Cause-related marketing : the influence of co-creation on personal relevant causes for the consumer

Empowering consumer to co-create with companies can enhance consumers’ behavioural attitudes towards the company namely through higher willingness to pay, purchase intentions, loyalty, bond, satisfaction and word-of-mouth. The aim of this paper is to understand whether these outcomes also apply to the empowerment of consumers to co-create social responsibility by giving consumers the choice of campaigns causes in cause-related marketing. Furthermore, personal relevance of causes was only studied indirectly in the context of cause-related marketing, thus this paper aims to study this effect further. A field study was conducted to gain insights on consumer willingness to pay, purchase intentions and attitudes towards the company, recreating previous studies. Then a survey was designed to understand the mediating effect of personal relevance on consumer loyalty, bond and word-of-mouth. Results suggest that when the donation size is high enough, there is a statistically significant difference between co-creating or not the campaign. With a higher donation, the level of consumers’ perceived personal role increases, which enhances outcomes towards the company. We have not found the same evidence for low levels of donation even when the consumer has the possibility to co-create. My research indicates that personal relevance is not a factor that makes a difference in consumers’ behavioural attitudes because consumers perceive all causes as important. This paper adds to existing literature on cause-related marketing campaigns and shows that there is no use in co-creating campaigns if the consumer does not perceive the amount donated as having an impact on the cause.Dar poder ao consumidor para cocriar com empresas pode fortalecer as atitudes comportamentais dos consumidores para com a empresa, nomeadamente maior disposição para pagar, intenção de compra, lealdade, relação, satisfação e recomendação verbal. O objetivo deste trabalho é compreender se estes comportamentos também se aplicam à cocriação de responsabilidade social dando ao consumidor o poder de escolha da campanha em campanhas de marketing sociais. Além disso, a relevância pessoal das causas só foi estudada indiretamente neste contexto, por isso este trabalho tem o objetivo de estudar este tópico. Um estudo de campo foi feito para obter informações sobre a disposição para pagar, intenção de compra e atitudes perante a empresa, recreando estudos anteriores. Depois, um questionário foi feito para perceber o efeito da relevância pessoal na lealdade, ligação e recomendação verbal do consumidor. Os resultados sugerem que quando o tamanho da doação é elevado, existe uma diferença entre cocriar ou não a campanha. Com uma doação maior, o nível de perceção de relevância pessoal do consumidor aumenta, o que fortalece as atitudes perante a empresa. O mesmo não foi encontrado para baixos níveis de doação, mesmo quando o consumidor podia cocriar. Esta pesquisa indica que a relevância pessoal não é um fator diferenciador nas atitudes comportamentais do consumidor porque os consumidores percecionam todas as causas como importantes. Este trabalho complementa a literatura existente em campanhas de marketing social e mostra que não faz sentido em cocriar se o consumidor não perceciona a quantia doada como tendo um impacto na causa

Empreendedor, oportunidade, projecto: o trinómio do empreendedorismo

Num mundo onde a mudança é uma palavra constante, o empreendedorismo tem sido apontado como fulcral para o incremento da competitividade, emprego e bem-estar das economias. Apesar desta importância, no campo académico assistimos à tentativa de afirmação como campo científico autónomo, com as naturais dificuldades inerentes a esta fase embrionária, nomeadamente nas definições utilizadas. Este trabalho discute os vários conceitos de empreendedorismo, destacando um trinómio fundamental para sua compreensão enquanto processo: empreendedor, oportunidade e projecto empreendedor. À luz deste trinómio, e considerando a interacção com o contexto, é proposto um quadro de análise do processo empreendedor, onde se realçam as interacções entre o trinómio e os mecanismos de retroacção e de aprendizagem existentes

Born globals: taking stock, looking ahead

Comunicação apresentada na 30ª Conferência da EIBA, In Challenges to the International Business and Management, Lublian

Co-entrepreneurs in high-tech Born globals

Comunicação apresentada na 33ª Conferência da EIBA, In International Business, Local Developments and Science-Technology Relationships, CataniaIn the last few years we witnessed an enormous growth in the number of firms doing abroad since inception labelled as born globals or international ventures. Extant literature on SMEs internationalization as well as on born globals highlights their liabilities of newness and smallness. In order to overcome the lack of resources, these firms anchor their international operations on entrepreneurs’ social networks, especially in embryonic stages of their life cycles. Recognizing the relevance of personal ties for firms internationalisation, in present study we are interested on a deeper analysis, particularly in the roots and roles played by those relationships. Based on four case studies of high-tech born globals, the study shows how firms use the relationships for different purposes: opportunity framing; techlogical resource developeing; market facilitating; and credibility provision. Relationships are rooted in several environments, especially in the academia, friendships, business relationships, most part of them originated in entrepreneurs’ personal ties. The study also provides evidence concerning the dynamism of such relationships, same of them evolving from loose ties to very tight networks

Portuguese born globals: an exploratory study

Comunicação apresentada na 27ª Conferência da EIBA, In Alliances & Confrontations: Globalisation and the Logic of Trading Blocks, ParisIn the so-called Uppsala model internationalisation is envisaged as an incremental process where the acquisition of experimental knowledge acts as a catalyst for decisions of further resources commitment in international markets. In the last decade, however, a new host of firms emerged, significantly challenging established theoretical approaches. These firms, often labelled born globals, take a worldwide business approach since inception, and swiftly get a global reach, relying on a mix of different cooperative arrangements and modes of operation. Their organisational structures are usually less hierarchical than those prevailing in established multinational enterprises. The present paper provides a conceptual framework to understand this phenomenon. It emerged in a business environment characterised by globalisation, liberalisation and technical change. Entrepreneurial capabilities, together with the management of knowledge intensive resources and relational capital, enable the design of a unique, distinctive concept which may be exploited through focussing in a global niche. The framework was applied to analyse the development of three Portuguese firms, two from the software and one from the footwear industry. It was found that born globals are not specific to technology-intensive sectors and that the framework is a good tool for better understanding born globals emergence and growth

Born globals versus domestic venture: an exploratory study on opportunity framing differences

Comunicação apresentada na 31ª Conferência da EIBA, In Landscapes and Mindscapes in a Globalised WorldInternational entrepreneurship is generating an increasing stream of research. However, this is mainly concerned with the description of strategies used by born globals and with the comparison between their behaviour and that of traditional exporters. The study of the very early stages of the entrepreneurial process as well as the contrast with purely domestic ventures has been neglected. This exploratory paper, based on case studies of two pairs of high tech firms (ICT and biotechnology), focusses on the differences of opportunity framing processes between born globals and domestic ventures. Empirical evidence shows that born globals’ entrepreneurs frame their opportunities with no geographic boundaries, show higher-levels of self-perception, master deeper and more complex knowledge and are more involved in international networks than the founders of domestic ventures

ERAWATCH Country Reports 2013: Portugal

The Analytical Country Reports analyse and assess in a structured manner the evolution of the national policy research and innovation in the perspective of the wider EU strategy and goals, with a particular focus on the performance of the national research and innovation (R&I) system, their broader policy mix and governance. The 2013 edition of the Country Reports highlight national policy and system developments occurring since late 2012 and assess, through dedicated sections: -National progress in addressing Research and Innovation system challenges; -National progress in addressing the 5 ERA priorities; -The progress at Member State level towards achieving the Innovation Union; -The status and relevant features of Regional and/or National Research and Innovation Strategies on Smart Specialisation (RIS3); -As far relevant, country Specific Research and Innovation (R&I) Recommendations. Detailed annexes in tabular form provide access to country information in a concise and synthetic manner. The reports were originally produced in December 2013, focusing on policy developments occurring over the preceding twelve months.JRC.J.2-Knowledge for Growt

ERAWATCH Country Reports 2012: Portugal

This analytical country report is one of a series of annual ERAWATCH reports produced for EU Member States and Countries Associated to the Seventh Framework Programme for Research of the European Union (FP7). The main objective of the ERAWATCH Annual Country Reports is to characterise and assess the performance of national research systems and related policies in a structured manner that is comparable across countries. The Country Report 2012 builds on and updates the 2011 edition. The report identifies the structural challenges of the national research and innovation system and assesses the match between the national priorities and the structural challenges, highlighting the latest developments, their dynamics and impact in the overall national context. They further analyse and assess the ability of the policy mix in place to consistently and efficiently tackle these challenges. These reports were originally produced in December 2012, focusing on policy developments over the previous twelve months. The reports were produced by independent experts under direct contract with IPTS. The analytical framework and the structure of the reports have been developed by the Institute for Prospective Technological Studies of the Joint Research Centre (JRC-IPTS) and Directorate General for Research and Innovation with contributions from external experts.JRC.J.2-Knowledge for Growt

RIO Country Report: Portugal 2014

The report offers an analysis of the R&I system in Portugal for 2014, including relevant policies and funding, with particular focus on topics critical for two EU policies: the European Research Area and the Innovation Union. The report was prepared according to a set of guidelines for collecting and analysing a range of materials, including policy documents, statistics, evaluation reports, websites etc. The report identifies the structural challenges of the Portuguese research and innovation system and assesses the match between the national priorities and those challenges, highlighting the latest policy developments, their dynamics and impact in the overall national contextinfo:eu-repo/semantics/publishedVersio

ERAWATCH country reports 2011: Portugal

The main objective of the ERAWATCH Annual Country Reports is to characterise and assess the performance of national research systems and related policies in a structured manner that is comparable across countries. EW Country Reports 2011 identify the structural challenges faced by national innovation systems. They further analyse and assess the ability of the policy mix in place to consistently and efficiently tackle these challenges. The annex of the reports gives an overview of the latest national policy efforts towards the enhancement of European Research Area and further assess their efficiency to achieve the targets. These reports were originally produced in November - December 2011, focusing on policy developments over the previous twelve months. The reports were produced by the ERAWATCH Network under contract to JRC-IPTS. The analytical framework and the structure of the reports have been developed by the Institute for Prospective Technological Studies of the Joint Research Centre (JRC-IPTS) and Directorate General for Research and Innovation with contributions from ERAWATCH Network Asbl.JRC.J.2-Knowledge for Growt