Apostila Provas Inglês - Ajuda

ENGLISH PÓS
CENTRO DE ESTUDO DE INGLÊS PARA FINS ACADÊMICOS
Curso Preparatório para Prova de

Proficiência - Fucape
Material do Aluno
Apostila de Provas
By Equipe Pedagógica English Pós
2019
ENGLISH PÓS
Sumário
Introdução 01
The Dynamics of National Advantage 02
Political Risk 05
Applying the Five Forces Model 09
National Competitive Advantage in Services 12
The Analysis of Business 16
Hygiene Factors 20
Financial Statement Analysis: Focusing the Lens on the Business 23
Managing the Review Process in Accounting Research: Advice from Authors 17

and Editors
Abusive Tax Avoidance and Responsibilities of Tax Professionals 30
Corporate Governance and Boards of Directors 33
A Concept of Accounting Quality from Accounting Harmonisation Perspective 37
Interpersonal Skills 40
The Role of Authority 43
The Cost of Creativity: A Control Perspective 46
Cost Accounting: Linking Necessary Concepts 49
Big Five Audits and Accounting Fraud 56
Business Intelligence, Strategies and Ethics 59
Accounting Ethics in Unfriendly Environments: The Educational Challenge 62
Developing the Business Plan 65
Measuring and Managing Consumer Sentiment in an Online Community

69
Environment
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Introdução
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PROVA 01
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PROVA 01
The Dynamics of National Advantage
In the preceding chapter, I described how each of the determinants singly and jointly
contributes to or detracts from national advantage. The effect of one determinant often
depends on the state of others. Sophisticated home buyers will not translate into advanced
products, for example, unless the quality of human resources permits companies to meet
buyer needs. The determinants of national advantage constitute a complex system, through
which a great many national characteristics influence competitive success. Yet the system
is an evolving one, in which one determinant influences others. Sustained competitive
advantage in an industry grows out of the self-reinforcing interplay of advantages in several
areas, creating an environment which is difficult for foreign competitors to replicate. The
national system is as, or more, important than the individual parts.
My purpose here is to show how the individual determinants combine into a dynamic
system. I will begin by describing how each determinant is "influenced by the others. Two
elements—domestic rivalry and geographic industry concentration—have especially great
power to transform the “diamond”* into a system, domestic rivalry because it promotes
upgrading of the entire national “diamond,” and geographic concentration because it
elevates and magnifies the interactions within the “diamond. "?
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The dynamics of national advantage
In the preceding chapter, I described how each of the determinants singly and jointly
contributes to or detracts from national advantage.
The effect of one determinant often depends on the state of others. Sophisticated home
buyers will not translate into advanced products, for example, unless the quality of human
resources permits companies to meet buyer needs.
3
ENGLISH PÓS
The determinants of national advantage constitute a complex system, through which a great
many national characteristics influence competitive success.
Yet the system is an evolving one, in which one determinant influences others. Sustained
competitive advantage in an industry grows out of the self-reinforcing interplay of
advantages in several areas, creating an environment which is difficult for foreign
competitors to replicate. The national system is as, or more, important than the individual
parts.
My purpose here is to show how the individual determinants combine into a dynamic
system. I will begin by describing how each determinant is "influenced by the others.
Two elements—domestic rivalry and geographic industry concentration—have especially

great power to transform the “diamond”* into a system, domestic rivalry because it promotes
upgrading of the entire national “diamond,” and geographic concentration because it
elevates and magnifies the interactions within the “diamond. "?
Observações
4
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PROVA 02
5
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PROVA 02
Political Risk
So far we have focused on the management of exchange rate risk, but managers also worry
about political risk. By this they mean the threat that a government will change the rules of
the game-that is, break a promise or understanding-after the investment is made. Of course
political risks are not confined to overseas investments. Businesses in every country are
exposed to the risk of unanticipated actions by governments or the courts. But in some parts
of the world foreign companies are particularly vulnerable.
Some managers dismiss political risk as an act of God, like a hurricane or earthquake. But
the most successful multinational companies structure their business to reduce political risk.
Foreign governments are not likely to expropriate a local business if it cannot operate
without the support of its parent. For example, the foreign subsidiaries of American
computer manufacturers or pharmaceutical companies would have relatively little value if
they were cut off from the knowhow of their parents. Such operations are much less likely to
be expropriated than, say, a mining operation which can be operated as a stand-alone
venture.
We are not recommending that you turn your silver mine into a pharmaceutical company,
but you may be able to plan your overseas manufacturing operations to improve your
bargaining position with foreign governments
Political Risk
So far we have focused on the management of exchange rate risk, but managers also worry
about political risk.
6
ENGLISH PÓS
By this they mean the threat that a government will change the rules of the game-that is,
break a promise or understanding-after the investment is made.
Of course political risks are not confined to overseas investments. Businesses in every
country are exposed to the risk of unanticipated actions by governments or the courts. But
in some parts of the world foreign companies are particularly vulnerable.
Some managers dismiss political risk as an act of God, like a hurricane or earthquake.
But the most successful multinational companies structure their business to reduce political
risk.
Foreign governments are not likely to expropriate a local business if it cannot operate
without the support of its parent.
For example, the foreign subsidiaries of American computer manufacturers or

pharmaceutical companies would have relatively little value if they were cut off from the
knowhow of their parents.
Such operations are much less likely to be expropriated than, say, a mining operation which
can be operated as a stand-alone venture.
7
ENGLISH PÓS
We are not recommending that you turn your silver mine into a pharmaceutical company,
but you may be able to plan your overseas manufacturing operations to improve your
bargaining position with foreign governments
Observações
8
ENGLISH PÓS
PROVA 03
9
ENGLISH PÓS
PROVA 03
Applying the Five Forces Model
The five forces model has three important implications for managers seeking to choose and
implement strategies. First, this model describes the most common sources of threat in
industries. Second, it can be used to characterize the overall threat in those industries.
Finally, it can be used to anticipate the average level of performance in an industry.
In an important sense; the, five forces model describes processes that tend to move an
industry toward the economic condition of perfect competition. In general, industries are
perfectly competitive when there are high levels of threat from new entry, rivalry, substitutes,
suppliers, and buyers. Firms in this kind of industry generally enjoy only competitive parity.
Any profits that might exist in this type of industry are quickly competed away by potential
entrants, rivals reducing their prices, substitutes becoming more attractive, suppliers raising
their prices or lowering their quality, and buyers demanding lower prices or higher quality.
When a firm operates in an industry that is not perfectly competitive, it may be possible to
earn some profits. Industries in which the threat of new entrants entering, rivals, substitutes,
suppliers, and buyers is less pronounced will, on average, have higher levels of
performance. To see how the five forces model can be used to analyze the threats in an
industry, consider the performance potential of the two industries described in Table 3.7: the
pharmaceutical industry and the consumer electronics industry.
Applying the five forces model
The five forces model has three important implications for managers seeking to choose and
implement strategies.
First, this model describes the most common sources of threat in industries. Second, it can
be used to characterize the overall threat in those industries.
10
ENGLISH PÓS
Finally, it can be used to anticipate the average level of performance in an industry.
In an important sense; the, five forces model describes processes that tend to move an
industry toward the economic condition of perfect competition.
In general, industries are perfectly competitive when there are high levels of threat from new
entry, rivalry, substitutes, suppliers, and buyers.
Firms in this kind of industry generally enjoy only competitive parity.
Any profits that might exist in this type of industry are quickly competed away by potential
entrants, rivals reducing their prices, substitutes becoming more attractive, suppliers raising
their prices or lowering their quality, and buyers demanding lower prices or higher quality.
When a firm operates in an industry that is not perfectly competitive, it may be possible to
earn some profits.
Industries in which the threat of new entrants entering, rivals, substitutes, suppliers, and
buyers is less pronounced will, on average, have higher levels of performance.
To see how the five forces model can be used to analyze the threats in an industry,
consider the performance potential of the two industries described in Table 3.7: the
pharmaceutical industry and the consumer electronics industry..
11
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PROVA 04
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PROVA 04
National Competitive Advantage in Services
The most visible form of international competition is in manufactured goods. Automobiles,

VCRs, and machine tools are symbols of the new international order among nations. Trade
in manufactured goods has grown much more rapidly than world GNP in the postwar period,
and available data show that manufactured goods account for the great majority of overall
trade. Consequently, most discussions of national competitive advantage are preoccupied
with manufacturing.
Yet services have long represented a significant proportion of most national economies.
Indeed, the development of services such as finance, transportation, and communications
was an essential part of the Industrial Revolution. Moreover, there has always been some
international competition in service industries. Companies have been competing
internationally in shipping, insurance, tourism, and many other service industries since at
least the turn of this century. Overall, however, service industries have been largely
domestic in character and trade in services relatively small.
Attitudes about services have undergone a remarkable shift in recent years, however. The
service sector has been growing markedly as a proportion of the national economies of all
advanced nations. It is just beginning to reach the consciousness of governments as an
important component of the economy. At the same time, international competition in
services is on the rise. Large, international service organizations, such as McDonald’s and
Servicemaster (United States), Saatchi & Saatchi and Hawley Group (United Kingdom),
Adia (Switzerland), and International Service System (Denmark),
National Competitive Advantage in Services
The most visible form of international competition is in manufactured goods. Automobiles,

VCRs, and machine tools are symbols of the new international order among nations.
13
ENGLISH PÓS
Trade in manufactured goods has grown much more rapidly than world GNP in the postwar
period, and available data show that manufactured goods account for the great majority of
overall trade. Consequently, most discussions of national competitive advantage are
preoccupied with manufacturing.
Yet services have long represented a significant proportion of most national economies.
Indeed, the development of services such as finance, transportation, and communications
was an essential part of the Industrial Revolution.
Moreover, there has always been some international competition in service industries.
Companies have been competing internationally in shipping, insurance, tourism, and many
other service industries since at least the turn of this century.
Overall, however, service industries have been largely domestic in character and trade in
services relatively small.
Attitudes about services have undergone a remarkable shift in recent years, however.
The service sector has been growing markedly as a proportion of the national economies of
all advanced nations. It is just beginning to reach the consciousness of governments as an
important component of the economy.
At the same time, international competition in services is on the rise.
14
ENGLISH PÓS
Large, international service organizations, such as McDonald’s and Servicemaster (United

States), Saatchi & Saatchi and Hawley Group (United Kingdom), Adia (Switzerland), and
International Service System (Denmark).
Observações
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PROVA 05
16
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PROVA 05
The Analysis of Business
The techniques to be developed in this book are for both inside and outside investors. Both
invest in business operations. The outside investor talks of buying a stock, but buying a
stock is not buying a piece of paper; it is buying a piece of a business. An old adage says,
“One does not buy a stock, one buys a business.” And it goes on: “If you are going to buy a
business, know the business.”
An accomplished analyst must know the business she is covering. An analyst seeking to
value a telecommunications firm must understand that industry and the firm's position in it.
She must know the firm's strategy to build networks, to adapt to technological change, and
to meet the challenges of its competitors. She must know the products. She must anticipate
consumer demand. She must know whether there is excess capacity in the industry. She
must understand the evolving technology path, how voice, data, and multimedia might be
delivered in the future. She must understand government regulations. The business context
gives meaning to information. The significance of high labor costs of, say, 70 percent of
sales is much greater for a firm with low labor input and high capital input than for a
consulting firm with a large labor input. To understand whether a P/E ratio of 87.9 for Dell,
Inc., is too high, the analyst must understand the computer business, the prospects for
sales growth, and the profit margins on different computer products. Some types of firms
work on low profit margins (profits relative to sales), while others work on high profit
margins, and it might be ridiculous to expect a low-margin firm to improve its profit margin
substantially. Normal inventory levels differ between retailers and wholesalers, and between
manufacturers and retailers. Depreciation charges should be high if a firm is in an industry
with rapidly changing technology or excess capacity.
The analysis of business
The techniques to be developed in this book are for both inside and outside investors. Both
invest in business operations.
17
ENGLISH PÓS
The outside investor talks of buying a stock, but buying a stock is not buying a piece of
paper; it is buying a piece of a business. An old adage says, “One does not buy a stock,
one buys a business.”
And it goes on: “If you are going to buy a business, know the business.”
An accomplished analyst must know the business she is covering. An analyst seeking to
value a telecommunications firm must understand that industry and the firm's position in it.
She must know the firm's strategy to build networks, to adapt to technological change, and
to meet the challenges of its competitors. She must know the products.
She must anticipate consumer demand. She must know whether there is excess capacity in
the industry. She must understand the evolving technology path, how voice, data, and
multimedia might be delivered in the future.
She must understand government regulations. The business context gives meaning to
information.
The significance of high labor costs of, say, 70 percent of sales is much greater for a firm
with low labor input and high capital input than for a consulting firm with a large labor input.
To understand whether a P/E ratio of 87.9 for Dell, Inc., is too high, the analyst must
understand the computer business, the prospects for sales growth, and the profit margins
on different computer products.
18
ENGLISH PÓS
Some types of firms work on low profit margins (profits relative to sales), while others work
on high profit margins, and it might be ridiculous to expect a low-margin firm to improve its
profit margin substantially.
Normal inventory levels differ between retailers and wholesalers, and between
manufacturers and retailers. Depreciation charges should be high if a firm is in an industry
with rapidly changing technology or excess capacity.
Observações
19
ENGLISH PÓS
PROVA 06
20
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PROVA 06
Hygiene Factors
Cultural Influences. One of the important themes of this-book is recognizing and addressing
cultural diversity in the workforce. As U.S. organizations continue to expand overseas and
foreign motivation of employees. Herzberg believes that, despite cultural differences,
motivators and hygienes organizations establish manufacturing operations in Canada,
Mexico, and the United States, managers must be aware of cultural differences and how
these differences can affect the affect workers similarly throughout the world. For U.S.
workers about 80 percent of the factors that lead to job satisfaction can be traced to
motivators. For workers in the other countries listed, motivators accounted for 60 to 90
percent of the reason for job satisfaction. Hygienes accounted for most of the reasons that
workers were dissatisfied with their jobs. In Finland, 80 percent of the workers indicated that
hygiene factors contributed mainly to job dissatisfaction, whereas only 10 percent said that
hygiene factors contributed to their job satisfaction.
With the passage of the North American Free Trade Agreement (NAFTA), managers and
employees in North America began working more closely with others who don't necessarily
share similar work motivation. It doesn't take U.S. managers very long to realize that
employees in Mexico have different attitudes toward work. In the United States workers
generally favor taking the initiative, having individual responsibility, and taking failure
personally. They are competitive, have high goals, and live for the future. Workers are
comfortable operating in a group, with the group sharing both success and failure. They
tend to be cooperative, flexible, and enjoy life as itis now.
Hygiene factors
Cultural Influences. One of the important themes of this-book is recognizing and addressing
cultural diversity in the workforce.
21
ENGLISH PÓS
As U.S. organizations continue to expand overseas and foreign organizations establish

manufacturing operations in Canada, Mexico, and the United States, managers must be
aware of cultural differences and how these differences can affect the motivation of
employees.
Herzberg believes that, despite cultural differences, motivators and hygienes affect workers
similarly throughout the world. For U.S. workers about 80 percent of the factors that lead to
job satisfaction can be traced to motivators.
For workers in the other countries listed, motivators accounted for 60 to 90 percent of the
reason for job satisfaction.
Hygienes accounted for most of the reasons that workers were dissatisfied with their jobs.
In Finland, 80 percent of the workers indicated that hygiene factors contributed mainly to job
dissatisfaction, whereas only 10 percent said that hygiene factors contributed to their job
satisfaction.
With the passage of the North American Free Trade Agreement (NAFTA), managers and
employees in North America began working more closely with others who don't necessarily
share similar work motivation.
It doesn't take U.S. managers very long to realize that employees in Mexico have different
attitudes toward work. In the United States workers generally favor taking the initiative,
having individual responsibility, and taking failure personally.
They are competitive, have high goals, and live for the future. Workers are comfortable
operating in a group, with the group sharing both success and failure. They tend to be
cooperative, flexible, and enjoy life as itis now.
22
ENGLISH PÓS
PROVA 07
23
ENGLISH PÓS
PROVA 07
Financial Statement Analysis: Focusing the Lens on the Business
We have repetitively said that one cannot value a business without a thorough
understanding of the business; knowing the business is a prerequisite to valuation and
strategy analysis-Step 1 of fundamental analysis. Before embarking on this chapter, look
back to the section titled “The Analysis of Business” in Chapter 1, where the main that
determine business success are discussed. The analyst must understand the business
model and alternative, adaptive strategies available to the firm. She must understand
factors the firm's product, its marketing and production methods, and its knowledge base.
She must understand the legal, regulatory, and political constraints on the firm. Most
important, she must develop an appreciation of the durability of the firm's competitive
advantage, if any.
Understanding these many economic factors is a prerequisite to forecasting. But we need a

way of translating these factors into measures that lead to a valuation. We must recognize
the firm's product, the competition in the industry, the firm's ability to develop product
innovations, and so on, but we must also interpret-this knowledge in a way that leads to a
valuation. Economic factors are often expressed in qualitative terms that are suggestive but
do not immediately translate into concrete dollar numbers. We might recognize that a firm
has “market power,” but what does this imply for its value? We might recognize that a firm is
“under threat of competition” but what does this imply for its value? How are “growth
opportunities” valued?
Accounting-based valuation models and the financial statement analysis of Chapters 11 and
12 provide the translation. Market power translates into higher margins: competition reduces
them. The technology to produce sales is reflected in the asset turnover.
Financial statement analysis: focusing the lens on the business
24
ENGLISH PÓS
We have repetitively said that one cannot value a business without a thorough
understanding of the business; knowing the business is a prerequisite to valuation and
strategy analysis-Step 1 of fundamental analysis.
Before embarking on this chapter, look back to the section titled “The Analysis of Business”
in Chapter 1, where the main that determine business success are discussed.
The analyst must understand the business model and alternative, adaptive strategies
available to the firm.
She must understand factors the firm's product, its marketing and production methods, and
its knowledge base.
She must understand the legal, regulatory, and political constraints on the firm. Most
important, she must develop an appreciation of the durability of the firm's competitive
advantage, if any.
Understanding these many economic factors is a prerequisite to forecasting. But we need a

way of translating these factors into measures that lead to a valuation.
We must recognize the firm's product, the competition in the industry, the firm's ability to
develop product innovations, and so on, but we must also interpret-this knowledge in a way
that leads to a valuation.
Economic factors are often expressed in qualitative terms that are suggestive but do not
immediately translate into concrete dollar numbers.
25
ENGLISH PÓS
We might recognize that a firm has “market power,” but what does this imply for its value?
We might recognize that a firm is “under threat of competition” but what does this imply for
its value? How are “growth opportunities” valued?
Accounting-based valuation models and the financial statement analysis of Chapters 11 and
12 provide the translation. Market power translates into higher margins: competition reduces
them. The technology to produce sales is reflected in the asset turnover.
Observações
26
ENGLISH PÓS
PROVA 08
27
ENGLISH PÓS
PROVA 08
Managing the Review Process in Accounting Research: Advice from Authors

and Editors
ABSTRACT: The purpose of this paper is to provide advice to accounting doctoral

students and new accounting Ph.D.s on managing the review process. We also hope
that our advice and suggestions will assist more experienced accounting faculty in their
research endeavors. We offer suggestions from the point of view of researchers at
various stages in their career. We also interview a variety of current and former journal
editors and provide their suggestions and insights. We first provide suggestions to help
position the article so as to receive a more helpful review. We then discuss strategies
for responding to the editorial process and provide specific advice for handling various
editorial decisions including a rejection, a reject-and-resubmit, a revise-and-resubmit,
and an acceptance. We build upon prior research by providing a summary of advice
for each type of editorial decision and by providing advice and suggestions from
editors and associate editors at a wide range of accounting journals.
Managing the Review Process in Accounting Research: Advice from Authors and
Editors
The purpose of this paper is to provide advice to accounting doctoral students and new
accounting Ph.D.s on managing the review process.
We also hope that our advice and suggestions will assist more experienced accounting
faculty in their research endeavors.
28
ENGLISH PÓS
We offer suggestions from the point of view of researchers at various stages in their career.
We also interview a variety of current and former journal editors and provide their
suggestions and insights.
We first provide suggestions to help position the article so as to receive a more helpful
review. We then discuss strategies for responding to the editorial process and provide
specific advice for handling various editorial decisions including a rejection, a reject-and-
resubmit, a revise-and-resubmit, and an acceptance.
We build upon prior research by providing a summary of advice for each type of editorial
decision and by providing advice and suggestions from editors and associate editors at a
wide range of accounting journals.
Observações
29
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PROVA 09
30
ENGLISH PÓS
PROVA 09
Abusive Tax Avoidance and Responsibilities of Tax Professionals
Abusive tax avoidance reduces the effectiveness and equity of fiscal institutions, and hence
contributes to significant levels of deprivation in both developed and developing countries.
In the first part of this paper, we outline the main reasons for the existence and scale of
abusive tax avoidance, with emphasis on factors that exacerbate the problem in the
developing world. However, our main project in this paper is normative. We argue that tax
professionals, such as lawyers, accountants and financial advisors, have strong obligations
to help remedy the deprivation caused by abusive tax avoidance. To make our case, we
present three connective grounds that serve as criteria for remedial responsibilities: causal
contribution, benefit and capacity to assist. Although these criteria sometimes pull in
different directions, when all three converge there are especially strong grounds for
assigning responsibilities to the relevant set of actors. Applying this convergence approach,
we demonstrate that tax professionals contribute majorly to abusive tax avoidance, benefit
greatly from its persistence, and have significant capacities to reduce its extent. One result
of this analysis is that tax professionals-especially large accountancy, legal and securities
firms-ought to do much more to address tax avoidance than merely comply with existing
legislation. We also argue that these responsibilities are consistent with, indeed required by,
widely accepted standards of professional integrity.
Abusive Tax Avoidance and Responsibilities of Tax Professionals
Abusive tax avoidance reduces the effectiveness and equity of fiscal institutions, and hence
contributes to significant levels of deprivation in both developed and developing countries.
31
ENGLISH PÓS
In the first part of this paper, we outline the main reasons for the existence and scale of
abusive tax avoidance, with emphasis on factors that exacerbate the problem in the
developing world.
However, our main project in this paper is normative. We argue that tax professionals, such
as lawyers, accountants and financial advisors, have strong obligations to help remedy the
deprivation caused by abusive tax avoidance.
To make our case, we present three connective grounds that serve as criteria for remedial
responsibilities: causal contribution, benefit and capacity to assist.
Although these criteria sometimes pull in different directions, when all three converge there
are especially strong grounds for assigning responsibilities to the relevant set of actors.
Applying this convergence approach, we demonstrate that tax professionals contribute
majorly to abusive tax avoidance, benefit greatly from its persistence, and have significant
capacities to reduce its extent.
One result of this analysis is that tax professionals-especially large accountancy, legal and
securities firms-ought to do much more to address tax avoidance than merely comply with
existing legislation.
We also argue that these responsibilities are consistent with, indeed required by, widely
accepted standards of professional integrity.
32
ENGLISH PÓS
PROVA10
33
ENGLISH PÓS
PROVA 10
Corporate Governance and Boards of Directors
The term corporate governance refers to the sets of mechanisms and processes that help
ensure that companies are directed and managed to create value for their owners while
concurrently fulfilling responsibilities to other stakeholders (e.g. employees, suppliers,
society at large). Many mechanisms, including boards of directors, external auditors,
corporate governance ratings, shareholder voting rights, and takeover threats, can have
corporate governance effects.
Corporate governance systems and management control systems (MCSs) are inextricably
linked. A corporate governance focus is slightly broader than is an MCSs focus. An MCSs
focus takes the perspective of top management and asks what can be done to ensure the
proper behaviors of employees in the organization. The corporate governance focus is on
controlling the behaviors of top management and, through their direction, those of all the
other employees in the firm. Thus, corporate governance adds the concern for controlling
the behaviors of top management. Much of the control over top management comes from
forces external to the firm, such as regulators, boards of directors, and external auditors.
However, there are many obvious overlaps between corporate governance mechanisms
and MCS mechanisms. Changes in corporate governance mechanisms and practices will
usually have immediate and direct effects on the effectiveness of MCSs. Primarily because
of the major business scandals that were uncovered in the early 2000s, including Enron,
WorldCom, Tyco, Parmalat, and Royal Ahold, and other abuses, such as late trading and
market timing in the investment industry, interest in corporate governance has skyrocketed.
Internet searches using those two words yield hundreds of thousands of references
Corporate Governance and Boards of Directors
The term corporate governance refers to the sets of mechanisms and processes that help
ensure that companies are directed and managed to create value for their owners while
concurrently fulfilling responsibilities to other stakeholders (e.g. employees, suppliers,
society at large).
34
ENGLISH PÓS
Many mechanisms, including boards of directors, external auditors, corporate governance

ratings, shareholder voting rights, and takeover threats, can have corporate governance
effects.
Corporate governance systems and management control systems (MCSs) are inextricably
linked. A corporate governance focus is slightly broader than is an MCSs focus.
An MCSs focus takes the perspective of top management and asks what can be done to
ensure the proper behaviors of employees in the organization.
The corporate governance focus is on controlling the behaviors of top management and,
through their direction, those of all the other employees in the firm.
Thus, corporate governance adds the concern for controlling the behaviors of top
management.
Much of the control over top management comes from forces external to the firm, such as
regulators, boards of directors, and external auditors.
However, there are many obvious overlaps between corporate governance mechanisms
and MCS mechanisms.
Changes in corporate governance mechanisms and practices will usually have immediate
and direct effects on the effectiveness of MCSs.
Primarily because of the major business scandals that were uncovered in the early 2000s,
including Enron, WorldCom, Tyco, Parmalat, and Royal Ahold, and other abuses, such as
late trading and market timing in the investment industry, interest in corporate governance
has skyrocketed.
35
ENGLISH PÓS
Internet searches using those two words yield hundreds of thousands of references
Observações
36
ENGLISH PÓS
PROVA 11
37
ENGLISH PÓS
PROVA 11
A Concept of Accounting Quality from Accounting Harmonisation Perspective
Accounting harmonization is an undergoing process, which attracts attention of numerous

researchers and accounting professionals worldwide. It is a process intended to enhance
accounting practice and information disclosure comparability by decreasing variations of
such practices and disclosures. It is aimed to improve management of multinational
companies and to decrease cost of capital, to increase transparency and quality of
disclosures by making information more mutually comparable, to contribute to a better
functioning of financial markets (Diaconu, 2006; Brochet, Jagolinzer&Riedl, 2013;
Fritz&Lämmle, 2003, Christensen, Lee&Walker 2007 and 2008). Along with accounting
harmonisation (especially with adoption of IFRS –International Financial Reporting
Standards), expectations were raised about increased quality of financial information, better
comparability of financial statements across countries and companies, and higher level of
corporate transparency.
The substantial part of accounting harmonisation related scientific research (Amstrong,
Barth, Jagolinzer&Riedl, 2010; Ding&Su, 2008; Eccher&Healy, 2003) is associated with
adoption of IFRS. Many countries worldwide adopted IFRS in attempt to harmonise
accounting and reporting by listed and other public interest companies. However, from the
EU perspective accounting harmonisation is a much broader process, involving not only
adoption of IFRS but also incentives and efforts to develop a single set of accounting
standards for the public sector and for small and medium entities, to introduce unified
accounting and reporting requirements via newly adopted Accounting and Transparency
Directives, etc.
A Concept of Accounting Quality from Accounting Harmonisation Perspective
Accounting harmonization is an undergoing process, which attracts attention of

numerous researchers and accounting professionals worldwide.
38
ENGLISH PÓS
It is a process intended to enhance accounting practice and information disclosure

comparability by decreasing variations of such practices and disclosures.
It is aimed to improve management of multinational companies and to decrease cost of

capital, to increase transparency and quality of disclosures by making information more
mutually comparable, to contribute to a better functioning of financial markets (Diaconu,
2006; Brochet, Jagolinzer&Riedl, 2013; Fritz&Lämmle, 2003, Christensen, Lee&Walker
2007 and 2008).
Along with accounting harmonisation (especially with adoption of IFRS –International

Financial Reporting Standards), expectations were raised about increased quality of
financial information, better comparability of financial statements across countries and
companies, and higher level of corporate transparency.
The substantial part of accounting harmonisation related scientific research (Amstrong,

Barth, Jagolinzer&Riedl, 2010; Ding&Su, 2008; Eccher&Healy, 2003) is associated with
adoption of IFRS.
Many countries worldwide adopted IFRS in attempt to harmonise accounting and reporting
by listed and other public interest companies.
However, from the EU perspective accounting harmonisation is a much broader process,

involving not only adoption of IFRS but also incentives and efforts to develop a single set of
accounting standards for the public sector and for small and medium entities, to introduce
unified accounting and reporting requirements via newly adopted Accounting and
Transparency Directives, etc.
Observações
39
ENGLISH PÓS
PROVA 12
40
ENGLISH PÓS
PROVA 12
Interpersonal Skills
This cluster of skills involves interacting with culturally different others and in foreign cultural
contexts. In general, the argument for the efficacy of this skill set is that interpersonal skills
lead to increased social interaction with culturally different others, which in turn leads to
positive outcomes, such as the ability to adjust. For example, learning about the host
country, including language and increased socialization with host nationals, were the two
most important coping mechanisms reported in a recent survey of expatriates (Tung,
1998a). Aggregates of interpersonal skills have also been found to predict satisfaction
overseas, interactions with host nationals, and task effectiveness (Hawes & Kealey, 1981).
Examples of this skill set include sociability, flexibility, and communication skills.
The early Peace Corps research identified the ability to develop relationships with locals as
important to overseas success (e.g., Stein, 1966). This skill has been defined in various
ways, ranging from not being task oriented (Ruben & Kealey,1979), to social adroitness,
social orientation, sociability (Black, 1990; Caligiuri,2000; Kealey, 1989), and even being
cooperative (Tung, 1998a).
Interpersonal skills
This cluster of skills involves interacting with culturally different others and in foreign cultural
contexts.
In general, the argument for the efficacy of this skill set is that interpersonal skills lead to
increased social interaction with culturally different others, which in turn leads to positive
outcomes, such as the ability to adjust.
41
ENGLISH PÓS
For example, learning about the host country, including language and increased
socialization with host nationals, were the two most important coping mechanisms reported
in a recent survey of expatriates (Tung, 1998a).
Aggregates of interpersonal skills have also been found to predict satisfaction overseas,
interactions with host nationals, and task effectiveness (Hawes & Kealey, 1981). Examples
of this skill set include sociability, flexibility, and communication skills.
The early Peace Corps research identified the ability to develop relationships with locals as
important to overseas success (e.g., Stein, 1966).
This skill has been defined in various ways, ranging from not being task oriented (Ruben &
Kealey,1979), to social adroitness, social orientation, sociability (Black, 1990; Caligiuri,2000;
Kealey, 1989), and even being cooperative (Tung, 1998a).
Observações
42
ENGLISH PÓS
PROVA 13
43
ENGLISH PÓS
PROVA 13
The Role of Authority
Having discussed the processes whereby the individual becomes a member of an

organization, we come to the next problem, which is how the organization fits the
individual's behavior into an overall pattern-how it influences his decisions. Two aspects of
influence may be distinguished: the stimuli with which the organization seeks to influence
the individual; and the psychological “set” of the individual, which determines his response
to the stimuli. These may be termed the “external” and “internal” aspects of influence,
respectively.
For purposes of exposition, it is not convenient to separate completely the external and
internal aspects of influence. Each plays a greater or lesser role in all the principal modes of
influence: authority, communication, training, efficiency, and identification (organizational
loyalty). Each of these topics will be considered; in tum, in the following chapters.
In this and the following chapters it is necessary to keep constantly in mind the idea of a
decision as a conclusion drawn from a set of premises-value premises, and factual
premises. Organizational influence upon the individual may then be interpreted not as
determination by the organization of the decisions of the individual, bur as determination for
him of some of the premises upon which his decisions are based. Hence the several modes
of influence by no means exclude one another.
The role of authority.
Having discussed the processes whereby the individual becomes a member of an

organization, we come to the next problem, which is how the organization fits the
individual's behavior into an overall pattern-how it influences his decisions. .
44
ENGLISH PÓS
Two aspects of influence may be distinguished: the stimuli with which the organization
seeks to influence the individual; and the psychological “set” of the individual, which
determines his response to the stimuli. .
These may be termed the “external” and “internal” aspects of influence, respectively. .
For purposes of exposition, it is not convenient to separate completely the external and
internal aspects of influence.
Each plays a greater or lesser role in all the principal modes of influence: authority,
communication, training, efficiency, and identification (organizational loyalty). .
Each of these topics will be considered; in tum, in the following chapters. .
In this and the following chapters it is necessary to keep constantly in mind the idea of a
decision as a conclusion drawn from a set of premises-value premises, and factual
premises.
Organizational influence upon the individual may then be interpreted not as determination
by the organization of the decisions of the individual, bur as determination for him of some
of the premises upon which his decisions are based. .
Hence the several modes of influence by no means exclude one another. .
Observações
45
ENGLISH PÓS
PROVA 14
46
ENGLISH PÓS
PROVA 14
Cost Accounting: Linking Necessary Concepts
Traditional cost accounting textbooks present concepts in packets of material called

chapters with very little interaction between the chapters. Concepts are taught in isolation
with very little guidance on how the concepts should actually be linked to make correct
business decisions. Further, suggested test questions only test the concept in isolation. An
exam may cover multiple chapters, but a student learns to use the concepts in isolation.
This does not prepare the student for a real life business situation. In this paper, I look at
the ability of students to put multiple cost accounting concepts together to answer a
comprehensive accounting problem. I then further suggest an end of semester review
project that not only allows for review of multiple concepts; it makes the students think about
how the concepts are related.
There has been criticism of accounting education in general because of the focus on
mechanical procedural approaches and” emphasis on narrow packets of information
(American Accounting Association [AAA] 1986, Accounting Education Change Commission,
1992) and a through a joint study with the AAA, the Institute of Management Accountants
and the American Institute of Certified Public Accountants it was concluded that current
accounting education was not designed to adapt to changes in the business environment
(Albrecht and Sack 2000). More recently, members of the Institute of Management
Accountants and members of the Management Accounting Section of the American
Accounting Association teamed up to address competency issues in accounting education
and made suggestions on competency integration (Brewer, ct al. (2014) Lawson et al.
(2014), Lawson et al. (2015)). Traditional approaches to accounting education limit the
ability of the student to move to the higher levels of learning and decision making that is
necessary in the current business environment.
Cost Accounting: Linking Necessary Concepts
Traditional cost accounting textbooks present concepts in packets of material called

chapters with very little interaction between the chapters.
47
ENGLISH PÓS
Concepts are taught in isolation with very little guidance on how the concepts should
actually be linked to make correct business decisions.
Further, suggested test questions only test the concept in isolation. An exam may cover
multiple chapters, but a student learns to use the concepts in isolation.
This does not prepare the student for a real life business situation. In this paper, I look at
the ability of students to put multiple cost accounting concepts together to answer a
comprehensive accounting problem.
I then further suggest an end of semester review project that not only allows for review of
multiple concepts; it makes the students think about how the concepts are related.
There has been criticism of accounting education in general because of the focus on
mechanical procedural approaches and” emphasis on narrow packets of information
(American Accounting Association [AAA] 1986, Accounting Education Change Commission,
1992) and a through a joint study with the AAA, the Institute of Management Accountants
and the American Institute of Certified Public Accountants it was concluded that current
accounting education was not designed to adapt to changes in the business environment
(Albrecht and Sack 2000).
More recently, members of the Institute of Management Accountants and members of the
Management Accounting Section of the American Accounting Association teamed up to
address competency issues in accounting education and made suggestions on competency
integration (Brewer, ct al. (2014) Lawson et al. (2014), Lawson et al. (2015)).
48
ENGLISH PÓS
Traditional approaches to accounting education limit the ability of the student to move to the
higher levels of learning and decision making that is necessary in the current business
environment
Observações
49
ENGLISH PÓS
PROVA 15
50
ENGLISH PÓS
PROVA 15
Corporate Sustainability Reporting and Stakeholder Concerns: Is There a

Disconnect?
The number of companies reporting their corporate sustainability (CS) activities has
significantly increased over the last decade. The result being a wide variability in the types
of activities being reported and the ways the information is presented. An unanswered
question is whether the information being reported by companies following the Global
Reporting Initiative (GRI) CS framework is of interest to arguably one of the primary
stakeholder groups, customers. Our study seeks to fill this knowledge gap by comparing the
content of CS reports to results from a large-scale consumer stakeholder survey. By
performing factor analysis on stakeholder evaluation of the importance of CS activities, we
find that consumers see different dimensions than those put forth by the GRI framework,
thereby suggesting a disconnect between corporate sustainability reporting and stakeholder
views and interests. Our results indicate that risk and compliance are dimensions of interest
to customers, while the GRI economic dimension is not viewed as important. Additionally, a
new dimension of social justice is the most important to consumer stakeholders.
Furthermore, the study highlights particular activities within each factor that are most
important to the consumer stakeholder group. This research has implications for preparers
of sustainability reports and organizations, such as the GRI, that establish guidance for
sustainability reporting.
Corporate Sustainability Reporting and Stakeholder Concerns: Is There a Disconnect?
The number of companies reporting their corporate sustainability (CS) activities has
significantly increased over the last decade.
The result being a wide variability in the types of activities being reported and the ways the
information is presented.
51
ENGLISH PÓS
An unanswered question is whether the information being reported by companies following

the Global Reporting Initiative (GRI) CS framework is of interest to arguably one of the
primary stakeholder groups, customers.
Our study seeks to fill this knowledge gap by comparing the content of CS reports to results
from a large-scale consumer stakeholder survey.
By performing factor analysis on stakeholder evaluation of the importance of CS activities,

we find that consumers see different dimensions than those put forth by the GRI framework,
thereby suggesting a disconnect between corporate sustainability reporting and stakeholder
views and interests.
Our results indicate that risk and compliance are dimensions of interest to customers, while
the GRI economic dimension is not viewed as important.
Additionally, a new dimension of social justice is the most important to consumer

stakeholders.
Furthermore, the study highlights particular activities within each factor that are most
important to the consumer stakeholder group.
This research has implications for preparers of sustainability reports and organizations,
such as the GRI, that establish guidance for sustainability reporting.
Observações
52
ENGLISH PÓS
PROVA 16
53
ENGLISH PÓS
PROVA 16
Big Five Audits and Accounting Fraud
Empirical studies of earnings management, audit pricing, and audit reporting provide
extensive evidence that the Big Five public accounting firms are associated with higher
quality financial statements (Francis 2004).Nevertheless, the recent high-profile financial
reporting failures that roiled the U.S. capital markets cast doubt on whether this proposition
remains valid. Indeed, many commentators interpret the steep upward trend during the late
1990s and early 2000s in accounting misstatements by companies with Big Five auditors as
almost conclusive evidence that their assurance services have deteriorated over time (e.g.,
Coffee 2002; Imhoff 2003; Zeff 2003). Among other explanations, some observers blame
these watershed events on the more lenient litigation landscape having a disproportionate
impact on Big Five quality as well as market conditions that led them to increasingly pursue
lucrative consulting contracts to the detriment of their independence on audit engagements
(e.g., Earley, Odabashian, and Willenborg 2003).
Measuring trends in absolute audit quality is typically infeasible, so we more narrowly focus
on discriminating between the relative performance of the Big Five and non-Big Five audit
firms in preventing companies from orchestrating accounting fraud.
Big five audits and accounting fraud
Empirical studies of earnings management, audit pricing, and audit reporting provide
extensive evidence that the Big Five public accounting firms are associated with higher
quality financial statements (Francis 2004).
Nevertheless, the recent high-profile financial reporting failures that roiled the U.S. capital
markets cast doubt on whether this proposition remains valid. Indeed, many commentators
interpret the steep upward trend during the late 1990s and early 2000s in accounting
misstatements by companies with Big Five auditors as almost conclusive evidence that their
assurance services have deteriorated over time (e.g., Coffee 2002; Imhoff 2003; Zeff 2003).
54
ENGLISH PÓS
Among other explanations, some observers blame these watershed events on the more
lenient litigation landscape having a disproportionate impact on Big Five quality as well as
market conditions that led them to increasingly pursue lucrative consulting contracts to the
detriment of their independence on audit engagements (e.g., Earley, Odabashian, and
Willenborg 2003).
Measuring trends in absolute audit quality is typically infeasible, so we more narrowly focus
on discriminating between the relative performance of the Big Five and non-Big Five audit
firms in preventing companies from orchestrating accounting fraud.
Observações
55
ENGLISH PÓS
PROVA 17
56
ENGLISH PÓS
PROVA 17
Business Intelligence, Strategies and Ethics
During times of recession, emphasis within organizations lies on available budgets and
making the right decisions to guarantee the continuity of an organization. Pursuing
improvement of financial results, production capacity or sales figures, results in several (ad-
hoc) decisions. The results of these decisions have an increasing impact on the operational,
tactical and strategic levels within an organization. While facing severe decisions which
have an impact on the business, organizations need to obtain knowledge to undertake
actions and ensure the effectiveness of decisions. Bierly, Kessler, & Christensen (2000)
define knowledge as a clear understanding of information; transformation from data (raw
facts) to information (meaningful, useful data) is specified as the process of gaining
knowledge. In his view on a knowledge• based theory of the firm, Grant (1996) states that
the critical input in production and primary source of value in organizations is knowledge.
Currently, many chunks of valuable information, in the form of raw data and undefined
performance indicators, remain unused within great pools of data. This paper describes the
process of gaining knowledge from data available within databases to allow organizations to
gain knowledge and use knowledge to support the decision making processes.
Business Intelligence, Strategies and Ethics
During times of recession, emphasis within organizations lies on available budgets and
making the right decisions to guarantee the continuity of an organization.
Pursuing improvement of financial results, production capacity or sales figures, results in

several (ad-hoc) decisions.
The results of these decisions have an increasing impact on the operational, tactical and
strategic levels within an organization.
57
ENGLISH PÓS
While facing severe decisions which have an impact on the business, organizations need to
obtain knowledge to undertake actions and ensure the effectiveness of decisions.
Bierly, Kessler, & Christensen (2000) define knowledge as a clear understanding of

information; transformation from data (raw facts) to information (meaningful, useful data) is
specified as the process of gaining knowledge. In his view on a knowledge• based theory of
the firm, Grant (1996) states that the critical input in production and primary source of value
in organizations is knowledge.
Currently, many chunks of valuable information, in the form of raw data and undefined
performance indicators, remain unused within great pools of data.
This paper describes the process of gaining knowledge from data available within
databases to allow organizations to gain knowledge and use knowledge to support the
decision making processes.
Observações
58
ENGLISH PÓS
PROVA 18
59
ENGLISH PÓS
PROVA 18
Accounting Ethics In Unfriendly Environments: The Educational Challenge
In recent years, and in close connection with a number of well-known financial malpractice
cases, public debate on business ethics has intensified worldwide, and particularly in ethics-
unfriendly environments, such as Spain, with many recent fraud and corruption scandals. In
the context of growing consensus on the need of balancing social prosperity and business
profits, concern is increasing for introducing business (and particularly accounting) ethics in
higher education curricula. The purpose is to improve ethical behaviour of future business
people, and of accounting professionals in particular. In this study, from a sample of 551
business students at a Spanish university, the importance of accounting ethics is
investigated. The aim of this paper is twofold. First, we attempt to examine students’ overall
perceptions of business ethics in unfriendly environments and, specifically, their views on
the importance and goals of accounting ethics education. Second, we intend to investigate
whether potential differences in such perceptions depend on previous business ethics
courses taken, gender, and age of students. Our results show that those students who have
previously taken an ethics course are especially prone to considering that accounting
education should include ethical considerations, and show greater interest in further
introducing this subject in their curricula. These facts should encourage universities offering
business degrees in ethics-unfriendly environments to extend the implementation of ethics
courses in their curricula. Besides, significant differences in students’ perceptions on the
importance of accounting ethics are found depending on their gender and age.
Accounting ethics in unfriendly environments: the educational challenge
In recent years, and in close connection with a number of well-known financial malpractice
cases, public debate on business ethics has intensified worldwide, and particularly in ethics-
unfriendly environments, such as Spain, with many recent fraud and corruption scandals.
60
ENGLISH PÓS
In the context of growing consensus on the need of balancing social prosperity and
business profits, concern is increasing for introducing business (and particularly accounting)
ethics in higher education curricula.
The purpose is to improve ethical behaviour of future business people, and of accounting
professionals in particular.
In this study, from a sample of 551 business students at a Spanish university, the
importance of accounting ethics is investigated.
The aim of this paper is twofold. First, we attempt to examine students’ overall perceptions
of business ethics in unfriendly environments and, specifically, their views on the
importance and goals of accounting ethics education.
Second, we intend to investigate whether potential differences in such perceptions depend

on previous business ethics courses taken, gender, and age of students.
Our results show that those students who have previously taken an ethics course are
especially prone to considering that accounting education should include ethical
considerations, and show greater interest in further introducing this subject in their curricula.
These facts should encourage universities offering business degrees in ethics-unfriendly

environments to extend the implementation of ethics courses in their curricula.
Besides, significant differences in students’ perceptions on the importance of accounting

ethics are found depending on their gender and age.
61
ENGLISH PÓS
PROVA 19
62
ENGLISH PÓS
PROVA 19
Developing the Business Plan
Once you have the basic concept for a product, you must develop a plan to create the
business. The planning process is one of the most important steps in starting a business
and helps minimize the risks involved. A good business plan can be a critical determinant of
whether a firm succeeds or fails. Debbie Gallagher, head of the Center for Entrepreneurship
at New York's Nassau Community College, points out that two-thirds of all businesses fail in
the first five years. “Why are these businesses failing? They haven't educated themselves
as to what it takes to run a business," she says.
One of the best ways to get that education is by preparing a formal, written business plan
that describes in detail the idea for he new business and how it will be carried out. A well-
prepared, comprehensive business plan helps business owners take an objective and
critical look at their business venture and set goals that will help them manage the business
and monitor its growth and performance.
Key features of a business plan are a general description of the company, the qualifications
of the owner(s), a description of the product or service, an analysis of the market (demand,
customers, competition), and a financial plan. It should focus on the uniqueness of the
business and explain why customers will be attracted to it. Exhibit 6.4 is a brief outline of
what a business plan should include.
Writing a good business plan may take many months. Many businesspeople, in their
eagerness to begin doing business, neglect planning. They immediately get caught up in
day-to-day operations and have little time for planning.
Developing the business plan
Once you have the basic concept for a product, you must develop a plan to create the
business.
63
ENGLISH PÓS
The planning process is one of the most important steps in starting a business and helps
minimize the risks involved.
A good business plan can be a critical determinant of whether a firm succeeds or fails.
Debbie Gallagher, head of the Center for Entrepreneurship at New York's Nassau
Community College, points out that two-thirds of all businesses fail in the first five years.
“Why are these businesses failing? They haven't educated themselves as to what it takes
to run a business," she says.
One of the best ways to get that education is by preparing a formal, written business
plan that describes in detail the idea for he new business and how it will be carried out.
A well-prepared, comprehensive business plan helps business owners take an objective

and critical look at their business venture and set goals that will help them manage the
business and monitor its growth and performance.
Key features of a business plan are a general description of the company, the qualifications
of the owner(s), a description of the product or service, an analysis of the market (demand,
customers, competition), and a financial plan.
It should focus on the uniqueness of the business and explain why customers will be
attracted to it. Exhibit 6.4 is a brief outline of what a business plan should include.
64
ENGLISH PÓS
Writing a good business plan may take many months. Many businesspeople, in their
eagerness to begin doing business, neglect planning. They immediately get caught up in
day-to-day operations and have little time for planning.
Observações
65
ENGLISH PÓS
PROVA 20
66
ENGLISH PÓS
PROVA 20
Measuring and Managing Consumer Sentiment in an Online Community Environment

The increasing popularity of social media has led firms to recognize the power of word of
mouth in online settings, in which consumers use technologies to communicate with others
about products and services (Godes and Mayzlin 2004). Within those settings, online
communities play a prominent role. An online community comprises “an aggregation of
individuals or business partners who interact based on a shared interest, where the
interaction is at least partially supported or mediated by technology and guided by certain
protocols and norms” (Porter and Donthu 2008, p. 115). In contrast to other online
marketing instruments, such as viral marketing campaigns or advertising on social
networking sites, online communities facilitate consumer to-consumer online conversations
and enable firms to interact with consumers directly and transparently (Dellarocas 2003,
2006). A firm’s role in online community management can be either passive or active
(Dholakia et al. 2009). Passive engagement involves offering a platform for online
conversations in which, notably, the firm does not engage in conversations among
consumers. In contrast, active engagement entails direct interactions with community
members, such as replies to consumer postings or the opening of new discussion threads
by a corporate employee. Companies following an active engagement strategy often employ
a hybrid approach that comprises both active and passive elements of interaction with their
customers (Dholakia et al. 2009; Schau, Muñiz, and Arnould 2009).
Measuring and managing consumer sentiment in an online community environment
The increasing popularity of social media has led firms to recognize the power of word of
mouth in online settings, in which consumers use technologies to communicate with others
about products and services (Godes and Mayzlin 2004).
67
ENGLISH PÓS
Within those settings, online communities play a prominent role. An online community
comprises “an aggregation of individuals or business partners who interact based on a
shared interest, where the interaction is at least partially supported or mediated by
technology and guided by certain protocols and norms” (Porter and Donthu 2008, p. 115).
In contrast to other online marketing instruments, such as viral marketing campaigns or

advertising on social networking sites, online communities facilitate consumer to-consumer
online conversations and enable firms to interact with consumers directly and transparently
(Dellarocas 2003, 2006).
A firm’s role in online community management can be either passive or active (Dholakia et
al. 2009). Passive engagement involves offering a platform for online conversations in
which, notably, the firm does not engage in conversations among consumers.
In contrast, active engagement entails direct interactions with community members, such as
replies to consumer postings or the opening of new discussion threads by a corporate
employee.
Companies following an active engagement strategy often employ a hybrid approach that
comprises both active and passive elements of interaction with their customers (Dholakia et
al. 2009; Schau, Muñiz, and Arnould 2009).
Observações
68

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CENTRO DE ESTUDO DE INGLÊS PARA FINS ACADÊMICOS

Curso Preparatório para Prova de

By Equipe Pedagógica English Pós

The Dynamics of National Advantage 02

Applying the Five Forces Model 09

National Competitive Advantage in Services 12

The Analysis of Business 16

Financial Statement Analysis: Focusing the Lens on the Business 23

Managing the Review Process in Accounting Research: Advice from Authors 17

Corporate Governance and Boards of Directors 33

A Concept of Accounting Quality from Accounting Harmonisation Perspective 37

The Role of Authority 43

The Cost of Creativity: A Control Perspective 46

Cost Accounting: Linking Necessary Concepts 49

Big Five Audits and Accounting Fraud 56

Business Intelligence, Strategies and Ethics 59

Accounting Ethics in Unfriendly Environments: The Educational Challenge 62

Developing the Business Plan 65

Measuring and Managing Consumer Sentiment in an Online Community

 Pdf da prova original,

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The Dynamics of National Advantage

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The dynamics of national advantage

Two elements—domestic rivalry and geographic industry concentration—have especially

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For example, the foreign subsidiaries of American computer manufacturers or

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Applying the Five Forces Model

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Applying the five forces model

Finally, it can be used to anticipate the average level of performance in an industry.

Firms in this kind of industry generally enjoy only competitive parity.

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National Competitive Advantage in Services

The most visible form of international competition is in manufactured goods. Automobiles,

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National Competitive Advantage in Services

The most visible form of international competition is in manufactured goods. Automobiles,

At the same time, international competition in services is on the rise.

Large, international service organizations, such as McDonald’s and Servicemaster (United

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The Analysis of Business

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The analysis of business

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As U.S. organizations continue to expand overseas and foreign organizations establish

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Financial Statement Analysis: Focusing the Lens on the Business

Understanding these many economic factors is a prerequisite to forecasting. But we need a

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