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- Startups em Tempos de Covid-19: Desafios e Conexões de IdeiasPublication . Martins-Rodrigues, Maria Carolina; Rosa, Luciana Aparecida Barbieri da; Sousa, Maria José; Monteiro de Oliveira, Antonio; Dias, Marta Ferreiaimportância no que tange às relações no ambiente de negócios, seja através de pesquisas voltados para uma face empreendedora, tecnológica ou inovadora. Nesta perspetiva, é importante referir que, as empresas voltadas para a área tecnológica vêm se realçando e seus componentes emergem de instituições de ensino, orgãos públicos, etc. Nesse sentido, que se aponta e se fundamentam as startups (Molodchik.et al, 2014) Neste cenário, um dos temas que está entrelaçado com as startups é capital intelectual (CI), que vem sendo discutido nas esferas teóricas sobre diferentes abordagens. Nesse sentido, Padrão e Andreassi (2013), destacam que o CI procede de princípios que se originam do conhecimento dos indivíduos, esses são habilidades importantes para as organizações e para sua competitividade. Nesta perspetiva, o capital intelectual tem um impacto direto no sucesso empresarial, ou seja, nas Startups (HORMIGA; HANCOCK; VALLS-PASOLA, 2013; BAPTISTA; KARAOZ; MENDONÇA, 2014). Nesse sentido, sabe-se da atual crise de saúde pública, causada pelo Coronavírus, está causando uma crise econômica global. A crise obrigará as empresas a criar novos modelos de negócios em diferentes setores, como restauração, comércio, turismo, pois levará a mudanças nos padrões de consumo, no comportamento dos indivíduos, além de hábitos de trabalho em diversas empresas. Segundo Martins-Rodrigues (2018), em um contexto de permanente mudança, as incubadoras de empresas emergiram como motores do desenvolvimento empreendedor, destacando-se como impulsionadores do desenvolvimento local nas regiões. As startups sentem o impacto negativo nos negócios causado pelo coronavírus. As quedas de receita são visíveis, deixando os empresários preocupados com o possível encerramento das suas empresas. Assim, para mitigar os efeitos da pandemia, é importante que as startups se reinventem. Portanto, é necessário que o Capital Intelectual (IC) da Incubadora flua efetivamente para as Startups, facilitando a inovação para se reinventarem, garantindo a sustentabilidade e capaz de sobreviver, garantindo seu sucesso, durante e após a pandemia. (Martins-Rodrigues, 2018). Nesta ótica emerge a questão do estudo: Como é que o Capital intelectual flui da incubadora para as Startups, facilitando a inovação neste período de crise da saúde pública? Diante dessas contemplações, o objetivo desse artigo é identificar se o IC flui da Incubadora para a Startup, facilitando a inovação para reinventar, sobrevivendo ao período da crise de saúde pública. A metodologia aplicada para esse fim é um estudo de caso qualitativo, estando em fase de entrevistas com a Incubadora da Universidade de Aveiro sobre o impacto causado pelo Covid-19 nas incubadoras em Portugal. Nesse sentido, é importante destacar a importância deste estudo e da parceria de investigadores portugueses e brasileiros no projeto, além dos empresários das startups.
- Brand, Ethics and Competitive AdvantagePublication . Monteiro de Oliveira, Antonio; Lima Rua, Orlando; Arias-Oliva, Mario; Pelegrín-Borondo, Jorge; Murata, Kiyoshi; Palma, Ana LaraMedia refer that customers buy brands because of ethical or moral concerns and that the majority of the population confirms this by saying that they take moral and ethical concerns in account while making a purchasing decision. Devinney (2012) proves this statement wrong with his research. He sustains that customers indeed care about ethical concerns of products, brands and companies but that these are not the most important ones in customers’ purchasing decisions. On the contrary of what the media call “ethical consumers”, the majority of the consumers chose price, taste, positioning, the context in which they buy, and convenience over a company’s ethical concerns. To summarise, there is an attitude gap, which means that consumers say they make their purchasing decisions based on ethical reasons, while in reality, the company’s social and ethical responsibility isn’t the most vital criterion. On the other hand, marketing strategies should be aware of online social networking tends in the digital domain, where consumers are able to communicate more proactively (Tiago & Veríssimo, 2014). Knowledge and relationship are boosted by the digital dimension, allowing individuals to share different cultures (Budden, Anthony, Budden, & Jones, 2011; Kumar, Novak, & Tomkins, 2010). The brand is one of the most fundamental intangible resources (Kayo, 2002). Fakhrutdinova, Kolesnikova and Yurieva (2014) state that this should be the cornerstone of a sustained and differentiated international strategy that can ensure the organization’s competitive advantage and clearly communicate its positioning to its audiences (Morgan and Pritchard, 2004). Holt, Quelch and Taylor (2004) argue that brand value is even more relevant in an international context, where competitiveness levels are also higher. Thus, it should convey a unified and coherent idea, but it must also be adapted to local specificities, ie, it should be oriented to the markets in which it operates (Kirca Jayachandran and Bearden et al., 2005), ensuring an effective response to consumers’ needs and demands (Kohli & Jaworsk, 1990). Market orientation is the concern of an organization to understand and respond to the characteristics of the market in which it operates (Kohli et al., 1990), shifting its focus from an internal perspective to an external perspective (Kirca, Jayachandran & Bearden, 2005). Popoli (2015) argues that the organization’s direct link to the needs of its markets is central to the effective and full realization of a strategy through differentiation, so the present study aimed to test the following hypothesis: There is a progression where internationalization is defined by the “specific priorities of a country, institution or a specific group of stakeholders” (Knight, 2015, p. 2), and where the success of its implementation depends not only on the costs of but of the ability of organizations to understand differences in the home and international markets, as well as to develop competitive advantage and respond to the difficulties that arise from this heterogeneity (Brouthers, Brouthers & Werner, 2008; Hitt, Ireland & Hoskisson, 2007; He, 2012), through a recognized and differentiated brand (Popoli, 2015). We intend to conduct an online survey to marketing managers from Portuguese footwear firms analysing their (1) Facebook, (2) Twitter, (3) Orkut and (4) blogs. Based on the preceding discussion the following hypotheses were developed for this study: H1: Brand has a positive effect on market orientation on digital consumers. H2: Brand has a positive effect on competitive advantage through differentiation on digital consumers. H3: Market orientation has a positive effect on competitive advantage through differentiation on digital consumers. H4: Market orientation mediates the relationship between brand and competitive advantage through differentiation on digital consumers.
- The Impact of Ethics on Loyalty in Social Media ConsumersPublication . Lima Rua, Orlando; Monteiro de Oliveira, AntonioWe live in the Era of connectivity, characterized by the integration and transparency of information technologies. Especially the social media that influence and enhance a market fostered by customers with demanding choices and strong competition between the traditional market and the online market. The market for selling products or services to end customers need to understand that their consumer has free access to information when connecting to the internet. For example, when the customer is chatting with the store attendant and then checking the feedbacks of real consumers, either online or in conversation with friends, or when he is looking for an item online and many ad suggestions appear in the browser with more affordable prices. Thus, for a company to build the bases for sustained competitiveness, it is necessary to take into account innovation and the dynamic learning capacity (Rua & Melo, 2015), and ethics usually are not considered in this process. Due to a large number of options present in the market, if a company does not know how to formulate strategies that differentiate it from its competitors, win the loyalty of its customers and have reputational and relational values in its brand, it can involuntarily pass unnoticed before the choice of its consumers. Barney (1991) explains that what makes companies different from each other is the management and development of existing resources and capacities within the organization. According to Kotler, Kartajaya and Setiawan (2017, p. 87) “the number of brands that people recommend is less than the number of brands that people buy, which, in turn, is less than the number of brands that people know”. Thus, while a company may be disregarded by its potential customers because its products do not have an intangible value compared to the options available in the market, it can also be “discarded” due to its reputation, built through reports of shopping experience shared by social circles and digital media. The search for a prominent position, among the variety of offers on the market, requires companies to have an authentic personality and the development of differentiated and/or innovative business strategies within the value chain, and ethics should be a keystone of loyalty strategies. Augusto and Almeida Júnior (2015), refer that the investment in the relationship with the customers can be a possibility of differentiation before the competition. Kotler et al. (2017), state that social media is a powerful relationship channel for the connection between client and company, as it breaks barriers and allows the parties to interact as friends, to develop a relationship between them. Kotler and Keller (2012, p. 19), argue that “attracting a new customer can cost five times more than maintaining an existing one and relationship marketing emphasizes customer retention”. It is important to remember the importance of retaining this client, as it is useless to stand out and not be able to have a stable client base, Reichheld and Sasser (1990), carried out a study to prove that, by reducing the desertion of clients by 5%, the profit potential of companies can increase up to 80%. Freire, Lima and Leite (2009), refer that relationship marketing is a tool that can be used to increase the perception of the brand value and the profitability of the company over time, as well as the understanding and relationship management between this and its customers, current and potential. On the other hand, Shani and Chalasani (1992, p. 44) define relationship marketing as “an integrated effort to identify, maintain and build a network with individual consumers and to continually strengthen the network for the mutual benefit of both sides, through interactive, individualized and value-added contacts over a long period”. Scholars such as Shani and Chalasani (1992), Hennig-Thurau and Hansen (2000), Freire, Lima and Leite (2009), Kotler and Keller (2012) and Kotler et al. (2017) argue that relationship marketing powers the creation of company value, specifically in intangible resources. The aforementioned studies present characteristics and constructs of relationship marketing and intangible resources, however, the purpose of this research is to add value to the studies by developing a theoretical model in which it is possible to analyze the causal relationship between the theoretical perspective and the practice of entrepreneurs on the themes of relationship marketing, loyalty and intangible resources of the company. Thus, this research aims to analyze the influence between relationship marketing and ethics as an intangible resource. To make this possible, a proposed model will be developed to analyze Relationship Marketing and its indicators (relationship, satisfaction, commitment, trust and ethics between the parties involved) with the dependent latent variable Intangible Resources and its indicators (relational and reputational resources), taking into account the mediator variable of Loyalty. We intend to conduct an online survey to marketing managers from Portuguese footwear firms analyzing their social media communication instruments.
- Sustentabilidade, Governação Colaborativa e Iniciativas Público-PrivadasPublication . Monteiro de Oliveira, Antonio; Monteiro, SofiaComo resposta...
- Sustainability and Ethics in Integrated Annual Reports – A Preliminary StudyPublication . Alves, Ricardo; Monteiro de Oliveira, Antonio; Borges, AaaPurpose: The importance of sustainability (De Villiers et al, 2022), as well as the way organizations report on issues related to their social performance (Ibáñez-Forés et al, 2023), has been increasing (De Villiers, et al, 2022; 2024; Şahin & Çankaya, 2020). This increase, especially in large European companies (Lock & Seele, 2016; Moneva et al, 2023; Tarquinio et al, 2018), is related to different objectives, among which we can highlight: legal obligation (Camilleri, 2022), the relationship between ethics, sustainability and financial performance (Kim et al, 2023; Thuy et al, 2021), or organizational reputation (Odriozola et al, 2017). Nevertheless, different authors (e.g., Elving, 2013; Greenwood & Van Buren, 2013; García-Sánchez et al., 2020; Zhao et al., 2023) have noted problems of lack of trust on the part of stakeholders with regard to the information disclosed (Nguyen et al., 2023), which they refer to as CSR-Scepticism and Green-Scepticism), and the credibility of this information is necessary for business development (Moggi, 2023). Within the scope of this analysis, behaviors and the reporting of sustainability and ethics are particularly relevant. Aguinis & Glavas (2019) point out that the most common method used to focus on the company and the analysis of its analytical results, but today it focuses on individual analysis (Kim et al., 2023; Marti et al., 2023; Zhao et al., 2023) and it is this reporting process that we propose to analyze. This analysis aims to contribute to the debate and, increasing prominence, of Sustainability and Ethics in the Integrated Annual Reports of large European companies. Methodology: We adopt post-positivism as philosophical ground and a quantitative approach. In data collection, we used systematic and individual documentary observation. The sample collected consists of 250 Integrated Reports from 25 companies over the period from 2013 to 2022 – 10 years. The 25 companies, 5 per country, were selected based on the Market Capitalization – national MarketCap, at the date the data was obtained. We selected 5 countries: Germany, France, Italy, Portugal and the United Kingdom and as a MarketCap proxy the main national indices: DAX 40, CAC 40, FTSE MIB, PSI 20 and FTSE 100 respectively. To compute the multiple regression models, we used STATA/SE 13.1. Results: The growing importance of Sustainability and Ethics references for the period under analysis is statistically significant. There is also statistically significant evidence regarding the Corporate Governance effect, the behavior of different countries, different sectors and their annual evolution. Research limitations: From an empirical point of view, the sample was limited to the 5 largest companies from 5 European countries, which limits the generalization of behavior. As this is a preliminary study, more must be carried out. Originality: This analysis is innovative in providing new insights into Sustainability and Ethics reporting in the Integrated Annual Reports of large European companies.
- Urbex Arte – a comodificação do abandonoPublication . Monteiro de Oliveira, Antonio; Castedo, IldaA Urbex Arte é por nós entendida como a evolução lógica do ato ilegal de invasão de edifícios abandonados que caracteriza a definição de Urbex. Na literatura, este ato de invasão ilegal é a característica fundamental da definição e garante o anonimato dos participantes (e.g. Offenstadt, 2019, Rojon, 2014; Stones, 2016). A partir de uma metodologia interdisciplinar baseada na Teoria Fundamentada definida por Glaser & Strauss (1967) e Strauss & Corbin (1990), assente no eixo Construtivista definido por Charmaz (2006; 2009), constatamos que, hoje, os participantes querem ser reconhecidos. Não só se identificam, como comercializam a prática e os locais identificados através da curadoria, da filmagem, da fotografia e da instalação. Destacamos, entre outros, os trabalhos de Bob Thissen, Gina Soden, Michael Schwan, Nicolas Offenstadt e Sarah Rojon. Estes espaços inabitados readquirem por esta via valor económico e desta reflexão emerge a questão de entender o fenómeno, que de hobbie (Rojon, 2014) se transforma em negócio. Se o Urbex subverte as hierarquias e estruturas de poder que criam as normas da sociedade, a Urbex Arte será tendencialmente legalizada, alinhando-se com o marketing, a publicidade e as instituições de arte (museus, galerias e marchands d’art) orientadas para o lucro que possibilita e potencia este fenómeno (Gehman & Soubliere, 2017), mas dissociada dos processos dinâmicos socioculturais que estiveram na sua origem. Paralelamente, interessa perceber o valor económico criado e, de um modo particular, como é que os interesses de Bem Público e Vizinhança Urbana são afetados por esta readquirida funcionalidade (Sharp, Pollock & Paddison, 2005).
- Avaliação do impacto das barreiras económicofinanceiras no processo empreendedorPublication . Monteiro de Oliveira, Antonio; Lima Rua, OrlandoO objetivo fundamental deste estudo é avaliar o impacto das barreiras económico-financeiras que se interpõem no processo que decorre entre a intenção e a ação empreendedora e que condicionam a criação de novas organizações. Procedeu-se assim a uma análise empírica fundamentada numa metodologia de investigação quantitativa, com uma amostra de 569 potenciais empreendedores de base de dados da Associação Nacional de Jovens Empresários (ANJE). Os resultados permitem concluir que 69.0% dos inquiridos não criaram qualquer tipo de organização e destes 85.2% alegaram as barreiras económico-financeiras como condicionantes para o efeito. Conclui-se que estas barreiras têm impacto, estatisticamente significativo, em função do maior ou menor envolvimento do indivíduo no processo, da maior ou menor facilidade no acesso a apoios bancários, no tempo necessário para criar a organização, na forma como a financia e, finalmente, da maior ou menor disponibilidade pessoal de recursos financeiros.
- Fast Fashion – Zara’s Business Strategies Modus OperandiPublication . Lima, Rafaela de Almeida; Lima Rua, Orlando; Monteiro de Oliveira, AntonioFashion is an idea from which emerge social and identity concepts, characterized by its visual semiotic and narrative constant renovations. Truth be told, nowadays, it is possible we cannot find such industrial activity with a transversal impact as fashion does due to the fact that the textile industry has been one of the most growing industries over the past decades...
- Just words? – Sustainability in EDP’s reportsPublication . Monteiro de Oliveira, Antonio; Monteiro, Eduarda; Santos, Helena dos; Lima Rua, OrlandoAdopting Post-positivism as a structural philosophical concept and Document Base Analysis as a quantitative methodology, this essay aims to demonstrate the evolution of sustainability Key Words on Annual Reports from 2001 to 2021 of Energias de Portugal (EDP), a Portuguese utility company that is involved in the generation, transmission, distribution, and sale of electricity and natural gas. Over the past two decades, corporations’ environmental concerns have been increasing in significance – thus sustainability reports have become more generalised. This generalisation opened a discussion about the transparency and credibility of the companies’ social reporting. The results allow us to establish that since up to 2001 the word sustainability had not been mentioned in any reports. In 2021 the word sustainability was mentioned 536 times but more important Annual Reports demonstrates EDP’s deep commitment to sustainability.
- Da Intenção à Ação EmpreendedoraPublication . Monteiro de Oliveira, Antonio; Lima Rua, OrlandoO principal objetivo deste estudo é avaliar o impacto das barreiras normativas e regulamentares que se interpõem no processo que decorre entre a intenção e a ação empreendedora e que condicionam a criação de novas organizações. Assumimos uma abordagem pós-positivista e um método de pesquisa de levantamento, do qual emergiram as hipóteses de investigação que nos possibilitam enquadrar o objetivo proposto. Procedemos assim a uma análise empírica fundamentada numa metodologia de investigação quantitativa. Na recolha de dados utilizamos, de forma complementar, técnicas de Análise de Bases Documentais, de Entrevista Telefónica Semiestruturada e de Triangulação de Dados. A partir da base de dados da Associação Nacional de Jovens Empresários (ANJE) composta por 569 potenciais empreendedores, com intenção empreendedora expressa, construímos uma amostra longitudinal (1985 a 2006) composta por 323 observações (56.8% do total). Através da aplicação do método CHAID – Chi-square Automatic Indentificator Detector, podemos concluir que 69% dos inquiridos não criaram qualquer tipo de organização, sendo que destes, 2.24% não o fazem alegando Barreiras Normativas e Regulamentares. Estas conclusões são significativamente distintas em função do envolvimento do indivíduo no processo, assim como, da maior ou menor facilidade e da maior ou menor facilidade de acesso a recursos financeiros. Palavras chave – intenção empreendedora, ação empreendedora, barreiras normativas e regulamentares, entrepreneurial intentionaction gap.