Paper Development Workshop - A sharing platform for Marketing professionals

Thursday, May 4, 2023 - 11:58

Católica Porto Business School's MSc in Marketing Direction, in collaboration with the Research Centre CEGE, organised the 1st Paper Development Workshop (PDW) on the 20th of April, 2023. This workshop established a forum and cooperation platform for CPBS and CEGE faculty and researchers (core, invited, and visiting) interested in the broad area of Marketing.

The MScM PDW started with Michael Kleinaltenkamp's presentation concerning the buildings block of theory development, how they relate to each other, and how one can craft research propositions, based on the manuscript "Advancing marketing theory and practice: guidelines for crafting research propositions," published in the prestigious AMS Review.

Next, Marcelo Linardi presented an article on "Contrast in the Generation's Paths to Financial Well-Being". Afterwards, Maher Georges Elmashhara and Susana Silva shared their manuscript on "Gamifying AI: Motivational Responses and their Impact on Customer Engagement and Purchase Intention". To wrap up the workshop, Bozidar Vlacic, CPBS Marketing MSc Director, presented "The Impact of Environmentally Sustainable Practices on International Sales Intensity: Moderating Effects of Open Innovation". 

According to the participants, the workshop offered experts' feedback, the opportunity to familiarise themselves with colleagues' ongoing work, and an overall supportive and constructive environment.  

The 2nd MSc in Marketing PDW is planned for the 2023/2024 academic year.