ESEG student has graduation project accepted at international conference.

Guided by Professor Aline Barbosa, Bruno Batista will present his paper in November at ENGEMA.

Presented at the end of the first semester of 2020 to complete the Production Engineering course, the Graduation Project (TG) by student Bruno Eduardo Batista was approved at the XXII International Meeting on Business Management and the Environment (ENGEMA). The TG was supervised by Professor Aline Barbosa and will be presented orally in November during the Meeting.

Entitled CRM as an approach to influencing change in healthy habits: the story of a food retailer., The main motivation for this work was to understand the market's stance and strategy regarding poor nutrition – the biggest national public health problem. As a result, it identified a large national retailer that addresses the issue using CRM, a marketing tool, to modify customer behavior.

“The article offers a reflection on a different focus for the use of the tool. Instead of analyzing only sales or revenue, its main objective is to achieve a social and environmental benefit. In this way, the application encourages healthiness, that is, the consumption of healthy and sustainable foods,” reports Bruno Batista.

ENGEMA annually brings together researchers, professors, students, professionals, and individuals interested in learning about sustainability management in organizations. Furthermore, with the goal of protecting the environment and improving social aspects, it encourages the development of knowledge and administrative approaches.

“My participation in ENGEMA is immeasurable. Presenting research on such a relevant and current topic for academia, and consequently bringing such rich material to the market that serves as a guide for applying a strategy that goes beyond the ordinary, prompts reflection on corporate social responsibility and helps people develop healthier habits,” declares the student. “The support of ESEG and Professor Aline, as my advisor, was fundamental to the publication of this study and my professional development. Delivering material to the world that will serve as a guide for others is extremely gratifying; it would never have been possible without this contribution of such high quality and richness,” he concludes.

In addition to integrating the institution into academic debate, participating in conferences enables students to conduct scientific research in conjunction with researchers from other institutions. Presenting work at ENGEMA also allows companies to learn about other ways of applying CRM. "Thus, we encourage students to build relationships to pursue a hybrid career path, becoming a market professional while maintaining their involvement in scientific research. This also broadens their theoretical and practical knowledge of the organizational context," says Professor Aline.