Bounded rationality, opportunism, the primacy of markets and the action of economizing are building blocks of Oliver Williamson's Transaction Cost Economics (TCE). As in all intellectual exchanges, Williamson has used a range of argumentative devices to set up and negotiate his basic notions and assumptions with economists. Rhetorical analysis is applied here to study his argumentation in a certain institutional context within economics. Negotiations with the mainstream, with the competence view of the firm and within the New Institutional Economics, for instance, have had an impact on the construction of TCE and are given attention here. Difficult decisions have been made in order to forge ahead with TCE, including whether to uphold some notions (e.g. opportunism) at the cost of leaving others behind (e.g. economics of atmosphere). Rhetorical transactions like this have shaped TCE and its recognition in economics and related areas.
Os consórcios intermunicipais de saúde (CIS) são hoje instituições públicas disseminadas. A descentralização promovida na área de saúde nos anos 1990 estimulou a aglutinação de municípios, em especial os menores, para enfrentar uma dificuldade comum -a prestação de serviços especializados. São vinculados a algum CIS 41% dos municípios do país. Se considerarmos apenas os municípios com até 20 mil habitantes, 76% deles têm tal vínculo. Os CIS tentam fortalecer a cooperação entre os municí-pios e assim viabilizar parte de suas políticas públicas na área de saúde. O objetivo desta pesquisa é verificar, através de um survey com seus diretores, como se lida com conflitos e se promove a cooperação nos CIS paranaenses. Os resultados indicam que há atratividade financeira para participação nos CIS; valoriza-se o consenso entre os membros; há grande tolerância ao comportamento desviante; e a retaliação não cooperativa é rara e menos intensa do que a ação inicial.Pa l a v r a s -c h a v e : cooperação; consórcio público; consórcio intermunicipal de saúde; estado do Paraná. La promoción de la cooperación en los consorcios intermunicipales de salud en el estado de ParanáLos consorcios intermunicipales de salud (CIS) son hoy instituciones públicas difundidas. La descentralización promovida en la salud en la década de 1990 estimuló la agregación de municipios, especialmente los más pequeños, para hacer frente a un desafío común -la prestación de servicios especializados. Está vinculada a algún CIS 41% de los municipios del país, principalmente (76%) aquellos con menos de 20 mil habitantes. Los CIS tratan de establecer una cooperación entre los municipios y por lo tanto permite realizar parte de sus políticas públicas de salud. El objetivo de la investigación es verificar,
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The aim of this paper is to present an analytical narrative of the construction of the Brazilian market of functional yogurt, highlighting the role of Danone as an institutional entrepreneur. Design/methodology/approach -After putting together a theoretical basis from business studies and institutional economics, the paper explores factual evidence of strategic moves by dairy firms in Brazil. Findings -Danone, despite being a second mover, has been able to effectively make use of new values and collective concerns regarding food functionality to create a favourable institutional set in which to operate. Other firms have not been able to challenge its position in the market, simply abiding by the concepts and values created by Danone. Practical implications -On the one hand, case studies based on traditional economic theories usually approach markets with supply and demand adjustment tools or taking technology as exogenous and the sole determinant of the existence of a market. On the other hand, traditional business theories highlight an individual entrepreneur as the only relevant object of analysis. This study offers an alternative guideline to study markets with creative players that craft not only new physical products or directly delivered services, but also concepts and ideas. Studies of other markets or similar markets in different countries can benefit from its insights. Originality/value -The functional yogurt market in Brazil has not previously been object of academic research, and the combined framework of analysis in this study may offer guidance for other market studies.
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