Listagem por autor "Guissoni, Leandro Angotti"

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    • Consumer brand marketing through full-and self-service channels in an emerging economy 

      Venkatesan, Rajkumar; Farris, Paul; Guissoni, Leandro Angotti; Neves, Marcos Fava
      2015-12
      A unique characteristic of emerging economies is the wide variety of dominant channel formats. We evaluate the influence of a brand's marketing mix on channel partners and consumer sales in both full and self-service ...

    • O efeito da distribuição sobre o market share em diferentes canais 

      Guissoni, Leandro Angotti; Rodrigues, Jonny Mateus; Crescitelli, Edson
      2014-12-01
      Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this ...

    • Is category management in small supermarkets worth the effort? 

      Guissoni, Leandro Angotti; Consoli, Matheus Alberto; Rodrigues, Jonny Mateus
      2013-12-01
      Category management (CM) is an important tool to strengthen the relationship between manufacturers and retailers. This process has been associated with large corporate retailers; however, some recent researches show that ...

    • Um novo momento para o e-commerce 

      Guissoni, Leandro Angotti; Veludo-de-Oliveira, Tania; Teixeira, Thales
      2016-05-04

    • Omnichannel: uma gestão integrada 

      Guissoni, Leandro Angotti
      2017-04-10
      Varejistas precisam desenvolver a capacidade de analisar os dados do consumidor de forma sincronizada e multicanal para ganhar vantagem competitiva.

    • Price and in-store promotions in an emerging market 

      Guissoni, Leandro Angotti; Sanchez, Juan Machado; Rodrigues, Jonny Mateus
      2018
      Purpose: The purpose of this paper is to evaluate the influence of price and products on the promotion (through in-store temporary displays) on consumer sales in an emerging market context (i.e. Brazil) in different regions ...

    • Varejo: competitividade e inovação 

      Botelho, Delane; Guissoni, Leandro Angotti
      2016-12-01

    • Varejo: competitividade e inovação 

      Botelho, Delane; Guissoni, Leandro Angotti
      2016
      Nos últimos anos, o varejo vem sofrendo mudanças expressivas no cenário internacional, o que reflete nas discussões dos profissionais e dos pesquisadores de administração. No contexto de país emergente, deve-se esperar ...