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The aim of this paper is to examine how innovation was implemented in the city of Rio de Janeiro, in the context of the COVID-19 pandemic, regarding the “new normal” interactions, the urban space and the low touch economy. The main argument indicates that the use of new information and communication technologies to interact with others allowed people to develop social and emotional ties in the light of health precautions. Although many of these precautions were ignored by people using the urban space, some people made new uses of the open natural spaces in Rio de Janeiro to release anxiety and depressive feelings, but the city still faces problems regarding the privatization of public spaces. In the light of the development of the low touch economy, innovation was necessary for many companies to overcome obstacles such as broken relationships with customers, the instant drop in demand, the constraints in supply and production, the political instability and the cash-flow/financial constraints. These solutions included the improvement of the logistic process and alternative branding, the switch to a similar but digital/remote service and the creation of products for other needs of the existing clients.

O artigo tem como objetivo identificar valores individuais que motivam mulheres de baixa renda, mesmo vivendo com severas limitações financeiras, a comprar produtos de beleza, que poderiam, à primeira vista, ser considerados itens supérfluos. O modelo de cadeia meios-fim de Gutman (1982) e os tipos de valores de Rokeach (1973) e Floch (1990) constituíram sua base conceitual. Foram conduzidas entrevistas em profundidade, empregando a técnica laddering (REYNOLD; GUTMAN, 1988), com 17 mulheres de baixa renda residentes na cidade do Rio de Janeiro. As entrevistas também foram interpretadas com o auxílio de análises de conteúdo e de discurso. Os resultados trazem evidências de que, com o uso de produtos de beleza, as consumidoras de baixa renda buscam elevar sua autoestima, constantemente abalada pelas restrições financeiras, que as coloca em permanente situação de desvantagem. Também buscam, por meio da beleza, obter respeito de classes sociais hierarquicamente superiores, já que a aparência parece ser uma maneira eficaz para diminuir sua percepção de discriminação por serem pobres. As entrevistadas mostraram-se muito conscientes de suas limitações orçamentárias para aquisição de produtos de beleza, comprando apenas o que podem pagar. A marca dos produtos selecionados para compra surgiu como fator importante em suas escolhas, não para obter status, mas como garantia da qualidade dos produtos. Este trabalho buscou ampliar o conhecimento sobre o comportamento de consumo dos grupos sociais na base da pirâmide, examinando questões ainda pouco exploradas, como valores de sua subcultura. Sob a perspectiva gerencial, esta pesquisa propõe contribuições para a gestão do composto de marketing de empresas que pretendam atuar nesse mercado.

This essay relates the concepts of organizational resilience to those of social marketing, exposing the commonalities between the fields of study and identifying how both associate to each other. Based on the analysis of the literature on both themes, an assessment of the confluences between resilience and the basic attributes of social marketing was made, in order to identify aspects that articulate such domains of knowledge. The proposal presented here indicates that adaptation and change -of behaviors, ways of proceeding, and attitudes, among others -are responsible for linking the study of resilience to the principles of social marketing, both of which are bound by the need to change behaviors and by the required suitability to certain unexpected situations. Regarding social marketing, a focus on the generation of social welfare was observed, while in the case of organizational resilience, companies focused on the inherent need to change to be competitive in the market, taking advantage of opportunities that may arise from a situation of rupture. Keywords:Resilience. Social marketing. Change. Adaptation. Resiliência organizacional e marketing social: uma avaliação de fundamentos e afinidades ResumoO presente artigo relaciona os conceitos de resiliência organizacional com os de marketing social, buscando expor os pontos em comum entre tais áreas de estudo e identificando de que forma ambas se associam. Tendo como base a análise da literatura referente a ambos os temas, foi realizada uma avaliação das confluências existentes entre a resiliência e os atributos basilares do marketing social, a fim de identificar aspectos que articulassem tais domínios de conhecimento. A proposição aqui apresentada indica que a adaptação e a mudança -de comportamentos, modos de proceder e atitudes, entre outras -compõem o que aproxima o estudo da resiliência dos princípios subjacentes ao marketing social, sendo ambos vinculados pela necessidade de alterar comportamentos e pela adequação a certas situações inesperadas. No caso do marketing social, um foco na geração de bem-estar social seria observado, enquanto, no caso da resiliência organizacional, o foco das empresas estaria na necessidade inerente de mudar para não serem superadas em seu mercado de atuação, aproveitando oportunidades eventualmente surgidas a partir de uma situação de ruptura. Palavras-chave:Resiliência. Marketing social. Mudança. Adaptação. Resiliencia organizacional y marketing social: una evaluación de las bases y las afinidades ResumenEn este artículo se relacionan los conceptos de resiliencia organizacional con los de marketing social, tratando de exponer las similitudes entre tales áreas de estudio y de identificar cómo ambas se asocian. Con base en el análisis de la bibliografía sobre ambos temas, se realizó una evaluación de las confluencias entre la resiliencia y los atributos básicos del marketing social, para identificar aspectos que articulasen tales dominios del conocimiento. La propuesta que aquí se presenta indica que la adaptación y el c...

In this paper, we analyze the meaning of a brand based on a methodology still underexplored in Brazil, which is the one based on archetypes. First, we expose and discuss the theory based on archetypes Mark and Pearson (2001), to indicate how companies can apply this concept to strengthen their brands. Performing a survey involving 157 people, conducted through semi structured questionnaires, we identified the archetype associated with the most famous brand of beer presently in Brazil, in order to apply the theory to a real case in the Brazilian context. The results show the archetype most associated with this brand was the Jester, consistent with Mark and Pearson's theory (2001), which states the typical archetype of the beer category is indeed the Jester. So the fact that people associate the considered brand to such an archetype can contribute to the success of the brand. This is highlighted by the fact that 91% of those who are positive about the brand associated it with this archetype.

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The aim is to examine the main causes and consequences of the decline of creative education in the city of Rio de Janeiro. The main argument indicates that the decline is related not only to the technical difficulties regarding the stimulation of interdisciplinarity and transversality of the acquired knowledge, the connection between artistic and critical abilities and the incorporation of contents linked to creative competencies into its current educational programs. The city also suffers from the reduction of government and private investment in innovation, as well as the negative impacts of economic crises and political problems, especially corruption and the discontinuity of public policies.

The aim is to examine how the NAVE Project in Rio de Janeiro was able to develop and stimulate capacities for creative economy in its students, despite the socioeconomic and political crises Brazil and the state of Rio de Janeiro face. Based mainly in the theoretical work of Araya (2010), Venturelli (2000 and Hearn & Bridgett (2010) and following the methodological steps of Sécca& Souza ( 2009)with bibliographic and document research of NAVE Project in the city, we argue that the full-time activities carried out by NAVE intertwine technology, cultural activities and citizenship with the school life and encourage students to critically appropriate the main languages and techniques for creative economy. The conditions of possibility for this are, in this case, connected to the construction of partnerships between the government and the private sector, which can bring alternatives for funding activities in times of political and economic crises. However, as these partnerships face many difficulties to be constructed and maintained in many parts of the country, NAVE also develops low-cost and no-cost teaching activities which can be applied by professors in other public and also privateschools in Brazil and develop transdisciplinarityamong the technical / scientific, cultural and business pillars of creative economy.