Jorge Figueiredo - Academia.edu (original) (raw)
Papers by Jorge Figueiredo
Sales Management for Improved Organizational Competitiveness and Performance
For the present work, the authors intend to demonstrate how the dramatic expression activity, bas... more For the present work, the authors intend to demonstrate how the dramatic expression activity, based on modern theatre, may work as a lever in the commercial technician's relationship with their customers. This work uses the case study to understand the phenomenon of motivation in commercial technicians working in the automotive sector. From the behavioral analysis, a proximity relationship is observed between dramatic expression and direct sales marketing. A strengthening of co-presence is observed, where there is evidence of greater emotional interaction and motivation in the negotiation process. These modalities of communion show a greater motivation which provides a relationship experienced and shared by the members, an openness to improvisation, in an atmosphere of trust and with recourse to experiences. This new sales concept aims to free the sales technician from monotony and lack of confidence and direct him towards direct and experiential contact with the customer, provi...
Advances in Logistics, Operations, and Management Science, 2019
Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that all... more Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions. It provides a simple structure that allows the user to visualize the dynamics and interaction of the different stages of the marketing plan and adapt the products and services to the needs of their clients, thus, “finding” the best position in relation to their competitors. This chapter presents a methodology of marketing that aligns the marketing plan with a highly connected and constantly changing market, but also online interaction vs. offline interaction, thus facilitating marketer planning. The canvas marketing model is validated by 146 marketeers from 17 distinct sectors of activity, allowing authors to gauge the timeliness and usefulness of this Framework. Canvas Marketing Plan: How to Structure a Marketing Plan With Interactive Value?
Lecture notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering, 2023
Sustainability, Aug 30, 2022
This article is an open access article distributed under the terms and conditions of the Creative... more This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY
International Review of Economics
Journal of Open Innovation: Technology, Market, and Complexity
The purpose of this article is to analyze the relationship between a brand’s trust in consumer de... more The purpose of this article is to analyze the relationship between a brand’s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of structural equations. The developed model consists of 22 variables, divided into three constructs: trust, loyalty and brand. The results show the importance of trust in the consumption decision, as well as loyalty, relationship and satisfaction. Trust and loyalty lead to brand relationship, which is why managers must pay special attention to the factors to be provided to their customers so that this triad can be verified. Commercial brands marketed to the public should consider inducing strong feelings towards the brand as an important step in promoting customer satisfaction and loyalty. A brand for which that the consumer develops strong feelings will facilitate and potentiate positive behaviors in t...
Journal of Open Innovation: Technology, Market, and Complexity
In this study, Airbnb’s brand personality is explored in relation to its effects on consumer invo... more In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb’s brand personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both consumer involvement and institutional trust, with competence having the biggest impact on consumer involvement, and institutional trust being under the most significant influence of sincerity. The results of this study present meaningful implications not only for the academic community, but also for marketing specialists focusing on branding strategies in the innovative context of sharing economy businesses.
International Journal of Entrepreneurship, 2019
This study has as main objective, to evaluate the role of Web-marketing as a fundamental element ... more This study has as main objective, to evaluate the role of Web-marketing as a fundamental element in the relation with the client that contributes to the entrepreneurial affirmation of a company. This study considers the consumer perception regarding the strategies used in Digital Marketing, the evaluation, the satisfaction, the trust, the fidelity and loyalty of online consumers. As a methodology, 405 respondents took part in the survey using an online questionnaire. The customer's sense of satisfaction is closely related to their trust in the brand, in a process that materializes in the creation and maintenance of long-term relationships. As online consumers become savvier, their confidence increases, and they tend to buy more and become less concerned about uncertainty, customer trust becomes crucial and presents itself as customer fidelity. This is how trust minimizes insecurities about consumer risk and safety and encourages them to participate in online actions. On the othe...
International Journal of Entrepreneurship, 2020
The present research has as objective to analyse the mechanisms of articulation, as well as the f... more The present research has as objective to analyse the mechanisms of articulation, as well as the factors that promote and constitute the innovation habitats in the cities of Piracicaba and Sao Carlos. For both, it will be necessary to investigate the articulations promoted by the actors of the propeller triple helix extended-GUCRN (Government, Universities, Companies, Research Institutes and Non-governmental organization). As the object of analysis lies in the problematization: the extent to which the poles and the habitats of innovation promote the development of economic, social and technological areas studied? And which structural factors are necessary for the development of the hubs and habitats of innovation? The methodological approach of the research will be anchored in the vision of childhood. The field research will be conducted through semi-structured interviews. The results of the research point to the argument of the configuration of Sao Carlos and Piracicaba as the centr...
This study aims to evaluate the susceptibility of children to promotional techniques. For this we... more This study aims to evaluate the susceptibility of children to promotional techniques. For this we used a scale designed by Muratore (1999a; 1999b) who studies: sensitivity to giveaways / gifts, sensitivity to games / contests, sensitivity to "offer more product" and sensitivity to price reduction. The questionnaire was administered to a sample of 100 Portuguese children from 8 to 15 years in the Oporto City - Portugal. The scale showed good internal consistency (α = 0.932) and factorial composition revealed five factors that explain 79.46% of the total variance. However, the findings were opposite to those presented in the Muratore’s study.
Journal of Entrepreneurship Education, 2019
This study applies a methodology to recognize and analyse an authentizotic organization environme... more This study applies a methodology to recognize and analyse an authentizotic organization environment’s and its relationship with turnover intention, organizational commitment, job performance and satisfaction in an Angolan organizationa working as a medical supply repository. Based upon the available theory on which was reflected about the organizations’ area and the characteristics of authentizotic organizations, the problem of knowledge that was behind this research was-What is the importance of an authentizotic environment in an organization working as a medical supply repository and its relation with the intention of turnover, organizational commitment, professional performance and employees’ satisfaction? In order to understand an authentizotic environment organization we have used a scale with the following dimensions: commitment, performance, satisfaction and turnover intention. In academic perspective, this work contributes to a better understanding of the determinants of the...
Handbook of Research on Emerging Technologies for Effective Project Management, 2020
Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that all... more Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions. It provides a simple structure that allows the user to visualize the dynamics and interaction of the different stages of the marketing plan and adapt the products and services to the needs of their clients, thus, “finding” the best position in relation to their competitors. This chapter presents a methodology of marketing that aligns the marketing plan with a highly connected and constantly changing market, but also online interaction vs. offline interaction, thus facilitating marketer planning. The canvas marketing model is validated by 146 marketeers from 17 distinct sectors of activity, allowing authors to gauge the timeliness and usefulness of this Framework.
Academy of Strategic Management Journal, 2019
This study aims to evaluate the Portuguese online consumer behaviour. The research was largely ba... more This study aims to evaluate the Portuguese online consumer behaviour. The research was largely based on an online questionnaire using a sample of 405 respondents. This work was conducted in Portugal from September to December 2018. Its results reveal that Internet consumption depends on age, while the frequency of the Internet use differs according to the type of practices. The motivations to buy online revealed that these did not differ according to the type of Internet use. Online buyersâ perceptions point out access to promotions, fun, convenience, speed and download/transfer, as the main drivers to shop online, in contrast to offline buyers. Another point of distinction between online buyers and offline buyers has to do with the degree of satisfaction, with the possibility of comparing product features and prices, the ease and accessibility/availability of online purchases, the pleasure, the interest, the satisfaction of needs and the spur that shopping causes (online buyers h...
Journal of Open Innovation: Technology, Market, and Complexity, 2022
In this study, Airbnb’s brand personality is explored in relation to its effects on consumer invo... more In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb’s brand personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both consumer involvement and institutional trust, with competence having the biggest impact on consumer involvement, and institutional trust being under the most significant influence of sincerity. The results of this study present meaningful implications not only for the academic community, but also for marketing specialists focusing on branding strategies in the innovative context of sharing economy businesses.
Journal of Open Innovation: Technology, Market, and Complexity
The purpose of this article is to analyze the relationship between a brand’s trust in consumer de... more The purpose of this article is to analyze the relationship between a brand’s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of structural equations. The developed model consists of 22 variables, divided into three constructs: trust, loyalty and brand. The results show the importance of trust in the consumption decision, as well as loyalty, relationship and satisfaction. Trust and loyalty lead to brand relationship, which is why managers must pay special attention to the factors to be provided to their customers so that this triad can be verified. Commercial brands marketed to the public should consider inducing strong feelings towards the brand as an important step in promoting customer satisfaction and loyalty. A brand for which that the consumer develops strong feelings will facilitate and potentiate positive behaviors in t...
Sales Management for Improved Organizational Competitiveness and Performance
For the present work, the authors intend to demonstrate how the dramatic expression activity, bas... more For the present work, the authors intend to demonstrate how the dramatic expression activity, based on modern theatre, may work as a lever in the commercial technician's relationship with their customers. This work uses the case study to understand the phenomenon of motivation in commercial technicians working in the automotive sector. From the behavioral analysis, a proximity relationship is observed between dramatic expression and direct sales marketing. A strengthening of co-presence is observed, where there is evidence of greater emotional interaction and motivation in the negotiation process. These modalities of communion show a greater motivation which provides a relationship experienced and shared by the members, an openness to improvisation, in an atmosphere of trust and with recourse to experiences. This new sales concept aims to free the sales technician from monotony and lack of confidence and direct him towards direct and experiential contact with the customer, provi...
Advances in Logistics, Operations, and Management Science, 2019
Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that all... more Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions. It provides a simple structure that allows the user to visualize the dynamics and interaction of the different stages of the marketing plan and adapt the products and services to the needs of their clients, thus, “finding” the best position in relation to their competitors. This chapter presents a methodology of marketing that aligns the marketing plan with a highly connected and constantly changing market, but also online interaction vs. offline interaction, thus facilitating marketer planning. The canvas marketing model is validated by 146 marketeers from 17 distinct sectors of activity, allowing authors to gauge the timeliness and usefulness of this Framework. Canvas Marketing Plan: How to Structure a Marketing Plan With Interactive Value?
Lecture notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering, 2023
Sustainability, Aug 30, 2022
This article is an open access article distributed under the terms and conditions of the Creative... more This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY
International Review of Economics
Journal of Open Innovation: Technology, Market, and Complexity
The purpose of this article is to analyze the relationship between a brand’s trust in consumer de... more The purpose of this article is to analyze the relationship between a brand’s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of structural equations. The developed model consists of 22 variables, divided into three constructs: trust, loyalty and brand. The results show the importance of trust in the consumption decision, as well as loyalty, relationship and satisfaction. Trust and loyalty lead to brand relationship, which is why managers must pay special attention to the factors to be provided to their customers so that this triad can be verified. Commercial brands marketed to the public should consider inducing strong feelings towards the brand as an important step in promoting customer satisfaction and loyalty. A brand for which that the consumer develops strong feelings will facilitate and potentiate positive behaviors in t...
Journal of Open Innovation: Technology, Market, and Complexity
In this study, Airbnb’s brand personality is explored in relation to its effects on consumer invo... more In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb’s brand personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both consumer involvement and institutional trust, with competence having the biggest impact on consumer involvement, and institutional trust being under the most significant influence of sincerity. The results of this study present meaningful implications not only for the academic community, but also for marketing specialists focusing on branding strategies in the innovative context of sharing economy businesses.
International Journal of Entrepreneurship, 2019
This study has as main objective, to evaluate the role of Web-marketing as a fundamental element ... more This study has as main objective, to evaluate the role of Web-marketing as a fundamental element in the relation with the client that contributes to the entrepreneurial affirmation of a company. This study considers the consumer perception regarding the strategies used in Digital Marketing, the evaluation, the satisfaction, the trust, the fidelity and loyalty of online consumers. As a methodology, 405 respondents took part in the survey using an online questionnaire. The customer's sense of satisfaction is closely related to their trust in the brand, in a process that materializes in the creation and maintenance of long-term relationships. As online consumers become savvier, their confidence increases, and they tend to buy more and become less concerned about uncertainty, customer trust becomes crucial and presents itself as customer fidelity. This is how trust minimizes insecurities about consumer risk and safety and encourages them to participate in online actions. On the othe...
International Journal of Entrepreneurship, 2020
The present research has as objective to analyse the mechanisms of articulation, as well as the f... more The present research has as objective to analyse the mechanisms of articulation, as well as the factors that promote and constitute the innovation habitats in the cities of Piracicaba and Sao Carlos. For both, it will be necessary to investigate the articulations promoted by the actors of the propeller triple helix extended-GUCRN (Government, Universities, Companies, Research Institutes and Non-governmental organization). As the object of analysis lies in the problematization: the extent to which the poles and the habitats of innovation promote the development of economic, social and technological areas studied? And which structural factors are necessary for the development of the hubs and habitats of innovation? The methodological approach of the research will be anchored in the vision of childhood. The field research will be conducted through semi-structured interviews. The results of the research point to the argument of the configuration of Sao Carlos and Piracicaba as the centr...
This study aims to evaluate the susceptibility of children to promotional techniques. For this we... more This study aims to evaluate the susceptibility of children to promotional techniques. For this we used a scale designed by Muratore (1999a; 1999b) who studies: sensitivity to giveaways / gifts, sensitivity to games / contests, sensitivity to "offer more product" and sensitivity to price reduction. The questionnaire was administered to a sample of 100 Portuguese children from 8 to 15 years in the Oporto City - Portugal. The scale showed good internal consistency (α = 0.932) and factorial composition revealed five factors that explain 79.46% of the total variance. However, the findings were opposite to those presented in the Muratore’s study.
Journal of Entrepreneurship Education, 2019
This study applies a methodology to recognize and analyse an authentizotic organization environme... more This study applies a methodology to recognize and analyse an authentizotic organization environment’s and its relationship with turnover intention, organizational commitment, job performance and satisfaction in an Angolan organizationa working as a medical supply repository. Based upon the available theory on which was reflected about the organizations’ area and the characteristics of authentizotic organizations, the problem of knowledge that was behind this research was-What is the importance of an authentizotic environment in an organization working as a medical supply repository and its relation with the intention of turnover, organizational commitment, professional performance and employees’ satisfaction? In order to understand an authentizotic environment organization we have used a scale with the following dimensions: commitment, performance, satisfaction and turnover intention. In academic perspective, this work contributes to a better understanding of the determinants of the...
Handbook of Research on Emerging Technologies for Effective Project Management, 2020
Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that all... more Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions. It provides a simple structure that allows the user to visualize the dynamics and interaction of the different stages of the marketing plan and adapt the products and services to the needs of their clients, thus, “finding” the best position in relation to their competitors. This chapter presents a methodology of marketing that aligns the marketing plan with a highly connected and constantly changing market, but also online interaction vs. offline interaction, thus facilitating marketer planning. The canvas marketing model is validated by 146 marketeers from 17 distinct sectors of activity, allowing authors to gauge the timeliness and usefulness of this Framework.
Academy of Strategic Management Journal, 2019
This study aims to evaluate the Portuguese online consumer behaviour. The research was largely ba... more This study aims to evaluate the Portuguese online consumer behaviour. The research was largely based on an online questionnaire using a sample of 405 respondents. This work was conducted in Portugal from September to December 2018. Its results reveal that Internet consumption depends on age, while the frequency of the Internet use differs according to the type of practices. The motivations to buy online revealed that these did not differ according to the type of Internet use. Online buyersâ perceptions point out access to promotions, fun, convenience, speed and download/transfer, as the main drivers to shop online, in contrast to offline buyers. Another point of distinction between online buyers and offline buyers has to do with the degree of satisfaction, with the possibility of comparing product features and prices, the ease and accessibility/availability of online purchases, the pleasure, the interest, the satisfaction of needs and the spur that shopping causes (online buyers h...
Journal of Open Innovation: Technology, Market, and Complexity, 2022
In this study, Airbnb’s brand personality is explored in relation to its effects on consumer invo... more In this study, Airbnb’s brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of hospitality brands. The results of the study revealed that Airbnb’s brand personality is mostly associated with excitement, sincerity, and competence. Brand personality was shown to have effects on both consumer involvement and institutional trust, with competence having the biggest impact on consumer involvement, and institutional trust being under the most significant influence of sincerity. The results of this study present meaningful implications not only for the academic community, but also for marketing specialists focusing on branding strategies in the innovative context of sharing economy businesses.
Journal of Open Innovation: Technology, Market, and Complexity
The purpose of this article is to analyze the relationship between a brand’s trust in consumer de... more The purpose of this article is to analyze the relationship between a brand’s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of structural equations. The developed model consists of 22 variables, divided into three constructs: trust, loyalty and brand. The results show the importance of trust in the consumption decision, as well as loyalty, relationship and satisfaction. Trust and loyalty lead to brand relationship, which is why managers must pay special attention to the factors to be provided to their customers so that this triad can be verified. Commercial brands marketed to the public should consider inducing strong feelings towards the brand as an important step in promoting customer satisfaction and loyalty. A brand for which that the consumer develops strong feelings will facilitate and potentiate positive behaviors in t...