Resumo: Este trabalho procura solucionar um problema característico de logística da Marinha do Brasil atinente à alocação, transporte e distribuição de gêneros frigorificados para as Organizações Militares da área do Grande Rio (RJ). Depois de uma breve revisão de literatura acerca da Programação Linear/Inteira e de algumas de suas aplicações, foi proposta a utilização da Programação Inteira, com o uso do suplemento Solver do Excel como ferramenta para obtenção da configuração ótima de carga da frota, ao menor custo de distribuição, visando ao atendimento da demanda programada. As premissas foram atendidas primeiramente em uma tentativa com uma planilha única, porém não foi possível encontrar uma solução convergente, sem problemas de degeneração e com tempo razoável de solução. Uma segunda solução foi proposta separando o problema em três fases, o que permitiu evidenciar as potencialidades e limitações da ferramenta Solver. Este trabalho mostrou a importância da formulação de um modelo realista e de uma análise crítica detalhada, o que pode ser constatado por meio da falta de convergência da primeira solução e com o sucesso alcançado pela segunda solução.

The objective of this paper is to establish a dichotomy - opposing analytical methods (such as Queue Theory) to experimental methods (such as Simulation) and discussing their adequateness to complex operations - set up in the matter of dimensioning the handling capacity of a large brazilian call centers company. The literature related to the application of such methods at call centers is reviewed, and the way the question is treated nowadays by the company is described. Then an experimental approach is suggested to be implemented as an alternative methodology to deal with the issue, instead of the analytical method in use. The results obtained are used to justify the adequacy of the experimental approach to the modern call centers operation, as long as it is possible to have the model closer to reality. The main implication points to a better understanding of the operation achieved with the new approach

A indústria farmacêutica configura-se como um oligopólio, com produtos diferenciados em segmentos de classes terapêuticas específicas. As grandes farmacêuticas globais concentram seus esforços de pesquisa e de comercialização nas doenças degenerativas, que trazem maior retorno financeiro. No Brasil, destaca-se a presença de um conjunto de laboratórios públicos, os quais compõem a Rede Brasileira de Produção Pública de Medicamentos (RBPPM), voltados para as necessidades do Sistema Único de Saúde (SUS), em grande parte negligenciadas pelas Big Pharmas. O objetivo deste estudo é investigar o uso pelos laboratórios farmacêuticos oficiais brasileiros das contribuições derivadas das tecnologias da informação e comunicação (TIC), no sentido da integração da cadeia de suprimentos da RBPPM. Em sua primeira fase, a pesquisa de campo foi realizada por meio de uma abordagem quantitativa em todos os laboratórios oficiais afiliados à Associação de Laboratórios Farmacêuticos Oficiais Brasileiros (Alfob). Essa análise permitiu levantar questões que foram aprofundadas por meio da abordagem qualitativa em três laboratórios selecionados da fase anterior. As evidências coletadas permitem concluir que os objetivos descritos na criação da RBPPM, cujo alcance poderia ser facilitado pela adoção dos atributos da GCS pela rede capitaneada pelo Ministério da Saúde, ainda são inci-

This paper works on and presents the results of several analyses - scenario and sensitivity - made with the help of Simulation and focused on dimensioning questions of handling capacity in a large Brazilian call center. The objective is to measure the sensitivity of the call center's performance to potential modifications of critical variables. The bibliography related to the application of such tool in call centers is reviewed, and the way by which the problem is treated nowadays is described in detail. The methodology used to achieve this article objective involved a simulation model in the Arena Contact Center software, which worked as base case upon where the scenario and sensitivity analyses could be performed. This paper comes to the conclusion that Simulation is a tool perfectly adequate to its purpose as long as it could be able to show, for the studied call center, mainly that: (i) it is possible to reduce the operator contingent; (ii) fair variations on the demand pattern can impact too much the performance indicators; and (iii) it is possible to improve the service level if an aggregated handling format is adopted.

Purpose This study aims at verifying the impact of literacy on over-the-counter (OTC) drug consumer vulnerability as evaluated by health literacy and label comprehension. Design/methodology/approach The item response theory (IRT) was used to estimate the health literacy of two groups and the two-way analysis of variance tests was used to test the hypotheses for the existence of mean differences between the two populations. The convenience sample involved 188 OTC consumers: 94 (50%) poorly literate and 94 (50%) university students/graduates. Findings University consumers/graduates have a level of health literacy and label comprehension that is superior to those presented by poor literate consumers. Also, age does not influence the level of health literacy by OTC drug users but has a significant impact on the understanding of OTC drug labels. Finally, the level of schooling and the “age group,” simultaneously, does not impact the understanding of OTC drug labels or health literacy. Research limitations/implications This study has added in the field of knowledge by investigating the behavior of poor literate consumers in Brazil, a developing country. The results may be relevant to Marketing professionals, especially those in the pharmaceutical industry, and to police makers, as they help identify the main problems faced by poorly literate consumers. Practical implications It is necessary to raise awareness of the dangers of self-medication and wrong use of medications, mainly focused on people with low literacy. As a suggestion, a simple glossary presented along with the label could provide explanations of scientific terms, thus increasing health literacy and reducing the vulnerability of the consumers. Social implications This study showed that when using common words such as gastritis to define a health problem, there is a higher degree of correctness. These results suggest the adoption of a more straightforward language and more precise explanations. By doing that, the pharmaceutical industry and policymakers will improve their social impact by increasing consumer power and taking care of the health of the most vulnerable population: the illiterate people. Originality/value This study contributes to the international literature, as it enhances and clarifies the knowledge about the customers’ power and vulnerability in developing countries. It fills a gap by evaluating label comprehension and heath literacy at the same time, giving an academic contribution for pharmaceutical consumers’ studies.