Marta Bicho

Marta Bicho
Instituto Português de Administração de Marketing (Lisbon) · Marketing

PhD in Marketing

About

17
Publications
26,947
Reads
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388
Citations
Citations since 2017
7 Research Items
268 Citations
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201720182019202020212022202301020304050
201720182019202020212022202301020304050
201720182019202020212022202301020304050
Additional affiliations
October 2018 - present
Nova School of Business and Economics
Position
  • PostDoc Position
September 2017 - present
Universidade Católica Portuguesa
Position
  • Professor (Assistant)
September 2016 - present
Instituto Português de Administração de Marketing
Position
  • Professor
Education
September 2011 - May 2016
ISCTE-Instituto Universitário de Lisboa
Field of study
  • Marketing & Hybrid Organizations

Publications

Publications (17)
Article
The dual nature of social enterprises (social and financial goals) brings crucial challenges regarding the tensions to which objectives address, and therefore success is harder to assess and attain. This study aims to respond to this gap of knowledge by investigating social enterprises perceived path to success. It gives voice to social entrepreneu...
Conference Paper
Malfunctions in a service context are common due to the unique difficulty to standardize services and its dependence on the actions of both providers and customers (Balaji et al., 2017; Ndubisi, 2012). Service failures may violate consumer trust and generate some undesirable consumer reactions, such as negative word-of-mouth and acts of revenge...
Article
Full-text available
The organisational literature privileges objective performance indicators often selected by researchers. There is scarce research on legitimacy challenged hybrid and micro-organisations and on perceived success under exigent conditions. To fill in this gap, the study, conducted among complementary and alternative medicine (CAM) micro-organisations,...
Chapter
Impact Investing refers to investments that aim to create impact by responding to social and environmental issues while, at the same time, generating financial returns. Impact Investing is rapidly growing as an investment strategy as companies find advantages in aligning business value creation with purposeful investment. The goal of this chapter i...
Chapter
This article explores possible legitimacy-building mechanisms for social enterprises with difficult-to-measure outcomes and hostile contexts. Interviews were developed with managers of enterprises offering complementary and alternative medicine (CAM) services, taken as an example of social enterprises in a hostile context. Our findings indicate tha...
Chapter
The main objective of this study is to understand the impact of crowdfunding platforms used to gain support for social enterprises. Crowdfunding is an emergent and growing practice all over the world. The main use of crowdfunding nowadays is to support cultural and social projects, and this paper has a special interest in understanding the support...
Conference Paper
This research explores hybrid micro-entrepreneurs’ founding motivations and the transformation of those motivations into visions of success, by applying multiple criteria decision analysis (MCDA). We find that entrepreneurs of hybrid micro-enterprises are driven mostly by noneconomic goals and that those influence their vision of success. The succe...
Chapter
Full-text available
PurposeThe current study examines the role of social media for designing effective corporate social responsibility (CSR) communication strategy for modern business organisation to engage their stakeholders. Methodology/approachA structured survey questionnaire is used to collect data from multiple stakeholders through social media platforms includi...
Conference Paper
“Minister of Magic”—this is how the new British health chief, Jeremy Hunt, was dubbed by the UK mainstream media in 2012, because 5 years-ago he signed a Parliamentary motion in support of homeopathy. Prominent scientists spoke up that this is a bad omen as belief in science and homeopathy is incompatible (Cheng 2012). This is an example of widespr...
Article
Firms are uncertain about the value of corporate social responsibility (CSR) reporting, which may involve significant costs. What makes them embark on the initiative? This is the first study to explore the voluntary adoption by companies of the world’s most widespread framework of CSR reporting—the Global Reporting Initiative (GRI). The GRI case is...

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