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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Identificação pessoal

Nome completo
Marta Liliana Nunes Bicho

Nomes de citação

  • Bicho, Marta

Identificadores de autor

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

Websites

Domínios de atuação

  • Ciências Sociais - Economia e Gestão - Organização e Gestão de Empresas

Idiomas

Idioma Conversação Leitura Escrita Compreensão Peer-review
Português (Idioma materno)
Inglês Utilizador elementar (A2) Utilizador elementar (A2) Utilizador elementar (A2) Utilizador elementar (A2) Utilizador elementar (A2)
Grau Classificação
2011/01/09 - 2016/05/19
Concluído
 Marketing (Doutoramento)
Especialização em Sem especialidade
ISCTE-Instituto Universitário de Lisboa, Portugal
"Three essays on managers´ strategic decisions to legitimacy constraints in a marginalized market category" (TESE/DISSERTAÇÃO)
 Aprovado com distinção
2008/09/01 - 2010/07/31
Concluído
 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" " (TESE/DISSERTAÇÃO)
2004/09/14 - 2007/07/31
Concluído
 Business Administration (Licenciatura)
ISCTE Business School, Portugal

Ciência

Categoria Profissional
Instituição de acolhimento 		Empregador
2018/11/01 - 2019/08/31 Pós-doutorado (Investigação) Universidade Nova de Lisboa Nova School of Business and Economics, Portugal
2015/04/01 - 2015/08/02 Investigador visitante (Investigação) The Open University Department of Strategy and Marketing, Reino Unido

Docência no Ensino Superior

Categoria Profissional
Instituição de acolhimento 		Empregador
2022/02/01 - Atual Professor Coordenador Principal (Docente Ensino Superior Politécnico) Instituto Português de Administração de Marketing de Lisboa, Portugal
2021/09/01 - 2022/01/31 Professor Coordenador (Docente Ensino Superior Politécnico) Instituto Português de Administração de Marketing de Lisboa, Portugal
2017/09/01 - 2021/12/31 Professor Auxiliar Convidado (Docente Universitário) Universidade Católica Portuguesa Faculdade de Ciências Económicas e Empresariais, Portugal
2016/09/01 - 2020/08/31 Professor Adjunto (Docente Ensino Superior Politécnico) Instituto Português de Administração de Marketing de Lisboa, Portugal
2016/02/01 - 2016/07/31 Professor Auxiliar Convidado (Docente Universitário) Universidade Europeia, Portugal
2016/02/01 - 2016/07/31 Professor Adjunto Convidado (Docente Ensino Superior Politécnico) Instituto Português de Administração de Marketing de Lisboa, Portugal
2012/02/01 - 2015/06/30 Assistente (Docente Universitário) ISCTE-Instituto Universitário de Lisboa, Portugal

Cargos e Funções

Categoria Profissional
Instituição de acolhimento 		Empregador
2021/02/01 - Atual 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 Presidente do Conselho Pedagógico Instituto Português de Administração de Marketing de Lisboa, Portugal

Bolsa

Designação Financiadores
2009/04/01 - 2011/07/31 Linking Business-to-Business Relationship Management Inputs with Financial and Objective Outcomes
PTDC/GES/70167/2006
Bolseiro de Investigação
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
Concluído

Projeto

Designação Financiadores
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
Concluído

Publicações

Artigo em conferência
  1. Bicho, Marta; Pacheco, Natalia; MARTINEZ, LUISA M.. "The role of customer and service provider mindfulness on trust recovery after a service failure". Trabalho apresentado em EMAC Conference, Madrid, 2021.
    Publicado
  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.
Artigo em revista
  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.
    Publicado • 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
Capítulo de livro
  1. Pires de Almeida, F.; Bicho, M.. "A Road Map for Implementing Impact Investing: The Case of Multinational Companies". 2020.
Livro
  1. Ali, I.; Jiménez-Zarco, A.I.; Bicho, M.. Using social media for CSR communication and engaging stakeholders. 2015.
    10.1108/S2043-052320150000007010
Tese / Dissertação
  1. Bicho, Marta; Petrolo, Francesco. "Social impact measurement on social enterprises : systematic review and recommendations". Mestrado, 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". Mestrado, 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". Mestrado, 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". Mestrado, 2018. http://hdl.handle.net/10400.14/25663.
  5. Bicho, Marta Liliana Nunes; Silva, Gonçalo Espanha Torrado da. "Investment in Hybrid Organizations in Healthcare". Mestrado, 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". Mestrado, 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". Doutoramento, 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". Mestrado, 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". Mestrado, 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

Outros

Outra produção
  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.

Prémio

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

Outra distinção

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