11. CORPORATE AND OPERATIONAL BUSINESS STRATEGY

Antônio Carrizo Moreira (coordinator); José Magano; Mário Coutinho dos Santos; Jorge Mota. Co-authors: Nina Szczygiel, Sara Rebelo, Ignácio Lopes, Luís Durães Ferreira, Martim Durão, Carla Galindo, Raquel Ariana Pinheiro, Cristina Trigo Cabral, R. Castro, C. F. Canguende-Valentim, L. Gaibor, M. M. Torrinha, T. Magina, L. Grilo, A. F. Chim-Miki, R. A. Costa. Student participation: five FCT scholarship-holding doctoral students integrated into A. C. Moreira’s teams (3rd cycle).

University of Aveiro / GOVCOPP (Manuel Au-Yong-Oliveira, Rui A. Costa, Adriana F. Chim-Miki); Cláudia Souza Silva; University of Applied Sciences of the University of Utrecht (Gilbert Silvius); Rey Juan Carlos University (Juan Gabriel Martínez-Navalón, Vera Gelashvili); Linköping University (Lars Witsell); V. Vale; P. D. Silva.

– Consumer behavior and marketing: Addiction and flow experience in the purchase of virtual goods in games (IJGCMS); impulse buying in physical fashion retail and self-control (SAGE Open); marketing insight, engagement and brand loyalty (Forum Scientiae Oeconomia); personalization and trust in fashion e-commerce (JTAER).

– Project management: evaluation of remote work (Procedia Computer Science) and entries “Project Management”, “Project Management Competence” and “Project Management Tools” in the International Encyclopedia of Business Management (Elsevier).

– Human resource management: gender differences in stress and coping in military security forces; motivation and happiness (European Review of Business Economics).

– International strategy and marketing (A. C. Moreira, J. Mota and co-authors): intangible assets and SME growth (ISMO); privacy in digital restaurant reviews (British Food Journal); augmented reality in retail (JGIM); Guidance for alliances, performance, and coopetition (Journal of Strategy and Management); book Counterfeit Luxury and Consumption (Routledge, indexed in Scopus) and five chapters on counterfeit luxury consumption and workplace harassment.

– Managerial flexibility and adaptive capital allocation — behavioral theory (in development).

– Peer review: opinion leadership and influencer audience size; organizational negativity, perceived AI harm, and employee advocacy; AI skills and literacy in project management practice; “Service Born Globals” (International Marketing Review); refugee entrepreneurship (IJMED); heritage, governance, and branding of emerging wine regions (International Journal of Wine Business Research).

Nine articles in journals indexed in Scopus/Web of Science (one accepted, in press), two articles in non-indexed journals (ERBE), one book indexed in Scopus and eight book chapters with international editions; eleven peer-reviewed articles; three international communications.

Magano, J., Szczygiel, N., & Moreira, A. C. (2026). Impact of Addiction and Flow Experience on the Intention to Purchase In-game Virtual Goods. International Journal of Gaming and Computer-Mediated Simulations. Aceite; no prelo.

Magano, J., Lopes, I., & Ferreira, L. D. (2026). Impulse Buying in Physical Fashion Retail and the Mediating Role of Self-Control. SAGE Open. https://doi.org/10.1177/21582440261464251

Magano, J., & Durão, M. (2026). How Marketing Insight Shapes Brand Engagement and Loyalty: An Integrated Model of Psychological, Behavioural, and Creative Antecedents. Forum Scientiae Oeconomia, 14(2), 87–111. https://doi.org/10.23762/FSO_VOL14_NO2_5

Magano, J., & Rebelo, S. (2026). Trust-First Personalization in Fashion E-Commerce: An Association-Based Model Linking Perceived Personalization, Surveillance, Privacy-Violation, and Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 21(5), 139. https://doi.org/10.3390/jtaer21050139

Galindo, C., Silva, C. S., & Magano, J. (2026). Evaluating Remote Work in Project Management. Procedia Computer Science, 278, 1729–1737. https://doi.org/10.1016/j.procs.2026.03.164

Pinheiro, R. A., Szczygiel, N., & Magano, J. (2026). Gender Differences in Stress and Coping Among Military Security Forces: Implications for Human Resources Management. European Review of Business Economics, V(2), 21–46. https://doi.org/10.26619/ERBE-2026.5.2.2

Au-Yong-Oliveira, M., Cabral, C. T., & Magano, J. (2025). From Sports to Oral Health to the Masaai People in Africa – An Autoethnographic Account on Motivation and Happiness. European Review of Business Economics, V(1), 95–110. https://doi.org/10.26619/ERBE-2025.5.1.6

Magano, J., & Silva, C. S. (2026). Project Management. In International Encyclopedia of Business Management. Elsevier. https://doi.org/10.1016/B978-0-443-13701-3.00270-X

Silva, C. S., & Magano, J. (2026). Project Management Competence. In International Encyclopedia of Business Management. Elsevier. https://doi.org/10.1016/B978-0-443-13701-3.00272-3

Silva, C. S., & Magano, J. (2026). Project Management Tools. In International Encyclopedia of Business Management. Elsevier. https://doi.org/10.1016/B978-0-443-13701-3.00273-5

Castro, R., & Moreira, A. C. (2026). Intangible assets and SME growth under post-pandemic uncertainty: Evidence from high-tech industries. International Studies of Management & Organization, 1–17. https://doi.org/10.1080/00208825.2026.2708174

Martínez-Navalón, J. G., Gelashvili, V., Moreira, A. C., & de Matos, N. (2026). Digital restaurant reviews and perceived privacy: a comparative study of Google Maps and TripAdvisor in the foodservice sector. British Food Journal, 128(7), 2697–2717. https://doi.org/10.1108/BFJ-08-2025-1048

Gary, J., Xixing, Z., Gu, Y., & Moreira, A. C. (2026). Augmented Reality in Retail Technical and Emotional Factors After Experience: E-commerce Consumption Decision. Journal of Global Information Management, 33(1), 1–60. https://doi.org/10.4018/JGIM.394246

Mota, J. H., Chim-Miki, A. F., Moreira, A. C., & Costa, R. A. (2026). Alliance orientation and firm financial performance: Industry-specific and crisis effects. Implications for coopetition dynamics. Journal of Strategy and Management, 19(2), 114–132. https://doi.org/10.1108/JSMA-07-2024-0176

Canguende-Valentim, C. F., Moreira, A. C., & Vale, V. (Eds.) (2025). Counterfeit Luxury and Consumption. Routledge. ISBN 978-100-350-729-5. https://doi.org/10.4324/9781003507925

Canguende-Valentim, C. F., & Moreira, A. C. (2025). Purchase intention of counterfeit luxury goods. A look based on risk perception theory. In Counterfeit Luxury and Consumption (pp. 191–208). Routledge. https://doi.org/10.4324/9781003507925-13

Canguende-Valentim, C. F., & Moreira, A. C. (2025). Purchase intention of counterfeit luxury goods. Perspectives on the Portuguese market. In Counterfeit Luxury and Consumption (pp. 175–190). Routledge. https://doi.org/10.4324/9781003507925-12

Canguende-Valentim, C. F., Moreira, A. C., & Jungo, J. F. (2025). Anti-Counterfeiting Luxury Management. In Counterfeit Luxury and Consumption (pp. 125–134). Routledge. https://doi.org/10.4324/9781003507925-7

Canguende-Valentim, C. F., Moreira, A. C., & Vale, V. (2025). Introduction. In Counterfeit Luxury and Consumption. Routledge. https://doi.org/10.4324/9781003507925-1

Gaibor, L., Torrinha, M. M., Grilo, R., Magina, T., & Moreira, A. C. (2026). Beyond the glass ceiling: Unveiling the layers of workplace harassment faced by women. In M. Valeri (Ed.), How to Break Barriers in Organizations to Encourage Inclusiveness (pp. 1–22). Cambridge Scholars Publishing.

Grilo, L., & Moreira, A. C. (2026). Consumo de marcas de cremes de rosto: Valor percebido e qualidade da relação com a marca. XXXV Jornadas Hispano-Lusas de Gestión Científica, Universidad de Salamanca, 21–24/1/2026.

Ferreira, M. L., Costa, R., Mota, J., Moreira, A. C., & de Alexandre, M. (2026). From fragmentation to collective identity: heritage, governance, and branding in emerging wine regions. XXXV Jornadas Hispano-Lusas de Gestión Científica, Universidad de Salamanca, 21–24/1/2026.

Evangelista, A., Pimentel, C., & Moreira, A. C. (2025). World Class Manufacturing Implementation in European Industries. ICOPEX2025, ISEP, Porto, 8–10/9/2025.

No specific seminars along these lines were held during the period.

António Carrizo Moreira (coordinator); José Magano; Mário Coutinho dos Santos; Jorge Mota. Student participation: five doctoral students with FCT scholarships integrated into A. C. Moreira’s teams (3rd cycle); Mariana Mendes and Sara Rebelo, doctoral students at Rey Juan Carlos University (Madrid), supervised by José Magano as principal investigator of CICEE-UAL, from October 2026 (3rd cycle). Specific seminars on this line of research were held during the period.

– Marketing and consumer behavior (José Magano): completion of the review of the articles “Size matters less when voices matter more” (opinion leadership and audience size of influencers, Telematics & Informatics), “What Does ‘Woke’ Mean?” (Generation Z attitudes towards corporate activism, Corporate Reputation Review) and “Recalibrating the marketing curriculum” (Education + Training); new partnerships with Jelena Filipovic (University of Belgrade) and Emmanuel Mogaji (Keele Business School).

– Project management and human resources: “Augmented Intelligence From Below” (AI skills and literacy in project management practice, Project Leadership & Society) and “People, Not Algorithms?” (organizational negativity, perceived harm from AI and employee advocacy, International Journal of Human Resource Management), under review.
– Strategy, international marketing and entrepreneurship (António Carrizo Moreira): continuation of joint projects and doctoral supervisions, maintaining the pace of publication in Scopus/Web of Science journals — with Rafael Castro (SME management in adverse macroeconomic contexts), Ana Inês (“Service Born Globals”, under review in the International Marketing Review), Marcel Barreto (digital transformation; article submitted to Digital Business) and Leonor Ferreira (female entrepreneurship; emerging wine regions — article under review in the International Journal of Wine Business Research, with Jorge Mota and Rui Costa).

– “The Recursive Regeneration of Managerial Flexibility: How Capital Allocation Shapes Adaptive Firm Evolution” / “A Dynamic Theory of Adaptive Firm Evolution” (Coutinho dos Santos, Silva and Mota): behavioral theory in which managerial flexibility converts financial slack, real options and dynamic capabilities into adaptive capital allocation; submission planned for the Journal of Management Studies.
Objectives: to publish the articles under review, to submit the article on managerial flexibility, and to initiate the two doctoral dissertation guidelines in partnership with Rey Juan Carlos University.

Rey Juan Carlos University, Madrid (doctoral supervision; Antonio Sánchez-Bayón; Juan Gabriel Martínez-Navalón; Vera Gelashvili); Linköping University (Lars Witsell); ESIC, Madrid (Francisco Javier Sastre Segovia); University of Aveiro / GOVCOPP (Manuel Au-Yong-Oliveira, Rui A. Costa, Mara Madaleno); University of Belgrade (Jelena Filipovic); Keele Business School (Emmanuel Mogaji); P. D. Silva.

Oct. 2026: Start of doctoral supervisions for Mariana Mendes and Sara Rebelo (Rey Juan Carlos University).
Sept. 2026 – Feb. 2027: Response to reviews of articles under review (including International Marketing Review, IJMED, and International Journal of Wine Business Research); definition of partnerships with Belgrade and Keele.
Mar. – Aug. 2027: Submission of the article on managerial flexibility to the Journal of Management Studies; publication of accepted articles.

Expected completion date: August 31, 2027.

Eleven articles under review in journals indexed in Scopus/Web of Science; two articles submitted or to be submitted (managerial flexibility; Digital Business); doctoral dissertation guidelines in progress (5 FCT scholarship recipients) and two new guidelines initiated at Rey Juan Carlos University; two new international partnerships under exploration.