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Article
Publication date: 13 March 2017

Eduardo Soares Batista, Alexandro Reis, Filipe Bortolini, Marcelo Alves de Souza, Miriam Borchardt and Giancarlo Medeiros Pereira

The purpose of this paper is to examine how corporate social responsibility (CSR) initiatives add value to Brazilian companies and how these companies perceive the impact of CSR…

661

Abstract

Purpose

The purpose of this paper is to examine how corporate social responsibility (CSR) initiatives add value to Brazilian companies and how these companies perceive the impact of CSR initiatives on their customers, employees, and society.

Design/methodology/approach

A multiple case study was conducted on 17 Brazilian companies, from diverse industries, that started their CSR initiatives between 1984 and 2011.

Findings

It is possible to identify ten companies with CSR initiatives disconnected from business strategy. In such cases, CSR started as an altruistic contribution to the local community. Actions have been limited to the employees and have demanded resources without perceived value for stakeholders. In seven companies, CSR initiatives are linked to the business strategy. In these cases, CSR initiatives add value to the companies promoting companies’ or brands’ reputation. It is observed to provide better working environment through employees’ motivation and their involvement in CSR initiatives. This value is perceived for the customers, employees, and for the society. However, to reinforce this perception, interested stakeholders should be informed about CSR initiatives and their contribution to the society.

Originality/value

This research attempts to analyze the CSR initiatives of the companies in emerging countries and to understand how CSR could add value to these companies and how this value is perceived. It also aims to understand how these initiatives have been organized and could support the altruistic efforts with effective results to the companies and to the society.

Details

Management of Environmental Quality: An International Journal, vol. 28 no. 2
Type: Research Article
ISSN: 1477-7835

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Article
Publication date: 4 September 2017

Eduardo Luiz Braun, Giancarlo Medeiros Pereira, Miguel Afonso Sellitto and Miriam Borchardt

The purpose of this paper is to analyze a contract-based relationship for value co-creation and gain-sharing between two companies for the purpose of industrial maintenance…

532

Abstract

Purpose

The purpose of this paper is to analyze a contract-based relationship for value co-creation and gain-sharing between two companies for the purpose of industrial maintenance services. After five years of good results for both parties, the relationship was terminated, thus raising questions regarding on the actual gains shared by both partners from joint actions.

Design/methodology/approach

The research method is the longitudinal case study. The research question is: why would a contractual relationship of co-creation of value be terminated given the fact that it yielded good financial results for both parts over the course of five years? The main research techniques were structured interviews with relevant actors and documental analysis from both parts involved in the contract.

Findings

Even valuable contracts can be terminated if the external scenario changes significantly: it matters very little the good job done together if the result became poor due to external reasons, as buyer’s sales drop in the period. In the inner scenario, mistruth can arise if the buyer maintains parallel structures for performing similar tasks to those of the service provider, showing some kind of independence from the supplier.

Research limitations/implications

The main limitation is that inherent to case studies: the lack of generalization.

Practical implications

When companies decide to contract regular long-term maintenance services, preventions to revenue reductions of the main activity the must be present, for the continuity of the contract.

Originality/value

To the date of this research, no similar study was found, regarding the influence of the external results in the internal relationships in co-creation value contracts.

Details

Business Process Management Journal, vol. 23 no. 5
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 23 May 2023

Luciene Eberle, Gabriel Sperandio Milan, Ana Paula Graciola, Miriam Borchardt and Giancarlo Medeiros Pereira

The present research had the objectives of proposing, testing and validating a theoretical model that includes ecological awareness, healthy consumption, consumer attitude and…

702

Abstract

Purpose

The present research had the objectives of proposing, testing and validating a theoretical model that includes ecological awareness, healthy consumption, consumer attitude and price awareness as determinants of the purchase intention of organic foods and analyzing the moderating effect of gender, educational level and income of families in the relationship between price awareness and purchase intention.

Design/methodology/approach

A survey research was implemented with 382 Brazilians who consume organic foods from a non-probabilistic sample for convenience. For data analysis, structural equation modeling was used to test the proposed theoretical model and its respective relationships.

Findings

The results showed that ecological awareness, healthy consumption, consumer attitude and price awareness are determinants of the purchase intention of organic foods 79.1% of the variance of purchase intention of organic foods could be explained by such determinants. Another relevant result is that gender and family income has a positive moderating effect on the relationship between price awareness and the intention to purchase organic food.

Originality/value

Environmental problems and their adverse impacts on humans have become an important issue to be analyzed by academics (researchers), governments and organizations, and their managers, especially when organic foods are considered.

Details

Management of Environmental Quality: An International Journal, vol. 34 no. 5
Type: Research Article
ISSN: 1477-7835

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Article
Publication date: 26 July 2021

Miriam Borchardt, Charbel José Chiappetta Jabbour, José de Figueiredo Belém, Venkatesh Mani, Giancarlo Medeiros Pereira and Ágata Maitê Ritter

This study aims to examine the process of frugal innovation (FI) in micro- and small-enterprises (MSEs) at the base of the pyramid (BOP) through the analytical lens of business…

396

Abstract

Purpose

This study aims to examine the process of frugal innovation (FI) in micro- and small-enterprises (MSEs) at the base of the pyramid (BOP) through the analytical lens of business models.

Design/methodology/approach

A case study was conducted with 30 MSEs from three different industries in a very poor region in Brazil.

Findings

The findings indicate that, in cases where FI is intense and dynamic, the start of the FI process is based on the reinterpretation of fashion trends and influences from the business ecosystem while the consolidation of FI in MSEs occurs through the reconfiguration of resources. Additionally, this study shows that FI depends on conditions other than the production of frugal products for BOP consumers.

Research limitations/implications

This study points out that the presence of end-of-life non-BOP raw materials distributed by large distributors in the case of fashion products, along with the interaction between MSEs at the BOP and these distributors, trigger FI and are profitable for both. For non-fashion products with long life cycles, there is no demand for innovation.

Originality/value

This study addresses the research void present in the literature on FI by presenting the process of FI and the conditions that leverage or stagnate FI in MSEs at the BOP, as well as how business models are shaped by these conditions.

Details

European Business Review, vol. 34 no. 3
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 29 October 2019

Elenise Martins Rocha, Giancarlo Medeiros Pereira and Diego Augusto de Jesus Pacheco

This paper aims to examine the impact of predictive gamification, through a sales simulator game, as a strategy to minimize sales problems in organizations.

1696

Abstract

Purpose

This paper aims to examine the impact of predictive gamification, through a sales simulator game, as a strategy to minimize sales problems in organizations.

Design/methodology/approach

This empirical study was executed in a large global company that produces and markets footwear for B2B and B2C markets. The company operates in more than 18 countries and adopts the gamification to train 7,600 sellers and 10,052 professionals directly linked to the sales area. The methodology adopted followed a qualitative and exploratory approach based on an in-depth case study analysis.

Findings

Results indicated that the use of predictive gamification allowed mitigating future problems, in average, four months in advance of the arrival of the new products at the points of sale. The main findings included improvement in sales arguments, product knowledge and sales closure. The company assigns the results to the implementation of the gamification and the possibility to simulate the evaluation of the level of readiness of the sales force resources. For this, the following three primary variables emerged: adequate definition of training content, analysis of the learning process and simulation of store reality.

Research limitations/implications

The authors introduced to the sales training literature the concept of predictive gamification. The predictive gamification allows anticipating and reducing future problems before the arrival of the new products in the market, improving the argument of sales, the knowledge about the products and the ratio of sales conversion of stores.

Practical implications

First, the content design of gamification needs to be carefully projected before the simulator development, considering the target audience and its particularities. Second, the construction of evaluation activities needs to consider contexts, actions and results. Third, monitoring the paths taken by the seller in the simulator environment is requisite. Fourth, the analysis of the results of vendor responses in the simulator environment can be obtained through learning management system reports. Fifth, the development of game simulators with advanced technologies may be done with low investment.

Originality/value

The findings have implications for the field vis-à-vis three main research gaps identified in the literature discussing gamification in sales training. First, the authors identified best practices from the application of gamification in sales training. Second, they showed the sales qualification processes, which can be improved by applying gamification. Third, they presented strategies of use of gamification as an approach allied to the training of sales professionals to generate enhanced sales results.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 5 March 2018

Giancarlo Medeiros Pereira, Mauro Rocha, Fabiano L. Nunes, Miriam Borchardt and Claudia Viviane Viegas

This study aims to investigate the internal elements that influence service offering. A better understanding of these elements can improve interaction between organizational…

448

Abstract

Purpose

This study aims to investigate the internal elements that influence service offering. A better understanding of these elements can improve interaction between organizational structure, corporate culture and human resource management, and can leverage interdepartmental collaboration.

Design/methodology/approach

In total, 12 global manufacturers that sell products and services to the automotive or to the chemical supply chains were investigated on multiple case studies.

Findings

The lack of interdepartmental processes and indicators may induce other departments to not prioritize the demands of the service department, thus lowering the service level. Service professionals who do not combine technical and commercial skills may hinder sales increase (product + service). The isolation of service professionals prevents the dissemination of knowledge among departments, thus reducing manufacturer’s innovativeness.

Research limitations/implications

Further research must focus on how to manage/redesign processes to improve sales and innovativeness; how to hire, qualify and motivate service professionals who possess commercial skills; and how to mitigate the isolation of service professionals.

Originality/value

New interdepartmental processes and indicators can turn on new and better organizational structures, improve the service management and reduce internal conflicts. Service professionals who possess and use only technical skills can hamper the incorporation of the new demands presented by the customers. Isolated professionals may negatively affect the efficacy of the market strategy.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 2 November 2012

Daniel Battaglia, Miriam Borchardt, Miguel Afonso Sellitto and Giancarlo Medeiros Pereira

The aim of this study is to propose a method for assessing the service recovery performance of a manufacturing company with value‐added services. Service recovery performance is…

3279

Abstract

Purpose

The aim of this study is to propose a method for assessing the service recovery performance of a manufacturing company with value‐added services. Service recovery performance is assessed by an index with value ranges from 0 to 100 percent.

Design/methodology/approach

A tree‐like structure was built to represent service recovery. This structure was weighted according to the degrees of each dimension's relative importance using the analytic hierarchy process (AHP) method. After construction, the dimensions were evaluated by considering how much they were applied during the process; the service recovery index and the gaps between importance and application were determined. The method was tested in a multinational manufacturing company and in two buyer companies.

Findings

It was possible to identify the most important service recovery dimensions from the perspective of a manufacturing company (“speed of recovery”, followed by “empowerment”) and the respective degree of application according to the buyers; the gaps between importance and application were determined, and a set of suggestions for the service recovery process was made.

Practical implications

The proposed method can be adapted for other companies, including those in other industries. Analysis of the degree of the application of the dimensions of recovery can be extended to other customers, which allows for the measurement of service recovery performance.

Originality/value

The recovery service is an organisational process relevant to manufacturing enterprises with value‐added services, which require measurement of their performance. The authors found no other references to a method that allows organisations to assess their performance in relation to recovery dimensions.

Details

Business Process Management Journal, vol. 18 no. 6
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 3 May 2016

Carlos Renato Trento, Timóteo Stüker, Giancarlo Medeiros Pereira, Miriam Borchardt and Cláudia V. Viegas

The purpose of this paper is to investigate opportunities to move benchmarking studies toward a strategic level. The authors benchmarked how service prices are defined based on…

1691

Abstract

Purpose

The purpose of this paper is to investigate opportunities to move benchmarking studies toward a strategic level. The authors benchmarked how service prices are defined based on the value added for the customer.

Design/methodology/approach

A multi-case research investigated how manufacturers can increase their service revenues; how corporate reputation can be analyzed to enhance financial and market performance; how customer satisfaction and price acceptance are related; and how benchmark studies can move to a more strategic level based on a conjoint analysis of value and price.

Findings

Price’s benchmarking studies must combine the customers’ value demands; the customer expectations associated to each value demand; the competitor prices; and the revenue alternatives that a supplier can explore (e.g. sale of new goods, services for new goods, services for non-new goods, and repair parts). The combination of these elements reveals several opportunities for revenue generation. This combination may also help to explain the existence of different prices for similar goods and services. The authors referred to this as a flexible pricing policy. Flexible pricing may help manufacturers maximize revenues, and win and maintain customers.

Research limitations/implications

The following research questions are suggested for future studies: What other elements should be considered in strategic benchmarking studies? What other elements can influence a flexible pricing policy for goods, spare parts, and services? In what contexts can a flexible pricing policy be applied? How should flexible pricing practices be benchmarked?

Practical implications

A strategic benchmarking study must first identify the customers’ value demands. It is then necessary to analyze customer expectations associated to each value demand. As shown, customers may have different expectations for the same product or service. Similar expectations must be grouped together in order to allow a well-structured benchmark.

Originality/value

The authors’ findings suggest interesting points to be observed by the manufacturers who supply integrated solutions with a long life cycle.

Details

Benchmarking: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 6 June 2016

Liziane Silva Menezes, Miguel Afonso Sellitto, Tatiane Pereira Librelato, Miriam Borchardt and Giancarlo Medeiros Pereira

– The purpose of this paper is to develop a multiple item scale for measuring perceived quality in e-service provided by a university.

1064

Abstract

Purpose

The purpose of this paper is to develop a multiple item scale for measuring perceived quality in e-service provided by a university.

Design/methodology/approach

The authors used a two-step methodology: a qualitative part to identify relevant dimensions and indicators in e-service and a numerical survey to assess preferences and evaluations of 252 users, regarding indicators of e-service quality, as well as a global degree of satisfaction with the overall e-service. Multivariate and structural techniques helped extracting guidelines for improving perceived quality.

Findings

The authors refined a scale by factor analysis, remaining five dimensions and 15 items. The five dimensions are: trust, convenience, responsivity, empathy and personalization. The authors found out that trust, responsivity and empathy, at a 0.01 level, are directly related with the overall satisfaction with e-service.

Research limitations/implications

Specific results are not generalizable to others universities, but the method can be replicated in others e-service providers. For continuity, the authors recommend multicriterial methods for prioritizing indicators. For confirmatory analysis, the authors suggest a new survey with a larger sample, aggregating new indicators by more qualitative research.

Practical implications

The method can help universities to evaluate and eventually reformulate their strategies in dealing with e-services users.

Originality/value

The paper helps clarify how to structure and organize indicators related to e-service perceived quality and how to identify those activities that can help managers to improve it.

Details

Business Process Management Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 1 June 2015

Germano Zarpelon Neto, Giancarlo Medeiros Pereira and Miriam Borchardt

This article aims to adopt a complementary line of reasoning by investigating the problems that manufacturers can face when providing services in different countries. Studies of…

1587

Abstract

Purpose

This article aims to adopt a complementary line of reasoning by investigating the problems that manufacturers can face when providing services in different countries. Studies of the relationship between products and services have focused on concept, model and classification propositions; the importance of building relationships with clients; and approaches for bundling services and products.

Design/methodology/approach

A qualitative, multi-case research design was employed. The authors aim was to study similar services provided by the same company in different countries. The authors investigated the six most important service units of a company that sells 1.2 billion/year. This approach differs from the majority of the previous studies conducted at the global level (multiple case studies and/or distinct business sectors).

Findings

The provision of service in different countries may face some challenges in the capital goods industry. Such challenges arise from the following elements: regulations that protect the local service companies from the competition with the manufacturers; operational problems (employee turnover, the distance between resources and clients and a shared structure between service providers and the factory); the manufacturer culture (goods-dominant logic prevail over the services-dominant logic); commercial approaches (lack of an open relationships between the manufacturer and the client in unforeseen situations, a poor understanding about how each customer can generate revenues and profits in the long run, the contract rigidity and a single sales team to sell products and services); and the poor knowledge presented by the manufacturer about the value demands of their customers (includes the acquisition, dissemination and utilization of the knowledge).

Research limitations/implications

The research findings are limited in generalizability because of the qualitative research methodology.

Practical implications

Manufacturers of the capital goods must understand the constraints that limit the sales of services around the world. Such understanding will help them to redesign their value offerings, as well as their operational structure. Aiming to support them during the revision process, a preliminary model for global service management was included at the end of the article.

Originality/value

The study contributes to the debate regarding the provision of global services. The analysis of the findings unveils some avenues for future studies, namely: alternatives for reducing the turnover of the service teams; alternatives to mitigate the conflicts between the service department and the other company departments (engineering and manufacturing); methods to evaluate how and when local competitors can generate gains to the manufacturer; alternatives to mitigate the customer’s concerns arising from the service outsourcing (e.g. reduction of their knowledge about the products maintenance); and methods to acquire, disseminate and utilize the knowledge required to improve the global service operations.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0885-8624

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