Carlos Melo Brito - Academia.edu (original) (raw)

Books by Carlos Melo Brito

Brito, Carlos M. & Lencastre, Paulo de (Ed.) (2014). Os Novos Horizontes do Marketing [The New M... more Brito, Carlos M. & Lencastre, Paulo de (Ed.) (2014). Os Novos Horizontes do Marketing [The New Marketing Horizons]. Lisboa e São Paulo: Dom Quixote.

O Novos Horizontes do Marketing, sem pretender ser um manual, posiciona-se como um livro de desenvolvimentos recentes em áreas avançadas do marketing. Esta obra não assume uma natureza eminentemente teórica, plena de referências bibliográficas ao estilo dos artigos publicados em revistas científicas. Mas também está longe de ser um simples trabalho superficial de dicas práticas. O livro divide-se em quatro partes: a 1.ª designada de Novos Paradigmas, centra-se em duas áreas que refletem um amadurecimento dos princípios básicos do marketing: a abordagem relacional e o branding; a 2.ª parte é dedicada a Novas Práticas, onde se incluem o marketing sensorial, o tribal e o verde; a 3.ª centra-se em Novos Públicos, sendo objeto de análise os atores organizacionais numa perspetiva de rede, os clientes internacionais e o público infantil; e a 4.ª dedica-se às Novas Aplicações do marketing, ao nível do desenvolvimento e promoção do território, dos serviços públicos e de saúde, e do desporto.

Brito, Carlos M. & Lencastre, Paulo de (Ed.) (2001). Os Horizontes do Marketing. Lisboa e São Pau... more Brito, Carlos M. & Lencastre, Paulo de (Ed.) (2001). Os Horizontes do Marketing. Lisboa e São Paulo: Verbo.

Hoje o Marketing é uma disciplina madura com áreas específicas que resultam da adaptação dos conceitos clássico a múltiplas realidades. Procurando fazer uma apresentação daquilo que de mais avançado se sabe em alguns dos domínios mais marcantes do marketing na actualidade, esta obra dirige-se fundamentalmente a três públicos. Em primeiro lugar, aos estudantes que nela encontrarão os primeiros desenvolvimentos de algumas das principais áreas de especialidade do marketing. Depois, aos docentes que disporão de um livro que, sendo complementar dos manuais de base, lhes permitirá identificar os eixos temáticos mais relevantes em cada uma dessas áreas. Por último, aos profissionais de marketing que nela encontrarão, de uma forma simples e recheada de casos práticos, a mais-valia de poderem adaptar conhecimentos teóricos a situações específicas e concretas.

Papers by Carlos Melo Brito

Marketing de Servicios, Intangibilidad, Ofertas ABSTRACT Esta comunicação assume um carácter emin... more Marketing de Servicios, Intangibilidad, Ofertas ABSTRACT Esta comunicação assume um carácter eminentemente conceptual, reflectindo sobre as características tradicionalmente apontadas ao marketing de serviços. Utilizando-se a noção de produto aumentado de Levitt (1969), que aproxima os produtos da essência dos serviços e a visão da Escola Nórdica (Grönroos, 1980, 1983; Gummesson, 1983, 1987) que inclui e faz valorizar o carácter relacional do serviço, são questionadas as posições que defendem uma clara distinção e autonomização destas duas realidades. É em alternativa definida uma zona híbrida do marketing, propondo-se uma gestão integrada de produtos e serviços em função das características da oferta global a ser entregue ao consumidor Esta ponencia asume un carácter eminentemente conceptual, reflectando sobre las características tradicionalmente apuntadas al marketing de servicios. Haciendo uso de la noción de producto aumentado de Levitt (1969), que aproxima los productos a la ese...

Brazilian Journal of Business

O objetivo central desta pesquisa foi de identificar os aspectos da preferência de cada gênero na... more O objetivo central desta pesquisa foi de identificar os aspectos da preferência de cada gênero na compra por um veículo automóvel novo ou usado, tendo como local Brasil e Portugal. Este estudo descritivo por meio de uma survey online pesquisou 651 indivíduos entre junho e julho do ano de 2013. Verificou-se que nem todos os construtos contemplados sofreram influência na comparação entre homens e mulheres, sendo que seis das treze hipóteses testadas foram confirmadas e as demais rejeitadas. A pesquisa aponta diferenças, embora o estudo confirme a visão de alguns autores que explicam que existem mais igualdades do que diferenças na intenção de compra de um carro tendo como base o gênero.

Many Portuguese SMEs firms used export networks as an internationalization strategy. In the proce... more Many Portuguese SMEs firms used export networks as an internationalization strategy. In the process of internationalization of those firms export grouping schemes have assumed an increasing role. Export grouping schemes creation and development has been widely studied. The study of collective action within export grouping schemes has been neglected. This paper aims at developing a methodological approach which takes into account that most export schemes involve a variety of actors who share common interests and are concerned with the promotion or defense of their collective interests.

Muitas das politicas de branding regional continuam a ignorar a comunidade local, as suas crenças... more Muitas das politicas de branding regional continuam a ignorar a comunidade local, as suas crenças, desejos e expectativas. Esta atitude faz com que não se tome partido de uma das principais fontes de diferenciação regional. De facto, numa era em que o imaterial e o capital relacional assumem relevância, a comunidade local é não apenas o elemento mais essencial da oferta do território como a sua principal fonte de diferenciação. Neste artigo é feita uma discussão teórica acerca relevância da comunidade local no branding regional. Tendo como base a revisão de literatura efetuada foi desenvolvido um modelo teórico com caráter operacional onde os locais emergem como elemento central para a política de branding regional. O modelo considera os locais como fonte de comunicação, consumo e produção da oferta regional. São apresentadas recomendações tendo em vista a inclusão da comunidade local como elemento central em qualquer política de branding regional.

In order to address new demands from citizens and companies, public agencies have been developing... more In order to address new demands from citizens and companies, public agencies have been developing new forms of delivering public services within a multi-channel logic. In this context, Citizen Shops have been designed to improve speed of response, procedures simplification and, most of all, service quality. This paper considers that service quality is strongly connected to quality perceived by the users, and consequently focuses on citizen's expectations and perceptions within a marketing perspective. Emotions and the zone of tolerance are also analysed. Given the nature of the research problem, investigation followed a case-study methodology. The authors present an adaptation of the Critical Incident Technique and analyse an extensive qualitative and quantitative data collection. In terms of conclusions, this study sheds light on the type of relationship that occurs between the citizen and the public agency in an environment featured by an innovative organizational culture in ...

Sustainability, 2021

In the context of football’s globalisation, some of the most important football clubs (FCs) can c... more In the context of football’s globalisation, some of the most important football clubs (FCs) can currently be classified as ‘entertainment multinationals’. Sport hospitality provides opportunities to maximise club stadiums’ use so that they can increase clubs’ annual turnover and function as branding platforms. This study sought to identify the main narratives shared online about—and the dimensions of—visitors’ experiences with top football brands in stadium tours. The data collected for this research comprised 400 text reviews for 10 European FCs’ stadiums (i.e., 4000 reviews) written by visitors in the post-experience phase. Content analysis of these Web reviews was conducted using Leximancer software. The results confirm the existence of 15 themes: fan, tour, stadium, team, museum, room, staff, game, (best) place, ticket, seating, recommend(ation), food, shop and attraction. Most researchers have examined stadium tours from a supply-side perspective. The present study’s aim was, t...

Journal of Innovation Management, 2018

Universities are increasingly acting as promoters of innovation, economic growth and regional dev... more Universities are increasingly acting as promoters of innovation, economic growth and regional development, a trend that has attracted the attention of both policy makers and researchers. The objective of this paper is to contribute to a deeper understanding of the role of higher education institutions as dynamic promoters of growth and development. The University of Porto is used as a case study to explore how universities can act as innovation ecosystems leaders and integrators. The main contributions of the paper are threefold. First, the case puts in evidence a key success factor: the talent to transform the knowledge produced by universities into valuable solutions for companies and other organisations. Second, links between universities and industry must assume a long-term and relational nature rather than an intermittent and transactional character. Finally, the success of university-based ecosystems depends on the integration of a diversity of actors, resources and competence...

On the basis of a case study, this article analyzes the performance of the Port Administration of... more On the basis of a case study, this article analyzes the performance of the Port Administration of Aveiro (APA) aiming at contributing to a better understanding of the articulation of public infrastructures with the surrounding community. Adopting a relational perspective, APA has given an increasing importance to marketing as well as to the integration of the port structure in a number of organizational networks. This dialogue and interaction with the environment have helped to overcome a style of management limited to a single port infrastructure, giving rise to larger schemes whose benefits can be found both in the competitiveness of the Port of Aveiro and in the region and the surrounding community.

Journal of Innovation Management, 2018

Much of the existing literature on innovation intermediaries is focused on manufacturing, and lim... more Much of the existing literature on innovation intermediaries is focused on manufacturing, and limited scientific knowledge has been developed about the role of intermediaries in services. This paper aims to expand and test an existing framework on the roles and functions of intermediaries in services, focusing specifically on consultancies. Furthermore, it is investigated to what extent services and manufacturing are perceived as different clients, and what represents the added-value of consultancies. Using a case study approach, consultancies´ activities are analysed and compared within services and manufacturing contexts. Findings indicate that while consultancies do not consider manufacturing companies different from service companies, during the collaboration process several differences do exist in terms of their role in these two types of companies, mainly due to different degrees of development of the corresponding innovation strategies and to different perspectives regarding ...

Review of Business Management, 2019

Purpose-This study aims is to examine possible combinations of management control tools that are ... more Purpose-This study aims is to examine possible combinations of management control tools that are likely to lead to high performance in start-ups. Design/methodology/approach-Personal interviews were conducted with entrepreneurs from 45 start-ups established in Technology Parks of University Centers in Portugal. Based on practices from different categories of organizational analysis, it was used the fuzzy Qualitative Comparative Analysis (fsQCA) methodology. Findings-To achieve high performance, management controls are required for Clients, Strategy, Information Systems, Performance, Risks and Budget. The Client and Budget categories presented the greatest consistency in meeting the proposed condition. In addition, the results generated two combinations of conditions for the high performance of net income. Originality/value-The combination of different management control practices contributes to the success of the business, especially when it relates to the organization's strategic practices. The use of management control tools becomes a priority for companies that wish to cope with the challenges raised by corporate uncertainties, especially in start-up companies, ensuring the sustainable growth of these businesses.

Theoretical Economics Letters, 2016

Journal of Innovation Management, 2019

This paper seeks to make a particular contribution in what are the roles of consultancies as key ... more This paper seeks to make a particular contribution in what are the roles of consultancies as key innovation intermediaries in service industry. In line with previous literature, the research purposes to test the application of Pinto et al (2016) framework within service companies, triangulating the findings of Pinto et al (2017). Four in-depth case studies of service companies were developed, resulting on detailed descriptions of the phenomenon using constructs to order the data and relate to earlier literature. Key findings highlight changes in motivations for consultancy engagement, from an initial focus on knowledge (output) to a focus on methodology (process). The adequacy of the framework proposed by Pinto et al (2016) is confirmed, and a new function of intermediaries arises from this study, related with “evaluation of innovation outcomes”. The study highlights the contribution of consultancies in preparing companies to innovate.

International Journal for Quality …, 2010

The objective of the paper is to identify the determinants of service quality as well as its impa... more The objective of the paper is to identify the determinants of service quality as well as its impact on the satisfaction of public transport commuters. The paper explores the relationship between service quality and customer satisfaction in a public transport service taking into ...

... 44. AMIN, A. & THRIFT, N. (2005) Citizens of the World, Seeing the City as a Site of Inte... more ... 44. AMIN, A. & THRIFT, N. (2005) Citizens of the World, Seeing the City as a Site of International Influence Harvard International Review, 27, 14-17. ... New York, ME Sharpe. BARALDI, E. (2003) The Places of Ikea: Using Space as a Strategic Weapon in Handling Resource ...

Brito, Carlos M. & Lencastre, Paulo de (Ed.) (2014). Os Novos Horizontes do Marketing [The New M... more Brito, Carlos M. & Lencastre, Paulo de (Ed.) (2014). Os Novos Horizontes do Marketing [The New Marketing Horizons]. Lisboa e São Paulo: Dom Quixote.

O Novos Horizontes do Marketing, sem pretender ser um manual, posiciona-se como um livro de desenvolvimentos recentes em áreas avançadas do marketing. Esta obra não assume uma natureza eminentemente teórica, plena de referências bibliográficas ao estilo dos artigos publicados em revistas científicas. Mas também está longe de ser um simples trabalho superficial de dicas práticas. O livro divide-se em quatro partes: a 1.ª designada de Novos Paradigmas, centra-se em duas áreas que refletem um amadurecimento dos princípios básicos do marketing: a abordagem relacional e o branding; a 2.ª parte é dedicada a Novas Práticas, onde se incluem o marketing sensorial, o tribal e o verde; a 3.ª centra-se em Novos Públicos, sendo objeto de análise os atores organizacionais numa perspetiva de rede, os clientes internacionais e o público infantil; e a 4.ª dedica-se às Novas Aplicações do marketing, ao nível do desenvolvimento e promoção do território, dos serviços públicos e de saúde, e do desporto.

Brito, Carlos M. & Lencastre, Paulo de (Ed.) (2001). Os Horizontes do Marketing. Lisboa e São Pau... more Brito, Carlos M. & Lencastre, Paulo de (Ed.) (2001). Os Horizontes do Marketing. Lisboa e São Paulo: Verbo.

Hoje o Marketing é uma disciplina madura com áreas específicas que resultam da adaptação dos conceitos clássico a múltiplas realidades. Procurando fazer uma apresentação daquilo que de mais avançado se sabe em alguns dos domínios mais marcantes do marketing na actualidade, esta obra dirige-se fundamentalmente a três públicos. Em primeiro lugar, aos estudantes que nela encontrarão os primeiros desenvolvimentos de algumas das principais áreas de especialidade do marketing. Depois, aos docentes que disporão de um livro que, sendo complementar dos manuais de base, lhes permitirá identificar os eixos temáticos mais relevantes em cada uma dessas áreas. Por último, aos profissionais de marketing que nela encontrarão, de uma forma simples e recheada de casos práticos, a mais-valia de poderem adaptar conhecimentos teóricos a situações específicas e concretas.

Marketing de Servicios, Intangibilidad, Ofertas ABSTRACT Esta comunicação assume um carácter emin... more Marketing de Servicios, Intangibilidad, Ofertas ABSTRACT Esta comunicação assume um carácter eminentemente conceptual, reflectindo sobre as características tradicionalmente apontadas ao marketing de serviços. Utilizando-se a noção de produto aumentado de Levitt (1969), que aproxima os produtos da essência dos serviços e a visão da Escola Nórdica (Grönroos, 1980, 1983; Gummesson, 1983, 1987) que inclui e faz valorizar o carácter relacional do serviço, são questionadas as posições que defendem uma clara distinção e autonomização destas duas realidades. É em alternativa definida uma zona híbrida do marketing, propondo-se uma gestão integrada de produtos e serviços em função das características da oferta global a ser entregue ao consumidor Esta ponencia asume un carácter eminentemente conceptual, reflectando sobre las características tradicionalmente apuntadas al marketing de servicios. Haciendo uso de la noción de producto aumentado de Levitt (1969), que aproxima los productos a la ese...

Brazilian Journal of Business

O objetivo central desta pesquisa foi de identificar os aspectos da preferência de cada gênero na... more O objetivo central desta pesquisa foi de identificar os aspectos da preferência de cada gênero na compra por um veículo automóvel novo ou usado, tendo como local Brasil e Portugal. Este estudo descritivo por meio de uma survey online pesquisou 651 indivíduos entre junho e julho do ano de 2013. Verificou-se que nem todos os construtos contemplados sofreram influência na comparação entre homens e mulheres, sendo que seis das treze hipóteses testadas foram confirmadas e as demais rejeitadas. A pesquisa aponta diferenças, embora o estudo confirme a visão de alguns autores que explicam que existem mais igualdades do que diferenças na intenção de compra de um carro tendo como base o gênero.

Many Portuguese SMEs firms used export networks as an internationalization strategy. In the proce... more Many Portuguese SMEs firms used export networks as an internationalization strategy. In the process of internationalization of those firms export grouping schemes have assumed an increasing role. Export grouping schemes creation and development has been widely studied. The study of collective action within export grouping schemes has been neglected. This paper aims at developing a methodological approach which takes into account that most export schemes involve a variety of actors who share common interests and are concerned with the promotion or defense of their collective interests.

Muitas das politicas de branding regional continuam a ignorar a comunidade local, as suas crenças... more Muitas das politicas de branding regional continuam a ignorar a comunidade local, as suas crenças, desejos e expectativas. Esta atitude faz com que não se tome partido de uma das principais fontes de diferenciação regional. De facto, numa era em que o imaterial e o capital relacional assumem relevância, a comunidade local é não apenas o elemento mais essencial da oferta do território como a sua principal fonte de diferenciação. Neste artigo é feita uma discussão teórica acerca relevância da comunidade local no branding regional. Tendo como base a revisão de literatura efetuada foi desenvolvido um modelo teórico com caráter operacional onde os locais emergem como elemento central para a política de branding regional. O modelo considera os locais como fonte de comunicação, consumo e produção da oferta regional. São apresentadas recomendações tendo em vista a inclusão da comunidade local como elemento central em qualquer política de branding regional.

In order to address new demands from citizens and companies, public agencies have been developing... more In order to address new demands from citizens and companies, public agencies have been developing new forms of delivering public services within a multi-channel logic. In this context, Citizen Shops have been designed to improve speed of response, procedures simplification and, most of all, service quality. This paper considers that service quality is strongly connected to quality perceived by the users, and consequently focuses on citizen's expectations and perceptions within a marketing perspective. Emotions and the zone of tolerance are also analysed. Given the nature of the research problem, investigation followed a case-study methodology. The authors present an adaptation of the Critical Incident Technique and analyse an extensive qualitative and quantitative data collection. In terms of conclusions, this study sheds light on the type of relationship that occurs between the citizen and the public agency in an environment featured by an innovative organizational culture in ...

Sustainability, 2021

In the context of football’s globalisation, some of the most important football clubs (FCs) can c... more In the context of football’s globalisation, some of the most important football clubs (FCs) can currently be classified as ‘entertainment multinationals’. Sport hospitality provides opportunities to maximise club stadiums’ use so that they can increase clubs’ annual turnover and function as branding platforms. This study sought to identify the main narratives shared online about—and the dimensions of—visitors’ experiences with top football brands in stadium tours. The data collected for this research comprised 400 text reviews for 10 European FCs’ stadiums (i.e., 4000 reviews) written by visitors in the post-experience phase. Content analysis of these Web reviews was conducted using Leximancer software. The results confirm the existence of 15 themes: fan, tour, stadium, team, museum, room, staff, game, (best) place, ticket, seating, recommend(ation), food, shop and attraction. Most researchers have examined stadium tours from a supply-side perspective. The present study’s aim was, t...

Journal of Innovation Management, 2018

Universities are increasingly acting as promoters of innovation, economic growth and regional dev... more Universities are increasingly acting as promoters of innovation, economic growth and regional development, a trend that has attracted the attention of both policy makers and researchers. The objective of this paper is to contribute to a deeper understanding of the role of higher education institutions as dynamic promoters of growth and development. The University of Porto is used as a case study to explore how universities can act as innovation ecosystems leaders and integrators. The main contributions of the paper are threefold. First, the case puts in evidence a key success factor: the talent to transform the knowledge produced by universities into valuable solutions for companies and other organisations. Second, links between universities and industry must assume a long-term and relational nature rather than an intermittent and transactional character. Finally, the success of university-based ecosystems depends on the integration of a diversity of actors, resources and competence...

On the basis of a case study, this article analyzes the performance of the Port Administration of... more On the basis of a case study, this article analyzes the performance of the Port Administration of Aveiro (APA) aiming at contributing to a better understanding of the articulation of public infrastructures with the surrounding community. Adopting a relational perspective, APA has given an increasing importance to marketing as well as to the integration of the port structure in a number of organizational networks. This dialogue and interaction with the environment have helped to overcome a style of management limited to a single port infrastructure, giving rise to larger schemes whose benefits can be found both in the competitiveness of the Port of Aveiro and in the region and the surrounding community.

Journal of Innovation Management, 2018

Much of the existing literature on innovation intermediaries is focused on manufacturing, and lim... more Much of the existing literature on innovation intermediaries is focused on manufacturing, and limited scientific knowledge has been developed about the role of intermediaries in services. This paper aims to expand and test an existing framework on the roles and functions of intermediaries in services, focusing specifically on consultancies. Furthermore, it is investigated to what extent services and manufacturing are perceived as different clients, and what represents the added-value of consultancies. Using a case study approach, consultancies´ activities are analysed and compared within services and manufacturing contexts. Findings indicate that while consultancies do not consider manufacturing companies different from service companies, during the collaboration process several differences do exist in terms of their role in these two types of companies, mainly due to different degrees of development of the corresponding innovation strategies and to different perspectives regarding ...

Review of Business Management, 2019

Purpose-This study aims is to examine possible combinations of management control tools that are ... more Purpose-This study aims is to examine possible combinations of management control tools that are likely to lead to high performance in start-ups. Design/methodology/approach-Personal interviews were conducted with entrepreneurs from 45 start-ups established in Technology Parks of University Centers in Portugal. Based on practices from different categories of organizational analysis, it was used the fuzzy Qualitative Comparative Analysis (fsQCA) methodology. Findings-To achieve high performance, management controls are required for Clients, Strategy, Information Systems, Performance, Risks and Budget. The Client and Budget categories presented the greatest consistency in meeting the proposed condition. In addition, the results generated two combinations of conditions for the high performance of net income. Originality/value-The combination of different management control practices contributes to the success of the business, especially when it relates to the organization's strategic practices. The use of management control tools becomes a priority for companies that wish to cope with the challenges raised by corporate uncertainties, especially in start-up companies, ensuring the sustainable growth of these businesses.

Theoretical Economics Letters, 2016

Journal of Innovation Management, 2019

This paper seeks to make a particular contribution in what are the roles of consultancies as key ... more This paper seeks to make a particular contribution in what are the roles of consultancies as key innovation intermediaries in service industry. In line with previous literature, the research purposes to test the application of Pinto et al (2016) framework within service companies, triangulating the findings of Pinto et al (2017). Four in-depth case studies of service companies were developed, resulting on detailed descriptions of the phenomenon using constructs to order the data and relate to earlier literature. Key findings highlight changes in motivations for consultancy engagement, from an initial focus on knowledge (output) to a focus on methodology (process). The adequacy of the framework proposed by Pinto et al (2016) is confirmed, and a new function of intermediaries arises from this study, related with “evaluation of innovation outcomes”. The study highlights the contribution of consultancies in preparing companies to innovate.

International Journal for Quality …, 2010

The objective of the paper is to identify the determinants of service quality as well as its impa... more The objective of the paper is to identify the determinants of service quality as well as its impact on the satisfaction of public transport commuters. The paper explores the relationship between service quality and customer satisfaction in a public transport service taking into ...

... 44. AMIN, A. & THRIFT, N. (2005) Citizens of the World, Seeing the City as a Site of Inte... more ... 44. AMIN, A. & THRIFT, N. (2005) Citizens of the World, Seeing the City as a Site of International Influence Harvard International Review, 27, 14-17. ... New York, ME Sharpe. BARALDI, E. (2003) The Places of Ikea: Using Space as a Strategic Weapon in Handling Resource ...

On the basis of a case study, this article analyzes the performance of the Port Administration of... more On the basis of a case study, this article analyzes the performance of the Port Administration of Aveiro (APA) aiming at contributing to a better understanding of the articulation of public infrastructures with the surrounding community. Adopting a relational perspective, APA has given an increasing importance to marketing as well as to the integration of the port structure in a number of organizational networks. This dialogue and interaction with the environment have helped to overcome a style of management limited to a single port infrastructure, giving rise to larger schemes whose benefits can be found both in the competitiveness of the Port of Aveiro and in the region and the surrounding community.