Estratégias e práticas de marketing relacional na Russell Bedford International

O presente relatório propõe-se a retratar a experiência como Assistente de Marketing e Business Development na empresa Russell Bedford International, sediada em Londres, entre Outubro de 2012 e Fevereiro de 2013. O relatório encontra-se dividido em três capítulos: entidade de acolhimento, actividades desenvolvidas e enquadramento teórico. A Russell Bedford International (RBI) é uma rede global de empresas de contabilidade, auditoria, consultoria fiscal e empresarial. A empresa tem representação em mais de 100 países na Europa, América, Médio Oriente, Africa, Índia e Ásia, contando com mais de 90 associados, mais de 20 correspondentes, 600 parceiros, 5000 empregados e 290 escritórios. O presente documento apresenta os principais desafios e estratégias, do ponto de vista do Marketing, que a empresa enfrenta num contexto business-to-business, marcado pela importância das relações e pela internacionalização.

The effect on the performance of listed family and non-family firms

Purpose: The purpose of this paper is to examine whether the ownership of public firms is related to accounting and market performance, comparing family and non-family listed firms. Design/methodology/approach: We use regression analysis, considering a sample of Portuguese family and non-family firms for the period between 1999 and 2010. Findings: Overall, the results show that family firms are older, are more indebted and have higher debt costs than non-family firms. However, they present lower levels of risk. The evidence suggests that family firms outperform non-family firms when we consider a market performance measure. The market performance of family-controlled firms is more sensitive to the crisis periods and age, compared to their counterparts. The empirical findings suggest that under economic adversity, the performance is especially compromised by the firms’ age. Research limitations/implications: A limitation of this study is the small size of the sample, which derives from the small size of the Portuguese stock market, the Euronext Lisbon. Originality/value: This paper offers some insights on the ownership of public firms and firm performance by investigating a small European economy. The study also contributes to the stream of firm performance, considering new independent variables as determinants of firm performance, such as operational risk. Finally, the study examines the interaction between ownership and performance under both steady and adverse economic conditions, giving the opportunity to analyze whether firm performance differs according to market conditions.