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…
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.
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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…
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.
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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…
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.
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Miriam Borchardt, Giancarlo Pereira, Alexandre Rodrigues Ferreira, Marcela Soares, Josiano Sousa and Daniel Battaglia
This paper aims to analyse the factors that influence frugal innovation (FI) in micro- and small enterprises (MSEs) at the base of the pyramid (BOP) through the theoretical lens…
Abstract
Purpose
This paper aims to analyse the factors that influence frugal innovation (FI) in micro- and small enterprises (MSEs) at the base of the pyramid (BOP) through the theoretical lens of dynamic capabilities. The input–process–output (I-P-O) framework was used as a tool to support the analysis of FI as a process.
Design/methodology/approach
A multiple case study was performed with 25 MSEs at the BOP in Brazil, all of which were in the food industry.
Findings
This study indicates that dynamic capabilities are present in enterprises that are migrating to low income and middle-class consumers, which influences their FI practices. To analyse FI in the context of MSEs at the BOP, the I-P-O framework was adapted. Enterprises that have focussed on extremely poor and subsistence markets develop more disruptive innovation, aiming to reduce the final prices they charge consumers. The primary focus of these enterprises is on maintaining ordinary capabilities. Enterprises that have focussed on low income and middle-class customers have implemented incremental innovation, adding value based on colonial tastes and close relationships with their consumers. Such a strategy demands changes in the physical facilities, use of social media and investment in quality control of these enterprises. Considerations for policymakers and institutions are also presented.
Originality/value
The use of a dynamic capabilities lens in such a context is a new approach and provides a relevant basis for further studies. The study has identified different approaches to FI and different sets of barriers and successful practices, both related to the target market segment, that could leverage FI. This study contributes to case studies from Brazil, spreading the research context beyond Asia.
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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…
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.
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Miriam Borchardt, Marcelo Souza, Giancarlo M. Pereira and Claudia V. Viegas
Branded car dealerships with best revenue by serviced car also have the best after-sales customers’ satisfaction level. The purpose of this paper is to present the analysis of the…
Abstract
Purpose
Branded car dealerships with best revenue by serviced car also have the best after-sales customers’ satisfaction level. The purpose of this paper is to present the analysis of the after-sales quality management practices adopted by dealerships with the best performance in terms of customer’s satisfaction and revenue and how such practices contribute to these results.
Design/methodology/approach
A multiple case study was performed with nine leader branded car dealerships in an emerging country, considering the entrance car. The performance indicators to evaluate customers’ satisfaction, revenue and operational indicators related to product support, brand manifestation and relationship with customers were identified. Quality management practices that support the best results achievement were analyzed.
Findings
The three dealerships that represent Asiatic brands have best customers’ satisfaction and revenue performance. These dealerships typically have different processes comparing with dealerships that represent European and American brands concerning to: continuous improvement management; warranties and stock management; services scheduling; offer bonuses to customers; and customers service that emphasizes focus on technical and commercial expertise.
Originality/value
This research considered indicators performance and, based on that, analyzed the dealerships’ practices that support the best performance. Such aspect has room for academic literature since the quality management research related to car industry focuses mainly on manufacturer and generates managerial insights to the car industry and its dealerships.
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Giancarlo Pereira, Nektarios Tzempelikos, Luiz Reni Trento, Carlos Renato Trento, Miriam Borchardt and Claudia Viviane Viegas
The purpose of this paper is to explore top managers’ role in key account management.
Abstract
Purpose
The purpose of this paper is to explore top managers’ role in key account management.
Design/methodology/approach
The possible actions that could be performed by a top manager were investigated in 12 case studies. These actions were grouped into key account managers and teams, culture, engagement and knowledge, organizational structure/conditions and customers and markets.
Findings
Top managers (TMs) informally evaluate teams and key account (KA) managers, stimulate a culture that favors the information’s prospection, persuade managers to reduce their resistance and improve organizational structure/conditions by inducing internal and external questioning. They also contact key customers’ top managers to check on the changes required or to persuade them to change requirements, accept a higher price or redirect an unattractive order to competitors. They approve revisions on the key customers list, discuss with the key account manager how to redirect an unattractive opportunity to competitors and try to improve gains even in attractive orders.
Research limitations/implications
Additional research beyond the provided exploratory study is needed to generalize the results. The findings contribute to improving the understanding of how TMs get involved in key account management, buyer–supplier relationship improvement and increasing company profitability. They also unveil top managers’ role in internal culture creation and team engagement.
Originality/value
When managing their KAs, TMs seem to be sceptical, curious and pragmatic with their subordinates, as well as with the customers or competitors.
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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…
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.
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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…
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.
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Bruna Omizzolo Lazzarotto, Miriam Borchardt, Giancarlo Pereira and Caroline Almeida
Outsourcing-based performance practices establish goals for supplier performance and compensation. The management of contracts based on performance is complex as is the alignment…
Abstract
Purpose
Outsourcing-based performance practices establish goals for supplier performance and compensation. The management of contracts based on performance is complex as is the alignment of long-term relationship and indicators. The purpose of this research is to analyse the practices that contracting companies utilise to manage outsourcing contracts with performance-based compensation.
Design/methodology/approach
Multiple case studies were conducted with five contracting companies. Nine performance-based outsourcing contracts were analysed.
Findings
The selection and evaluation processes have been neglected by the buyers associated with contracts that are over ten years old. The process of transferring activities relied on the knowledge of employees. Management practices based on indicators and the adoption of results-based compensation are commonplace in a number of contracts and are consistent with theory.
Originality/value
This paper identifies management practices that differ between what is expected from the theoretical framework and what is observed in the actual examined contracts. Opportunities for improvement have been identified mainly in the areas of supplier selection and activity transfer; the use of pilot tests and the reengineering of the outsourced processes are suggested.