1963. There are three types of adverting: information adverting, repetion advertising, and emotion and enchantment advertising. (Paper: Revista de Administração de Empresas)
ACADEMIC PAPERS
1963. Since 1930 Brazilian entrepreneurs associated themselves with workers and public bureaucrats to promote Brazilian industrialization. Yet, in the 1950s historical new facts conduced to the collapse of this developmental political pact, and the breaking up of a major political crisis. (Paper: Revista de Administração de Empresas)
1963. The concepts of centralization and decentralization discussed.(Chapter 3 of Introdução à Organização Burocrática)
1963. Alfred Slowan's model of functional descentralized organization (today called "matricial organization") clearly presented.(Chapter 4 of Introdução à Organização Burocrática).
1962. A new salaried middle class is emerging in Brazil as a consequence of the Industrial Revolution that began in 1930. The Portuguese version appeared as Chapter 3 of Desenvolvimento e Crise no Brasil (1968). (Paper: Journal of Inter-American Studies).
1992. In contemporary capitalism Schumpeterian entrepreneurs remain significant, but in the large business enterprises innovation is the outcome of senior executives colectively involved in entrepreneurial activity. (Paper: Revista de Administração de Empresas)
1961. The characteristics of a marketing program discussed. (Term paper: Michigan State University)
1961. A Brazilian business school like FGV/SP should have an explicit economic development orientation. (Term paper: Michigan State University)
1959. My first paper at Getulio Vargas Foundation. Despite major conflicts, in a higher level of abstraction industrial societies share a common ideology. (Published only here)
1958. My first paper or quasi-paper. It was written to the discussion group, "Porão", formed mostly by collegues of JUC (Juventude Universitária Católica), and coordinated by Jorge da Cunha Lima. (Paper published as FGV/SP apostila and here)