PRISCILA BORIN DE OLIVEIRA CLARO

PRISCILA BORIN DE OLIVEIRA CLARO

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The enhancing impact of friendship networks on sales managers’ total sales, new product sales, prospecting and the closing of new deals
(2011) DANNY PIMENTEL CLARO; PRISCILA BORIN DE OLIVEIRA CLARO; Laban Neto, Silvio Abrahao
Consumer Complaints and Company Market Value
(2014) DANNY PIMENTEL CLARO; Fragoso, Antonio Fabio Guena Reali; Laban Neto, Silvio Abrahao; PRISCILA BORIN DE OLIVEIRA CLARO
Consumer complaints affect company market value and common sense suggests that a negative impact is expected. However, do complaints always negatively impact company market value? We hypothesize in this study that complaints may have a non-linear effect on market value. Positive (e.g. avoiding high costs to solve complaints) and negative (e.g. speedy and intense diffusion) tradeoffs may occur given the level of complaints. To test our non-linear hypothesis, a panel data was collected from cell phone service providers from 2005 to 2013. The results supported our tradeoff rationale. Low levels of complaints allow for companies to increase market value, while high levels of complaints cause increasing harm to market value. The sample, model and period considered in this study, indicates a level of 0.49 complaints per thousand consumers as the threshold for a shift in tradeoffs. The effects on market value become increasingly negative when trying to make reductions to move below this level, due to negative tradeoffs.
O "boca a boca" na era da internet
(2012) DANNY PIMENTEL CLARO; Laban Neto, Silvio Abrahao; PRISCILA BORIN DE OLIVEIRA CLARO
Sustainability drivers in food retail
(2013) DANNY PIMENTEL CLARO; Laban Neto, Silvio Abrahao; PRISCILA BORIN DE OLIVEIRA CLARO
Sustainability has become a relevant issue for retailers. We develop an integrated model with three drivers of retailer's investments in sustainability. First, the more their processes, human resources and customer driven capabilities are developed, the more investments in sustainability tend to occur. Second, retailers leverage their relationships with suppliers to invest in sustainability. Third, competition and economic instability may also lead to long run investments in social and environmental. We tested three hypotheses by surveying 101 retailers operating supermarkets, hypermarkets and neighborhood stores that focus mainly on food with a limited offering of general merchandise and apparel. Our results show the importance of customer driven capabilities for investments in sustainability. Communication with the supplier also has an impact on investments, while the process and policies of the supplier relationship do not. Retailers invest in sustainability to coordinate this relationship. Our study sheds light on the drivers for sustainability and offers an understanding of how a retailer may invest further in sustainability.
The Enhancing Impact of Friendship Networks on Sales Managers’ Performance
(2013) DANNY PIMENTEL CLARO; Laban Neto, Silvio Abrahao; PRISCILA BORIN DE OLIVEIRA CLARO
This paper examines how relationships with friends moderate the impact of professional networks on sales performance. Based on a sample of 204 sales managers in a professional service company, this study presents evidence that friendship networks amplify the effect of sales forces’ professional networks on new product sales as well as on prospecting and converting new deals. Our results offer important insights into the socio-cognitive perspective of sales management literature and suggest that firms should encourage managers to improve their friendships in order to access valuable information that will enhance customer knowledge and support their sales efforts.
Word of Mouth Behavior and Online Activity: A Study of On/Off Line Communication Strategy and Online Business
(2011) PRISCILA BORIN DE OLIVEIRA CLARO; Laban Neto, Silvio Abrahao
Research on word of mouth WOM is recently becoming more prominent in marketing literature. Word of mouth (WOM) is recognized for quite some time as a powerful source of products and services’ information dissemination (Brooks 1957). For example, referral programs generate more profitable customers in the short and long term (Schmitt, Skiera and Van den Bulte 2011), high-uniqueness consumers (the consumer that prefers to differentiate from members of his or her reference group) were more likely to recommend privately consumed products (Cheema and Kaikati 2010), and a “word-of-mouth equity” is proposed as an index of a brand’s power to generate messages that influence the consumer’s decision to purchase (Court, Gordon and Perrey 2010). Online communities have increased in size, number, and character to make companies recognize the growing importance of WOM. This paper is a result of a preliminary and exploratory research about WOM. We aim to study the WOM behavior and analyze the impact of on/off line communication and online Activity on consumption. We tested four hypotheses with evidence of a survey with 248 online users. As our research model implies on antecedents, mediator variables and outcome variable, we estimated a three sets of ordinary least square regressions. Our results show an indirect impact of a company’s communication, by WOM behavior and WOM activity, on online consumption. The direct impact of communication on consumption is interestingly negative. Consumers may look suspicious all kind of direct manipulation of press or customer evaluation. Consumers have become overloaded and skeptical about traditional company-driven communication. On the other hand, communication impact online consumption through WOM behavior and online activity. It appears that the right communication messages echo and expand within interested social networks, affecting product perceptions. The rise of online communities and communication has increased the potential for significant and far-reaching momentum effects. Our study attempts to help understand the WOM behavior and to identify those who influence online activity and consumption. The starting point for managing WOM is understanding WOM behavior and online activity. WOM analysis can detail the nature of the antecedents of consumption. The highest-impact messages, contexts, and social networks are essential components of a companies’ communication strategy and sales.