Panorama do uso de marcas pelos grandes laboratórios farmacêuticos multinacionais no mercado brasileiro

Patrícia Pereira Peralta; Elizabeth Ferreira da Silva; Iolanda Margherita Fierro; Dirceu Yoshikazu Teruya

doi:10.3395/reciis.v8i1.487

Panorama do uso de marcas pelos grandes laboratórios farmacêuticos multinacionais no mercado brasileiro

Authors

Patrícia Pereira Peralta Tecnologista em Propriedade Industrial do Instituto Nacional da Propriedade Industrial. Docente do Mestrado Profissional em Propriedade Intelectual e Inovação do Instituto Nacional da Propriedade Industrial
Elizabeth Ferreira da Silva Pesquisadora em Propriedade Industrial do Instituto Nacional da Propriedade Industrial. Docente do Mestrado Profissional em Propriedade Intelectual e Inovação do Instituto Nacional da Propriedade Industrial
Iolanda Margherita Fierro Especialista Senior em Propriedade Intelectual do Instituto Nacional da Propriedade Industrial. Docente do Mestrado Profissional em Propriedade Intelectual e Inovação do Instituto Nacional da Propriedade Industrial
Dirceu Yoshikazu Teruya Pesquisador em Propriedade Industrial do Instituto Nacional da Propriedade Industrial. Docente do Mestrado Profissional em Propriedade Intelectual e Inovação do Instituto Nacional da Propriedade Industrial

DOI:

https://doi.org/10.3395/reciis.v8i1.487

Keywords:

Propriedade Intelectual de Produtos e Processos Farmacêuticos, Indústria Farmacêutica

Abstract

A marca é um dos ativos de maior valor para as empresas, sendo protegida por meio dos direitos de propriedade industrial. No setor farmacêutico, a literatura aponta a relevância da marca nas estratégias de fidelização dos clientes, diante da introdução de novos fármacos no mercado e da expiração do prazo de proteção das patentes. Entretanto, ainda são poucos os estudos sobre a atuação desse ativo, neste ou em outros setores. Este artigo tem como objetivo mapear o uso da marca, no mercado brasileiro, por empresas multinacionais do setor farmacêutico, a partir de informações obtidas na base de depósitos de marcas do Instituto Nacional da Propriedade Industrial (INPI). Os resultados obtidos mostram a pouca utilização do conjunto de dados referentes ao depósito de marca e ressaltam a relevância dessa base para gerar informação, ferramenta que pode ser utilizada pelas empresas para aumentar sua competitividade.

Downloads

PDF (Português (Brasil))

How to Cite

Peralta, P. P., Silva, E. F. da, Fierro, I. M., & Teruya, D. Y. (2014). Panorama do uso de marcas pelos grandes laboratórios farmacêuticos multinacionais no mercado brasileiro. Revista Eletrônica De Comunicação, Informação & Inovação Em Saúde, 8(1). https://doi.org/10.3395/reciis.v8i1.487

Download Citation

Issue

Vol. 8 No. 1 (2014)

Section

Original articles

License

Author’s rights: The author retains unrestricted rights over his work.

Rights to reuse: Reciis adopts the Creative Commons License, CC BY-NC non-commercial attribution according to the Policy on Open Access to Knowledge by Oswaldo Cruz Foundation. With this license, access, download, copy, print, share, reuse, and distribution of articles is allowed, provided that it is for non-commercial use and with source citation, granting proper authorship credits and reference to Reciis. In such cases, no permission is required from the authors or editors.

Rights of authors’s deposit / self-archiving: The authors are encouraged to deposit the published version, along with the link of their article in Reciis, in institutional repositories.

Dossier Care-in-interaction: practices, knowledge, and reflexivity in health (v. 18, n. 2) Apr./Jun. 2024.

October 27, 2023

A concept inseparable from communication, interaction is a constitutive part of the communicative act. While broad and guided by different approaches, human communication interactional studies have the common analytical challenge of observing the joint construction of utterances and their actional values in the microecological environment in which they occur, which implies looking emically, that is, starting from within, and considering the reflective processes of the people participating in that human communication interaction (Rodrigues, 2021).

This dossier, whose title mobilizes the care-in-interaction concept, addresses health care from an interactionist perspective (Ostermann; Meneghel, 2012), with particular interest in research with a multimodal focus to articulate, in a finely detailed descriptive work, speech and body studies (Mondada, 2018).

The expression care-in-interaction is generated by a common matrix in Ethnomethodology and Conversation Analysis (EMCA) (Loder; Jung, 2008), an investigative current originating from North American sociology, derived from Harold Garfinkel’s Ethnomethodology, which has been embraced globally in multiple disciplinary fields (Watson; Gastaldo, 2015), and which has brought speech-and-the-body-in-interaction as an object of study in the last ten years.

Analyses are data driven and can mobilize and articulate other theoretical currents, which focus on multiple objects and events, namely, polyphony and Bakhtinian dialogism, the Austinian analysis of speech acts, the Goffmanian face work and politeness, contextualization prosodic cues, and justifications and the theory of argumentation in language.

From the perspective of ethnomethodological and conversation analysis, care-in-interaction studies open up a range of investigations into interactions in different environments using several resources. As Harvey Sacks points out in his classical study of telephone conversations recorded by a suicide prevention center in the United States of America and, therefore, mediated by a technological device for distance communication, research whose collected material does not include all multimodal resources available in face-to-face interactions bring about challenges that reinforce the great analytical potential of looking inward, considering the natural and artificial devices of mediation to the world.

Two initial questions instigated this dossier: a) How is interactivity being operated in different environments and settings, especially regarding health topics? b) In what ways can microanalytical approaches to studies on interactions contribute to understanding social processes?

We encourage contributions from authors from different social, human, and health sciences fields – with particular emphasis on communication studies, language, anthropology, social work, and sociology – for thematic sub-axes such as:

Epistemic asymmetries, situated cognition, intercomprehension, and emotions-in-interaction;
Microanalytical studies of conversational frameworks of social and health intervention;
Telepresence interactions, mediated by multimodal computers (microphone, speaker, webcam, and screen);
Interactional frameworks of joint research and self-confrontation practices in the training of health and social professionals;
Participation of citizens in devices for joint analysis of service and care practices (citizen science);
Atypical interactions in their interdisciplinary dimensions of social studies of disability.

Guest editors: Marcia Rodrigues Lisboa (Oswaldo Cruz Foundation – Laboratory of Phenomenology, Ethnomethodology and Conversational Analysis of Social Clusivity – Lab-FEACC_CLISSIS) and Michel Binet (Universidade Lusíada – Laboratory of Phenomenology, Ethnomethodology and Conversational Analysis of Social Clusivity – Lab-FEACC_CLISSIS)

Submission deadline: until February 20, 2024.

Publication estimate: v. 18, no. 2, April/June 2024.

When submitting the work, please use the category Dossier Care-in-interaction: practices, knowledge, and reflexivity in health.

References

LODER, Letícia Ludwig; JUNG, Neiva Maria (ed). Fala-em-interação social: introdução à análise da conversa etnometodológica. Campinas: Mercado de Letras, 2008.

MONDADA, Lorenza. Multiple temporalities of language and body in interaction: challenges for transcribing multimodality. Research on Language and Social Interaction, United States, v. 51, n. 1, p. 85-106, 2018. DOI: https://doi.org/10.1080/08351813.2018.1413878. Available from: https://www.tandfonline.com/doi/full/10.1080/08351813.2018.1413878, Accessed: Oct. 25, 2023.

OSTERMANN, Ana Cristina; MENEGHEL, Stela Nazareth (orgs). Humanização Gênero Poder: contribuições dos estudos de fala-em-interação para a atenção à saúde. Campinas: Mercado de Letras; Rio de Janeiro: Fiocruz, 2012.

RODRIGUES, Adriano Duarte. A natureza da atividade comunicativa. Lisboa: Lisbon Press, 2021.

WATSON, Rod; GASTALDO, Édison. Etnometodologia e análise da conversa. Petrópolis: Vozes: PUC-Rio, 2015.

Prorrogação - Dossiê O Povo da rua: saúde, políticas públicas e comunicação

May 19, 2023

Agora você tem até o dia 31 de maio para submeter seu artigo original para o dossiê O Povo da rua: saúde, políticas públicas e comunicação

Esse dossiê procura refletir sobre as práticas e políticas públicas envolvendo, particularmente, a saúde e a rua como lugar de vínculos comunicacionais.

Mais informações / More information/ Mas informaciones/ Plus d'information:
www.reciis.icict.fiocruz.br

Panorama do uso de marcas pelos grandes laboratórios farmacêuticos multinacionais no mercado brasileiro

Authors

DOI:

Keywords:

Abstract

Downloads

How to Cite

Issue

Section

License

Language

Qualis

Social media

Announcements

Dossier Care-in-interaction: practices, knowledge, and reflexivity in health (v. 18, n. 2) Apr./Jun. 2024.

Prorrogação - Dossiê O Povo da rua: saúde, políticas públicas e comunicação

Keywords

Current Issue

Make a Submission

Indexadores e avaliadores

Information