The Impact of Entrepreneurial Ecosystems on Value Co-Creation in SME: The Moderating Role of Marketing Innovations Vera Silva Carlos, João Almeida, Filipe Sampaio Rodrigues, Angela C. Macedo, Pedro Mota Veiga Administrative Sciences, 2025 Value co-creation is essential for the success and sustainability of Small and Medium Enterprises (SMEs), enabling them to integrate resources and knowledge from multiple stakeholders, such as customers, suppliers, and universities, to develop innovative offerings. However, research drawing on Service-Dominant Logic (SDL) and Resource-Based View (RBV) has devoted limited attention to how entrepreneurial ecosystem cooperation and marketing innovation jointly shape SME value co-creation, particularly in smaller and peripheral economies. This study examines the impact of entrepreneurial ecosystems (EEs) on value co-creation in SMEs, focusing on the moderating role of marketing innovation. EEs provide SMEs with access to new knowledge, technologies, and financial resources, which support innovation and enhance their competitiveness. Using microdata from the Portuguese Community Innovation Survey (CIS) 2020 and logistic regression models, we investigate how cooperation with key stakeholders (universities, customers, suppliers, consultants, competitors and government agencies) affects the likelihood that SMEs engage in value co-creation with users. The results show that ecosystem cooperation significantly contributes to value co-creation, with cooperation with universities, customers and suppliers exerting the strongest effects. Marketing innovation further strengthens the association between ecosystem cooperation and value co-creation, especially for knowledge-intensive and market-oriented partners. Theoretically, the study extends SDL by applying its multi-actor value co-creation perspective to entrepreneurial ecosystem configurations and specifying how cooperation with distinct actors activates co-creation mechanisms in SMEs. It extends RBV by conceptualising ecosystem cooperation as an externally orchestrated bundle of strategic resources and by positioning marketing innovation as a dynamic capability that shapes the returns to such cooperation. The findings also provide practical guidance for SMEs and policymakers seeking to design ecosystems and marketing strategies that support collaborative innovation in the knowledge economy.
Harnessing Artificial Intelligence for Personalized E-Commerce Strategies in International Business Expansion José Luís Reis, Pedro Mota Veiga, Vera Silva Carlos, Carlos Alves, Ângela Lima de Sousa Marketing Strategies for the Internationalization of Businesses and Brands, 2025 Artificial Intelligence is reshaping personalized e-commerce and global growth, blending machine learning, predictive analytics, and newer models like LLMs and LAMs is turning shopping into an experience that feels culturally tuned - opening fresh international paths along the way. Studies show ultra-local personalization can boost engagement by 28–42% and reduce market entry timelines by 40–60%. Yet, this advancement brings ethical and operational challenges that differ by region. Based on extensive literature, this work proposes practical - if sometimes messy - frameworks addressing technical, ethical, economic, and legal aspects. Leading brands report NPS increases of 18–35% and internationalization cost cuts of 22–37%. More than automation, AI emerges as a strategic tool, especially when guided by human insight and cultural awareness. Success hinges on balancing global ambitions with local relevance, where AI acts both as a growth driver and a cultural bridge.
Growing interest of Augmented Reality in retail: A Literature Review Francisco Oliveira, Rui Raposo, Vera Silva Carlos, Manuel Au-Yong-Oliveira Iberian Conference on Information Systems and Technologies Cisti, 2022 The experience of purchasing a good is highly influenced by various technologies that have not only impacted the shopping experience but have also significantly changed the way brands work on their digital presence. Augmented reality, a technology that delivers multisensory experiences that merge the real world with the digital, discussed in this article, is gaining presence in retail. The multidisciplinary teams of companies in this field, often through their branders and brand managers, have proposed creating and promoting distinctive technological experiences that put the user/customer at the centre. This trend has taken hold in physical retail and increasingly in online retail, which has experienced an unpredictable surge prior to the pandemic associated with COVID19. This paper aims to provide a literature review to understand better the state of the art of Augmented Reality (AR) in the retail space and its evolution in recent years and to identify the brands that have invested the most in this technology. Using SCOPUS and Web of Science as a research base, the work presented here shows that although research in this area already exists, it is perhaps still in an introductory phase in this field and is still looking for greater maturity in the use of AR in the consumer experience.
The influence of TQM on organizational commitment, organizational citizenship behaviours, and individual performance Transylvanian Review of Administrative Sciences, 2014
Internal market orientation in higher education institutions - Its inter-relations with other organisational variables Public Policy and Administration, 2012
