PurposeThe objective of this study is to analyze how cross-functional integration contributes to the development of market-oriented strategies in the context of food and beverage manufacturers in Latin America.Design/methodology/approachA multi-case study was conducted in two multinational companies in Costa Rica and Brazil. Twenty-four semi-structured interviews were carried out with managers, leaders and supervisors.FindingsThe results showed four market-oriented processes: product launch, product delivery, customer complaints solution and improvement and innovation projects. Within these processes, 12 integration factors that impact market orientation were characterized. They also indicate that the concepts of market orientation and cross-functional integration should be integrated in the organizational culture to facilitate the understanding of the different needs and levels of urgency.Originality/valueThe studied literature does not emphasize the way integration is operationalized to allow organizations to be market oriented. According to our findings, responsive strategies depend on the integration of various internal functions to generate market intelligence. Managers must realize that when the workers are motivated and informed, they become more willing to take on a group vision and commit to organizational goals. This paper presents seven propositions on the operationalization of market orientation through cross-functional integration.

Anal squamous cell carcinoma (ASCC) is a rare malignancy with a rising incidence associated with human papillomavirus (HPV) infection. The locally advanced disease is associated with a 30% rate of treatment failure after standard chemoradiotherapy (CRT). We aimed to elucidate the prognostic factors for ASCC after curative CRT. A retrospective multicenter study of 176 consecutive patients with ASCC having completed CRT treated between 2010 and 2017 at two centers was performed. Complete response (CR), disease-free survival (DFS), and overall survival (OS) were analyzed by Kaplan–Meier estimates with log-rank tests. The hierarchical clustering on principal components (HCPC) method was employed in an unsupervised and multivariate approach. The CR rate was 70% and was predictive of DFS (p < 0.0001) and OS (p < 0.0001), where non-CR cases were associated with shorter DFS (HR = 16.5, 95% CI 8.19–33.21) and OS (HR = 8.42, 95% CI 3.77–18.81) in a univariate analysis. The median follow-up was 38 months, with a 3-year DFS of 71%. The prognostic factors for DFS were cT1-T2 (p = 0.0002), N0 (p = 0.035), HIV-positive (p = 0.047), HIV-HPV coinfection (p = 0.018), and well-differentiated tumors (p = 0.037). The three-year OS was 81.6%. Female sex (p = 0.05), cT1-T2 (p = 0.02) and well-differentiated tumors (p = 0.003) were associated with better OS. The unsupervised analysis demonstrated a clear segregation of patients in three clusters, identifying that poor prognosis clusters associated with shorter DFS (HR = 1.74 95% CI = 1.25–2.42, p = 0.0008) were enriched with the locally advanced disease, anal canal location, HIV-HPV coinfection, and non-CR. In conclusion, our results reinforce the prognostic value of T stage, N stage, sex, differentiation status, tumor location, and HIV-HPV coinfection in ASCC after CRT.

4054 Background: NMASCC is a rising incidence disease with up to 30% of treatment failure to achieve complete response (CR) after standard chemoradiotherapy (CRT) leading to severe morbidity and death. Stage III-TNM, p53 mutations, HPV negativity, HIV infection are linked to treatment failure. We investigated the predictive/prognostic role of TNM, CR, HPV, PDL1 positivity and CD3/CD8 densities in NM-ASCC from a single institution. Methods: All 79 eligible consecutive NMASCC pts (available FFPE pre-treatment samples) seen from October-2009 to April-2019 having completed definitive CRT (50.4 Gy Pelvic Radiotherapy with Mitomycin-C 12mg/m2/IV/d1-5 / FU 1000mg/m2/d1-4 d29-32 (28%), Mitomycin-C/Capecitabine 825 mg/m2/bid (38%), Cisplatin 60 mg/m2/IV d1-29 and 5FU (34%) were analyzed. Mean age: 59 (range 26-87), 72% female, Stage III: 59%, HPV positive: 86% (HPV-16: 80%);14% HIV positive. IHC assessed by two pathologist for PD-L1 expression (ClonSP263) and CD3-CD8+ TILS densities (Clone 2GV6, Clone SP57). HPV-DNA assessed by PCR (BSGP5+/6+ multiplexed with beta-globin). Kaplan-Meier survival, CR, DFS, OS and Univariate analyses were performed using Cox proportional hazard model. Results: CR achieved within 6 months of treatment completion was 68%( 53pts). Median follow-up after treatment completion: 35 months (range 6 –149). As of February 2020, 82% (65 pts) are alive, no evidence of disease:(57%) 46 pts, recurrence rate: 26%(22 pts), cancer death: 18% (14 pts). PDL1+ tumors ( > 1% positivity-CPS score): 56%, expression levels: 1-5% (57%,26p), > 10%-100% (43%,19p). PDL1+ had a strong association with CR (p = 0.021); higher PDL1+ levels had 8-fold of CR-likelihood than PDL1 negative.(OR 8.50 vs. 1.12). Significative Spearman correlation between PDL1 tumors with CR and CD3-CD8 TILS density was observed (R = 0.43,p = 0.0017 and R = 0.36,p = 0.00094 respectively), albeit CD3-CD8 failed to reach significance as prognostic factors for either CR, DFS or OS. Only CR and PDL1 positive were strongly significantly associated to DFS (HR 0.10 [IC 95% 0.04-0.28] p < 0.001 and HR 0.28 [IC 95% 0.11-0.73] p = 0.006) and OS (HR 0.12 [IC 95% 0.03-0.45] p < 0.001 and HR 0.15 [IC 95% 0.03-0.68] p < 0.004). Low prevalence of HPV negative, early tumors, HIV positive cases in our series probably impacted in statistical power for prognosis correlation. Conclusions: PDL1 positivity was the strongest predictive/prognostic factor in NM-ASCC. Alternative therapeutics options to standard CRT should be explored on poor-risk patients as HPV-negative, P53-mutated and PDL1 negative patients.

Purpose: To analyze how the social representations of the media about a celebrity manager are configured before, during and after the process of an unsuccessful merger attempt. The research was based on studies on celebrity managers, strategist managers and merger and acquisition processes, social representations and the media.Methodology / approach: Techniques of media research, internet research and documentary research were used to collect reports published by the media. From a qualitative and longitudinal approach, we performed a thematic analysis of the content of these reports.Originality / Relevance: No studies were found addressing the way social representations develop before, during and after a merger process.Results: This research showed that representations of celebrity manager Abilio Diniz, built by the media before, during and after the process of an unsuccessful attempt to merge Pão de Açúcar with Carrefour, changed throughout the process.Theoretical / methodological contributions: A psychosociology approach to the roles and behaviors of celebrity managers opens the possibility of studying both the symbolic, historical, cultural and political dimensions of the archetypes that guide strategic leadership. Social / managerial contributions: The research showed the dynamic and collective nature of the celebrity manager's social representations in the media, which guide participants and the managers' own actions and practices in merger and acquisition processes.

e15501 Background: Anal squamous cell carcinoma (ASCC) is a rare malignancy with a rising incidence associated with Human papillomavirus (HPV) infection. Locally-advanced disease is associated with a 30% rate of treatment failure after standard chemoradiotherapy (CRT). We aimed to elucidate prognostic factors for ASCC after curative CRT. Methods: A retrospective multicenter study of 176 consecutive patients with ASCC having completed CRT treated between 2010 and 2017 at 2 centers. Complete response (CR), disease-free survival (DFS) and overall survival (OS) were analyzed by Kaplan–Meier estimates with log-rank tests. The hierarchical clustering on principal components (HCPC) method was employed in an unsupervised and multivariate approach. Results: CR rate was 68% and was predictive of DFS (p < 0.0001) and OS (p < 0.0001), where non-CR cases were associated shorter DFS (HR = 16.5, 95% CI 8.19-33.21) and OS (HR = 8.42, 95% CI 3.77–18.81) in univariate analysis. Median follow-up was 38 months, with 3-year DFS of 71%. Prognostic factors for DFS were cT1-T2 (p = 0.0001), N0 (p = 0.03), HIV-positive (p = 0.04), HIV-HPV coinfection (p = 0.02), and well-differentiated tumors (p = 0.03). Three-year OS was 81.6%. Female sex (p = 0.05), cT1-T2 (p = 0.019), and well-differentiated tumors (p = 0.003) were associated with better OS. This unsupervised analysis demonstrates clear segregation, identifying that poor prognosis clusters associated with shorter DFS (HR = 1.66, 95% CI = 1.21–2.27, p = 0.0012) were enriched with locally-advanced disease, anal canal location, HPV-HIV coinfection, and non-CR. Conclusions: In conclusion, our results reinforce the prognostic value of T stage, N stage, sex, differentiation status, tumor location, and HIV-HPV coinfection in ASCC after CRT.

Purpose: To analyze how the social representations of the media about a celebrity manager are configured before, during and after the process of an unsuccessful merger attempt. The research was based on studies on celebrity managers, strategist managers and merger and acquisition processes, social representations and the media.Methodology / approach: Techniques of media research, internet research and documentary research were used to collect reports published by the media. From a qualitative and longitudinal approach, we performed a thematic analysis of the content of these reports.Originality / Relevance: No studies were found addressing the way social representations develop before, during and after a merger process.Results: This research showed that representations of celebrity manager Abilio Diniz, built by the media before, during and after the process of an unsuccessful attempt to merge Pão de Açúcar with Carrefour, changed throughout the process.Theoretical / methodological contributions: A psychosociology approach to the roles and behaviors of celebrity managers opens the possibility of studying both the symbolic, historical, cultural and political dimensions of the archetypes that guide strategic leadership. Social / managerial contributions: The research showed the dynamic and collective nature of the celebrity manager's social representations in the media, which guide participants and the managers' own actions and practices in merger and acquisition processes.

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Este articulo presenta hallazgos preliminares de la investigación en curso sobre estilos de aprendizaje y rendimiento académico en estudiantes de ingeniería de la Universidad Pontificia Bolivariana; para ello se ha hecho uso de la minería de datos como técnica para el ordenamiento y análisis de datos. La investigación se articula a la apuesta de la Universidad por prevenir la deserción estudiantil y mejorar las practicas pedagógicas de los docentes universitarios, teniendo como marco de referencia la apuesta del Ministerio de Educación Nacional (MEN-Colombia) de fortalecer las ciudades inteligentes. En la aproximación teórica inicial, se identificó como instrumento principal para evaluar estilos de aprendizaje el cuestionario (CHAEA) de Honey y Alonso, con este cuestionario se inicia la recopilación de datos que posteriormente serán analizados con ayuda de diferentes algoritmos aplicados en analítica de datos. Esta fase inicial de la investigación permitió evidenciar que la Minería de datos ha sido usada con frecuencia en estudios relacionados con rendimiento académico y deserción universitaria, en especial la técnica de árbol de problemas; no obstante, resulta de interés resaltar  que aunque hay estudios sobre estilos de aprendizaje y minería de datos, no se encuentran estudios que ofrezcan a los docentes estrategias pedagógicas para mejorar su práctica en el aula, en su mayoría los estudios se quedan en una fase descriptiva.