- Eduardo Eugenio Spers hold a post-doctorate in Wageningen University (WUR), Netherlands and a doctorate degree in bus... moreEduardo Eugenio Spers hold a post-doctorate in Wageningen University (WUR), Netherlands and a doctorate degree in business administration at the University of São Paulo (USP). Full Professor at University of São Paulo, campus Esalq. Coordinator of the MarkEsalq Marketing Project. Research interest are business management, business, consumer behavior, marketing and strategic management applied to Food-Agribusiness and Retail sectors.edit
This study uses eye-tracking metrics to quantify the visual attention given to differentiation attributes in specialty coffees. Two Discrete Choice-type experiments were developed using the packaging as a stimulus to analyze visual... more
This study uses eye-tracking metrics to quantify the visual attention given to differentiation attributes in specialty coffees. Two Discrete Choice-type experiments were developed using the packaging as a stimulus to analyze visual attention and the probability of choice for each attribute. Experiment 1 (466 observations) included the evaluation of the attributes price, brand, coffee variety, organic label and origin. Experiment 2 (279 observations) tested price, score, altitude and roast. Experiments 1 and 2 revealed that the use of the Time Fixation Duration (TFD) and Visit Count (VC) metrics were efficient in evaluating the effect of visual attention on the choice of each attribute present in the packaging. In experiment 2, the Time to First Fixation (TFF) and the willingness-to-pay (WTP) metrics were also significant, the latter of which had a value higher than the highest price indicated by the retailer. The packaging label could be considered a first potential activation regarding the novelty that these attributes represent, and the findings of this study can direct the efforts of the coffee industry to educate its customers about the main quality attributes related to the consumption of specialty coffees that are still poorly understood, but which may generate future profitability.
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Purpose-The study aims to analyze the influence of managerial support, autonomy and reward perception on the innovative behavior of university professors. Design/methodology/approach-Quantitative methodology based on partial least squares... more
Purpose-The study aims to analyze the influence of managerial support, autonomy and reward perception on the innovative behavior of university professors. Design/methodology/approach-Quantitative methodology based on partial least squares structural equation modeling. The sample obtained totaled 208 responses from professors at three public universities in the State of Sao Paulo, Brazil.
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Boursin is a versatile semisoft cheese that can be made with different types of milk. While widely distributed in the European and North American markets, Boursin is produced to a limited extent in Brazil despite its commercial potential.... more
Boursin is a versatile semisoft cheese that can be made with different types of milk. While widely distributed in the European and North American markets, Boursin is produced to a limited extent in Brazil despite its commercial potential. This scenario encourages consumer-oriented product development studies by facilitating data collection with less bias and fewer product preconceptions, thus favoring the investigation of technological aspects of commercial interest. This study evaluates Brazilians' perceptions regarding different versions of Boursin cheese, with the aim of gaining a better understanding of the factors related to choosing cheese. Four attributes related to cheese production were evaluated at three different levels using two discrete choice experiments: one with eye tracking (n = 20) and another without (n = 312). These attributes included "type of processing" (evaluating pasteurization, ohmic heating, and preparation with raw milk), "animal origin of milk" (cow, goat, or buffalo milk), "type of product" (traditional, light, and lactose-free versions), and "price" (10.99, 13.99, and 16.99 BRL). Information regarding processing with ohmic heating did not affect the probability of Boursin being chosen, suggesting that consumers are open to using this emerging technology in Boursin cheese. However, information on being made with goat, buffalo, and raw milk negatively impacted the probability of choice, along with the price of 16.99 BRL. The frequency of cheese consumption and the level of health concerns also affected the probability of choosing the product.
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Before launching a new beef brand concept based on high sustainability and environmental production principles, the Brazilian market was tested using a survey informed by Intentions' Framework scales. To identify the determinants of the... more
Before launching a new beef brand concept based on high sustainability and environmental production principles, the Brazilian market was tested using a survey informed by Intentions' Framework scales. To identify the determinants of the willingness to consume and pay for a new brand of beef based on Carbon-Neutral production principles, 1,000 valid responses were evaluated, using Exploratory Factor Analysis. A Hierarchical Cluster Analysis identified five classes of respondents. The classes showed general skepticism regarding exaggerated ethical and/or sustainability claims which led to rejection or indifference, particularly of those from lower income families with children. Despite this, there was an overall positive attitude toward good production practices and product innovation. The resulting typology throws a light onto consumers in markets such as Brazil or similar. The dataset could be also further explored by stakeholders in beef chain, particularly in new product development, positioning and targeting segments.
Secondhand clothes (SHC) emerge as an alternative for responsible consumption, towards sustainability, as a new opportunity for the fashion industry. This study aims to understand the perceptions and attitudes of Brazilian consumers... more
Secondhand clothes (SHC) emerge as an alternative for responsible consumption, towards sustainability, as a new opportunity for the fashion industry. This study aims to understand the perceptions and attitudes of Brazilian consumers regarding SHC on a comparative basis before and during the occurrence of the Covid-19 pandemic. The empirical investigation was divided into two stages. Firstly, a survey was conducted before Covid-19 (November 2019) with a sample of 513 Brazilian fashion consumers, where exploratory factorial and cluster analysis were performed. Using a structural equation model, five hypotheses were generated based on literature to test the influence of some factors in the intention to buy SHC: socio-environmental awareness, preconception with SHC, need for uniqueness, brand awareness and social prestige. Secondly, another survey was conducted during Covid-19 (August 2020) with a sample of 392 Brazilian fashion consumers. The comparative analysis demonstrated some differences in the intention to buy SHC regarding the pandemic. "Preconception with SHC" remained non-significant, "need for uniqueness" and "social prestige" remained positively correlated. "Socio-environmental awareness" has become positively correlated and "brand awareness" intensified negatively during the pandemic. New research can investigate the current transfiguration of consumer behavior in other countries considering the outbreak of coronavirus, as well as analyze the actions of institutions towards the fashion sector in view of conscious consumption, which is increasingly in vogue among the consumer population. This research contributes to the knowledge about SHC consumer behavior regarding the Covid-19 pandemic. The results assist in marketing strategies for the fashion industry, considering the growing demand for secondhand items during the pandemic, and contribute to a higher level of sustainability in the sector.
The search for food products from sustainable chains has increased in the past years, motivated by consumers’ interest in reducing the negative environmental, economic, and health impacts of their food choices. However, it is not yet... more
The search for food products from sustainable chains has increased in the past years, motivated by consumers’ interest in reducing the negative environmental, economic, and health impacts of their food choices. However, it is not yet clear whether transparency expectations of sustainable food chains influence in consumers’ perception of this food
products. The literature shows that there are gaps in the growth of sustainable product consumption is the transparency of production and the provision of more information to consumers. In this paper, we aimed to better understand what is the role of transparency expectations and how they influence consumers’ decision to consume sustainable food
products. Based on scales already validated in the literature, a theoretical model with nine hypotheses was proposed. A questionnaire was structured and empirically tested through a survey with 136 consumers of food from alternative networks. Six hypotheses were validated. Three segments of consumers target were identified from an exploratory factor analysis and cluster. Based on the results some marketing actions were suggested for the participants of alternative food networks. Other studies may validate the model proposed here.
products. The literature shows that there are gaps in the growth of sustainable product consumption is the transparency of production and the provision of more information to consumers. In this paper, we aimed to better understand what is the role of transparency expectations and how they influence consumers’ decision to consume sustainable food
products. Based on scales already validated in the literature, a theoretical model with nine hypotheses was proposed. A questionnaire was structured and empirically tested through a survey with 136 consumers of food from alternative networks. Six hypotheses were validated. Three segments of consumers target were identified from an exploratory factor analysis and cluster. Based on the results some marketing actions were suggested for the participants of alternative food networks. Other studies may validate the model proposed here.
Purpose-This study investigates the mediating role of service recovery between brand love (BL), brand trust (BT) and purchase intention in the context of food-delivery apps. Design/methodology/approach-This study follows a quantitative... more
Purpose-This study investigates the mediating role of service recovery between brand love (BL), brand trust (BT) and purchase intention in the context of food-delivery apps. Design/methodology/approach-This study follows a quantitative approach. The authors conducted an online survey and collected 275 responses from users of food-delivery apps in South America and Asia. The authors analyzed the conceptual model proposed using structural equation modeling (SEM) in Smart PLS 3.0. Findings-The results showed a direct and significant relationship between brand love, BT and purchase intention. Additionally, the authors identified the mediating role of service recovery between brand love, BT and purchase intention. Research limitations/implications-First, this study focused on the service recovery construct in general. Future research can address different types of service recovery, for example, core, interpersonal and procedure failures (Kim and Jang, 2016). Second, the authors restricted the study to the relationship between brand love, BT and purchase intention. Future studies can include other constructs, such as e-word of mouth, loyalty and information risk, as intervening variables. A larger sample can also be considered to support the generalization of the findings. Practical implications-This study recommends that companies enchant customers with immediate actions after a service failure has occurred. In doing so, companies must monitor those customers who have experienced a service failure, measuring the level of trust in the branded app and checking the frequency of purchases after a service recovery. Interacting with customers through messages is also an important action to manage their purchase intention following the problem's solution. Furthermore, companies must segment customers who have experienced a failure and direct them to specific benefits to reinforce their trust in the app. Then, after correcting the problem, they should pay them special attention by offering benefits, like discounts, coupons and free delivery, as a strategy to promote future purchases. Originality/value-This is the first paper to investigate the impact of service recovery on brand love, BT and purchase intention in the context of food-delivery services. The authors extend the knowledge about consumers' responses in the case of a failure caused by consumers' loved brands and show how service recovery actions can establish BT and influence future purchases.
Este estudo propõe uma revisão sistemática de literatura buscando: Quais são os fatores que influenciam a adoção de uma fintech? Dos trabalhos selecionados, 70% foram publicados em revistas de alto fator de impacto. O método mais... more
Este estudo propõe uma revisão sistemática de literatura buscando: Quais são os fatores que influenciam a adoção de uma fintech? Dos trabalhos selecionados, 70% foram publicados em revistas de alto fator de impacto. O método mais utilizado para a análise dos dados foi a modelagem de equações estruturais, técnica usada para avaliar no desenvolvimento de construções teóricas a partir de construtos latentes (Neves, 2018). Dos fatores de adoção encontrados os construtos de design do produto, influência social, privacidade, confiança, utilidade percebida, facilidade percebida e atitude como os construtos principais que influenciam a intenção de uso e adoção dos serviços de fintech. Ao fim é proposto um modelo de mensuração de adoção de serviços de fintechs que conta com esses construtos.
The aim of this article is to understand how rural producers in Brazil generate their investment expectations in terms of their costs, productivity, and other macroeconomic variables related to agricultural production. This study... more
The aim of this article is to understand how rural producers in Brazil generate their investment expectations in terms of their costs, productivity, and other macroeconomic variables related to agricultural production. This study contributes to the formulation of more efficient public policies that take into account not only market information, but also the expectations of farmers. Based on data from a survey that calculates the rural producer confidence index in Brazil, non-parametric tests were performed to assess the equality of responses attributed by them in different periods, configured as crop development and harvest start, during 2014 and 2017. The results indicate that the farmer’s behavior is sensitive to changes in the market and his business. Productivity is seen as a long-term expectation. The cost of production and the sale price have generated short and medium-term expectations.
Mudancas ocorridas no ambiente institucional e competitivo nos anos 1990 trouxeram uma nova dinâmica para o agronegocio cafe no Brasil. Entre os motivos do sucesso das estrategias de crescimento do negocio de cafe no mercado interno... more
Mudancas ocorridas no ambiente institucional e competitivo nos anos 1990 trouxeram uma nova dinâmica para o agronegocio cafe no Brasil. Entre os motivos do sucesso das estrategias de crescimento do negocio de cafe no mercado interno pode-se apontar o investimento na melhora da qualidade do produto. O segmento que mais cresce e o de cafes diferenciados, seja pela qualidade da bebida, seja pelo processo de producao. Embora se observe o crescimento dos investimentos no segmento de especiais, uma serie de fatores ainda inibe o aumento de seu consumo, como a presenca de alguns atributos de dificil observacao pelos consumidores, cujas preferencias desempenham papel importante nesse processo. No estudo, busca-se caracterizar o consumidor de cafe, identificando os principais atributos que levam ao consumo desse produto. A estrutura de preferencias e o comportamento do consumidor foram avaliados por meio de clusters e conjoint analysis. Foram entrevistados consumidores em supermercados de Sa...
This study approaches some possibilities of social activities management to improve the incorporation of values of Corporative Social Responsibility (CSR). It proposes a comparative analysis of management structures of these actions in... more
This study approaches some possibilities of social activities management to improve the incorporation of values of Corporative Social Responsibility (CSR). It proposes a comparative analysis of management structures of these actions in two sugar-cane mills aiming to understand if different purposes conduct to a conception toward CSR. Two sugar-cane mills in the Sao Paulo State are taken as object of study. Company “A” has a foundation that manages social programs. Company “B” develops these projects through a structure linked to the sugar-cane mill itself. For this purpose, secondary data and in-depth interviews were carried out with social assistants from these companies. The results showed that the development of the social projects is marked by the initiative of the owners of these companies. Founded by families, they are characterized by presenting models of CSR management relatively similar, but they also keep their distinct aspects. Both companies are at the stage that social ...
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This paper argues the marketing planning, while process, for a new boarding, applied to the sector of cultural services. It is a exploratory study that takes the Music School of Piracicaba "Ernst Mahle" EMPEM -, with its... more
This paper argues the marketing planning, while process, for a new boarding, applied to the sector of cultural services. It is a exploratory study that takes the Music School of Piracicaba "Ernst Mahle" EMPEM -, with its characteristics and the environment where it acts, as case study. It presents as results the application of the marketing planning instruments (SWOT analysis, research, for example), to the institution in study, as well as it defines objectives, strategies and action programs to an organization that uses the cultural marketing.
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Este artigo procurou determinar se os produtores rurais sao diferenciados por estilos de vida. Como a segmentacao por estilos de vida contribui para o desenvolvimento de uma estrategia de marketing no agronegocio focando a industria e o... more
Este artigo procurou determinar se os produtores rurais sao diferenciados por estilos de vida. Como a segmentacao por estilos de vida contribui para o desenvolvimento de uma estrategia de marketing no agronegocio focando a industria e o mercado de fertilizantes. Os 263 produtores entrevistados nesta pesquisa foram agrupados em cinco clusters distintos. Ficou demonstrado na analise de dados que existem fortes indicios para diferenciar produtores rurais por estilos de vida conforme suas atividades baseadas em: valores profissionais e pessoais, personalidade, preocupacoes, objetivos de vida, objetivos do negocio, satisfacao e opinioes.
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Este trabalho se propoe a estudar a ferramenta planejamento estrategico (PE) na sua transicao entre um processo informal para um processo formal de sua estruturacao em empresas do segmento de servicos, especificamente em uma instituicao... more
Este trabalho se propoe a estudar a ferramenta planejamento estrategico (PE) na sua transicao entre um processo informal para um processo formal de sua estruturacao em empresas do segmento de servicos, especificamente em uma instituicao de ensino superior. A existencia do PE formal nas organizacoes vem sendo abordada na literatura como fonte de diversos beneficios. Porem, caracteristicas organizacionais como o tamanho da instituicao ou as especificidades do setor em que atuam podem desestimular ou dificultar a sua implementacao. Este artigo explora a genese da ferramenta PE em uma organizacao de ensino tendo como base o conceito de episodio. O estudo investiga as razoes que contribuem para a necessidade de implantacao de um PE formal em funcao da ocorrencia de episodios de origem interna e externa. Uma analise dos episodios ocorridos no ambiente competitivo e legal externo foram analisadas com base em dados secundarios. As informacoes sobre os episodios de origem interna foram colet...
Em resposta as necessidades impostas pela globalizacao e para se adaptarem a um ambiente cada vez mais competitivo, as empresas estao buscando novas formas de aprimoramento de seus processos e produtos. Nesse contexto, o Seis Sigma... more
Em resposta as necessidades impostas pela globalizacao e para se adaptarem a um ambiente cada vez mais competitivo, as empresas estao buscando novas formas de aprimoramento de seus processos e produtos. Nesse contexto, o Seis Sigma representa uma iniciativa que visa a melhorar os processos e produtos existentes ou, ainda, criar novos processos e produtos robustos buscando a satisfacao de clientes e acionistas. Essa metodologia, para ter sucesso, requer uma mudanca cultural na organizacao. O presente artigo retrata o estudo de caso de uma multinacional do setor industrial no processo de implementacao dessa estrategia e o respectivo impacto em sua cultura organizacional. Pode-se declarar o tema inovador e o trabalho como incentivo a novas pesquisas.
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Purpose This study aims to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes. Design/methodology/approach The study is divided into... more
Purpose This study aims to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes. Design/methodology/approach The study is divided into two steps. The first, qualitative, consisted of investigating the values consumers have regarding beef production. To this end, 52 interviews with Brazilian and US consumers were conducted using laddering. In the second, quantitative, six experiments, (face to face and online) with 267 consumers of beef were performed. Findings As a result, the main value found for the Brazilians was security, while for the Americans was self-direction. For consumers, the WTP for animal welfare was the most important in the choice experiments where this information was present. Originality/value These findings offer an alternate beef differentiation, enabling it to be sold with higher added value by integrating these.
Beliefs, social rules, and food taboos influence the emotions we feel about food, determining our attitudes and consumption behaviors. The more a product represents values considered important to individuals, the greater the chance of... more
Beliefs, social rules, and food taboos influence the emotions we feel about food, determining our attitudes and consumption behaviors. The more a product represents values considered important to individuals, the greater the chance of being chosen for consumption. This article aimed to investigate levels of zoophagy and sarcophagy to propose an index to understand consumers' attitudes towards beef. Three hundred and eighty-five people answered a structured questionnaire that allowed them to assess personality traits and attitudes that can explain beef consumption, as well as its rejection. Factor analysis was the analytical model chosen to construct the attitude determination index. For the construction of the General Degradation Index (GDI), an attitude determination index associated with the degree of zoophagy was built first. The results indicate that extroversion, individualism, festivity, and immediacy were the traits that best characterized positive attitudes towards beef. On the other hand, negative attitudes of introspection, reflection, emotional character, and concern for the future marked the responses of those who answered.
No material published in Journal of Insects as Food and Feed may be reproduced without first obtaining written permission from the publisher. The author may send or transmit individual copies of this PDF of the article, to colleagues upon... more
No material published in Journal of Insects as Food and Feed may be reproduced without first obtaining written permission from the publisher. The author may send or transmit individual copies of this PDF of the article, to colleagues upon their specific request provided no fee is charged, and furtherprovided that there is no systematic distribution of the manuscript, e.g. posting on a listserve, website or automated delivery. However posting the article on a secure network, not accessible to the public, is permitted. For other purposes, e.g. publication on his/her own website, the author must use an author-created version of his/her article, provided acknowledgement is given to the original source of publication and a link is inserted to the published article on the Journal of Insects as Food and Feed website by referring to the DOI of the article.
Although several studies point to the emerging importance of technology in consumer habits, limited studies have quantitatively shown how these variables influence consumer intention. Given this gap, this study offers an analytical model... more
Although several studies point to the emerging importance of technology in consumer habits, limited studies have quantitatively shown how these variables influence consumer intention. Given this gap, this study offers an analytical model based on technology readiness, collaborative consumption intention and green consumption values, using age groups as a moderating variable. Through covariance-based structural equation modeling (CB-SEM) and a sample of 374 respondents (238 younger and 136 older subjects), it was observed that technology readiness positively influences collaborative consumption intention, with green consumption values as a precursor. This relationship is stronger for older people, who generally have a lower perception of the control of technology than younger people. Public strategies and policies to encourage collaborative consumption must, therefore, take into account consumer values and age. Future studies could validate the results presented in this study, and include other demographic and behavioral dimensions.
This is a PDF file of an article that has undergone enhancements after acceptance, such as the addition of a cover page and metadata, and formatting for readability, but it is not yet the definitive version of record. This version will... more
This is a PDF file of an article that has undergone enhancements after acceptance, such as the addition of a cover page and metadata, and formatting for readability, but it is not yet the definitive version of record. This version will undergo additional copyediting, typesetting and review before it is published in its final form, but we are providing this version to give early visibility of the article. Please note that, during the production process, errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.
Objetivo: Este artigo tem como objetivo investigar as influências da seleção de parceiros e do desenvolvimento de relacionamentos na escolha do modo de governança em franchising internacional. Metodologia/abordagem: Aplicando uma... more
Objetivo: Este artigo tem como objetivo investigar as influências da seleção de parceiros e do desenvolvimento de relacionamentos na escolha do modo de governança em franchising internacional. Metodologia/abordagem: Aplicando uma metodologia qualitativa com método estudo de caso múltiplo, baseado em dez entrevistas em profundidade com gestores das empresas e especialistas, foram elaborados três estudos de caso, nos quais comparam-se as estratégias de internacionalização adotadas por redes de franquias.
The efforts for entomophagy and the consumption of food products containing insect protein to become mainstream need to overcome a number of consumer barriers in western countries. A low willingness to purchase a novel food product... more
The efforts for entomophagy and the consumption of food products containing insect protein to become mainstream need to overcome a number of consumer barriers in western countries. A low willingness to purchase a novel food product containing alternative protein sources, particularly insects, requires a clear understanding of a product's attributes to improve its acceptance. A sensory analysis of a cookie made with mealworm (Tenebrio molitor) flour was carried out. A mixed methods approach was used to collect and analyse data from a group of 25 panellists who participated in a taste testing session at the sensory laboratory in Brazil. Gender did not appear to determine the product's preference regarding the sensory descriptors colour, smell, texture and taste. Yet, taste attracted the most positive attitude towards the cookie and also generated the most customer willingness to try. This was followed by texture (crunchiness). Familiarity with existing products on the market seemed also to be relevant for potential consumers. The participants generally demonstrated a willingness to eat a novel food such as an insect-based cookie when it reaches the market.
This study has its bases on the concept of store equity developed by Hartman and Spiro (2005) and in the empirical model of Teixeira, Oliveira and Pires (2006), which identifies four dimensions: loyalty, memory, quality and image. The... more
This study has its bases on the concept of store equity developed by Hartman and Spiro (2005) and in the empirical model of Teixeira, Oliveira and Pires (2006), which identifies four dimensions: loyalty, memory, quality and image. The objective was to apply and test the dimensions of the model in four distinct retail brands of the building and construction segment of São Paulo, compare their store equity and segment the consumers. In each store (160 total), forty interviews were conducted. By exploratory factor analysis, it was possible to observe five dimensions related to the store equity construct: loyalty, store image, customer satisfaction, and customer care and service conformity. Through cluster analysis, respondents were classified into three different groups of consumers according to the five dimensions identified and received the categories of Unprepared, Demanding and Accustomed. Theoretical and managerial implications reinforce the possibility of applying the store equity as a customer segmentation variable in the construction retail segment.
This is a PDF file of an article that has undergone enhancements after acceptance, such as the addition of a cover page and metadata, and formatting for readability, but it is not yet the definitive version of record. This version will... more
This is a PDF file of an article that has undergone enhancements after acceptance, such as the addition of a cover page and metadata, and formatting for readability, but it is not yet the definitive version of record. This version will undergo additional copyediting, typesetting and review before it is published in its final form, but we are providing this version to give early visibility of the article. Please note that, during the production process, errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.
Entre os resultados apresentados, destaca-se a curva crescente de engajamento/empatia durante todo o período de apresentação que se mantém crescente enquanto dura a oferta. Palavras-chave Emoções. Atenção visual.
Purpose-This paper aims to investigate the influence of corporate global mindset and international experience on the internationalization process of Brazilian franchisors. The purpose is to study the role played by the global mindset in... more
Purpose-This paper aims to investigate the influence of corporate global mindset and international experience on the internationalization process of Brazilian franchisors. The purpose is to study the role played by the global mindset in the internationalization process of franchisors from an emerging country by answering the following question: Which is the impact of global mindset on the level of internationalization? Design/methodology/approach-A survey of 104 companies was conducted with franchise managers to compare Brazilian (domestic-only and internationalized) franchisors and foreign franchisors who operate in Brazil. The data collected were analyzed through descriptive statistics, ANOVA and regression analysis. Findings-Results showed that the firm's experience in international markets (measured by the number of years operating in foreign countries) has a positive relation to corporate global mindset. Developing a stronger corporate global mindset should help Brazilian franchises to grow internationally. The findings indicate that Brazilian franchisors fall behind their foreign counterparts in terms of international experience, which affects the skills, knowledge, disposition and organizational structure needed to be successful outside their home market. Practical implications-Franchisors who decide to internationalize should carefully consider the need for developing a global mindset, especially in terms of investing in communication technologies, adequate human resources and an organizational structure to support international operations. Originality/value-This research contributes to the international franchising literature by exploring the role of global mindset in the context of franchises from an emerging market. Using a multidimensional
Purpose-This study aims to identify the marginal impact of introducing a signal attribute of pastureraised beef on consumer willingness to pay (WTP) for other independent attributes. Design/methodology/approach-The study is divided into... more
Purpose-This study aims to identify the marginal impact of introducing a signal attribute of pastureraised beef on consumer willingness to pay (WTP) for other independent attributes. Design/methodology/approach-The study is divided into two steps. The first, qualitative, consisted of investigating the values consumers have regarding beef production. To this end, 52 interviews with Brazilian and US consumers were conducted using laddering. In the second, quantitative, six experiments, (face to face and online) with 267 consumers of beef were performed. Findings-As a result, the main value found for the Brazilians was security, while for the Americans was self-direction. For consumers, the WTP for animal welfare was the most important in the choice experiments where this information was present. Originality/value-These findings offer an alternate beef differentiation, enabling it to be sold with higher added value by integrating these.
This article aims to characterize cattle farmers' decision-making towards herbicide for grazing in Brazil. The study is based on three fundaments: attributes through the utility function that have an economic approach with emphasis on the... more
This article aims to characterize cattle farmers' decision-making towards herbicide for grazing in Brazil. The study is based on three fundaments: attributes through the utility function that have an economic approach with emphasis on the country-of-origin attribute; heuristics and biases that have a psychological approach; and values that are predominant in cattle farmers, also with a psychological approach (HOMER; KAHLE, 1988; GUTMAN, 1982). The research adopted a mixed method applying qualitative and quantitative approaches for collecting and analyzing data. In the qualitative phase, three data collection techniques were applied: Products Image Configuration (PICT), Laddering and Conjoint Analysis. The subsequent quantitative stage consisted on online survey with 75 cattle farmers. The results evidenced a cattle farmers' decision-making model regarding herbicide for grazing in Brazil including: values; heuristics and biases prevalent; attributes that make up the image of the herbicide; set of preferred attributes and their corresponding levels; resulting factors of decision-making; and segments of cattle farmers.
This study discusses the perceptions of the routinisation effects on the post-implementation and post-adoption of the enterprise resource planning (ERP) in farms. A theoretical model and nine hypotheses were proposed using factors... more
This study discusses the perceptions of the routinisation effects on the post-implementation and post-adoption of the enterprise resource planning (ERP) in farms. A theoretical model and nine hypotheses were proposed using factors according to the literature of resource-based view (RBV) approach and on the ERP impact on farm performance perceptions. This study contributes to the literature by testing empirically the moderation effect of routinisation on the RBV. A qualitative interview was applied to larger farmers where ERP was already in use and for the quantitative approach a sample of 448 answers was collected composed of 74% grain farmers, 14% cattle raising and milk producers, and 13% sugar cane and fruits farmers. The results reveal that the model explains 63% of the variation in the impact on farm performance. Our results show that routinisation moderates only the relationship between the impact on internal operations with impact on farm performance. The conclusions confirm the necessity to expand the RBV approach to the farmer perceptions, exploring other factors like the benefits and the impact of natural resources in the routinisation process. Finally, we propose a discussion of the development of Agriculture 4.0 in a resource-based view for the development of competitive advantage in the context of farms.
Previous studies on food consumption explore limited dimensions of the sustainable food production process. A model of consumer concern over the agricultural production process was developed to assess the influence of environmental... more
Previous studies on food consumption explore limited dimensions of the sustainable food production process. A model of consumer concern over the agricultural production process was developed to assess the influence of environmental attitudes, product involvement, and brand equity on the intent to buy sustainable beef. Interviews with experts, two focus groups, and a literature review were used to propose a scale for production process concerns. A survey of 725 beef consumers was conducted to test eight hypotheses. Results suggest that product involvement and concerns over the production process are related to attitude towards the environment and intent to buy sustainable beef. Moreover, as a result, the consumer bears a positive attitude towards sustainable consumption and is more likely to buy a sustainable product. Meanwhile, the rejected hypothesis refers to the relationship between brand equity and purchase intention. This new conceptual model may be validated with other food commodities.
Purpose-This paper aims to investigate the influence of a corporate global mindset and international experience on the internationalization process of Brazilian franchisors. The purpose is to study the role played by global mindset in the... more
Purpose-This paper aims to investigate the influence of a corporate global mindset and international experience on the internationalization process of Brazilian franchisors. The purpose is to study the role played by global mindset in the internationalization process of franchisors from an emerging country by answering the question: What is the impact of a global mindset on the level of internationalization? Design/methodology/approach-A survey of 104 companies was conducted with franchise managers to compare Brazilian (domestic-only and internationalized) franchisors to foreign franchisors with operations in Brazil. The collected data were analyzed through descriptive statistics, ANOVA and regression analysis. Findings-Results showed that the firm's experience in international markets (measured as the number of years in foreign countries) has a positive relation to corporate global mindset. Developing a corporate global mindset should help Brazilian franchises to grow internationally. The findings indicate that Brazilian franchisors fall behind their foreign counterparts in international experience, which affect the skills, knowledge, disposition and organizational structure needed to be successful outside their home market. Practical implications-Franchisors who decide to internationalize should carefully consider the need for developing a global mindset, especially in terms of investing in communication technologies, adequate human resources and an organizational structure to support international operations. Originality/value-This research contributes to the international franchising literature by exploring the role of a global mindset in the context of franchises from an emerging market. Using a multidimensional concept of corporate global mindset, comprised of global orientation, global
The efforts for entomophagy and the consumption of food products containing insect protein to become mainstream need to overcome a number of consumer barriers in western countries. A low willingness to purchase a novel food product... more
The efforts for entomophagy and the consumption of food products containing insect protein to become mainstream need to overcome a number of consumer barriers in western countries. A low willingness to purchase a novel food product containing alternative protein sources, particularly insects, requires a clear understanding of a product's attributes to improve its acceptance. A sensory analysis of a cookie made with mealworm (Tenebrio molitor) flour was carried out. A mixed methods approach was used to collect and analyse data from a group of 25 panellists who participated in a taste testing session at the sensory laboratory in Brazil. Gender did not appear to determine the product's preference regarding the sensory descriptors colour, smell, texture and taste. Yet, taste attracted the most positive attitude towards the cookie and also generated the most customer willingness to try. This was followed by texture (crunchiness). Familiarity with existing products on the market seemed also to be relevant for potential consumers. The participants generally demonstrated a willingness to eat a novel food such as an insect-based cookie when it reaches the market.
Foi tomada uma decisão sobre o artigo submetido à revista Revista Gestão e Desenvolvimento, "As vertentes do consumo sustentável: um estudo comparativo entre consumidores com formação ambiental e consumidores comuns". A decisão é:... more
Foi tomada uma decisão sobre o artigo submetido à revista Revista Gestão e Desenvolvimento, "As vertentes do consumo sustentável: um estudo comparativo entre consumidores com formação ambiental e consumidores comuns". A decisão é: ACEITAR. Entretanto, solicitamos a atenção para as seguintes diretrizes:
Brand equity in agribusiness: Brazilian consumer perceptions of pork products Brand equity en la agroindustria: Percepciones del consumidor brasileño de carnes porcinas RESUMO Até mesmo setores que geralmente oferecem produtos com um alto... more
Brand equity in agribusiness: Brazilian consumer perceptions of pork products Brand equity en la agroindustria: Percepciones del consumidor brasileño de carnes porcinas RESUMO Até mesmo setores que geralmente oferecem produtos com um alto grau de semelhança, como é o caso no agronegócio, podem desenvolver estratégias de branding, que são potencialmente capazes de promover um maior valor percebido por parte dos consumidores. Este artigo discute como a origem dos produtos, as percepções e atitudes dos consumidores brasileiros de alta renda sobre os processos de produção de alimentos e o valor de marca atribuídos pelos consumidores aos processos de certificação afetam a formação de brand equity em commodities agrícolas. PALAVRAS-CHAVE | Comportamento do consumidor, marca, estratégia de Marketing, commodities agropecuárias, carne suína.
This study proposes a new model for understanding the behavior of consumers of organic products, using the theory of self-esteem and the congruence among images containing organic and transgenic attributes. The study employed image... more
This study proposes a new model for understanding the behavior of consumers of organic products, using the theory of self-esteem and the congruence among images containing organic and transgenic attributes. The study employed image visualization metrics based on experiments using the eye tracking instrument. The methodological part was divided into two stages. The first was based on a Discrete Choice model, obtaining the following probabilities of the consumer choosing the product: +2.52%, −8.5%, +4.3%, −2.43%, and −5.2% for an increase in self-esteem, for the male gender, for the presence of an organic seal, for the presence of a transgenic seal, and for the presence of a seal that represents a large property, respectively. The second stage was based on hypothesis tests, as a complementary methodology to the first stage. In this context, the time metrics "total fixation of look" on the product and time of "first fixation" on the product for the organic vs. transgenic seals did not differ for individuals classified as having low self-esteem and in individuals of the male gender. As for women and for individuals with high self-esteem, these metrics were lower in the visualizations of an organic seal compared to the transgenic ones. We conclude that visual attention is influenced by the self-esteem and the congruency of the image in food decision. It is suggested that other studies should delve more deeply into applying the model to other behaviors and products.
RESUMO Os Sistemas de Informação (SI) coletam, processam e armazenam dados e os disponibilizam na forma de informação. Esses atributos dos sistemas de informação podem ser utilizados para facilitar o processo de decisão na gestão de... more
RESUMO Os Sistemas de Informação (SI) coletam, processam e armazenam dados e os disponibilizam na forma de informação. Esses atributos dos sistemas de informação podem ser utilizados para facilitar o processo de decisão na gestão de propriedades rurais. No ambiente rural, o uso de dispositivos móveis no campo permite a utilização de aplicativos para tomada de decisão e facilitam o acesso à informação pelo baixo custo e mobilidade. O objetivo deste trabalho foi identificar e caracterizar os aplicativos móveis relacionados ao agronegócio e atribuí-los em categorias de gestão. Para isso foi utilizada uma amostra de 168 aplicativos disponíveis na loja virtual Google Play. Foi observado que a maior parte dos apps foi desenvolvida por instituições brasileiras, possuem centenas de milhares de usuários, abrangem os mais variados temas do agronegócio e é gratuita, favorecendo os requisitos apontados pela comunidade rural. Foi possível atribuir categorias de gestão aos aplicativos e foi observado que há grande variação entre as categorias de gestão, com destaque para aplicativos informativos.
Purpose-Information on scales for measuring dimensions related to consumer concerns over production processes is scarce in the literature. The purpose of this study was to develop a more comprehensive scale for measuring concern over the... more
Purpose-Information on scales for measuring dimensions related to consumer concerns over production processes is scarce in the literature. The purpose of this study was to develop a more comprehensive scale for measuring concern over the production process (CPP). Design/methodology/approach-The authors derive the concept based on the results of a bibliographic review, existing certification criteria, an interview with five experts and two consumer focus groups. The authors interviewed 725 frequent beef meat consumers to test the scale. Findings-Statistical tests and purification yielded a final scale with 18 items and six latent variables: animal welfare, traceability, social responsibility, environmental responsibility, legality and sanitation in slaughterhouses. The authors confirmed the nomological validity of the instrument using product involvement as an antecedent construct and attitude related to sustainable consumption as a consequent of CPP. Research limitations/implications-The research results may lack generalisability. New research avenues are suggested for testing the scale in other cultural contexts and with different groups of consumers and food types. Practical implications-This study provides insights for cattle ranchers, the industry and the retail sector in formulating communication strategies and product/brand positioning in response to consumer concerns about the production process. Originality/value-There is no study at present that fully addresses the use of a scale to measure dimensions of production processes. The creation of the CPP scale is a relevant academic contribution that aids in assessing the influence of the environmental dimension in conjunction with other essential constructs.
Greenwashing: Uma análise das propagandas sobre a ótica do discurso da percepção dos consumidores Greenwashing: A discourse analysis over consumer perceptions
Resumo: O trabalho se insere nos estudos sobre “Fórmulas da Emoção da Fotografia de Guerra”, que buscam identificar elementos causadores de impacto emocional nas imagens de conflito contemporâneas. No presente estudo, usamos de forma... more
Resumo: O trabalho se insere nos estudos sobre “Fórmulas da Emoção da Fotografia de Guerra”, que buscam identificar elementos causadores de impacto emocional nas imagens de conflito contemporâneas. No presente estudo, usamos de forma complementar três experimentos pragmáticos para explorar as reações dos observadores às imagens de conflito: ferramenta de reconhecimento de emoções por expressão facial; questionários de pesquisa quantitativa; e mecanismo de identificação do movimento ocular (Eye Tracking). Entre os resultados apresentados, destaca-se a curva crescente de engajamento durante todo o período de apresentação da sequência de imagens, sugerindo a possibilidade de que as imagens criem alguma forma de necessidade. O resultado do estudo com Eye Tracking mostrou que o rosto das pessoas retratadas é sempre o foco primordial de atenção.
Palavras-chave: fotografia de conflito; reconhecimento facial; emoções; Aby Warburg; vício; Eye Tracking.
ABSTRACT – War Photography: An Analysis of their emotions and impact on visual attention -- This article is part of the studies on “Formulas for the Emotion of War Photography”, which seek to identify elements that cause emotional impact in contemporary images of conflict. In the present study, we used in a complementary way three pragmatic experiments to explore the reactions of the observers to the images of conflict: tool for recognizing emotions by facial expression; quantitative research questionnaires; and eye movement identification mechanism (Eye Tracking). Among the results presented, the increasing engagement curve stands out during the entire presentation period of the image sequence, suggesting the possibility that the images create some form of addition. The result of the study with Eye Tracking showed that the faces of the people portrayed are always the primary focus of attention.
Keywords: war photography; facial recognition; emotions; Aby Warburg; addiction; Eye Tracking.
Palavras-chave: fotografia de conflito; reconhecimento facial; emoções; Aby Warburg; vício; Eye Tracking.
ABSTRACT – War Photography: An Analysis of their emotions and impact on visual attention -- This article is part of the studies on “Formulas for the Emotion of War Photography”, which seek to identify elements that cause emotional impact in contemporary images of conflict. In the present study, we used in a complementary way three pragmatic experiments to explore the reactions of the observers to the images of conflict: tool for recognizing emotions by facial expression; quantitative research questionnaires; and eye movement identification mechanism (Eye Tracking). Among the results presented, the increasing engagement curve stands out during the entire presentation period of the image sequence, suggesting the possibility that the images create some form of addition. The result of the study with Eye Tracking showed that the faces of the people portrayed are always the primary focus of attention.
Keywords: war photography; facial recognition; emotions; Aby Warburg; addiction; Eye Tracking.
Research Interests:
Resumo: O trabalho se insere nos estudos sobre “Fórmulas da Emoção da Fotografia de Guerra”, que buscam identificar elementos causadores de impacto emocional nas imagens de conflito contemporâneas. No presente estudo, usamos de forma... more
Resumo: O trabalho se insere nos estudos sobre “Fórmulas da Emoção da Fotografia de Guerra”, que buscam identificar elementos causadores de impacto emocional nas imagens de conflito contemporâneas. No presente estudo, usamos de forma complementar três experimentos pragmáticos para explorar as reações dos observadores às imagens de conflito: ferramenta de reconhecimento de emoções por expressão facial; questionários de pesquisa quantitativa; e mecanismo de identificação do movimento ocular (Eye Tracking). Entre os resultados apresentados, destaca-se a curva crescente de engajamento durante todo o período de apresentação da sequência de imagens, sugerindo a possibilidade de que as imagens criem alguma forma de necessidade. O resultado do estudo com Eye Tracking mostrou que o rosto das pessoas retratadas é sempre o foco primordial de atenção.
Palavras-chave: fotografia de conflito; reconhecimento facial; emoções; Aby Warburg; vício; Eye Tracking.
ABSTRACT – War Photography: An Analysis of their emotions and impact on visual attention -- This research is part of the studies on “Formulas for the Emotion of War Photography”, which seek to identify elements that cause emotional impact in contemporary images of conflict. In the present study, we used in a complementary way three pragmatic experiments to explore the reactions of the observers to the images of conflict: tool for recognizing emotions by facial expression; quantitative research questionnaires; and eye movement identification mechanism (Eye Tracking). Among the results presented, the increasing engagement curve stands out during the entire presentation period of the image sequence, suggesting the possibility that the images create some form of addition. The result of the study with Eye Tracking showed that the faces of the people portrayed are always the primary focus of attention.
Keywords: war photography; facial recognition; emotions; Aby Warburg; addiction; Eye Tracking.
Palavras-chave: fotografia de conflito; reconhecimento facial; emoções; Aby Warburg; vício; Eye Tracking.
ABSTRACT – War Photography: An Analysis of their emotions and impact on visual attention -- This research is part of the studies on “Formulas for the Emotion of War Photography”, which seek to identify elements that cause emotional impact in contemporary images of conflict. In the present study, we used in a complementary way three pragmatic experiments to explore the reactions of the observers to the images of conflict: tool for recognizing emotions by facial expression; quantitative research questionnaires; and eye movement identification mechanism (Eye Tracking). Among the results presented, the increasing engagement curve stands out during the entire presentation period of the image sequence, suggesting the possibility that the images create some form of addition. The result of the study with Eye Tracking showed that the faces of the people portrayed are always the primary focus of attention.
Keywords: war photography; facial recognition; emotions; Aby Warburg; addiction; Eye Tracking.
Research Interests:
Resumo: O trabalho se insere nos estudos sobre “Fórmulas da Emoção da Fotografia de Guerra”, que buscam identificar elementos causadores de impacto emocional nas imagens de conflito contemporâneas. No presente estudo, usamos de forma... more
Resumo: O trabalho se insere nos estudos sobre “Fórmulas da Emoção da Fotografia de Guerra”, que buscam identificar elementos causadores de impacto emocional nas imagens de conflito contemporâneas. No presente estudo, usamos de forma complementar três experimentos pragmáticos para explorar as reações dos observadores às imagens de conflito: ferramenta de reconhecimento de emoções por expressão facial; questionários de pesquisa quantitativa; e mecanismo de identificação do movimento ocular (Eye Tracking). Entre os resultados apresentados, destaca-se a curva crescente de engajamento durante todo o período de apresentação da sequência de imagens, sugerindo a possibilidade de que as imagens criem alguma forma de necessidade. O resultado do estudo com Eye Tracking mostrou que o rosto das pessoas retratadas é sempre o foco primordial de atenção.
Palavras-chave: fotografia de conflito; reconhecimento facial; emoções; Aby Warburg; vício; Eye Tracking.
ABSTRACT – War Photography: An Analysis of their emotions and impact on visual attention -- This research is part of the studies on “Formulas for the Emotion of War Photography”, which seek to identify elements that cause emotional impact in contemporary images of conflict. In the present study, we used in a complementary way three pragmatic experiments to explore the reactions of the observers to the images of conflict: tool for recognizing emotions by facial expression; quantitative research questionnaires; and eye movement identification mechanism (Eye Tracking). Among the results presented, the increasing engagement curve stands out during the entire presentation period of the image sequence, suggesting the possibility that the images create some form of addition. The result of the study with Eye Tracking showed that the faces of the people portrayed are always the primary focus of attention.
Keywords: war photography; facial recognition; emotions; Aby Warburg; addiction; Eye Tracking.
Palavras-chave: fotografia de conflito; reconhecimento facial; emoções; Aby Warburg; vício; Eye Tracking.
ABSTRACT – War Photography: An Analysis of their emotions and impact on visual attention -- This research is part of the studies on “Formulas for the Emotion of War Photography”, which seek to identify elements that cause emotional impact in contemporary images of conflict. In the present study, we used in a complementary way three pragmatic experiments to explore the reactions of the observers to the images of conflict: tool for recognizing emotions by facial expression; quantitative research questionnaires; and eye movement identification mechanism (Eye Tracking). Among the results presented, the increasing engagement curve stands out during the entire presentation period of the image sequence, suggesting the possibility that the images create some form of addition. The result of the study with Eye Tracking showed that the faces of the people portrayed are always the primary focus of attention.
Keywords: war photography; facial recognition; emotions; Aby Warburg; addiction; Eye Tracking.
Research Interests:
Grupo de Trabalho (GT): << GT11. Elaboração e análise de política agrícola e políticas públicas de desenvolvimento rural >> Resumo Os alimentos orgânicos são aqueles cultivados sem a aplicação de pesticidas e fertilizantes... more
Grupo de Trabalho (GT): << GT11. Elaboração e análise de política agrícola e políticas públicas de desenvolvimento rural >> Resumo Os alimentos orgânicos são aqueles cultivados sem a aplicação de pesticidas e fertilizantes químicos, considerados ambientalmente seguros. Cada país tem uma regulamentação própria e no Brasil o procedimento de conformidade cabe ao Mapa e ao Inmetro. O açúcar comumente utilizado, o branco refinado, apresenta um alto grau de pureza, porém, para sua obtenção, são utilizadas diversas substâncias químicas ao longo do processo na usina. Assim, há uma demanda crescente por produtos não refinados ou naturais, como o açúcar orgânico, o qual é produzido sem a adição de componentes químicos e sua principal utilização é na produção de alimentos prontos para consumo, como o chocolate, confeitaria e produtos de panificação. Nesta pesquisa, verificou-se a relação entre diversos fatores que influenciam positivamente a atitude e a intenção de compra de alimentos orgânicos em especial o açúcar. Objetivo deste estudo foi complementar dados já existentes na literatura com uma análise da confiança do produto e/ou marca e, adicionalmente, analisar o açúcar orgânico, de forma estudar o comportamento dos consumidores desse produto em especial. A metodologia utilizada foi a pesquisa quantitativa na modalidade survey.
Research Interests:
Resumo O anticonsumo surge com o consumismo em ascensão na atualidade, como um ato de basta de alguns indivíduos. Logo, a economia compartilhada e os sistemas de compartilhamento comerciais (CSS), como Uber e Airbnb, se tornaram... more
Resumo O anticonsumo surge com o consumismo em ascensão na atualidade, como um ato de basta de alguns indivíduos. Logo, a economia compartilhada e os sistemas de compartilhamento comerciais (CSS), como Uber e Airbnb, se tornaram alternativas para as pessoas que almejam reduzir o seu consumo, já que estes entregam ao consumidor os benefícios de um produto, sem ter necessariamente a sua posse. O objetivo deste artigo foi analisar a influência do anticonsumo nos sistemas de compartilhamento comercial com moderação pela tendência à inovação. Para validar o modelo proposto foi aplicada uma survey online para 359 pessoas e usada a técnica de Modelagem de Equações Estruturais para as análises. Os resultados indicam que o anticonsumo e a atitude em relação ao CSS possuem essa relação maior para consumidores com uma maior tendência à inovação.
Product Presentation, Promotions and its Impact on the Use of the App and on Purchase Intention of Food Through SmartPhones Introdução Business food within the hospitality industry has adapted to these digital tools. More specifically,... more
Product Presentation, Promotions and its Impact on the Use of the App and on Purchase Intention of Food Through SmartPhones Introdução Business food within the hospitality industry has adapted to these digital tools. More specifically, restaurants have also migrated their menus to Mobile Devices through Apps (abbreviation for Applications) available for Smartphones. Specifically, an App is a piece of software developed for a specific purpose that can be downloaded onto a smartphone or other mobile device. A smartphone is a mobile phone with an operating system, for example, android or Apple iOS. This small software has changed the dynamic that companies use to promote and sell their products to customers. Problema de Pesquisa e Objetivo To shed light on this topic, the main purpose of this paper was to identify the impact of product presentation and promotions on the use of the App as well on the customer purchase intention. Fundamentação Teórica This study joins the Signaling Theory (Spencer, 2002) and SO -R Model (Mehrabian and Russel, 1974) to investigate the influence of product presentation (information clues) and promotions (stimulus) on the use of the App (organism) and purchase intention (response). Metodologia A survey was conducted with 217 individuals, smartphone owners that use Apps to make purchasing. The data were analyzed using the PLS technique on Smart-Pls 3.0. Análise dos Resultados The results showed a positive relationship between product presentation and promotions on the use of the App, as well, positive effects among product presentation, promotions, use of the App on customer´s purchase intention. Conclusão In sum, all hypotheses tested were supported by classical theories-SO -R Model (Mehrabian and Russel, 1974), and Signaling Theory (Spencer, 2002) and previous findings. Although we have investigated the impact of stimulus and signals used by App companies, our findings are in line with past findings of the effectiveness of messages on TV and the Internet and extend the comprehension of customer´s responses on purchasing through Smartphones.
este trabalho utilizou o sistema de acompanhamento do olhar (Eye tracking) para detectar exatamente quais são os elementos das imagens de conflito que atraem os olhos do espectador. O levantamento empírico dá continuidade à pesquisa... more
este trabalho utilizou o sistema de acompanhamento do olhar (Eye tracking) para detectar exatamente quais são os elementos das imagens de conflito que atraem os olhos do espectador. O levantamento empírico dá continuidade à pesquisa teórica "A 'Fórmula da Emoção' na Fotografia de Guerra" (SERVA, 2017) que estudou a presença de imagens arcaicas nas cenas de conflitos contemporâneas. Coerentemente com estudos anteriores, o levantamento mostrou que rostos são o centro da atenção nas fotografias. Ao mesmo tempo, fórmulas de emoção (ou Pathosformeln, como definidas por WARBURG, 2013) atraem o espectador: caveiras, cabeças cortadas, crianças violentadas são ímãs para os olhos dos observador das imagens.
Resumo Este artigo tem como objetivo oferecer evidências referentes a percepção das revendas agrícolas em relação a marketing capabilities e performance. Um modelo de relações entre disseminação de inteligência, orientação para mercado,... more
Resumo Este artigo tem como objetivo oferecer evidências referentes a percepção das revendas agrícolas em relação a marketing capabilities e performance. Um modelo de relações entre disseminação de inteligência, orientação para mercado, performance e marketing capabilities foi desenvolvido. Também foi analisada a intenção de trabalho com delivery e vendas on-line nas revendas agrícolas. A pesquisa testou hipóteses por meio de um survey em 86 empresas empregando a modelagem de equações estruturais pelo método de mínimos quadrados. Os resultados sugerem que o marketing capabilities é mediado principalmente pela disseminação da inteligência. Além disso, o estudo revela o efeito das vendas on-line e delivery na performance das revendas. Os resultados do estudo têm importantes implicações para a pesquisa e nas tomadas de decisões nas revendas agrícolas.
The Food Sector within the Hospitality industry has adapted to new technologies services. Specifically, restaurants have migrated their menu to Apps Companies and met a new competition dynamic marked by a variety of product offerings and... more
The Food Sector within the Hospitality industry has adapted to new technologies services. Specifically, restaurants have migrated their menu to Apps Companies and met a new competition dynamic marked by a variety of product offerings and promotions. Thus, the main purpose of this research was to investigate the impact of the product presentation and promotions on the use of the App and the customer´s purchase intention. A survey was conducted with 217 individuals, smartphone owners that use Apps to make purchasing. The data were analyzed using the PLS technique on Smart-Pls 3.0. The results showed a positive relationship between product presentation and promotions on the use of the App, as well, positive effects among product presentation, promotions, use of the App on customer´s purchase intention.
The Hospitality Industry and the FoodService sector have adapted to the new online platforms in order to expand their offerings to customers. However, the restaurant segment has felt the impact of these platforms in their business, which... more
The Hospitality Industry and the FoodService sector have adapted to the new online platforms in order to expand their offerings to customers. However, the restaurant segment has felt the impact of these platforms in their business, which requires studies to understand the effect of online reviews and comments on customer behavior. The purpose of this research was to identify and analyze the effect of online evaluations and comments (functional versus emotional) on the intention of visiting a restaurant. Two experiments with 170 respondents took place and brought the following results: the intention of visiting the restaurant is higher when the evaluation score is 4.5 (vs. 2.5). When the customer considers the score 4.5 (vs. 2.5) and the online comment, the intention to visit the well-rated restaurant remains the same. However, in restaurants with evaluation 2.5, the intention to visit is higher when the client's comment is emotional (vs. functional).
Resumo This study aims to contribute to literature, proposing a complementary model focused on the reality of an emerging country. This work evaluates the influence of environmental aspects on the attitudes towards, intention to buy,... more
Resumo This study aims to contribute to literature, proposing a complementary model focused on the reality of an emerging country. This work evaluates the influence of environmental aspects on the attitudes towards, intention to buy, willingness to pay, involvement, concern over the productive process and brand equity of beef. Interviews with experts and two focus groups were used to validate the aspects found in the literature which were then grouped in a proposed conceptual model. Then an online survey was carried out with 725 surveyed and the proposed structural model was tested using the SmartPLS-3.0 software. Eight hypotheses were proposed. The model suggests that product involvement and concerns over the production process are related to attitudes towards and intentions of buying sustainable meat. However, brand equity (including food safety) is only correlated with attitudes towards sustainable consumption and is not related to the actual intention of buying sustainable meat. These factors can help the industry and the retail sector when formulating communication strategies and with the positioning of products/brands that possess socio-environmental attributes in the market as part of the benefits offered to the consumer.
BOVINA RESUMO Diversos autores demonstram interesse em entender como o consumidor se comporta em diferentes tipos de varejo. Comercializar produtos com atributos sócio ambientais, esbarram na falta de conhecimento sobre o comportamento do... more
BOVINA RESUMO Diversos autores demonstram interesse em entender como o consumidor se comporta em diferentes tipos de varejo. Comercializar produtos com atributos sócio ambientais, esbarram na falta de conhecimento sobre o comportamento do consumidor final em relação à estes atributos em diferentes tipos de varejo, o que dificulta definir uma política de precificação e uma estratégia de marketing para estes produtos "sustentáveis". Vários modelos foram propostos na literatura. Este estudo pretende contribuir com a literatura, propondo um modelo complementar e focado na realidade de um país emergente. Este trabalho avalia a influência da dimensão ambiental na atitude, intenção de compra, desejo de pagar, envolvimento, preocupação com o processo produtivo e o valor da marca da carne bovina. Entrevistas com especialistas e dois Focus groups foram usados para validar as dimensões encontradas na literatura a serem agrupadas em um modelo conceitual proposto. Os resultados deste estudo devem trazer elementos importantes que podem auxiliar o setor varejista na formulação de estratégias de comunicação e no posicionamento de produtos/marcas que possuam atributos socioambientais como parte dos benefícios ofertados ao consumidor final.
RESUMO O trabalho tem por objetivo identificar como ocorre o processo de padronização das variáveis do mareketing mix fora do país de origem em um varejista especializado. Inicialmete foi feita uma revisão da literatura para a definição... more
RESUMO O trabalho tem por objetivo identificar como ocorre o processo de padronização das variáveis do mareketing mix fora do país de origem em um varejista especializado. Inicialmete foi feita uma revisão da literatura para a definição das variáveis a serem analisadas e quais eram os elementos que compõem cada uma delas, ambos influenciados pelas características específicas das empresas varejistas. Ainda na etapa de revisão da literatura foi possível entender a relevância do processo de padrinização na internacionalização do varejo e a inexistência de estudos tratando de varejistas especializados. Foi estruturado um estudo de caso, com um verejista especializado em produtos infantis, comparando duas operações da empresa, uma no Brasil e outra na Turquia com o país de origem Itália. A coleta de dados foi feita através de entrevistas em profundidade, semiestruturada com executivos dos três países, análise de documentos e observação de campo, com visita às lojas da empresa na Turquia e no Brasil. Os reultados encontrados estão alinhados com o conceito de continumm de padronização das variáveis, sendo que as variáveis principais, tipo de loja, localização e ambientação de loja, são padronizadas. Os resultados indicam ainda que nem todos os elementos de uma variável considerada principal são padronizados, sugerindo que o conceito de continumm poderia ser aplicado também aos elementos que compõem a variável. Palavra Chave: internacionalização do varejo; varejo especializado; mareketing mix varejista; padronização do mareketing mix.
Resumo Os fatores ambientais de loja e suas influências sobre o consumo são temas atuais, relevantes e tratados por grande parte da literatura acadêmica de marketing. Este trabalho é exploratório e busca avaliar a influência das variáveis... more
Resumo Os fatores ambientais de loja e suas influências sobre o consumo são temas atuais, relevantes e tratados por grande parte da literatura acadêmica de marketing. Este trabalho é exploratório e busca avaliar a influência das variáveis música, iluminação, crowding, planograma e distância de observação na atenção visual do consumidor em um ambiente simulado de supermercado. A coleta de dados foi realizada por meio de dois estudos com uma mesma amostra no laboratório de varejo de uma instituição de ensino superior e com o uso de eye tracking diante de seis cenários variados. Em relação ao Estudo 1, os resultados apontam para um impacto positivo da altura moderada (som ambiente), bem como da influência da iluminação alta e natural. Houve uma aceleração das decisões de compra pela presença de outros indivíduos (crowding). Em relação ao Estudo 2, foi possível verificar variações no campo visual em relação ao cluster de observação para o produto estudado em relação aos demais produtos em função de varrições na distância e no tempo destinado à escolha. Tais resultados contribuem para o conhecimento acadêmico e gerencial em marketing, especificamente sobre o comportamento inconsciente do consumidor, com indicação de propostas para estudos confirmatórios futuros.
Agradecimentos ao CNPq, que por meio do programa de bolsas PIBIC possibilitou a realização desta pesquisa.
Studies examine how the attributes of products lead to consumer choice and how to form their usefulness (HUBER; MCANN, 1982; LANCASTER, 1966). Signal attributes bring suggestions for other attributes while the independent attributes do... more
Studies examine how the attributes of products lead to consumer choice and how to form their usefulness (HUBER; MCANN, 1982; LANCASTER, 1966). Signal attributes bring suggestions for other attributes while the independent attributes do not. This study aimed to identify the marginal impact of introducing a signal attribute of pasture-raised beef on consumer willingness to pay (WTP) for other independent attributes. The hypotheses of the study are that the WTP for the attribute "Guaranteed Animal welfare" is larger than the other attributes in the same steak, and the WTP for the signal attribute decreases as independent attributes are added. Besides that, WTP for the attribute tenderness is greater than that the signal attribute. The study is divided into two steps. The first, qualitative, consisted of investigating the values consumers have regarding beef production. To this end, 52 interviews with Brazilian and US consumers were conducted using laddering. In the second, quantitative, six experiments, (face to face and online) with 267 consumers of beef were performed. As a result, the main value found for the Brazilians was security, while for the Americans was selfdirection. For consumers, the willingness-to-pay for animal welfare was the most important in the choice experiments where this information was present. As attributes were presented, the WTP for the most important attributes decreases. Furthermore, consumers are willing to pay more for tenderness than for animal welfare. The three hypotheses were validated.
Resumo O objetivo geral da pesquisa foi caracterizar o perfil dos empreendedores informais e as suas estratégias empreendedoras adotadas em um município. As estratégias empreendedoras escolhidas foram a visão de futuro, a visão gerencial... more
Resumo O objetivo geral da pesquisa foi caracterizar o perfil dos empreendedores informais e as suas estratégias empreendedoras adotadas em um município. As estratégias empreendedoras escolhidas foram a visão de futuro, a visão gerencial do negócio, o financiamento e, principalmente a perspectiva de adoção do MEI em termos de perfil ideal, intermediário e não desejável. Os tipos de negócios informais objetos deste estudo foram o camelódromo, ambulantes fixos, ambulantes de praça e trailers. Na abordagem qualitativa foram entrevistados 28 empreendedores e na quantitativa 79. Diferenças sugerem ações específicas para cada grupo em relação a adoção do MEI.
Resumo: Esse artigo avalia a evolução conceitual do tema marketing empreendedor (ME) por meio de um estudo bibliométrico. A partir da plataforma Web of Science foram identificados 593 artigos que foram analisados por meio de estatística... more
Resumo: Esse artigo avalia a evolução conceitual do tema marketing empreendedor (ME) por meio de um estudo bibliométrico. A partir da plataforma Web of Science foram identificados 593 artigos que foram analisados por meio de estatística descritiva e por multimétodo possibilitada pelo uso do software SciMAT. Os resultados indicam uma evolução do tema, embora atualmente ele se encontre em fase de construção de sua identidade e consolidação. Em cada um dos quatro períodos selecionados, observa-se o comportamento diferente dos temas. No primeiro, os temas-motor (com altos índices de centralidade e densidade) foram marketing e empreendedorismo; no segundo, o termo entrepreneurial firms junta-se aos dois anteriores; no terceiro e quarto períodos esses temas repetem-se, mas o número de artigos e citações apresenta um significativo aumento. No cluster de temas básicos surgem estratégia, performance e capability indicam uma tendência de crescimento no número de artigos publicados. Ao final pode-se ver que o ME está em fase de evolução e que mais pesquisas e discussões no sentido de encontrar um consenso oferecem oportunidades para pesquisas futuras.
The Information System (IS) function is to collect, process and storage data and to provide the output of those data as information. ISs qualities enable to facilitate the process of decisionmaking in rural establishments management. In... more
The Information System (IS) function is to collect, process and storage data and to provide the output of those data as information. ISs qualities enable to facilitate the process of decisionmaking in rural establishments management. In the rural environment, the use of mobile technology allows decision-making based on applications and facilitates information access due to its low cost and mobility. This work aims to identify and characterize the agribusinessrelated mobile applications and to assign them in management categories. A sample of 57 apps available in the app store Google Play and cited in articles about the subject was studied. The most part of the apps was developed by Brazilian institutions, have hundreds of thousands of users, covers a wide range of agribusiness topics, do not need active internet connection for its use and is available for free, corresponding to the requirements mentioned by rural community. The assignment in management categories was possible, and demonstrated that applications from the same theme tend to belong to the same management category.
The materials published in this Readings Book may be reproduced for instructional and noncommercial use. Any use for commercial purposes must have the prior approval of the Executive Board of the EuroMed Research Business Institute... more
The materials published in this Readings Book may be reproduced for instructional and noncommercial use. Any use for commercial purposes must have the prior approval of the Executive Board of the EuroMed Research Business Institute (EMRBI). All full papers and abstracts submitted to the EMRBI Conference are subject to a peer reviewing process, using subject specialists selected because of their expert knowledge in the specific areas.
The main goal of this research is to develop a SENSORY FOOD CHOICE MODEL (SFCM) based on the behavior and perception regarding one food and one beverage. According to the Institute of Food Science and Technology (IFT), sensory analysis is... more
The main goal of this research is to develop a SENSORY FOOD CHOICE MODEL (SFCM) based on the behavior and perception regarding one food and one beverage. According to the Institute of Food Science and Technology (IFT), sensory analysis is a discipline used to measure, analyze, and interpret the reactions produced by the attributes of foods and ingredients. It is the result from the perception based on smell, taste, touch and hearing, which are related to color, shape, size, visual texture and odor of foods. Psychologists refer to sensory perception as a process with three phases: reception stimulation, perception and information processing (Chen, 2014). Our "machine" of sensory analysis is structure by our sensory systems: olfactory, gustatory, tactile, auditory and visual. These systems measure the attributes of foods based on their sensory properties (Anzaldua-Morales, 1994). According to the Associação Brasileira de Normas Técnicas (Abnt), odor is a sensory olfactory organ stimulated when certain volatile substances are inhaled (Abnt, 1993). This evaluation begins with a short introduction to the bottom of the food studies by oral processing followed by a detailed discussion of some important principles that underpin the food and sensory perception (Chen, 2009 & Foster, et al., 2012). Food possesses characteristic that are 9 th Research Workshop on Institutions and Organizations-RWIO Center for Organization Studies-CORS
Este estudo tem como finalidade apresentar e comparar campanhas publicitárias utilizados na promoção de commodities tanto no exterior, através de peças das campanhas Got Milk (leite) e I Feel Orange (laranja), quanto no Brasil, com peças... more
Este estudo tem como finalidade apresentar e comparar campanhas publicitárias utilizados na promoção de commodities tanto no exterior, através de peças das campanhas Got Milk (leite) e I Feel Orange (laranja), quanto no Brasil, com peças da campanha "Café é Saúde" do Ministério da Agricultura. Posteriormente, foi realizado um Focus Group para a apresentação da campanha brasileira sobre o café, sendo seus dados analisados e discutidos sob a ótica da opinião dos respondentes versus os princípios do Marketing Genérico. Com base nas pesquisas realizadas, pode-se observar que para a promoção de commodities o uso do Generic Advertising garantiu melhores resultados, o que a torna uma ferramenta de extrema utilidade para os produtores e indústrias do agronegócio.
A preocupação com a utilização de um sistema de produção orientado para o consumidor tem se tornado uma constante no setor do agronegócio (HANF; KÜHL, 2005). A percepção de empresas, produtores, canais de distribuição e demais players... more
A preocupação com a utilização de um sistema de produção orientado para o consumidor tem se tornado uma constante no setor do agronegócio (HANF; KÜHL, 2005). A percepção de empresas, produtores, canais de distribuição e demais players envolvidos na produção de commodities agropecuárias, mudou sobre a necessidade da busca por diferenciação, e muito se discute como atingi-la. O emprego de estratégias de branding, entendidas como os processos envolvidos na criação e fortalecimento de uma marca, é um dos caminhos para a obtenção da diferenciação, e a criação e promoção de marcas fortes para as commodities agropecuárias nacionais podem ser entendidas como um importante aspecto do processo de surgimento das primeiras empresas multinacionais brasileiras. O objetivo deste artigo é apresentar as principais estratégias de branding passíveis de utilização em commodities agropecuárias, a saber: Branding Alliance ou Co-branding, Branding Ecosystem e Ingredient Branding; e, através de uma revisão na literatura disponível sobre o assunto, apresentar criticamente o que tem sido pesquisado sobre o tema, situando o leitor dentro das perspectivas de pesquisa atualmente em voga. O artigo pretende também sugerir algumas possibilidades de utilização destas estratégias dentro da realidade do agronegócio brasileiro, como o uso das estratégias de branding no contexto dos Sistemas Agroindustriais (SAGs), o conceito de Identidade Competitiva e as Estratégias de Branding para o País de Origem, e a Segurança Alimentar como Estratégia de Branding; a título de sugestão de temas para pesquisa futura. Ao final, algumas proposições de pesquisa são apresentadas.
Thelma Valéria Rocha; SPERS, Eduardo Eugênio; BRETAS, V. P. G.; MELO, Pedro Lucas de Resende; OLIVEIRA, Cláudio Luis Cruz de; PIZANI, Cássia Aparecida. . São Paulo: ESPM, 2023. p. 61.
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SILVA, Pryscilla Maria da; SPERS, Eduardo Eugênio; SILVA, Hermes Moretti Ribeiro. . Curitiba: Artemis, 2023, v. 2. p.118. DOI:
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Brazil is one of the world's leading beef producers. The goal of this chapter is to give an overview of how Brazilian beef production is important to Brazil and worldwide. We also give an overview of some aspects of red meat consumption... more
Brazil is one of the world's leading beef producers. The goal of this chapter is to give an overview of how Brazilian beef production is important to Brazil and worldwide. We also give an overview of some aspects of red meat consumption in this country and the main tendencies regarding sustainability production. The economic importance of beef production is Brazil is based on secondary data and the main content about beef consumption is based on researchs conducted by the authors that interviews Brazilian consumers. The chapter focus in some concepts, concerns and factors that affects consumption as symbolic aspects, ethical, health and environmental concerns, brand, herd tracking, guarantees of origin, legal employment, safety and hygiene, animal wellbeing, sustainability and the Carbon Neutral Beef initiative (CNB). Marketing, certification, treaceability and brand strategies conducted by some industries, the red meat premium boutiques in the retailing sector, and the role of brazilian government in meat safety, monitoring and regulation are also covered.
Research Interests:
Brazil is one of the world's leading beef producers. The goal of this chapter is to give an overview of how Brazilian beef production is important to Brazil and worldwide. We also give an overview of some aspects of red meat consumption... more
Brazil is one of the world's leading beef producers. The goal of this chapter is to give an overview of how Brazilian beef production is important to Brazil and worldwide. We also give an overview of some aspects of red meat consumption in this country and the main tendencies regarding sustainability production. The economic importance of beef production is Brazil is based on secondary data and the main content about beef consumption is based on researchs conducted by the authors that interviews Brazilian consumers. The chapter focus in some concepts, concerns and factors that affects consumption as symbolic aspects, ethical, health and environmental concerns, brand, herd tracking, guarantees of origin, legal employment, safety and hygiene, animal wellbeing, sustainability and the Carbon Neutral Beef initiative (CNB). Marketing, certification, treaceability and brand strategies conducted by some industries, the red meat premium boutiques in the retailing sector, and the role of brazilian government in meat safety, monitoring and regulation are also covered.