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Sandra S. Graça, D.B.A. is an Associate Professor of International Business at Eckerd College. She conducts comparative institutional and cross-cultural research in relationship marketing, B2B communications, nonprofit marketing and humor and emotions in advertising. Her research has appeared in the Journal of Business and Industrial Marketing, International Marketing Management, Journal of Marketing Theory and Practice, Journal of Personal Selling and Sales Management and others. She has presented her research in various global and cross-cultural conferences.
Committed Business-to-Business (B2B) relationships are linked to sustainable business partnerships and greater profitability. As competition increases, suppliers must seek to differentiate by shifting the focus of their offerings from the product to services that contribute to create additional value to buyers. This empirical research proposes a product-service system (PSS) framework within the context of a relationship marketing (RM) model tested across a sample of United States (US) and Brazilian buyers. The study examines the impact of value-added benefits on building sustainable B2B partnerships. Results demonstrate that a firm’s servitization strategy that delivers both functional and social benefits fosters greater information exchange and mutual cooperation, which in turn contributes to increase buyer’s trust in, satisfaction with and commitment to a supplier. Despite some noted differences found in the commitment-building process, results show the importance that additional services have on promoting long-term, sustainable B2B partnerships across countries in distinct stages of economic development.
Sandra Graça. A Global PSS Framework for Sustainable B2B Partnership. Sustainability 2021, 13, 3066 .
AMA StyleSandra Graça. A Global PSS Framework for Sustainable B2B Partnership. Sustainability. 2021; 13 (6):3066.
Chicago/Turabian StyleSandra Graça. 2021. "A Global PSS Framework for Sustainable B2B Partnership." Sustainability 13, no. 6: 3066.
Our study addresses the limited attention paid to the role of indigenous institutional environments in framing the legitimate forms of governance used to shape buyer-supplier exchanges. Drawing on institutional theory and marketing channel literature, the study suggests that the emphasis in buyer-supplier exchanges on communication modalities and norms has much to do with the effectiveness of legal systems in a buyer's country. Three contexts for legitimacy are conceptualized from an examination of exchanges in developed economies with strong formal institutions and transitioning economies with underdeveloped institutions. Using surveys of US buyers to represent strong formal institutional environments, we conclude that buyers heavily influenced by regulative enforcement place a relatively greater emphasis on formal information sharing in their partnership efforts to build trust and enhance supplier performance. From surveys of buyers in India and China, we conclude that buyers place a relatively greater emphasis on informal information sharing when their legitimacy derives from the endogenously enforced moral codes of their private networks. Finally, surveys administered in Brazil and Russia revealed that buyers in environments pressured by the familial loyalty practices of their private networks place a relatively greater emphasis on the norm of solidarity to build trust in their suppliers.
James M. Barry; Sandra S. Graça; Virginie Pioche Kharé; Yuliya V. Yurova. Examining institutional effects on B2B relationships through the lens of transitioning economies. Industrial Marketing Management 2021, 93, 221 -234.
AMA StyleJames M. Barry, Sandra S. Graça, Virginie Pioche Kharé, Yuliya V. Yurova. Examining institutional effects on B2B relationships through the lens of transitioning economies. Industrial Marketing Management. 2021; 93 ():221-234.
Chicago/Turabian StyleJames M. Barry; Sandra S. Graça; Virginie Pioche Kharé; Yuliya V. Yurova. 2021. "Examining institutional effects on B2B relationships through the lens of transitioning economies." Industrial Marketing Management 93, no. : 221-234.
The importance of nonprofit relationship marketing continues to increase as organizations compete to attract and retain a younger loyal donor base. The purpose of this study is to examine the impact of six determinants of charitable giving on millennial donor's perceived value received from their involvement with the charitable organization. A conceptual model and accompanying research hypotheses are tested on a sample of millennials from the U.S(n = 227). Structural equation modeling is used to test the relationships in the model. Results suggest that five factors have a positive effect on donor's perceived value. Social recognition is found to be the most important factor, followed by attitude towards and trust in the charitable organization and attitude towards helping others. To a lesser degree, tax benefits and mitigation of guilt are also found to have an impact on donor's perceived value from charitable involvement. Although this study is limited to the examination of millennials, practical and social implications are noted for all donors. Organizations must recognize that donors are influenced by a combination of extrinsic and intrinsic factors when evaluating their value from charitable involvement. Most of all, donors seek a degree of social recognition from giving, so organizations are encouraged to provide ways for millennial donors to display or share their charitable involvement.
Sandra S. Graça; Hana C. Zwick. Perceived value of charitable involvement: The millennial donor perspective. International Journal of Nonprofit and Voluntary Sector Marketing 2020, 1 .
AMA StyleSandra S. Graça, Hana C. Zwick. Perceived value of charitable involvement: The millennial donor perspective. International Journal of Nonprofit and Voluntary Sector Marketing. 2020; ():1.
Chicago/Turabian StyleSandra S. Graça; Hana C. Zwick. 2020. "Perceived value of charitable involvement: The millennial donor perspective." International Journal of Nonprofit and Voluntary Sector Marketing , no. : 1.
Purpose The purpose of this research is to show how institutional factors affect buyer–supplier relationships. Specifically, the authors examine a model of relationship quality and its antecedents across rule-based, relation-based and family-based governance environments. Design/methodology/approach A conceptual model and accompanying research hypotheses are tested on data from a survey of 169 US (rule-based), 110 Brazilian (family-based) and 100 Chinese (relation-based) managers and buyers. Structural equation modeling is used to test the relationship quality framework and the hypothesized moderation of governance environment. Findings Results suggest that the informal institutions which shape a nation’s governance environment impact the relationship building process between buyers and suppliers. Communication quality was found to influence relationship quality more in developed economies where relationships are protected and managed under rule-based governance. Interaction frequency was found to be more relevant in emerging market firms characterized by relation-based societies. relationship benefits are applied more to relationships in emerging markets operating under family-based governance. No differences were found across governance environments for the influence that conflict resolution has on relationship quality. Practical implications Results provide insight into how the fairness and effectiveness of political and economic institutions surrounding a buyer’s nation of operation impact “rules of the game” differently for developed and emerging market firms. Originality/value This study extends research on cross-cultural relationship marketing to more than just communications context and cultural heritage. Results demonstrate that a buyer’s quest for legitimacy impacts its sensitivity to what supplier behaviors matter the most.
James M. Barry; Sandra Simas Graca. Moderating effects of institutional factors on relationship quality: a comparative analysis of the US, Brazil, and China. Journal of Business & Industrial Marketing 2019, 34, 1339 -1359.
AMA StyleJames M. Barry, Sandra Simas Graca. Moderating effects of institutional factors on relationship quality: a comparative analysis of the US, Brazil, and China. Journal of Business & Industrial Marketing. 2019; 34 (6):1339-1359.
Chicago/Turabian StyleJames M. Barry; Sandra Simas Graca. 2019. "Moderating effects of institutional factors on relationship quality: a comparative analysis of the US, Brazil, and China." Journal of Business & Industrial Marketing 34, no. 6: 1339-1359.
James M. Barry; Sandra S. Graça. HUMOR EFFECTIVENESS IN SOCIAL VIDEO ENGAGEMENT. Journal of Marketing Theory and Practice 2018, 26, 158 -180.
AMA StyleJames M. Barry, Sandra S. Graça. HUMOR EFFECTIVENESS IN SOCIAL VIDEO ENGAGEMENT. Journal of Marketing Theory and Practice. 2018; 26 (1-2):158-180.
Chicago/Turabian StyleJames M. Barry; Sandra S. Graça. 2018. "HUMOR EFFECTIVENESS IN SOCIAL VIDEO ENGAGEMENT." Journal of Marketing Theory and Practice 26, no. 1-2: 158-180.
Purpose The purpose of this paper is to examine the strategic decision-making process regarding communication flows and trust and their impact on firm cooperation in the context of buyer-supplier relationships in rule-based vs relation-based countries. An institutional view is explored to demonstrate how informal institutions shape a firm’s strategic decision making in the internationalization process. Design/methodology/approach A conceptual model and accompanying research hypotheses are tested on data from a survey of 169 US and 110 Brazilian buyers. Structural equation modeling is used to test the hypotheses. Findings Results suggest that the pattern of flows of communication on building trust and increasing strategic cooperation is based upon the governance of the individual’s country of origin. Quality communication is found to have a greater impact on trust in the USA, while two-way communication is the factor with the greatest effect on trust in Brazil. Frequency of communication and socialization are also found to have indirect, but important distinct roles in the flows of communication in both countries. Trust is also found to be a strong predictor of strategic cooperation. Practical implications Results provide insight into what patterns of communication flows are most influential in increasing a buyer’s trust in a supplier, so that suppliers can better formulate strategies to enter overseas markets. Originality/value This study extends the communication, trust, and cooperation literature to the context of buyer-supplier relationships in distinct county settings. Comparisons are made between one developed country characterized by rule-based governance, with a low-context style of communication and high country trust and one emerging market characterized by relation-based governance, with a high-context style of communication and low country trust.
Sandra Simas Graca; Patricia M. Doney; James M. Barry. An institutional view of the communication flows between relation-based and rule-based countries. International Journal of Emerging Markets 2017, 12, 79 -92.
AMA StyleSandra Simas Graca, Patricia M. Doney, James M. Barry. An institutional view of the communication flows between relation-based and rule-based countries. International Journal of Emerging Markets. 2017; 12 (1):79-92.
Chicago/Turabian StyleSandra Simas Graca; Patricia M. Doney; James M. Barry. 2017. "An institutional view of the communication flows between relation-based and rule-based countries." International Journal of Emerging Markets 12, no. 1: 79-92.
Early research on relationship marketing highlights the role of communication in shaping trusted and committed business partnerships. Various studies validate communication as one of the strongest determinants of relationship commitment, loyalty, trust and satisfaction. But, few have studied the predictors of communication effectiveness, especially in a global context. The purpose of this study is to analyze the impact of cooperation, quality communication, conflict handling and two-way communication as predictors of communication effectiveness. The perception of their impact on increasing communication effectiveness is tested in the context of buyer-supplier relationship in one high-context/relationship-based country (Brazil) and one low-context/rule-based country (U.S.). Structural equation modeling is used to test the relationships in the model. Results suggest that suppliers focus more on fostering cooperation when dealing with buyers from low-context countries and on conflict avoidance when dealing with buyers of high-context countries. Across both contexts, results further indicate that buyers are universally influenced by the quality of communication exchanged with their buyers.
Sandra S. Graça; James M. Barry. Culture Impact on Perceptions of Communication Effectiveness. International Business Research 2016, 10, 116 .
AMA StyleSandra S. Graça, James M. Barry. Culture Impact on Perceptions of Communication Effectiveness. International Business Research. 2016; 10 (1):116.
Chicago/Turabian StyleSandra S. Graça; James M. Barry. 2016. "Culture Impact on Perceptions of Communication Effectiveness." International Business Research 10, no. 1: 116.
The research examines the suitability of relationship marketing paradigms to emerging markets (EMs) through the lens of communication, relationship benefits and commitment. Using the U.S. as a developed nation sample and Brazil as a proxy for EM countries like the BRIC nations, a B2B buyer–supplier commitment-building model is conceptualized and tested for context-specific boundaries. The study compares communication behaviors and relationship benefits along functional, psychological and social dimensions to discern the evaluation process and governance mechanisms influenced by an EM buyer’s institutional environment. Results showed that buyers from relation-based EMs like Brazil base their relationship commitment more on the psychological attributes of the partnership, while a buyer’s commitment-building process in rule-based, developed nations like the US is largely influenced by functional attributes.
Sandra S. Graça; James M. Barry; Patricia M. Doney. B2B commitment building in emerging markets: the case of Brazil. Journal of Personal Selling & Sales Management 2016, 36, 105 -125.
AMA StyleSandra S. Graça, James M. Barry, Patricia M. Doney. B2B commitment building in emerging markets: the case of Brazil. Journal of Personal Selling & Sales Management. 2016; 36 (2):105-125.
Chicago/Turabian StyleSandra S. Graça; James M. Barry; Patricia M. Doney. 2016. "B2B commitment building in emerging markets: the case of Brazil." Journal of Personal Selling & Sales Management 36, no. 2: 105-125.