Educational marketing enabled higher education institutions (HEIs) to identify consumer needs and prepare actions to enhance their competitiveness. The educational field specificities are not considered and HEIs use the same business strategies, despite the importance of educational marketing. This is due to the lack of theories and models consistent with educational marketing and this study sought to understand educational marketing management practices focusing on innovation in Brazilian private HEIs. We performed a qualitative approach through multiple case studies by creating two instruments for interviews at various structure levels. We selected active HEIs in Brazil’s different regions, given the diversity of regional development that surrounds the country. We performed content analysis for each case study individually and subsequently all cases together in a comparative and integrated method. The results showed common points between conceptions and actions developed by marketing managers in the HEIs, investigating how management and innovation practices in educational marketing occur in Brazilian’s HEIs. This study permits replication of good practices in other HEIs; mainly assisting the ones with financial resource limitations in developing their marketing strategies.

Green innovation has become one of the mainstream concepts to address environmental issues. However, research on green innovation, especially at the firm level, is still evolving. Building upon the natural resource-based view (NRBV) and resource-based theory (RBT) lenses, this study proposes a research framework to explore determining factors of green innovation adoption (GIA) in the Brazilian cassava agribusiness sector. The research design from the semi-structured interviews method was employed in firms associated with ABAM (Brazilian Association of Starch and Cassava Producers) and SIMP (Union of Cassava Producers in Paraná). The findings suggest that behavioral factors for GIA, such as collaborative behaviors, productivity, safety behaviors, and green behaviors, are directly associated with other determining factors, such as knowledge, operating costs, stakeholder pressure, economic benefits, information access, customer assessment, organizational compatibility, and business support. Furthermore, GIA can lead to the effective implementation of sustainable practices to enhance economic performance and effective environmental management. The originality of this work stems from including behavioral factors for managers’ decision-making regarding resource allocation for GIA. It also includes a guideline to increase competitiveness in active green markets. It also contributes to a vision of GIA to evolve NRBV and RBT theories.

As tecnologias de Agricultura de Precisão (AP) já são adotadas nas lavouras do Brasil, com técnicas cada vez mais produtivas, indispensáveis para garantir a liderança do País na produção agrícola. No entanto, ainda não existem estudos sobre a intensidade do uso das tecnologias de AP no País e dos condicionantes de sua adoção. O desafio central deste trabalho foi, então, investigar o processo de adoção e uso das tecnologias de AP alcançado pela indústria sucroalcooleira no estado de São Paulo. Para tanto, foram utilizados dados primários, a partir de encaminhamento de questionário a todas as empresas do setor sucroalcooleiro paulista, com o objetivo de conhecer não só o grau de adoção e uso das tecnologias de AP, mas também de verificar a influência das variáveis estudadas na probabilidade de adoção dessas tecnologias. As conclusões deste trabalho sugerem não apenas que o percentual de adoção das tecnologias de AP é elevado na indústria sucroalcooleira paulista, mas também que a probabilidade de adotar tais tecnologias é maior em ordem decrescente de importância, em usinas/destilarias de capital nacional, que fazem parte de um grupo empresarial, de orientação exportadora, de gestão profissional, e que utilizam maior percentual de recursos próprios para investimentos na empresa.

The capability of organizational innovation is an important factor for the company to achieve a higher competitive performance. Understanding how innovation capability emerges, develops, and applies could bring important managerial and scientific contributions. This study investigates the main research results regarding the capability of organizational innovation, indicating some theoretical propositions for future studies, based on the systematic review of the literature. The research aimed to identify the determinants of organizational innovation capability and the context in which the studies are carried out. We conducted a systematic literature review based on the Web of Science database. We identified and analyzed 33 papers through the analysis of content. This study presents several research results regarding the capability of innovation in organizations, divided into internal, external and determinant aspects of innovation capability, as well as the collection of propositions for guiding a research project in depth in questions to be tested in future research. The study also brings practical contributions, as it shows in which context each study on determinants of identified innovation capability is applied, and points out the importance of innovation capability in small companies and in countries.