Maria Sarmento and Cláudia Simões
The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build…
Abstract
Purpose
The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build on the idea of business trade fairs (i.e. physical and/or virtual customer touch points) as learning and engagement platforms in service ecosystems.
Design/methodology/approach
The empirical study combines qualitative interviews (n = 16) with trade fair organizers, exhibitors and visitors and a survey (n = 263) comprising open-ended questions administrated to visitors of an international trade fair.
Findings
Findings highlighted the general role that trade fairs have in facilitating companies’ interactions with existing and potential customers. The trade fair develops in physical and virtual platforms, where companies advance business relationships and generate learning experiences and customer engagement. Participants look for solutions to problems and frequently innovation is a consequence of the engagement and learning processes. Yet, while the physical trade fair is instrumental for human personal interaction, namely, to establish informal networks of contacts and face-to-face interactions, virtual trade fairs are highlighted as a catalyst to foster interactivity and connectivity before and after the physical trade fair.
Research limitations/implications
The study endures limitations that may be addressed by future research. For example, studies in similar contexts and in other settings (e.g. different industries) are warranted.
Practical implications
The study offers wide-ranging implications for the principal agents from the trade fair industry: trade fair organizers, exhibitors and visitors.
Originality/value
This research constitutes a preliminary attempt to understand the association between physical and virtual trade fairs and contributes to the discourses on customer engagement and the underlying notion of service ecosystems in the trade fair environment. In particular, the study looks at the role and connections that each platform plays for organizers and participants providing important insights into improving physical and virtual trade fair participation strategies.
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Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has…
Abstract
Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini‐case studies to explore the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes.
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Cláudia Rafaela Saraiva de Melo Simões Nascimento, Adiel Teixeira de Almeida-Filho and Rachel Perez Palha
This paper proposes selecting a construction project portfolio in the context of a public institution, which makes it possible to assess quantitative and qualitative criteria…
Abstract
Purpose
This paper proposes selecting a construction project portfolio in the context of a public institution, which makes it possible to assess quantitative and qualitative criteria, thereby meeting the needs of the institution and the existing constraints.
Design/methodology/approach
The research design follows a framework using technique for order preference by similarity to ideal solution (TOPSIS) associated with integer linear programming.
Findings
The method involves a flow of assessments allowing criteria and weights to be elicited where outcomes are based on the experts' intra-criteria assessment of alternatives and decision-makers' inter-criteria assessment. This is of utmost interest to public organizations, where selections must result in benefits and lower costs, integrating the experts' technical and management perspectives.
Social implications
Public institutions are characterized by having limited financial and personnel resources for project development despite having a high demand for requests not associated with profits, making it essential to have a framework that enables using multiple criteria to better evaluate the benefits related to these decisions.
Originality/value
The main contributions of this article are: (1) the proposition of a framework for selecting construction project portfolios considering the organization's strategic needs; (2) identifying quantitative and qualitative assessment criteria for project selection; (3) integrating TOPSIS with an optimization process for selecting the construction project portfolios and (4) providing a structured decision process for selecting the portfolio that best represents the interests of the institution within its limited resources and personnel.
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Cláudia Simões and Katy J. Mason
Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This…
Abstract
Purpose
Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This often requires managers to invest in developing strong and effective business‐to‐business relationships. While an extensive literature examines the different dimensions of successful business‐to‐business relationships, little research examines how perceived corporate identity is likely to influence market relationships. This paper aims to explore how a buyer and supplier draw on their own identities and the identities of each other in ways that enable them to develop a basis on which to conceptualise and operationalise a strategic sourcing relationship. Specifically, the paper seeks to investigate the emergent relationship identity that results from buyer‐seller interactions.
Design/methodology/approach
The paper uses an in‐depth, longitudinal case study of a buyer‐supplier relationship which involves an engineering buyer and design services supplier.
Findings
The study suggests that the corporate identity of companies involved in a relationship has a prominent role in informing and moulding the relationship. Further, the strategic scope of the analysed business relationship adds to the significance of corporate identity in informing the relationship and, ultimately, the business policy. Finally, a key contribution is the notion of “relationship identity”. Relationship identity conveys the idea that when companies develop a continuous relationship, the relationship itself has a unique identity.
Research limitations/implications
The research findings are based on a single case study. Additional research across multiple case studies is needed in order to verify the findings reported.
Originality/value
This paper addresses a gap in the literature concerning the areas of the role of corporate identity in business relationship development. The findings are important to research and practice with regard to how companies develop successful business‐to‐business relationships.
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Maria Sarmento, Cláudia Simões and Minoo Farhangmehr
This case study discusses the importance of studying buyer and seller interactions, as they are relevant to understand how relationships evolve. It further presents a conceptual…
Abstract
This case study discusses the importance of studying buyer and seller interactions, as they are relevant to understand how relationships evolve. It further presents a conceptual foundation for investigating B2B interactions, particularly in the context of the trade fair. The trade fair is presented as a privileged field for relationship building and development, where socialization episodes occupy a relevant role. Data were gathered through observations, interactions, and interviews, spread over a twelve-month field-study of participants at trade fairs, and their comments analyzed within a framework of relationship building. Insights revealed include the importance of innovation versus relational interactions; the informality of interactions; the opportunity for information exchange and learning; social interactions, and relationship development. The chapter concludes by considering that a relationship marketing strategy to B2B trade fair participation is vital for the effectiveness of this business activity and a challenge for exhibitors, visitors, and trade fair organizers.
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T.C. Melewar, Kara Bassett and Cláudia Simões
This paper attempts to shed light on a further understanding of the notion of corporate identity especially in relation to communication and visual identity, and its relevance for…
Abstract
Purpose
This paper attempts to shed light on a further understanding of the notion of corporate identity especially in relation to communication and visual identity, and its relevance for the organisation.
Design/methodology/approach
The paper presents a main theoretical background reviewing and discussing the literature in corporate identity in particular, addressing the following dimensions: communications and visual identity. The paper also resorts to examples that illustrate how organisations change or shape their corporate identity to face (new) market and environmental conditions.
Findings
The paper shows that corporate identity is an issue of growing importance to all companies. Its development and management has become a key dimension within an organisation's strategy. The paper highlights that corporate identity extends beyond the company's logo and name. It covers all forms of internal and external communications of the company. It further discusses the implications for corporate identity change or adaptation in the context of market and other environmental alterations and how it leads to attaining competitive advantage.
Practical implications
The paper describes how practitioners applied (and may apply) corporate identity as a strategic resource.
Originality/value
This paper contributes to a further understanding of the magnitude of corporate identity, its strategic relevance and managerial dynamics. Moreover, by stressing communication and visual identity dimensions, it underlines how “parts” of identity need and should be managed in a company's setting.
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Maria Sarmento, Minoo Farhangmehr and Cláudia Simões
– The purpose of this paper is to develop a conceptual foundation for understanding business-to-business (B2B) interactions at trade fairs.
Abstract
Purpose
The purpose of this paper is to develop a conceptual foundation for understanding business-to-business (B2B) interactions at trade fairs.
Design/methodology/approach
The paper reports a qualitative study that was undertaken to gain in-depth insights into the relevance of the trade fair context for business relationships. Key informants were trade fair organizers, trade fair exhibitors, trade fair visitors and experts in the field.
Findings
Based on a qualitative approach, we propose a conceptual model that allows understanding the importance of relational interactions at B2B trade fairs. The model shows that interactions and networking served through information exchange, and social interaction among participants at B2B trade fairs are vital for relationship building and development. The model also highlights the fact that trade fairs are relevant to develop a relationship marketing strategy that involves interactions and networking with a multitude of players that goes beyond the interactions between exhibitors and visitors. The model also depicts the importance of trade fairs for product innovation and for generating innovative solutions to problems. Overall, findings suggest that a customized approach will become dominant in trade fairs.
Originality/value
This paper’s contribution is twofold: first, to the relationship marketing literature for developing an understanding of the influence of a specific context in promoting particular interaction dynamics capable of affecting relationship development; second, to the literature on trade fairs by focusing on such context from a relationship marketing perspective.
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Sally Dibb, Cláudia Simões and Robin Wensley
Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify…
Abstract
Purpose
Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out.
Design/methodology/approach
The study uses mixed methods, involving qualitative document analysis, qualitative interviews and a quantitative managerial survey.
Findings
The findings reveal consistency in the views of academics and practitioners across the following disaggregated elements of practice: stakeholder and relationship marketing, customer analysis, marketing-mix management/marketing planning, and the centrality of customers. However, when these themes are integrated into broader categories of practice, the activities are parceled and prioritized in different ways by the different data sources.
Practical implications
The findings have implications for how marketing is practiced and taught and for the future research agenda.
Originality/value
This study considers the functional practices within marketing and clarifies the scope of marketing practice.
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Cristiana R. Lages, Cláudia M.N. Simões, Raymond P. Fisk and Werner H. Kunz
The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine…
Abstract
Purpose
The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community.
Design/methodology/approach
The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer‐reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration.
Findings
Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world.
Research limitations/implications
As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science).
Originality/value
Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.