263 documentos indexados para periódico RAUSP Management Journal

Purpose This study aims to propose a hybrid methodological framework that integrates quasi-experimental design, unsupervised clustering and supervised machine learning algorithms to identify distinct adoption profiles in metaverse contexts, advancing beyond traditional confirmatory statistical approaches. Design/methodology/approach A quasi-experimental study involving 310 undergraduates who were exposed to three metaverse applications on Meta Quest devices was conducted. K-means clustering, based on seven constructs, identified segments that were validated using random forest and support vector machine, supported by factor analysis and comparative tests. Findings Two adoption profiles emerged: Skeptics/pragmatists (38.1%) and enthusiasts (61.9%). Perceived value, perceived usefulness and trust were the strongest predictors, with Social Influence and Enjoyment as supporting factors. Both models showed excellent predictive performance (AUC-ROC = 1.000; 0.994) and large effect sizes, confirming the validity of the segments. Research limitations/implications This study is limited to a single-university sample, thereby restricting generalizability across diverse organizational contexts. Future research should replicate this methodology across various cultural and organizational settings to validate its generalizability. Practical implications The results offer actionable insights for leaders and educators on tailoring immersive experiences by emphasizing perceived usefulness, trust and value creation to enhance engagement and participation in Metaverse environments. Social implications This study highlights the opportunities and risks of immersive technologies, emphasizing gamification and attention management mechanisms to reduce cognitive distraction and enhance focus in educational and organizational contexts. Originality/value This study combines quasi-experimental design, unsupervised clustering and supervised machine learning as an alternative to confirmatory-only adoption models. This study advances metaverse adoption research by linking segment-based evidence to behavioral interpretation grounded in usefulness, value, trust, presence and immersive engagement.

Purpose Massive open online courses (MOOCs) have emerged as innovative tools for aspiring managers, offering flexible learning opportunities for skill enhancement. This study aims to integrate learning goal orientation (LGO) with the technology readiness (TR) and acceptance model to explore MOOC adoption intentions and self-reported task performance. Design/methodology/approach Data from 410 postgraduate management students from India were analyzed using partial least squares–structural equation modeling to assess direct relationships and mediation effects. Findings Findings reveal that TR traits – specifically innovativeness and optimism – enhance perceived ease of use (PEOU) and perceived usefulness (PU), whereas insecurity and discomfort hinder them. LGO positively influences PEOU and task performance. Mediation analysis shows that PEOU and PU play significant parallel and serial mediating roles between LGO and adoption intentions, with the model explaining 54.4% of the variance in behavioral intention. Practical implications These findings offer actionable insights for MOOC providers: promoting ease of use and usefulness and addressing learner anxieties can enhance adoption and learning outcomes. Examining individual and technological factors that influence adoption and task performance, this study contributes to a deeper understanding of how learners engage with MOOCs and how providers can enhance MOOC effectiveness to improve user retention and impact. Originality/value The findings contribute to the MOOC adoption literature by demonstrating how individual traits and technology characteristics influence adoption intention and self-reported task performance. Notably the study examines the parallel and serial mediation influences in addition to the direct effects.

Purpose This study aims to examine the relationship between digital transformation search volume and stock returns in the Vietnamese stock market. Design/methodology/approach The authors collected weekly data from Google Trends and vn.investing.com, spanning from week 33 of 2019 to week 32 of 2023. Using this data set, the authors used various quantitative approaches, including VAR-Granger, Ordinary Least Squares (OLS) and Copula, to test the relationships between variables. Findings The results obtained from VAR-Granger analysis reveal a unidirectional causality from digital transformation search volume to the stock returns of VN-Index, VN-30 and VN-100. Findings from the OLS indicate a negative lagged impact of search volume on digital transformation for stock returns. Moreover, using the Copula approach, the authors determine that the structural dependency between the search volume for digital transformation and the VN-Index follows a normal distribution. This suggests that simultaneous positive and negative changes between the variables are equally likely to occur. Research limitations/implications The study is meaningful further research. Practical implications The study is meaningful for stakeholders: investors and policymakers. Originality/value By offering these insights, this paper contributes to a deeper understanding of the relationship between digital transformation and firm performance within the stock exchange market.

Purpose How can companies balance marketing and research and development (R&D) to sustain competitive advantage through performance? Although these resources are widely recognized as key strategic investments, it remains unclear under what conditions and time frames they generate sustained impacts on firm performance. This study aims to examine the individual and combined impacts of marketing and R&D on market share and profitability over time, while accounting for prior performance levels. Design/methodology/approach Using 18 years of panel data, the authors examine how marketing and R&D investments affect market share and return on assets over a four-year period and under four distinct prior performance conditions. Findings Marketing yields rapid market-share gains but loses strength over time, whereas R&D offers slow yet steady improvements in market share and profitability. Joint investments yield modest but consistent profit gains, particularly when firms previously had low market power and high profit efficiency. Marketing, either alone or in combination with R&D, enhances future profitability for firms that previously had weak market power and efficiency, whereas firms strong in both dimensions face diminishing returns. Research limitations/implications The evidence clarifies how marketing and R&D investments dynamically shape firm performance, offering a more precise understanding of their interaction and sustainability. Practical implications Managers can use these insights to allocate financial resources strategically, thereby optimizing both short-term and long-term performance. Social implications Empowering companies to harness sources of competitive advantage improves sustained performance, thereby enhancing firm-level competitiveness and the persistence of profitability over time. Originality/value This research uniquely integrates marketing and R&D investment strategies, demonstrating how their interplay, contingent on prior performance, sustains long-term competitive advantage.

Purpose This study aims to examine a competency model of social commerce (s-commerce) for small and medium-sized enterprises (SMEs) performance and explores the moderating effect of locus of control on s-commerce success. Design/methodology/approach Based on the technology-organization-environment (TOE) framework, the authors collected 414 samples and analyzed them using structural equation modeling. Findings The study finds that information and communication technologies, business processing, security and privacy, trust and governmental support each have a significant positive effect on s-commerce success for SMEs. Customer service, organizational culture and support from business partners do not significantly affect s-commerce success. In addition, locus of control strongly moderates the relationships between specific TOE factors – namely, business processing, security, trust and government support – and s-commerce success, either strengthening or weakening these effects depending on the individuals’ locus of control. Research limitations/implications The study records data from a single country and looks at SMEs from a variety of industries, thus caution is required to generalize the findings. Practical implications This study highlights how emerging technologies drive s-commerce success, especially in boosting revenue and sales through advanced generation and materials. Social implications These results highlight the value of s-commerce in the TOE framework for understanding key aspects of SME performance and sustainability. Originality/value This study identifies key future research areas for SMEs’ e-commerce, emphasizing digital marketing strategies to guide future research on s-commerce growth.

Purpose This paper aims to examine the role of marketing intermediaries in the customer journey, identify key dimensions and analyze how different intermediaries influence customer experiences across various purchase stages. Design/methodology/approach A systematic literature review analyzed 36 articles from the Scopus and Web of Science databases. The methodology followed a structured approach using assembling, arrangement and assessment criteria, complemented by coding and categorization processes to identify key dimensions and patterns in the literature review. Findings The analysis identified ten key dimensions that define marketing intermediaries’ roles and four main types: surrogate consumers, opinion leaders, expert sources and supplier-affiliated intermediaries. The results show that surrogate consumers and supplier-affiliated intermediaries affect all stages of the journey, while opinion leaders and expert sources primarily influence the pre-purchase stage. This study reveals that, despite shared characteristics, the impact of intermediaries varies significantly across contexts and types. Research limitations/implications This study advances consumer behavior theory by providing a comprehensive framework of marketing intermediary dimensions and their influence on customer journeys. It also strengthens stakeholder theory by systematically analyzing diverse intermediaries in the value-creation process. Practical implications Organizations can develop more effective marketing strategies by selecting appropriate intermediaries for different journey stages and enhancing service personalization and customer experience management through targeted engagement with intermediaries. Social implications This research illuminates how marketing intermediaries shape consumers’ decisions and experiences in the digital age. This contributes to a better understanding of social influence on purchase decisions and market dynamics. Originality/value This systematic investigation of marketing intermediaries in the customer journey provides a novel framework for understanding their defining dimensions and their impact across purchase stages, thereby filling a significant gap in the marketing literature.

Purpose This study aims to explore the factors influencing digital adoption within family businesses, highlighting its role in ensuring operational continuity, competitiveness and long-term viability. Design/methodology/approach A qualitative multiple-case study incorporated in-depth interviews with representatives from 13 family businesses across diverse industries. Data were analysed using thematic coding and cross-case analysis to identify key themes and rationales behind digital adoption. Findings This study identifies nine primary rationales for digital adoption: agility, collaboration, competitiveness, cost efficiency, productivity, innovation, sales orientation, time savings and operational streamlining. This study proposed a conceptual model to illustrate these forces. Research limitations/implications The findings enrich existing literature on family business digitalization by identifying key drivers and proposing a conceptual framework. Given its geographic focus, scholars should cautiously generalize findings. Practical implications Family business practitioners can leverage the identified forces to adopt digital technologies strategically, enhancing operational efficiency and market relevance. Social implications Digital adoption supports family business sustainability, job creation and long-term economic contributions. Originality/value This research provides actionable insights into digital adoption rationales for the family business operating within a developing economy.

Purpose This study aims to examine how family-related cyberloafing impacts dual-role conflict, multitasking skills and work−life balance among Indonesian first-generation professional working women. The study draws on cognitive dissonance theory to examine how digital behaviors can reduce psychological stress when professional and familial expectations conflict. Design/methodology/approach In Indonesia, 335 first-generation professional working women from dual-income households were surveyed online. Multitasking skills, dual-role conflict, family-related cyberloafing and work−life balance were examined using structural equation modeling. Findings Results suggest that family-related cyberloafing mediates dual-role conflict, multitasking capacity and work−life balance. The findings show that cyberloafing can help professional women manage contradictory responsibilities and multitasking, reducing dissonance and maintaining work−life balance. Research limitations/implications This study advances cognitive dissonance theory by presenting cyberloafing as a coping mechanism rather than a negative work practice. Digital micro-behaviors are used to explain role conflict and adaptive control in the work−life literature. Practical implications Organizations should explore ways to curb cyberloafing and acknowledge that some forms may help employees psychologically adjust to and manage their roles. Management practices that limit digital use may improve the well-being and performance of professional women. Social implications The findings highlight how technology-mediated coping supports women navigating dual roles in emerging economies. Recognizing these adaptive strategies can inform broader discussions on gender equity, workplace inclusion and the social sustainability of dual-income households. Originality/value Family-related cyberloafing is a new mediator of work−life conflict, and cognitive dissonance theory explains its involvement. It provides culturally grounded insights into how Indonesian professional women use technology to balance dual roles.

Purpose This paper aims to map the creation and evolution of centering resonance analysis (CRA). This method was an innovative approach developed to conduct textual content analysis in a semi-automatic, theory-informed and analytically rigorous way. Nevertheless, despite its robust procedures to analyze documents and interviews, CRA is still broadly unknown and scarcely used in management research. Design/methodology/approach To track CRA’s development, the roadmapping approach was properly adapted. The traditional time-based multi-layered map format was customized to depict, graphically, the results obtained from a systematic literature review of the main CRA publications. Findings In total, 19 papers were reviewed, from the method’s introduction in 2002 to its last tracked methodological development. In all, 26 types of CRA analysis were identified and grouped in five categories. The most innovative procedures in each group were discussed and exemplified. Finally, a CRA methodological roadmap was presented, including a layered typology of the publications, in terms of their focus and innovativeness; the number of analysis conducted in each publication; references for further CRA development; a segmentation and description of the main publication periods; main turning points; citation-based relationships; and four possible future scenarios for CRA as a method. Originality/value This paper offers a unique and comprehensive review of CRA’s development, favoring its broader use in management research. In addition, it develops an adapted version of the roadmapping approach, customized for mapping methodological innovations over time.

Purpose The purpose of this paper is to establish a conversation between international business and international entrepreneurship literatures by analyzing if and how international opportunities are related to the internationalization process of the firm. Design/methodology/approach This paper reports finding from a backward-looking longitudinal, qualitative, embedded case study of an internationalized Brazilian firm, covering all 13 foreign markets where the firm has operated over 18 years. Findings Modal shifts within foreign markets were rare. Over time, the firm learned how to refine, rather than change, the servicing modes within each foreign market; it also learned how to better develop internal and exploitative opportunities, manage a portfolio of servicing modes across foreign markets, and use more complex mode servicing packages. Overall, international opportunities and the internationalization process of the firm were inextricably connected. Research limitations/implications The authors acknowledge limitations related to the statistical generalizability of the research method and suggest that statistical validation is needed as the research on opportunities and the internationalization process of the firm progresses. Practical implications Internationalizing firms should carefully consider the choice of entry mode in foreign markets. They should also understand that learning is not necessarily associated with change. Originality/value The authors show that the internationalization process of a traditional firm can be analyzed through an opportunity lens. This means associating characteristics of international opportunities with mode continuation and modal shifts in all foreign markets where the firm operates.

Purpose This study aims to analyze the influence of future expectations of the book-to-market ratio (B/M) and return on equity (ROE) in explaining the Brazilian capital market returns. Design/methodology/approach The study analyzed the explanatory power of risk-factor approach variables such as beta, size, B/M ratio, momentum and liquidity. Findings The results show that future expectations of the B/M ratio and ROE, when combined with proxies for risk factors, were able to explain part of the variations of Brazilian stock returns. With respect to risk factors approach variables, the authors verified the existence of size and B/M effects and a liquidity premium in the Brazilian capital market, during the period analyzed. Research limitations/implications This research was limited to the non-financial companies with shares traded at Brasil, Bolsa and Balcão, from January 1, 1995 to June 30, 2015. This way, the conclusions reached are limited to the sample used herein. Practical implications The evidences herein presented can also contribute to establishing investment strategies, considering that the B/M ratio may be calculated through accounting information announced by companies. Besides, using historical data enable investors, in a specific year, to calculate the predictor variables for the B/M ratio and ROE in the next year, which enhance the explanatory power of the current B/M, when combined in the form of an aggregate predictor variable for stock returns. Originality/value The main contribution of this study to the literature is to demonstrate how the expected future B/M ratio and ROE may improve the explanatory capacity of the stock return, when compared with the variables traditionally studied in the literature.

Purpose This paper aims to identify a possible mismatch between the theory found in academic research and the practices of investment managers in Brazil. Design/methodology/approach The chosen approach is a field survey. This paper considers 78 survey responses from 274 asset management companies. Data obtained are analyzed using independence tests between two variables and multiple regressions. Findings The results show that most Brazilian investment managers have not adopted current best practices recommended by the financial academic literature and that there is a significant gap between academic recommendations and asset management practices. The modern portfolio theory is still more widely used than the post-modern portfolio theory, and quantitative portfolio optimization is less often used than the simple rule of defining a maximum concentration limit for any single asset. Moreover, the results show that the normal distribution is used more than parametrical distributions with asymmetry and kurtosis to estimate value at risk, among other findings. Originality/value This study may be considered a pioneering work in portfolio construction, risk management and performance evaluation in Brazil. Although academia in Brazil and abroad has thoroughly researched portfolio construction, risk management and performance evaluation, little is known about the actual implementation and utilization of this research by Brazilian practitioners.

Purpose Understanding the reasons that lead civil servants to abandon their offices is an important step towards qualifying personnel management in the Federal Administration. The purpose of this study is to present an initial approach to the subject and to investigate variables that favor or reduce the turnover intention among civil servants in the Federal Executive Branch. Design/methodology/approach To fulfill the objective stated, the study resorted to variables of values, expectations and affective commitment to the organization. Variables were tested in a model of structural equations capable of verifying if these are antecedent or not of the turnover intention levels in a sample comprising 228 civil servants. Findings The validation of a model of structural equations unveiled a statistically relevant relation of dependence among values, expectations and the affective commitment to the organization. Moreover, engagement proved to be a mediator of the relation between the other variables and the turnover intention. Originality/value The work contributed to literature by presenting evidence that low expectations among civil servants bring low affective commitment which, in turn, leads to higher willingness to quit organizations. On the other hand, the same model showed that self-transcendent values, typical to the public career (serve the public), prevail among civil servants and positively impact commitment. This scenario shows that in people management all these elements of values and expectations must be worked on to reduce the number of civil servants that quit the government every year, as well as the high costs associated with quitting.

Purpose This paper aims to evaluate the impact of Federal University of Bahia’s Business Administration graduate programs on graduates’ competency, career and income development. Design/methodology/approach It is a descriptive study, for which a survey was applied and the data were analyzed using quantitative techniques (descriptive analysis, factorial analysis, t-test, Mann–Whitney test and regression analysis). Data collection was conducted through an electronic questionnaire sent to the graduates in the period between 1998 and 2012. Findings The results show that in general, the research participants perceive competency, career and income development after the course. At the same time, a comparison between the graduates of academic and professional axes (courses) was carried out, and in general, there is a certain similarity between perceptions. Originality/value This research contributes to the theoretical field on evaluation of graduates, both from a methodological point of view, because of conducted statistical analysis that is complementary to other methods used, and from a practical point of view, as it offers redesign and improvement elements to the program’s curricula and teaching-learning methodologies so that it can maximize competency development, career and income of graduates.

Purpose This study aims to analyze the influence of taxes and corporate governance on the dividend policy of Brazilian companies. Design/methodology/approach The authors identify the changes of the tax legislation in Brazil in the period 1986-2011 and check their effect on corporate dividend policies for preferred and common shares. The authors use panel data Probit and Tobit estimation to verify the probability of companies to pay dividends under different tax regimes. The final sample comprises 672 companies, 1,159 traded stocks and 30,134 observations Findings The authors’ results suggest that changes in the tax legislation have a significant influence on dividend payments. Also, firms do not follow target payout ratios, but dividends are moderately dependent on past payments. Dividend payouts are affected by stock voting rights, privatization and dividend deductibility. Changes in regulation that reduce the agency problems among shareholders affect positively payout ratios. Practical implications For managers, maximizing shareholders’ value requires taking into account the consequences of the taxation when designing financial policies for the firm. For investors, stock portfolio selection should take into account payout behavior and how changes in dividend taxation affect stocks’ value. For policymakers, the effects of changes in the tax code on corporate behavior are of utmost importance to stimulate private investment and economic growth. Originality/value There are several tax law changes in Brazil within the period analyzed, creating a good opportunity to study the effect of taxation on dividend policy and its dynamics over time.

Purpose The purpose of this paper is to discuss the concept of Administration of Justice as a research field and set out an agenda for future studies that could promote the production of scientific knowledge in this area. Design/methodology/approach This paper explores the idiosyncratic features, dimensions of analysis upon the Administration of Justice, states a research agenda and discusses the main challenges on this theme. This paper conceptualizes Administration of Justice as a research field and discusses related phenomena from institutional and economic perspectives on innovation, performance, governance and legitimacy. Findings As a research field, Administration of Justice is defined as a set of theoretical concepts, research methods and techniques, aiming to investigate the management processes associated with the use and articulation of resources, knowledge and institutions, at different levels of the justice system, and their influence on the provision of justice in a given social context. As social phenomena, four levels of analysis are proper to investigate the justice system: societal, inter-organizational, organizational and operational. Innovation, performance, governance and legitimacy are central themes of the Administration of Justice and present various gaps and research opportunities. Research limitations/implications The main implications is the proposal of an agenda for future studies on the Administration of Justice field, which is an important step in raising awareness of the issue. Originality/value Administration of Justice encompasses a growing interest among academics, justice practitioners and public managers regarding managerial and political practices carried out in the justice system. Although relevant, this subject has been scarcely studied by the management community. This paper invites community to adopt an organizational and institutional perspective to Administration of Justice, setting an agenda for future research.

Purpose The survival and growth of organizations presently depend on managing processes and capabilities to effectively use large volumes of data from different sources to assist organizations’ strategic and operational goals. This paper aims to test the relationship between organizational analytical capabilities (OAC), the performance results in organizational resilience (OR) and the business process management maturity (BPMM). Design/methodology/approach Based on a survey of companies operating in the state of Espírito Santo, Brazil, a conceptual model was proposed and tested using the partial least squares algorithm. Findings The results confirm the proposed theoretical hypotheses that OAC and BPMM positively impact OR. In addition, the results show that OAC exert a moderating effect on the relationship between BPMM and OR. Practical implications It is understood that stimulating the practice of data and information analysis in the organizational routine translates into a relevant managerial behavior, as this attitude leverages the knowledge development and understanding about how to manage unexpected risk events, enabling companies to assess their ability to react to disruptions, even in terms of operational failures.

Purpose Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity. Design/methodology/approach Four studies involving 664 respondents were conducted to analyze the effectiveness of the endorsement. In addition to verifying the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity. Findings The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement, demonstrating that although new celebrities are less affected by acclaimed celebrities, as they become better known, to use the endorsement of celebrities with charisma and who relating in some way to the aspiring celebrity, can be an effective strategy, especially for the beginners in the career. Originality/value This research contributes to the knowledge of celebrity endorsement to fill the lack pointed out in previous studies in the field over the effectiveness of this effect and, above all, the moderator variables that can influence or even annul this effect. In addition, by developing its own image and reputation, the aspiring new celebrity receives less influence from the endorser.

Purpose This study aims to identify to what extent the economic factor effect is more salient in shaping inward foreign direct investment (IFDI) than are institutional factors in G-20 inflow patterns. Design/methodology/approach Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method was applied using the World Bank Governance and Development Indicators, followed by a panel data technique over the period 2005-2015 to estimate the connections between the different dimensions of economics, institutions and IFDI in the G-20. Findings Results showed that countries with better economic performance contrasting with the governance indicators are more effective at attracting IFDI. However, the correlation between FDI intensity and governance indicators has been found relatively weak, which may suggest a more controversial role of institutions as determinants of IFDI. Research limitations/implications This quantitative approach uses a country-level set of variables; therefore, the authors suggest the development of more firm-level analysis of the impact of institutions. Also, the limitation of the TOPSIS method itself is based on heuristic assumptions. Practical implications The main findings point to a relatively low impact of institutions on IFDI. The authors suggest that the global financial crisis has changed the rationale of decision-making by multinational companies. Originality/value The originality of the present study was to apply a multi criteria decision-making technique on FDI’s analysis combined with institutional data.

Purpose The purpose of this paper is to propose a framework to distinguish between various types of antecedents and consequences of impulse buying. The authors tested it using a meta-analytical approach. Design/methodology/approach The authors examined 12 databases and analyzed 178 relationships in 100 articles. For the quantitative data analysis, the authors used the coefficient of correlation r as a metric to measure the effect size of the studied scope variables. Findings The findings of this meta-analysis demonstrated significant relation of antecedents and consequences of the impulse buying behavior, such as consumer impulsiveness (r = 0.464), materialistic consumption (r = 0.344), purchase pleasure (r = 0.270), hedonic value (r = 0.311), income (r = 0.703), gender (r = 0.150), age (r = −0.062), store atmosphere (r = 0.166), decision-making (r = 0.703) and positive emotions (r = 0.323). Research limitations/implications This meta-analysis reviewed relationships found worldwide in the literature, expanding and improving the current knowledge. The meta-analysis identified ways that research on impulse buying is lacking and presented suggestions for the elaboration of new studies to allow future researchers to better define their agendas. Practical implications This meta-analysis brings important questions, such as impulse buying behavior is associated not only with consumer impulsiveness but also with materialistic consumption. Originality/value This research tested the impact of the antecedents and consequences of impulse buying and presented important results through this meta-analytical review. This meta-analysis contributes to the marketing literature, with a set of empirical generalizations, including relationship coefficients and calculated fail-safe numbers.