Curatorship, Experience, and Repurchase in Multibrand Digital Retail

Ragazzi, Bárbara; Santos, Vanessa Martins dos

doi:10.22167/2675-6528-202602129

Article

September 09, 2026

Curatorship, Experience, and Repurchase in Multibrand Digital Retail

Bárbara Ragazzi; Vanessa Martins dos Santos

DOI: 10.22167/2675-6528-202602129

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the Revista E&S with the support of the ResumeAI tool, an artificial intelligence solution developed by the Pecege Institute for textual synthesis and organization.

Abstract

The growth of digitalization in retail in Brazil has driven the emergence of companies focused on specialized curation. Faced with a highly competitive market, understanding the mechanisms that transform an occasional consumer into a recurring customer is strategic for business longevity. The objective of this study was to analyze the factors associated with the purchase and repurchase decision of consumers of a multi-brand company in the decoration, fashion, and beauty sector. We sought to identify the aspects of the shopping experience most valued by customers, evaluate the perception of curation, service, and delivery, as well as investigate how variables such as average ticket and consumption moment influence loyalty, in order to offer subsidies for the improvement of the studied organization’s retention strategies. The research adopted an applied nature with an exploratory qualitative approach, using the technique of semi-structured interviews with 15 clients. The results were treated through qualitative content analysis under inductive logic. The results indicated that product curation was the determining factor for the first purchase, while the intention to repurchase was conditioned by the delivery experience, with the visual identity of the packaging and sensory stimuli standing out as value differentiators. It was also found that logistical failures and bureaucratic exchange processes acted as inhibitors of repurchase, while humanized support via WhatsApp strengthened customer trust and retention. It was concluded that, for this sample, loyalty in digital niches depended on the alignment between the aesthetic promise of curation and operational excellence in after-sales service.

Keywords: Multichannel service; Consumer behavior; Unboxing experience; Repurchase; Perceived value.

1. Introduction

The Brazilian consumer goods market, especially those focused on personal and home well-being, has shown consistent expansion in recent years. This growth is driven by the increasing digitalization of retail and the demand for products that combine aesthetics and functionality. In this scenario, e-commerce has consolidated itself as a primary channel for accessing specialized curations, covering segments such as decoration, fashion, and beauty, and strengthening the connection between the discovery experience and the act of consumption (Pires et al., 2024).

For multi-brand companies operating in this highly competitive environment, understanding consumer behavior is fundamental for sustainability. The central challenge lies in converting occasional buyers into repeat customers, a process that directly depends on building trust, perceived value, and overall satisfaction throughout the entire purchase journey (Tan and Lim, 2024).

Curatorship on multi-brand platforms transcends the mere selection of items, being perceived as a value-added service that optimizes the consumer’s time and cognitive effort. Ahn and Seo (2024) highlight that curatorial commerce sets a new standard of loyalty, in which the customer seeks not only the physical product but also aesthetic validation and trust in the brand’s selection. When the consumer perceives that the curation reflects their identity or lifestyle, price becomes secondary to the convenience and pleasure of discovering new brands under a seal of trust (Lee and Kim, 2023). This symbolic value is a pillar for initial purchase intention in high-end niche markets.

The initial purchase intention on multi-brand platforms is often mediated by trust in the curation. The personalization of the offer and the rigor in product selection act as complexity reducers for the customer, positioning the brand as a “lifestyle curator” (Ahn and Seo, 2024). However, the conversion of this intention into long-term loyalty depends on factors that manifest after the financial transaction. The psychology of post-purchase behavior reveals that the consumer enters a state of critical evaluation after order finalization, where satisfaction is confronted with the risk of regret, making subsequent touchpoints decisive for maintaining the bond (Lim, 2025).

One of the most important points in this phase is the tangible experience of receiving. For Ghosh et al. (2023), the “unboxing” moment, which encompasses everything from the scent of the packaging to the care taken with the wrapping, has a greater emotional impact than navigating the website, acting as a direct trigger for sensory satisfaction and brand loyalty. When this physical experience confirms the digital promise of the curation, the intention to repurchase is strengthened; otherwise, a break in expectation can generate cognitive dissonance that is difficult to reverse (Lim, 2025).

The repurchase decision is a complex and multidimensional phenomenon, influenced by perceived quality, convenience, relationship, and, above all, by problem-solving effectiveness (Ding et al., 2022; Harter et al., 2025). Retention on multi-brand platforms is highly sensitive to empathy in customer service. In situations of breakdowns or exchanges, the ability to offer humanized and agile support can elevate customer trust to higher levels, a phenomenon known as the “service recovery paradox” (Tan and Lim, 2024).

Beyond operational efficiency, the intention to return is influenced by the reduction of post-purchase regret. The contemporary consumer constantly seeks confirmation that they made the right choice, especially in purchases with higher emotional value. Interactions that reinforce the quality of the customer’s choice during the delivery waiting period and after receipt are strategic for mitigating negative feelings. This emotional management is what distinguishes brands that establish lasting relationships from those that only make transactional sales (Lim, 2025).

In this context, Customer Relationship Management (CRM) tools emerge as vital channels for personalizing interactions. They allow the brand to impact the customer with assertive recommendations based on consumption history and to remain present at different touchpoints, such as email, SMS, and messaging applications. This timely presence is essential for converting intent into effective repurchase behavior, ensuring that the brand remains the consumer’s first choice for future needs (Payne and Frow, 2023).

Considering the relevance of these factors for the sustainable growth of new retail models, the objective of this study is to analyze the factors associated with the purchase and repurchase decision of consumers of a multi-brand company in the decoration, fashion, and beauty sector. It seeks to identify the aspects of the shopping experience most valued by customers, evaluate the perception of curation, service, and delivery, in addition to investigating how variables such as average ticket and consumption moment influence loyalty, in order to offer subsidies for the improvement of the studied organization’s retention strategies.

2. Material and Methods

The research is applied in nature, with a qualitative approach and exploratory character, seeking to understand the subjective factors that shape consumer loyalty. Qualitative research was adopted through semi-structured interviews to investigate repurchase behavior in niche markets. The study was conducted in a medium-sized, multi-brand company, based in São Paulo, with a strictly digital operation focused on curating decoration, fashion, and beauty products, and personalized service via “WhatsApp”.

The target audience consisted of company clients who made purchases in the last six months. The sample, non-probabilistic and by convenience, was composed of 15 participants, including recurring clients and those with only one purchase. The detailed profile of the respondents is in Table 1.

Table 1. Profile of respondents and coding

ID	Gender	Age	Purchase profile	Acquired categories	Exchange process	Duration
E01	Female	32	Returning customer	Decoration and beauty	No	35 minutes
E02	Female	28	Returning customer	Decoration	No	38 minutes
E03	Female	41	Returning customer	Okay	Yes	40 minutes
E04	Female	35	Returning customer	Decoration and beauty	No	35 minutes
E05	Female	24	First purchase	Decoration	No	30 minutes
E06	Male	29	First purchase	Decoration	No	32 minutes
E07	Female	33	First purchase	Decoration and fashion	No	35 minutes
E08	Female	30	First purchase	fashion	No	40 minutes
E09	Female	36	First purchase	Decoration	No	35 minutes
E10	Female	38	First purchase	Decoration	No	40 minutes
E11	Female	45	Returning customer	Decoration	Yes	38 minutes
E12	Female	27	First purchase	Decoration and fashion	No	40 minutes
E13	Female	31	Returning customer	Decoration	No	40 minutes
E14	Male	34	Returning customer	Decoration	No	35 minutes
E15	Female	29	First purchase	Decoration and beauty	No	33 minutes

Source: Original research data

The main data source was the semi-structured interview, using a guide script with 15 open-ended questions (available in Appendix A). The script was pre-tested with two individuals and its structure was based on the linkage matrix, presented in Table 2.

Table 2. Research instrument linkage matrix

Question block	Block objective	Theoretical support
Profile and initial motivation (Q1 to Q3)	Identify the consumption situations and primary motivations that lead to store choice.	Pires et al. (2024); Lee and Kim (2023); Ahn and Seo (2024)
Tangible experience and “unboxing” (Q4 to Q6)	Evaluate the perceived value added by the sensory stimuli and the physical state of the product at the time of delivery.	Ghosh et al. (2023); Kim et al. (2021); Lee and Kim (2023)
Service, support and trust (Q7 to Q9)	Analyze the effectiveness of multichannel support and the influence of conflict resolution on building brand trust.	Rahman and Jamil (2022); Kim et al. (2021); Nguyen and Lee (2020)
Repurchase intention and loyalty (Q10 to Q14)	Investigate the determinants of loyalty and the impact of personalized communications (CRM) on repurchase decisions.	Tan and Lim (2024); Payne and Frow (2023); Harter et al. (2025); Ding et al. (2022); Lim (2025)

Source: Original research data

Contact with participants was made via “e-mail” and “WhatsApp”. The interviews were conducted remotely, via “Google Meet” and “WhatsApp” video calls, between December 2025 and January 2026. All sessions were recorded with prior authorization, with an average duration of 35 minutes.

The data were analyzed through qualitative content analysis under inductive logic (Mayring, 2019), which included transcribing the speeches, careful reading to identify themes, and creation of analysis categories. Data collection was concluded at the 15th interview, after theoretical saturation was reached in the 12th interview. The research followed ethical precepts, ensuring the anonymity of the respondents (E01 to E15), the voluntary nature of collaboration, and the confidentiality of information, with data used exclusively for academic purposes.

3. Results and Discussion

The analysis of the collected data revealed a series of consumer insights, structured into thematic axes that dialogue with the research’s theoretical framework. The interpretation of the findings followed an inductive logic, exploring specific subcategories of the consumer journey. This approach allowed for the confrontation of observed organizational practices with marketing literature, organizing the results from the initial motivation for purchase to loyalty mechanisms. The research sought to understand how curation, experience, and support influence the repurchase decision in a multi-brand digital retail environment. Profile and initial motivation

The investigation of intrinsic motivations and consumption occasions that drive brand choice revealed the initial triggers of the customer journey. It was observed that, in high-end niches, consumption is frequently influenced by hedonic factors and the search for a curation that aligns with the consumer’s identity. In this context, the brand acts as a lifestyle facilitator, as pointed out by Ahn and Seo (2024) and Lee and Kim (2023). The interviewees’ accounts allowed for the identification of primary motivators and usage situations that lead to the purchase decision.

The results indicated that the purchase decision is driven by both the desire for self-gratification and the confidence in acquiring items from a platform with a well-defined aesthetic identity. Participants such as E02 and E07 mentioned resorting to the store for special gifts or on commemorative dates, fully trusting the product selection. E12’s account, in turn, highlighted the attraction to a differentiated curation, even without a prior purchase need. These findings reinforce the idea that trust in curation is an essential trigger, positioning the brand as a lifestyle curator, as described by Ahn and Seo (2024), which generates symbolic value and reduces the customer’s cognitive effort.

The fluidity of the digital journey has emerged as a crucial differentiator, perceived by participants as an indispensable support for product curation to be fully appreciated, without technical interruptions. The convenience and usability of digital interfaces are pillars of customer satisfaction, especially on multi-brand platforms. Visual clarity, in this context, acts as a reducer of cognitive effort and perceived risk, as highlighted by Pires et al. (2024). Customer impressions of the organization’s systemic structure and the digital shopping experience were analyzed in depth.

Regarding the fluidity of the digital journey, participants emphasized usability as a key element to reduce friction in the shopping experience. In a strictly digital environment, the visual organization of the website compensates for the absence of physical contact with products. Reports such as E05’s highlighted the “clean” interface and the ease of finding items, while E08 praised the quality of the photos, which allow for detailed viewing. Intuitive navigation, especially via mobile, was mentioned by E13 as a facilitator of the purchasing process, corroborating the view of Pires et al. (2024) that digital convenience is a pillar for initial trust, reducing perceived risk and optimizing conversion. Tangible experience and “unboxing”

The materialization of the brand in digital retail reaches its peak at the moment of delivery, when the symbolic and sensory value of the visual identity validates the expectations created in the virtual environment. This tangibilization of curation fills the gap of physicality in e-commerce, connecting the brand’s promise to the perception of physical quality and reducing post-purchase uncertainties. Sensory marketing, with elements such as smell and touch, is crucial for creating positive affective memories, transforming the receipt of the package into a rewarding experience, according to Ghosh et al. (2023). The research investigated how these stimuli impact the organization’s customers, analyzing their perceptions of the sensory value of the experience.

The analysis of participant reports highlighted the importance of packaging components in the unboxing experience. The pleasant smell of the box, mentioned by E04, and the care in wrapping with tissue paper, highlighted by E09, were perceived as elements that transform the reception into a “gift”. E01, in turn, expressed the desire to reuse the box, reinforcing the emotional connection with the brand. These sensory details demonstrate that the company’s competitive advantage lies in its ability to tangibilize a service that, until delivery, was exclusively digital, acting as a loyalty tool by converting expectation into a satisfactory physical experience (Lim, 2025).

Beyond aesthetic aspects, the physical integrity of the products and alignment with the expectations generated by the website’s images are fundamental requirements for consumer trust. Rahman and Jamil (2022) warn that any dissonance between the “digital promise” and the “reality of the box” can result in an immediate breach of expectation, demanding effective service recovery strategies. The research sought to understand respondents’ perceptions of the physical state of the products received and the accuracy of delivery logistics, crucial elements for satisfaction and repurchase intention.

The assessment of the physical product’s conformity with the superior value positioning promised by the brand revealed important aspects. The reports from E10 and E15 highlighted the visual fidelity of the items in relation to the website images and the quality of the reinforced packaging, which protects the merchandise and is consistent with the price paid. However, the experience of E03, who received a broken decorative piece, illustrates how a logistical failure can generate “enormous disappointment” and compromise the customer journey. This finding underscores the need for robust logistics to mitigate perceived risk and prevent material damage from harming repurchase intention (Lim, 2025). Service and trust

The humanization of digital support is a crucial differentiator in the transition from physical retail to e-commerce, especially in market niches that value personalization. An empathetic interaction is capable of reducing consumer anxiety in moments of uncertainty, establishing support as a pillar of security for the transaction, as argued by Tan and Lim (2024). The research investigated how this welcoming approach is perceived by the organization’s clients, seeking to highlight the effectiveness of communication and humanized service in the digital environment.

Participants’ accounts highlighted humanization and empathy in digital support as fundamental aspects. Direct contact via WhatsApp was identified as the main mechanism to mitigate unmet expectations, such as the broken product situation experienced by E03, where the attendant “calmed” the customer. E14 mentioned the attention received, including sending real product photos, which surpassed the physical store experience. The perception of having “a real person” available, according to E11, generates greater security and a closeness that traditional e-commerce rarely offers, transforming moments of frustration into reinforcements of trust.

The effectiveness of return and exchange processes also proved to be decisive in maintaining consumer loyalty. An agile and transparent reverse logistics flow acts as a powerful reducer of post-purchase regret, ensuring that the customer feels supported even in the face of potential setbacks, as pointed out by Harter et al. (2025). The research sought to understand the interviewees’ evaluations of the fluidity and ease of these return processes, which are crucial for building a reliable and secure shopping experience in the digital environment.

The analysis of the organization’s behavior in situations of exchange or withdrawal revealed a critical point for maintaining trust in exclusively digital operations. The reports from E03 and E11 highlighted the ease and absence of bureaucracy in the return process, with the quick sending of postage codes and a “well-arranged” logistics. This fluidity acts as a strong mitigator of the risk perceived by the consumer. For the niche customer, the efficiency of the return process is as vital as the quality of the product itself, directly contributing to trust and stimulating repurchase intention, according to Harter et al. (2025). Loyalty and CRM

The factors that determine loyalty on multi-brand platforms involve a continuous trade-off between the quality of curation, price, and the level of support offered. In high-end markets, the perception of emotional value and the convenience of product selection often outweigh financial sensitivity, as observed by Kim et al. (2021). The research sought to understand the weights assigned to these factors by customers at the time of repurchase decisions, revealing which elements are most valued and influence the decision to return.

The analysis of the trade-off between curation, price, and support revealed that the perceived value in curation and the security of support outweigh price sensitivity for the respondents. E15 stated that, despite the price not being the lowest, curation is the decisive factor for return, as it saves search time. E10 highlighted the importance of functional support, preferring to pay more for “peace of mind”. E14 summarized the experience as a “package” of quality products, great service, and impeccable packaging. These findings corroborate Lim (2025), who describes loyalty as built on emotional benefit and effort reduction, leading the consumer to accept a higher price for curation aligned with their identity.

Despite the positive experiences, the research identified critical barriers that can interrupt the loyalty cycle and inhibit repurchase. These obstacles range from operational failures to psychological phenomena of digital saturation, and their identification is fundamental for the improvement of retention strategies, according to Tan and Lim (2024). The main inhibitors cited by the interviewees were analyzed to understand the breaking points in the consumer journey and support continuous improvement actions.

The analysis of repurchase inhibitors revealed breaking points that can prevent consumer return. Operational failures, such as lack of response in support, mentioned by E06, and expensive shipping or long delivery times, highlighted by E08, are direct demotivators. “Robotic” service, according to E02, also leads to abandonment. Furthermore, “brand amnesia” emerged, where the similarity between platforms causes consumers to forget the origin of the curation, as reported by E12. This loss of reference, according to Tan and Lim (2024), is an invisible barrier that interrupts the journey due to decision fatigue, requiring proactive relationship marketing strategies.

In response to the barriers of forgetting and market saturation, Customer Relationship Management (CRM) tools emerge as strategic channels to personalize contact and stimulate new purchase triggers. Mature relationship management allows the brand to remain present in the consumer’s mind in a timely and relevant manner, as emphasized by Payne and Frow (2023). The research investigated participants’ perceptions of the impact of these personalized communications on repurchase behavior, seeking to understand how they influence the decision to return and customer loyalty.

CRM is perceived by consumers as an effective trigger for recall, capable of mitigating brand forgetting. Accounts such as E01, who made a purchase after receiving a WhatsApp message with a photo of a desired product, and E14, who values reminders of viewed items, indicate that the tool is viewed positively as a decision-making aid. E15 highlighted that the brand’s emails are relevant and not “annoying,” suggesting assertive personalization. Although the company is in the initial stage of CRM use, the results point to a potential for exploring more granular segmentation, as maturity in this management is fundamental to transforming punctual satisfaction into recurrent behavior, according to Payne and Frow (2023).

In summary, the findings of this research indicate that the sustainability of the studied organization’s business model depends on a continuous balance between aesthetic curation and operational efficiency. Sensory marketing, evidenced by the unboxing experience, acts as a crucial link between the digital promise and tangible satisfaction, with olfactory and visual stimuli being perceived as value differentiators that contribute to loyalty (Ghosh et al., 2023). The humanization of customer service via WhatsApp and the effectiveness of reverse logistics also proved to be important pillars for the consumer’s emotional security, mitigating perceived risk and strengthening confidence for future purchases (Tan and Lim, 2024).

Additionally, the analysis revealed that “brand amnesia”, possibly stemming from digital market saturation, constitutes a latent barrier to repurchase. This points to the need for proactive relationship marketing strategies, leveraging CRM platform maturity to create personalized communications. The focus should be on reminders based on browsing history and curations that reflect consumer identity, mitigating decision fatigue and keeping the brand top-of-mind for the customer (Payne and Frow, 2023). These results, although specific to the analyzed sample, respond to the study’s objective by identifying the factors influencing purchase and repurchase decisions, highlighting the importance of integrated experience and trust in multi-brand digital retail.

4. Conclusion

This research analyzed the factors associated with the purchase and repurchase decision of consumers from a multi-brand company in the decoration, fashion, and beauty sector. It was found that product curation was the main motivator for the initial purchase, while repurchase intention was strongly influenced by the receiving experience, with the visual identity of the packaging and sensory stimuli acting as value differentiators. It was observed that logistical failures and bureaucratic exchange processes inhibited repurchase, while humanized support via WhatsApp strengthened customer trust and retention. It was concluded that customer loyalty, for the sample studied in digital niches, depended on the conformity between the aesthetic promise of curation and operational excellence in after-sales service, providing subsidies for the improvement of the organization’s retention strategies.

Additionally, “brand amnesia” was identified as a latent barrier to repurchase, suggesting the need for proactive relationship marketing strategies. Therefore, it is recommended to explore the maturity of the CRM platform for creating personalized communication rules, focusing on reminders based on browsing history and curations that reflect the consumer’s identity, thereby mitigating decision fatigue and keeping the brand in the customer’s mind. The humanization of customer service via WhatsApp and the effectiveness of reverse logistics have proven to be important pillars for the consumer’s emotional security, and continuous investment in the autonomy of the support team is crucial to ensure agility in conflict resolution. As a limitation, the qualitative and exploratory nature of the study is highlighted, which restricts the generalization of the findings to other contexts. For future studies, it is suggested to conduct quantitative research to statistically validate the identified variables or explore repurchase behavior under different levels of investment in logistics and technological support, as well as case studies in other retail sectors.

Bibliographic References

Ahn, J.; Seo, S. 2024. Exploring emotional experience in online retail: effects on satisfaction and repurchase intention Journal of Retailing and Consumer Services 73: 103545.

Ding, Y.; Wang, L.; Liu, Z.; Sun, Q. 2022. Repurchase intentions of new e-commerce users: the moderating effect of gender Frontiers in Psychology 13: 1018972.

Ghosh, T.; Ghosh, S.; Chatterjee, D. 2023. The role of trust, satisfaction and perceived value in repurchase intention: a meta-analysis Journal of Consumer Behaviour 22(2): 345-359.

Harter, A.; Ahearne, M.; Rapp, A. 2025. The effect of delivery time on repurchase behavior in e-commerce Journal of Service Research 28(1): 45-62.

Kim, S.; Park, E.; Kang, M. 2021. Effects of perceived value and satisfaction on repurchase intention in online retailing Sustainability 13(14): 7699.

Lee, J.; Kim, H. 2023. Customer experience, authenticity and repurchase intention in lifestyle brands Journal of Business Research 161: 113881.

Lim, W.M. 2025. What is qualitative research? an overview and guidelines Sage Open 15(1): 1-15.

Mayring, P. 2019. Qualitative content analysis Forum Qualitative Social Research 20(3): 16.

Payne, A.; Frow, P. 2023. Strategic customer management: integrating CRM and customer experience Journal of Relationship Marketing 22(1): 12-35.

Pires, P.B.; Duarte, A.; Alves, H. 2024. A conceptual approach to understanding the customer experience in e-commerce Journal of Theoretical and Applied Electronic Commerce Research 19(2): 312-330.

Rahman, M.; Jamil, R. 2022. Exploring brand trust and satisfaction as antecedents of repurchase intention Journal of Retailing and Consumer Services 68: 103084.

Tan, T.L.; Lim, M. 2024. Enhancing repurchase intention on digital platforms: the role of trust and satisfaction Sage Open 14(2): 1-12.

Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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October 22, 2026

Forecast of Aggregate Default in the Brazilian Financial System by Sarimax Model with Macroeconomic Variables

Aggregate non-payment in the Brazilian financial system is a crucial indicator of credit risk, the prediction of which is regulated by CMN Resolutions n.° 4.557/2017 and 4.966/2021 for the prospective measurement of expected losses. Aggregate non-payment was modeled and predicted using the SARIMAX model, projecting its trajectory until December 2026 under optimistic, base, and pessimistic scenarios. 164 monthly observations (July/2012 to February/2026) and macroeconomic variables such as unemployment, Selic, IPCA, IBC-Br, and household debt were used. The specification with contemporaneous variables was selected based on information criteria and coefficient stability, and residual diagnostics confirmed statistical adequacy, with a MAPE of 3.12%. Historical non-payment ranged between 4.33% and 7.64%. The estimation identified unemployment (β = 0.2534; p < 0.001) and Selic (β = 0.2128; p < 0.001) as the main positive determinants, with strong temporal persistence (AR(1) = 0.8965). Selic showed increasing correlation with non-payment (r = 0.62 at lag 12), while unemployment demonstrated a contemporaneous effect (r = 0.33). Projections indicated non-payment between 6.30% and 7.98% in December 2026, with a range of 1.68 percentage points, highlighting direct implications for provisioning in financial institutions.

Keywords: Unemployment; Predictive modeling; Monetary policy; Loss provisioning; Time series.

October 22, 2026

Stakeholder Engagement Factors in International Technology Transfer to a Public Hospital

This study described the critical factors perceived for stakeholder engagement in international technology transfer in a public hospital, with a focus on planning. The objective was to describe these conditioning factors, according to the perception of professionals. A single case study was conducted, applying a questionnaire to 25 professionals and using content analysis, complemented by descriptive tabulations. The main obstacles identified were resistance to change (72%), funding (64%), lack of communication (60%), and bureaucracy (40%). Only 28% of respondents recognized the existence of adequate tools for stakeholder management, while 48% denied it and 24% did not know. Exploratory cross-tabulations indicated variations in the assessment of influence according to time of practice, but did not establish causal relationships. Lack of engagement was associated with delays, low adherence, waste of resources, communication failures, compromised knowledge absorption, and risks to patient safety. The conclusions were limited to the perceptions of the researched group and supported preliminary recommendations for intersectoral communication and coordination.

Keywords: Case study; Project Management; Health innovation; Stakeholders; Public sector.

Economy

October 19, 2026

End of the 6×1 scale: what do the numbers allow us to conclude?

Following the promulgation of the end of the 6×1 shift system, the debate on the shorter workday moves to implementation and requires distinguishing social benefits from economic costs. The end of the 6×1 shift system transitioned from legislative discussion to a constitutional change in Brazil. On October 16, 2026, the National Congress promulgated Constitutional Amendment No. 141/2026, originating from Proposal […]

Artificial Intelligence

October 16, 2026

Why study if AI exists?

When answers become easy, learning comes to mean more than just arriving at them. Why do I need to learn this if I can ask an artificial intelligence? This type of question has accompanied education for decades. Why learn an operation if a calculator exists? Why memorize information if it can be found […]

Tax Management

October 15, 2026

Pink tax and the gender of price

How different marketing treatments for men and women are incorporated by consumption taxation Imagine a shelf on which two razors of the same brand and intended for the same purpose are displayed side by side: one has dark packaging and promises strength, precision, and efficiency; the other comes in shades of pink or […]

Health

October 13, 2026

The missing link in health transformation

Why is innovation not enough to drive changes in organizations and health systems Digital transformation has become a strategic priority for health systems worldwide. Electronic health records, artificial intelligence, telemedicine, remote monitoring, and data analysis are now part of the strategic agenda of governments and health organizations. Paradoxically, […]

Marketing

October 09, 2026

Bitcoin or pets: what Artificial Intelligence would not see

A real-life consumer intelligence case shows what gets left out of the brief A few years ago, an American insurance company hired a specialized consumer intelligence firm to answer three questions: The insurer was also considering launching paid insurance in bitcoin. At the time, the consultancy’s workflow was as follows: the analyst created a query […]

School Management

October 06, 2026

The school is not a casino: when trading cards become currency in the playground

Why, for certain students, does school manage to offer so few experiences of achievement? The World Cup is over. Brazil left the competition, the school holidays came, the final was played and the football calendar moved on. It would be reasonable to imagine that, with the end of the tournament and the return to classes, […] would also begin

Energy Transition

September 30, 2026

Renewable energies: the Brazilian advantage

Brazil needs to invest in the capacity to transform natural resources into innovation, productivity, and development. Talking about energy is talking about development. Behind industry, transportation, services, cities, and increasingly artificial intelligence, there is an energy infrastructure that sustains the economy. Understanding a country’s energy matrix is understanding […]

Data Analysis

September 30, 2026

When the data changes, has reality changed?

An analysis of almost 20 million teaching positions-year between 2020 and 2025 shows how changes in population composition and record production can alter the interpretation of historical series Between 2020 and 2025, the number of formal teaching employment positions identified in RAIS (Annual Relation of Social Information), from the Ministry of Labor, […]

Artificial Intelligence

September 28, 2026

Artificial intelligence and the trends

Why do so many people join in on the fun with ChatGPT? I was never the trend person. I still am not. Some pass through my timeline, I see them, I find them interesting but not to the point of trying them out. This was the case, inclusive, with some recent waves of images made by artificial intelligence, like the 80s trend, the one that […]

Tax Management

September 01, 2026

Tax reform and estate planning in the countryside

Efficiency in managing taxes facilitates governance and allows for the organization of family succession. Rural wealth organization has become a strategic measure in light of the tax reform in Brazil, which came into effect this year. The planning of activities and rural wealth management, through tools such as the transition from an Individual to […]

Renata de Gaspari Valdejão Almeida

Artificial Intelligence

August 05, 2026

Inside the company and off the radar: the risks of Shadow AI

According to Microsoft, 75% of professionals already use artificial intelligence at work without company approval. The use of generative artificial intelligence is already part of the corporate routine. Tools like ChatGPT, Copilot, and other platforms help professionals produce texts, analyze data, create presentations, and accelerate tasks in practically all sectors. But this advance […]

Renata de Gaspari Valdejão Almeida

Strategy

July 02, 2026

The future as a competence

Academic interest reinforces the projection of scenarios as an essential tool for decision-making. While some companies are still trying to get the next step right, others are already working with multiple possible futures — and preparing for all of them. But after all, what does it mean to “think about the future”? Is it a trend, a strategy, or a new competence that […]

Renata de Gaspari Valdejão Almeida

Innovation

Technology

May 21, 2026

Agro SP Corridor: innovation, institutional articulation and future

Pecege commands the executive operation of the 400 km ecosystem activities that became known as the Brazilian agro Silicon Valley In 2025, in addition to taking over the management of the Piracicaba Technology Park, the Pecege Institute was also designated to command the executive operation of the State Agribusiness Innovation Corridor activities, the so-called […]

Education

April 27, 2026

How to turn a TCC into a business

New management of the Piracicaba Technology Park offers consulting to MBA graduates The new project director of the Piracicaba Technology Park (PTP), Alexandre Barreto, often says that one of the greatest rewards he has ever had in life was seeing his MBA USP/Esalq students structure companies from their final projects […]

Technology

March 20, 2026

The human repertoire in the age of AI

Critical thinking and creativity are irreplaceable in the work of a marketing professional Artificial Intelligence (AI) is capable of incredible feats, but it does not yet possess the judgment, empathy, intuition, and strategic creativity necessary to do the job of a good marketing professional. In this area, it is important to know how to use the tool to automate […]

Renata de Gaspari Valdejão Almeida

Agribusiness

Innovation

February 23, 2026

ESG as a growth strategy in a cooperative in RS

Santa Clara balances social and environmental responsibility with innovation Founded in 1911 by Italian immigrants in Carlos Barbosa, in the Serra Gaúcha region, Cooperativa Santa Clara is an example that it is possible to balance economic growth with social and environmental responsibility. From a small cheese production company, the organization has evolved into a […]

Renata de Gaspari Valdejão Almeida

Agribusiness

Innovation

January 22, 2026

Brazil free of Foot-and-Mouth Disease: what changes for Brazilian beef?

With a herd of over 200 million head of cattle, the country is currently the leader in exports. Brazil recently received, for the first time, the certification of country free of foot -and-mouth disease without vaccination, conferred by the World Organisation for Animal Health (WOAH). The seal strengthens the country’s position as a reliable supplier of meat for the […]

Renata de Gaspari Valdejão Almeida

Innovation

December 09, 2025

Innovation: the new cycle of the Piracicaba Technology Park

Instituto Pecege assumes management, betting on the creation of new businesses Starting in 2026, Instituto Pecege will assume the management of the Piracicaba Technology Park (PTP). Among its responsibilities will be the administration, operation, maintenance, and expansion of the park, in addition to fostering activities in innovation, entrepreneurship, and science and technology. The choice was made […]

Renata de Gaspari Valdejão Almeida

July 06, 2026

Large-Scale Architecture: DSR-SCRUM Change Management

Mônica Alessandra Guerios; Maria do Carmo Assis Todorov Abstract generated by ResumeAI, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. Architecture and urbanism are configured as essential bases in an increasingly complex and challenging urban space, where the intrinsic connection between social, environmental, and technological issues […]