Resumo A socialização do consumidor é um tema a ser revisitado, sendo central para o campo de estudos de consumo, uma vez que todo consumo é aprendido. Pesquisas anteriores relacionavam o fenômeno, primordialmente, à formação das crianças e adolescentes enquanto consumidores, tendo sua investigação amparada no positivismo. Este ensaio está posicionado na tradição de pesquisa da Consumer Culture Theory (CCT) e se inspira na busca por novas alternativas teóricas e metodológicas para a socialização do consumidor na vida adulta. Dessa forma, primeiro apresentamos uma breve revisão da trajetória de pesquisa em socialização do consumidor, refletindo sobre seus contornos ontológicos e desafios. Em seguida, apresentamos a Teoria da Assemblage e a Perspectiva do Curso de Vida. A combinação dessas lentes teóricas permitiu a construção de um esquema conceitual integrador, que busca oferecer maior dinamismo à investigação da socialização do consumidor. Por fim, discutimos as contribuições do esquema conceitual e sugerimos estratégias metodológicas para lidar com os novos desafios da pesquisa na área.

Content Management Systems (CMSs) are known for their ability for storing data, both structured and non-structured data. However they are not able to associate meaning and context to the stored information. Furthermore, these systems do not meet the needs and expectations of their users, because as the size of data increases, the system loses its capacity of retrieving meaningful results. In order to overcome this issue, we propose a method to implement data contextualization on a CMS. The proposed method consists of enriching the data with semantic information, allowing a more accurate retrieval of results. The implementation of this approach was validated by applying this contextualization method to a currently used CMS with real information. With this improved CMS, it is expected that the users will be able to retrieve data related to their initial search.

The case reports the trajectory of a telemedicine platform in Brazil. Conexa, a company that already operated with a telemedicine B2B model, took advantage of the regulatory change during the coronavirus pandemic (COVID-19) and launched Docpass, a B2C platform. The pandemic not only brought about a change in legislation, but also provided a context that reduced cultural barriers to the adoption of such a service for both doctors and patients. The case is recommended for Strategy and Innovation disciplines, more specifically in sessions dedicated to business models based on platforms, when the following learning objectives are worked on: (a) diagnosis of COVID-19 effects in a telemedicine business by comparing before, during, and after the pandemic; (b) understanding the network effects present on the platforms and their reflections in terms of value; (c) understanding the competitive dynamics in a platform ecosystem.

The case reports the trajectory of a telemedicine platform in Brazil. Conexa, a company that already operated with a telemedicine B2B model, took advantage of the regulatory change during the coronavirus pandemic (COVID-19) and launched Docpass, a B2C platform. The pandemic not only brought about a change in legislation, but also provided a context that reduced cultural barriers to the adoption of such a service for both doctors and patients. The case is recommended for Strategy and Innovation disciplines, more specifically in sessions dedicated to business models based on platforms, when the following learning objectives are worked on: (a) diagnosis of COVID-19 effects in a telemedicine business by comparing before, during, and after the pandemic; (b) understanding the network effects present on the platforms and their reflections in terms of value; (c) understanding the competitive dynamics in a platform ecosystem.