Encontrados 3 documentos, a visualizar página 1 de 1
Using necessary condition analysis to understand digital storytelling’s impact ...
Lisboa, Ana Catarina Cadima; Dias, Álvaro L.; Abrantes, José Luis; Ferreira, Bruno; Sousa, CatarinaDigitalization disrupted the marketing landscape, enabling connection with stakeholders, but also introducing heightened competition and digitally empowered consumers. These consumers navigate a world of information overload, pushing brands to look for innovative communication strategies to break through the clutter. Brand storytelling emerged as a powerful tool in this regard, engaging consumers through cognit...
Dynamic capabilities in international markets: their antecedents and current an...
Lisboa, Ana Catarina CadimaThe international context is a dynamic, complex environment in which it is hard for firms to secure current performance without hindering future performance. This study developed specific dynamic capabilities as a feasible way to balance current and future export performance. Besides including an important domain to dynamic capabilities (market) and considering the relevant but understudied context of exporting...
Influência do país de origem na atitude face ao país e na atitude face aos prod...
Lisboa, Ana Catarina CadimaO estudo da ligação entre países e produtos tem sido realizado em diversas perspectivas, como é o caso do comportamento do consumidor ou do marketing internacional. Adoptando a perspectiva do comportamento do consumidor, este trabalho estuda as percepções dos consumidores face à imagem do país, a sua atitude face ao país e a sua atitude face aos produtos originários desse país. Este estudo aplica, pela primeira...