IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 3 (2012)
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Item Tourism in the PALOP countries and relations with Portugal(ISG, 2012) Sarmento, Eduardo MoraisTourism has been developing in a consistent way along the years in almost every regions of the world. Africa is one of the regions where it is expected to growth its market quota. So, African Countries of Portuguese Official Language (PALOP) have an opportunity of developing an activity that nay become strategic, if they can properly prepare themselves to this challenge. This document reflects on some of the main goal lines that should be improved to achieve better results.Item The missing link between CSR and marketing: sustainability marketing(ISG, 2012) Pedrosa, Maria ManuelaSustainable lifestyles are at the heart of the solution for solving the complex environmental and social problems we are facing. The corporate world has a crucial role to play in this realm, yet despite some exceptions, convincing business to do the shift of paradigm from a purely economic growth model to a more sustainable paradigm has failed until now. Although marketing plays a major role in promoting sustainable production and consumption patterns, conventional marketing practices persist. This paper examines the fundamental reasons for the established economics and proposes a new kind of marketing for creating a more sustainable society. The paper begins with an overview of the current economic growth model in society, giving particular attention to the consequences of overproduction and overconsumption and to the sustainability issues of mainstream marketing. The second part examines the current state of corporate social responsibility (CSR) and the fundamental gap of coherence between CSR and marketing. The last part of the paper identifies sustainability marketing as a new orientation to help businesses successfully tackle environmental and social problems.Item O poder da assessoria de imprensa na saúde em portugal: organizações, protagonistas e técnicas entre 2008-2010(ISG, 2012) Ruão, Teresa; Lopes, FelisbelaMedia relations is a classic area in Public Relations. In the health sector, it is an essential tool to promote public health policies and to produce quality information to the general population. However, in Portugal, the conditions for the production of health information are controversial and there is a widespread feeling of dissatisfaction over matters of great ethical sensibility. In order to enlighten this debate, a group of researchers at the University of Minho has been developing a systematic study on the health news coverage in Portugal, since 2008 (Project “Disease in the News”, FCT). This paper is a longitudinal study on the press officers’ activities as health information sources in Portugal. The study was based on a systematic analysis of three newspapers, between 2008 and 2010, gathering 4 415 news articles. Then, the research was carried on in two stages: (1st) we tried to find out who are the sources of information in health news?; and (2nd) we looked to reveal how they became news sources? –, in order to answer our initial concern: what is the press officer’s role on the news coverage on health in Portugal?Item O marketing relacional sob a perceção do cliente no contexto do ensino superior: estudo exploratório(ISG, 2012) Filipe, Sandra; Barbosa, MariaThe aim of the present research is to identify the factors that lead to a satisfactory relationship between the customer and the organization in the context of Higher Education. In order to evaluate customer loyalty a questionnaire was applied to the students in the last year of Undergraduate Studies at the Aveiro University in Portugal. The answers to the interviews were analyzed using the textual content analysis.Item O espectáculo e o drama televisivo – uma abordagem sobre a informação televisiva portuguesa(ISG, 2012) Brandão, Nuno Goulart; Morais, InêsThe power that television takes today in society is undeniable. It surrounds us and determines our perception of reality, giving us the feel of everything that is happening in the world in real time. However, the dimension of the entertainment and drama marked on its content has been taking place in the grid of portuguese television programming in recent years, leading us to reflect on the impact this has on information. Then, and revealing a huge tendency for exploiting the viewer’s feelings in favor of high audience measurement, we must consider what effect does that have on society and how should be considered the journalist facing this context.Item Estratégias baseadas na arquitectura e processo de compra das marcas estudo de caso: relação entre a identidade e a imagem da marca AXA(2012) Brandão, Nuno Goulart; Cordeiro, Ana RitaToday, we live in a society characterized by hyper, where customers are increasingly demanding. For, having at their disposal a very diverse offering of products and brands, where access to information is plentiful, customers do not relate to the brands they do but by what they mean. For businesses it is imperative to build a brand that result in lasting relationships with consumers, enabling brands to gain competitive advantages. Considering that a mark can only be assumed by their identity, arises the need to create a system that handles the brand values it receives for the differentiation necessary to become distinct. This research aims to assess the relationship between identity and brand image AXA, since despite being distinct concepts are themselves complementary.Item Comunicação organizacional: implicações da comunicação downward e do feedback no engagment(ISG, 2012) Sampayo, Marta Mello; Silva, Sílvia Costa AgostinhoThis article aims to contribute to understanding the impacts of organizational communication in terms of quality of downward information, communication channels and feedback on work engagement. The literature reveals that the mobilization of employees through a greater involvement with the organization and the work contributes to a better organizational and individual performance. One way of achieving this mobilization is achieved by improving communication, making it easier for employees to understand the objectives of the organization and believe in their contribution to reach them. In this context this article focuses on the existing literature in this area and contributes to an understanding of downward communication and feedback emphasizing its effects on organizational involvement (voice) and promoting a greater connection to the organization and employees to work (engagement). This is of particular relevance since the implementation of research in this area will allow the implementation of programs to improve communication with impact for organizations and individuals to improve their performance and quality of life.Item A promoção da saúde e a sua articulação com o trabalho na organização pública(ISG, 2012) Castro, Ivani Nadir VieiraThis article aims to examine issues involved in health promotion and its articulation with the work in the public sphere, through programs developed at the School of Public Management (EGP) of Municipal Administration (SMA) – Municipality of Porto Alegre (PMPA) / RS / Brazil – from the Occupational Health department, with the prospect of bringing health practices and existing incentive programs (capacity building projects and qualification). We seek to do so, theoretical frameworks on the historicity of the promotion and health education as well as on work and health. It appears, from the results of this study that the implementation of projects that provide the server to reflect on their professional role and, consequently, become subject and active participant in front of the work process and health promotion is feasible and extremely important in public organizations.Item A Internet e a comunicação no mercado outdoor. Análise dos websites das empresas de publicidade exterior em Portugal(ISG, 2012) Lopes, Paula Bela Rosa Luis; Varela, Miguel Nuno Abreu; Carrillo Durán, Maria Victoria; Rosario, FilipeThe object of the present research is to study a group of Outdoor Advertising companies in Portugal. The main goal of this research is to analyze the websites of these companies which have a website with information about the different kind of outdoors. The specific goal is to understand what kind of information is on the website and to which is focused. The methodology applied to this research consists of quantitative analysis and content analysis of the websites of Outdoor Advertising companies. As result of this research is possible to group the number of companies to each categories of outdoors. The major number of websites focused the communication to the localization of the outdoors in the different Portuguese cities.Item A identidade e a imagem das relações públicas em Portugal(ISG, 2012) Gonçalves, GiselaPublic Relations industry in Portugal has been expanding in recent years. As public relations has matured as a profession questions related to the ethical and social impact of its activities must inevitably follow. This article examines the identity of public relations from the confrontation between two opposing theoretical perspectives on its role in society – the symmetrical view and the critical view. Through a qualitative study of public relations professional codes and media image of public relations activities in Portugal it is aimed to understand how these two theoretical perspectives show up in empirical reality. On the one hand, ethical codes appeals to “best practices” in the profession and emphasizes “truth, dialogue and the public interest” as core values of public relations. On the other hand, after a content analysis in 2004-2008 Portuguese newspapers it can be noticed that public relations has long been a popular target for criticism and widely connoted as soft propaganda and public opinion manipulation. Facing the paradox, the objective of this article is to argue that public relations professional legitimacy is closely linked to the defense and construction of an ethical identity in the public sphere.Item A estratégia do sitio no suporte à estratégia e-canal(ISG, 2012) Ferrão, FranciscoThe success of an Internet site depends on a well-defined E-Channel Strategy. This is based on the Site Strategy which reflects the objectives of the site, on the target segments of existing and potential clients and on how value propositions can be built to satisfy their needs.Item A comprehensive database for successful communication(ISG, 2012) Vieira, Nataliya Godinho Soaresonsidering globalization the Information and Communication Technology (ICT) becomes essential tool for providing information all over the world. The help of some online programmes is practically indispensable in certain services and areas where it is necessary to apply effective strategies to achieve specific goals in communication, overcome linguistic and cultural barriers, and avoid some misunderstandings that interfere with social interactions. This article presents a framework of theoretical and practical aspects related to the use of electronic corpora; demonstrates how the application of monolingual and bilingual corpora involve in the contact with authentic language use that helps to improve the level of language proficiency and achieve successful communication.Item The key role of european institutions in the bargaining process of the european energy market(ISG, 2012) Armada, FernandoIn this paper we focus our attention on the bargaining process of the third energy package. This process of negotiation took place between the first months of 2007 and mid 2009 and was promoted by the European Commission for the purpose of going forward in the liberalization and integration of European energy markets. We wish to find the conditions under which the third energy package was finally approved, and we propose that better coordination between some relevant actors favoured the position of those supporting the proposed reform. In order to reach our goals we identify the relevant actors, discuss its strategic alternatives, the outcomes related to its strategic combinations and finally we mention the actors’ preferences over possible outcomes.Item SME innovation in Poland – policy and Institutional Environment(ISG, 2012) Slupinska, MonikaInnovation of Polish economy as assessed by international institutions (OECD, EU) is below the average for EU- 27 although one must note the progress from the group of catching up countries to that of moderate innovators (2010). Summary Innovation Index (SII) for Poland is lower than the average for all the EU member states but its growth rate is higher than the EU average. Monitoring of innovation indexes for Polish economy does not give a clear-cut picture of the progress made as changes follow different directions. Dynamics of innovation outlays is one among positive symptoms. Businesses operating in Poland allocate more and more resources for innovation. Small and medium-sized enterprises (SME) constitute the core of Polish economy. They represent 99.8% of all economic operators, employ 70.1% of the working population, generate 47.7% of the GDP and become increasingly active in innovation. When it comes to the latter one of its key conditioning factors are innovation policy pursued by the state and institutional environment. That environment consists of the network of training and advisory centres, technology transfer centres, incubators, technological parks and financial instruments that support enterprise and innovation. The main objective of the paper is to study the institutional environment and state policy as fundamental factors that impact the increase in SME innovation in Poland.Item Situação jurídica laboral – notas para a definição de um paradigma(ISG, 2012) Mello, Alberto de Sá eAccording to the traditional legal doctrine, the “labour situation” is said to be based on a correlation between the worker and the employer, founded on an individual contract. This notion is insufficient to explain the current concept that sees the employee as a nuclear piece of the modern employer’s organisation.Item Investigation of Public Sector Efficiency within Selected European Regions(ISG, 2012) Valovská, ZlataIt is evident that public sector is one of significant factors affecting an economic and social situation in particular countries (regions), and therefore the measuring of public sector efficiency has received a more attention in recent years. The current situation of the world economy requires a proper and efficient use of public resources. The measuring of public sector efficiency is difficult and an understanding current level of public sector efficiency is a prerequisite to understanding what saving might be possible in the future. There are several approaches that can be used to identify both efficient and inefficient activities in the public sector. The article is focused on investigating the public sector efficiency within selected European regions on the base of data from international databases (World Bank, Eurostat, WEO database) in the years of 1994-2009. From the methodological point of view, there are used several approaches for measuring a public sector efficiency of European regions including simple methods (public sector performance (PSP) and public sector efficiency (PSE)) and mathematical method such as Data Envelopment Analysis (DEA). The article outlines the existence of significant differences in the level of public sector efficiency within the selected European regions in time period.Item Integrating CSR in the SMEs strategies(ISG, 2012) Chirlesan, DanCorporate Social Responsibility (CSR) was long viewed as a costly or charitable measure on the shortrun but now it is an asset worth having on the long-run. Having investigated the origins, current status and trends of the CSR concept, we could state that, despite being a relative recent practice, CSR has been implemented worldwide at a stunning velocity. The business environment considers it a “must-have” in the company’s strategy in order to succeed. In the last few years, we noticed that, for the first time, large firms are not anymore in the spot light of public’s attention and government’s actions when promoting CSR as a strategic key element. It seems like the majority group of SMEs get almost all the attention, given their specific organizational and company culture as well as the restrictions applied to them by the economic environment. This paper aims at highlighting the core meaning, the advantages and the direction of specific practices regarding CSR in a company in general, and more specific in SMEs. Moreover, the paper analyses the extent of the integration process of this key-element in the Romanian SMEs.Item Integrated information systems in polish SME sector(2014) Ordysinski, TomaszAs shows statistical data and Author’s personal experience, only 10% of Polish SME managers understands the idea of Integrated Information Systems (IIS) and is aware of potential benefits. Giving some business trainings for middle level management (focused mainly on company controlling functions) Author found that participants knew the ERP only as the name and most of them were convinced, that they are using such a solution in their enterprises. The idea of training was to present today top ERP (Enterprise Resource Planning) solutions in the form of professional presentation given by SAP Business One, Microsoft Dynamics AX and Polish most commonly used Comarch CDN Optima. The goal of this article is to present basic knowledge concerning Integrated Information Systems in the domain of its evolution, implementation methods and present situation of ERP usage among SME.The final part is a case study of ERP system selection process for metal construction company in Szczecin (Poland).Item How easy is making trade across borders? A comparasion between Korea and Turkey(ISG, 2012) Sen-Tasbasi, AsliEach economy has its unique circumstances that require numerous variables to take into consideration for a sound comparative analysis. Comparing Korean and Turkish economies in particular demonstrate the importance of trade policy differentials. Both countries have followed restrictive trade policies during the 1950s and started the planning development strategy during early 1960s. However, they ended up with different trade openness and economic development levels by the 1990s. Korea shifted from import substitution to export promotion in the early l960s, while Turkey continued the import substitution policy until 1980. This study is a snapshot comparison between Korean and Turkish economies in terms of how easily each one trades with the rest of the world today, taking into account trade regulation indicators such as number of documents, time and cost required to export and import. Using the World Bank’s Trading Across Borders data, we find that procedures necessary to export and import seem in favour of Korea with respect to Turkey both in terms of duration and cost subcategories.Item Future marketing means social networks(ISG, 2012) Bodnárová, Bianke; Varela, Miguel Nuno Abreu; Hudacková, VeronikaThere are many trends in today’s social behavior, among others we would like to highlight that people prefer more and more faster communication channels like social networks. Social networks are determinant of technical development in IT starting in the 20th century. All of different kind of social networks are popular and include an huge number of users, that means power and opportunity to promote for companies. Future marketing means social networks.