Browsing by Author "Silva, Susana Costa e"
Now showing 1 - 10 of 144
Results Per Page
Sort Options
- 50 anos desde a publicação da miopia de marketingPublication . Silva, Susana Costa e
- An exploratory study of cultural differences and perceptions of relational riskPublication . Silva, Susana Costa e; Nardon, LuciaraThis working paper is part of a research project examining the role of culture and culture differences in foreign partnerships. We build on prior research on culture distance to explore the influence of perceptions of cultural differences on perceived relational risk. Perceived relational risk is defined here as the degree of satisfaction of being involved in business activities with nationals of a given country. Contrary to expectations, preliminary analysis suggests that cultural differences are sometimes perceived as a desirable characteristic and may be associated with lower relational risk. We speculate that culture distance is an asymmetric construct in which the perception of a cultural difference may be interpreted as positive or negative depending on the perspective from which the reading is made and the nature of the task in which the perception is formed. Plans for future research are discussed.
- An exploratory study of cultural distance and perceptions of relational riskPublication . Silva, Susana Costa e; Nardon, LuciaraThis chapter is part of a research project examining the role of culture differences in foreign partnerships. We build on prior research on culture distance to explore the influence of perceptions of cultural on perceived relational risk. Perceived relational risk is as the degree of satisfaction of being involved in business activities with nationals of a given country. Contrary to expectations, our analysis suggests that cultural differences are sometimes perceived as desirable characteristics and may be associated with lower relational risk. We speculate that culture distance is an asymmetric construct in which the perception cultural difference may be interpreted as positive or if riding on the perspective from which the reading is made and of the task in which the perception is formed.
- Aneel Karnani, Fighting Poverty TogetherPublication . Silva, Susana Costa e
- Uma Aventura na Guiné-BissauPublication . Silva, Susana Costa e
- O Brasil está a investir forte em Portugal!Publication . Silva, Susana Costa e
- O caso da flor de salPublication . Silva, Susana Costa e
- Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trustPublication . Silva, Susana Costa e; Duarte, Paulo; Machado, Joana César; Martins, CarlaThis article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identification on online stores perception and purchase intention. Structural equation modeling was used to analyze the data. The results show that consumer–cause identification has a positive impact on perceived value and that the relationship is moderated by brand–cause fit but it does not influence online purchase intention. Brand–cause fit was shown to have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust was found to be a predictor of perceived value but not of the online purchase intention. The main contributions of the findings include the improved understanding of the importance of the fit to consumer’s perception and efficacy for online cause-related marketing campaigns.
- Cause-related marketing: do managers understand and use this tool?Publication . Miranda, Mafalda M.; Silva, Susana Costa e; Duarte, Paulo; Glaser-Segura, DanielDesign - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement these campaigns. Findings - Managers recognize CrM benefits mainly relating them with an increase in reputation and image of the company, making it possible to differentiate and increase its notoriety. However, the social nature of this tool is what weights in the most on the decision of managers, since they recognize that being socially responsible is a competitive factor. The greatest constraints identified have to do with the effort on the implementation of the campaign and with the consumer’s scepticism, especially in transactional campaigns. Originality - With this research we were able to realize that there is a misunderstanding between the CrM concept and purely philanthropic marketing, which can somehow inhibit managers from recognizing the potential of this tool. Regarding CrM use, the position of managers shows a clear concern about the importance of harmonizing values between the company and the cause, betting on long-term campaigns with transparent communication and investing in the process of planning, implementing, and monitoring campaigns to improve their performance. This needs to be taken into account in future assessments of CrM campaigns.
- Challenges of international market selection: the perspective of Mexican and Brazilian multilatinasPublication . Maciel, João; Radomska, Joanna; Silva, Susana Costa eMultilatinas have become a phenomenon that has caught the attention of many authors and researchers around the world. This paper was developed to understand their international market selection process and the challenges they face. We hypothesized that these companies ground their international expansion on the basis of physical proximity. The CAGE framework developed by Ghemawat measures the distance between two countries according to Cultural, Administrative, Geographic and Economic criteria and was the main indicator for this research. The literature review allowed for the exploration of concepts related to Multilatinas’ expansion, such as emerging market multinational companies management, internationalization process, market selection, and the CAGE framework. The systematic and opportunistic way of selecting markets were also studied in the development of a framework used to understand how managers from Mexican and Brazilian Multilatinas decide on market selection and which factors they take into account in that decision process. It was possible to verify that countries where Mexican and Brazilian Multilatinas expand are the ones with the lowest overall CAGE distance.