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Two Leptolyngbya-like cyanobacterial strains were isolated from two marine benthic environments on the Brazilian coast. These strains were cultured and characterized based on their morphology, molecular, and ultrastructural data. The two taxa were identified mainly by 16S rRNA gene phylogeny and 16S-23S ITS secondary structures since their morphology is similar to members of Leptolyngbya senso lato. The phylogenetic analysis indicated that our strains belong to Euryhalinema genus (Leptolyngbyaceae), with one strain close to type species E. mangrovii AP9F (MK402979), and the other described as a new species, E. epiphyticum sp. nov. Morphologically, both strains form green mats, had trichomes without sheath, and their thylakoid disposition is the same as described for Leptolyngbyaceae. The secondary structures Box B and D1-D1’ of the internal transcribed spacer (16S–23S ITS) also corroborated our proposal of the new species E. epiphyticum. These findings constitute the first description of a new-to-science species for this genus outside Indian marine environments. Also, it expands the knowledge on Euryhalinema systematic.

A definição de estratégias de preço promocional eficientes é fundamental para atrair consumidores, gerar receita e otimizar a lucratividade das organizações. Pesquisas empíricas sugerem que, na América Latina, as vendas de produtos em promoção atingem 50% do faturamento de empresas varejistas e que menos da metade dessa receita geram incremento de volume que compensem os investimentos, tanto no curto quanto no longo prazo. As estratégias de preço promocional são amplamente utilizadas no Brasil, especialmente por varejistas que atuam com frequentes e profundos descontos temporários no preço de venda. Olhando para dentro das organizações varejistas, pesquisas anteriores apontam que as empresas e suas respectivas lideranças estão tomando decisões de forma intuitiva e entrando em guerras desnecessárias de preço e descontos. Assim, o objetivo principal desta pesquisa é verificar qual decisão de preço promocional impacta na percepção de preço dos consumidores e aceleram as vendas. Estudos anteriores sugerem, por meio de experimentos realizados em laboratório, que promoções de “compre e ganhe” são mais atrativas do que descontos. Por exemplo, “compre 3 e ganhe 1” atrai mais atenção do que “compre 3 e ganhe 33% de desconto”, repare que o valor monetário de ambos é o mesmo. Entretanto, será que essa conclusão pode ser generalizada em outras estratégias de preço promocional? Esta pesquisa, elaborada por meio de três experimentos de campo, avaliou o desempenho de venda de quatro mecânicas promocionais versus um grupo de controle de preço regular, ou seja, sem desconto. Posteriormente, verificouse se existia diferença, para os consumidores, entre as estratégias de preço “Leve 3 Pague 2” e “Leve 1, Leve 3” com 33% de desconto em cada unidade. Diferentemente do experimento realizado em laboratório, os resultados sugerem que não existe diferença na percepção de preço entre as duas formas de precificar. Esse resultado provoca implicações gerenciais para otimização da lucratividade e sinaliza a necessidade de novas pesquisas sobre preço promocional. The definition of efficient promotional pricing strategies is essential to attract consumers, generate revenue and optimize the profitability of organizations. Empirical research suggests that, in Latin America, sales of promotional products account for 50% of the revenue of retail companies, and less than half of this revenue generates an increase in volume that compensates for investments both in the short and in the long term. Promotional pricing strategies are widely used in Brazil, especially by retailers that operate with the Temporary Price Reduction and Multi-buy pricing model. Looking inside the retail organizations, previous studies show that companies and their respective leadership are making decisions intuitively and entering unnecessary price wars. Looking outside organizations, previous studies indicate the need for constant updating and understanding of consumer behavior, especially in promotional pricing strategy area, as this research front is still little explored with field experiments. Thus, the main objective of this research is to verify which promotional price decision impacts consumers' perception of price and, consequently, accelerates sales. Previous studies indicate that laboratory experiments suggest that buy-and-win promotions are more attractive than discounts, for example, “buy 3 and get 1 free” gets more attention than “buy 3 and get 33% off”. Note that the monetary value of both is the same. However, can this conclusion be generalized or applied? Our research, carried out through three field experiments, evaluated the selling performance of 3 promotional mechanics versus a regular price control group, i.e., no discount. Subsequently, we verified whether there was a difference, for consumers, between the “Get 3 Pay 2” and “Buy 3” pricing strategies with a 33% discount on each unit. Unlike the experiment carried out in the laboratory, the results suggest that there is no difference in price perception between the two pricing methods. This result has managerial implications for optimizing the profitability of organizations and signals the need for further research on promotional pricing.