Journal of Contemporary Administration

Impact Research: Theory and Practice in the Corporate World

Orleans Silva Martins — 2023-04-25

The impact that research has on society cannot be measured just by the amount of attention (citations) that it receives. High-impact research is relevant to society and is helpful to strengthen or modify its practices. However, decision-makers have to address society’s demands and participate in the knowledge construction process, primarily through the proper use of scientific findings. Thus, the approximation between theory and practice is essential for the research to be relevant,. In this context, I propose a reflection on research relevance and its connection with practice in the corporate world. It is noteworthy that, despite extensive studies in the fields of management, corporate governance, and sustainability practices, we continue to face frequent corporate scandals. So, where is the flaw in this process?

(Non)Monetary Behaviors: How Morality and Status Shape Consumers’ Perceptions about Sustainable Actions

Cecília Souto Maior — 2022-11-07

Objective: in response to the growing importance of environmental issues, more and more consumers are adopting a sustainable lifestyle. Therefore, it is important to understand the judgments and perceptions consumers form about the different possibilities of being sustainable. This study aims to investigate how consumers’ inferences about (non)monetary sustainable actions impact the judgments about the contribution of this action and about the actor responsible for the sustainable action. Theoretical framework: based on the costly signaling theory, this research investigates how consumers form judgments about (non)monetary sustainable actions. Method: Study 1 was a single factor (sustainable action: non-monetary vs. monetary) between-subjects design. Study 2 employed a 2 (sustainable action: non-monetary vs. monetary) by 2 (cost intensity: high vs. low costs) between-subjects design. In both studies, participants completed scales that measured the perceived environmental contribution of the action, the moral elevation of the actor performing the sustainable action, morality, and socioeconomic status. Results: consumers form more positive perceptions about non-monetary (vs. monetary) sustainable actions, making more positive inferences about environmental contribution and moral elevation. There is also evidence that morality shapes this effect. Given the actor’s self-investment imputed in a non-monetary action, these individuals are perceived as signaling more morality than those buying a sustainable product. Conclusions: although past research shows that buying a green product signals status, this study shows that it is not enough to trigger more positive inferences about the actor (moral elevation — admiration) and about the contribution of the action to the environment.

Organic Cosmetics and the Use of Emotional Appeals

Lucas Lopes Ferreira de Souza — 2023-02-06

Objective: to analyze the influence of emotional appeals on behavioral intention regarding organic products for personal care. Theoretical framework: this article uses the literature of emotional appeals, specifically the appeals of guilt, fear, authentic pride, and hubristic pride, to identify their effects on consumers’ behavioral intention in the context of organic personal care products. Emotional appeals of guilt, fear, authentic pride, and hubristic pride were examined. Methodology: four sequential experiments were conducted in real advertisement settings using a within-subjects and between-subjects experimental design. Data were analyzed using ANOVA. Results: the appeal of authentic pride was associated with a heightened value of joy and increased likelihood of consumer donation. The appeal of hubristic pride stimulated an effect of authentic pride. This way, the findings indicate that pride is a one-dimensional emotion in the national context of organic cosmetics consumers. Additionally, the appeal of one-dimensional pride aroused a more positive attitude and purchase intention regarding the advertised product compared to the emotions guilt, fear, and joy. Conclusion: these findings reposition the discussion on pride from a one-dimensional perspective because authentic pride stimulates joy. Further, positive appeals were more effective than negative appeals at increasing the consumers’ behavioral intention toward organic cosmetics. Contrary to the findings of previous surveys, pride was associated with more positive consumer attitudes toward the advertised product. Therefore, the use of pride appeal should be encouraged to promote consumer awareness.

The Illustrious Guest: Observations on Participation and Teaching Practice in Examining Boards

Francisco Giovanni David Vieira — 2023-04-10

Objective: thought-provoking essay that seeks to promote reflection and debate about faculty participation in boards examining dissertations and theses in graduate administration programs. Provocations: it is argued that the guests perform a kind of academic spectacle during the examinations rather than analyze the dissertations and theses themselves and that this is detrimental to researchers’ training. Conclusions: such training of researchers should be the center of attention, and particularities, idiosyncrasies, and vanities should not overshadow the performance of examinations. As the participation of professors in examining boards is a significant expression of teaching practice and can make an important contribution to researchers’ training, it cannot be taken for granted, nor does it need to be perpetuated as a spectacle by distinguished guests.

BRK Ambiental Sumaré: Operational Excellence And Continuous Improvement

Juliana Bonomi Santos — 2023-03-07

The case portrays the dilemma of Rafaella Scorsatto, operations manager at the Sumaré unit, who needs to propose an operational plan to win the concession for water supply and sewage collection and treatment in the municipality of Maceió. Rafaella managed the process of operational improvement in the Sumaré unit when the company took over the concession in 2015. Despite a troubled start, in less than six years, the Sumaré unit has become a reference in operational excellence within BRK Ambiental. This achievement was possible because, in three different moments in time, the unit was able to understand the main demands of users and public authorities and align its operational resources with them. The case was designed to show students the elements of operations strategy (market demands and operational decisions), the need for alignment between these elements, and the importance of adapting operational practices as new demands arise. To achieve this purpose, the case describes the latent demands of each phase and the operational practices adopted to meet them. By understanding the need for alignment and how each operational decision helps in delivering market demands, students acquire conditions to help Rafaella propose a plan with the potential to win the concession in Maceió. The use of this case is recommended in operations strategy undergraduate and graduate courses, especially at the beginning of the course.

Nuveo: Digital Ethics and Artificial Intelligence for Real World Challenges

Gabrielle Marques Castelo Branco Biondi — 2023-02-15

This teaching case presents the dilemma faced by Nuveo in its quest to grow sustainably and consolidate itself in the Brazilian artificial intelligence market. When the opportunity comes to offer his image recognition technology for public safety, the startup’s founder finds himself up against ethical issues. By telling Nuveo’s story, this teaching case allows the identification of principles and recommendations for ethical development and use of AI systems, enabling discussions about ethical challenges related to digital transformation and its impacts on individuals, companies, and society. It is intended for use at undergraduate and graduate courses in business administration, public administration, and information technology and can be applied in disciplines that address digital ethics, ESG (environmental, social, and governance), and artificial intelligence.

The Case of the Case: The Writing and Application of the Method

Ana Paula Pereira dos Passos — 2023-03-03

This case aims to promote a reflection on the teaching case writing process and directions for applying the method. In 2020, João Luiz Marinho, a doctoral candidate in Administration at the University of Learning (UNIAPRE), was challenged by Professor Fernando to write his first teaching case for application in the Organizational Strategies discipline, of which he was an intern in teaching. However, many questions about the construction and application of teaching cases probed João’s thoughts, since he had no previous experience with the method, he had little practice in teaching, and the migration of classes to the online mode was very new. Thus, the proposal is to make students put themselves in João’s place, in order to provide a debate on the writing and application of a case for online teaching. It is suggested that it be applied in lato sensu and stricto sensu graduate courses in Administration in the disciplines of Methodology and Teaching Cases.

Using deep learning language models as scaffolding tools in interpretive research

André Luis Araujo da Fonseca — 2023-03-08

Objective: the paper introduces a framework for conducting interpretive research using deep learning algorithms that blur the boundaries between qualitative and quantitative approaches. The work evidences how research might benefit from an integrated approach that uses computational tools to overcome traditional limitations. Proposal: the increased availability and diversity of data raises the utility of algorithms as research tools for social scientists. Furthermore, tuning and using such computational artifacts may benefit from interpretive procedures. Such circumstances turn the traditional debate between quantitative and qualitative research on its head: the research strategy that likely yields the most assertiveness and rigor is the one that may require vigorous hermeneutic effort. Along these lines, neural word embeddings can be instrumental in allowing researchers to read the data closely before and after interpretation. Conclusions: to take advantage of the opportunity generated by these new algorithms, researchers may broaden their previous conceptions and adopt a participative point of view. In the coming decades, the interweaving of computational and interpretive methods has the potential to integrate rigorous social science research.