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- Generation Z and Key-Factors on E-Commerce: A Study on the Portuguese Tourism SectorPublication . Vieira, Jorge; Frade, Rui; Ascenso, Raquel; Prates, Inês; Martinho, FilipaIn recent years, tourism has experienced remarkable growth worldwide. This sector is rapidly becoming the main export activity and the most important source of GDP growth in several countries. In Portugal, it represented around 19.7% of exports in 2019. The internet and online platforms contributed decisively to this growth. Generation Z already represents a considerable portion of society and, in the coming years, will become the central consumer segment. With this research, we intend to identify the key factors in the decision to purchase online, in Generation Z individuals, in the Portuguese tourism sector. We carried out a characterization of the sector, a bibliographic review and the identification of key variables. We applied a structured questionnaire to a sample of 233 individuals aged between 10 and 25 years. Subsequently, the data were processed using descriptive methodologies and association tests between variables. The key factors in the decision to purchase tourism products/services in Generation Z are Trust, Price, the use of aggregating websites, WOM/EWOM, the Offer of products/services online and the Online experience. In the opposite direction, it was given less importance to Convenience, Reviews on tourism websites, Tourism Advertising, Social networking and the possibility of Canceling the reservation. This study allows us to establish the bases for future research, to help researchers to understand Generation Z consumption habits.
- Determinants of Internationalization as Levers for Sustainability: A Study of the Portuguese Pharmaceutical SectorPublication . Vieira, Jorge; Frade, Rui; Ascenso, Raquel; Martinho, Filipa; Martinho, DomingosThe pharmaceutical industry is facing the pressure of a global economy, loss of value in local markets and the highly intense innovation that characterizes this sector. This has a heavy impact, particularly in smaller economies. With this investigation, we intend to identify the determinants of internationalization as levers for sustainability in the pharmaceutical export sector of a small economy. Data was collected from a sample representing 63% of the total universe, Portuguese pharmaceutical organizations with exporting activity. A contextualization of the sector and a bibliographic review were previously carried out, which laid the groundwork for the empirical framework. This study revealed a deeply internationalized sector conditioned by a few shortcomings, namely a certain lack of sustainable competitive advantages, relatively low investment in research and development (R&D), insufficient innovation in internationalization strategies as well as scarce institutional support. Our findings may help pave the way for a more complete understanding of the dynamics of internationalization in highly competitive sectors.
- Does Uncertainty Boost Exports? A Study on the Effect of Innovation and Marketing Capabilities in a Small and Innovation-Intensive SectorPublication . Vieira, Jorge; Frade, Rui; Martinho, Filipa; Martinho, DomingosThe main goal of this research is to study the impact of uncertainty on export performance, from a resource-based perspective. Despite the ample research on how economies behave during periods of high uncertainty, there is still a poor understanding of how this affects smaller sectors, particularly the most exposed to global competition. In this paper, we perform an evaluation of export performance for the Portuguese pharmaceuticals sector (PPI), before and after a period of considerable uncertainty. This study’s results show strong incremental performance gains, during this period. It also confirmed the importance of marketing capabilities, innovation and networking resources in developing international businesses.