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The author of the opening article of this edition is professor Fernando Arbache. His paper it is the first of a series, in which the author attempts to elucidate the role of game theory as an instrument of qualitative and quantitative prediction, particularly in a market of multiple variables and high level of uncertainty.

The following text, signed by professor and economist Robert Brazil, is a journey into the relations between logic – in particular Aristotelian logic – and  economic issues. In a concise way of argumentation, but without loss of depth, the author concludes that the classical logic not always can explain today’s uncertainties in the economy.

The need of adaptation to today’s world conditions is also present in the area of marketing. That is why professor and expert Fabio Oliveira emphasizes the need of introducing new methods and techniques in this ever changing field, especially regarding the increased attention that has been given to the consumer behavior.

The next paper, written by American authors Mark Sposito and C. Lloyd Williams is a detailed study of the shortcomings of congruence between people and organizations. Esposito and Williams reveal that the incongruity man/organization is a common factor of low productivity. Furthermore, they emphasize the importance of knowing how to manage it by paying attention to the informal conversations that occur in companies (together, they constitute the so-called shadow talk), which are almost never properly heard and understood by leaders and managers.

Along the same lines, the article by Rudolph Araújo, a professor and expert on branding and communication, stresses the role of brand as key to reconciling the formal and informal structures within corporations. As the previous article, it also draws attention to the importance of certain aspects of organizational contexts, which had been viewed as of little or no interest in traditional approaches to management.

This edition ends with a paper by the executive and expert in human resources Naomi Sakitani. Her work explores some of the most common features and events of the present time, and speaks about our need to handle them through a different way of thinking. Otherwise we will not understand them, and hence we will be always in danger of being overtaken by these events.

Finally, in line with the emphasis that BSP gives to case studies as a part of their curricula and teaching plans, this issue includes instructions on how to prepare and write them. These instructions can be found together with our Guidelines for Contributors.

The Editors