Associate Professor Guilherme Pires

Associate Professor

Newcastle Business School (Marketing)

Career Summary

Biography

Associate Professor Guilherme Dias Pires, Ph.D. (Newcastle, Australia) is currently the Head of the Marketing Discipline and the DBA Program Convenor at the Newcastle Business School, Faculty of Business & Law, University of Newcastle, Australia. Previously, he was Head of the Newcastle Graduate School of Business with the title of Director, Director of Postgraduate Studies and Deputy Head of the Newcastle Business School. He was also a Visiting Scholar at Universidade do Minho (Portugal), Universidade Nova de Lisboa (Portugal), ISCTE (Portugal), Concordia University (Canada) and Harvard Business School (USA).

He is a Trustee for the Business & Economics Society International (BESI) and an advisor to the Board of Eurasia Business and Economics Society (EBES). He is also the Associate Editor of the International Journal of Behavioural and Health Research (IJBHR), Book Reviews Editor for the Global Businesses and Economics Review (GBER) and a member of the editorial board of the International Journal of Integrated Supply Management (IJISM), Global Businesses and Economics Review (GBER), Advances in Doctoral Research in Management (ADRM) and Journal of Business Research (JBR). He was the Chair for the ACCD Conference: Accepting the Challenge of Cultural Diversity, 2005, University of Newcastle, Australia. 

Research Expertise
My primary research focus has been the study of ethnic marketing, involving issues of ethnicity and minority ethnic groups within culturally diverse countries, such as Australia, from a marketing perspective. Ethnic marketing was also a major focus of my doctoral work, completed in 2001. Other foci of my research activity include the impact of information and communications technology on business-to-business marketing, electronic procurement, consumer empowerment, foreign direct investment, local government reporting and behaviour and health research. Distinct from most marketing research dealing with cultural groups, which is mostly value based, my research assumes a cognitive approach. Hence, the impetus of my research in the ethnic marketing area has been on examining the relevancy of minority ethnic groups for marketing purposes.

One major area of interest is to investigate whether current aggregative practices (commonly characterised by the aggregation of minority ethnic groups largely based on language or race) is theoretically defensible, hence contributing to the creation of marketing knowledge relative to culturally diverse societies. In a major research program conceived to incrementally add to knowledge in this area of marketing, the strategy has been to conduct a variety of small projects looking at narrow aspects within the larger research problem. This has produced studies examining ethnic market segmentation within culturally diverse societies (including the development of acculturation perspectives of ethnicity, culminating in the development of a three dimensional analytical framework for ethnicity), ethnic marketing etics, ethnic networks, research methodology issues, impact of income and language proficiency, consumer decision processes, link to expatriate experiences, strategic issues for suppliers to minority ethnic groups, implications for health research and the development of a theory of group sustainability based on ethnic resource creation. While issues related to cultural diversity are gaining in attention in Australia and internationally, ethnic marketing is an area of research that remains relatively undeveloped and to which I continue to make significant contributions. Illustrative of my international standing in the discipline, these contributions have been recognised by peers internationally, as reflected in publications (one book and a large number of journal articles) and in a continuous stream of requests for peer reviewing of papers dealing with culture related issues by international academic journals.

Administrative Expertise
Since my application for promotion in 2008 I have developed my administration activity as the HoS/Director for the Newcastle Graduate School of Business (NGSB) until its integration into the newly formed Newcastle Business School (NBS). My current position is of Director of Postgraduate Studies, Deputy HoS for the NBS. My responsibility for the management of City Precinct operations is equivalent to HoS. My responsibility over the period included the development, submission and implementation of a strategic plan for the delivery of postgraduate coursework education. Program enrolments comprise an increasing percentage of international students embodying a variety of skills and socialisation gaps that need to be effectively addressed to ensure the achievement of the outcomes sought by the FBL and University. My activity in these areas involved [1] the detection and analysis of skills gaps and the development and implementation of preventive/remedial programs to address those gaps (e.g. Skills Enhancement Program and Postgraduate Mentoring Program, both under the umbrella of the Striving for Excellence Program) and [2] the improvement of socialisation programs (e.g. orientation) and the development and implementation of new ones (e.g. Program for Student Social Engagement). It is important to note that all these programs have been successfully implemented and have become factors of continued distinction for the FBL and the University. For example, in its fourth operating trimester the Skills Enhancement Program already provides invaluable written English support to over 50 percent of all new postgraduate students, including those in the City Precinct, Sydney, Singapore, Hong Kong and Gradschool.com.

While overall impact is still to be conclusively assessed, early anecdotic evidence support the importance of the program. Another clearly successful program that I have designed and implemented is the Postgraduate Mentoring Program. Currently in its third trimester, the program has formed over 70 professionally trained mentors who have assisted over 300 students. This is a program that has been clearly embraced by students and staff alike. It has been implemented at University of Newcastle (Singapore) in trimester 1, 2009. Socialisation programs were developed to combine a reduction in students' cultural shock with effective measures to improve student experiences (involving student Orientation, leisure activities, multicultural celebrations, celebration of graduating students), and professional success (e.g the Employment Skills Program is currently in its second trimester; it provides all graduating students with job search and interview skills seminars and a professionally developed resume). A further activity that I have developed and implemented from scratch is the NBS Postgraduate Newsletter. In its fourth trimester, the Newsletter continues to be commended by all stakeholders. Still to be implemented is the Alumni Program, scheduled for 2010. Since my application for promotion in 2008 I have been a member of the following committees at the University level (AUQA Audit Working Group 2), FBL level (Executive, Board, Teaching & Learning, International Consultative) and NBS level (Executive, Board). Externally, I have become a Consultant to the Hong Kong Institute of Education (HKIE).



Qualifications

  • PhD, University of Newcastle
  • Licenciatura in Economics (equiv Bachelor), Universidade Nova de Lisboa - Portugal
  • Bachelor of Economics (Honours), University of Newcastle
  • Master of Commerce, University of Newcastle

Keywords

  • Business to Business Marketing
  • Electronic Commerce
  • Electronic Procurement
  • Ethnic Marketing
  • Literature Review
  • Marketing Concepts
  • Marketing Strategy
  • Professional Practice in Design
  • Relationship Marketing
  • Research proposal
  • Services Marketing
  • Strategic Marketing Management

Languages

  • Portuguese (Fluent)

Fields of Research

Code Description Percentage
150299 Banking, Finance and Investment not elsewhere classified 35
150599 Marketing not elsewhere classified 50
150799 Transportation and Freight Services not elsewhere classified 15

Professional Experience

UON Appointment

Title Organisation / Department
Associate Professor University of Newcastle
Newcastle Business School
Australia

Academic appointment

Dates Title Organisation / Department
Book Reviews Editor - Global Business & Economics Review Global Business & Economics Review
Australia
1/01/2000 -  Editor - European Marketing Association (EMAC) European Marketing Association (EMAC)
Australia
1/11/1992 - 1/12/1998 Managing Director Ozitrade Pty Ltd
Australia

Membership

Dates Title Organisation / Department
Member - Chartered Institute Of Marketing (CIM) Chartered Institute Of Marketing (CIM)
Australia
Member - American Marketing Society (AMS) American Marketing Society (AMS)
Australia
Member - Literati Club Literati Club
Australia
Member - International Journal of Integrated Supply Management (IJISM) International Journal of Integrated Supply Management (IJISM).
Australia
Member - Advances in Doctoral Research in Management (ADRM) Advances in Doctoral Research in Management (ADRM).
Australia
Member - Business & Economics Society International Business & Economics Society International
Australia

Awards

Recognition

Year Award
2002 Outstanding Conference Participant
Business and Economics Society International

Research Award

Year Award
2005 Awards for Excellence
Literati Club
2004 'Best Paper' Award
International Business Information Management Conference (IBIM)
2004 Highly Commended Award
Literati Club
1982 A.J.Day Memorial Prize
University of Newcastle
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.


Book (2 outputs)

Year Citation Altmetrics Link
2015 Pires G, Stanton J, Ethnic Marketing: Culturally Sensitive Theory and Practice, Routledge, London, 360 (2015)
2005 Pires G, Stanton PJ, Ethnic Marketing - Accepting the Challenge of Cultural Diversity, Thomson Learning, Southbank, Victoria, 274 (2005) [A1]

Chapter (2 outputs)

Year Citation Altmetrics Link
2015 Pires G, Al Shibley H, Aisbett J, 'A characterisation of consumer empowerment drawn from three views of power', Revolution in Marketing: Market Driving Changes, Springer, London 208-213 (2015)
DOI 10.1007/978-3-319-11761-4_99
2003 Pires G, Stanton PJ, 'Marketing services across cultures', Cross-cultural Marketing, Thomson Learning, South Melbourne Victoria 183-208 (2003) [B2]

Journal article (43 outputs)

Year Citation Altmetrics Link
2015 Pires GD, Dean A, Rehman M, 'Using service logic to redefine exchange in terms of customer and supplier participation', Journal of Business Research, 68 925-932 (2015)

Service logic emphasises value co-creation, although mostly contending that the customer alone creates actual value. Value co-creation and co-production imply customer and supplie... [more]

Service logic emphasises value co-creation, although mostly contending that the customer alone creates actual value. Value co-creation and co-production imply customer and supplier participation, but the literature mostly omits participation issues. This paper disentangles notions of production and co-production from the creation and co-creation of value propositions, and from the assumptions underlying value-in-use. The focus is on participation in exchange by customers and suppliers and their contributions at various stages of the value creation process. The paper uses service logic to develop a process model of customer and supplier participation in exchange with three phases (production, negotiation and usage), explores why suppliers allow customer participation in value proposition creation, and the motivations compelling customers to participate. Understanding how supplier and customer participation impact on value proposition creation and on value-in-use, provides an impetus for improved targeting practices, enhanced supplier ability to compete, and more focused research.

DOI 10.1016/j.jbusres.2014.09.019
Co-authors Alison Dean
2014 Pires GD, Dean A, Rehman M, 'Using service logic to redefine exchange in terms of customer and supplier participation', Journal of Business Research, (2014)

Service logic emphasises value co-creation, although mostly contending that the customer alone creates actual value. Value co-creation and co-production imply customer and supplie... [more]

Service logic emphasises value co-creation, although mostly contending that the customer alone creates actual value. Value co-creation and co-production imply customer and supplier participation, but the literature mostly omits participation issues. This paper disentangles notions of production and co-production from the creation and co-creation of value propositions, and from the assumptions underlying value-in-use. The focus is on participation in exchange by customers and suppliers and their contributions at various stages of the value creation process.The paper uses service logic to develop a process model of customer and supplier participation in exchange with three phases (production, negotiation and usage), explores why suppliers allow customer participation in value proposition creation, and the motivations compelling customers to participate. Understanding how supplier and customer participation impact on value proposition creation and on value-in-use, provides an impetus for improved targeting practices, enhanced supplier ability to compete, and more focused research.

DOI 10.1016/j.jbusres.2014.09.019
Co-authors Alison Dean
2013 Leung SYF, Pires G, Rosenberger III PJ, 'Ethical Business Practices and Consumers' Purchase Intentions for a Fast Moving Consumer Good in Hong Kong', Global Business & Economics Anthology 2013, 2 220-228 (2013) [C1]
Co-authors Philip RosenbergeriII
2013 Pires G, 'On the need for research that provides reliable insights into the future', Global Business and Economics Anthology, December *-* (2013)
2013 Pires G, 'On the need for research that provides reliable insights into the future', Global business & Economics Anthology, II 102-109 (2013) [C1]
2012 Tong TM, Rosenberger III PJ, Pires G, 'Managerial perceptions of relationship marketing effectiveness on perceived business performance in the Hong Kong information and communication technology industry', Global Business & Economics Anthology, 1 72-85 (2012) [C1]
Co-authors Philip RosenbergeriII
2012 Pires G, Cheung SYR, 'Conceptualising the application of relationship marketing orientation to the internal business environment', Global Business & Economics Anthology, 2 22-30 (2012) [C1]
2012 Rehman M, Dean AM, Pires G, 'A research framework for examining customer participation in value co-creation: Applying the service dominant logic to the provision of living support services to oncology day-care patients', International Journal of Behavioural and Healthcare Research, 3 226-243 (2012) [C1]
Co-authors Alison Dean
2011 Pires G, 'Exploring consumer market connectivity in assessing ICT driven consumer empowerment potential', Global Business and Economics Anthology, 137-146 (2011)
2011 Pires G, Stanton J, Stanton PA, 'Revisiting the substantiality criterion: From ethnic marketing to market segmentation', Journal of Business Research, 64 988-996 (2011) [C1]
DOI 10.1016/j.jbusres.2010.11.022
Citations Scopus - 4Web of Science - 2
Co-authors Patricia Stanton
2010 Lai CSK, Pires G, 'Influences on Macao's E-government portal adoption', Global Business & Economics Anthology, 1 201-212 (2010) [C1]
2010 Pires G, Rita P, Stanton J, 'Assessing relevancy of ICT driven consumer empowerment for business', Global Business & Economics Anthology, II 293-302 (2010) [C1]
2010 Narwani S, Pires G, 'Relationship quality and continuous education: A study of fee-paying students in Hong Kong', Global Business & Economics Anthology, 1 127-145 (2010) [C1]
2010 Lai CSK, Pires G, 'Testing of a model evaluating e-government portal acceptance and satisfaction', Electronic Journal Information Systems Evaluation, 13 35-46 (2010) [C1]
2010 Pires G, Stanton J, Salavrakos I-D, 'The interaction of foreign direct investment with electronic commerce in less developed countries', Forum for Social Economics, 39 127-143 (2010) [C1]
DOI 10.1007/s12143-008-9021-x
2009 Stanton J, Pires G, 'Need for a linked-emic approach in domestic marketing', International Journal of Economics and Business Research, 1 359-368 (2009) [C1]
DOI 10.1504/ijebr.2009.024310
2009 Lai CSK, Pires G, 'Towards a model of macao's E-Government portal adoption', Innovation and Knowledge Management in Twin Track Economies Challenges and Solutions - Proceedings of the 11th International Business Information Management Association Conference, IBIMA 2009, 1-3 1102-1112 (2009)

Electronic government is an information system (IS) that uses information and communication technology to improve public administration efficiency and policy effectiveness, to inc... [more]

Electronic government is an information system (IS) that uses information and communication technology to improve public administration efficiency and policy effectiveness, to increase the convenience, performance and accessibility of government services to internal and external users. This research tests an integrated model of e-Government satisfaction that incorporates constructs from the technology acceptance model (TAM) and end-user satisfaction (EUS). The model explains a large proportion of the variance in citizen's intention-to-reuse Macao's e-Government portal. Empirical results support the hypothesis that satisfaction with the e-Government portal partially mediates the relationship between success factors and intention-to-reuse the portal.Information quality, system quality and social influence (but not perceived effectiveness) were confirmed as determinants of the adoption of, and satisfaction with Macao's e-Government portal.

2008 Gordon TLO, Pires G, Stanton J, 'The relationship marketing orientation of Hong Kong financial services industry managers and its links to business performance', Journal of Financial Services Marketing, 13 193-203 (2008) [C1]
DOI 10.1057/fsm.2008.22
2008 Pires G, Stanton J, Stanton PA, 'The relevance of minority ethnic groups for marketing: A research framework', Global Business & Economics Anthology, II 161-169 (2008) [C1]
Co-authors Patricia Stanton
2008 Pires G, Stanton J, 'Marketing issues in healthcare research', International Journal of Behavioural and Healthcare Research, 1 38-60 (2008) [C1]
DOI 10.1504/IJBHR.2008.018451
2007 Pires G, Stanton J, 'The use of ethnicity in marketing: Reconciling theory and practice', Global Business & Economics Anthology, 2 333-344 (2007) [C1]
2007 Pires G, Stanton PJ, 'Macro issues in electronic commerce and foreign direct investment', Global Business & Economics Anthology, 2 1-12 (2007) [C1]
2006 Pires G, Stanton J, Rita P, 'The internet, consumer empowerment and marketing strategies', European Journal of Marketing, 40 936-949 (2006) [C1]
DOI 10.1108/03090560610680943
Citations Scopus - 53
2006 Pires G, Stanton J, Ostenfeld SA, 'Improving expatriate adjustment and effectiveness in ethically diverse countries: Marketing insights', Cross Cultural Management: An international Journal, 13 156-170 (2006) [C1]
DOI 10.1108/13527600610662339
2005 Pires G, Stanton J, 'Cultural Diversity and the Expatriate Adjustment Process', Global Business & Economics Anthology, 520-529 (2005) [C1]
2005 Pires G, Stanton J, Stanton PA, 'Market Oriented Service Delivery Design: Incorporating Customer Perspectives of Customer Experiences', Global Business & Economics Anthology, 502-510 (2005) [C1]
Co-authors Patricia Stanton
2005 Pires G, Stanton J, 'A Research Framework for the Electronic Procurement Adoption Process: Drawing from Australian Evidence', Journal of Global Business and Technology, 1 12-20 (2005) [C1]
2004 Pires G, Stanton J, 'Modelling Service Provider: Selection by Ethnic Minority Consumers', Revista Portuguesa de Marketing, 8 25-34 (2004) [C1]
2004 Stanton PA, Stanton PJ, Pires G, 'Impressions of an Annual Report: an experimental study', Corporate Communations: an international journal, 9 57-69 (2004) [C1]
DOI 10.1108/13563280410516500
Co-authors Patricia Stanton
2004 Pires G, Stanton J, Eckford A, 'Influences on the perceived risk of purchasing online', Journal of Consumer Behaviour: an international research review, 4 118-131 (2004) [C1]
2004 Pires G, Stanton J, Stanton PA, 'Tangibility Consequences for Ethnic Marketing Strategy', Global Business & Economics Review, 6 38-54 (2004) [C1]
DOI 10.1504/GBER.2004.006219
Co-authors Patricia Stanton
2003 Pires G, Stanton PJ, Cheek BR, 'Identifying and reaching an ethnic market: methodological issues', Qualitative Market Research, 6 224-235 (2003) [C1]
DOI 10.1108/13522750310495319
Co-authors Bruce Cheek
2003 Pires G, Aisbett J, 'The relationship between technology adoption and strategy in business-to-business markets. The case of e-commerce', Industrial Marketing Management, 32 291-300 (2003) [C1]
DOI 10.1016/S0019-8501(02)00237-7
Citations Scopus - 36Web of Science - 24
2003 Aisbett J, Pires G, 'Macro Issues in Electronic Commerce: The Cultural Divide', Global Business & Economic Review, 5 369-390 (2003) [C1]
DOI 10.1504/GBER.2003.006206
2002 Pires G, Stanton J, 'Ethnic Marketing Ethics', Journal of Business Ethics, 36 1-2 111-118 (2002) [C1]
Citations Scopus - 8
2002 Eckford AW, Pires G, Stanton J, 'Influences on Consumer Perceived Risk Twoards Online Purchasing', Global Business & Economics Review - Anthology 2002, Anthology 96-106 (2002) [C1]
2001 Pires G, Stanton J, 'Targeting Ethnic Groups in Developed, Culturally Diverse Countries: Reconsidering the Acculturation Process', Global Business & Economic Review - Anthology 2001, 1 28-35 (2001) [C1]
2000 Pires G, 'Review of 'Business communication across borders: a study of language use and practice in European companies'', Journal of Multicultural and Multilingual Development, 21 348-350 (2000) [C3]
2000 Stanton J, Pires G, 'Ethnicity and Acculturation in a Culturally Diverse Country: Identifying Ethnic Market Segments', Journal of Multilingual and Multicultural Development, 21 (1) 42-57 (2000) [C1]
Citations Scopus - 8
2000 Stanton J, Pires G, 'Marketing Services to Ethnic Consumers in Culturally Diverse Markets: Issues and Implications', Journal of Services Marketing, 14 (6 & 7) 607-618 (2000) [C1]
1999 Pires G, 'Domestic cross cultural marketing in Australia: A critique of the segmentation rationale', Journal of Marketing Theory and Practice, 7 33-44 (1999) [C1]
1999 Stanton J, Pires G, 'The Substantiality Test: Meaning and Application in Market Segmentation', Journal of Segmentation in Marketing, 3,2 36-44 (1999) [C1]
1999 Stanton J, Pires G, 'Ethnic consumers in culturally diverse markets: challenges and opportunities for services marketing', Business and Economics for the 21st Century, III 152-161 (1999) [C1]
Show 40 more journal articles

Conference (56 outputs)

Year Citation Altmetrics Link
2012 Rosenberger III PJ, Pires G, Merrilees B, 'Driving the SME shopfront retail innovation development process', Academy of Marketing Conference 2012. Marketing: Catching the Technology Wave. Conference Proceedings, Southampton, UK (2012) [E1]
Co-authors Philip RosenbergeriII
2012 Pires GD, 'Striving for congruency across face-to-face, online and intensive learning modes', Proceedings of the IADIS International Conference e-Learning 2012, Lisbon, Portugal (2012) [E1]
2010 Pires G, Rita P, Stanton J, 'Assessing connectivity in ICT-driven consumer empowerment', ANZMAC 2010. Australian and New Zealand Marketing Academy Conference 2010 - 'Doing More with Less', Canterbury, NZ (2010) [E1]
2009 Pires G, Stanton J, 'Consumer empowerment: A conceptual process model', EMAC 2009 38th Conference, Audencia Nantes, France (2009) [E1]
2009 Lai CSK, Pires G, 'Testing of a model evaluating e-Government portal acceptance and satisfaction', Proceedings of the 3rd European Conference on Information Management and Evaluation, Gothenburg, Sweden (2009) [E1]
2009 Pires G, Stanton J, 'Revisiting the substantiality test: From ethnic marketing to market segmentation', Proceedings: The Fifth Royal Bank International Research Seminar, Montreal, ONT (2009) [E1]
2008 Stanton J, Pires G, 'Cross-cultural issues in domestic ethnic marketing: An approach to address a research gap', Australia and New Zealand Marketing Academy Conference 2008: Shifting the Focus from Mainstream to Offbeat, Sydney, NSW (2008) [E1]
2007 Gordon LOT, Pires G, Stanton J, 'Relationship marketing orientation and business performance in the financial services industry of Hong Kong', ANZMAC 2007 Conference. Australian and New Zealand Marketing Academy. Conference Proceedings and Refereed Papers, Dunedin, New Zealand (2007) [E1]
2007 Stanton J, Pires G, 'Ethnic marketing research and practice: A framework for analysing the gap', ANZMAC 2007 Conference. Australian and New Zealand Marketing Academy. Conference Proceedings and Refereed Papers, Dunedin, New Zealand (2007) [E1]
2006 Pires G, Stanton J, 'Preferred service suppliers to the Portuguese community in Sydney: Understanding their success', Global Business & Economics Anthology, Florence, Italy (2006) [E1]
2006 Pires G, Stanton J, 'Preferred Service Providers to Minority Ethnic Groups: A Case Study of the Portuguese Community in Sydney', ANZMAC 2006 Conference Proceedings, Brisbane, Qld Australia (2006) [E1]
2006 Pires G, Stanton J, 'A Comparison of Mainstream and Ethnic Users' Perceived Costs of Switching Telephone Service Providers', ANZMAC 2006 Conference Proceedings, Brisbane Qld Australia (2006) [E1]
2006 Stanton J, Pires G, Stanton PA, 'The case for Incorporating Network Theory into Ethnic Marketing', Academy of Marketing Conference 2006 Proceedings, London (2006) [E1]
Co-authors Patricia Stanton
2006 Pires G, Stanton J, Yoo J, 'From ethnic to network marketing', 2006 Academy of Marketing Science/Korean Academy of Marketing Science Conference Proceedings, Seoul, Korea (2006) [E1]
2005 Pires G, Stanton J, 'Segmentation Using Ethnicity and the Inadequacy of Conceptual Frameworks', ANZMAC 2005 Conference - Broadening the Boundaries, Fremantle (2005) [E1]
2005 Pires G, Stanton J, Stanton PA, 'A Network Theory Approach to Ethnic Marketing', ANZMAC 2005 Conference - Broadening the Boundaries, Fremantle (2005) [E1]
Co-authors Patricia Stanton
2005 Pires G, Stanton J, Stanton PA, 'Towards a Preliminary Model of Consumer Empowerment', ANZMAC 2005 Conference - Broadening the Boundaries, Fremantle (2005) [E1]
Co-authors Patricia Stanton
2005 Pires G, Stanton J, Stanton PA, 'Customers' Perceptions Within Service Delivery System Design', Global Markets in Dynamic Environments: Making Positive Connections Through Strategy, Technology and Knowledge, Lisbon, Portugal (2005) [E1]
Co-authors Patricia Stanton
2005 Pires G, Stanton J, 'The Electronic Procurement Adoption Process: A Research Framework Drawing from Australian Evidence', Global Markets in Dynamic Environments: Making Positive Connections Through Strategy, Technology and Knowledge, Lisbon, Portugal (2005) [E1]
2004 Al Shibly H, Aisbett J, Pires G, 'Customer Empowerment and Electronic Commerce Success', Information Technology and Organizations in the 21st Century: Challenges and Solutions, Amman, Jordan (2004) [E1]
2004 Aisbett J, Pires G, 'Shared Meaning in the Electronic Marketplace', IADIS International Conference e-Commerce 2004, Lisbon, Portugal (2004) [E1]
2004 Pires G, Stanton J, 'Developing Ethnicity as a Segmentation Criterion: An Alternative Approach', Proceedings of ANZMAC 2004 Marketing accountabilities and responsibilities, Wellington, New Zealand (2004) [E1]
2004 Pires G, Stanton PA, 'The Role of Customer Experiences in the Development of Service Blueprints', Proceedings of ANZMAC 2004 Marketing accountabilities and responsibilities, Wellington, New Zealand (2004) [E1]
Co-authors Patricia Stanton
2004 Pires G, Stanton PA, 'Income and English Language Proficiency Differences in an Ethnic Community and Effects on Consumer Behaviour', Global Business & Economics Review - Anthology 2004, Rhodes, Greece (2004) [E1]
Co-authors Patricia Stanton
2004 Pires G, Stanton J, 'Prioritising Opportunities for Ethnic Marketing Segmentation', Global Business & Economics Review - Anthology 2005, Rhodes, Greece (2004) [E1]
2004 Al Shibly H, Aisbett J, Pires G, 'Customer empowerment and the evaluation of the effectiveness of information systems which support electronic commerce', The 2004 International Business Information Management Conference Proceedings, Amman, Jordan (2004) [E3]
2004 Al Shibly H, Pires G, Aisbett J, 'Exploring the impact of customer empowerment on marketing strategy and information systems effectiveness', The 2004 International Business Information Management Conference Proceedings, Edinburgh (2004) [E1]
2003 Pires G, 'Service classifications and marketing strategy', Proceedings, Sydney (2003) [E3]
2003 Pires G, Stanton J, 'Information sources and selection criteria used by ethnic minority consumers t ochoose service providers: does the service classification matter?', Proceedings, Global Business and Technology Association Conference 2003, Budapest, Hungary (2003) [E3]
2003 Baker N, Pires G, Stanton J, 'Impediments to Small Business Web Site Adoption', The Future of Marketing with Particular Reference to Asia and the Antipodes, Sydney (2003) [E1]
2003 Pires G, Stanton J, 'Service-Provider Retention and Switching Behaviour by Ethnic Minority Consumers: the Portuguese Community in Sydney', Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution, Adelaide (2003) [E1]
2003 Lingaiah NA, Pires G, Stanton J, 'An Evaluation of Marketing Issues in Sales Force Automation', Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution, Adelaide (2003) [E1]
2003 Pires G, Stanton PA, Stanton PJ, 'Criteria Used By Minority Ethnic Consumers To Choose Service Providers', Challenging The Frontiers In Global Business And Technology: Implementation Of Changes In Values, Strategy and Policy, Budapest Hungary (2003) [E1]
Co-authors Patricia Stanton
2003 Baker N, Pires G, Stanton PA, Stanton PJ, 'Web Site Adoption by Small Business in Australia: Evidence From Two Service Activities', Challenging the Frontiers in Global Business and Technology: Implementation of Changes in Values, Strategy and Policy, Budpest Hungary (2003) [E1]
Co-authors Patricia Stanton
2002 Pires G, Aisbett J, 'Cultural influences in electronic commerce', Proceedings, Doing business Across Borders Conference, Newcastle, NSW (2002) [E3]
2002 Pires G, Stanton J, 'Issues in E-Procurement Adoption in B2B Markets', Proceedings of the Australian and New Zealand Marketing Academy, Melbourne (2002) [E1]
2002 Lenthen SR, Pires G, Stanton PJ, Stanton PA, 'Intangibility Issues in the Marketing of', Proceedings of the Australian and New Zealand Marketing Academy, Melbourne (2002) [E1]
Co-authors Patricia Stanton
2002 Pires G, Stanton J, 'A Framework for Targeting Small Ethnic Minorities in Advanced Economies', Proceedings of the 2002 Multicultural Marketing Conference, Valencia, Spain (2002) [E1]
2002 Pires G, Stanton PJ, 'Differences in Services:Effects on Ethnic Minority Consumers' Search and Selection Processes', Proceedings of the 2002 Multicultural Marketing Conference, Valencia, Spain (2002) [E1]
2002 Eckford AW, Pires G, Stanton J, 'Consumer Perceived Risk Towards Online Purchasing:Framework and Measurement', Marketing in a Changing World Scope, Opportunities and Challenges, Braga - Portugal (2002) [E1]
2001 Pires G, Aisbett J, 'Impact of E-Commerce on Business Strategy', Bridging Marketing Theory and Practice, Auckland, New Zealand (2001) [E1]
2001 Pires G, Aisbett J, 'A Dual Marketing and Informational Perspective to E-Commerce Adoption', Bridging Marketing Theory and Practice, Auckland, New Zealand (2001) [E1]
2001 Pires G, Stanton J, 'Marketing to Ethnic Groups in Advances Economies and the Adjustment Process', Bridging Marketing Theory and Practice, Auckland, New Zealand (2001) [E1]
2001 Pires G, Ostenfeld SA, Stanton J, 'Expatriate Labour and Ethnic Group Affiliation: Applying Market Segmentation Theory to Acculturation in International Human Resource Management Practice', Employment Relations in the New Economy, Singapore (2001) [E1]
2001 Pires G, Ostenfeld SA, Stanton J, 'The cultural adjustment process of expatriate labour: an integrated acculturation perspective', Proceedings, Doing Business Across Borders Conference, Newcastle, NSW (2001) [E3]
2000 Pires G, Stanton J, Stanton P, 'The Future of Ethnic Marketing', Proceedings of ANZMAC 2000, Gold Coast, Queensland (2000) [E1]
2000 Pires G, Stanton J, 'Targeting Intra-National Ethnic Market Segments: An Appraisal of the Ethics Issues', Proceedings of Seventh Annual International Conference Promoting Business Ethics, St. John's University, New York, US (2000) [E1]
2000 Pires G, Stanton J, 'Service Provider Selection by Ethnic Minority Consumers', Proceedings of 2000 Multicultural Marketing Conference, Hong Kong (2000) [E1]
1999 Pires G, Stanton J, 'Ethnic Consumers in Culturally diverse markets: Challenges and Opportunities for Services Marketing', Proceedings of 1999 Business 7 Economics Society International Conference, Las Palmas - Canary Islands (1999) [E1]
1999 Pires G, Stanton J, 'The U Curve theory and the targeting of ethnic groups', Proceedings of ANZMAC Conference, Sydney (1999) [E1]
1999 Pires G, Stanton J, 'Explaining consumer selection of a service provider', Proceedings of ANZMAC Conference, Sydney (1999) [E1]
1999 Pires G, Stanton J, 'Service Supplier Selection by Ethnic Minority Consumers (EMCS): Towards a theory of preferred supplier selection', Proceedings of ANZMAC Conference, Sydney (1999) [E1]
1998 Stanton J, Pires G, 'The Meaning and Application of Substantiality in Market Segmentation', Marketing Connections, University of Otago, New Zealand (1998) [E1]
1998 Pires G, 'Market Segmentation in Culturally Diverse Societies: The Marketing Significance of Ethnic Groups', Marketing Connections, Dunedin, New Zealand (1998) [E1]
1998 Stanton J, Pires G, 'The Marketing Relevance of Cultural Diversity: A Framework for Understanding Ethnicity and Acculturation', Proceedings of the 1998 Multicultural Marketing Conference, Ottawa, Canada (1998) [E1]
1997 Pires G, 'Domestic cross-cultural marketing: a survey', ANZMAC 1997 Proceedings, Melbourne (1997) [E3]
Show 53 more conferences
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Grants and Funding

Summary

Number of grants 15
Total funding $63,242

Click on a grant title below to expand the full details for that specific grant.


20151 grants / $1,000

2014 Vice Chancellors Award for Supervision Excellence - Faculty of Business and Law$1,000

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Award for Supervision Excellence
Role Lead
Funding Start 2015
Funding Finish 2015
GNo G1401492
Type Of Funding Internal
Category INTE
UON Y

20081 grants / $2,500

2008 Business and Economics Society International Conference$2,500

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2008
Funding Finish 2008
GNo G0189006
Type Of Funding Internal
Category INTE
UON Y

20071 grants / $2,500

2007 Business & Economics Society International, Antibes France, 16/7/2007 - 20/7/2007$2,500

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2007
Funding Finish 2007
GNo G0187810
Type Of Funding Internal
Category INTE
UON Y

20062 grants / $32,409

Construction Industry Business Envnironment$30,009

Funding body: CRC for Construction Innovation

Funding body CRC for Construction Innovation
Project Team Conjoint Professor Kerry London, Conjoint Professor John Burgess, Associate Professor Guilherme Pires
Scheme Research Proposal
Role Investigator
Funding Start 2006
Funding Finish 2006
GNo G0185526
Type Of Funding CRC - Cooperative Research Centre
Category 4CRC
UON Y

2006 Business & Economics Society International Conference, 15-19 July 2006$2,400

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2006
Funding Finish 2006
GNo G0186744
Type Of Funding Internal
Category INTE
UON Y

20052 grants / $5,400

Accepting the Challenge of Cultural Diversity: Marketing the Minority Ethnic Groups - 30 November to 8 December 2005$3,000

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Conference Establishment Grant
Role Lead
Funding Start 2005
Funding Finish 2005
GNo G0185206
Type Of Funding Internal
Category INTE
UON Y

Global Business and Technology Association, 2005 International Conference, 12-16 July 2005$2,400

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2005
Funding Finish 2005
GNo G0185577
Type Of Funding Internal
Category INTE
UON Y

20041 grants / $2,400

Business & Economics Society International - 2004 International Conference, 19-22 July 2004, Greece$2,400

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2004
Funding Finish 2004
GNo G0184064
Type Of Funding Internal
Category INTE
UON Y

20031 grants / $2,400

Global Business and Technology Assoc. 2003, and Business and Economics Society International 2003 8 - 28 July, 2003$2,400

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2003
Funding Finish 2003
GNo G0183103
Type Of Funding Internal
Category INTE
UON Y

20021 grants / $2,400

31 European Marketing Academy Conferency Braga, Portugal$2,400

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2002
Funding Finish 2002
GNo G0181829
Type Of Funding Internal
Category INTE
UON Y

20011 grants / $2,500

Business & Economics Society International 2001 Conference, France 22-26 July 2001$2,500

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2001
Funding Finish 2001
GNo G0180930
Type Of Funding Internal
Category INTE
UON Y

20001 grants / $2,400

2000 Multicultural Marketing Conference, Hong Kong 17-20 September 2000$2,400

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 2000
Funding Finish 2000
GNo G0179713
Type Of Funding Internal
Category INTE
UON Y

19992 grants / $6,653

The Selection of Service Providers by Minority Ethnic Consumers in Culturally Divers Markets.$5,000

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme New Staff Grant
Role Lead
Funding Start 1999
Funding Finish 1999
GNo G0178700
Type Of Funding Internal
Category INTE
UON Y

Business & Economics Society International, 1999 Conference Canary Islands, Spain.$1,653

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 1999
Funding Finish 1999
GNo G0180474
Type Of Funding Internal
Category INTE
UON Y

19981 grants / $680

1998 Multicultural Marketing Conference, Canada 17-20 September 1998$680

Funding body: University of Newcastle

Funding body University of Newcastle
Project Team Associate Professor Guilherme Pires
Scheme Travel Grant
Role Lead
Funding Start 1998
Funding Finish 1998
GNo G0180396
Type Of Funding Internal
Category INTE
UON Y
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Research Supervision

Number of supervisions

Completed8
Current3

Total current UON EFTSL

PhD1.2

Current Supervision

Commenced Level of Study Research Title / Program / Supervisor Type
2014 PhD Examining the effect of brand love on consumers' repurchase intentions for consumer products
Business Management, Faculty of Business and Law, The University of Newcastle
Principal Supervisor
2013 PhD Consumer Acculturation: Scale Development and Validation
Business Management, Faculty of Business and Law, The University of Newcastle
Principal Supervisor
2007 Honours Human Brands: Consumer attitudes towards multiple brand endorsements
Marketing, University of Newcastle
Principal Supervisor

Past Supervision

Year Level of Study Research Title / Program / Supervisor Type
2015 PhD A Mixed Method Study for Examining Customer Participation in Value Co-Creation: Applying Service Dominant Logic to the Provision of Living Support Services to Day Care Oncology Patients in Pakistan
Business Management, Faculty of Business and Law, The University of Newcastle
Co-Supervisor
2014 PhD Branding Processes and Brand / Marketing Strategy Alignment - The Case of Two B2B Industries in Australia
Business Management, Faculty of Business and Law, The University of Newcastle
Principal Supervisor
2014 PhD Resource Based View on Tourism Development in Malaysia (1965-2010)
Business Management, Faculty of Business and Law, The University of Newcastle
Principal Supervisor
2010 PhD The Shopfront Retail Innovation Development Process: An Empirically Grounded Approach
Business Management, Faculty of Business and Law, The University of Newcastle
Principal Supervisor
2007 PhD Construction of a Measure of an Organizational Sensemaking System and its Consequences for Organizational Performance
Business Management, Faculty of Business and Law, The University of Newcastle
Sole Supervisor
2007 PhD Customer Satisfaction and Empowerment as the Prerequisite for Web-Based Electronic Commerce Systems Success
Info Sys Not Elswhere Classifd, University of Newcastle
Co-Supervisor
2002 Honours Influences on Consumer Perceived Risk Towards Online Purchasing
Marketing, University of Newcastle
Co-Supervisor
2002 Honours Web-site Adoption by Small Business in Australia: Evidence from Two Service Activities
Marketing, University of Newcastle
Co-Supervisor
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Associate Professor Guilherme Pires

Positions

Associate Professor
Newcastle Business School
Faculty of Business and Law

DBA Supervisor
Newcastle Business School
Faculty of Business and Law

Focus area

Marketing

Contact Details

Email guilherme.pires@newcastle.edu.au
Phone (02) 4921 8698
Fax (02) 4921 7398

Office

Room SR 106
Building Social Sciences
Location Callaghan
University Drive
Callaghan, NSW 2308
Australia
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