Andreia Fernandes, Patrícia C.T. Gonçalves, Pedro Campos and Catarina Delgado
Based on the data obtained from a questionnaire of 595 people, the authors explore the relative importance of consumers, checking whether socioeconomic variables influence their…
Abstract
Purpose
Based on the data obtained from a questionnaire of 595 people, the authors explore the relative importance of consumers, checking whether socioeconomic variables influence their centrality, detecting the communities within the network to which they belong, identifying consumption patterns and checking whether there is any relationship between co-marketing and consumer choices.
Design/methodology/approach
A multilayer network is created from data collected through a consumer survey to identify customers’ choices in seven different markets. The authors focus the analysis on a smaller kinship and cohabitation network and apply the LART network community detection algorithm. To verify the association between consumers’ centrality and variables related to their respective socioeconomic profile, the authors develop an econometric model to measure their impact on consumer’s degree centrality.
Findings
Based on 595 responses analysing individual consumers, the authors find out which consumers invest and which variables influence consumers’ centrality. Using a smaller sample of 70 consumers for whom they know kinship and cohabitation relationships, the authors detect communities with the same consumption patterns and verify that this may be an adequate way to establish co-marketing strategies.
Originality/value
Network analysis has become a widely used technique in the extraction of knowledge on consumers. This paper’s main (and novel) contribution lies in providing a greater understanding on how multilayer networks represent hidden databases with potential knowledge to be considered in business decisions. Centrality and community detection are crucial measures in network science which enable customers with the highest potential value to be identified in a network. Customers are increasingly seen as multidimensional, considering their preferences in various markets.
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Enrique Manzur, Sergio Olavarrieta, Pedro Hidalgo‐Campos and Pablo Farías
The purpose of this paper is to examine two popular price promotion strategies – price matching guarantees (PMGs) and everyday low prices (EDLP) – and their effects on Chilean…
Abstract
Purpose
The purpose of this paper is to examine two popular price promotion strategies – price matching guarantees (PMGs) and everyday low prices (EDLP) – and their effects on Chilean consumer behavior in terms of consumer perceptions of low prices, search behavior and purchase intention.
Design/methodology/approach
A quasi experiment with three scenarios was conducted to test price promotion effects. Subjects were instructed to respond a questionnaire that included the dependent variables.
Findings
Results show that EDLP and PMG strategies increase perceptions of low prices and affect purchase intentions. These effects are significantly higher for stores offering EDLP than PMG. However, when consumers are exposed to two or more price promotion strategies (rather than one) they reduce their purchase intentions for a specific store and increase their search intentions.
Research limitations/implications
This is an initial study exploring the effects of price promotion strategies on consumers. Future research could test the hypotheses advanced in the study across different samples and contexts (supermarkets, department stores, convenience stores, and other retailers) and might privilege external validity, using experiments mimicking decisions with real consequences.
Practical implications
Retailers and marketers in Latin America – particularly those companies stressing price or value as their differential advantage – should consider the use of price promotions when designing marketing strategies. On the other hand, retailers should be aware that an intensive use of these of promotions could lead to increases in consumer search behavior.
Originality/value
While findings from the USA suggest that price promotion strategies can be effective in several contexts, there has been a limited number of studies addressing whether such strategies are effective in other countries, particularly in Latin America and emerging nations.
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Alejandra Segura, Christian Vidal‐Castro, Víctor Menéndez‐Domínguez, Pedro G. Campos and Manuel Prieto
This paper aims to show the results obtained from the data mining techniques application to learning objects (LO) metadata.
Abstract
Purpose
This paper aims to show the results obtained from the data mining techniques application to learning objects (LO) metadata.
Design/methodology/approach
A general review of the literature was carried out. The authors gathered and pre‐processed the data, and then analyzed the results of data mining techniques applied upon the LO metadata.
Findings
It is possible to extract new knowledge based on learning objects stored in repositories. For example it is possible to identify distinctive features and group learning objects according to them. Semantic relationships can also be found among the attributes that describe learning objects.
Research limitations/implications
In the first section, four test repositories are included for case study. In the second section, the analysis is focused on the most complete repository from the pedagogical point of view.
Originality/value
Many publications report results of analysis on repositories mainly focused on the number, evolution and growth of the learning objects. But, there is a shortage of research using data mining techniques oriented to extract new semantic knowledge based on learning objects metadata.
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Jose O. Diaz and Karen R. Diaz
“When James Boswell returned from a tour of Corsica in 1765 he wrote: ‘It is indeed amazing that an island so considerable, and in which such noble things have been doing, should…
Abstract
“When James Boswell returned from a tour of Corsica in 1765 he wrote: ‘It is indeed amazing that an island so considerable, and in which such noble things have been doing, should be so imperfectly known.’ The same might be said today of Puerto Rico.” Thus began Millard Hansen and Henry Wells in the foreword to their 1953 look at Puerto Rico's democratic development. Four decades later, the same could again be said about the island.
Gabriela Alvarado, Howard Thomas, Lynne Thomas and Alexander Wilson
Laís Rodrigues, Alessandra de Sá Mello da Costa and Marcus Wilcox Hemais
The purpose of this paper is to analyze how, in three different contexts, the National Council for Advertising Self-Regulation narratively uses its past to build an official…
Abstract
Purpose
The purpose of this paper is to analyze how, in three different contexts, the National Council for Advertising Self-Regulation narratively uses its past to build an official history concerning its origins that legitimates advertising self-control as a hegemonic narrative.
Design/methodology/approach
By using the historical research and the “uses of the past” approach, this study identifies, analyzes and confronts three organizational histories of Conar’s origins (both its official and unofficial versions) in the context of the creation of the Brazilian system of advertising self-regulation.
Findings
After a thematic analysis of the documentary sources, the narratives on the National Council for Advertising Self-Regulation’s origins and the self-control process were grouped into three versions: the narrative under the military regime: 1976/1980; the narrative during the process of re-democratization of the country: 1981/1991 and the contemporary narrative: from 2005 onwards. These narratives were confronted and, in consequence, provided, each of them, a different interpretation of the context surrounding the creation and justification for advertising self-control.
Originality/value
The study shows how a consumer defense organization re-historicized its past strategically to gain legitimacy in three different ways through time. It also reveals that organizations strategically use their past to build an intended vision of the future, thus having more agency than the hegemonic literature in management studies usually guarantees. Finally, it exposes the malleability of past narratives through which organizations play a critical role in the ongoing struggle for competing uses of the past. Therefore, the study identifies different organizational stories through time that allow researchers to reflect on several strategic uses of the past by organizations.
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The “change of sovereignty,” the transfer of Puerto Rico to U.S. rule after Spain’s loss in the Spanish-American War of 1898, could not easily erase centuries of Spanish misrule…
Abstract
The “change of sovereignty,” the transfer of Puerto Rico to U.S. rule after Spain’s loss in the Spanish-American War of 1898, could not easily erase centuries of Spanish misrule of its island colony. Nor could it reconstruct an economy based on monocultural agricultural crops. For centuries, ranching and subsistence farming had lured settlers from the coast. Highland towns, founded in the eighteenth century under royal auspices but increasingly isolated and removed from imperial control came to define the peasant, the jı́baro, who though generally slight in stature came to loom large as the cultural backbone of Puerto Rico. Run by ministers of the Spanish monarchy and corrupt and sometimes tyrannical military governors, the island during the 1800s ineptly staggered through sequential agricultural monocultures. Sugar crops tended by coastal workers of mixed African and European backgrounds (with slavery and peonage existing side by side) yielded prominence in mid-century to large-scale coffee plantations in the mountainous interior, attracting capital and labor from the coast as well as from the Spanish homeland. By the mid-1800s U.S. interests had begun to pull on this strategically located military outpost – first through trade and then by conquest and new guardianship.
Aline Vieira de Carvalho, Luana Cristina da Silva Campos, Cristina Fachini, João Paulo Soares Silva and João Pedro Otoni
This paper examines how the Camburi Quilombo community in Ubatuba, Brazil, can be empowered to develop cultural resilience and conserve its Afro-Brazilian heritage in the face of…
Abstract
Purpose
This paper examines how the Camburi Quilombo community in Ubatuba, Brazil, can be empowered to develop cultural resilience and conserve its Afro-Brazilian heritage in the face of challenges posed by climate change, urbanization and cultural erosion with the adverse consequences of tourism and inadequate infrastructure.
Design/methodology/approach
Emphasizing traditional knowledge, the project consisted of data collection, climate risk assessments and the development of an action plan in collaboration with academic institutions, governmental bodies and nongovernmental organizations (NGOs).
Findings
Aligned with sustainable development goals (SDGs), the project contributes to zero hunger, quality education, sustainable cities, climate action and life on land. Seed exchange fairs, decentralized seed banks and education initiatives foster environmental awareness and sustainable agriculture, impacting the community directly and over 1,000 individuals indirectly. While demonstrating short-term changes and mid-term viability, the project faced some challenges due to local communication complexities and overlapping jurisdiction.
Originality/value
Serving as a bridge between scientific research and local knowledge, the project aims to promote a paradigm shifts toward recognizing, respecting and incorporating indigenous practices, so that a more environmentally aware future can be envisioned for these communities amidst climate challenges. Reflecting on achievements, the project underscores integrating diverse cultural knowledge for community resilience.
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Damaris Serigatto Vicentin, Brena Bezerra Silva, Isabela Piccirillo, Fernanda Campos Bueno and Pedro Carlos Oprime
The purpose of this paper is to develop a monitoring multiple-stream processes control chart with a finite mixture of probability distributions in the manufacture industry.
Abstract
Purpose
The purpose of this paper is to develop a monitoring multiple-stream processes control chart with a finite mixture of probability distributions in the manufacture industry.
Design/methodology/approach
Data were collected during production of a wheat-based dough in a food industry and the control charts were developed with these steps: to collect the master sample from different production batches; to verify, by graphical methods, the quantity and the characterization of the number of mixing probability distributions in the production batch; to adjust the theoretical model of probability distribution of each subpopulation in the production batch; to make a statistical model considering the mixture distribution of probability and assuming that the statistical parameters are unknown; to determine control limits; and to compare the mixture chart with traditional control chart.
Findings
A graph was developed for monitoring a multi-stream process composed by some parameters considered in its calculation with similar efficiency to the traditional control chart.
Originality/value
The control chart can be an efficient tool for customers that receive product batches continuously from a supplier and need to monitor statistically the critical quality parameters.