PERSPECTIVAS TEÓRICAS UTILIZADAS PARA O ESTUDO DA RESPONSABILIDADE SOCIAL CORPORATIVA: UMA CLASSIFICAÇÃO BASEADA NA RACIONALIDADE

Mediante a exploração em profundidade da literatura relevante dos últimos trinta e oito anos, esse trabalho visa dois objetivos principais. Em primeiro lugar, identificar, rever e sintetizar as teorias utilizadas na literatura para o estudo de Responsabilidade Social Empresarial (RSE), expondo seus preceitos fundamentais como as principais críticas de que têm sido objeto. Em segundo lugar, pretende estabelecer uma classificação dessas teorias da RSE com base em dois critérios: (i) a racionalidade predominante subjacente a cada uma delas, e (ii) a concepção do papel da instituição empresarial na sociedade que defendem. Essa classificação é uma ferramenta útil para combinar adequadamente perspectivas teóricas com diferentes racionalidades, enriquecendo assim o trabalho daqueles que estudam a RSE.

Orientación al mercado, resultados e indicadores básicos de competitividad, interrelación en las agencias de viajes

El presente trabajo analiza los efectos de la orientación al mercado en una doble vertiente: de un lado, estudia los efectos de la orientación al mercado sobre los resultados y, de otro, mide los efectos de la misma sobre los indicadores básicos de la competitividad. A su vez, se han considerado los efectos de las diferentes dimensiones de la orientación al mercado sobre diversas medidas de resultados empresariales. Los hallazgos obtenidos en el sector de las agencias de viaje permiten confirmar la existencia de una relación indirecta entre orientación al mercado y resultados, a través de su contribución a los indicadores básicos de competitividad. Asimismo se ha comprobado que las dimensiones de la orientación al mercado ejercen diferentes influencias sobre los resultados, de tal forma que no todas ellas poseen un efecto positivo.The present study analyses the consequences of market orientation from two perspectives: firstly, it studies the market orientation effects on results, and secondly, it measures those effects on competitiveness indicators. Additionally, the effects of market orientation on different dimensions of business performance have been considered. The results on travel agency sector support the relationship between market orientation and performance, through the contribution of competitiveness indicators. Furthermore, market orientation dimensions have diverse influences on performances; same of them have not showed a positive effect

The influence of virtual reality in e-commerce

[EN] The development of virtual reality (VR), together with other technological innovations will shape the future of e-retailing. This research studies the effectiveness of different VR formats and devices in a virtual store environment, namely V-commerce. This study proposes and test a conceptual model that analyses the relations between sense of presence, brand recall and purchase intention, while also going deeper into their antecedents. Our findings suggest differences in purchase intention depending on VR format and device used. No differences are shown in sense of presence and affect by VR format and device. Our tested model suggests a dual route of influence of VR on consumers' purchase intention in virtual stores: one through emotions and sense of presence and the other through the affect evoked by the virtual environment and brand recall. Lastly, some managerial implications and methodological issues are considered.This work has been developed by Instituto de Investigacion e Innovacion en Bioingenieria (I3B), Universitat Politecnica de Valencia and was partially supported by the Spanish Ministry of Economy, Industry and Competitiveness funded project "Advanced Therapeutically Tools for Mental Health" (DPI2016-77396-R) and the Spanish Ministry of Economy and Competitiveness, ECO2014-53837R.Martínez-Navarro, J.; Bigné-Alcañiz, E.; Guixeres Provinciale, J.; Alcañiz Raya, ML.; Torrecilla-Moreno, C. (2019). The influence of virtual reality in e-commerce. Journal of Business Research. 100:475-482. https://doi.org/10.1016/j.jbusres.2018.10.054S47548210

Development of a Blended Course for Online Teaching: Process and Outcomes

In this study, we outline the different steps and strategies followed to develop an online formation program aimed to higher education teachers. The aim of this program is to provide with teaching competencies to face the challenges of the next decade's classroom, with a special focus on the role of digital technology in learning environments, through a combination of a self-managed course with a guided on-site training with real cases. A multicultural, multidisciplinary team conceives this blended learning format, which applies a storytelling approach for content generation and communication. A detailed description of the different factors and stages followed to undertake the project is presented, together with a series of recommendations to face similar activities in the applied teaching and educational innovation field. Specifically, the importance of an appropriate project design, management and timing is stressed. In this way, we contribute with the diffusion of an innovative, hybrid program to develop digital competences in higher education practitioners and a selection of criteria to undertake other supranational projects that count on a wide reach and follow a didactical approach

Un estudio comparativo de los instrumentos de medición de la calidad de los servicios públicos

En este trabajo se hace un repaso conceptual a la discusión existente en torno a los instrumentos de medición de la calidad de un servicio, prestando especial atención a la medición de la calidad de los servicios públicos. En esta revisión destaca el debate que se ha producido en la literatura alrededor de qué instrumento es mejor para medir la calidad: el SERVQUAL o el SERVPERF. A continuación se presenta un trabajo empírico sobre 888 individuos repartidos en tres muestras de usuarios de servicios públicos hospitalarios, universitarios y ferroviarios. En dicho estudio se compara la fiabilidad y validez de estos los dos instrumentos de medición de la calidad.This paper presents a conceptual overview of the discussion on existing instruments measuring quality of service, with special attention to measuring the quality of public services . This review highlights the debate that has occurred in the literature about which instrument is best to measure quality: SERVQUAL or SERVPERF. Then an empirical study on 888 individuals divided into three samples of hospital users, academics and public rail services is presented. In this study the reliability and validity of these two instruments measuring quality are compared

Advance booking across channels: The effects on dynamic pricing

This research analyzes the effects of advance booking and channel type on hotel rates. While this relationship has been addressed in the literature, most studies take a partial approach by focusing only on one distribution channel or one destination. This study fills this gap by analyzing the price dynamics for four channels and multiple destinations. The data set consists of 39,363 bookings for 1085 hotels over 27 consecutive months. We used two-stage least squares to solve potential endogeneity issues, and the results proved that distribution channel, hotel type and hotel size have an influence on the effect of advance booking on hotel rates. Critical managerial implications are discussed

Customer loyalty in clusters: perceived value and satisfaction as antecedents

Purpose: This paper studies, from the perspective of relationship marketing, the loyalty behavior of industrial customers in the context of a cluster. Loyalty is a key variable for studying long term relationships between firms. Research implications: Recent advances in consumer and services marketing consider that perceived value and satisfaction are central to explaining customer loyalty. However, very few studies in B2B explain the antecedents of customer loyalty. This study adopts the relationship marketing approach, and loyalty behavior is being analyzed in a specific setting: an industrial cluster. Furthermore, the effect of the number of suppliers is analyzed as a possible moderator in the relationships of the model. Methodology Approach: We have chosen the Spanish tile cluster to test a series of the hypotheses. Questionnaires were elaborated from primary and secondary information and SEM has been used for statistical treatment and confirmatory factor analysis (CFA). Findings: Importance relationships between perceived value, satisfaction and loyalty and the importance of the different dimensions of perceive value. Practical implications: The empirical study and the results provide an importance evidence for managers: the critical influence of the Emotional and social perceived values by the customer on his level of satisfaction and on the achievement of final the commercial training programs of this matters. Originality, value, and contribution: This study highlights theimportance of the most intangibles dimensions of value for the industrial cluster relations between companie

The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study

Negative user-generated content provides cues that warn other consumers to avoid using a particular product or service. This study explores whether brand feedback can counteract consumer backlash to a given company’s cause-related marketing, with a particular focus on how visual attention can moderate negative emotions. Hypotheses based on the Appraisal-Tendency Framework and commitment-trust theory were tested using neurophysiological tools (eye tracking and facial coding) and self-reported measures. The findings suggest that emotions with similar valence and arousal levels cause differing trust perceptions and consumer behavioral responses (sharing intentions), based on the presence or absence of brand feedback. Brand feedback diminishes customers’ visual attention to negative comments in cause-related marketing posts. Consumers’ visual attention to negative comments on a given brand’s cause-related posts, reduces brand trust and its influence on sharing intentions. The findings contribute to the literature by describing mechanisms through which brand feedback influences brand outcomes

Heart rate variability in marketing research: A systematic review and methodological perspectives

Heart rate variability is a promising physiological measurement that accesses psychophysiological variations in response to a marketing stimulus. While its application spans diverse fields, there is a limited understanding of the usability and interpretation of heart rate variability in marketing research. Therefore, this hybrid literature review provides an overview of the emerging use of heart rate variability in marketing research, along with essential methodological considerations. In this context, we blend marketing mix framework with stimulus-organism-response theory, segregating the use of heart rate variability in various marketing research contexts. We follow the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework to reflect on 33 records obtained from six databases. Our findings suggest that 42% of studies used heart rate variability to investigate promotion-related topics. Overall, heart rate variability is mostly used in combination with Galvanic skin response (48%). Further, 39% of studies used non-portable systems for data collection. Last, using the theory characteristics methodology (TCM) framework, we identified six research avenues: (1) affective, cognitive, and sensorial constructs; (2) personality, thinking style, and demographics; (3) product experience; (4) advertising and branding; (5) correlation with immersive technologies; and (6) triangulation with other neurophysiological tools