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O Marketing, no decorrer dos anos, vem passando por transformações. Sendo possível encontrar algumas classificações no que se refere a evolução das Eras do Marketing. O objetivo geral desta pesquisa foi de analisar em qual estágio da Era do Marketing se encontram as farmácias, localizadas no município de Prudentópolis. No que se refere a classificação da pesquisa, esta é considerada qualitativa, exploratória e estudo de multicasos. Foram coletados dados por meio de entrevistas estruturadas, realizada em três farmácias. Pode-se perceber que duas farmácias se encontram no estágio da Era no Marketing e outra farmácia está em fase de transição da Era do Marketing para a Era do Mercado.

Purpose This paper aims to describe how the technology forecast process occurs at a technology-based company named Daiken, a Brazilian electronics industry, located in the state of Parana. The study helps to clarify the context that tech-companies in Brazil face when trying to forecast new technologies. Design/methodology/approach The paper opted for a case study, in a qualitative and descriptive approach. Primary data were collected through a semi-structured interview and non-participant observation. Secondary data were generated through documentary research. Findings Outcomes indicate that, for the studied case, technology forecast practices are adopted in an informal and unsystematic way, best aligned to the nature of competitive intelligence. Research limitations/implications Because of the chosen research approach, the results may lack generalizability. Therefore, researchers are encouraged to test the propositions further. Practical implications The paper includes implications for the adjustment of technology forecast tools to the reality seen in emergent nations like Brazil. Originality/value This paper fulfills an identified need to study how to conduct the technology forecast processes in small and mid-tech-companies in Brazil.

Diante do atual ambiente mercadologico, marcado pela dificuldade de sobrevivencia e manutencao de empreendimentos, a empresa X, localizada na cidade de Irati-PR, pode ser considerada um caso de sucesso. Ela atua a mais de um seculo no mercado gastronomico e realizou, ao longo do tempo, expansoes fisicas e no mix de produtos e servicos oferecidos, possibilitadas pela capacidade de desenvolvimento de competencias e estrategias direcionadas a cada contexto. Os recursos, vistos como ativos tangiveis e intangiveis, e as competencias geradas pelas organizacoes podem ser considerados fonte de diferenciacao e, desta forma, sao capazes de justificar o sucesso alcancado em determinado cenario. Em decorrencia disso, este estudo, baseando-se nas consideracoes teoricas da Visao Baseada em Recursos (VBR), buscou identificar os recursos e as competencias desenvolvidas pela empresa X que geram vantagens competitivas e possibilitam a sua continuidade e desenvolvimento em um cenario de poucos incentivos e possibilidades. Para tanto, foi efetuada uma pesquisa qualitativa, classificada como descritiva e exploratoria. A operacionalizacao se deu por meio de um estudo de caso, onde foram realizadas observacoes nao participantes com o intuito de compreender as questoes relacionadas ao ambiente interno, a pratica de trabalho e a relacao dos empreendedores com as atividades e com os colaboradores da organizacao, e entrevistas semiestruturadas cujas questoes foram aplicadas aos proprietarios da empresa, responsaveis pelas decisoes estrategicas, tambem com o objetivo de entender a dinâmica do ambiente interno organizacional. As entrevistas foram gravadas e transcritas e das observacoes procederam-se anotacoes sob forma de diario de campo. Os dados obtidos foram interpretados conforme a metodologia da analise de conteudo e os recursos e competencias identificados foram divididos em financeiros, fisicos, organizacionais e individuais e posteriormente foram submetidos a classificacao segundo o metodo VRIO proposto por Barney e Hesterly (2007). Os resultados da pesquisa apresentaram como recursos e competencias que proporcionam vantagens competitivas sustentaveis, a localizacao, a cultura, a tradicao, a baixa rotatividade de parte dos funcionarios e a dedicacao dos colaboradores, o que possibilitou a conclusao de que alguns fatores estao intrinsecamente relacionados aos recursos humanos organizacionais, que, devido a uma politica informal estabelecida e nem sempre percebida pelos socios proprietarios, desenvolvem dedicacao e motivacao para a continuidade no oficio desenvolvido. Ademais, a localizacao, que facilita um grande fluxo de consumidores; a cultura familiar aberta a mudancas e de proximidade entre os membros; e a tradicao constituida no decorrer de 100 anos de atuacao, sao fatores de dificil imitacao o que os torna potenciais fontes de destaque organizacional.

The purpose of the study presented in this article was to identify and summarize the sustainable practices adopted by producers of the red ceramic in a process of extraction and transportation of clay in a specific region. Initially designed as descriptive, the research combines bibliographic review with data collection, followed by qualitative and quantitative methods. The study sample was collected by interviewing the traditional producers located around Brazilian town of Prudentopolis in the state of Parana, Brazil. The article reveals the factors of economic, environmental and social impact of the industry as well as emphasizes the problematic aspects of relationships between production companies and local communities. The red ceramic industry is a significant part of the economic landscape in several a small municipality in the state of Parana. Even though the activities of clay extraction and transportation are inherently harmful for environment, local producers’ practices include recuperation techniques that somewhat allows to mitigate the consequences of the landscape degradation in a long run. The study revealed an environmental concern among companies’ managers and their conscious incentives to apply those recuperation measures. At the same time, we had to observe that a whole complex of the necessary activities was not implemented by any of the observed companies. The social impact of the industry is emphasized by its noise and pollution that causes tensions between companies and affected communities. Shortage of manual labour in the region can also be included into the list of socially determined challenges of the industrial actors.

Technology business incubators (TBI) are considered an alternative for promoting entrepreneurship, innovation, employment and income generation, the maintenance of companies and consequently, local and regional development. However, despite the high number of incubators and investment made, the initiatives to assess the results of incubators are limited; little is known about the success of these in supporting the creation and development of new businesses. Within this context, this research analyzed the performance of technology business incubators located in Brazil. According to the proposed objectives, this research is of an exploratory, descriptive and analytical nature, in a quantitative approach that used a survey as a research strategy, obtaining a sample of 97 incubators researched, in a universe of 112 technology business incubators. Through the data analysis, it can be concluded, according to the results presented by the TBI surveyed, that these are beneath the fulfillment of the objectives that they propose so that they are not contributing effectively to the local and regional development. Thus, it is suggested that the TBI's managers reflect on the real reasons why the researched organizations are not achieving the purposes that justify their existence.

Social responsibility, in the business context, is the focus of study and attention of companies in various fields of activity. This concern, which is necessary for the promotion of community development, is also a key element in the competitiveness issue among organizations, since it can determine the much sought-after differential in the consumer market. In this way, the present research seeks to know and analyze the main lines of action and directives of work in corporate social responsibility undertaken by companies of the banking sector, considering the actions developed by five banks. Through the analysis of banks' sustainability reports and the search for information in other sources of secondary material, it was observed that the social responsibility actions reside in five main axes of work, arranged in order of importance and volume of investments, namely: access to education; environmental risk management and waste control; support for culture and sport; ethics and corporate transparency and financial inclusion. Each one seeks to influence and produce impacts on different target groups, with the aim of stimulating the development and reduction of the most urgent social inequalities. A responsabilidade social, no contexto empresarial, é o foco de estudo e de atenção de empresas de vários ramos de atuação. Esta preocupação, necessária para a promoção do desenvolvimento das comunidades, é também um elemento-chave na questão de competitividade entre as organizações, uma vez que pode determinar o diferencial tão buscado no mercado de consumo. Desta forma, a presente pesquisa busca conhecer e analisar quais são as principais linhas de ação e diretrizes de trabalho em responsabilidade social empresarial empreendidas por empresas do setor bancário, considerando as ações desenvolvidas por cinco bancos. Através da análise de relatórios de sustentabilidade dos bancos e busca de informações em demais fontes de material secundário, observou-se que as ações de responsabilidade social residem em cinco principais eixos de trabalho, dispostas em ordem de importância e volume de investimentos, a saber: acesso à educação; gestão de riscos ambientais e controle de resíduos; apoio à cultura e ao esporte; ética e transparência empresarial e inclusão financeira. Cada qual busca influenciar e produzir impactos em públicos-alvo diferentes, com o intuito de estimular o desenvolvimento e a diminuição das desigualdades sociais mais urgentes.

This manuscript describes how the perception of the importance of Clusters of Small and Medium Enterprises is increasingly evident in developing countries because they affect populations attached to the Base of the Pyramid. This force becomes fundamental when linked to organizational changes, based on the perception of sustainability in companies, which in turn influence changes in the communities at the base of the Pyramid. This research also identified and proved the influence of changes related to sustainability practices, as well as of the Innovation Strategies in the design of these transformations, in a Cluster of the garment industry in Paraná - Brazil.