Antonio Juarez Alencar, Eduardo Martins Ribeiro, Armando Leite Ferreira, Eber Assis Schmitz, Priscila M.V. Lima and Fernando Silva Pereira Manso
In the classic recency‐frequency‐monetary value (RFV or RFM) approach to market segmentation, customers are grouped together into an arbitrary number of segments according to data…
Abstract
Purpose
In the classic recency‐frequency‐monetary value (RFV or RFM) approach to market segmentation, customers are grouped together into an arbitrary number of segments according to data on their most recent day of purchase (R), the number of buying orders placed (F) and the total monetary value of their purchases (V). The purpose of this paper is to show how to select the order in which the RFV dimensions are applied to data and choose the number of segments and the time frame used in such a way as to maximize the results of direct marketing campaigns.
Design/methodology/approach
A “genetically” optimized RFV model is built from data collected from a real world direct marketing campaign. The results produced when it is used are compared with the results yielded without the use of any forecasting method at all and with the support of a widely used basic RFV model.
Findings
Not only does the new model provide better results, but it is also easy to build and allows for the introduction of new dimensions that may improve its performance even further.
Practical implications
The new model improves the cost‐effectiveness of direct marketing campaigns by permitting more accurate identification of a company's most valuable customers and improving the quality of communication with its customers. It can thereby help them to become more competitive and profitable. This has clear implications for the gathering of marketing intelligence and planning of marketing strategies.
Originality/value
Although genetic algorithms have been shown to be powerful tools for problem solving, their use in marketing has been little reported. This work is a step towards bridging that gap. The genetically optimized RFV model is a new contribution to direct and relationship marketing, generating a positive qualitative and quantitative impact on the way companies relate to their customers.
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Barbara de Lima Voss, David Bernard Carter and Bruno Meirelles Salotti
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…
Abstract
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.
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Eduardo da Silva Fernandes, Ines Hexsel Grochau, Carla Schwengber ten Caten, Diogo José Horst and Pedro Paulo Andrade Junior
This paper aims to identify the determining factors for the financial performance (FP) of social enterprises in an emerging country, in this case Brazil.
Abstract
Purpose
This paper aims to identify the determining factors for the financial performance (FP) of social enterprises in an emerging country, in this case Brazil.
Design/methodology/approach
This paper identifies the determinants of the FP of social enterprises in Brazil using the resource-based view as a theoretical lenses and the quantitative method (n = 601) of logistic regression, analyzing the importance of nine variables related to SEs.
Findings
The findings refer to practical contributions (which show how SEs should focus and allocate their resources to maximize FP) and theoretical contributions linked to entrepreneurship literature (by differentiating the results of this work from the literature on commercial entrepreneurship in terms of resources), social entrepreneurship literature (by presenting the resources that determine their FP), business literature, entrepreneurial finance and entrepreneurship in emerging economies.
Originality/value
This work represents a novelty from a methodological point of view, filling the gap regarding the lack of studies that apply a quantitative methodology to a large sample and analyze several different variables when most studies analyze only one factor related to the performance of an organization. It also fills the gap in entrepreneurship studies that use some theoretical lenses. This work is also a pioneer in analyzing the variables involved, such as market orientation, technologies and impact measurement in social entrepreneurship. As this work uses data from a secondary sample, there is the limitation of not choosing the analyzed variables. Even though there were many variables in the sample, it was impossible to consider some variables, referring to various aspects of resources and performance. For this same reason, the social performance of SEs, which is of fundamental importance within the objectives of any organization of this type, was not analyzed and may be a suggestion for future work.
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João Pedro Ferreira, Pedro Nogueira Ramos, Luís Cruz, Eduardo Barata and Michael Lahr
The purpose of this paper is to offer an insight into the fundamental changes taking place in Port wine production value chains. Specifically, the authors examine two distinct…
Abstract
Purpose
The purpose of this paper is to offer an insight into the fundamental changes taking place in Port wine production value chains. Specifically, the authors examine two distinct production regimes: when Port is aged and sold in the Greater Oporto and, alternatively, when it is produced, aged and sold in Douro.
Design/methodology/approach
The authors apply a tri-regional input–output model (Douro, Greater Oporto and rest of the country) for Portugal’s economy. This framework comprises a significant level of detail, with 431 products and 136 industries, the corresponding supply and demand for the products, by industry (for intermediate consumption) and final demand.
Findings
This study shows that the two regimes generate noteworthy, but quite heterogeneous, regional impacts. In both cases, the distribution of value added generates international and interregional trade flows. Moreover, the study reveals a greater capacity to capture national value added by getting the supply chain more intensive in localised services and by using state-of-the-art production techniques.
Originality/value
Using detailed regional data, the authors use disaggregated information, both for industries as well for territories, overcoming a common limitation in similar works that are grounded in international databases. Additionally, the approach integrates the trade interactions among industries and regions, which proves essential to uncovering spillovers resulting from the (direct and indirect) use of inputs from other regions and other countries.
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Fernando Armas Asín and Martin Monsalve Zanatti
From the perspective of business history, this chapter presents an overview of the development of the tourism sector in South America, placing special emphasis on the Peruvian…
Abstract
From the perspective of business history, this chapter presents an overview of the development of the tourism sector in South America, placing special emphasis on the Peruvian case. The chapter explores various topics related to the tourism chain, such as hotel networks, the role of the state, tour operators, micro- and small enterprises, linkages between tourism and sustainability, the formation of clusters in the sector, and interactions between different entrepreneurs in the chain. Special emphasis is placed on the Peruvian case, especially when it comes to discussing the role of micro- and small enterprises in the sector.
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Alcione Moreira Marques, Adriana Queiroz Botelho Fóz, Eduardo Guedes Queiroz Lopes and Luiza Hiromi Tanaka
The purpose of this paper is to assess the effects of a program to develop socioemotional competence (SEC) focused on self-awareness and emotional self-management as a resource…
Abstract
Purpose
The purpose of this paper is to assess the effects of a program to develop socioemotional competence (SEC) focused on self-awareness and emotional self-management as a resource for the well-being and stress relief of teachers at a Brazilian public school in a socially vulnerable region.
Design/methodology/approach
Eighteen (18) teachers took part in a participatory action research approach. The data collection techniques used were: conversation wheel, individual interview, participant observation and focus group. The emotional education program (PEEP) was conducted in ten 90-min meetings. The data were analyzed using thematic content analysis.
Findings
There were two categories identified: an increase in the teachers' self-awareness and emotional self-management skills. These findings yielded reports of improvements in their ability to deal with their own emotions, better management of the emotional demands of daily school life and positive reflexes on their well-being and teaching practice.
Research limitations/implications
Dealing better with emotions involves several skills that need time to be developed and assimilated and PEEP has been applied in a relatively short time. In addition, its application in a wider range of situations has not been evaluated.
Originality/value
This study is linked to a few others that were carried out on the effects that intervention programs had on a teacher's SEC. It was evident that following the steps of the action research enhanced the researcher's connection with the teachers, and it provided a genuine understanding of what it means to be studied. Because of this, it was possible to get a deeper understanding of teachers' emotional states, and the actions and results were legitimized by the participants.
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Paulo Nobre, Enio Bueno Pereira, Francinete Francis Lacerda, Marcel Bursztyn, Eduardo Amaral Haddad and Debora Ley
This study aims to exploit the abundance of solar energy resources for socioeconomic development in the semi -arid Northeastern Brazil as a potent adaptation tool to global…
Abstract
Purpose
This study aims to exploit the abundance of solar energy resources for socioeconomic development in the semi -arid Northeastern Brazil as a potent adaptation tool to global climate change. It points out a set of conjuncture factors that allow us to foresee a new paradigm of sustainable development for the region by transforming the sun’s radiant energy into electricity through distributed photovoltaic generation. The new paradigm, as presented in this essay, has the transformative potential to free the region from past regional development dogma, which was dependent on the scarce water resource, and the marginal and predatory use of its Caatinga Biome.
Design/methodology/approach
The research uses a pre ante design, following the procedures of scenario building, as an adaptation mechanism to climate change in the sector of energy generation and socioeconomic inclusion.
Findings
The scenarios of socioeconomic resilience to climate change based on the abundance of solar radiation, rather than the scarcity of water, demonstrates its potential as a global adaptation paradigm to climate change.
Research limitations/implications
The developments proposed are dependent on federal legislation changes, allowing the small producer to be remunerated by the energy produced.
Practical implications
The proposed smart grid photovoltaic generation program increases the country's resiliency to the effect of droughts and climate change.
Social implications
As proposed, the program allows for the reversion of a pattern of long term poverty in semi-arid Northeast Brazil.
Originality/value
The exploitation of the characteristics of abundance of the semiarid climate, i.e. its very condition of semi-aridity with abundant solar radiation, is itself an advantage factor toward adaption to unforeseen drought events. Extensive previous research has focused on weighting and monitoring drought i.e. the paradigm of scarcity. The interplay between exploiting Northeast Brazil’s abundant factors and climate change adaptation, especially at the small farmer levels constitutes a discovery never before contemplated.