Resumo Objetivo: Analisar a influência das estratégias de marketing sobre o processo de internacionalização das franquias brasileiras considerando os diferentes estágios que estas se encontram na atuação internacional. Metodologia: Pesquisa qualitativa, de caráter exploratório, sendo desenvolvidos três estudos de caso com redes de franquias brasileiras do segmento de calçados e vestuário: duas empresas com participação ativa e uma com alto envolvimento no exterior. Seis diretores e gerentes de marketing dessas empresas foram entrevistados. Resultados: Verifica-se que as redes de franquias entrevistadas praticam a padronização do seu marketing mix, mas possuem menor preocupação com as atividades de coordenação, concentração e integração dos movimentos de marketing. Contribuições: Recomendações para gestores em diferentes estágios de internacionalização e um conjunto de sugestões para futuras pesquisas sobre o uso das estratégias de marketing e marcas em mercados emergentes.

Abstract Purpose: This paper aimed to analyze the influence of marketing strategies on the internationalization process of Brazilian franchises. The objective was to identify the marketing strategies used by Brazilian franchises during different stages of their internationalization processes and to analyze these strategies according to the Global Marketing Strategy (GMS). Design/methodology/approach: The paper adopted a qualitative research methodology based on three case studies developed in Brazilian franchises in the footwear and apparel sector: two companies with active involvement and one with commitment involvement abroad. Six directors and marketing managers of these companies provided statements regarding the internationalization process and marketing strategies. Findings: The Brazilian franchises are on the path towards standardizing their marketing mix, but they are still a long way from leading their business actions to the four final dimensions of the GMS: concentration and coordination of marketing activities, integration of competitive movements and participation in the global market. Secondly, we performed a comparative analysis of the three case studies considering active and commitment involvement. Originality/value: This study innovates using the GMS to analyze the internationalization processes of Brazilian franchises in different stages, and it emphasizes the dimensions that should be subjects of planning for firms that are preparing to grow their franchising business models abroad.

The aim of this study was to evaluate the effect of fractions obtained from the plant Jacquinia macrocarpa against phytopathogenic fungi Aspergillus flavus, A. parasiticus and Fusarium verticillioides. The powder of the dried plant materials was extracted with methanol (70 % v/v) and partitioned with hexane, ethyl acetate, and n-butanol. The most active fraction against the radial growth of the fungi was further fractionated by silica gel chromatography. The fraction from J. macrocarpa partitioned in n-butanol (BF) showed the highest antifungal activity against the three fungi. Sub-fraction F5.4 completely inhibited the growth of F. verticillioides, whereas the radial growth of A. flavus and A. parasiticus was inhibited 70 % and 64 %, respectively. Spores germination of A. parasiticus and F. verticillioides was inhibited 7.8 % and 11.8%, respectively. The lengths and diameters of hyphae of the three fungi were smaller than those of controls. Spore diameters of the Aspergillus species were reduced, while spores of F. verticillioides were not affected. The spore viability of A. flavus, A. parasiticus and F. verticillioides was reduced 40.7 %, 44.8 % and 46.3 %, respectively. Fraction F5.4 significantly inhibited the development of the three fungi, mainly F. verticillioides.

El objetivo de este estudio fue evaluar el efecto de fracciones obtenidas de la planta Jacquinia macrocarpa contra los hongos fitopatógenos Aspergillus flavus, A. parasiticus y Fusarium verticillioides. Polvos de la planta deshidratada fueron extraídos con metanol (70 % v/v) y particionados con hexano, acetato de etilo y n-butanol. La fracción con mayor actividad contra el crecimiento radial de los hongos fue adicionalmente fraccionada por cromatografía en sílica gel. La fracción particionada en n-butanol (BF) mostro la mayor actividad antifúngica contra los tres hongos. La sub-fracción F5.4 inhibió el crecimiento radial de F. verticillioides completamente, mientras que el de A. flavus y A. parasiticus fue inhibido en 70 % y 64 %, respectivamente. La germinación de esporas de A. parasiticus y F. verticillioides fue inhibida en 7.8 % y 11.8 %, respectivamente. La longitud y el diámetro de las hifas de los tres hongos fueron menores que los de los controles. El diámetro de las esporas de las especies de Aspergillus fueron reducidas, mientras que las esporas de F. verticillioides no fueron afectadas. La viabilidad de A. flavus, A. parasiticus y F. verticillioides fue reducida en 40.7 %, 44.8 % y 46.3 %, respectivamente. La fracción F5.4 inhibió el desarrollo de los tres hongos significativamente, principalmente a F. verticillioides.

Neste estudo procuramos determinar a satisfação e a percepção de mudanças específicas resultantes da participação num programa de treino metacognitivo e da cognição social (TMSC) para pessoas com Esquizofrenia. Participaram 21 participantes com diagnóstico de Esquizofrenia responderam a um inquérito por questionário de administração direta com questões abertas, realizado a meio e no final do TMCS. A partir das categorias (1) Satisfação com o programa, (2) Reestruturação sócio-cognitiva e (3) Mudanças na relação eu-outro, verificamos que o programa é relevante, tem potencial para introduzir mudanças na relação com os outros e parece otimizar a cognição social. Os aspectos negativos apontados estão relacionados com a duração do programa e das sessões, e com a linguagem utilizada.

This study aimed to understand the satisfaction and the perception of specific changes triggered by the participation in a metacognitive and social cognition training program (MSCT) for people with Schizophrenia. Participed 21 participants with a diagnosis of Schizophrenia answered a questionnaire of direct-response with open ended questions applied in the middle-term and at the end of the MSCT. Based on the categories (1) satisfaction with the program, (2) social cognitive restructuring and (3) Changes in the self-other relationship, we found that the program was considered to be relevant, had the potential to improve relationships with others and facilitated the enhancement of social cognition. The most important negative aspects mentioned were the duration of the program and sessions, and the specific language used.

En este estudio hemos tratado de determinar la satisfacción y la percepción de los cambios específicos que resulten de la participación en un programa de entrenamiento metacognitivo y de la cognición social (TMSC) para las personas con esquizofrenia. 21 participantes con diagnóstico de esquizofrenia respondieron a un cuestionario de administración directa con preguntas abiertas, realizadas en el medio y al final de TMCS. A partir de las categorías (1) satisfacción con el programa, (2) reestructuración socio-cognitiva, y (3) cambios en la relación yo-otro, constatamos que el programa es relevante, tiene la posibilidad de introducir cambios en la relación con los demás y parece optimizar la cognición social. Los aspectos negativos se refieren a la duración del programa y de las sesiones, y la terminología utilizada.

En el presente trabajo se sintetizan las experiencias obtenidas para el rediseño y adecuación de métodos estandarizados para el cultivo y exposición controlada de Lolium multiflorum, Raphanus sativus, Tradescantia pallida y Vicia faba con el objeto de utilizarlos como bioindicadores activos de calidad del aire en las ciudades de La Paz y El Alto.