https://ri.ufs.br/jspui/handle/riufs/2485 2026-05-03T10:27:19Z https://ri.ufs.br/jspui/handle/riufs/24693 Título: Iai, como coloco isso no meu negócio? Um estudo do marketing digital no contexto das microempresas de um município do interior semiárido nordestino Autor(es): Temóteo, Tércia Leocádio Abstract: Digital marketing, which utilizes information and communication technology (ICT) devices, extends beyond internet marketing (online marketing) and encompasses various types of communication, promotion, and marketing through electronic devices. While digital marketing is important for remaining competitive in the modern market, its implementation effectiveness varies depending on the company's size. Therefore, this research aims to understand how microenterprises in the semi-arid interior of the Northeast region implement digital marketing as a strategy for competitive advantage and financial sustainability. To this end, Tornatzky and Fleischer's (1990) TOE model was used to identify factors that influence the implementation process and expectations, adapted from Eze et al. (2021). This model aims to understand the value attributed to digital marketing and investigate the elements that reflect competitive advantage and financial sustainability based on Barney's (1991) Resource-Based View (RBV). Therefore, this work is descriptive and exploratory, qualitative in nature, using a mixed approach (deductive and inductive) and a cross-sectional perspective. The sources of evidence are limited to interviews and documentation conducted in thirteen cases in the municipality of São Raimundo Nonato (SRN), Piauí. The results indicated that the channels used by microenterprises are social media, electronic devices, and websites, with the popularity of social media standing out, as well as posting as the primary tool. Regarding the interfering factors, low technological know-how, the owner's or manager's lack of time with multiple tasks, and the lack of qualified labor in the market were the most frequently cited by interviewees, but not the only ones. Furthermore, increased sales emerged as the most discussed expectation in the research. It is observed that creativity in adapting digital tools and incorporating contemporary marketing characteristics enabled the achievement of strategic digital marketing functionalities aimed at competitive advantage and financial sustainability in some cases. Finally, this work contributed to broadening the understanding of the context of microenterprises, particularly in the Brazilian semi-arid Northeast, within the scope of organizational research, in addition to offering subsidies for the digitalization and development of small entrepreneurs, which in turn contributes to the economic and social strengthening of the São Raimundo Nonato region. 2025-08-29T00:00:00Z https://ri.ufs.br/jspui/handle/riufs/24692 Título: O papel da pós-graduação stricto sensu em Administração na formação das competências docentes Autor(es): Soares, Rebeca Dyangelles Fontes Abstract: The reflection proposed in this study focuses on the development of teaching competences among students enrolled in academic master’s programs (stricto sensu) in Business Administration offered in Brazil. The dissertation investigates how such programs contribute to building these competences, addressing the historical predominance of research over teaching in evaluation criteria and in the daily routines of graduate programs, as well as the resulting pedagogical training gap. The research question is: how do these programs contribute to teaching competence development? The general objective is to understand this process, with specific aims to list key competences, map faculty profiles and the frequency of their teaching, and propose an action panel for the programs. The theoretical framework discusses the foundations of teacher training in Business Administration and adopts Experiential Learning Theory as a lens to articulate theory and practice, emphasizing active methods as strategies for teaching development. Methodologically, this is an applied, descriptive, quantitative, cross-sectional study, conducted through a survey using a structured electronic questionnaire with Likert-type scales, directed to permanent faculty members of graduate programs in Business Administration (PPGAs) in the Northeast region of Brazil. The universe comprised 228 faculty members (contacted via email), with a final valid sample of 62 respondents. The competences measured were based on Souza-Silva et al. (2022) and operationalized into items grouped into didactic-pedagogical, humanistic, and conceptual dimensions. Statistical procedures included descriptive analysis, assessment of the measurement model, and comparisons of factor scores according to sociodemographic, professional, and formative-experience characteristics. The results outline respondents’ profiles and map formative pathways, with experiential “learning by doing” emerging as the predominant route for teaching development and low participation in specific training courses — underscoring the centrality of practical experience in the current formative trajectory of PPGAs. The competence scale showed adequate distribution of responses and psychometric qualities, with an adjusted measurement model and reliability and fit indices consistent with the literature, supporting the interpretation of the assessed dimensions. Subsequent comparisons of mean scores across groups revealed how faculty attributes and experiences relate to different competence dimensions taught in the programs. The integrative analysis, informed by experiential learning, indicates that the formative trajectory prioritizes experiences and practice but requires pedagogical systematization to ensure balanced development across didactic-pedagogical, humanistic, and conceptual dimensions. Based on the diagnosis, the dissertation presents an integrative panel with eight proposed actions to bridge the gap between theory and practice and strengthen the teaching formation axis in PPGAs. It concludes that teacher training in these programs is a work in progress, requiring systematic and integrated attention to ensure that future graduates not only master content but also acquire the competence to teach with quality and social commitment. 2025-08-29T00:00:00Z https://ri.ufs.br/jspui/handle/riufs/24691 Título: A dona do pedaço: criação e estratégias de legitimação no contexto do empreendedorismo feminino negro Autor(es): Santos, Whendel Whesley Segundo dos 2025-08-28T00:00:00Z https://ri.ufs.br/jspui/handle/riufs/24380 Título: Foresight estratégico: aplicação de um Framework para a construção de cenários futuros na ABRH-SE Autor(es): Souza, Romário Vieira Abstract: This dissertation is based on the idea that non-governmental organizations (NGOs) face various difficulties in surviving and maintaining relevance in unstable environments. This highlights the need for an adaptable, future-oriented strategic approach, moving beyond a linear view of planning strategic actions. To address this scenario of change, we propose the application of Strategic Foresight, using methods that offer a conceptual framework for investigating possible and desirable futures. This allows NGOs to guide their strategic choices in an uncertain environment. From this perspective, the objective of this study is to describe the application of Andy Hines and Peter Bishop's Foresight Framework at ABRH-SE for building future scenarios and actions. This dissertation's strategy is to conduct a single case study, adopting a qualitative approach with exploratory and descriptive characteristics. The sources of evidence used are semi-structured interviews, documentation, and participant observation. This work presents the application of the Foresight Framework as its result, detailing which steps were applied, which were adapted, and which were possible to implement. The research concludes that using the Foresight Framework at ABRH-SE enabled the creation of four future scenarios, one of which is the preferred scenario for the NGO. Furthermore, the study demonstrated the Framework's flexibility, highlighting its applicability in different organizational contexts, as no academic research with this specific application proposal in an NGO was identified. 2025-08-25T00:00:00Z