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

CodeDescriptionPercentage
150299Banking, Finance and Investment not elsewhere classified35
150599Marketing not elsewhere classified50
150799Transportation and Freight Services not elsewhere classified15

Professional Experience

UON Appointment

DatesTitleOrganisation / Department
1/07/2014 - 30/06/2015DBA SupervisorUniversity of Newcastle
Newcastle Business School
Australia
1/01/2014 - Associate ProfessorUniversity of Newcastle
Newcastle Business School
Australia
23/10/2012 - 23/11/2012Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
1/11/2011 - 30/11/2011Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
24/08/2011 - 16/12/2011Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
20/07/2010 - 16/12/2010Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
18/01/2010 - 21/05/2010Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
1/01/2009 - 16/07/2009Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia
5/09/2007 - 9/11/2007Casual AcademicUniversity of Newcastle
Newcastle Graduate School of Business
Australia
1/06/2007 - 4/09/2007Casual MiscellaneousUniversity of Newcastle
Newcastle Graduate School of Business
Australia
15/05/2007 - 20/08/2007Casual AcademicUniversity of Newcastle
Newcastle Business School
Australia

Academic appointment

DatesTitleOrganisation / Department
Book Reviews Editor - Global Business & Economics ReviewGlobal Business & Economics Review
Australia
1/01/2000 - Editor - European Marketing Association (EMAC)European Marketing Association (EMAC)
Australia
1/11/1992 - 1/12/1998Managing DirectorOzitrade Pty Ltd
Australia

Membership

DatesTitleOrganisation / 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 InternationalBusiness & Economics Society International
Australia

Awards

Recognition

YearAward
2002Outstanding Conference Participant
Business and Economics Society International

Research Award

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

Publications

For publications that are currently unpublished or in-press, details are shown in italics.


Book (2 outputs)

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

Chapter (2 outputs)

YearCitationAltmetricsLink
2015Pires 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)
2003Pires G, Stanton PJ, 'Marketing services across cultures', Cross-cultural Marketing, Thomson Learning, South Melbourne Victoria 183-208 (2003) [B2]

Journal article (43 outputs)

YearCitationAltmetricsLink
2015Pires 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 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.

DOI10.1016/j.jbusres.2014.09.019
Co-authorsAlison Dean
2014Pires 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 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.

DOI10.1016/j.jbusres.2014.09.019
Co-authorsAlison Dean
2013Leung 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-authorsPhilip RosenbergeriII
2013Pires G, 'On the need for research that provides reliable insights into the future', Global Business and Economics Anthology, December *-* (2013)
2013Pires G, 'On the need for research that provides reliable insights into the future', Global business & Economics Anthology, II 102-109 (2013) [C1]
2012Tong 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-authorsPhilip RosenbergeriII
2012Pires G, Cheung SYR, 'Conceptualising the application of relationship marketing orientation to the internal business environment', Global Business & Economics Anthology, 2 22-30 (2012) [C1]
2012Rehman 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-authorsAlison Dean
2011Pires G, 'Exploring consumer market connectivity in assessing ICT driven consumer empowerment potential', Global Business and Economics Anthology, 137-146 (2011)
2011Pires G, Stanton J, Stanton PA, 'Revisiting the substantiality criterion: From ethnic marketing to market segmentation', Journal of Business Research, 64 988-996 (2011) [C1]
DOI10.1016/j.jbusres.2010.11.022
CitationsScopus - 3Web of Science - 1
Co-authorsPatricia Stanton
2010Lai CSK, Pires G, 'Influences on Macao's E-government portal adoption', Global Business & Economics Anthology, 1 201-212 (2010) [C1]
2010Pires G, Rita P, Stanton J, 'Assessing relevancy of ICT driven consumer empowerment for business', Global Business & Economics Anthology, II 293-302 (2010) [C1]
2010Narwani 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]
2010Lai CSK, Pires G, 'Testing of a model evaluating e-government portal acceptance and satisfaction', Electronic Journal Information Systems Evaluation, 13 35-46 (2010) [C1]
2010Pires 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]
DOI10.1007/s12143-008-9021-x
2009Stanton J, Pires G, 'Need for a linked-emic approach in domestic marketing', International Journal of Economics and Business Research, 1 359-368 (2009) [C1]
DOI10.1504/ijebr.2009.024310
2009Lai 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 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.

2008Gordon 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]
DOI10.1057/fsm.2008.22
2008Pires 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-authorsPatricia Stanton
2008Pires G, Stanton J, 'Marketing issues in healthcare research', International Journal of Behavioural and Healthcare Research, 1 38-60 (2008) [C1]
DOI10.1504/IJBHR.2008.018451
2007Pires G, Stanton J, 'The use of ethnicity in marketing: Reconciling theory and practice', Global Business & Economics Anthology, 2 333-344 (2007) [C1]
2007Pires G, Stanton PJ, 'Macro issues in electronic commerce and foreign direct investment', Global Business & Economics Anthology, 2 1-12 (2007) [C1]
2006Pires G, Stanton J, Rita P, 'The internet, consumer empowerment and marketing strategies', European Journal of Marketing, 40 936-949 (2006) [C1]
DOI10.1108/03090560610680943
CitationsScopus - 51
2006Pires 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]
DOI10.1108/13527600610662339
2005Pires G, Stanton J, 'Cultural Diversity and the Expatriate Adjustment Process', Global Business & Economics Anthology, 520-529 (2005) [C1]
2005Pires 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-authorsPatricia Stanton
2005Pires 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]
2004Pires G, Stanton J, 'Modelling Service Provider: Selection by Ethnic Minority Consumers', Revista Portuguesa de Marketing, 8 25-34 (2004) [C1]
2004Stanton PA, Stanton PJ, Pires G, 'Impressions of an Annual Report: an experimental study', Corporate Communations: an international journal, 9 57-69 (2004) [C1]
DOI10.1108/13563280410516500
Co-authorsPatricia Stanton
2004Pires 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]
2004Pires G, Stanton J, Stanton PA, 'Tangibility Consequences for Ethnic Marketing Strategy', Global Business & Economics Review, 6 38-54 (2004) [C1]
DOI10.1504/GBER.2004.006219
Co-authorsPatricia Stanton
2003Pires G, Stanton PJ, Cheek BR, 'Identifying and reaching an ethnic market: methodological issues', Qualitative Market Research, 6 224-235 (2003) [C1]
DOI10.1108/13522750310495319
Co-authorsBruce Cheek
2003Pires 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]
DOI10.1016/S0019-8501(02)00237-7
CitationsScopus - 36Web of Science - 24
Co-authorsJanet Aisbett
2003Aisbett J, Pires G, 'Macro Issues in Electronic Commerce: The Cultural Divide', Global Business & Economic Review, 5 369-390 (2003) [C1]
DOI10.1504/GBER.2003.006206
Co-authorsJanet Aisbett
2002Pires G, Stanton J, 'Ethnic Marketing Ethics', Journal of Business Ethics, 36 1-2 111-118 (2002) [C1]
CitationsScopus - 6
2002Eckford AW, Pires G, Stanton J, 'Influences on Consumer Perceived Risk Twoards Online Purchasing', Global Business & Economics Review - Anthology 2002, Anthology 96-106 (2002) [C1]
2001Pires 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]
2000Pires 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]
2000Stanton 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]
CitationsScopus - 8
2000Stanton 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]
1999Pires G, 'Domestic cross cultural marketing in Australia: A critique of the segmentation rationale', Journal of Marketing Theory and Practice, 7 33-44 (1999) [C1]
1999Stanton J, Pires G, 'The Substantiality Test: Meaning and Application in Market Segmentation', Journal of Segmentation in Marketing, 3,2 36-44 (1999) [C1]
1999Stanton 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)

YearCitationAltmetricsLink
2012Rosenberger 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-authorsPhilip RosenbergeriII
2012Pires 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]
2010Pires 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]
2009Pires G, Stanton J, 'Consumer empowerment: A conceptual process model', EMAC 2009 38th Conference, Audencia Nantes, France (2009) [E1]
2009Lai 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]
2009Pires 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]
2008Stanton 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]
2007Gordon 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]
2007Stanton 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]
2006Pires G, Stanton J, 'Preferred service suppliers to the Portuguese community in Sydney: Understanding their success', Global Business & Economics Anthology, Florence, Italy (2006) [E1]
2006Pires 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]
2006Pires 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]
2006Stanton J, Pires G, Stanton PA, 'The case for Incorporating Network Theory into Ethnic Marketing', Academy of Marketing Conference 2006 Proceedings, London (2006) [E1]
Co-authorsPatricia Stanton
2006Pires 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]
2005Pires G, Stanton J, 'Segmentation Using Ethnicity and the Inadequacy of Conceptual Frameworks', ANZMAC 2005 Conference - Broadening the Boundaries, Fremantle (2005) [E1]
2005Pires G, Stanton J, Stanton PA, 'A Network Theory Approach to Ethnic Marketing', ANZMAC 2005 Conference - Broadening the Boundaries, Fremantle (2005) [E1]
Co-authorsPatricia Stanton
2005Pires G, Stanton J, Stanton PA, 'Towards a Preliminary Model of Consumer Empowerment', ANZMAC 2005 Conference - Broadening the Boundaries, Fremantle (2005) [E1]
Co-authorsPatricia Stanton
2005Pires 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-authorsPatricia Stanton
2005Pires 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]
2004Al 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]
Co-authorsJanet Aisbett
2004Aisbett J, Pires G, 'Shared Meaning in the Electronic Marketplace', IADIS International Conference e-Commerce 2004, Lisbon, Portugal (2004) [E1]
Co-authorsJanet Aisbett
2004Pires 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]
2004Pires 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-authorsPatricia Stanton
2004Pires 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-authorsPatricia Stanton
2004Pires G, Stanton J, 'Prioritising Opportunities for Ethnic Marketing Segmentation', Global Business & Economics Review - Anthology 2005, Rhodes, Greece (2004) [E1]
2004Al 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]
Co-authorsJanet Aisbett
2004Al 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]
Co-authorsJanet Aisbett
2003Pires G, 'Service classifications and marketing strategy', Proceedings, Sydney (2003) [E3]
2003Pires 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]
2003Baker 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]
2003Pires 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]
2003Lingaiah 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]
2003Pires 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-authorsPatricia Stanton
2003Baker 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-authorsPatricia Stanton
2002Pires G, Aisbett J, 'Cultural influences in electronic commerce', Proceedings, Doing business Across Borders Conference, Newcastle, NSW (2002) [E3]
Co-authorsJanet Aisbett
2002Pires G, Stanton J, 'Issues in E-Procurement Adoption in B2B Markets', Proceedings of the Australian and New Zealand Marketing Academy, Melbourne (2002) [E1]
2002Lenthen 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-authorsPatricia Stanton
2002Pires G, Stanton J, 'A Framework for Targeting Small Ethnic Minorities in Advanced Economies', Proceedings of the 2002 Multicultural Marketing Conference, Valencia, Spain (2002) [E1]
2002Pires 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]
2002Eckford 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]
2001Pires G, Aisbett J, 'Impact of E-Commerce on Business Strategy', Bridging Marketing Theory and Practice, Auckland, New Zealand (2001) [E1]
Co-authorsJanet Aisbett
2001Pires G, Aisbett J, 'A Dual Marketing and Informational Perspective to E-Commerce Adoption', Bridging Marketing Theory and Practice, Auckland, New Zealand (2001) [E1]
Co-authorsJanet Aisbett
2001Pires G, Stanton J, 'Marketing to Ethnic Groups in Advances Economies and the Adjustment Process', Bridging Marketing Theory and Practice, Auckland, New Zealand (2001) [E1]
2001Pires 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]
2001Pires 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]
2000Pires G, Stanton J, Stanton P, 'The Future of Ethnic Marketing', Proceedings of ANZMAC 2000, Gold Coast, Queensland (2000) [E1]
2000Pires 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]
2000Pires G, Stanton J, 'Service Provider Selection by Ethnic Minority Consumers', Proceedings of 2000 Multicultural Marketing Conference, Hong Kong (2000) [E1]
1999Pires 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]
1999Pires G, Stanton J, 'The U Curve theory and the targeting of ethnic groups', Proceedings of ANZMAC Conference, Sydney (1999) [E1]
1999Pires G, Stanton J, 'Explaining consumer selection of a service provider', Proceedings of ANZMAC Conference, Sydney (1999) [E1]
1999Pires 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]
1998Stanton J, Pires G, 'The Meaning and Application of Substantiality in Market Segmentation', Marketing Connections, University of Otago, New Zealand (1998) [E1]
1998Pires G, 'Market Segmentation in Culturally Diverse Societies: The Marketing Significance of Ethnic Groups', Marketing Connections, Dunedin, New Zealand (1998) [E1]
1998Stanton 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]
1997Pires G, 'Domestic cross-cultural marketing: a survey', ANZMAC 1997 Proceedings, Melbourne (1997) [E3]
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Grants and Funding

Summary

Number of grants15
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 bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeAward for Supervision Excellence
RoleLead
Funding Start2015
Funding Finish2015
GNoG1401492
Type Of FundingInternal
CategoryINTE
UONY

20081 grants / $2,500

2008 Business and Economics Society International Conference$2,500

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2008
Funding Finish2008
GNoG0189006
Type Of FundingInternal
CategoryINTE
UONY

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 bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2007
Funding Finish2007
GNoG0187810
Type Of FundingInternal
CategoryINTE
UONY

20062 grants / $32,409

Construction Industry Business Envnironment$30,009

Funding body: CRC for Construction Innovation

Funding bodyCRC for Construction Innovation
Project TeamConjoint Professor Kerry London, Conjoint Professor John Burgess, Associate Professor Guilherme Pires
SchemeResearch Proposal
RoleInvestigator
Funding Start2006
Funding Finish2006
GNoG0185526
Type Of FundingCRC - Cooperative Research Centre
Category4CRC
UONY

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

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2006
Funding Finish2006
GNoG0186744
Type Of FundingInternal
CategoryINTE
UONY

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 bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeConference Establishment Grant
RoleLead
Funding Start2005
Funding Finish2005
GNoG0185206
Type Of FundingInternal
CategoryINTE
UONY

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

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2005
Funding Finish2005
GNoG0185577
Type Of FundingInternal
CategoryINTE
UONY

20041 grants / $2,400

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

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2004
Funding Finish2004
GNoG0184064
Type Of FundingInternal
CategoryINTE
UONY

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 bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2003
Funding Finish2003
GNoG0183103
Type Of FundingInternal
CategoryINTE
UONY

20021 grants / $2,400

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

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2002
Funding Finish2002
GNoG0181829
Type Of FundingInternal
CategoryINTE
UONY

20011 grants / $2,500

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

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2001
Funding Finish2001
GNoG0180930
Type Of FundingInternal
CategoryINTE
UONY

20001 grants / $2,400

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

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start2000
Funding Finish2000
GNoG0179713
Type Of FundingInternal
CategoryINTE
UONY

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 bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeNew Staff Grant
RoleLead
Funding Start1999
Funding Finish1999
GNoG0178700
Type Of FundingInternal
CategoryINTE
UONY

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

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start1999
Funding Finish1999
GNoG0180474
Type Of FundingInternal
CategoryINTE
UONY

19981 grants / $680

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

Funding body: University of Newcastle

Funding bodyUniversity of Newcastle
Project TeamAssociate Professor Guilherme Pires
SchemeTravel Grant
RoleLead
Funding Start1998
Funding Finish1998
GNoG0180396
Type Of FundingInternal
CategoryINTE
UONY
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Research Supervision

Current Supervision

CommencedResearch Title / Program / Supervisor Type
2014In-flight Service Quality: The Relationship Between the National Culture of Carrier and Passenger Satisfaction. A Case Study of Thai Airways International.
Business Management, Faculty of Business and Law
Principal Supervisor
2013Consumer Acculturation: Scale Development and Validation
Business Management, Faculty of Business and Law
Principal Supervisor
2007Human Brands: Consumer attitudes towards multiple brand endorsements
Marketing, University of Newcastle
Principal Supervisor

Past Supervision

YearResearch Title / Program / Supervisor Type
2015A 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
Co-Supervisor
2014Resource Based View on Tourism Development in Malaysia (1965-2010)
Business Management, Faculty of Business and Law
Principal Supervisor
2014Branding Processes and Brand / Marketing Strategy Alignment - The Case of Two B2B Industries in Australia
Business Management, Faculty of Business and Law
Principal Supervisor
2010The Shopfront Retail Innovation Development Process: An Empirically Grounded Approach
Business Management, Faculty of Business and Law
Principal Supervisor
2007Construction of a Measure of an Organizational Sensemaking System and its Consequences for Organizational Performance
Business Management, Faculty of Business and Law
Sole Supervisor
2007Customer Satisfaction and Empowerment as the Prerequisite for Web-Based Electronic Commerce Systems Success
Info Sys Not Elswhere Classifd, University of Newcastle
Co-Supervisor
2002Influences on Consumer Perceived Risk Towards Online Purchasing
Marketing, University of Newcastle
Co-Supervisor
2002Web-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

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

Office

RoomSRS 121
BuildingUniversity House
LocationUniversity House
Cnr King and Auckland Street
Newcastle, NSW 2300
Australia
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