile_url":"https://usp-br.academia.edu/AnaAkemiIkeda","photo":"/images/s65_no_pic.png"}],"research_interests":[{"id":39,"name":"Marketing","url":"https://www.academia.edu/Documents/in/Marketing","nofollow":false},{"id":922,"name":"Education","url":"https://www.academia.edu/Documents/in/Education","nofollow":false},{"id":3457,"name":"Learning and Teaching","url":"https://www.academia.edu/Documents/in/Learning_and_Teaching","nofollow":false},{"id":4803,"name":"Active Learning","url":"https://www.academia.edu/Documents/in/Active_Learning","nofollow":false}],"publication_year":null,"publication_year_with_fallback":2018,"paper_rank":null,"all_time_views":270,"active_discussion":{}}, }) } })();</script></ul></li></ul></div></div><div class="u-borderBottom1 u-borderColorGrayLighter"><div class="clearfix u-pv7x u-mb0x js-work-card work_37595646" data-work_id="37595646" itemscope="itemscope" itemtype="https://schema.org/ScholarlyArticle"><div class="header"><div class="title u-fontSerif u-fs22 u-lineHeight1_3"><a class="u-tcGrayDarkest js-work-link" href="https://www.academia.edu/37595646/A_formaliza%C3%A7%C3%A3o_do_marketing_em_uma_economia_em_desenvolvimento">A formalização do marketing em uma economia em desenvolvimento</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">A relevância do tema está relacionada ao fato de existir uma discrepância entre o que aconteceu nos Estados Unidos, referência mundial para o estudo de marketing, e no Brasil, uma economia em desenvolvimento. A narrativa foi desenvolvida... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_37595646" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">A relevância do tema está relacionada ao fato de existir uma discrepância entre o que aconteceu nos Estados Unidos, referência mundial para o estudo de marketing, e no Brasil, uma economia em desenvolvimento. A narrativa foi desenvolvida como um ensaio e discute a evolução das práticas de mercado e da formalização do marketing no Brasil. A contribuição deste estudo é o fornecimento de evidências de que, a partir de um certo estágio de desenvolvimento, a qualificação formal de profissionais de marketing é indispensável. Também pode servir como um guia para os profissionais do mercado e <br />entidades governamentais no sentido de melhorar práticas comerciais de seus respectivos países.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/37595646" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="38b25db1215aadf38251fd70a5ddf6aa" rel="nofollow" data-download="{"attachment_id":57576809,"asset_id":37595646,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" href="https://www.academia.edu/attachments/57576809/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&s=work_strip"><i class="fa fa-arrow-circle-o-down fa-lg"></i><span class="u-textUppercase u-ml1x" data-content="button_text">Download</span></a></div></li><li class="InlineList-item"><ul class="InlineList InlineList--bordered u-ph0x"><li class="InlineList-item InlineList-item--bordered"><span class="InlineList-item-text">by <span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a class="u-tcGrayDark u-fw700" data-has-card-for-user="5096652" href="https://usp-br1.academia.edu/RobertoFalcao">Roberto F Falcao</a><script data-card-contents-for-user="5096652" type="text/json">{"id":5096652,"first_name":"Roberto","last_name":"Falcao","domain_name":"usp-br1","page_name":"RobertoFalcao","display_name":"Roberto F Falcao","profile_url":"https://usp-br1.academia.edu/RobertoFalcao","photo":"https://0.academia-photos.com/5096652/2228897/19716549/s65_roberto.falcao.jpg"}</script></span></span></li><li class="js-paper-rank-work_37595646 InlineList-item InlineList-item--bordered hidden"><span class="js-paper-rank-view hidden u-tcGrayDark" data-paper-rank-work-id="37595646"><i class="u-m1x fa fa-bar-chart"></i><strong class="js-paper-rank"></strong></span><script>$(function() { new Works.PaperRankView({ workId: 37595646, container: ".js-paper-rank-work_37595646", }); });</script></li><li class="js-percentile-work_37595646 InlineList-item InlineList-item--bordered hidden u-tcGrayDark"><span class="percentile-widget hidden"><span class="u-mr2x percentile-widget" style="display: none">•</span><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 37595646; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-percentile-work_37595646"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></li><li class="js-view-count-work_37595646 InlineList-item InlineList-item--bordered hidden"><div><span><span class="js-view-count view-count u-mr2x" data-work-id="37595646"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 37595646; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=37595646]").text(description); $(".js-view-count-work_37595646").attr('title', description).tooltip(); }); });</script></span><script>$(function() { $(".js-view-count-work_37595646").removeClass('hidden') })</script></div></li></ul></li></ul></div></div><div class="u-borderBottom1 u-borderColorGrayLighter"><div class="clearfix u-pv7x u-mb0x js-work-card work_37595647" data-work_id="37595647" itemscope="itemscope" itemtype="https://schema.org/ScholarlyArticle"><div class="header"><div class="title u-fontSerif u-fs22 u-lineHeight1_3"><a class="u-tcGrayDarkest js-work-link" href="https://www.academia.edu/37595647/Evolu%C3%A7%C3%A3o_e_Tend%C3%AAncias_do_Estudo_de_Planejamento_Dentro_do_Contexto_de_Marketing">Evolução e Tendências do Estudo de Planejamento Dentro do Contexto de Marketing</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">Este trabalho discute, sob a forma de ensaio, a evolução dos estudos sobre planejamento dentro do contexto de marketing. Para isso, buscaram-se as origens de marketing, inclusive a inserção da disciplina nos currículos de escolas e... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_37595647" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">Este trabalho discute, sob a forma de ensaio, a evolução dos estudos sobre planejamento dentro do contexto de marketing. Para isso, buscaram-se as origens de marketing, inclusive a inserção da disciplina nos currículos de escolas e universidades, numa tentativa de entender a trajetória de seu desenvolvimento até seu estágio atual. A busca por reflexões e considerações acerca do tema, e em especial sobre tendências, são realizadas a partir de levantamento bibliográfico que aborda: (i) a evolução dos conceitos de marketing; (ii) os primeiros cursos de marketing e (iii) a evolução do planejamento de marketing. Conclui-se que apesar da importância do tema e do seu uso na prática, na academia o assunto ainda é relativamente pouco abordado e explorado, e há a necessidade de que seja modernizado frente às grandes transformações da sociedade e das empresas, em especial pelas influências de tecnologia.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/37595647" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="32bc45ec1f87fc9123c5165ed43e0e09" rel="nofollow" data-download="{"attachment_id":57576810,"asset_id":37595647,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" href="https://www.academia.edu/attachments/57576810/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&s=work_strip"><i class="fa fa-arrow-circle-o-down fa-lg"></i><span class="u-textUppercase u-ml1x" data-content="button_text">Download</span></a></div></li><li class="InlineList-item"><ul class="InlineList InlineList--bordered u-ph0x"><li class="InlineList-item InlineList-item--bordered"><span class="InlineList-item-text">by <span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a class="u-tcGrayDark u-fw700" data-has-card-for-user="5096652" href="https://usp-br1.academia.edu/RobertoFalcao">Roberto F Falcao</a><script data-card-contents-for-user="5096652" type="text/json">{"id":5096652,"first_name":"Roberto","last_name":"Falcao","domain_name":"usp-br1","page_name":"RobertoFalcao","display_name":"Roberto F Falcao","profile_url":"https://usp-br1.academia.edu/RobertoFalcao","photo":"https://0.academia-photos.com/5096652/2228897/19716549/s65_roberto.falcao.jpg"}</script></span></span></li><li class="js-paper-rank-work_37595647 InlineList-item InlineList-item--bordered hidden"><span class="js-paper-rank-view hidden u-tcGrayDark" data-paper-rank-work-id="37595647"><i class="u-m1x fa fa-bar-chart"></i><strong class="js-paper-rank"></strong></span><script>$(function() { new Works.PaperRankView({ workId: 37595647, container: ".js-paper-rank-work_37595647", }); });</script></li><li class="js-percentile-work_37595647 InlineList-item InlineList-item--bordered hidden u-tcGrayDark"><span class="percentile-widget hidden"><span class="u-mr2x percentile-widget" style="display: none">•</span><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 37595647; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-percentile-work_37595647"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></li><li class="js-view-count-work_37595647 InlineList-item InlineList-item--bordered hidden"><div><span><span class="js-view-count view-count u-mr2x" data-work-id="37595647"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 37595647; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=37595647]").text(description); $(".js-view-count-work_37595647").attr('title', description).tooltip(); }); });</script></span><script>$(function() { $(".js-view-count-work_37595647").removeClass('hidden') })</script></div></li></ul></li></ul></div></div><div class="u-borderBottom1 u-borderColorGrayLighter"><div class="clearfix u-pv7x u-mb0x js-work-card work_37595648 coauthored" data-work_id="37595648" itemscope="itemscope" itemtype="https://schema.org/ScholarlyArticle"><div class="header"><div class="title u-fontSerif u-fs22 u-lineHeight1_3"><a class="u-tcGrayDarkest js-work-link" href="https://www.academia.edu/37595648/A_CRIA%C3%87%C3%83O_DE_VALOR_PARA_O_CLIENTE_COM_BASE_NOS_PROCESSOS_ESTRAT%C3%89GICOS_DE_SEGMENTA%C3%87%C3%83O_E_POSICIONAMENTO">A CRIAÇÃO DE VALOR PARA O CLIENTE COM BASE NOS PROCESSOS ESTRATÉGICOS DE SEGMENTAÇÃO E POSICIONAMENTO</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">O presente artigo discute a criação e a entrega de valor para o cliente, o papel da inteligência competitiva e seu relacionamento com os processos de segmentação e posicionamento. Metodologicamente desenvolvido na modalidade ensaio, o... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_37595648" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">O presente artigo discute a criação e a entrega de valor para o cliente, o papel da inteligência competitiva e seu relacionamento com os processos de segmentação e posicionamento. Metodologicamente desenvolvido na modalidade ensaio, o texto baseia-se na revisão de conceitos, estabelecendo a relação entre posicionamento competitivo e valor para o cliente. É apresentada e discutida a relevância de um sistema de informações estruturado, confiável e atualizado para que a organização potencialize sua capacidade competitiva. Por fim, destaca-se que a criação de valor para o cliente deve ter, no nível estratégico de marketing da unidade de negócio, a segmentação de mercado e clientes, e o posicionamento de produto / marca como questões centrais. ABSTRACT This paper discusses the creation and the delivery of customer value, the role of competitive intelligence and its relationship with the segmentation and positioning processes. Methodologically developed as an essay, the review of the literature establishes the relationship between competitive positioning and customer value. We present and discuss the relevance of a structured information system that is reliable and updated in order for the organization to leverage its competitiveness. Finally, we highlight that the creation of customer value must be based, at the strategic marketing level of the business unit, on market segmentation and the product/brand positioning.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/37595648" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="452794324fe965c04262eaea5cc1b496" rel="nofollow" data-download="{"attachment_id":57576806,"asset_id":37595648,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" href="https://www.academia.edu/attachments/57576806/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&s=work_strip"><i class="fa fa-arrow-circle-o-down fa-lg"></i><span class="u-textUppercase u-ml1x" data-content="button_text">Download</span></a></div></li><li class="InlineList-item"><ul class="InlineList InlineList--bordered u-ph0x"><li class="InlineList-item InlineList-item--bordered"><span class="InlineList-item-text">by <span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a class="u-tcGrayDark u-fw700" data-has-card-for-user="5096652" href="https://usp-br1.academia.edu/RobertoFalcao">Roberto F Falcao</a><script data-card-contents-for-user="5096652" type="text/json">{"id":5096652,"first_name":"Roberto","last_name":"Falcao","domain_name":"usp-br1","page_name":"RobertoFalcao","display_name":"Roberto F Falcao","profile_url":"https://usp-br1.academia.edu/RobertoFalcao","photo":"https://0.academia-photos.com/5096652/2228897/19716549/s65_roberto.falcao.jpg"}</script></span></span><span class="u-displayInlineBlock InlineList-item-text"> and <span class="u-textDecorationUnderline u-clickable InlineList-item-text js-work-more-authors-37595648">+1</span><div class="hidden js-additional-users-37595648"><div><span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a href="https://usp-br.academia.edu/GeraldoLucianoToledo">Geraldo Luciano Toledo</a></span></div></div></span><script>(function(){ var popoverSettings = { el: $('.js-work-more-authors-37595648'), placement: 'bottom', hide_delay: 200, html: true, content: function(){ return $('.js-additional-users-37595648').html(); } } new HoverPopover(popoverSettings); })();</script></li><li class="js-paper-rank-work_37595648 InlineList-item InlineList-item--bordered hidden"><span class="js-paper-rank-view hidden u-tcGrayDark" data-paper-rank-work-id="37595648"><i class="u-m1x fa fa-bar-chart"></i><strong class="js-paper-rank"></strong></span><script>$(function() { new Works.PaperRankView({ workId: 37595648, container: ".js-paper-rank-work_37595648", }); });</script></li><li class="js-percentile-work_37595648 InlineList-item InlineList-item--bordered hidden u-tcGrayDark"><span class="percentile-widget hidden"><span class="u-mr2x percentile-widget" style="display: none">•</span><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 37595648; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-percentile-work_37595648"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></li><li class="js-view-count-work_37595648 InlineList-item InlineList-item--bordered hidden"><div><span><span class="js-view-count view-count u-mr2x" data-work-id="37595648"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 37595648; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=37595648]").text(description); $(".js-view-count-work_37595648").attr('title', description).tooltip(); }); });</script></span><script>$(function() { $(".js-view-count-work_37595648").removeClass('hidden') })</script></div></li></ul></li></ul></div></div><div class="u-borderBottom1 u-borderColorGrayLighter"><div class="clearfix u-pv7x u-mb0x js-work-card work_37595649" data-work_id="37595649" itemscope="itemscope" itemtype="https://schema.org/ScholarlyArticle"><div class="header"><div class="title u-fontSerif u-fs22 u-lineHeight1_3"><a class="u-tcGrayDarkest js-work-link" href="https://www.academia.edu/37595649/Novas_metodologias_de_ensino_O_discurso_do_sujeito_coletivo_de_uma_turma_de_Administra%C3%A7%C3%A3o">Novas metodologias de ensino? O discurso do sujeito coletivo de uma turma de Administração</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">As recentes mudanças tecnológicas e no perfil dos alunos vêm levando escolas e professores a repensar suas estratégias e técnicas de ensino. Surgem diversas propostas, com destaque para as metodologias ativas de ensino. Contudo, faz-se... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_37595649" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">As recentes mudanças tecnológicas e no perfil dos alunos vêm levando escolas e professores a repensar suas estratégias e técnicas de ensino. Surgem diversas propostas, com destaque para as metodologias ativas de ensino. Contudo, faz-se necessária a verificação se os alunos efetivamente anseiam e se sentem confortáveis com novas dinâmicas em sala de aula. Nesse contexto, o presente artigo investiga como os alunos lidam com metodologias ativas de ensino. Para tanto, o depoimento individual de 52 alunos de um Curso de Administração foi coletado por meio de questionário com questões abertas. Analisando o conteúdo, por meio do método do Discurso do Sujeito Coletivo (DSC) e com apoio de um software de análise qualitativa, conclui-se que é necessária parcimônia na reformulação das estratégias de ensino. Mudanças drásticas podem prejudicar o processo de aprendizagem e a heterogeneidade da sala deve ser respeitada. O DSC foi selecionado, pois ele busca iluminar o campo social pesquisado, procurando entender o que pensa um conjunto específico de pessoas e analisar o significado de algum contexto para tal grupo. Por meio dele, o coletivo é reconstituído a partir da opinião de um conjunto de discursos na primeira pessoa do singular. Com base nos dados coletados, também é proposta uma classificação do perfil dos alunos com base em duas dimensões abstratas extraídas dos próprios discursos individuais.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/37595649" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="19e5e71f1927442c10584940d940209a" rel="nofollow" data-download="{"attachment_id":57576807,"asset_id":37595649,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" href="https://www.academia.edu/attachments/57576807/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&s=work_strip"><i class="fa fa-arrow-circle-o-down fa-lg"></i><span class="u-textUppercase u-ml1x" data-content="button_text">Download</span></a></div></li><li class="InlineList-item"><ul class="InlineList InlineList--bordered u-ph0x"><li class="InlineList-item InlineList-item--bordered"><span class="InlineList-item-text">by <span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a class="u-tcGrayDark u-fw700" data-has-card-for-user="5096652" href="https://usp-br1.academia.edu/RobertoFalcao">Roberto F Falcao</a><script data-card-contents-for-user="5096652" type="text/json">{"id":5096652,"first_name":"Roberto","last_name":"Falcao","domain_name":"usp-br1","page_name":"RobertoFalcao","display_name":"Roberto F Falcao","profile_url":"https://usp-br1.academia.edu/RobertoFalcao","photo":"https://0.academia-photos.com/5096652/2228897/19716549/s65_roberto.falcao.jpg"}</script></span></span></li><li class="js-paper-rank-work_37595649 InlineList-item InlineList-item--bordered hidden"><span class="js-paper-rank-view hidden u-tcGrayDark" data-paper-rank-work-id="37595649"><i class="u-m1x fa fa-bar-chart"></i><strong class="js-paper-rank"></strong></span><script>$(function() { new Works.PaperRankView({ workId: 37595649, container: ".js-paper-rank-work_37595649", }); });</script></li><li class="js-percentile-work_37595649 InlineList-item InlineList-item--bordered hidden u-tcGrayDark"><span class="percentile-widget hidden"><span class="u-mr2x percentile-widget" style="display: none">•</span><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 37595649; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-percentile-work_37595649"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></li><li class="js-view-count-work_37595649 InlineList-item InlineList-item--bordered hidden"><div><span><span class="js-view-count view-count u-mr2x" data-work-id="37595649"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 37595649; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=37595649]").text(description); $(".js-view-count-work_37595649").attr('title', description).tooltip(); }); });</script></span><script>$(function() { $(".js-view-count-work_37595649").removeClass('hidden') })</script></div></li></ul></li></ul></div></div><div class="u-borderBottom1 u-borderColorGrayLighter"><div class="clearfix u-pv7x u-mb0x js-work-card work_37595650" data-work_id="37595650" itemscope="itemscope" itemtype="https://schema.org/ScholarlyArticle"><div class="header"><div class="title u-fontSerif u-fs22 u-lineHeight1_3"><a class="u-tcGrayDarkest js-work-link" href="https://www.academia.edu/37595650/O_VALOR_PERCEBIDO_PELOS_USU%C3%81RIOS_NA_TROCA_DE_TEMPO_O_CASO_BLIIVE">O VALOR PERCEBIDO PELOS USUÁRIOS NA TROCA DE TEMPO: O CASO BLIIVE</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">A atual revolução tecnológica tem potencializado o surgimento de empresas dentro da economia compartilhada que privilegiam o acesso ao invés da propriedade. Como resposta ao hiperconsumismo e à crise econômica global, surge um novo padrão... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_37595650" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">A atual revolução tecnológica tem potencializado o surgimento de empresas dentro da economia compartilhada que privilegiam o acesso ao invés da propriedade. Como resposta ao hiperconsumismo e à crise econômica global, surge um novo padrão de comportamento do consumidor chamado de lifestyle colaborativo, que propõe a troca de conhecimento, habilidades e tempo entre pessoas. Nesse contexto, o presente trabalho se propõe a entender o valor percebido dos usuários que participam de uma plataforma de troca de tempo, a Bliive. Para tanto, foi realizada uma pesquisa qualitativa exploratória que, por meio de entrevistas com treze usuários, analisou três dimensões do valor percebido: funcional, emocional e social. A análise revelou que as pessoas se engajam na rede porque a plataforma possibilita a conexão entre pessoas com interesses em comum, porém o motivo que as mantêm no sistema é o senso de comunidade e o lifestyle colaborativo.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/37595650" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="44f501eaa00701b464e3e5f887690074" rel="nofollow" data-download="{"attachment_id":57576808,"asset_id":37595650,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" href="https://www.academia.edu/attachments/57576808/download_file?st=MTczMjgwMjM4Myw4LjIyMi4yMDguMTQ2&s=work_strip"><i class="fa fa-arrow-circle-o-down fa-lg"></i><span class="u-textUppercase u-ml1x" data-content="button_text">Download</span></a></div></li><li class="InlineList-item"><ul class="InlineList InlineList--bordered u-ph0x"><li class="InlineList-item InlineList-item--bordered"><span class="InlineList-item-text">by <span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a class="u-tcGrayDark u-fw700" data-has-card-for-user="5096652" href="https://usp-br1.academia.edu/RobertoFalcao">Roberto F Falcao</a><script data-card-contents-for-user="5096652" type="text/json">{"id":5096652,"first_name":"Roberto","last_name":"Falcao","domain_name":"usp-br1","page_name":"RobertoFalcao","display_name":"Roberto F Falcao","profile_url":"https://usp-br1.academia.edu/RobertoFalcao","photo":"https://0.academia-photos.com/5096652/2228897/19716549/s65_roberto.falcao.jpg"}</script></span></span></li><li class="js-paper-rank-work_37595650 InlineList-item InlineList-item--bordered hidden"><span class="js-paper-rank-view hidden u-tcGrayDark" data-paper-rank-work-id="37595650"><i class="u-m1x fa fa-bar-chart"></i><strong class="js-paper-rank"></strong></span><script>$(function() { new Works.PaperRankView({ workId: 37595650, container: ".js-paper-rank-work_37595650", }); });</script></li><li class="js-percentile-work_37595650 InlineList-item InlineList-item--bordered hidden u-tcGrayDark"><span class="percentile-widget hidden"><span class="u-mr2x percentile-widget" style="display: none">•</span><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 37595650; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = $(".js-percentile-work_37595650"); container.find('.work-percentile').text(percentileText.charAt(0).toUpperCase() + percentileText.slice(1)); container.find('.percentile-widget').show(); container.find('.percentile-widget').removeClass('hidden'); }); });</script></li><li class="js-view-count-work_37595650 InlineList-item InlineList-item--bordered hidden"><div><span><span class="js-view-count view-count u-mr2x" data-work-id="37595650"><i class="fa fa-spinner fa-spin"></i></span><script>$(function () { var workId = 37595650; window.Academia.workViewCountsFetcher.queue(workId, function (count) { var description = window.$h.commaizeInt(count) + " " + window.$h.pluralize(count, 'View'); $(".js-view-count[data-work-id=37595650]").text(description); $(".js-view-count-work_37595650").attr('title', description).tooltip(); }); });</script></span><script>$(function() { $(".js-view-count-work_37595650").removeClass('hidden') })</script></div></li></ul></li></ul></div></div><div class="u-borderBottom1 u-borderColorGrayLighter"><div class="clearfix u-pv7x u-mb0x js-work-card work_63217445" data-work_id="63217445" itemscope="itemscope" itemtype="https://schema.org/ScholarlyArticle"><div class="header"><div class="title u-fontSerif u-fs22 u-lineHeight1_3"><a class="u-tcGrayDarkest js-work-link" href="https://www.academia.edu/63217445/Publicidade_e_design_panorama_nacional_e_como_extrair_maior_valor_das_ideias_criativas">Publicidade e design: panorama nacional e como extrair maior valor das ideias criativas</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">Foi traçado um panorama dos setores de Publicidade e Design, componentes da Economia Criativa, com participação de 40 profissionais. Foram apontadas necessidades de integração entre criação e negócios, determinação precisa da expectativa... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_63217445" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">Foi traçado um panorama dos setores de Publicidade e Design, componentes da Economia Criativa, com participação de 40 profissionais. Foram apontadas necessidades de integração entre criação e negócios, determinação precisa da expectativa de retornos e estabilização de fluxos de caixa por remuneração fixa e variável e dificuldades de financiamento da expansão de operações das empresas criativas. A função geração de valor dessas empresas depende do conhecimento de economia criativa, do seu grau de profissionalização, da projeção de conversão das vendas, dos preços dos concorrentes, do valor das ideias, dos direitos autorais e da quantidade de itens vendidos.Advertising and design: national outlook and how to extract greater value from creative ideasIt was drawn an overview of Advertising and Design sectors, components of the Creative Economy, with the participation of 40 professionals. It was identified the needs of integration between creation and business, accurately determination o...</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/63217445" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="357cfc0061a5e07ed3f26056f45f9e29" rel="nofollow" data-download="{"attachment_id":75716209,"asset_id":63217445,"asset_type":"Work","always_allow_download":false,"track":null,"button_location":"work_strip","source":null,"hide_modal":null}" class="Button Button--sm Button--inverseGreen js-download-button prompt_button doc_download" href="https://www.academia.edu/attachments/75716209/download_file?st=MTczMjgwMjM4NCw4LjIyMi4yMDguMTQ2&s=work_strip"><i class="fa fa-arrow-circle-o-down fa-lg"></i><span class="u-textUppercase u-ml1x" data-content="button_text">Download</span></a></div></li><li class="InlineList-item"><ul class="InlineList InlineList--bordered u-ph0x"><li class="InlineList-item InlineList-item--bordered"><span class="InlineList-item-text">by <span itemscope="itemscope" itemprop="author" itemtype="https://schema.org/Person"><a class="u-tcGrayDark u-fw700" data-has-card-for-user="356199" href="https://usp-br1.academia.edu/GuilhermeCredidio">Guilherme Credidio</a><script data-card-contents-for-user="356199" type="text/json">{"id":356199,"first_name":"Guilherme","last_name":"Credidio","domain_name":"usp-br1","page_name":"GuilhermeCredidio","display_name":"Guilherme Credidio","profile_url":"https://usp-br1.academia.edu/GuilhermeCredidio","photo":"https://0.academia-photos.com/356199/10822380/19223536/s65_guilherme.credidio.jpg"}</script></span></span></li><li class="js-paper-rank-work_63217445 InlineList-item InlineList-item--bordered hidden"><span class="js-paper-rank-view hidden u-tcGrayDark" data-paper-rank-work-id="63217445"><i class="u-m1x fa fa-bar-chart"></i><strong class="js-paper-rank"></strong></span><script>$(function() { new Works.PaperRankView({ workId: 63217445, container: ".js-paper-rank-work_63217445", }); });</script></li><li class="js-percentile-work_63217445 InlineList-item InlineList-item--bordered hidden u-tcGrayDark"><span class="percentile-widget hidden"><span class="u-mr2x percentile-widget" style="display: none">•</span><span class="u-mr2x work-percentile"></span></span><script>$(function () { var workId = 63217445; window.Academia.workPercentilesFetcher.queue(workId, function (percentileText) { var container = 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Negocio","url":"https://www.academia.edu/Documents/in/Modelos_De_Negocio"},{"id":1208617,"name":"Sustainability","url":"https://www.academia.edu/Documents/in/Sustainability"},{"id":1398112,"name":"Ozônio","url":"https://www.academia.edu/Documents/in/Ozonio"}],"publication_year":null,"publication_year_with_fallback":null,"paper_rank":null,"all_time_views":7,"active_discussion":{}}, }) } })();</script></ul></li></ul></div></div><div class="u-borderBottom1 u-borderColorGrayLighter"><div class="clearfix u-pv7x u-mb0x js-work-card work_63217448" data-work_id="63217448" itemscope="itemscope" itemtype="https://schema.org/ScholarlyArticle"><div class="header"><div class="title u-fontSerif u-fs22 u-lineHeight1_3"><a class="u-tcGrayDarkest js-work-link" href="https://www.academia.edu/63217448/Satisfa%C3%A7%C3%A3o_nos_projetos_ambientais_corporativos_uma_an%C3%A1lise_%C3%A0_luz_dos_seus_motivadores_em_grandes_empresas">Satisfação nos projetos ambientais corporativos: uma análise à luz dos seus motivadores em grandes empresas</a></div></div><div class="u-pb4x u-mt3x"><div class="summary u-fs14 u-fw300 u-lineHeight1_5 u-tcGrayDarkest"><div class="summarized">O objetivo deste estudo foi investigar o grau de satisfação de grandes empresas ao realizarem projetos ambientais que sejam motivados por eficiência do processo e economias ou pelo cumprimento da legislação. Para tanto, foi desenvolvida... <a class="more_link u-tcGrayDark u-linkUnstyled" data-container=".work_63217448" data-show=".complete" data-hide=".summarized" data-more-link-behavior="true" href="#">more</a></div><div class="complete hidden">O objetivo deste estudo foi investigar o grau de satisfação de grandes empresas ao realizarem projetos ambientais que sejam motivados por eficiência do processo e economias ou pelo cumprimento da legislação. Para tanto, foi desenvolvida uma pesquisa do tipo survey com 40 grandes empresas, advindas de múltiplas bases de dados, que desenvolveram projetos ambientais. Os resultados revelaram que projetos motivados por eficiência do processo e economias levaram a um grau de satisfação superior àquele dos projetos motivados pelo cumprimento da legislação. Conclui-se que a maior satisfação está relacionada às maiores tangibilidade, decisão sobre melhorias pretendidas, contribuição para o desempenho das organizações, integração de fatores ambientais aos técnico-econômicos e contribuição para a conquista da sustentabilidade estratégica e da perenidade nas grandes empresas.</div></div></div><ul class="InlineList u-ph0x u-fs13"><li class="InlineList-item logged_in_only"><div class="share_on_academia_work_button"><a class="academia_share Button Button--inverseBlue Button--sm js-bookmark-button" data-academia-share="Work/63217448" data-share-source="work_strip" data-spinner="small_white_hide_contents"><i class="fa fa-plus"></i><span class="work-strip-link-text u-ml1x" data-content="button_text">Bookmark</span></a></div></li><li class="InlineList-item"><div class="download"><a id="f7d6a10dc99e1932e5a787cf81078be0" rel="nofollow" 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