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PhD in Marketing at ISCTE-Instituto Universitário de Lisboa and Pos-Doc at Nova School of Business and Economics . Currently, Marta is Director and Full Professor at Instituto Português de Administração de Marketing de Lisboa (IPAM Lisboa). Previously, she was an invited assistant professor at Católica Lisbon School of Business & Economics. She owns a strong record of teaching and research in Marketing & Management areas, and also a demonstrated history of working in the higher education industry. Her research has appeared in top journals, such as the Journal of Academy of Marketing Science (JAMS), Sociology of Health & Illness (SHI), Journal of Small Business Management (JSBM), Journal of Management, Spirituality & Religion (JMSR), Journal of Retailing and Consumer Services (JRCS). You can also find her work and media articles in magazines, such as Briefing, Exame Portugal, among others. Marta's research work is an intersection between marketing strategy, hybrid organizations and sustainable organizations in non-legitimized contexts (marginalized market categories), in the healtcare and well-being sectors.
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Identification

Personal identification

Full name
Marta Liliana Nunes Bicho

Citation names

  • Bicho, Marta

Author identifiers

Ciência ID
4D11-F018-9651
ORCID iD
0000-0001-7448-9724

Websites

Knowledge fields

  • Social Sciences - Economics and Business - Business and Management

Languages

Language Speaking Reading Writing Listening Peer-review
Portuguese (Mother tongue)
English Elementary (A2) Elementary (A2) Elementary (A2) Elementary (A2) Elementary (A2)
Education
Degree Classification
2011/01/09 - 2016/05/19
Concluded
 Marketing (Doutoramento)
Major in Sem especialidade
ISCTE-Instituto Universitário de Lisboa, Portugal
"Three essays on managers´ strategic decisions to legitimacy constraints in a marginalized market category" (THESIS/DISSERTATION)
 Aprovado com distinção
2008/09/01 - 2010/07/31
Concluded
 Business (Mestrado)
ISCTE Business School, Portugal
"Thesis "Marketing and Institutional factors in the voluntary reporting of Corporate Social Responsibility Reporting - The Case of Global Reporting Initiative" " (THESIS/DISSERTATION)
2004/09/14 - 2007/07/31
Concluded
 Business Administration (Licenciatura)
ISCTE Business School, Portugal
Affiliation

Science

Category
Host institution 		Employer
2018/11/01 - 2019/08/31 Postdoc (Research) Universidade Nova de Lisboa Nova School of Business and Economics, Portugal
2015/04/01 - 2015/08/02 Visiting Researcher (Research) The Open University Department of Strategy and Marketing, United Kingdom

Teaching in Higher Education

Category
Host institution 		Employer
2022/02/01 - Current Main Coordinator Teacher (Polytechnic Teacher) Instituto Português de Administração de Marketing de Lisboa, Portugal
2021/09/01 - 2022/01/31 Teacher Coordinator (Polytechnic Teacher) Instituto Português de Administração de Marketing de Lisboa, Portugal
2017/09/01 - 2021/12/31 Invited Assistant Professor (University Teacher) Universidade Católica Portuguesa Faculdade de Ciências Económicas e Empresariais, Portugal
2016/09/01 - 2020/08/31 Adjunct Teacher (Polytechnic Teacher) Instituto Português de Administração de Marketing de Lisboa, Portugal
2016/02/01 - 2016/07/31 Invited Assistant Professor (University Teacher) Universidade Europeia, Portugal
2016/02/01 - 2016/07/31 Invited Adjunct Teacher (Polytechnic Teacher) Instituto Português de Administração de Marketing de Lisboa, Portugal
2012/02/01 - 2015/06/30 Assistant (University Teacher) ISCTE-Instituto Universitário de Lisboa, Portugal

Positions / Appointments

Category
Host institution 		Employer
2021/02/01 - Current Director Instituto Português de Administração de Marketing de Lisboa, Portugal
2020/09/01 - 2021/01/31 Director Adjunto Instituto Português de Administração de Marketing de Lisboa, Portugal
2016/09/01 - 2020/08/31 Directora da Licenciatura em Gestão de Marketing Instituto Português de Administração de Marketing de Lisboa, Portugal
2016/09/24 - 2017/08/31 President of the Pedagogic Council Instituto Português de Administração de Marketing de Lisboa, Portugal
Projects

Grant

Designation Funders
2009/04/01 - 2011/07/31 Linking Business-to-Business Relationship Management Inputs with Financial and Objective Outcomes
PTDC/GES/70167/2006
Research Fellow
ISCTE-Instituto Universitário de Lisboa Unidade de Investigação em Desenvolvimento Empresarial, Portugal

Universidade Nova de Lisboa Nova School of Business and Economics Unidade de Investigação, Portugal
Fundação para a Ciência e a Tecnologia
Concluded

Contract

Designation Funders
2019/01/01 - 2019/12/31 Unidade de Investigação em Desenvolvimento Empresarial - UNIDE
UID/GES/00315/2019
ISCTE-Instituto Universitário de Lisboa, Portugal

ISCTE-Instituto Universitário de Lisboa Unidade de Investigação em Desenvolvimento Empresarial, Portugal
Fundação para a Ciência e a Tecnologia
Concluded
Outputs

Publications

Book
  1. Ali, I.; Jiménez-Zarco, A.I.; Bicho, M.. Using social media for CSR communication and engaging stakeholders. 2015.
    10.1108/S2043-052320150000007010
Book chapter
  1. Pires de Almeida, F.; Bicho, M.. "A Road Map for Implementing Impact Investing: The Case of Multinational Companies". 2020.
Conference paper
  1. Bicho, Marta; Pacheco, Natalia; MARTINEZ, LUISA M.. "The role of customer and service provider mindfulness on trust recovery after a service failure". Paper presented in EMAC Conference, Madrid, 2021.
    Published
  2. Lucian, R.; Bicho, M.. "Crowdfunding practices for social projects: an experiment of co-creation". 2019.
    10.1007/978-3-030-02568-7_152
  3. Bicho, M.; Nikolaeva, R.; Lages, C.. "Social Enterprise Legitimacy in a Hostile Market". 2019.
    10.1007/978-3-030-02568-7_46
  4. Bicho, M.; Nikolaeva, R.; Ferreira, F.; Lages, C.. "Exploring the Success Factors of Hybrid Micro-Enterprises". 2018.
    10.1007/978-3-319-68750-6_56
  5. Bicho, M.; Nikolaeva, R.; Lages, C.; Ferreira, F.. "Hybrid Micro-Enterprises – Founding Motives and the Meaning of Success". 2017.
  6. Bicho, M.; Nikolaeva, R.; Lages, C.; Ferreira, F.. "Hybrid Micro-Enterprises – Founding Motives and the Meaning of Success". 2017.
  7. Bicho, M.; Nikolaeva, R.; Lages, C.. "Social Enterprise Legitimacy Spiral in a Hostile Context". 2016.
  8. Bicho, M.; Nikolaeva, R.; Lages, C.. "Positioning as Strategic Balance: The Case of Complementary and Alternative Medicine (CAM)". 2014.
  9. Nikolaeva, R.; Bicho, M.. "Marketing and Institutional Factors Affecting the Adoption of Voluntary Sustainability Reporting". 2010.
Journal article
  1. Luisa M. Martinez; Natália Pacheco; Filipe R. Ramos; Marta Bicho. "Would you try it again? Dual effects of customer mindfulness on service recovery". Journal of Retailing and Consumer Services (2023): https://doi.org/10.1016/j.jretconser.2023.103438.
    10.1016/j.jretconser.2023.103438
  2. Marta Bicho; Ralitza Nikolaeva; Carmen Lages. "Complementary and Alternative Medicine legitimation efforts in a hostile environment: The case of Portugal". Sociology of Health & Illness (2023): https://doi.org/10.1111/1467-9566.13625.
    10.1111/1467-9566.13625
  3. Ema Carvalho; Marta Bicho. "Social Entrepreneur Perceived Success by Integrating Cognitive Mapping and MCDA". Journal of Management, Spirituality & Religion (2023): http://dx.doi.org/10.51327/kjof5806.
    10.51327/kjof5806
  4. Bicho, M.; Nikolaeva, R.; Ferreira, F.; Lages, C.. "Perceived success of hybrid microorganisations in a contested category". Journal of Small Business Management 60 4 (2022): 859-891. https://www.tandfonline.com/doi/full/10.1080/00472778.2020.1740536.
    Published • 10.1080/00472778.2020.1740536
  5. Nikolaeva, R.; Bicho, M.. "The role of institutional and reputational factors in the voluntary adoption of corporate social responsibility reporting standards". Journal of the Academy of Marketing Science 39 1 (2011): 136-157. http://www.scopus.com/inward/record.url?eid=2-s2.0-78650989314&partnerID=MN8TOARS.
    10.1007/s11747-010-0214-5
Thesis / Dissertation
  1. Bicho, Marta; Petrolo, Francesco. "Social impact measurement on social enterprises : systematic review and recommendations". Master, 2018. http://hdl.handle.net/10400.14/25444.
  2. Bicho, Marta; Mei, Silas. "The impact of acquisitions of small social enterprises by giant multinational corporations on the consumers' brand perception of the acquired firm : the case of Ben & Jerry's". Master, 2018. http://hdl.handle.net/10400.14/25398.
  3. Bicho, Marta Liliana Nunes; Pegado, Nuno Miguel Coimbra Teixeira. "Overcoming organisational tensions : strategic actions taken by social enterprises". Master, 2018. http://hdl.handle.net/10400.14/25931.
  4. Bicho, Marta Liliana Nunes; Santos, Isabel Maria Ribeiro Oliveira. "Public policy, policy-making and social entrepreneurship : the case of Portugal and the UK". Master, 2018. http://hdl.handle.net/10400.14/25663.
  5. Bicho, Marta Liliana Nunes; Silva, Gonçalo Espanha Torrado da. "Investment in Hybrid Organizations in Healthcare". Master, 2018. http://hdl.handle.net/10400.14/25340.
  6. Bicho, Marta Liliana Nunes; Coco, Daniela Sofia Ranita Rodrigues de. "Consumers’ perception of quality and factors of purchase in the context of a social enterprise : an exploratory study based on Cozinha com Alma". Master, 2018. http://hdl.handle.net/10400.14/25364.
  7. Nikolaeva, Ralitza; Lages, Carmen; Bicho, Marta Liliana Nunes; marta_liliana_bicho@iscte.pt. "Three essays on managers' strategic decisions to legitimacy constraints in a marginalized market category". PhD, 2016. http://hdl.handle.net/10071/11467.
  8. Farinha, Nuno João Marques; Bicho, Marta; Robalo, Ana Luísa Correia. "O Marketing Experimental e a Experiência criada pelas marcas: Estudo de caso IKEA". Master, 2016. http://hdl.handle.net/10400.26/17042.
  9. Nikolaeva, Ralitza; Lages, Carmen; Bicho, Marta; martanbicho@gmail.com. "Marketing and institutional factors in the voluntary adoption of corporate social responsibility reporting: the case of global reporting initiative". Master, 2010. http://hdl.handle.net/10071/3795.
    BICHO, Marta - Marketing and institutional factors in the voluntary adoption of corporate social responsibility reporting: the case of global reporting initiative [Em linha]. Lisboa: ISCTE, 2010. Dissertação de mestrado. [Consult. Dia Mês Ano] Disponível

Other

Other output
  1. Public Policy, Policy-Making and Social Entrepreneurship: The Case of Portugal and the UK. 2019. Santos; Bicho, M.. https://ciencia.iscte-iul.pt/publications/public-policy-policy-making-and-social-entrepreneurship-the-case-of-portugal-and-the-uk/73547?lang=en.
  2. The Search for Strategic Balance by a Marginalized Market Category: Similarity or Distinctiveness?. 2019. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/the-search-for-strategic-balance-by-a-marginalized-market-category-similarity-or-distinctiveness/73548?lang=en.
  3. Identity and Optimal Distinctiveness by Contested Transformative Services: the Case of Complementary and Alternative Medicine (CAM). 2019. Bicho, M.; Lages, C.; Simões, C.. https://ciencia.iscte-iul.pt/publications/identity-and-optimal-distinctiveness-by-contested-transformative-services-the-case-of-complementary/73546?lang=en.
  4. Public Policy, Policy-Making and Social Entrepreneurship: The Case of Portugal and the UK. 2019. Santos; Bicho, M.. https://ciencia.iscte-iul.pt/publications/public-policy-policy-making-and-social-entrepreneurship-the-case-of-portugal-and-the-uk/73545?lang=en.
  5. Social Enterprise Legitimacy in a Hostile Market.. 2018. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/social-enterprise-legitimacy-in-a-hostile-market/60055?lang=en.
  6. Crowdfunding Practices for Social Projects: An Experiment of Co-Creation. 2018. Lucian, R,; Bicho, M.. https://ciencia.iscte-iul.pt/publications/crowdfunding-practices-for-social-projects-an-experiment-of-co-creation/60054?lang=en.
  7. Hybrid Organizations’ Legitimacy Quest in a Hostile Environment. 2018. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/hybrid-organizations-legitimacy-quest-in-a-hostile-environment/60053?lang=en.
  8. Exploring the Success Factors of Hybrid Micro-Enterprises. 2017. Bicho, M.; Nikolaeva, R.; Lages, C.; Ferreira, F.. http://www.ams-web.org/event/2017WMC.
  9. Hybrid Micro-Enterprises – Founding Motives and the Meaning of Success. 2017. Bicho, M.; Nikolaeva, R.; Lages, C.; Ferreira, F.. http://www.iese.edu/en/faculty-research/events/iese-luiss-conference-responsability-sustainability-social-entrepreneurship/journal-business-ethics/.
  10. Hybrid Micro-Enterprises – Founding Motives and the Meaning of Success. 2017. Bicho, M.; Nikolaeva, R.; Lages, C.; Ferreira, F.. http://www.euram-online.org/.
  11. Social Enterprise Legitimacy Spiral in a Hostile Context. 2016. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/social-enterprise-legitimacy-spiral-in-a-hostile-context/30675?lang=en.
  12. Social Entrepreneurs’ Motivations and Value Creation Dimensions. 2015. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/social-entrepreneurs-motivations-and-value-creation-dimensions/30679?lang=en.
  13. Managing Strategic Paradoxes in Social Enterprises Decision Making. 2015. Bicho, M.; Nikolaeva, R.; Lages, C.; Ferreira, F.. https://ciencia.iscte-iul.pt/publications/managing-strategic-paradoxes-in-social-enterprises-decision-making/30678?lang=en.
  14. Inter-category Positioning as Strategic Balance in a Marginalized Market Category. 2015. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/inter-category-positioning-as-strategic-balance-in-a-marginalized-market-category/30676?lang=en.
  15. Value Creation Challenges of a Marginalized Category in Social Entrepreneurship. 2015. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/value-creation-challenges-of-a-marginalized-category-in-social-entrepreneurship/30677?lang=en.
  16. Positioning as Strategic Balance when Lacking Legitimacy: The Case of Complementary and Alternative Medicine (CAM). 2014. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/positioning-as-strategic-balance-when-lacking-legitimacy-the-case-of-complementary-and-alternative/30680?lang=en.
  17. Positioning as Strategic Balance: The Case of Complementary and Alternative Medicine (CAM),. 2014. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/positioning-as-strategic-balance-the-case-of-complementary-and-alternative-medicine-cam/19654?lang=en.
  18. Market legitimacy of a Marginalized Category: The Case of Complementary and Alternative Medicine (CAM). 2013. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/market-legitimacy-of-a-marginalized-category-the-case-of-complementary-and-alternative-medicine-cam/30681?lang=en.
  19. CSR As a Catalyst of Exploratory Innovation in High Technology Firms. 2013. Cláudia Costa; Lages, L. F.; Hortinha, P.; Bicho, M.. https://ciencia.iscte-iul.pt/publications/csr-as-a-catalyst-of-exploratory-innovation-in-high-technology-firms/30682?lang=en.
  20. Market Legitimacy in the Diffusion of a Newly Construed Category: The Case of Complementary and Alternative Medicine (CAM). 2012. Bicho, M.. https://ciencia.iscte-iul.pt/publications/market-legitimacy-in-the-diffusion-of-a-newly-construed-category-the-case-of-complementary-and/30684?lang=en.
  21. Market Legitimacy in the Diffusion of a Construed Category: The Case of Complementary and Alternative Medicine. 2012. Bicho, M.; Nikolaeva, R.; Lages, C.. https://ciencia.iscte-iul.pt/publications/market-legitimacy-in-the-diffusion-of-a-construed-category-the-case-of-complementary-and/30683?lang=en.
  22. The Role of Institutional and Reputational Factors in the Voluntary Adoption of Corporate Social Responsibility Reporting Standards. Firms are uncertain about the value of corporate social responsibility (CSR) reporting, which may involve significant costs. What makes them embark on the initiative? This is the first study to explore the voluntary adoption by companies of the world's most widespread framework of CSR reporting-the Global Reporting Initiative (GRI). The GRI case is impressive because it achieved its status in mere. 2011. Nikolaeva, Ralitza; Bicho, Marta; marta_liliana_bicho@iscte.pt. http://www.springerlink.com/content/km8q2310n7m05675/.
    10.1007/s11747-010-0214-5
  23. Marketing and Institutional Factors Affecting the Adoption of Voluntary Sustainability Reporting. 2010. Nikolaeva, R.; Bicho, M.. http://annualmeeting.aomonline.org/2010/.
  24. Reputation and Legitimacy Drivers of Voluntary Sustainability Reporting. 2010. Nikolaeva, R.; Bicho, M.. http://www.kamsconference.org/2010/main.htm.
Distinctions

Award

2023 Research Award (Q1)
Instituto Português de Administração de Marketing de Lisboa, Portugal
2018 Best Professor 2018
Instituto Português de Administração de Marketing de Lisboa, Portugal
2015 Best Paper Award at EURAM 2015
2014 Award for Best Project in Social Entrepreneurship
2011 Award of Merit and Scientific Excellence
ISCTE Business School, Portugal

Other distinction

2017 Nominee for 2017 Best Paper Award at EURAM 2017
2015 Finalist of the Doctoral Colloquium Best Paper Award at EURAM 2015
2012 Doctoral Research Grant
Fundação para a Ciência e a Tecnologia, Portugal
2012 Doctoral Merit Grant
ISCTE-Instituto Universitário de Lisboa, Portugal