Purpose: Social media are channels of communication and relationship between consumers and brands. In this paper, the determinants of consumer engagement in firm-generated content on Facebook are examined in a higher education institutions (HEIs) context. Design/methodology/approach: Data was...

This case study examines Fabio Middlestaedt and his conception, proposal, and implementation of My Chevrolet. The Brazilian automotive market is explored in relation to the American and other global markets, as is General Motors and General Motors Brazil. An appendix outlining the outcome of the...

Purpose: Although exaptation is recognized as a means of creation capable of generating significant economic implications for organizations, this mechanism has not been explored in depth in the field of management, where it remains restricted to innovation and product research and development....

Purpose: The purpose of this paper is to make available an artifact that helps entrepreneurs and managers to recognize the diversity of creative logics centered on resources that are already available to the organization, presenting it as a tool to support the expansion of the product and...