RESEARCH CENTER

In 2003, the Group for Organizational Studies (GEO, in Portuguese Grupo de Estudos Organizacionais) was created at the Centro Universitário Unihorizontes, which in 2006 was restructured and changed to NUPEC, constituting a support center for the Research, Strategy and Competitiveness research line. NUPEC provides the basis for the following research axes and themes:

a) Strategy;

b) Relationship with the market and society;

c) Innovation management;

d) Social innovation.

CONCENTRATION AREA: Organization and Strategy

LINE OF RESEARCH: Strategy, Innovation and Competitiveness

COORDINATED BY: Prof. Caissa Veloso e Sousa, D.Sc.

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PROJECT: Analysis of Social Marketing actions and their impact on the well-being of the population

ABSTRACT: This project is within the scope of social marketing, aiming to analyze how marketing strategies are promoted by the government and by non-governmental organizations, with the aim to improve social well-being, in several aspects. The well-being of citizens is a matter of governmental interest, both in terms of the context of the citizens themselves and the government. In this sense, the researchers of this project selected some causes that are of interest to society and for which they have expertise in the development of analytical instruments. The previously selected causes are: alcohol and drugs, breast cancer, tobacco consumption, blood donation, organ donation, responsible ownership of animals, protection of children and adolescents, safe traffic. As a general objective, we intend to identify and analyze the main factors that influence individuals to adopt socially desirable behaviors, based on social marketing strategies promoted by government agencies. Specifically, the aim is to: identify the convincing elements that sensitize individuals to adopt socially desirable behaviors; identify the persuasive elements that influence individuals to adopt socially desirable behaviors; build analytical models that represent the relationships between the factors that influence the intention for the adoption of socially desirable behavior; to present contributions about the social marketing strategies adopted in favor of the proposed causes; identify socio-demographic differences that may justify the adoption of different strategies between substrates of the population. The methodology will be based on metrics of qualitative approach (interviews and projective techniques) and quantitative, which will allow data triangulation.

COORDINATED BY: Caissa Veloso e Sousa

MASTER’S STUDENTS: Glauco Thadeu Correa Silva; Hugo Viol Faria; Matheus Eduardo Rhemann Dias da Silva; Rodrigo Genoves Varanda

EXTERNAL PARTICIPANTS: Christienne Lopes da Silva; Italo Pacheco Gomes Caixeta; Tiago Setebrine de Oliveira

FUNDING BY: CNPq (Research Productivity Scholarship)

BIBLIOGRAPHICAL PRODUCTION: click here

PROJECT: Consumer Behavior from traditional marketing to digital marketing

ABSTRACT: This project aims to continue the previous that precedes it: Strategy and Marketing in an Innovation Environment. Especially after the second half of the twentieth century, economic and social transformations have been observed that impacted on several aspects, both in the daily lives of individuals and in organizations. In this context, since the 1970s, countries in different parts of the world have shown political, economic and social transformations. These transformations direct the behavior of individuals towards an adaptation aimed at consumption and the acquisition of goods in order to meet personal desires. The opening of the national market to the world awakens a positive reflection on the possibility of expanding the offer of jobs and offering diversified products. Considering this scenario, discussions about the role of marketing, as well as organizational strategies, go through a historical and differentiating context, which must consider not only organizations, but society and the individual, as entities present in the transformation process. Such arguments give rise to the development of four questions, which guide the project, namely: i) how are strategies formulated in contemporary organizations?; ii) how are the relations of consumption and production in the contemporary and innovation scenario ?; iii) is it possible to analyze the phenomena that permeate consumer relations, from interdisciplinary and transdisciplinary approaches, from different, yet complementary methodologies? iv) how can social marketing contribute to an improvement in social well-being? It is expected that studies initiated from this project will include qualitative and quantitative research approaches, in addition to metrics that allow triangulation in the exposure of the same phenomenon, or similar phenomena. In this sense, in addition to studies involving interviews (individual or in groups) this study will use observation and projection techniques to identify phenomena related to Marketing and Organizations.

COORDINATED BY: Caissa Veloso e Sousa

MASTER’S STUDENTS: Cristina Prezoti; Fabiano Soares dos Santos; Patricia Adelaide Guimarães.

PROFESSOR: Helena Belintani Shigaki

EXTERNAL PARTICIPANTS: Alexandre Gomes Nick; Daniele Teixeira Vieira Hott, Luciana Alves Rodas Vera.

FUNDING BY: FAPEMIG (Master and Doctorate Scholarship)

BIBLIOGRAPHICAL PRODUCTION: click here

PROJECT: Entrepreneurship in Minas Gerais from multiple perspectives

ABSTRACT: This project comprises a continuation to the previous that precedes it: “Entrepreneurship in Minas Gerais”. The concept of entrepreneurship has been gaining different contours in the literature, depending on the use of the term in an economic, social or cultural context. Based on this assumption, entrepreneurship has different aspects of analysis. Thus, the objective of this research project is to describe and analyze the mental models, the managerial, strategic, international, creative and historical trajectory of entrepreneurs in Minas Gerais and their companies. This research project allows to study the aspects that cover the life trajectory of entrepreneurs, cultural entrepreneurship, creative entrepreneurship, entrepreneurial skills, social entrepreneurship, entrepreneurship and mental health of entrepreneurs, among other equally important themes. For this purpose, quantitative and qualitative data collection methods may be used. Such surveys may have exploratory, descriptive, interpretive, explanatory functions, among others, depending on the phenomenon that will be under investigation.

COORDINATED BY: Marlene Catarina de Oliveira Lopes Melo

MASTER’S STUDENTS: Marcelo Manoel da Costa; Karine Cristine Brandao

PROFESSORS: Wendel Alex Castro Silva; Maria Elizabeth Antunes Lima; Luciano Zille Pereira; Caissa Veloso e Sousa

BIBLIOGRAPHICAL PRODUCTION: click here

PROJECT: Marketing, Strategy and Innovation determining competitiveness in Industry 4.0.

ABSTRACT: The academic and business literature have been intensively exploring the themes of Marketing, Strategy and Innovation, especially in the last three decades. In this context, several frontiers of these themes are becoming protagonists as subjects and objects of studies. With the intensification of economic, social changes, environmental impacts and especially of technology in the most advanced countries, but with repercussions all over the world, the need emerges to contextualize these themes in order to orient their actions towards competitiveness and sustainability. The current evolution of technology is evidenced by a change in products, services and solutions, making it possible to predict relevant impacts in these dimensions. This phenomenon is called the New Industrial Revolution, Industry 4.0. It is in this context that this research project is established. The general objective is to propose and analyze a model capable of contributing to the generation and dissemination of knowledge in Marketing, Strategy and Innovation as determinants of sustainable competitiveness in the Industry 4.0 environment. Therefore, it is intended to elect a business sector with this profile, applying a dual research methodology: qualitative and quantitative. For qualitative approach, cutting edge information processing Technologies will be used; for the quantitative approach, statistical criteria for the validation of constructs and variables will be used. As a result, it is expected to find consistency between contents and evaluations of foreign and Brazilian literature and the reality manifested by companies from Minas Gerais.

COORDINATED BY: José Edson Lara

MASTER’S STUDENTS: Claudia Maria Araujo Esteves; Felipe Alvim Quinet de Andrade; Flavia Duarte Carvalho Torres; Gustavo Samuel Cunha; Julio Cesar da Costa; Rodrigo Henrique Aloe; Sandoval Moura Silva Junior; Sarah Dantas Rabelo Mota; Valter Rodrigues Ferreira; Waltinho Edijan Alves; Wellington Goncalves de Castro

PROFESSORS: Gustavo Rodrigues Cunha; Hudson Fernandes Amaral; Wendel Alex Castro Silva

BIBLIOGRAPHICAL PRODUCTION: click here

PROJECT: Market intelligence in contemporary marketing management to obtain sustainable competitive advantage

ABSTRACT: The current market context has presented challenges for contemporary marketing management in organizations, demanding dynamism, speed and assertiveness in decision making. Starting from the theoretical model of Faluba, Soares and Shigaki (2018) and considering that contemporaneity is, according to Aganbem (2009), a singular relationship with time itself, requiring an impartial observation to better understand this process of constant disconnection, this project aims to answer the following problem question: how does market intelligence promote impact and develop a long-standing organization? In order to address the guiding question, the specific objectives are: (a) understand the role of market intelligence in formulating strategies; (b) understand how the digital transformation is changing business models and their organizational strategies, and (c) analyze how companies set their standards to understand the context in which they operate.

COORDINATED BY: Helena Belintani Shigaki

MASTER’S STUDENTS: Wellington Gonçalves de Castro; Joice Batista Maciel Lopes; Isabella Cardoso Amaral; Murilo Cautiero Abi Acl; Bianca Virginia Rodrigues De Freitas; Valter Rodrigues Ferreira; Priscila Lacerda de Souza Samper.

BIBLIOGRAPHICAL PRODUCTION: click here