Teresa Felgueira

The consumer behaviour is a complex field of investigation and an expensive type of research that requires a relative investment of resources and time. Besides, the consumer is increasingly informed and demanding. Changing of the market can influence the consumer behaviour, and vice-versa. So, the integrative process of training and forming people to study the human behaviour is a very complicated process. Teaching the theory is a relatively easy task but it is not enough. Students are able to understand the concept and the theory, and of course, to develop a unique reflection, but they have difficulty to apply the same content to a practical situation on the real context. To respond to this problem, the following general objective was defined: to apply the focus group’s technique with marketing master students. The principal objective was divided into two parts: i) the application of the focus group interview itself; and ii) the qualitative analysis of the data. A content analysis ...

EnglishThe marketing decision implies a deep and long review process that is preceded by formal planning. This process does not allow the speed and informality that is the resource of small companies and/or sectors, and its implementation is hampered by the scarcity of human and financial resources used. The development of informal applications that accelerate the decision-making process in marketing is therefore fundamental for these entrepreneurs. In this way, we present an expert decision support system in marketing (ESM), based on knowledge, that enables the diagnosis and development of marketing scenarios that enhance the identification of opportunities and market adjustments. In the sectors of activity where micro enterprises are the majority, such as in the olive sector, these applications are even more important for business performance. portuguesA decisao de marketing implica um processo decisorio de analise profunda e morosa que e precedido por um planeamento formal. Tal p...

The relationship between quality and the performance of organizations has drawn the attention of researchers. However, research results have not arrived at common conclusions. While for some researchers, (TQM) practices do not directly improve organizations’ performance; for others, those practices have a significant effect on the organization performance improvement. Similarly, it remains to explain the influence of quality in the organizational entrepreneurial orientation and the impact that entrepreneurial orientation may have in the organizations’ performance. The major objective of this exploratory study is to understand the relationship between the three variables: total quality management, entrepreneurial orientation and organization performance. Results will be based on exploratory interviews in two ISO 9000 certified organizations: one institution of higher education and a logistics company. Based on the analysis of these interviews we present a set of propositions about th...

In this study we intend to analyse the relationships between entrepreneurial orientation, market orientation and performance at the individual level. We propose the concept of individual entrepreneurial orientation (IEO) and a measurement scale, and we use the individual market orientation concept (IMO), measured with i-MARKOR. The main objective is to analyse the relationship between IEO, IMO and performance of teachers and researchers of the public higher education institutions (PHEI). A conceptual model is proposed representing the relationship between these variables. The results of this research can be highly useful in understanding the interaction between the analysed variables and their impact on the PHEI.

Purpose The need for dynamic and innovative skills and the importance of resources and individuals in pursuit of new opportunities prove to be extremely vital for the higher education institutions (HEI). The purpose of this paper is to develop a taxonomy of academics from HEI, based on their individual entrepreneurial orientation (EO). Design/methodology/approach The population in study was composed of teachers and researchers from worldwide HEI. The data collection was conducted through a questionnaire sent by an e-mail and the authors used the I-ENTRE-U scale to identify entrepreneurial-oriented teachers and researchers from HEI. A Latent Profile Analysis (LPA) was conducted to identify profiles of researchers with similar values in four EO dimensions. Findings The study allowed the authors to identify five profiles of researchers: downers, achievers, followers, defenders and rebels. Research limitations/implications The results can be an important starting point for other researc...