Search results1 – 10 of 197
The case was developed to stimulate the discussion about decisions and strategies of channel and was recommended for MBA students in courses such as Marketing Channels or Trade Marketing in Business Administration.
The case reports the dilemma experienced in 2013 by Osmar Buzin, one of the partners of Cervejaria Noi, whose specialty beers had achieved prestige among their customers, mainly in the city of Niterói, RJ, where the company was born. This success aroused the interest of other markets that wanted to sell their products. The opportunity for expansion brought together the need to decide how to meet these new markets: deliver directly to the points of sale, as it did before; or use distributors. Osmar knew that he could count on Gilmar Gutbrodt, his partner and brewmaster, along with Bianca Buzin, the General Manager of the brewery to evaluate together the best strategy for reaching new markets.
Expected learning outcomes
It is expected that at the end of the discussion of the case, students will be able to achieve the following learning outcomes: to design the path-to-market, identifying the role of intermediaries; to identify distribution alternatives and key channel members; and to perceive the advantages and disadvantages of intermediation and its unfolding in channel management.
Teaching Notes are available for educators only. Please contact your library to gain login details or email firstname.lastname@example.org to request teaching notes.
CSS: 8: Marketing.
The purpose of this paper is to investigate the omnichannel practices to porpose a conceptual overview to offer guidance on how to handle their inherent complexities.
The purpose of this paper is to investigate the omnichannel practices to porpose a conceptual overview to offer guidance on how to handle their inherent complexities.
This study is based on a literature review of more than 100 academics papers about the multichannel practices and omnichannel practices in the global market.
To this end, this paper identifies and addresses three limitations of the contemporary omnichannel literature: the failure to articulate the sources of value creation generated by omnichannel practices, the conception of omnichannel as targeting a single customer actor only and the static conception of omnichannel practices. In response to these limitations, this study offers the following: four sources of value creation based on the business model concept, a multi-actor customer conception, where several actors partake in the overall purchase decision and an evolutionary notion of omnichannel practices in terms of their constitution and use as part of the overall evolution of a marketplace
The framework presented in this paper provides a map to take new research beyond its current boundaries and an audit tool to help managers identify their firm’s current omnichannel situation, including limitations and opportunities for further development.
The purpose of this paper is to estimate the impact of one productive development program (PROPYME) in a developing nation like Costa Rica. This program seeks to increase…
The purpose of this paper is to estimate the impact of one productive development program (PROPYME) in a developing nation like Costa Rica. This program seeks to increase the capacity of small and medium-sized firms (SMEs) to innovate.
Impacts have been estimated assuming that beneficiary firms are trying to maximize their profits and that PROPYME aims to increase these firms productivity. The impacts were measured in terms of three result variables real average wages employment demand and the probability of exporting. A combination of fixed effects and propensity score matching techniques was used in estimations to correct for any selection bias. The authors worked with panel data companies treated and untreated for the period 2001-2011.
PROPYME’s beneficiaries performed better than other firms in terms of labor demand and their probability of exporting. In addition, the dose and the duration of the effects of the treatment (timing effects) are important.
The authors study the impact in ways that go beyond the average treatment effects on the treated (ATT) usually estimated in the existing literature. Specifically, the research focusses on the identification of the timing or dynamic effects (i.e. how long should we wait to see results?) and treatment intensity (dosage effects).
Se estima el impacto de un programa de desarrollo productivo (Propyme) en un país en vías de desarrollo como Costa Rica. El Propyme busca incrementar la capacidad innovadora de las pequeñas y medidas empresas (pymes) costarricenses.
el impacto se ha estimado y evaluado asumiendo que las pymes beneficiaras buscan maximizar sus beneficios y que Propyme se enfoca en incrementar la productividad de esas empresas. El impacto se valoró en función de tres variables: salarios reales medios, empleo demandado y la probabilidad de exportar. Se utilizó una combinación de técnicas de efectos fijos y emparejamiento en las estimaciones con el fin de prevenir sesgos de selección. Se trabajó con un panel de datos, incluyendo empresas tratadas (beneficiarias de Propyme) así como no tratadas para el periodo 2001-2011.
los beneficiarios de Propyme tuvieron mejor desempeño que las restantes empresas en términos de empleo demandado y su posibilidad de exportar. Adicionalmente los efectos dinámicos (dosis y duración) de los tratamientos son importantes.
Originalidad y valor
este artículo evalúa el impacto de una forma que va más allá de lo usual en la literatura por medio de los efectos promedios de los tratamientos sobre los beneficiarios. Esto por cuanto se enfoca en efectos dinámicos como la duración así como la intensidad.
Jobbing production tends to be a relatively neglected area inoperations planning and control partly because of the relativecomplexity of scheduling in…
Jobbing production tends to be a relatively neglected area in operations planning and control partly because of the relative complexity of scheduling in low‐volume/high‐variety systems, and partly because firms tend to be small and spend little on management software/systems. Describes a package which uses discrete event simulation as an aid to managers/planners in this area. This computer system makes it possible to describe the workload of a jobbing firm, together with the constraints imposed by product structure and manufacturing capacity. The manager is able to test alternative Queue Disciplines, priorities and extensions to capacity, in order to find a schedule of work which balances the strategic objectives of the firm and the requirements of the customer.
Presents results of a nine‐year research and development project. At the beginning a scheduling simulation software was built and assessed in real contexts. Then it has…
Presents results of a nine‐year research and development project. At the beginning a scheduling simulation software was built and assessed in real contexts. Then it has grown into a technology for shop‐floor planning and control in the jobbing industry, developing now into a philosophy for strategic jobbing production management, named here as “Total punctuality approach”. Based on this approach, a conceptual model was developed to orientate control system design in the jobbing industry. The model was conceived on a manufacturing strategy base being clearly driven by punctuality which was identified as being the main order winning criteria in such markets, when quality and price issues have already been resolved. Flexibility, speed and costs were addressed as well according to their relative importance to competitiveness. Concepts extracted from the various technologies available are mixed up forming a special blend with regard to the total punctuality goal. Almost all aspects of the model were implemented in a software that has been successfully used in small Brazilian jobbing firms. Using the software, it is possible to assess a large range of shop‐floor management practices in terms of their contribution to the competitiveness of the company.
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…
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.
Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour…
Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine people who have experienced Erasmus concerning the relationship between their level and type of consumer cosmopolitanism and the decisions related to enrolling in the Erasmus programme, which include the decision itself, motivations, choice of destination, pursuing cultural differences and search for different levels of globalisation.
After proposing a conceptual model, data were collected by surveying undergraduate or postgraduate students. Then a set of multivariate analyses were developed to validate the hypotheses.
Contrarily to what could be expected, results indicate that consumer cosmopolitanism decreases the likelihood for students to enrol on the programme. Additionally, three types of consumer cosmopolitanism were found: low, cultural and high cosmopolitans. According to results, low cosmopolitans display lower likelihoods of enrolment than the other two types. This evidence supports that intention to enrol is not always a good predictor of behaviour and that a gap is proven here as well. This study also suggests that cosmopolitan consumers do not reveal a preference for countries with similar/different cultures or levels of globalization to that of their own country, but, conversely, experiencing a different culture remains one of the leading motivations for these consumers.
Although cosmopolitanism has been extensively studied in different research fields, its link with the decisions on studying abroad has barely been explored.
Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the…
Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the value proposition is an invitation to practice mindfulness.
A field experiment was carried out with 72 volunteers, using a pre-test/post-test control group design. The treatment applied was a set of strategies to increase the engagement of the participants to attain a better result in five dependent variables associated mainly with the benefits of mindfulness practice. Measurements were made from a profile analysis, and submitted to Mann-Whitney and t-tests.
A large effect of group and time factors were observed in the multivariate test, as well as differences in the co-creation of value between groups.
This study can contribute to stimulate experimental transdisciplinary research in humans, using concepts from S-D logic and social marketing to promote positive behavioral change. This approach is probably more efficient at explaining and improving human behavior, given its complex nature.
Gui Lohmann, Heros Augusto Santos Lobo, Luiz Gonzaga Godoi Trigo, Vander Valduga, Rafael Castro, Mariana de Freitas Coelho, Marina Wöhlke Cyrillo, Yoná Dalonso, Maria Henriqueta Gimenes-Minasse, Marlusa de Sevilha Gosling, Ricardo Lanzarini, Sergio Rodrigues Leal, Osiris Marques, Verônica Feder Mayer, Jasmine Cardozo Moreira, Lauro Almeida de Moraes, Alexandre Panosso Netto, André Riani Costa Perinotto, Ambrozio Queiroz Neto, Fabia Trentin and Sidnei Raimundo
Different from most academic publications about tourism in Brazil, this paper provides an overarching and comprehensive perspective. Analysing key developments, and…
Different from most academic publications about tourism in Brazil, this paper provides an overarching and comprehensive perspective. Analysing key developments, and focusing on the period 2000–2019, this paper also considers long-standing structural issues that hinder tourism development. Although this viewpoint paper deals with Brazil, very similar issues can be identified for many countries worldwide.
This viewpoint paper is a combination of reflections by leading Brazilian tourism academics; most are members of ABRATUR, the International Academy for the Development of Tourism Research in Brazil. This paper uses secondary data from the grey (e.g. government reports) and academic literature to support this opinion paper. The tourism-related topics covered in this paper include economics, policy and planning, marketing, transport, nature-based tourism, gastronomy, hospitality and education, amongst others.
Brazil has missed several unique opportunities to place it as a destination of international renown. Since the 1990s, efforts to support regional tourism development have achieved only moderate success as political instability, violence and corruption have impacted tourism. A lack of a coordinated approach between the various levels of government, a shortage of tourism data and a long-term supra-government marketing campaign, among other factors, have meant Brazil has missed several critical opportunities in the 2010s to establish itself as a leading tourism destination in the global market.
From leading tourism academic experts in Brazil, a unique opinion paper offers an overview of the critical development issues in 2000–2019. The paper presents matters that have hindered potential tourism contributions to the largest nation in South America. While these matters may be specific to Brazil, many of these challenges are not dissimilar to those in other emerging (democratic) nations. The authors offer several public policies and technical recommendations to scaffold tourism development towards the 2030 agenda.
本篇观点论文是巴西前沿旅游学者们思考的集合, 其中大多数的学者是巴西旅游发展国际研究院ABRATUR的成员。这篇论文使用了诸如政府工作报告的二手数据和学术文献来支撑文章观点。其中涉及的与旅游相关的主题包括经济学, 政策和规划, 市场营销, 交通, 自然旅游, 烹饪学, 酒店, 教育等等。
与巴西大多数旅游研究的出版物不同, 本文提供了一个重要且全面的视角。文章重点分析了从2000-2009年的旅游业主要发展状况, 同时考虑了阻碍旅游业发展的长期结构性问题。尽管此观点论文涉及巴西, 但在世界许多国家都可以发现非常相似的问题。
巴西已经错失了作为国际知名旅游目的地的几个独特机会。二十世纪九十年代以来, 因为政治动荡, 暴力和腐败对旅游业的影响, 支持区域旅游业发展的努力仅仅取得了有限的成功。各级政府之间缺乏协调方式, 旅游数据短缺和长期的跨政府营销活动等因素, 已经意味着巴西在二十一世纪前十年已经错失了将自己在全球市场中确立为领先旅游目的地的几个重要机会。
这篇来源于一些巴西学术旅游届的领头羊的独特观点论文概述了从2000年到2019年巴西旅游业发展的关键问题。本文介绍了那些已经阻碍南美洲最大旅游国家潜在旅游业贡献的重要事项。尽管这些事项可能是巴西独有的, 但是其中许多问题与其他新兴的（民主的）国家也没有什么不同。我们提供了一些公共政策和技术建议, 以支持旅游业向2030年议程迈进。
Este artículo de opinión es una combinación de reflexiones de destacados académicos brasileños del turismo, la mayoría miembros de ABRATUR, la Academia Internacional para el Desarrollo de la Investigación en Turismo en Brasil. Se utilizan fuentes secundarias (por ejemplo, informes gubernamentales) y literatura académica para respaldar este artículo. Los temas relacionados con el turismo que se tratan en este documento incluyen economía, política y planificación, marketing, transporte, turismo basado en la naturaleza, gastronomía, hotelería, y educación, entre otros.
A diferencia de la mayoría de las publicaciones académicas sobre el turismo en Brasil, este artículo ofrece una perspectiva global e integral. Al analizar los desarrollos clave y centrarse en 2000–2019, este documento también considera problemas estructurales de larga data que obstaculizan el desarrollo del turismo. Aunque este documento trata de Brasil, se pueden identificar problemas muy similares en muchos otros países del mundo.
Brasil ha perdido varias oportunidades únicas para colocarse como un destino de renombre internacional. Los esfuerzos realizados desde la década de 1990 para apoyar el desarrollo del turismo regional solo han logrado un éxito moderado debido a que la inestabilidad política, la violencia y la corrupción han impactado al turismo. La falta de un enfoque coordinado entre los distintos niveles de gobierno, la escasez de datos turísticos, una campaña de marketing supra gubernamental a largo plazo, entre otros factores, han significado que Brasil haya perdido varias oportunidades críticas en la década de 2010 para establecerse como un destino turístico líder en el mercado global.
Un artículo de opinión único de destacados expertos académicos en turismo en Brasil, que ofrece por primera vez una visión general de los problemas críticos del desarrollo desde la década del 2000. El documento presenta asuntos que han obstaculizado las posibles contribuciones del turismo a la nación más grande de América del Sur. Si bien estos asuntos pueden ser específicos de Brasil, muchos de estos desafíos no son diferentes a los de otras naciones (democráticas) emergentes. Ofrecemos diversas recomendaciones técnicas y de políticas públicas para impulsar el desarrollo turístico hacia la agenda 2030.
The purpose of this paper is to explore the most common individual entrepreneurial self-efficacy (ESE) beliefs profiles associated with high entrepreneurial intentions…
The purpose of this paper is to explore the most common individual entrepreneurial self-efficacy (ESE) beliefs profiles associated with high entrepreneurial intentions (EI) and how these differ when belonging to an entrepreneurial venture team (EVTeam).
After a general test of the ESE theory using a structural equations modeling, fuzzy-set qualitative comparative analysis (fsQCA) is used, on a multi-dimensional ESE scale, to find empirical evidence supporting the existence of different individual ESE profiles, equally associated with high EI individuals. Dividing the sample based on the existence or not of an EVTeam (EVTeam), differences for each group are identified and possible implications are discussed.
This research corroborates ESE as an important antecedent of EI and, from a more in-depth analysis, it also suggests that the highest levels of EI are compatible with different ESE profiles, some of which may be related to having established an EVTeam, or not.
These findings may be useful for entrepreneurs and educators to reflect upon the needed competencies for an EVTeam and the research design might also be useful for policy makers to identify cultural, educational, and institutional shortcomings of the entrepreneurial context. A greater focus should be placed in developing ESE of potential entrepreneurs for the specific entrepreneurial activities for which the lack of perceived capabilities hinders entrepreneurial behavior and success.
This research may be useful for entrepreneurs and educators to reflect upon the needed competencies for an EVTeam. The research design might also be useful for policy makers to identify cultural, educational, and institutional shortcomings of the entrepreneurial context.
This research tests ESE theory in Angola – a country from the African continent from which there is limited empirical evidence – and by exploring the existence of different ESE profiles, with a method that allows for conjunctural causation, new insights and empirical support for future research are provided relative to the complex ESE-EI relationship.