RESUMO Este artigo relata os resultados de uma análise de imagem organizacional realizada por meio da Matriz Familiaridade-Favorabilidade (MFF), com cinco universidades paulistas pertencentes a uma mesma região geográfica, sob a ótica de entrevistados que atuam no meio empresarial. A análise da imagem com base na MFF permite à instituição verificar a conscientização e sua reputação perante determinado público. A informação referente à imagem organizacional obtida por meio dessa análise pode ser útil no planejamento de marketing das universidades, permitindo a canalização dos esforços do seu departamento de comunicação e de marketing.

Improved purchasing skiUs-The purchasing directorate attracts and employs staff of a higher calibre than we could individually afford to employ as fundholders. In addition, we bring together the skills and breadth of experience of the many general practitioners involved in the purchasing.Improved planning-The mechanics of the current market risk the export of business from areas where certain specialties have been historically underfunded, threatening an implosion of local provision. A large commissioning group, on the other hand, can plan and improve local provision by resourcing large capital projects. We have already made strides in this direction.The debate about prescribing costs will decide the future of fundholding. We expect that the NHS Management Executive, rather than introduce drug budgets for non-fundholding general practitioners, will devise a scheme whereby prescribing and purchasing costs are linked at health authority level on a capitation basis. This will be facilitated by the forthcoming merger of district health authorities and family health services authorities and will have a profound effect on prescribing in hospitals and in the community: clinicians will jointly seek to rationalise their drug costs. For example, consultants will be discouraged from prescribing expensive drugs promoted through cut price loss leading contracts with hospital pharmacies.If the potential advantages of the nonfundholding model are realised the linkage of purchasing and prescribing will jeopardise the fundholding experiment. The purchaserprovider split will remain, but clinicians on both sides will work together more efficiently and their patients will have equal access to scarce NHS resources. We are greatly encouraged that the NHS Management Executive has produced a review of contracting in which the nonfundholding model is recognised. Significance F-0-601, P-0 5557 F-7-76, P-0-0014 tices were set a savings target on their indicative prescribing amount, varying from 1% to 5% depending on the size of their budget measured per prescribing unit. This target has to be reached for any payment to be made. In addition, practices were required to increase the proportion of prescriptions for generic drugs. Practices in which prescriptions for generic drugs made up a 42% of all prescriptions were divided into bands and offered additional incentives for increases of 5% to 65%, the incentive rising in value the closer the target of 65% was approached. All practices were also offered a single flat rate payment for an increase in generic prescribing of 5%. Interim evaluation of the scheme was performed using the projected out-turn figures for October obtained routinely from the Prescription Pricing Authority. These were entered into a database and analysed with the computer package EPIINFO 5-1B and analysis of variance. The table shows the results.The budgets for practices participating and not participating in the incentive scheme were comparable, but those of fundholders were larger. Both fundholders and participants in t...

RESUMO Um dos principais fatores para o crescimento e fortalecimento das pequenas empresas de base tecnológica é possuir em seu quadro de colaboradores mão-de-obra altamente qualificada. Contudo, existe uma grande dificuldade de manter um corpo técnico e administrativo qualificado em uma pequena estrutura empresarial. A presença nessas empresas de mestres e, principalmente doutores, é muito pequena e quase sempre estes profissionais são sócios ou únicos donos da empresa. Dessa forma, o artigo busca sugerir estratégias para que essas empresas possam recrutar e manter em seus quadros de profissionais pessoal com alta titulação e com competência comprovada.