Luiz Slongo - Academia.edu (original) (raw)

Papers by Luiz Slongo

Purpose – This paper aimed to analyze the contribution of interorganizational relationships, spec... more Purpose – This paper aimed to analyze the contribution of
interorganizational relationships, specifically between suppliers and
clients, to organizational cultural changes.
Design/methodology/approach – A qualitative multiple case study in
two marketing channels was performed, through in-depth interviews,
observation and data analysis based on grounded theory.
Findings – The contribution of trust, commitment, cooperation and
learning processes has been identified in the organizational cultural
changes and in the reduction of the role conflicts of the boundary
spanners. Also, the role of employee turnover to weaken these
dimensions and respective relations has been noticed.
Originality/value – The development of an interorganizational
culture has been evidenced, as a system of symbols and meanings
shared by groups or individuals from different organizations, on a
transitional basis, with the predominance of the cultural perspective
of fragmentation. It is a culture originated from relationships through
intersections of cultures, a culture of boundaries

Technological advances give to the manufactures the opportunity of adding numerous features to ne... more Technological advances give to the manufactures the opportunity of adding numerous features to new products, especially electronics and information technology (IT) based products, with a relatively low cost for added functionality. Consumers, upon the purchase decision, tend to choose the equipment with the greatest number of features, however, the user experience can be so complex to the point of taking them to the effect called "fatigue" (Thompson et al, 2005 , 2006). Fatigue can correspond to 50% of product returns in the U.S. (SUROWIECKI, 2007). However, the possibility of buying devices with large number of features and low incremental cost has contributed to the expansion of consumption of fast obsolescence products. Thus, the equipments, in a short time, start to be considered outdated in relation to new products launched with more features, triggering the phenomenon of "IT fashion." Moreover, a significant trend has been operating on the market of persona...

Revista de Administração Contemporânea, 2005

Revista de Administração de Empresas, 2009

Revista de Administração Contemporânea, 2008

Revista de Administração Contemporânea, 1998

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Revista de Administração da UFSM, 2013

As emoções possuem grande importância para as decisões de compra, todavia, apenas há pouco se com... more As emoções possuem grande importância para as decisões de compra, todavia, apenas há pouco se começou a estudá-las a partir de abordagens qualitativas. Nesse sentido, este estudo buscou analisá-las em um segmento ainda pouco explorado: os consumidores da terceira idade. Para isso, concentrou-se em um serviço pelo qual eles vêm demonstrando interesse -o turismo -, buscando analisar as emoções presentes no ato de escolha de destinos de viagens pela terceira idade e a sua influência em decisões de compras futuras, através da aplicação de entrevistas em profundidade, auxiliadas pela Photo Elicitation Technique (PET). Foi possível perceber que as emoções afetam a escolha por determinado destino de viagem, pois sensações vividas durante viagens anteriores ficam guardadas na memória e têm forte influência nos processos de decisão futuros. O trabalho ainda traz contribuições interessantes para futuras pesquisas ao investigar a ocorrência das emoções, não somente como um elemento apenas presente na decisão, como ocorre, normalmente, na maioria dos trabalhos sobre emoções, mas também como algo presente em três etapas do processo de consumo -antes, durante e depois da. Ao demonstrar que esta divisão é favorável ao melhor entendimento das emoções em todo o processo de escolha de destinos de viagem, abrem-se caminhos para outras pesquisas com distintas abordagens metodológicas.

Technological advances give to the manufactures the opportunity of adding numerous features to n... more Technological advances give to the manufactures the opportunity of adding numerous
features to new products, especially electronics and information technology (IT) based products,
with a relatively low cost for added functionality. Consumers, upon the purchase decision, tend to
choose the equipment with the greatest number of features, however, the user experience can be so
complex to the point of taking them to the effect called "fatigue" (Thompson et al, 2005 , 2006).
Fatigue can correspond to 50% of product returns in the U.S. (SUROWIECKI, 2007).
However, the possibility of buying devices with large number of features and low incremental cost
has contributed to the expansion of consumption of fast obsolescence products. Thus, the equipments, in a short time, start to be considered outdated in relation to new products launched
with more features, triggering the phenomenon of "IT fashion."
Moreover, a significant trend has been operating on the market of personal electronic
devices in the last ten years, particularly affecting organizations: it is the dissemination of
technology from the user to the commercial and public environments, called "IT consumerization"
(SHUSTER, 2011). Improvements in processing power and resources of these devices (SEN, 2012),
enabling the expansion of the availability of the service functionalities within a single appliance, is
particularly important in this context (CHAKA, 2012; GOUL et al.,2012).
Based on these concepts, this paper aims to investigate the three research themes outlined
above: fatigue, IT fashion and IT consumerization. The research addresses the relationships
between these concepts through two techniques: a two stage laddering and a survey. In the
laddering, one stage is based in consumers who use technological devices within organizations and
a second stage is based in consumers that use the equipment only outside the corporate
environment. The purpose is to analyze whether IT fashion leads to fatigue in individual and
organizational contexts. In the survey the aim is to analyze in a broader way the fatigue in these two
contexts.
Herewith we looked to answer two research questions: (1) does the phenomenon of IT
fashion result in fatiue? (2) will the concept of fatigue cause the same effect when looking from the
point of view of the IT Consumerization in the corporate environment? The results explain these
relationships and seek to shed light on the issues that emerge from new technologies changing
consumer behaviors. This study contributes to management research by attempting at the
phenomenon described from a multidisciplinary perspective, also contributing to management
practice, specifically for marketing managers trying to understand the experiences and expectations
of consumers, and also for IT managers engaged in the design of governance policies regarding the
use of personal devices by employees in this context.