Executive Summary

The complexity of the consumer journey in contemporary digital marketing has demanded integrated strategies between brand building and performance actions. This study analyzed how the strategic integration between branding and paid media, termed brandformance, manifests in e-commerce and its importance for the performance of digital strategies. The research, of an applied, qualitative, and descriptive nature, employed the competitive benchmarking method. Three example companies (Alfa, Beta, and Gama) operating in e-commerce were analyzed, comparing their levels of integration between branding and paid media. Data were collected from documents, secondary sources, market reports, institutional materials, and empirical evidence from digital platforms. The results indicated that companies with greater alignment between brand identity, communication, and performance campaigns demonstrated greater coherence in the consumer journey and better efficiency indicators. In contrast, organizations focused on immediate conversion presented communication inconsistencies, compromising long-term value creation. It was concluded that the integration between branding and paid media is a strategic factor for competitiveness in e-commerce, contributing to value creation and the effectiveness of digital strategies.

Keywords: Benchmarking; Integrated communication; Marketing strategies; Consumer journey; Digital performance.

Drug-resistant temporal lobe epilepsy (TLE) represents a complex clinical challenge, with a significant proportion of reoperated patients experiencing seizure recurrence. The objective was to expand the analysis of a retrospective cohort of patients with drug-resistant TLE who underwent reoperation, using machine learning (ML) techniques to identify analytical signals that could contribute to precision medicine in epilepsy surgery. An exploratory study was conducted on a cohort of 27 adult patients reoperated between 1994 and 2014 at a tertiary center. ML algorithms (logistic regression, Random Forest, and XGBoost) were applied with leave-one-out cross-validation (LOOCV) to a dataset with 20 clinical features, including upper limb dystonic posture. For the primary outcome of total seizure freedom (Engel Ia) at the last follow-up, logistic regression indicated a moderate discriminative signal, with an AUC-ROC of 0.655 and a sensitivity of 0.80. Interpretative analysis by SHAP values identified the interval between surgeries, the duration of epilepsy until the first intervention, and the use of electrocorticography as variables with the greatest contribution. Patients with upper limb dystonic posture showed a consistent pattern of better surgical outcomes. The study demonstrated the feasibility and informative potential of the exploratory ML approach in small clinical cohorts, with the prospect of replication in larger series and contribution to the paradigm of precision medicine in epilepsy surgery.

Keywords: Epilepsy surgery; Temporal lobe epilepsy; Machine learning; Dystonic posture; SHAP values.

This study applied Natural Language Processing techniques to analyze the sentiment of Brazilian consumers regarding the launch of the Samsung Galaxy S25. The objective was to analyze consumer sentiment, based on 1,320 comments in Portuguese collected on the Reddit platform, from January 2024 to December 2025. The BERTimbau model, pre-trained for Portuguese, was used, fine-tuned for ternary sentiment classification (positive, negative, and neutral), achieving an accuracy of 78.26% and an F1 Macro of 78.21%. The temporal analysis, structured in three phases (rumors and speculations, launch, and post-launch), revealed that negative sentiment predominated in the rumors phase (42.7%), decreased during the launch (25.9%), and stabilized in the post-launch phase (35.7%). The embedded artificial intelligence (Galaxy AI) was the most discussed topic (588 mentions) and predominantly negative (46.9%). The battery was the attribute with the highest dissatisfaction (55.9% negative), being the only one whose perception deteriorated after real use. The camera stood out as the attribute with the best relative evaluation. The results indicated that incremental innovation encounters limits in its capacity to generate sufficient perceived value to sustain the product’s premium positioning in the Brazilian market.

Keywords: Sentiment analysis.; BERTimbau; Natural language processing; Reddit; Smartphones.

Exchange rate volatility represented one of the main risk factors for companies in sectors dependent on dollarized inputs, notably in the Brazilian fuel market, where price formation was strongly linked to international variables. Given this scenario, the study analyzed the impact of the exchange rate on gasoline prices between 2015 and 2025 and evaluated the effectiveness of exchange hedging strategies in reducing the variability of operational margins. To this end, a quantitative, descriptive, and documentary approach was adopted, using secondary data from the Central Bank of Brazil (BCB), the National Agency of Petroleum, Natural Gas and Biofuels (ANP), and the Brazilian Institute of Geography and Statistics (IBGE). The methodology included the decomposition of gasoline prices into exchange rate and residual components, followed by the simulation of operational margins in scenarios with and without exchange hedging. The results revealed that the depreciation of the real compressed margins in the scenario without hedging, while exchange hedging reduced the volatility of results, especially during periods of instability, although it generated relative losses during periods of exchange rate appreciation. It was concluded that exchange risk management contributed to greater operational predictability, even with the trade-offs inherent in limiting potential gains.

Keywords: Fuels; Exchange hedging; Operational margin; Exchange rate; Exchange rate volatility.

The present study aimed to develop a guide of practical strategies, based on the principles of Universal Design for Learning (UDL), to promote inclusive and accessible pedagogical practices in the classroom. The research was characterized as applied, with a qualitative approach, and was developed through theoretical and interpretive analysis of academic productions on UDL, learning neuroscience, and inclusive education. The educational product was structured based on the three principles of UDL – multiple means of engagement, representation, and action and expression – to organize pedagogical strategies that reduce barriers and value student diversity. The results indicated that the implementation of UDL-based practices can contribute to the development of more equitable educational environments, favoring the engagement, understanding, and expression of knowledge, especially for students with special educational needs. The articulation with neuroscience reinforced the importance of considering cognitive variability in teaching and learning. It was concluded that the proposed guide represents a relevant tool to support teaching practice and ensure access to equitable education.

Keywords: Action and expression; Engagement; School inclusion; Neuroscience; Representation.

This study analyzed the trajectory of the perception of resolution of consumer complaints in the financial sector on the consumidor.gov.br platform between the years 2015 and 2025. The objective was to analyze the evolution of this perception. For this, the KDD (Knowledge Discovery in Databases) methodology and the Python language were used. 4,774,386 complaints were processed, and the records showed exponential growth, going from 46,000 in 2015 to 1.2 million in 2025. However, the perception of resolution by consumers declined from 47.6% to 8.9% in this period. Only 776,970 complaints were classified as resolved, representing 16.27% of the total. Resolved complaints had an average score of 4.08, while unresolved complaints fell to 1.42. The consumer profile was presented by the predominance of the male sex, aged between 21 and 40 years, and belonging to the southeast region. It was concluded that the study deeply analyzed complaints from the Brazilian financial sector, detailing the efficiency of institutional responses and population characteristics, and could serve as an instrument to guide improvements in consumer satisfaction, mitigate negative publicity, and generate loyalty in the competitive environment.

Keywords: Behavior; Consumption; KDD; Consumer satisfaction.

Marketing has evolved into a relationship-centered approach, driven by the advancement of generative artificial intelligence in conversational channels like WhatsApp. The study aimed to identify the capacity of generative artificial intelligence to build emotional relationships with consumers in simulated communication flows, considering elements such as affective language, proximity, and personalization. An exploratory qualitative approach was adopted, with an experimental procedure. A standardized interaction script was applied to four brands that use generative AI via WhatsApp. Responses were collected through direct non-participant observation and analyzed according to criteria such as language tone, presence of affective elements, and dialogue continuity. The results showed different levels of maturity in AI usage, highlighting systems that, configured with relational intentionality, simulated empathy, maintained contextual coherence, and sustained the bond throughout the journey, even in situations of rupture. It was concluded that the capacity of generative AI to build emotional relationships is not inherent to the technology, but depends on its strategic design, including persona definition, prompt structuring, and the use of contextual memory, reinforcing the integration between technology and relationship marketing strategy.

Keywords: Automated customer service; Conversational artificial intelligence; Affective language; Relationship marketing; Personalization.

The security environment, characterized by regulatory complexity and the need for efficiency, demands effective organizational structures. This study analyzed how the organization of activities, process standardization, and the use of support tools influenced the productivity and development of the legal department of an insurance company. The research, exploratory in nature with a quantitative and qualitative approach, was conducted through a “survey”. A structured questionnaire, adapted and based on Business Process Management (BPM) process maturity constructs and a Likert scale, was administered to ten professionals from the legal department of an insurance company in São Paulo. The data were analyzed using descriptive and qualitative statistics. The results indicated an intermediate stage of maturity in the structuring of legal processes, with a favorable perception of activity planning and the pursuit of continuous improvement. However, weaknesses were observed in the uniformity of adoption of formal procedures and in the consistency of method application, especially in interaction with other areas. The structuring of activities and process standardization, combined with the use of support tools, were associated with greater predictability of demands, less variability in routines, and greater technical-legal consistency of deliverables. It was concluded that the adoption of strategic management practices and the structured use of support tools contributed to increased productivity and value generation for the organization. The study offered guidelines to strengthen the strategic management of the legal department, emphasizing the formalization of routines, the use of technological tools, and the development of competencies, in addition to applying BPM concepts to the corporate legal context.

Keywords: Business Process Management (BPM); Support mechanisms; Continuous improvement; Process standardization; Organizational productivity.

An organization’s ability to align its efforts with corporate strategy has proven fundamental to its sustainability in competitive markets. The objective was to construct a strategic map for an Engineering and Construction company, using the Balanced Scorecard methodology, in order to offer a structured framework that would strengthen the alignment between the Processes and Projects area and organizational objectives. A case study with a qualitative approach was adopted, based on the Balanced Scorecard framework by Kaplan and Norton. Data collection involved document analysis and three semi-structured interviews with organization executives, conducted in December 2025. The results allowed for the elaboration of a strategic map that highlighted the cause-and-effect relationships between the Financial, Customer, Internal Processes, and Learning and Growth perspectives. Validation with leadership indicated high adherence of the model to the company’s reality, emphasizing its contribution to strategic clarity, prioritization of initiatives, and better direction of the Processes and Projects area’s performance. It was concluded that the strategic map represents a relevant tool for translating organizational strategy and supporting its execution, promoting greater internal alignment and more effective management of the initiative portfolio.

Keywords: Strategic alignment; Balanced Scorecard; Process management; Portfolio management.

Infrastructure and literacy need to go hand in hand to ensure quality education. Quality education demands infrastructure and literacy. This relationship appears in the environments where we learn. A library needs to be available, have conditions to receive its audience, and offer materials that can be understood. In the digital environment, we also need to be able to access a platform, interpret its […]

As contemporary life has turned sleep into scarcity, treatment, and market In the Greco-Roman mythological tradition, Hypnos, called Somnus by the Romans, was the god of sleep, responsible for suspending wakefulness and leading human beings to slumber, while Morpheus, one of his sons, was associated with dreams. In Book XI of Ovid’s “Metamorphoses”, Ovid describes […]

By bringing together skills and monitoring results, your contribution also reaches organizations that are not physically located in it. A technology park is a meeting place. In it, a company can find the knowledge needed to develop a solution, a researcher can discover an application for their work, and an entrepreneur can meet the missing partner […]

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 […]

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 […]

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 […]

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, […]

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 […]

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

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

Isis Penelope Sumarelli Albuquerque Huang; Vítor Melão Cassânego Abstract generated by the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. The growing complexity of agri-food supply chains, driven by globalization, has generated an intensified demand for transparency, security, and traceability in food systems. The integrity and authenticity […]

Adriana Ehiar Ribeiro Petry; Ana Carla Fernandes Gasques Abstract prepared by ResumeAI, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. The expansion scenario in the Brazilian market, although promising for consumer goods companies, presents significant challenges that require a strategic and adaptable approach. With a population […]

Yashmin Meirelles Oliveira Araujo; Gilmar Martinelli Junior Abstract prepared by the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. The Brazilian economic scenario is markedly influenced by the expressive representativeness of family businesses, which constitute approximately 90% of the country’s enterprises, according to PwC (2023) data. Within this vast universe, […]

Wesley Araújo Martins; Odair Silva Soares Abstract prepared by the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. The operational sector of a company specialized in technical field services, operating in the maintenance of power transformers in industrial environments and energy utilities, faces significant challenges related to […]

Vitor Luis Genaro; Felipe Carvalhal Abstract generated by the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. The technology consulting market demands increasing operational efficiency from organizations, combined with analytical capacity and speed of customer response. In this dynamic scenario, the pre-sales area assumes […]

Vitor Conceição Faria; Ewerton Mauro Visotto Faria Abstract elaborated by the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. The contemporary business scenario, marked by high competitiveness and accelerated digital transformation, imposes complex challenges on companies, especially small and medium-sized ones. Many of these organizations, although engaged […]

Vinícius Nascimento Garcia; Ana Carla Gasques Abstract generated by the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. The state public development agency faced a scenario of reactive and fragmented development of its credit lines, characterized by low data usage and the absence of governance […]

Vinícius Andrade de Carvalho; Ewerton Mauro Visotto Faria Abstract generated by ResumeAI, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. The demand for outsourcing services has experienced remarkable growth both in Brazil and globally, driving companies to expand their outsourced operations. Reports such as the “Global Outsourcing Survey […]