D EPARTMENT : .......... : M ARKETING (MCD)
C OURSE .................... : P H D P ROGRAM
S UBJECT ................... : O RGANIZATIONAL B UYING AND S HOPPER B EHAVIOUR
L ECTURERS .............. : E LIANE P EREIRA Z AMITH B RITO
2
ND SEMESTER /2015
S YLLABUS
O BJECTIVE
The objective of this course is to present an updated discussion about theories on shopper behaviour (in-store behaviour) and organizational buying.
T OPICS a) Shopper Marketing b) In-store buying experience c) Price and shopper behaviour d) Product assortment and category management e) Store atmosphere f) Retail branding g) Online shopping h) Organizational buying i) Buyer-seller relationship j) Service perspective on business relationships k) Value creation and capture
M ETHODOLOGY
The course involves various didactic activities, such as: a.
b.
c.
d.
Participative lectures;
Discussion of the chapter of a book, a scientific article or a research report;
Student seminars; and
Study reports.
Within this context, the role of the professor is that of instigator and moderator of the learning process, her attributions being: coordination of the discussion of selected texts, correction of and commentary on the studies and exercises presented, and the assessment of the students.
Postgraduate student shall be highly motivated and work with dedication. Previous preparation for the class and participation in it are crucial. It is expected that the student shall undertake thorough and critical study of the subjects and tasks recommended. In each class he/she should be prepared to participate in the activities, offer his/her interpretation and reflections on the texts and comment on his/her experiences and proposals.
A SSESSMENT C RITERIA
Students will assessed using the criteria displayed in the following table.
Activity
Summary essays on the topics of the course
Participation on the discussion of material read during classes
Final essay
Weight
30%
40%
30%
The summary essays should be a synthesis of the texts read and should permit the professor to check on the students’ understanding of the theme under discussion, on the basis of the references suggested for reading and also on the discussion during the classes. Students will be asked to write the essay at the end of each class. The summary essays evaluation will consider the quality of the text and the clarity and objectivity with which the ideas contained are presented and the logical sequencing of the ideas.

Each student has to choose one of course topics to develop in his/her final essay. The student shall be demanded to search for new references on the topic, including recent research papers, in order to develop a research proposal. The document has to contain: an introduction presenting the proposal and the research question; a theory review section; a discussion of possible research methods to be applied in the research development. The research question has to be based on the theory and also on the practical reflection of the student, and the reasoning behind the question shall be presented in the introduction. The theory on the topic has to be well structured and references articulated to present potential gaps in the theory. The final essays will be assessed in terms of the quality of the text, the overall discussion and alignment of the parts, and the references
(including national ones) chosen as a basis for the development of the arguments. The text can be of up to 7 pages in single spacing and Times New Roman 12 type, which must be handed in during the last session of the course. Each student shall present her/his proposal in the last session. A presentation of up to 10 minutes has to be prepared about the proposal – use slides, film or other materials to support the presentation.
C OURSE O UTLINE
Date Topic Reference
03/08 Presentation of the course
10/08
17/08
24/08
31/08
14/09
21/09
28/09
05/10
19/10
Shopper
Customer Experience
Retail Pricing
Assortment
Store environment
Tauber (1972)
Shankar et al. (2011)
Hardesty & Bearden (2009)
Brown & Dant (2009)
Grewal, Levy & Kumar (2009)
Verhoef et al. (2009)
Otnes, Ilhan & Kulkarni (2012)
Levy et al. (2004)
Kopalle et al. (2009)
Grewal et al. (2012)
Jensen & Grunert (2014)
Bodur, Klein & Arora (2015)
Mantrala et al. (2009)
Castro, Morales & Nowlis (2013)
Ge, Messinger & Li (2009)
Parker & Lehmann (2011)
Boyd & Bahn (2009)
Eroglu, Machleit & Barr (2005)
Kaltcheva & Weitz (2006)
Baker, Grewal, & Parasuraman (1994)
Brandão & Parente (2012)
Retail Branding
Organizational Buying
Ailawadi & Keller (2004)
Borghini et al. (2009)
Swoboda, Berg & Schramm-Klein (2013)
Delgado-Ballester, Hernandez-Espallardo, &
Rodriguez-Orejuela (2014)
Johnston & Lewin (1996)
Webster Jr, & Wind (1972)
Hadjikhani & LaPlaca (2013)
Spekman & Gronhaug (1986)
Dyer & Singh (1998)
Palmatier (2008)
Theoretical basis: relational view Parmigiani & Rivera-Santos (2011)
Geyskens, Gielens & Wuyts (2015)
Ribeiro et al. (2009)
Theoretical basis: Social exchange theory and resource dependence theory
Cronpanzano & Mitchell (2005)
Emerson (1976)
Lambe, Wittmann & Spekman (2001)
Hillman, Withers & Collins (2009)
Pauraj & Chen (2007)

26/10
09/11
16/11
Theoretical basis: Transaction cost; agency theory
Creation and appropriation of value in B2B relationships
New theory in Marketing - Value co-creation and SDL
Williamson (2008)
Williamson & Ghani (2012)
Rindefleisch & Heide (1997)
Eisenhardt (1989)
Tate (2010)
Heide, Wathne & Rokkan (2007)
Bowman & Ambrosini (2000)
Lepak, Smith & Taylor (2007)
Kothari & Lackner (2006)
Wagner, Eggert & Lindemann (2010)
Lindgreen et al. (2012)
Ballantyne, Williams & Aitken (2011)
Grönroos (2011)
Jacob & Ulaga (2008)
Cova & Salle (2008)
Ford & Mouzas (2013)
Presentation and final feedback 23/11
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