O vitrinismo mediando racionalidades gerenciais modernas
AUTOR(ES)
Rodrigo Rangel Zaweriusckha Costa
DATA DE PUBLICAÇÃO
2004
RESUMO
The main aim of this research is to analize the participation of mediation of Vitrinismo in the modern managerial rationalities. Itâs focused the need of a deeper knowledge about the influence of communication through the "Vitrinismoâ as a mediator rationalities managerial of rattail of female adult clothing, influencing the process of choice of buying of the shopping centers users. For this evaluation will be shown two objects of comparison and studies, one centered at Vitrinas of retail, a kind of a national mark franchising and another at the traditional retail Vitrinas of local mark, both female clothing, located at Shopping Recife. The understanding of the functioning of theses stores through a comparative analysis between the managerial process and the actual work of Vitrinismo of Franchising Hering and of a local shop Amarelo Mel, might bring explanations pointing out possible conceptions to be followed by retail of own local mark, looking for a stronger and suitable performance in the competitive market. This research is based on the sociological conception of Giddens â 1997, at Servuction model of J. D. Thompson â Bateson, 2001, at the Four Pâs category - Las Casas, 2000, and in the esthetics formers of Vitrina of Demetresco, 2001, who ordered presupposed empiric theory of identify and base the modern Vitrinismo as an element which potentises the managerial actions of contemporary retail, fitting the strategies of positioning the image of the mark and competitiveness differentiation
ASSUNTO(S)
racionalidade comunicacao vitrinismo gerÃncia
