RESEARCH

My research interests are: Strategic Marketing, Marketing with Purpose, Hybrid and Social Enterprises, Sustainability and Corporate Social Responsibility.

PUBLICATIONS

2021

The Role of Customer and Service Provider Mindfulness on Trust Recovery after a Service Failure. Bicho M., Pacheco, N., and Martinez, L. (2021).  Proceedings of the European Marketing Academy, 50th, (94291).

2020

Perceived Success of Hybrid Micro-Organizations in a Contested Category. Bicho, M., Nikolaeva, R., Ferreira, F. A. F. and Lages, C. (2020).  Journal of Small Business Management. 1-33.

A Road Map for Implementing Impact Investing: The Case of Multinational Companies. Almeida, F. P., & Bicho, M. (2020).  In E. M. Sarmento & R.P. Herman (Eds).

2019

 Crowdfunding Practices for Social Projects: An Experiment of Co-Creation. Lucian R., and Bicho M. (2019). In: Rossi P., Krey N. (eds) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.

Finding New Ways to Engage and Satisfy Global Customers. Bicho M., Nikolaeva R., and Lages C. (2019). Social Enterprise Legitimacy in a Hostile Market. In: Rossi P., Krey N. (eds)  AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.

2018

Exploring the Success Factors of Hybrid Micro-Enterprises. Bicho M., Nikolaeva R., Lages C., and Ferreira F.A.F. (2018).  In: Rossi P., Krey N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.

2016

Positioning as Strategic Balance: The Case of Complementary and Alternative Medicine (CAM)—A Structured Abstract. Bicho M., Nikolaeva R., Lages C. (2016).  In: Groza M., Ragland C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.

2015

Using social media for CSR communication and engaging stakeholders. In Corporate social responsibility in the digital age (pp. 165-185). Ali, I., Jimenez-Zarco, A. I., and Bicho, M. (2015).  Emerald Group Publishing Limited.

2011

The role of institutional and reputational factors in the voluntary adoption of corporate social responsibility reporting standards. Nikolaeva, R., and Bicho, M. (2011).  Journal of the Academy of Marketing Science, 39(1), 136-157.