A impiedade dedutiva do
Sr. Thiry
R e v i s t a d a E S P M –
janeiro
/
fevereiro
de
2009
120
Abs
tracts
english
Whocanstillrecallthe
NewEconomy?
NelsonVasconcelos
page22
In2000 the so-calledNewEconomywasco-
ming toanend.This“movement”was inten-
ded to show that information technologywas
becoming fundamental forgrowth,not just
for theUnitedStates,but for theentireworld
economy.Thesewere timesof “irrational
exuberance”, inAlanGreenspan’s (then strong
manof theFED)definition.Thisexaggerated
faith in the futureof technologycaused
damage to theU.S.financialmarket –and,
unavoidably, to the restof theplanet.As in
otherphasesof History, a speculativebubble
wascreated that artificiallyvalued
high technologycompanies.Thebubbleburst
inMarchof2000, causinga large scale
shakedown.TheexpressionNewEconomy
startedbeing frequentlyusedduring the90s,
becauseof acover story inBusinessWeek
magazine.Aswepass the tenthanniversaryof
thisbubbleburst, thisarticleproposes to recall
what thatmomentmeant for theeconomic
lifeof theplanet.
Onlinebrandpositioning:
thenewnameofthegame
ine-commerce
AdrianoAmui
page26
Withfigures showing sustainablegrowth–
plus the ingressofmajorplayers in
conventional retailing–electroniccommerce
isconsolidating its importance.Yet, itbrings
aboutnewchallenges forbrands. If earlier, the
merepresenceof aproduct invirtual retailing
sufficed,now thedemand is forbrands that
position themselves inaconsistentmanner:
more than thecombinationof acommodity
product andprice,digital consumers seek
convenience, recognitionand interaction.The
public that account for themajorityof sales
hasachangeableprofileand ispermeable to
establishconnectionswith thepublic through
various relationshipchannels: traditional
onesof largeonline retailersorportals,but,
at the same time, it alsowants to interactwith
brandsusingnewchannels, suchas the social
networks. Suchdemand requiresplanning
andaconsistentbranding strategy,
withoutwhich thebrandsmayget cast
away fromamajorgrowthopportunity
oramind-shareprojection.
e-Commerce isnolongeran
option,butan imposition
ofthemarket
SandraTurchi
page34
T
hisarticledealswithcurrent relevant aspects
of e-commerce inBrazil, and thehighlight is
onnewdigitalmarketing toolsand the
opportunitieswhichcomeabout, andmay
become feasible through the facilitiesbrought
by the internet.The importanceofbeing
present in thisnewworld is stressed, and
madepossible,by thepowerof socialnetworks,
both for retailingand foranybusiness,because
it is–beyondanydoubt –apathofno return.
The internet, e-commerce, search tools,
games, in fact, everything thatpermeates the
digitaluniversehavegainedenormous
attention fromallmedia,whichgoes to show
the importance, tobusiness ingeneral,of
being in synchwith this topic.
Internet. Icannot
livewithout it!
AnnaGabrielaAraujo
page38
MSN,Orkut,Twitter,Facebook,Skype,
YouTube…Everydaynewsitescomeabout to
amuse,entertainandhelp the64-plusmillion
Brazilians thatcannot imagine lifewithout
internet.Withanaverageconnection timeper
monthof68hoursand45minutes,Brazil
currentlyhasoneof thehighestaccess rates
to thisvirtualworld.Butwhat is theprofileof
Brazilianwebsurfers? In theattempt to
evaluate thepenetrationpowerof the internet
in theCountry, four truestoriesof regular
cyberspacevisitors (betweenages14and78)
havebeencompiled. In this reportyoucanfind
outwho theyare,how they liveandwhat they
dowhen theysurf thewebeveryday insearch
of information,connectionandentertainment.
LeROIestnu:thereturnon
investment is inthenude
KlausDenecke-Rabello
page54
Acompilationof articles focusingon the
breakingofparadigmsandon the
sustainabilityof socialnetworksand their
impactonbusinessesandcommunication,
amidst aquestioning regardingROI.Howare
suchchangesdealtwithbycommunication
professionals:by sustainability,by social
networksand/orbycreating loyalty?Tobreak
away from thecomfort zone, todareand seek
what isnew–are fundamentalpoints for those
whowant toget themostoutofdigitalmeans
withminimum loss. It isno longeraquestion
ofwhether itwillornot change the rulesof the
game,but rather,when the rulesof thegame
will change.Beprepared tobea leaderand
not a follower in thisprocess.
Risksandvulnerability
ofonlinepurchasing
FlávioDemberg
page62
Despite the fact that living incitieshasproven
tobe threateningandviolent, theaverage
Braziliancitizen ingeneral shows
littleconcern forhisown safety.What
could, then,be saidabout the securityof
personal information?The risks involved, and
vulnerability,whenusingpersonal
information seem tohavebeenneglectedby
themajority. From the storageof simple
personaldocuments to thedefinitionand
useof abankingaccountpassword, average
citizensdonothaveanexact ideaof the
threats that surround them, at all times inall
places.Quite frequently,neglectwhen
dealingwithand storingpersonal
informationcorruptsoneof the three
information securityconcepts: integrity,
confidentialityandavailability. In thisarticle,
vulnerabilityand the threat to these
threeconcepts– regardingcredit card
purchasesat a restaurant andonan
e-commerce site–arecompared.
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