119
RevistadaESPM– Janeiro/Fevereirode 2003
ABSTRACT
This article is the result of a research project undertaken with the support of CNPq and of the Oral
Historyand IconographyLaboratoryofUniversidadeFederalFluminense. It intends toanalyze thechanges
that intervened in the patterns of sociability and consumption in Brazil, starting in the forties, with the
consolidationof international advertisingagencies. It alsodiscusseshow thepoliticsof Pan-Americanism
used product advertisiments to promote theGoodNeighborhood policies between theUnitedStates and
Brazil. Sources for research were articles by journalists and adpeople published in advertising annuals
and advertising magazines, as well as the advertisements published in the Reader’s Digest Brazilian
version, RevistaSeleções betweenMay andAugust, 1944.
BETWEENWARS:
PAN-AMERICANISMANDCOMMERCIALADVERTISING INBRAZIL INTHE1940’S
P. 44
ÉRICAGOMESDANIEL
ABSTRACT
E-businesshasaltered formsof competition, thespeedof reactionand theverynatureof business leader-
ship. Business leaders havebeen struggling tounderstand that phenomenon. But when they begin tounder-
standsomeof thescenariosandarchitecturesofe-business,alreadynewscenariosandnewarchitecturesare
challenging them.Casestudiesconsidered tobemodels fore-businesscease toexist inshortspansof time.To
learnand to teache-business isagreat challenge. This text proposesanoriginal pedagogicmethod for thee-
businesscourse that tries toaid teachersandstudents in the tasksof teachingand learningsuchachallenging
subject.Themethodhasbeenusedwithsuccess in thecourseofe-business,offered in theMBAprogram ine-
Management of ESPM -SãoPaulo.
THEPHARMACYMODEL INE-BUSINESSTEACHING
P. 57
LUÍSGONZAGATRABASSO
ABSTRACT
Thedifficulties facedbysmall retailers toobtainsuccessandbecompetitivewith thebig retailershave raised
thequestionofwhether thebakeriessectorwouldbe receptive to theoffer of aspecializedconsultancy.
For thisstudy, themethodologyof casestudywasused,and thedatawerecollected throughbibliographical
anddocumental research, aswell aspersonal interviews.
Itwas found that 83%of thesamplehas theperception that themarket isdiminishingand70%believe that
anexternal consultancycouldcontribute to the improvement of thebusiness.
Tomake thesmallerbakeriescompetitiveandprofitable,ahigherdegreeofspecializationanddifferentiation
of thebusiness isproposed,mainly in theareasofMarketing,HumanResources, FinanceandLogistics.
SAVETHEBAKERIES!
P. 63
ALINERICOMINI/FLÁVIAPREUSSSIQUEIRA
Englishabstracts
