Design of design: Learning dynamics in design degree

Though different College’s curriculums in Design point to different objectives, there may be low awareness about different stakeholder’s real needs in issues like design relevance, planning, production, marketing, selling and recycling of designed products. The curricular programs include the approximation of the Design students (DS) to the job market with the purpose of professional success. However, the labor-market-approach focus must also include the challenge of entrepreneurship, based on the transformation of DS projects into competitive products. Having in mind the relevance of the analysis of DS entrepreneurship predisposition, and the need to stimulate this target to transform the DS skills in order to develop business, this paper intends to: (1) profile the DS regarding their entrepreneurial competencies and capabilities, and (2) to know how to tailor Design curriculum and proposing tools (Canvas) in order to develop/align new DS skills for development/implementation of business projects.info:eu-repo/semantics/acceptedVersio

Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels

This article examines whether emotional or rational advertising appeals are more effective for website hospitality services. Specifically, it considers how attitudes towards websites, service expectations and attitudes towards boutique hotels may influence the two different types of advertising appeals and purchase intention. Results show that websites using emotional appeals tend to show a positive relationship between attitude towards hotels and attitude towards websites and purchase intention. It also indicates that emotional advertisements are better at gaining and retaining interest and attention, and as such can be highly beneficial for small boutique hotels. This article provides several marketing and business policy implications to aid practitioners and strategists in making better decisions

Representações sociais do medicamento genérico por consumidores residentes em Natal, Rio Grande do Norte, Brasil Social representations of generic drugs by consumers from Natal, Rio Grande do Norte, Brazil

O trabalho objetivou determinar os núcleos central e periférico das representações sociais do medicamento genérico por consumidores, estabelecendo mecanismos que poderão ser utilizados no aprimoramento da política desse tipo de medicamento no Brasil. A pesquisa foi realizada no período de abril de 2002 a fevereiro de 2003, na Cidade do Natal, Rio Grande do Norte, com quatrocentos consumidores. O teste utilizado foi o de associação de palavras, e o estímulo indutor, as palavras medicamento genérico. Foi solicitada a evocação de três palavras, de acordo com a estratégia de acesso ao Núcleo Central de Vergès. A análise dos dados foi realizada com o auxílio do programa EVOC 2000 e da análise de conteúdo preconizada por Bardin. Os resultados demonstraram que o núcleo central era composto pelas categorias preço, qualidade e equivalência farmacêutica, e o sistema periférico, representado pelas categorias opção, eficácia, governo, benefício social e acessibilidade.<br>This paper aimed to determine the central and peripheral roles of consumers' social representations concerning generic drugs, establishing mechanisms that could be used to improve policies for this type of medication in Brazil. The research was done from April 2002 to February 2003 in the city of Natal, Rio Grande do Norte, with 400 consumers. The study employed the word association test with the words "generic drug" as the inductive stimulus. Evocation of three words was requested, according to the access strategy to Vergès' Central Nucleus. Data analysis used the EVOC 2000 software and the content analysis proposed by Bardin. The results demonstrated that the central nucleus consisted of the categories price, quality, and pharmaceutical equivalence, while the peripheral system was represented by the categories option, effectiveness, government, social benefit, and accessibility

Society or the environment? Understanding how consumers evaluate brand messages about corporate social responsibility activities

This research examines how and why consumers evaluate brand messages about corporate social responsibility (CSR) activities differently. Insights from secondary data suggest that brands may prioritize environmental activities over social activities, and vice versa, depending on the type of company. Using a field experiment and surveys, we explore whether consumers’ attitudes toward these brand decisions follow company priorities. We find that consumers perceive brands that sell goods and communicate messages about environmental sustainability activities more positively than services companies, while consumers perceive brands that provides services and communicate messages about social sustainability activities more positively than goods companies. We show that the tangibility of the brand’s offering also impacts brand attitudes in a similar way. These findings have important implications for brand managers as they communicate CSR activities and attempt to maximize sustainability investments across various causes