Author(s)

F.S. Fernandas

Abstract

A synthesis is presented of the result of qualitative research aiming at the analysis of the general marketing background of the Brazilian operators of urban collective transport in metropolitan areas and its organisational universe so as to identify the challenges they will have to face in the next years, particularly those related to the production of better quality service. This interpretation of the sectional reality has been developed through direct observation and field studies using as research instrument the TRANSCENDER procedure [1] with a view to bringing up opportunities for improving the quality of services. Challenges have been listed for several stakeholders. They are numerous and very relevant. Overcoming them calls for a radical change of

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