Maria de Lurdes Marques Amorim de Araújo Faria Sarmento (901F-8317-52CF)

Curriculum Vitae

Maria de Lurdes Marques Amorim de Araújo Faria Sarmento

Maria Sarmento is a teacher at Lusófona University and a researcher at NIPE, Minho University, and CEOS, P. Porto. She holds a degree in Sociology from Porto University; a Master's in Business Administration (specialization in Marketing) from Minho University; a Ph.D. in Marketing and Strategy from Minho University; and a post-doc from Nova SBE, Lisbon, and Open University Business School, UK. She worked for 23 years at AEP - Portuguese Business Association as the Head of the Image and Communication Department and Marketing Director. In her academic career, she presented several papers at international conferences, such as EMAC - European Marketing Academy Conference, IMP - Industrial Marketing and Purchasing Conference, and Academy of Marketing Science World Marketing Congress. She has published work in Industrial Marketing Management (2015 and 2018) European Journal of Marketing (2019), Journal of Business and Industrial Marketing (2015), Journal of Retailing and Consumer Services (2019), Education and Training (2016), Journal of Convention and Event Tourism (formerly Journal of Convention and Exhibition Management) (2015), Journal of Promotion Management (2016) and Portuguese Journal of Marketing (2014).

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Identification

Personal identification

Full name: Maria de Lurdes Marques Amorim de Araújo Faria Sarmento

Citation names

Sarmento, Maria

Author identifiers

Ciência ID: 901F-8317-52CF
ORCID iD: 0000-0001-9433-9707
Researcher Id: https://www.webofscience.com/wos/author/record/H-7204-2019

Addresses

Rua Sao Joao Bosco, 103 9º dto., Porto, Porto, Porto, Portugal (Personal)

Languages

Language	Speaking	Reading	Writing	Listening	Peer-review
Portuguese (Mother tongue)
English	Intermediate (B1)	Intermediate (B1)	Advanced (C1)	Intermediate (B1)	Intermediate (B1)

Education

	Degree	Classification
2022 Concluded	Pós-doutoramento: Innovation in industrial markets (Pós-doutoramento) Universidade Nova de Lisboa, Portugal
2022 Concluded	Post-doc: Innovation in industrial markets (Postgraduate Certificate) The Open University Business School, United Kingdom
2011 Concluded	Doutoramento em Marketing e Estratégia (Doutoramento) Universidade do Minho Escola de Economia e Gestão, Portugal "Episódios de socialização em feiras empresariais e relacionamentos de longo prazo: o papel mediador da qualidade da relação" (THESIS/DISSERTATION)	Aprovado (pré Bolonha)
1998 Concluded	Mestrado em Gestão de Empresas com especialização em Marketing (Mestrado) Universidade do Minho Escola de Economia e Gestão, Portugal "A importância da participação em feiras na estratégia de marketing" (THESIS/DISSERTATION)	Muito Bom
1989 Concluded	Licenciatura em Sociologia (Licenciatura) Universidade do Porto Instituto de Sociologia, Portugal "Absentismo na Empresa. Um estudo de caso" (THESIS/DISSERTATION)	15

Affiliation

Science

	Category Host institution	Employer
2023 - Current	Researcher (Research)	Universidade do Minho Núcleo de Investigação em Políticas Económicas, Portugal

2016 - Current	Researcher (Research)	Instituto Politécnico do Porto Centro de Estudos Organizacionais e Sociais, Portugal

2016 - 2022	Postdoc (Research)	Universidade Nova de Lisboa Nova School of Business and Economics, Portugal

2016 - 2022	Postdoc (Research)	The Open University Business School, United Kingdom

Teaching in Higher Education

	Category Host institution	Employer
2022 - Current	Invited Assistant Professor (University Teacher)	Universidade Lusófona do Porto, Portugal

2015 - 2016	Assistant (Polytechnic Teacher)	Instituto Politécnico do Porto Instituto Superior de Contabilidade e Administração do Porto, Portugal

2013 - 2015	Teacher Coordinator (Polytechnic Teacher)	Instituto Superior de Tecnologias Avançadas de Lisboa Porto, Portugal

2013 - 2015	Invited Assistant Professor (University Teacher)	Universidade do Minho, Portugal

1996 - 1998	Invited Assistant (Polytechnic Teacher)	Instituto Superior de Entre Douro e Vouga, Portugal

1990 - 1992	Invited Assistant Professor (University Teacher)	Escola Superior de Educação de Paula Frassinetti Centro de Investigação Paula Frassinetti, Portugal

Positions / Appointments

	Category Host institution	Employer
2011 - 2013	Marketing Director	AEP- Associação Empresarial de Portugal, Portugal

2004 - 2011	Head of the Communication and Image Office and the Business and Members Office	AEP- Associação Empresarial de Portugal, Portugal

1998 - 2003	Head of the Communication and Image Office	AEP- Associação Empresarial de Portugal, Portugal

1990 - 1997	Technical of Professional Training and Communication	AEP- Associação Empresarial de Portugal, Portugal

Projects

Grant

	Designation	Funders
2016 - 2022	Innovation in Industrial Markets SFRH/BPD/107886/2015 Post-doc Fellow Universidade Nova de Lisboa, Portugal The Open University Business School, United Kingdom	Fundação para a Ciência e a Tecnologia Concluded
2007 - 2011	Applying a relationship marketing perspective to B2B trade fairs: The role of socialization episodes SFRH / BD / 29961 / 2006 PhD Student Fellow Universidade do Minho, Portugal	Fundação para a Ciência e a Tecnologia Concluded
1995 - 1996	The role of trade fairs in companies' marketing strategy JNICT Research Fellow Universidade do Minho, Portugal	JNICT - Junta Nacional de Investigação Científica e Tecnológica Concluded

Outputs

Publications

Book chapter	Sarmento, Maria; Susana Marques; Galan - Ladero, Mercedes. "Private label and national brands: a dive into consumers' minds and wallets". In Consumer first-marketing: cuidar al cliente como leitmotiv empresarial, edited by J.A. Gutiérrez; M.J.Pérez; E. Alonso; C. Mieres, 66-85. Colección de libros de la Cátedra Fundación Ramón Areces, 2022. Published Sarmento, Maria; Marques, Susana; Galan-Ladeiro, Mercedes. "Consumer Behavior during Recessions: A Qualitative Approach: An Abstract". In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 407-408. Springer International Publishing, 2020. 10.1007/978-3-030-42545-6_136 Sarmento, Maria; Simões, Cláudia. "Interactions with Existing and Potential Customers: The Role of Physical and Virtual Trade Fairs: An Abstract". In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 853-853. Springer International Publishing, 2019. 10.1007/978-3-030-02568-7_232 Maria Sarmento; Cláudia Simões. "Trade Fairs, Trade Shows, and Exhibitions: A Literature Review: An Abstract". In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 227-227. Springer International Publishing, 2019. 10.1007/978-3-030-02568-7_57 Sarmento, Maria; Galan-Ladero, Mercedes; Marques, Susana. "Consumer Attitudes During Periods of Economic Downturn: Embodying Responsible Behaviors". In Advances in National Brand and Private Label Marketing, 17-22. Springer International Publishing, 2018. 10.1007/978-3-319-92084-9_3 Sarmento, Maria; Simões, Cláudia; Farhangmehr, Minoo. "B2B Interactions at Trade Fairs and Relationship Quality: A Conceptual Approach". In Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing, 167-189. Emerald Group Publishing Limited, 2014. 10.1108/s1069-0964_2014_0000021005
Journal article	Sarmento, Maria; Simões, Cláudia. "Trade fairs as engagement platforms: the interplay between physical and virtual touch points". European Journal of Marketing 53 9 (2019): 1782-1807. http://dx.doi.org/10.1108/ejm-10-2017-0791. 10.1108/ejm-10-2017-0791 Sarmento, Maria; Marques, Susana; Galan - Ladero, Mercedes. "Consumption dynamics during recession and recovery: A learning journey". Journal of Retailing and Consumer Services 50 (2019): 226-234. http://dx.doi.org/10.1016/j.jretconser.2019.04.021. 10.1016/j.jretconser.2019.04.021 Sarmento, Maria; Simões, Cláudia. "The evolving role of trade fairs in business: A systematic literature review and a research agenda". Industrial Marketing Management 73 (2018): 154-170. http://dx.doi.org/10.1016/j.indmarman.2018.02.006. 10.1016/j.indmarman.2018.02.006 Farhangmehr, Minoo; Gonçalves, Paulo; Sarmento, Maria. "Predicting entrepreneurial motivation among university students". Education + Training 58 7/8 (2016): 861-881. http://dx.doi.org/10.1108/et-01-2016-0019. 10.1108/et-01-2016-0019 Sarmento, Maria; Farhangmehr, Minoo. "Grounds of Visitors' Post-Trade Fair Behavior: An Exploratory Study". Journal of Promotion Management 22 5 (2016): 735-750. http://dx.doi.org/10.1080/10496491.2016.1185496. 10.1080/10496491.2016.1185496 Sarmento, Maria; Farhangmehr, Minoo; Simões, Cláudia. "Participating in Business-to-Business Trade Fairs: Does the Buying Function Matter?". Journal of Convention & Event Tourism 16 4 (2015): 273-297. http://dx.doi.org/10.1080/15470148.2015.1043608. 10.1080/15470148.2015.1043608 Sarmento, Maria; Farhangmehr, Minoo; Simões, Cláudia. "A relationship marketing perspective to trade fairs: insights from participants". Journal of Business & Industrial Marketing 30 5 (2015): 584-593. http://dx.doi.org/10.1108/jbim-01-2013-0024. 10.1108/jbim-01-2013-0024 Sarmento, Maria; Simões, Cláudia; Farhangmehr, Minoo. "Applying a relationship marketing perspective to B2B trade fairs: The role of socialization episodes". Industrial Marketing Management 44 (2015): 131-141. http://dx.doi.org/10.1016/j.indmarman.2014.10.010. 10.1016/j.indmarman.2014.10.010 Sarmento, Maria; Minoo Farhangmehr; Cláudia, Simões. "Marketing Relacional: conceitos e desafios". Revista Portuguesa de Marketing 24 1 (2009): 7-20. http://www.rpm.pt/artigo.aspx?a=165. Published • http://www.rpm.pt/artigo.aspx?a=165
Journal issue	Galan-Ladeiro, Mercedes; Sarmento, Maria; Marques, Susana. "Social Marketing and Sustainable Development Goals (SDGs)". International Review on Public and Nonprofit Marketing (2023): https://www.springer.com/journal/12208/updates/20398604. In press • Invited editor
Thesis / Dissertation	Sarmento, Maria de Lurdes. "A relationship marketing perspective to B2B trade fairs: The role of socialization episodes". PhD, 2011. http://hdl.handle.net/1822/19726. Sarmento, Maria. "The role of trade fairs in companies' marketing strategy". Master, Universidade do Minho, 1998. Sarmento, Maria. "Companies absenteeism: a case study". Degree, Universidade do Porto Instituto de Sociologia, 1989.
Working paper	Sarmento, Maria de Lurdes; Farhangmehr, Minoo; Cláudia, Simões. 2008. "Marketing relacional: conceitos e desafios". Working Paper. http://hdl.handle.net/1822/16130.

Activities

Oral presentation

	Presentation title	Event name Host (Event location)
2023	The effects of organizational ambidexterity and co-creation on organization performance	Global Marketing Conference. (Seoul)
2023	Understanding the effects of organizational ambidexterity and co-creation on organizational performance: Structured Abstract	Academy of Marketing Science World Marketing Congress University of Kent (Canterbury)
2023	Measuring the effects of organizational ambidexterity and co-creation on organization performance: Does the size matters?	EMAC annual conference (Odense)
2020/07	Es el comportamiento del consumidor más o menos responsable en una situación de crisis económica? Un estudio longitudinal del caso de Portugal	XIX International Congress on Public and Nonprofit Marketing
2019/10	The implications of sustainability for marketing departments and marketing professional: a theoretical perspective	8 th International Conference on Social Responsibility, Ethics, & Sustainable Business University of Minho (Braga, Portugal)
2019/09	Marcas de fabricante versus marcas de distribuidor: hacia una mejor comprensión dela actitud del consumidor	AEMARK- XXXI Congreso Internacional de Marketing (Cáceres)
2019/07	Consumer behavior during recessions: a qualitative approach	Academy of Marketing Science World Marketing Congress (Edinburgh, United Kingdom)
2019/05	Consumer attitudes towards private labels and national brand promotions: effects of price and personality-related variables	EMAC 2019 Annual Conference (Hamburg, Germany)
2018/07	Consumer attitudes during periods of economic downturn: embodying responsible behaviours	Research on National Brand and Private Label Marketing International Conference (Barcelona, Spain)
2018/06	Trade fairs, trade shows and exhibitions: A literature review	AMS World Marketing Congress 2018 (Porto, Portugal)
2018/06	Interactions with existing and potential customers: The role of physical and virtual trade fairs	AMS World Marketing Congress (Porto, Portugal)
2018/05	Consumer attitudes during recessions: an opportunity for retailers	EMAC (Glasgow)
2018/02	Re-thinking trade fairs: A literature review and research agenda	AMA Winter Academic Conference (New Orleans, United States)
2016/05	Understanding interactions at B2B trade fairs: the role of physical and virtual platforms	EMAC (Oslo)
2016/03	Virtual trade fair receptiveness in B2B markets: an exploratory study	GIKA Conference (Valencia, Spain)
2015/07	Visitors’ main reasons for interaction with important suppliers at B2B trade fairs: An exploratory study	MAG Scholar Global Business, Marketing and Tourism Conference (Porto, Portugal)
2015/07	Predicting the entrepreneurial motivation among higher education students: The role of entrepreneurship education	MAG Scholar Global Business, Marketing and Tourism Conference (Porto, Portugal)
2015/05	Visitors’ motives for B2B trade fair participation: The secondary role of the buying function	EMAC Conference (Belgium)
2014/08	Business relationships in the context of B2B trade fairs: a qualitative study	San Francisco International Business and Education Conference (São Francisco, United States)
2013/05	Receptivity to advertising in social networks: an empirical replication with Portuguese users	ICMC 2013 – International Conference of Marketing & Consumer Behaviour (Porto, Portugal)
2012/05	The Role of Trade Fair Interactions in B2B Relationship Quality	EMAC Conference ISCTE Business School (Lisboa, Portugal)
2010/09	The Role of Trade Fair Interactions in B2B Relationship Quality	26th IMP-Industrial Marketing and Purchasing Conference (Budapeste, Hungary)
2010/09	B2B Interactions at Trade Fairs and Relationship Quality: A Conceptual Approach	The Global Marketing Conference (Tóquio)
2010/08	Doctoral Consortium - Apresentação do Projecto de Doutoramento	IMP(Industrial Marketing and Purchasing Group) (Budapeste, Hungary)
2009/07	Doctoral Consortium - Apresentação do Projecto de Doutoramento	1st Biennial AMS (Academy of Marketing Science) (Oslo, Norway)
2009/06	Apresentação Projecto de Doutoramento	Seminar on Consumption Theory (Ankara, Turkey)
2009/05	Buyer-Seller Interactions and Relationship Development: The Trade Fair Context	38th EMAC Conference (Nantes, France)
2009/02	Buyer-Seller Interactions and Relationship Quality: The Trade Fair Context	XIX Jornadas Hispano Lusas de Gestión Científica Universidad de Jaén (Baeza)
2008/11	Interacções entre Compradores e Vendedores em Mercados Industriais: Implicações no Desempenho Relação	2º Encontro Luso-Brasileiro de Estratégia (Lisboa, Portugal)
2008/03	Interacções entre compradores e vendedores em feiras industriais: uma perspectiva de marketing relacional	Apresentação pública do projecto de Doutoramento Universidade do Minho (Braga, Portugal)

Supervision

	Thesis Title Role	Degree Subject (Type) Institution / Organization
2017 - 2017	Projeto de Criação da Empresa Almithy Adventures Co-supervisor	Mestrado em Gestão do Turismo (Master) Instituto Politécnico do Porto Instituto Superior de Contabilidade e Administração do Porto, Portugal
2013 - 2013	Recetividade à publicidade nas redes sociais. Estudo empírico com utilizadores portugueses Co-supervisor	Mestrado em Direção Comercial e Marketing (Master) Instituto Superior de Administração e Gestão, Portugal

Event participation

	Activity description Type of event	Event name Institution / Organization
2011 - 2011	Interveniente no painel: Entre as politicas e o mercado - que papel para o terceiro sector? em representação da AEP Meeting	Sustentabilidade das Organizações do Terceiro Sector CERCIAG, Portugal

Jury of academic degree

	Topic Role	Candidate name (Type of degree) Institution / Organization
2021	Motivações e Barreiras para o Consumo Colaborativo de Roupa. Um estudo Qualitativo com Consumidores Portugueses (Thesis) Main arguer	Karina Faria Silva (Master)
2021	O papel da Comunicação no Ponto de venda e dos Eventos para a Retail Brand Experience -O caso da FNAC do Gaia Shopping (Thesis) Main arguer	Viviana Cláudia Oliveira (Master) Universidade de Aveiro, Portugal
2020	Customer (dis) engagement and brand democratization. Understanding the customer-brand power gap (progression evaluation) (Thesis) Arguer	Muhammad Zakria (PhD) Universidade do Minho, Portugal
2019	Customer (dis) engagement and brand democratization. Understanding the customer-brand power gap (Thesis) Arguer	Muhammad Zakria (PhD) Universidade do Minho, Portugal
2018	Estratégias de marketing e comunicação digital low-budget para PME a operar em mercados B2B: o caso da Distribuidora Aveirense (Thesis) Arguer	Daniela Sofia da Silva Vieira (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2018	Estudo das associações à marca na perspectiva do consumidor: Aplicação da metodologia brand concept map à marca Yammi (Thesis) Arguer	Dina Andreia de Sousa Oliveira (Master) Universidade de Aveiro Instituto Superior de Contabilidade e Administração, Portugal
2015	Updating the internal marketing framework (Thesis) Arguer	David Mahamad (Master) Instituto Superior de Administração e Gestão, Portugal
2015	Determinação do Posicionamento B2B Decflex Sodeca Group (Thesis) Arguer	Ana Caldeira dos Santos Vieira de Araújo (Master) Universidade Católica Portuguesa Centro Regional do Porto, Portugal
2014	A Função Marketing em Contexto de PME – Uma Experiência Empresarial no Sector Têxtil e de Vestuário (Thesis) Arguer	Marcelo Silva Lamosa (Master) Instituto Superior de Administração e Gestão, Portugal
2014	Gestão integrada de relacionamentos. O caso APCER (Thesis) Arguer	Carla Isabel de Jesus Vasconcelos (Master) Universidade Portucalense Infante D Henrique Departamento de Ciências Económicas e Empresariais, Portugal
2013	O Marketing das cidades como uma abordagem para o desenvolvimento: o caso do Mindelo (Thesis) Arguer	Alphonsine Silva Brito Monteiro (Master) Universidade do Porto Faculdade de Economia, Portugal
2013	Candidatura a título de especialista na área de marketing e publicidade Thesis Member	Augusto Marques dos Santos (Other) Instituto Superior Politécnico Gaya, Portugal
2012	Feiras e exposições internacionais: um estudo exploratório dos fatores de decisão e motivação de participação numa feira internacional (Thesis) Arguer	Pedro Bruno Silva (Master) Instituto Politécnico do Porto Instituto Superior de Contabilidade e Administração do Porto, Portugal
2012	Do Marketing à Publicidade: A experiência numa agência de comunicação (Thesis) Arguer	Joana Chamusca Magalhães (Master) Instituto Superior de Administração e Gestão, Portugal

Association member

	Society Organization name	Role
2022/05/05 - Current	Ibero-American Network for Research in Sustainable Development	Researcher

Committee member

	Activity description Role	Institution / Organization
2017 - Current	Member of the Scientific Committee of the International Conference of Applied Business and Management Member	ISAG - European Business School, Portugal

Conference scientific committee

	Conference name	Conference host
2016 - Current	AMS - Academy of Marketing Science Conference
2015 - Current	EMAC - European Marketing Conference

Course / Discipline taught

	Academic session	Degree Subject (Type)	Institution / Organization
2022 - 2023	Metodologias de Investigação	(Mestrado)	Universidade Lusófona do Porto, Portugal
2015 - 2016	Metodologia de Investigação	(Mestrado)	Instituto Politécnico do Porto Instituto Superior de Contabilidade e Administração do Porto, Portugal
2015 - 2016	Marketing Turistico	(Licenciatura)	Instituto Politécnico do Porto Instituto Superior de Contabilidade e Administração do Porto, Portugal
2013 - 2015	Gestão de Empresas	(Licenciatura)	Instituto Superior de Tecnologias Avançadas de Lisboa Porto, Portugal
2013 - 2015	Comportamento do Consumidor	(Licenciatura)	Universidade do Minho, Portugal
1996 - 1998	Administração de Recursos	(Licenciatura)	Instituto Superior de Entre Douro e Vouga, Portugal
1990 - 1991	Metodologia de Investigação	(Licenciatura)	Escola Superior de Educação de Paula Frassinetti, Portugal

Interview (newspaper / magazine)

	Activity description	Newspaper / Forum
2013	A eficácia da Comunicação resulta de uma adequada estratégia de marketing-mix (entrevista concedida enquanto Directora de Marketing, Comunicação e Associados da AEP).	Designarte (Designações 03)
2004	Registo de Marcas é ponto de partida para qualquer empresa (entrevista concedida enquanto Directora do Gabinete de Comunicação, Informação e Associados da AEP)	Revista Marcas e Patentes

Journal scientific committee

	Journal title (ISSN)	Publisher
2018 - Current	European Journal of Marketing (0309-0566)	Emerald (MCB UP )
2018 - Current	Journal of Marketing Communications (1466-4445)	Informa UK (Taylor & Francis)
2018 - Current	Area Development and Policy (2379-2957)	Informa UK (Taylor & Francis)
2017 - Current	The Professional Geographer
2017 - Current	Studies in Higher Education (1470-174X)	Informa UK (Taylor & Francis)
2017 - Current	Education & Training
2017 - Current	Journal of Marketing Management (1472-1376)	Informa UK (Taylor & Francis)
2015 - Current	International Journal of Contemporary Hospitality Management (0959-6119)	Emerald
2015 - Current	Journal of Convention & Event Tourism (1547-0156)	Informa UK (Taylor & Francis)

Other jury / evaluation

	Activity description	Institution / Organization
2013 - 2013	Participação no processo de Auto-Avaliação do Ciclo de Estudos – Mestrado em Empreendedorismo e Inovação, como entidade externa em representação da AEP	Instituto Politécnico do Porto Instituto Superior de Contabilidade e Administração do Porto, Portugal
2012 - 2012	Participação no processo de Auto-Avaliação do Ciclo de Estudos – Licenciatura em Gestão de Actividades Turísticas, como entidade externa em representação da AEP	Instituto Politécnico do Porto Instituto Superior de Contabilidade e Administração do Porto, Portugal

Distinctions

Other distinction

2013	Recognition Letter AEP- Associação Empresarial de Portugal, Portugal
2009	Recogniton Letter AMS - Academy of Marketing Science, United States