Ana Maria Soares

Applying to higher education: information sources and choice factors

Higher education institutions are facing increasingly complex challenges, which demand a deeper understanding of the sources prospective students use when applying to a higher education institution. This research centres on students’ decision‐making process for higher education institutions, focusing on the pre‐purchase period, and, in particular, the information sources and choice factors students draw on when selecting a higher education institution. A survey was administered to students who were enrolling for the first time at a Portuguese university, yielding a total sample of 1641. The findings reveal that the university website is rated among the three most used sources of information by the majority of respondents. The results also show that geographical proximity is the most important choice factor for a higher education institution. Conclusions, implications and avenues for future research are presented.

From Social to Marketing Interactions: The Role of Social Networks

The purpose of this article is to analyze the impact of social interactions on marketing interactions within social networks (SN). We propose and test a structural model of relationships embracing the following constructs: Social Relationships, Trust, Information Disclosure, Word of Mouth (WOM) and Attitude toward Advertising. Data were gathered through the application of a structured questionnaire to a sample of 150 university students. The results validate the proposed model and support five out of seven hypotheses. The findings evidence that Social Relationships are significant predictors of Information Disclosure, WOM and Attitude toward Advertising. Similarly, Trust acts as a predictor of Information Disclosure and WOM. Overall, social interactions have a positive and significant impact on marketing interactions.

Advertising in online social networks: the role of perceived enjoyment and social influence

Purpose – The purpose of this study is to analyse the impact of perceived enjoyment in advertising response in online social networks (OSN). The authors propose and test a structural model explaining response to OSN advertisements embracing perceived enjoyment, social influence and advertising-related variables. Design/methodology/approach – Data were gathered through the application of a structured questionnaire to a sample of 126 students of the same scientific area (marketing and communication studies). Findings – The results validate the proposed model and support nine out of ten hypotheses. The study supports the role of perceived enjoyment as a predictor of both social identity and group norms. Furthermore, social identity and group intention have a positive impact on perceived advertisement relevance. Finally, group intention towards advertisements and perceived advertisement relevance have a positive impact on perceived advertisement value, which in turn impacts positively on response to OSN adver...

The Cultural Metaphor Revisited Exploring Dimensions, Complexities and Paradoxes through the Portuguese Fado

This article develops the Fado, a unique folk music form, as a cultural metaphor for Portugal. This process illustrates the value of the metaphoric methodology as a means to deepen understanding of national cultures. Findings yield three major insights. First, the Fado metaphor provides a rich illustration of the Portuguese cultural mindset, embraced by the population as an enduring representation of national identity. Second, the Fado metaphor enables us to incorporate cultural characteristics represented by several traditional dimensions frameworks to elucidate our understanding of significant cultural factors. Third, the cultural metaphor method breaks through the constraints imposed by dimensional research and enables us to understand intra-cultural variations in attitudes, behaviors, and values. Particularly, the identification of cultural paradoxes constitutes a major contribution of this work. Paradoxes described here capture the dialectic nature of Portuguese culture in the areas of Fatalism and Perseverance; Large Power Distance and Equality; Uncertainty Avoidance and Risk-Taking; Group Orientation and Isolation; and Private and Shared Space. Cet article fait du Fado, une forme musicale unique, une métaphore culturelle du Portugal. Ce processus illustre la valeur de la méthodologie métaphorique comme moyen d’enrichir la compréhension des cultures nationales. Il y a trois résultats intéressants. Tout d’abord, la métaphore du Fado illustre richement la mentalité culturelle portugaise. En un second lieu, cette métaphore nous permet d’intégrer des caractéristiques culturelles représentées par plusieurs cadres de dimensions traditionnelles afin d’élucider notre compréhension de facteurs culturels signifiants. Et enfin, la méthode permet de sortir des contraintes imposées par la recherche dimensionnelle et nous permet de comprendre les variations inter-culturelles dans les attitudes, les comportements et les valeurs. Plus particulièrement, l’identification des paradoxes culturels constitue une contribution majeure de ce travail. Les paradoxes décrits ici saisissent la nature dialectique de la culture portugaise dans les domaines du fatalisme et de la persévérance; de la distance avec le pouvoir et de l’égalité; de l’évitement de l’incertitude et de la prise de risque; de l’orientation du groupe et de l’isolation ; de l’espace privé et de l’espace partagé.

Linking intangible resources and export performance: The role of entrepreneurial orientation and dynamic capabilities

This research draws upon the resource-based view and the dynamic capabilities view’s premise that a firm’s resources and capabilities determine competitive advantage. Specifically, the purpose of this paper is to develop and test a model entailing simultaneously the impact of intangible resources; and dynamic capabilities and entrepreneurial orientation on export performance.,Therefore, the authors developed a study based on a survey of 265 Portuguese exporting companies. Data were submitted to a multivariate statistical analysis and a linear regression model was applied in order to predict the influence of the intangible resources on export performance. The structural equations model was used for this purpose.,The results show that export performance is directly impacted by dynamic capabilities and entrepreneurial orientation. However, intangible resources do not have a significant direct impact on entrepreneurial orientation; they do have an indirect effect through the mediation of dynamic capabilities. These findings highlight the catalyst role of dynamic capabilities and entrepreneurial orientation, leveraging the role of intangible resources as antecedents of export performance. These findings are valuable inputs for exporting managers and public entities.,While previous authors have attempted to analyse certain aspects of this process (linkage between intangible resources and export performance), this research developed a framework that combines these ones with entrepreneurial orientation and dynamic capabilities.

Aminobenzocoumarinylmethyl esters as photoactive precursors for the release of butyric acid

The evaluation of the photorelease of a carboxylic acid drug, using butyric acid as a representative model, was carried out by using 7-amino-4-chloromethyl-2-oxo-2H-naphtho[1,2-b]pyran, an aminobenzocoumarin, and its mono- and di-methylated or ethylated derivatives. This study was intended to improve the release of butyric acid from benzocoumarins by the addition of an amino group to the heterocycle by applying the knowledge of second-generation coumarinylmethyl-based photoremovable protecting groups. Photolysis studies were performed on the resultant ester cages by irradiation in a photochemical reactor at 254, 300, 350 and 419 nm, using methanol/HEPES buffer 80 : 20 solutions as solvent. The data obtained showed that these new fluorescent aminobenzocoumarins are superior to all the previously tested benzocoumarins with the same or different ring fusions. The photophysics of the compounds was characterised by both steady state and time-resolved methods.

Studying Abroad: Developing a Model for the Decision Process of International Students.

ABSTRACT Attracting international students is increasingly important for higher education institutions. In order to contribute to the understanding of how international students choose a university, we conducted a qualitative study in a public university in the north of Portugal. Results show that students seek an international experience mainly for personal, academic and professional development reasons, relying on personal contacts as information sources and support groups. Academic reputation and quality are the most important attraction factors. We develop a theoretical model of the studying abroad decision process, including the main motivations to leave the country of origin, the information sources and the decision factors.

The Impact of Market-Related Factors on the Entry Mode of Small and Medium Enterprises

Understanding a firms internationalization processes, including entry mode decisions, has attracted increasing attention from the literature in international business. This article researches the impact of market determinants on the entry modes choice of exporting small and medium enterprises (SMEs), specifically on the variables associated with the home market, the host market, and the proximity between them. Following a quantitative methodological approach, an Internet survey was applied to AIMinhos associates, a regional industry association in Northern Portugal. Principal components analyses and Mann-Whitney tests were performed to analyze data. The studys results reveal a patent preference of SMEs for export entry modes in detriment of both contractual and investment modes. Moreover, results reveal the lack of influence of market-related variables on the choice between exports or contractual entry modes. This research contributes to the current knowledge on SMEs internationalization by aggregating in one single study all market-related variables identified in the literature.

Revisiting cultures’ consequences in international marketing studies

Abstract This commentary revisits Hofstede’s “dimensions of culture in international marketing studies” paper on approaches to conceptualizing and operationalizing culture in marketing studies. Selected key questions in conducting cross-cultural studies are discussed in light of some of the recent contributions and developments in cross-cultural assessment. The study here argues that emic rather than etic studies may contribute for a more balanced view of culture and cultural influence.

Small businesses’ Internationalization: International readiness in the context of Asian countries

Purpose The purpose of this paper is to examine whether international readiness, including innovation, competition, technology-orientation and opportunity perception, impacts on internationalization of small businesses differently in Asian countries compared to the complete Global Entrepreneurship Monitor (GEM) sample. Design/methodology/approach This study uses data from the Adult Population Survey – GEM carried out in 69 countries yielding a cross-country total of 198,339 entrepreneurs. A binomial logit regression model is used to examine the data. Findings The results show that there are differences for Asian countries compared to the whole sample regarding innovation-related drivers. In Asian countries, for small businesses, internationalization is less sensitive to product innovation and to opportunities’ perception than for the rest of the countries. Practical implications This study has practical relevance as it provides numerous clues regarding the question of how small business (or new ventures) might enhance chances to become successful exporters. Originality/value This study addresses an area that is believed to be less studied. The study compares the proposed relationships between two data sub-samples that represent the Asian countries and the complete GEM sample. The paper concludes with a discussion of the main contributions and limitations and suggests future research avenues.