DOES ENTREPRENEURIAL MARKETING MATTER? A STUDY ON EXPORT PERFORMANCE

Reynaldo Dannecker Cunha,Sergio Garrido Moraes 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Although many studies were conducted to understand the relationship between Export Marketing Strategies (EMS) and Export Marketing Performance (EMP) (Cavusgil & Zou 1994; Zou & Stan 1998) the majority involved medium-large size companies and took place on developed countries (Cunha, Rocha & Moraes, 2012). The role of managers on influencing marketing strategies (considering marketing mix decision about adaption or standardization) was not comprehensively analyzed. In order to fulfill some gaps Cunha (2012) developed a research to understand the empirical link on Micro and Small Enterprises (MSE) from emerging countries, but the role of entrepreneurs was not completely understood. In order to clarify this link, the reference model used was redesigned to explore Entrepreneurial Marketing (EM) and its influence on EMS and EMP. The relevance of MSE on emerging markets, especially in Brazil, is frequently explored considering number of existing companies and job generation in local market (according to SEBRAE & DIEESE (2013) MSE represent 99% of all Brazilian companies – 6.3 million firms, 52% of formal jobs and 40% of total wage paid in previous year). Together they represented 25% of GDP. Concerning internationalization and export activities, nineteen thousand companies generated US255 billion at foreign markets. More than 61% of them were MSE, but its sales participated with only 1% of this total (SEBRAE 2012). The EM construct has its foundations on studies developed by Hills and Hultman (2011) who tried to bring a consensus to definition, based on the mainstream concerns regarding this subject. They highlighted two complementary competences: planning (Filion 2000; Dornelas 2008; Nassif, Andreassi & Sim?es 2011); and intuition (Mitchell, Friga & Mitchell 2005; La Pira 2011; Nassif, Andreassi & Sim?es 2011). Both affect EMS and EMP differently. Our research was conduct with 173 MSE in order to examine the influence of entrepreneurial marketing on export marketing strategies and also the influence of EM and EMS on export performance. The results indicate that both entrepreneurs’ competences have a significant impact (Hair et al. 2009) on export marketing performance as anticipated in our hypothesis. Firstly, planning competence has a direct and positive effect on EMP because of a strategic variable related to perceived success of its international venture, and also because of an economic indicator related to exportation growing rate; it can be explained by the fact that a well and careful planning, allied to an high entrepreneurs’ commitment level may result on more success. The evidences are explained by strong training and support to intermediaries (distribution channel), that will help them better understanding and commercializing products - and through product strategy and packaging adaptation to the new market. Secondly, we also identified an unexpected effect caused by intuition – despite significance the influence was negative. Considering that we measured variables and perception in a three-year period, decisions based on intuition tend to be less result-oriented and carefully taken and results evaluation doesn’t have strong comparison bases. We observed an important effect of EM on export marketing strategy. (1) Product adaptation is strong and positively influenced by manager’s international competence (Douglas & Craig 1989; Cavusgil, Zou & Naidu1993). The entrepreneurs understand market rules, try to enhance competitiveness, respect local barriers and adapt offers diminishing risks. Investments reflect need or concern of matching market needs - i.e. label translation to local language. (2) Communication adaptation is positively influenced by entrepreneurs’ competence (high on planning and low on intuition), despite limited budget. (3) Price competitiveness is strong and positively influenced by entrepreneur planner. This expected effect corroborated the study of Cunha (2012), which identified the importance of adaptation of this marketing mix element to MSE, and also the relationship with pricing strategy as followers internationally (Solberg, St?ttinger & Yaprak 2006; Cunha & Moraes, 2011). (4) Considering distribution there is no influence of planner on support to intermediary. On the other hand, it is strong and negatively affected by intuitive entrepreneurs (our findings lead us to a conclusion that a lack of planning might jeopardize process of distribution adaptation). Our literature review showed that relationship and support to intermediaries is a key-success factor (Rosson & Ford 1982; Christensen, Rocha & Gertner 1987; Solberg, St?ttinger & Yaprak 2006). The negative result drove us to the importance of a well established relationship among exporters and intermediaries, as identified on the impact of export marketing performance by support to intermediaries –we expected to identify it on our research, but it seems that, if a company wants to succeed abroad it is mandatory to carefully manage this marketing element - one reason for our conclusions is supported by the Theory of Networks (Johanson & Vahlne 1990; Andersson, Forsgren & Holm 2002). All in all, our assumptions about the existent influence of entrepreneurial marketing on export marketing strategy and export marketing performance was supported in our study developed with MSE from emerging markets. We also observed the positive effect of EMS on EMP that fulfills our research objectives.

DOES ENTREPRENEURIAL MARKETING MATTER? : A STUDY ON EXPORT PERFORMANCE

Reynaldo Dannecker Cunha,Sergio Garrido Moraes 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10

Although many studies were conducted to understand the relationship between Export Marketing Strategies (EMS) and Export Marketing Performance (EMP) (Cavusgil & Zou 1994; Zou & Stan 1998) the majority involved medium-large size companies and took place on developed countries (Cunha, Rocha & Moraes, 2012). The role of managers on influencing marketing strategies (considering marketing mix decision about adaption or standardization) was not comprehensively analyzed. In order to fulfill some gaps Cunha (2012) developed a research to understand the empirical link on Micro and Small Enterprises (MSE) from emerging countries, but the role of entrepreneurs was not completely understood. In order to clarify this link, the reference model used was redesigned to explore Entrepreneurial Marketing (EM) and its influence on EMS and EMP. The relevance of MSE on emerging markets, especially in Brazil, is frequently explored considering number of existing companies and job generation in local market (according to SEBRAE & DIEESE (2013) MSE represent 99% of all Brazilian companies - 6.3 million firms, 52% of formal jobs and 40% of total wage paid in previous year). Together they represented 25% of GDP. Concerning internationalization and export activities, nineteen thousand companies generated US255 billion at foreign markets. More than 61% of them were MSE, but its sales participated with only 1% of this total (SEBRAE 2012). The EM construct has its foundations on studies developed by Hills and Hultman (2011) who tried to bring a consensus to definition, based on the mainstream concerns regarding this subject. They highlighted two complementary competences: planning (Filion 2000; Dornelas 2008; Nassif, Andreassi & Simões 2011); and intuition (Mitchell, Friga & Mitchell 2005; La Pira 2011; Nassif, Andreassi & Simões 2011). Both affect EMS and EMP differently. Our research was conduct with 173 MSE in order to examine the influence of entrepreneurial marketing on export marketing strategies and also the influence of EM and EMS on export performance. The results indicate that both entrepreneurs’ competences have a significant impact (Hair et al. 2009) on export marketing performance as anticipated in our hypothesis. Firstly, planning competence has a direct and positive effect on EMP because of a strategic variable related to perceived success of its international venture, and also because of an economic indicator related to exportation growing rate; it can be explained by the fact that a well and careful planning, allied to an high entrepreneurs’ commitment level may result on more success. The evidences are explained by strong training and support to intermediaries (distribution channel), that will help them better understanding and commercializing products - and through product strategy and packaging adaptation to the new market. Secondly, we also identified an unexpected effect caused by intuition - despite significance the influence was negative. Considering that we measured variables and perception in a three-year period, decisions based on intuition tend to be less result-oriented and carefully taken and results evaluation doesn’t have strong comparison bases. We observed an important effect of EM on export marketing strategy. (1) Product adaptation is strong and positively influenced by manager’s international competence (Douglas & Craig 1989; Cavusgil, Zou & Naidu1993). The entrepreneurs understand market rules, try to enhance competitiveness, respect local barriers and adapt offers diminishing risks. Investments reflect need or concern of matching market needs - i.e. label translation to local language. (2) Communication adaptation is positively influenced by entrepreneurs’ competence (high on planning and low on intuition), despite limited budget. (3) Price competitiveness is strong and positively influenced by entrepreneur planner. This expected effect corroborated the study of Cunha (2012), which identified the importance of adaptation of this marketing mix element to MSE, and also the relationship with pricing strategy as followers internationally (Solberg, Stöttinger & Yaprak 2006; Cunha & Moraes, 2011). (4) Considering distribution there is no influence of planner on support to intermediary. On the other hand, it is strong and negatively affected by intuitive entrepreneurs (our findings lead us to a conclusion that a lack of planning might jeopardize process of distribution adaptation). Our literature review showed that relationship and support to intermediaries is a key-success factor (Rosson & Ford 1982; Christensen, Rocha & Gertner 1987; Solberg, Stöttinger & Yaprak 2006). The negative result drove us to the importance of a well established relationship among exporters and intermediaries, as identified on the impact of export marketing performance by support to intermediaries -we expected to identify it on our research, but it seems that, if a company wants to succeed abroad it is mandatory to carefully manage this marketing element - one reason for our conclusions is supported by the Theory of Networks (Johanson & Vahlne 1990; Andersson, Forsgren & Holm 2002). All in all, our assumptions about the existent influence of entrepreneurial marketing on export marketing strategy and export marketing performance was supported in our study developed with MSE from emerging markets. We also observed the positive effect of EMS on EMP that fulfills our research objectives.

Characterization of elastic properties of pultruded profiles using model updating procedure with vibration test data

Cunha, Jesiel,Foltete, Emmanuel,Bouhaddi, Noureddine Techno-Press 2008 Structural Engineering and Mechanics, An Int'l Jou Vol.30 No.4

In this paper, a model updating technique in dynamics is used to identify elastic properties for pultruded GFRP-Glass Fiber Reinforced Plastic framed structural systems used in civil construction. Traditional identification techniques for composite materials may be expensive, while this alternative approach allows to identify several properties simultaneously, with very good precision. Furthermore, the procedure of a non-destructive type has a relatively simple implementation. Properties describing the mechanical behavior for beam and shell finite element modeling are identified. The used formulation is based on the minimization of eigensolution residuals. Important points concerning model updating procedures have been observed, such as the particular vibrational behavior of the test structure, the modeling strategies and the optimal placement of the sensors in the experimental procedure. Results obtained by experimental tests show the efficiency of the proposed procedure.

Gamification and Audience Response Systems in Foreign Language Education

Cunha Lima, Maria Luiza,성효정,Amaral, Maria João,임소라 한국외국어대학교 외국어교육연구소 2020 외국어교육연구 Vol.34 No.1

This paper describes how we integrated the concept of gamification into our newly developed Portuguese-as-additional-language teaching materials that were designed to be part of our book series Conversando em Português (Talking in Portuguese) (2019). We present here both the theoretical framework that presided over the elaboration of gamified elements and our methodology, and illustrate the approach with some sample work that focuses on the use of Audience Response Systems (ARS). In foreign language education, gamification has been employed in a variety of settings, from elementary levels up to college instruction. Creating motivation and stimulating interaction are two of the most important goals of any conversation-focused activity. Using Self-Determination Theory (SDT) as a theoretical background, we developed language learning games that can motivate and engage our students.

Characterization of elastic properties of pultruded profiles using model updating procedure with vibration test data

Jesiel Cunha,Emmanuel Foltête,Noureddine Bouhaddi 국제구조공학회 2008 Structural Engineering and Mechanics, An Int'l Jou Vol.30 No.4

In this paper, a model updating technique in dynamics is used to identify elastic properties for pultruded GFRP-Glass Fiber Reinforced Plastic framed structural systems used in civil construction. Traditional identification techniques for composite materials may be expensive, while this alternative approach allows to identify several properties simultaneously, with very good precision. Furthermore, the procedure of a non-destructive type has a relatively simple implementation. Properties describing the mechanical behavior for beam and shell finite element modeling are identified. The used formulation is based on the minimization of eigensolution residuals. Important points concerning model updating procedures have been observed, such as the particular vibrational behavior of the test structure, the modeling strategies and the optimal placement of the sensors in the experimental procedure. Results obtained by experimental tests show the efficiency of the proposed procedure.

Brazil’s New Vehicle Front Impact Safety Standards –ABNT NBR 15300-1 & ABNT NBR 15300-2 or ABNT NBR 15300-3: Is the Manufacturerer Choice the Safest for the Passenger?

V. A. CUNHA,X. L. TRAVASSOS 한국자동차공학회 2012 International journal of automotive technology Vol.13 No.4

To increase car passenger safety, the Brazilian National Traffic Council (CONTRAN) released Resolution 221,which defines the maximum passenger and driver biomechanical criteria in the event of a vehicle frontal impact. The vehicle maximum allowed biomechanical injury criteria will be enforced from January 2012 for new vehicles and in January 2014 for vehicles in production before January 2014. To standardize the test method to measure the driver and front passenger injury values in a frontal crash, Resolution 221 states that the tests must be performed according to the ABNT NBR 15300-1standard, followed by the ABNT NBR 15300-2 standard or the ABNT NBR 15300-3 standard. The use of ABNT NBR 15300-2 or ABNT NBR 15300-3 standards is a free choice for the manufacturer of the vehicle. The ABNT NBR 15300-1 +15300-2 test is similar to the FMVSS 208 standard in the United States in terms of its vehicle frontal impact test perpendicular to a rigid barrier with the use of seat belts by male model dummies. The test according to ABNT NBR 15300-1 + 15300-3follows the European ECE R94 and 96/79/EC standards. However, ABNT NBR 15300-2 focuses on occupant protection during vehicle deceleration rather than occupant protection during vehicle deformation in a crash test. ABNT NBR 15300-3tests occupant protection during vehicle deformation more than it tests occupant protection during vehicle deceleration. Therefore, this paper aims to show the types of test results produced by the ABNT NBR 15300-2 and ABNT NBR 15300-3standards and their differences concerning occupant protection verification and discuss the manufacturer’s freedom of choice.

Indirect Method for Quantification of Cellular Biomass in a Solidscontaining Medium Used as Pre-culture for Cellulase Production

F. M. Cunha,A. L. G. Bacchin,A. C. L. Horta,T. C. Zangirolami,A. C. Badino,C. S. Farinas 한국생물공학회 2012 Biotechnology and Bioprocess Engineering Vol.17 No.1

A process that combines the advantages of solid state fermentation (SSF) and submerged fermentation (SmF) could increase the efficiency of cellulase production required in the cellulosic ethanol industry. Due to the difficulty of measuring cellular biomass in the presence of solids, we developed a novel methodology for indirect quantification of biomass during production of the preculture for a combined fermentation process. Cultivation of Aspergillus niger was initiated as SSF using sugar cane bagasse as a solid substrate. Experiments were conducted in the absence of bagasse to determine growth kinetic parameters. Changes in glucose and biomass concentrations were measured. and the data were used for simulation employing a simple unstructured model. Parameters were estimated by applying a combination of Simulated Annealing (SA) and Levenberg-Marquardt (LM) algorithms to search for minimization of the error between model estimates and experimental data. Growth kinetics followed the Contois model, with a maximum specific growth rate (μmax) of 0.042/h, a yield coefficient for biomass formation (Yx/s) of 0.30 g/g and a death constant (kD) of 0.005/h.These parameters were used to simulate cellular growth in the solids-containing medium. The proposed model accurately described the experimental data and succeeded in simulating the cell concentration profile. The selected pre-culture conditions (24 h as SSF followed by 48 h as SmF) were applied for cellulase production using the combined fermentation process and resulted in an endoglucanase activity (1,052 ± 34 U/L) greater than that obtained using the conventional SmF procedure (824 ± 44 U/L). Besides the standardization of pre-culture conditions, this methodology could be very useful in systems where direct measurement of cell mass is not possible.

Fever and Prominent Arthralgia in a Traveler who Returned from Amazonia: Differentiating between Dengue Fever and Chikungunya Fever

Burke A. Cunha,Arthur Gran,Natalie C. Klein 대한감염학회 2015 Infection and Chemotherapy Vol.47 No.2

Globalization, Instability and the New World Economic Order: comparing development strategies of Brazil and the Republic Korea

André Moreira Cunha,Andrés Ferrari 한국 포르투갈-브라질 학회 2009 포르투갈-브라질 연구 Vol.6 No.2

Este trabalho procura comparar as estratégias recentes de desenvolvimento de Brasil e Coréia do Sul, considerando suas experiências no período que se seguiu ao término da Segunda Grande Guerra Mundial, quando ambos se tornaram nações industrializadas. Procura‐se enfatizar os últimos quinze anos, que têm sido caracterizados, dentre outras coisas: (i) a conformação de uma nova ordem internacional, econômica e política, onde o unilateralismo do imediato pós‐guerra fria se transformou em um ambiente muito mais complexo; (ii) a emergência de novas potências, especialmente a China; (iii) uma crescente instabilidade financeira; e (iv) a decadência das estratégias nacionais inspiradas no Consenso de Washington.

Mechanical properties evaluatin of alumina-zirconia-spinel ceramic composites using ultrasonic pulse velocity

B. M. Cunha,R. M. P. B., Oliveira,V. T. S. Aragão,C. O. D. Martins 한양대학교 세라믹연구소 2019 Journal of Ceramic Processing Research Vol.20 No.2

The evaluation of mechanical properties is essential to the performance guarantee of the material. However, this process is verycomplex for ceramic materials due to the variety of defects of such material. The aim of this work was to investigate the useof ultrasonic velocity measurements to the determination of mechanical properties in ceramic composites. To accomplish this,seven batches of alumina/zirconia, alumina/spinel and alumina/zirconia/spinel refractories were grinded, uniaxially pressed at100 MPa and sintered at 1550 oC. The evaluation of ultrasonic pulse velocity (UPV) was performed in commercial equipmentwith a transducer of 5 MHz. The results showed that the addition of zirconia and spinel to the alumina matrix increased thecompression resistance of the matrix in 75%. Furthermore, exponential equations relating mechanical properties and UPVwere found and it was observed the existence of an intrinsic relation between these parameters.