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Customer, product and brand (CPB) management constitute relevant and inextricably linked levels of decision-making that marketers should manage to drive business success. However, they are generally treated separately in extant research. It leads to a disconnected assessment and management of customers and products/brands, preventing marketers to take advantage of the positive implications of managing them simultaneously. This paper aims to propose a conceptual framework to unify these perspectives: the CPB bottom-up approach.

The paper draws on a range of extant literature on customer equity, brand equity and product performance to identify how financial performance is assessed in each of these perspectives and support the conceptual proposition to unify these different levels of decisions-making.

The proposed framework allows predicting and managing the expected values of these three intertwined perspectives together, providing a unified forward-looking metric to more effectively drive marketing efforts.

The proposed framework opens the path for future discussion concerning possible models that can be adopted to implement it.

The proposed framework allows managers to make decisions having a holistic assessment of CPB performance.

In practice, marketing managers have to deal with brand and product as well as customer levels of decision-making simultaneously. Besides this, adopting customer centricity does not decrease the importance of managing the performance of brands and products. Therefore, the proposition of a solution able to bridge the gap between these levels of decision-making enhances both the marketing practice and literature.

A gestão de clientes, produtos e marcas constituem níveis relevantes e interrelacionados de tomada de decisão que os profissionais de marketing devem gerenciar para impulsionar o sucesso dos negócios. No entanto, eles são geralmente tratados separadamente na literatura. Isso leva a uma avaliação e gestão desconectada de clientes e produtos/marcas, impedindo os profissionais de marketing de aproveitar as implicações positivas de gerenciá-los simultaneamente. Neste artigo, propomos uma estrutura conceitual para unificar essas perspectivas: a abordagem bottom-up de cliente, produto e marca.

O artigo sustenta-se em uma variedade de pesquisas passadas sobre valor do cliente, valor da marca e desempenho do produto para identificar como o desempenho financeiro é avaliado em cada uma dessas perspectivas e apoiar a proposta conceitual para unificar esses diferentes níveis de tomada de decisão.

A estrutura proposta permite prever e gerenciar os valores esperados dessas três perspectivas interligadas, fornecendo uma métrica preditiva unificada para impulsionar os esforços de marketing de forma mais eficaz.

A estrutura proposta abre caminho para futuras discussões sobre possíveis modelos que podem ser adotados para implementá-lo.

A estrutura proposta permite que os gerentes tomem decisões com uma avaliação holística do desempenho do cliente, do produto e da marca.

Na prática, os gerentes de marketing precisam lidar simultaneamente com os níveis de tomada de decisão de marca e de produto, bem como de clientes. Além disso, adotar foco no cliente não diminui a importância de gerenciar o desempenho de marcas e produtos. Portanto, a proposição de uma solução capaz de preencher a lacuna entre esses níveis de tomada de decisão aprimora tanto a prática de marketing quanto a literatura.

The purpose of this paper is to explore the influence of project management offices (PMO) in non-governmental organizations (NGOs), in fundraising linked to projects, under the theoretical lens of the resource-based view.

Through a longitudinal analysis ex post facto study in a non-profit civil association, the authors examined by Mann-Whitney’s U tests the results before (2003-2008) and after (2009-2014) PMO implementation, to check if the office moderated the relationship between project management and fundraising for projects.

Mann-Whitney’s U tests showed that PMO had, in those periods, a statistically significant influence in increasing the number of projects and decreasing the mean value of their budgets (p-value<0.05).

Despite the wide range of studies on the contribution of PMOs to internal project management, there is a lack of empirical evidence on their moderation capacity, especially in NGOs. To fill this research gap, this study investigates the moderating role of PMO in NGOs, by examining their performance on fundraising processes, to contribute to a better understanding of potential PMO effects, particularly as a moderator of the relationship between project management and projects’ fundraising.

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.

The aim of this paper is to present a model for the analysis to the knowledge management on the organizational processes. Knowledge can be considered an input, an element of transformation, and an output of these processes. In order to maximize the competitive advantage of these processes, it is necessary to manage knowledge in a more structured way. The proposed model is composed of the following elements: contents, processes, infrastructure and knowledge management principles. In this paper the model was applied – through two case studies – in the product development process (PDP) of automotive parts manufacturers. The results showed the lack of awareness about the presence of these knowledge management elements in the everyday activities of PDP and the importance of the integration of these elements to the success of this management.

The purpose of this paper is to investigate the issues of accountability, social responsibility and law related with local action groups (LAGs) to achieve local economic and sustainable development.

The literature review justifies the conceptual frame of the issues under discussion. Thus, on the one hand, the LEADER+ programme system statistics were used and, on the other hand, the Portuguese Government and European Union laws, regulations and official documents were used.

LAGs represent civil society in its various aspects and interests, assuming many times as privileged partners of the State, strengthening the rights of individual citizens against the political and economic power. Also, the LAGs as partners have specific local conditions, such as historical, social and cultural identities, governance and geography, that should be equally considered.

The results of the paper show accountability limitations, but the LAG is developed as a source of indispensable and fundamental information for the decision‐making process of local sustainability.

LAGs sometimes, forgetting their real purpose, follow socially responsible practices, often, to apply the strict compliance with the law, regulations and norms, even if social responsibility strategies are arguably recognized as crucial to promote economic success, social and life quality, and environmental sustainability.

The challenges of local development in which the citizen, firms, entities and policy makers are merged need sophisticated and comprehensive strategies and socially responsible best practices to promote the welfare of the society.

This paper identifies case studies that highlight different strategic approaches to recognize the importance of the LAGs in the implementation of sustainable policies and social responsibility strategies. Also, different levels of accountability, social responsibility and law are applied and promoted by LAG.

This paper aims to provide empirical evidence regarding the relationship between different capabilities and innovation performances in the biotechnology sector, in the case of Mexico.

Given the aforementioned objective, this paper constructs different indicators on types of capabilities and innovative performances and, based on them, performs an econometric analysis based on a logit model. The work assumes the central assumptions of the firm's evolutionary theory and, in this sense, seeks to provide quantitative empirical evidence that explains the way in which the construction of different types of capacities determines the innovation results of Mexican firms in the biotechnology sector.

Corroborating the previous empirical evidence in analysis of firm’s capabilities in the biotechnology sector, this work empirically states that productive, absorption, technological and innovative capabilities positively influence the innovative performance of Mexican biotechnology firms.

This work examines a central theme linked to the current analysis of innovation and knowledge processes: the relationship between the organizational capacities of firms in the biotechnology sector and their innovative performance. Through a detailed analysis based on a national survey of Mexican biotechnology firms, this work underlines the importance of generating a new type of reflection on linkage among capabilities, innovation, paradigms and trajectories, technological opportunities, relationship dynamics among actors and modes of insertion into the biotechnology value chain.

El propósito de esta investigación es determinar la influencia de diferentes tipos de capacidades en la habilidad de las empresas para innovar, medida como la introducción de productos biotecnológicos nuevos (o mejorados) en el mercado por parte de la empresa mexicana.

Se analizan los datos de una encuesta nacional de 40 empresas mexicanas de biotecnología en 2015. Se usó un modelo PLS teniendo en cuenta: el tamaño de la muestra, la naturaleza predictiva de la investigación y la complejidad de analizar el efecto de las variables latentes.

De acuerdo con investigaciones anteriores, nuestros resultados muestran la influencia de las capacidades de innovación en los resultados de innovación logrados por la empresa de biotecnología. Por otro lado, el efecto de las capacidades de gestión en los resultados de innovación de la empresa es muy limitado y moderado. Finalmente, y a diferencia de la evidencia predominante anterior, no se encontró una relación entre las capacidades de absorción de las empresas y su desempeño innovador.

El estudio proporciona nuevos aportes analíticos y empíricos que conducen a una reflexión sobre las oportunidades que tienen las empresas mexicanas de insertarse en los mercados globales de media y alta tecnología en el sector de la biotecnología. La detección de oportunidades tecnológicas aprovechables puede proporcionar a la biotecnología mexicana recursos directos para que desarrollen nuevas políticas de innovación e industriales y ajustar las actuales no organizadas.

Biotecnología, Capacidades, Innovación, Desempeño de la empresa, Políticas sectoriales

Trabajo de investigación

O objetivo desta pesquisa é determinar a influência de diferentes tipos de capacidades na capacidade de inovação das empresas, medida como a introdução de novos (ou melhorados) produtos biotecnológicos no mercado pela empresa mexicana.

Os dados de uma pesquisa nacional de 40 empresas de biotecnologia mexicanas são analisados em 2015. Um modelo PLS foi usado levando em conta: o tamanho da amostra, a natureza preditiva da pesquisa e a complexidade de analisar o efeito de variáveis latentes.

Segundo pesquisas anteriores, nossos resultados mostram a influência das capacidades de inovação nos resultados de inovação alcançados pela empresa de biotecnologia. Por outro lado, o efeito das capacidades de gestão nos resultados de inovação da empresa é muito limitado e moderado. Por fim, e diferentemente da evidência predominante anterior, não foi encontrada relação entre as capacidades de absorção das empresas e seu desempenho inovador.

O estudo fornece novas contribuições analíticas e empíricas que levam a uma reflexão sobre as oportunidades que as empresas mexicanas têm para se inserir nos mercados globais de média e alta tecnologia no setor de biotecnologia. A detecção de oportunidades tecnológicas exploráveis pode fornecer à biotecnologia mexicana recursos diretos para desenvolver novas políticas industriais e de inovação e ajustar as atuais políticas não organizadas.

Biotecnologia, Capacidades, Inovaçño, Desempenho da empresa, Políticas setoriais

Trabalho de pesquisa

The purpose of the study is to examine the moderating effects of support service quality (SSQ) on marketing information services sophistication (MISS) and bank’s core competencies within banking sector.

To collect the data, the questionnaire approach and random sampling are chosen. The survey sample consisted of 180 banking branches information technology managers in Sudan’s banking industry.

The study evidenced that the effect of SSQ on the relationship between MISS and bank’s core competencies is a quasi-moderator and also indicate that the two components of MISS are positively and significantly associated with bank’s core competencies.

The study is conducted in Sudan banking industry and generalization could be limited. Future studies will replicate the study in different industries or countries.

For the managers’ practice, the findings showed that MISS can deliver superior performance and efficiency (such as proper work flow, employee satisfaction, reducing complaints or enquiries and competitive capabilities) if it reinforced or strengthened by SSQ.

Empirical results support the positive link between MISS, SSQ and top core competencies. The benefit of that contribution is performance excellence competencies at the market.