Browsing by Author "Teixeira, Sara"
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- Exploring the impact of mobile marketing tools on the purchase intention of iberian consumersPublication . Teixeira, Sara; Nunes, AnaMobile devices have become an integral part of our daily lives, and people use them for numerous activities, including shopping. As a result, businesses must utilize mobile marketing tools to communicate with their customers and offer personalized and differentiated products. Mobile marketing employs various tools such as location-based services, mobile applications, and mobile e-mail to attract customers and stimulate their interest in purchasing a particular product. This research seeks to identify the mobile marketing tools that influence the Iberian consumer's purchase intention. The study collected data through a questionnaire from Iberian consumers using a non-probabilistic convenience sample. The study results showed that a positive attitude towards mobile marketing is a significant factor that influences the purchase intention of a product or service. The study also revealed that location-based services and mobile applications are the most effective tools in creating a favorable attitude towards mobile marketing and, consequently, the intention of Iberian consumers to purchase a product or service. This investigation aims to provide organizations and researchers with know-how on mobile marketing and the Iberian consumer's purchase intention so that they can make better decisions and encourage further research.
- Reverse Logistics: an approach to raising awareness of the risks caused by the incorrect disposal of expired drugsPublication . Oliveira, Zaila Maria; Teixeira, Sara; Souza, Elnivan; Souza, Cristiane; Pessoa, RosangelaThe growth in the manufacture of medicines and their consumption has potentiated an exponential growth in the improper disposal of medicines. This improper disposal comes from the population's lack of information or choice to do it the right way, increasing the risks of contamination of the environment and of the human being. This research seeks to contribute to the awareness of the risks that the incorrect disposal of expired drugs produces in the environment. This study was applied to Brazil, specifically to the state of Ceará. A quantitative methodology by questionnaire was developed with the population (N=71) and pharmacies in Ceará (N=7). The main results of this investigation indicate that there is misinformation among most of the population regarding the correct disposal practices and the impact of doing it incorrectly on the environment and the population. As for the establishments that sell medicines, there is a lack of interest in creating policies for the awareness of correct disposal. This study is intended to be of added value to government organizations, the academic community, and all those interested in reverse logistics in health and sustainability.
- Revisiting Strategy and Performance Concepts in the Strategy Tripod FrameworkPublication . Souza, Elnivan; Forte, Sergio; Teixeira, Sara; Oliveira, Zaila Maria; Teixeira, SandrinaThe association between Strategy and Financial Performance is commonly used in scientific research. However, the dichotomy between deliberate and emergent strategies, although already discussed by several researchers, does not have a consensus in the literature. Also, the predominant practice in the academy investigates the financial perspective of performance and usually does not consider its plural aspects. Based on this reflection, this theoretical study discusses gaps in Peng's et al. (2009) strategy framework focusing on Strategy and Performance. As a result, we propose a review of the strategy framework, incorporating four strategic stages (deliberate, delibergent, emergent, and emergerate) and plural performance. We also propose methodological research that can be performed in business strategy.
- Understanding the difficulties of leadership in the context of social entrepreneurshipPublication . Oliveira, Zaila Maria; Holanda, Tatiana Monteiro; Teixeira, Sandrina; Teixeira, SaraFemale leadership is a new perspective on leadership, as they seek to bring their intrinsic characteristics to the organizational environment. This research aims to verify the difficulties of female leadership, based on the theoretical assumptions that women face in the context of social entrepreneurship. The research is descriptive with a qualitative approach and field research strategy. The data was collected through interviews with representatives of two Brazilian companies based in the state of Ceará. The results reveal that the discrimination faced by women when they are in strategic positions is a recurring fact in the job market, even more so as they are part of a patriarchal society, particularly in Brazil. It is concluded that women still find themselves in an unfavorable environment, which is unaware of their potential, as well as the ability to overcome already exhausted business and organizational models.