First Author:   Ricardo P. C. Leal The Coppead Graduate School of Business at the Federal University of Rio de Janeiro ricardoleal@coppead.ufrj.br   PO Box 68514 Rio de Janeiro, 21941-972, Brazil   55-21-3938-9871(Phone) 55-21-3938-9871(Fax) Second Author: Raphael Moses Roquete The Coppead Graduate School of Business at the Federal University of Rio de Janeiro raphael.moses@coppead.ufrj.br   PO Box 68514 Rio de Janeiro, 21941-972, Brazil       Third Author: Carlos Heitor Campani The Coppead Graduate School of Business at the Federal University of Rio de Janeiro carlos.heitor@coppead.ufrj.br   PO Box 68514 Rio de Janeiro, 21941-972, Brazil   55-21-39389860(Phone)