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This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance.

This qualitative study is based on interviews with businesswomen.

Businesswomen use SM actively but not effectively. SM are used primarily for advertising and promotion. External factors, such as family and friends, are more influential in the decision of women to use SM in business. Women mostly use defensive rather than offensive strategies. Effective use of SM in conjunction with conventional marketing tools can improve customer engagement and increase business performance.

The research findings are valuable for marketing managers, women entrepreneurs and micro and small businesses in making decisions to effectively use SM.

This study investigates customer engagement from the owner/manager’s perspective in contrast to the general customer-centric approach. The study contributes analysing an important and scarcely explored area, which is the use of SM by women-run MSEs in less developed countries to engage consumers.

Este estudio explora cómo las mujeres de negocios que dirigen micro y pequeñas empresas (MSE) utilizan las redes sociales para atraer a los clientes. El estudio también investiga cómo las redes sociales (frente a los medios tradicionales) y la involucración de los clientes mejoran el rendimiento empresarial.

Este estudio cualitativo se basa en entrevistas con mujeres empresarias.

Las mujeres empresarias utilizan las redes sociales de forma activa, pero no eficaz. Las redes sociales se utilizan principalmente para la publicidad y la promoción. Los factores externos, como la familia y los amigos, influyen más en la decisión de las mujeres de utilizar las redes sociales en los negocios. Las empresarias utilizan sobre todo estrategias defensivas en lugar de ofensivas. El uso eficaz de las redes sociales junto con las herramientas de marketing convencionales puede mejorar el compromiso de los clientes y aumentar el rendimiento de la empresa.

Los resultados de la investigación son valiosos para las directivas de marketing, las mujeres empresarias y las micro y pequeñas empresas a la hora de tomar decisiones y para utilizar eficazmente las redes sociales.

Este estudio investiga el compromiso del cliente desde la perspectiva del propietario/gerente en contraste con el enfoque general centrado en el cliente. El estudio contribuye a analizar un área importante y escasamente explorada, que es el uso de las redes sociales por parte de las microempresas dirigidas por mujeres en los países menos desarrollados para involucrar a los consumidores.

本研究探讨了经营微型和小型企业（MSEs）的女商人如何使用社交媒体来吸引客户。该研究还调查了社交媒体（相对于传统媒体）和客户参与如何提高企业绩效。

这项定性研究是基于对女商人的采访。

女商人积极使用社交媒体, 但并非有效。社交媒体主要用于广告和推广。外部因素, 如家庭和朋友, 对妇女在商业中使用社交媒体的决定更有影响力。女性大多使用防御性而非进攻性策略。将社交媒体与传统的营销工具有效地结合起来使用, 可以提高客户的参与度, 增加企业的业绩。

研究结果对营销经理、女企业家和小微企业做出有效使用社交媒体的决定很有价值。

本研究从业主/经理的角度调查了客户参与度, 与一般的以客户为中心的方法不同。该研究有助于分析一个重要的、很少被探索的领域, 即欠发达国家的妇女经营的微型企业使用社交媒体来吸引消费者。

The purpose of this paper is to report the experience of the Federal Public Institution with sustainable public procurement through the mechanism of shared acquisitions.

The analysis adopted a qualitative approach and an empirical investigation of MPF’s experience, based on a documentary research and participant observation.

The results allow the authors to demonstrate the economic, environmental and social advantages of the procurement made by MPF, thus granting to this new model of acquisition governance, the adherence to the organization’s institutional mission.

This is a single case study.

It is a promising path that optimizes the institution’s use of its budgetary, human, logistical and information technology resources, focusing on the quality and sustainability of public biddings.

The process of collective construction, improvement of knowledge management, standardization, procedural and scale economies, and the use of sustainability criteria are the main reasons for the implementation of the sustainable shared acquisitions system in the institution.

This is a development process of a new paradigm of procurement at MPF.

This paper aims to identify and measure the impact of the types of innovation on micro and small enterprises’ performance in the foodservice industry.

A sample of 55 micro and small enterprises located in the Recife Metropolitan Area in Pernambuco were considered for the purpose of the analysis. All the firms were registered in the Agente Local de Inovação (ALI) program during the period of 2015 and 2016. The innovations developed by the firms were identified and measured using the sectorial innovation index, and the firm’s performance was calculated by the annual revenue. The impact of the innovations on performance was measured using multiple linear regression and quantile regression.

The regressions’ findings suggest that two innovation dimensions stand out concerning firm performance, that is, brand and customer experience are thought as to contribute to firm performance significantly. However, it has also been found that the contribution of the innovations may vary in the level of firm performance.

The paper was distinguished by analyzing the relationship between innovation and firm performance in the context of micro and small enterprises. The research also allowed knowing the innovations that can contribute to the micro and small enterprises’ performance, allowing such organizations to identify and develop the innovations seen as necessary for their competitiveness.

The purpose of this paper is to analyze the role that the sociocultural, family and university environment play in the entrepreneurial intention of young people in a peripheral and less innovative region.

The authors adopted the perspective of the theory of planned behavior and made an empirical study with a sample of 1,064 Spanish university students who voluntarily participated in the GUESSS Project answering an online questionnaire. A methodology based on structural equations was used employing the partial least squares structural equation modeling estimation technique.

The results show that the university environment directly influences attitude, self-confidence and motivation, and indirectly the students’ entrepreneurial intention. The social context also exerts a weak direct influence on the perceived attitudes or desires toward the option to start a business and indirectly on the intention.

The main contribution of this paper seems to confirm what previous literature highlighted in the terms of regional specificities on the link between innovation systems, the impact of entrepreneurial potential and economic development. In this sense, the university context can play an important role in generating improvements in the entrepreneurial intention’s antecedents of young people with greater potential for innovation in peripheral regions. Therefore, when it comes to defining policies to improve entrepreneurship in these regions, it seems that the establishment of entrepreneurship education and motivation programs in universities is a very effective tool to increase perceived attitude toward the option to start a new business.

This paper aims to assess knowledge relatedness as a possible determinant of business innovation performance. Knowledge relatedness is understood as the degree of similarity between a firm’s knowledge and that of its parent, i.e. the company that the entrepreneur leaves to establish his or her own firm. Innovation performance results from the competitive position that the company achieves through its management of new products and services on the market.

For the empirical work, the authors used a database composed of 356 entrepreneurs who established recently their own business in Costa Rica: people who stopped working in multinational companies in Costa Rica and created their own businesses, and people who created their own businesses simultaneously as the former employees of multinationals.

This paper reports a positive and significant correlation between knowledge relatedness and innovation performance for a number of young firms.

This paper presents the fact of including knowledge relatedness as a research topic linked to business innovation.

Drawing on the resource-based view (RBV) and knowledge-based view (KBV) theories, this study contributes to deepen the knowledge that corporate social responsibility (CSR) exerts on firms' innovation, considering the role played by cooperation. The research also seeks to ascertain the factors that influence the development of business cooperation.

The database used is the Community Innovation Survey (CIS, 2014) applied in the European Union (EU) during the time period 2012–2014. A sample of 7083 Portuguese firms were analyzed through the partial least squares structural equation modeling (PLS-SEM).

The results suggest that CSR positively relates with firms' innovation, and business cooperation partially mediates this relationship. The outcomes also reveal that investing in certain types of innovation activities increases the firms' willingness to cooperate.

The findings contribute to encourage an open innovation strategy as an easy and effective way to cope with rapid trends and changes, since it demonstrates the complementary between innovation and cooperation, as sources of value creation. From a triple bottom line (TBL) perspective, it also highlights that CSR must include social, economic and environmental initiatives, and should be a part of the firms' innovation strategy. As a result, managers who intend to contribute for society in the long term should plan, monitor and manage all CSR dimensions.

The purpose of this research is to contribute to knowledge-building on microenterprises in emerging economies, by assessing the determinants that drive their use of accounting systems.

A probabilistic model was developed to determine the likelihood that a micro-firm would adopt an accounting registry system as a function of a series of contingencies and personal characteristics of their owners/managers. Data from the Microentrepreneurship Survey (EME), from the National Institute of Statistics of Chile for 2017 was used.

The findings suggest that access to external funds, the size and the use of technology strongly influence micro-firms' adoption of accounting systems.

Despite the richness and scope of the data, direct measurements of entrepreneurial orientation and environmental uncertainty, both central variables of the contingency theory, were missing. Hence, duly justified proxies were applied. It is also likely that there would be other variables that also influence the probability of using accounting tools.

The study contributes to a better understanding of microenterprises, and the factors that determine the use of accounting systems. The results highlight that public policies aimed at fostering microenterprises should facilitate access to technology and external funds. Consistent with previous studies, the authors’ findings highlight the importance of training owner/managers on issues related to their business.

This paper contributes to theory by arguably being the first study to confirm that contingency theory does explain the adoption of accounting systems in microenterprises in emerging countries.

Innovation is a constant attribute in the management processes of technology-based companies (TBCs), mostly small and young, and plays a relevant role in their competitiveness and survival. However, the authors assumed that the characteristics of innovation practices differ between incubated and post-incubated companies, in such aspects as formality, type, posture and strategy. The purpose of this paper is to report the innovation practices identified in small TBCs in the incubation and post-incubation periods (graduate companies).

To achieve the purpose, the authors carried out a multiple case study with four TBCs, two incubated and two post-incubated (graduate); the study was qualitative and exploratory, and the authors collected data with their managers.

The results show that these companies have high levels of innovation, which is a determinant factor for their presence in the business market; they create technological innovations in products and services, mostly incremental, such as improvements in existing products or reduction of internal costs of manufacturing. In addition, the results also show important features of the innovations, such as the interaction with other incubated companies and with universities and research centers.

The authors conclude that there were changes in innovation practices, in the transition from incubated to graduate companies, such as the formalization of processes, a shift in focus toward the customer and an increase in resources and in projects’ relevance.

The purpose of this paper is to examine the role and contribution of San Martin and Chazuta subnational governments in promoting development and internationalization of the cocoa and chocolate value chain from the stakeholders’ perceptions. This work was based on a qualitative approach in which information triangulation method, information processing with evaluation rubric and WebQDA software were used. The results showed that stakeholders of both value chains perceive that the subnational government’s actions taken to develop and internationalize these value chains are poorly valued and insufficient. Likewise, six internationalization barriers were identified in which two are perceived as the main limitations: low productivity levels and access to innovations and technology. These results contribute to enrich the decision-making process of political authorities and public officials from the San Martin subnational governments. Moreover, they provide information, according to the Peruvian national requirements, on the perceptions needed to rethink and improve the governmental services available, especially productive activities in the rainforest area (Presidencia del Consejo de Ministros, 2015; Wiener Fresco, 2010). This can improve or create new extension services to increase the quality of the Chazuta’s cocoa and chocolate products and to facilitate their entry into more demanding and profitable markets (Shapira, y otros, 2015).

This paper has been developed by using a qualitative approach with an exploratory and descriptive scope. The objective was to examine a study case of how subnational governments contribute in the promotion of development and internationalization of agro-industrial value chains as alternatives to illicit crops (Hernandez, Fernandez, & Baptista, 2010). The Chazuta case was selected because it is representative of the region in terms of coca eradication and is located between two regions of high biodiversity – Cordillera Escalera Regional Conservation Area and Cordillera Azul National Park.

One of the issues hindering the ability of the Chazuta cocoa and chocolate producers is based on their perception that the subnational governments’ efforts are focused on meeting already-established goals and little emphasis is placed on solving productive problems. On the other hand, at an articulation level, the most relevant efforts have been connecting the cocoa and chocolate customers to Chazuta producers through events. In spite of this, such events are not considered a permanent activity and the producers do not perceive that these mechanisms enable them to maintain these long-term trade relationships. This can be explained by the fact that Chazuta cocoa and chocolate organizations recognize that they still have incipient productive capacities to meet the foreign market’s demand. Furthermore, associations, cooperatives and SMEs are not able to maintain constant levels of production quality, except the family-based business. Knowledge and techniques provided by subnational governments and private organizations are not fully used or implemented by the associations’ members. This low level of knowledge application can be explained by cultural factors and also because the producers receive multiple and sometimes contradictory information from various providers of technology extension services. This leads to inadequate use or non-implementation of productivity improvements, thus generating a virtuous circle in which production and quality of the goods remain at low levels, which hinders their entry into demanding and profitable markets.

This paper has been developed with a qualitative approach considering an exploratory and descriptive scope. Chazuta case was selected because it is representative of the region in terms of eradication achievements and it is located between two regions of high biodiversity. A rubric is an evaluation method of individuals or organizations performance, taking into consideration the evaluator’s pre-established criteria to determine if the objectives and goals are being met. Based on these criteria, evidence and performance information is collected. Following, performance is graded based on the researcher’s predetermined criteria and finally a merit-based judgment is made on the performance.

The results contribute to enrich decision making of political authorities and public officials from San Martin subnational governments. They provide information, according to Peruvian national requirements, on the perceptions needed to rethink and improve provided government services, especially in rainforest area productive activities. This adds up to improvement or creation of new extension services to increase the quality of Chazuta’s cocoa and chocolate products, and to facilitate their entry into more demanding and profitable markets.

The situation of San Martín region and Chazuta district is contextualized and emphasis is given to socioeconomic conditions and the value of cocoa as an alternative crop to coca. From 1980 to early 2000, Peru lived a period of generalized violence due to narcoterrorism, which had large-scale outreach in southern highland and rainforest areas. To deal with this situation, subnational governments in collaboration with international cooperation decided to consolidate agro-industrial value chains in order to generate legal income for rural populations. For this purpose, alternative crop policies were implemented and San Martin region achieved the best results.

This fieldwork was carried out as part of the undergraduate thesis but after fieldwork, with the use of online software tool WebQDA, codes were created to systematize and quantify the collected information in the content manager. The codes were created taking into account assessment and evaluation variables. Each value represented a code referred to a performance level as perceived by Chazuta cocoa and chocolate value chains stakeholders.