56 documents found, page 1 of 6
Offshore outsourcing as a business strategy: a qualitative study of the adoptio...
Velasquez, Isabella; Silva, Susana C.; Martyniuk, Valdenise Leziér; Las-Casas, Alexandre LuzziThis paper analyses the adoption of offshore outsourcing as a business strategy in the Portuguese footwear industry. Based on a review of the current literature, data was collected through interviews conducted with key Portuguese footwear players and shoe company managers. The main findings suggest that offshoring is more appreciated by managers who attribute their success and growth to the adoption of this str...
The impact of providing non-human identity cues about sales agents on consumer ...
Cicco, Roberta De; Elmashhara, Maher Georges; Silva, Susana C.; Hammerschmidt, MaikPurpose This work investigates how different strategies for providing cues about the non-human identity of a sales agent influence consumers’ perceptions and purchase-related outcomes, and how a social interaction style shapes these responses. Additionally, the authors explore the role of consumers’ speciesism against non-human entities in eliciting unfavourable responses to the disclosure of the agent’s artifi...
A company-basedvView on sustainable packaging orientation
Duarte, Paulo; Ribeiro, Maria Inês; Silva, Susana C.; Pinhal, Rúben; Estima, AnaThis study aims to understand how companies address and integrate sustainability challenges in packaging design, as well as the motivations and processes that influence managers’ decisions when adopting sustainable practices. Semi-structured interviews were conducted with managers from five major Portuguese companies to gather qualitative data on the motivations and processes related to sustainable packaging st...
Predicting consumer ad preferences: leveraging a machine learning approach for ...
Marques, João Alexandre Lobo; Neto, Andreia C.; Silva, Susana C.; Bigne, EnriqueThis research unveils to predict consumer ad preferences by detecting seven basic emotions, attention and engagement triggered by advertising through the analysis of two specific physiological monitoring tools, electrodermal activity (EDA), and Facial Expression Analysis (FEA), applied to video advertising, offering a twofold contribution of significant value. First, to identify the most relevant physiological ...
Unveiling the power of supplier-country image on B2B customers' perceptions: be...
Crespo, Cátia Fernandes; Crespo, Nuno Fernandes; Silva, Susana C.Researchers in business-to-business (B2B) sectors often assume that findings regarding country-of-origin (COO) effects on end consumers can be directly applied to the industrial marketing context. This tendency to generalize can result in an inaccurate understanding of how buyers perceive COO information in B2B scenarios. This study investigates the effect of supplier-country image on international customers’ p...
Unveiling retail omnichannel challenges: developing an omnichannel obstacles scale
Radomska, Joanna; Kawa, Arkadiusz; Hajdas, Monika; Klimas, Patrycja; Silva, Susana C.Purpose: Retail omnichannel implementation faces barriers hindering accurate and efficient integration across marketing channels. Our desk examination identified a need for a broader perspective in investigating these barriers, moving away from a dominant, narrow approach. This research aims to develop a comprehensive set of items to measure retail omnichannel obstacles, refine the scale and assess its reliabil...
Cultural contrasts in vegan food choice: a multi-methods comparative analysis o...
Duarte, Paulo; Meneses, Raquel; Silva, Susana C.; Tharakan, Riya RoyThis study examines the impact of consumption values on vegan food purchase intentions through a cross-cultural comparison between India and Portugal, two culturally distinct countries with divergent food traditions and value systems. Using the Theory of Consumption Values (TCV) as the framework, we analyze how functional, emotional, social, epistemic, conditional, and ecological values impact vegan purchasing ...
Unveiling the power of supplier-country image on B2B customers' perceptions: Be...
Crespo, Cátia Fernandes; Crespo, Nuno Fernandes; Silva, Susana C.Researchers in business-to-business (B2B) sectors often assume that findings regarding country-of-origin (COO) effects on end consumers can be directly applied to the industrial marketing context. This tendency to generalize can result in an inaccurate understanding of how buyers perceive COO information in B2B scenarios. This study investigates the effect of supplier-country image on international customers’ p...
Channel integration puzzle: internal obstacles, industry drivers and omnichanne...
Hajdas, Monika; Radomska, Joanna; Kawa, Arkadiusz; Klimas, Patrycja; Silva, Susana C.Purpose – In this paper, we aim to advance the research on how companies navigate channel integration by examining the internal and external challenges they encounter. Specifically, we investigate how internal obstacles and external industry drivers affect the level of channel integration. Design/methodology/approach – In our quantitative study, we collected the relevant data from 412 firms operating in over 20...
Revolutionizing customer engagement via gamified chatbots: a paradigm shift
Elmashhara, Maher Georges; Cicco, Roberta De; Silva, Susana C.; Hammerschmidt, Maik; Silva, Maria LeviIn today’s fast-paced marketplace, companies are using AI, particularly chatbots, to enhance customer experiences and boost sales. Despite advancements, many consumers are still hesitant to use chatbots for purchases, often abandoning them after initial interactions. To address this, businesses are adding gamification elements like rewards and discounts to chatbot interactions. This research examines how gamifi...