CSG - Research in Social Sciences and Management

Funder

Organizational Unit

Publications

Drivers and outcomes of sustainable export marketing strategies in international environments

Publication . Silva, Graça Miranda; Dias, Álvaro Lopes; Lisboa, Ana Cadima; Silva, Filipa Pereira

Purpose – This study aims to investigate the relationship between market-oriented environmental sustainability (MES) and green export-related resources and capabilities, analyzes the impact of these resources and capabilities on the eco-friendly export marketing strategy and assess the influence of such strategy on export performance. Design/methodology/approach – This study uses survey data from 241 manufacturing export firms analyzed through partial least squares structural equation modeling. Findings – The results show a positive influence of MES on green export-related resources and capabilities. Further, while green export-related capabilities directly affect eco-friendly export marketing strategy, resources only influence it indirectly through capabilities. The results also show that the adoption of an ecofriendly export marketing strategy contributes to firm’s export performance. Originality/value – This study makes an important contribution to sustainability and exporting literature by evaluating the behavior of firms in terms of MES and eco-friendly export marketing strategy.

2023Journal article

Open access

The effects of subsidiary’s leadership and entrepreneurship on international marketing knowledge transfer and new product development

Publication . Crespo, Cátia Fernandes; Crespo, Nuno Fernandes; Curado, Carla

This study investigates the role of a strong subsidiary leadership and entrepreneurial culture in the promotion of marketing knowledge inflows. We further examine their consequences on the subsidiary’s ability to develop new products when moderated by the tacitness of knowledge. The data were collected from 202 Portuguese subsidiaries of multinational corporations and were analyzed using partial least squares structural equation modelling to test the hypotheses. The results indicate that subsidiaries’ strong leadership support and entrepreneurial culture are fundamental mechanisms that foster marketing knowledge inflows from both the headquarters and peer subsidiaries. Moreover, marketing knowledge inflows enhance the focal subsidiary’s innovation abilities. We also find that tacit knowledge exerts contradictory moderating effects on the transfers of marketing knowledge, carrying distinct implications for a subsidiary’s knowledge management. The results expand our understanding of the effectiveness of transferring marketing knowledge among multinational corporations’ (MNCs) subsidiaries.

2022Journal article

Restricted access

Innovation in times of crisis: The relevance of digitalization and early internationalization strategies

Publication . Crespo, Nuno Fernandes; Crespo, Cátia Fernandes; Silva, Graça Miranda; Nicola, Maura Bedin

Using the resource-based view, we examine the roles of international and digital orientations as determinants of the digitalization and the early internationalization strategies of international new ventures (INVs). We also examine the effect of implementing those strategies on the innovation performance of INVs during the COVID-19 pandemic. We tested this conceptual framework by using structural equation modeling (AMOS) on a database of 213 INVs. The results indicate that international orientation is a fundamental determinant of both strategies, while digital orientation only fosters a digitalization strategy. Moreover, both strategies were critical to increase innovation performance during the pandemic. This study expands the literature in the field of international entrepreneurship in three different ways: i) it highlights the relevance of innovation performance for INVs during the pandemic; ii) it underlines the relevance of both the early internationalization and the digitization strategies to promote innovation performance; and iii) it reinforces the importance of international and digital orientations as critical resources for defining strategy.

2023Journal article

Restricted access

Strategic responses of the family businesses in accommodation industry: lessons for overcoming crises

Publication . Crespo, Nuno Fernandes; Crespo, Cátia Fernandes; Calado, Maria

Purpose – The purpose of this study is threefold: 1) to examine the relevance of specific strategic orientations for family businesses in the context of an intense crisis such as the COVID-19 pandemic; 2) to investigate the role of a family adaptability in surviving the crisis; and 3) to assess how proactive strategic responses connected with marketing or retrenchment responses connected with reducing costs relate to the expected survival of the crisis. Design/methodology/approach – The method adopted is a quantitative research approach. The theoretical framework uses a partial least squares structural equation modeling (PLS-SEM) for the data collected from an online survey of a sample of 544 family businesses in the accommodation industry. Findings – This paper makes three main findings. First, family businesses that invest in operational marketing actions as a strategic response to the crisis have a high expectation of surviving the crisis. Second, family businesses that reduce their operational and labor costs as a strategic response have a low expectation of surviving the crisis. Third, the family business’s adaptability is also fundamental to their expectation of survival. Originality/value – This is the first paper to identify the possible reactions of family businesses to the COVID-19 crisis. the authors show that there are proactive or retrenchment strategic responses, and the authors relate those responses to the expectancy of surviving the crisis. This is also the first study to examine the relevance of family adaptability as a measure of the resilience of family businesses and, therefore, as a determinant of the expectation of surviving the crisis.

2023-03Journal article

Restricted access