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In this fifth edition of 2015, firstly I bring even more BBR news. As I informed in our previous editorial, BBR has settled a co-publishing contract with Springer Publishing and from 2016 on, BBR will be issued by this reputable publisher. Thus, 2016 will be a remarkable year for BBR.

Undoubtedly, the main change will come into effect from October, 2015: from October the first we´ll be only receiving papers in English. As for the papers in Portuguese, which were submitted before this date, these will follow the normal submission and evaluation procedures, though these will be published exclusively in English.

We also highlight the replacement of the current system by the Springer’s system, Editorial Manager. Certainly, Springer’s submission process is much superior to our current system, which will provide a more professional character to BBR. Despite these changes, which always generate costs, BBR will continue with its open access. Complementarily we’ll continue with the current BBR home page, once the papers published up until the last edition will be available, both in Portuguese as well as English.

May I also remind the authors of our first Special Issue to be published in Springer’s server, which will be the sixth edition of 2016. Submissions are opened, calling for papers with the theme Strategy in Sport Management. Seize the opportunity! I once more commend authors submitting to our Special Issue that papers will only be received in English.  

In this issue we present the first study, authored by Pedro Luiz Albertin Bono Milan and William Eid Junior, this study investigates the determinants of the portfolio turnover indexes of actively managed stock investment funds in the Brazilian market. After analyzing data, the authors, identified that the characteristics of funds and managers have an impact on the portfolio turnover indexes. Furthermore, large funds and those that require high initial deposits tend to present higher turnover, as is the case of funds having longer manager tenure. Complementarily, the authors identified that managers with more time dedicated to the same fund tend to present high turnover indexes.

The second study of this issue, whose authorship is Abimael Magno Do Ouro Filho, Maria Elena Leon Olave and Ikaro Daniel de Carvalho Barreto, aimed to identify the factors that can lead to disarticulation among the participants in the Local Productive Arrangements (LPA) formed by small clothing manufacturers in the city of Tobias Barreto, Sergipe. By the application of a questionnaire to Micro and Small businesses listed in the public record as participating in this LPA, it was verified that the number of participants, the lack of trust among them, the conflicts and the appearance of opportunistic behavior are the factors that contribute to disarticulation among the actors in local productive arrangements. 

The third study then, by Fernanda Lazzari and Luiz Antonio Slongo, evidenced the ocurrence of the placebo effect triggered by the product’s country of origin. From an experiment, it verified the variations in mental acuity and reasoning speed after drinking products supposedly originating from different countries. The results indicated that the origin from a country with a negative stereotype regarding product quality can generate a negative placebo effect.

The fourth study of this issue, authored by Rafael Barreiros Porto and Nolah Schütte da Rocha Lima, analyzed the nonlinear impact of the marketing mix on the volume of sales, volume of consumers and the level of purchasing by each consumer. After conducting the longitudinal study, the results indicated that the marketing mix, especially branding and pricing, have a strong impact on all the dependent variables in nonlinear form. The study demonstrates eight impacting patterns of the marketing mix on the indicators investigated, with alterations in their order and weight for brands and consumers.

Following the fifth study of this issue, whose authors were Maurilio Alves de Melo and Rodrigo José Guerra Leone, analyzes the alignment between competitive strategies and management of manufacturing costs in small industrial firms for the purpose of obtaining competitive advantages. After analyzing small industrial firms in the transformation segment located in the city of Mossoró, Rio Grande do Norte, it was demonstrated that the integration of competitive strategies with cost management results in advantages, especially for small industrial firms that adopt a stuck-in-the-middle posture with combined priorities for strategic actions by product differentiation and reduction of costs. It was also made noticeable that the alignment of competitive strategies with cost management is more favorable to small industrial firms that strive for product differentiation and cost leadership simultaneously, or exceptionally focus on differentiation.

Finally, the last study, by Arminda do Paço, Luís Rodrigues and Ricardo Gouveia Rodrigues, analyzed whether the brand image of an specific non-governmental organization (NGO) influences both fund raising and the recruitment of volunteers. The results of the field research revealed that the image utility and affect contribute to the intention to give financial aid to NGOs. When it comes to donating time, only efficiency is found to be a significant factor in the variability of that intention. In the case of the influence of brand awareness, we concluded that familiarity with the NGO contributes positively to the intention to donate.

In short, these are the BBR news and the papers we offer to our readers in this fifth edition of 2015. I hope you enjoy. Good reading!

Emerson Mainardes

Chief Editor

BBR – Brazilian Business Review

How to Cite
Mainardes, E. (2018). Editorial. Brazilian Business Review, 12(5). Retrieved from
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