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- A internacionalização e os mecanismos de cooperação em rede na Vitrocristal, ACEPublication . Silva, Susana Costa e
- Growing pains of a web-based survey on international alliancesPublication . Silva, Susana Costa e
- 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.
- A internacionalização e as redes de negócios da Vitrocristal, ACEPublication . Silva, Susana Costa e
- O que é o marketing geográfico ou geomarketing?Publication . Silva, Susana Costa e; Coelho, João
- Empirical test of the trust–performance link in an international alliances contextPublication . Silva, Susana Costa e; Bradley, Frank; Sousa, Carlos M. P.Despite the widespread use of trust as a determinant of successful relationships, limited empirical evidence exists to substantiate a positive relationship between trust and performance. Thus, the purpose of this study is to investigate the antecedents of trust and to examine the trust–performance relationship in international alliances. The conceptual model was tested empirically using primary data collected from 232 international alliances involving Portuguese and international firms. The results reported suggest that when controlling for the experience and size of a firm, trust has a strong and positive effect on performance. Key antecedents identified as significant influencers on trust are shared values, communication and opportunistic behaviour. Additionally, interaction effects are identified, indicating that similarities among partners enhance the positive relationship between trust and performance.
- The importance of second-hand knowledge in the revised uppsala model: can european textiles producers export to China?Publication . Silva, Susana Costa e; Pacheco, Eugénia; Meneses, Raquel; Brito, CarlosThe authors studied how knowledge derived from firms’ relationships—the so-called second-hand knowledge—is likely to influence their internationalization process. In this article, they examine howa European producer of textiles is able to sellworldwide, including to China, a highly competitive player in this industry. This article discusses models of firms’ networks and the extent to which such networks generate important knowledge that can explain internationalization behavior—how it is able to influence the selection of foreign markets and the entry mode used. The authors use the revised version of the Uppsala model of internationalization, which emphasizes the roles of trust-building, knowledge, and creation of opportunities within relationships.
- 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.
- Sogrape: a relevância do customer-centricity na criação de um sistema de informação de marketingPublication . Silva, Susana C.; Silva, Paulo Gaspar
- 50 anos desde a publicação da miopia de marketingPublication . Silva, Susana Costa e