The advent of Relationship Marketing and the increasing competition characterizing the markets of the last 30 years placed the conceptualization and measurement of the quality and satisfaction variables in the center of modern marketing theory and practice as principal indicators of marketing performance (Babin and Griffin 1998; Walker 1995; Jones and Suh 2000). During the last years, we were pilot of an increasing process of globalization in the world. Thus, we see that the traditional definitions of markets and competition according to a regional or local prospect were exceeded. In addition, in reaction, to some extent, with this context much more competitive, the companies choose the development of products and services of the services of a higher quality, in response to the increasing requests of the increasingly demanding customers (Parasuraman, 1998).
Who should invest in Spain? Latin-Amerincan direct foreing Investment in Spain.
Current trends and Perspectives Quem interessa que invista em Espanha?: o investimento estrangeiro directo da américalatina em espanha. tendências recentes e perspectivasHow should be assessed the attractiveness of the countries likely to atract Direct Foreign Investment (DFI). This paper reflects on the question by studying the three Latin American countries with greater investment in Spain: Brazil, Mexico and Chile. The qualitative validation of this new perspective can determine whether it is appropriate to consider these countries as potential sources of DFI, or whether, by contrast, must seek new partners. The results suggest that the methodology used in this article is also valid for evaluating the attractiveness of DFI from other source countries.
In the research on consumer purchasing decisions, there has historically been a constant duality between the presence or absence of emotions and their role. Historically they have been observed as annoyances that interfere with optimalprocess, as it would be rational and cognitive. Since the late 70s, some researches emerged defending the importance of emotional processes in decision-making. The latest studies also persist in the idea that emotions are present in all product purchase decisions. But, does it occur with the same intensity in all types of products? In this research paper, an experiment is proposed to classify different products in two categories, one that concentrates those that generate a more intense emotional response and another with less intensity. This categorization is interesting for those experiments in which it is necessary, either for statistical treatment or for other reasons, grouping products by emotional response.
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