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Dear Readers,
It is with joy that I begin my journey in the role of editor-in-Chief of the BBR. It is an honor for me to have been invited to this role, but at the same time I recognize the responsibility involved in the work that lies ahead. For some time I have been collaborating for the journal first as a reviewer, then as co-editor and now I get the task to lead the management of the journal. I hope to be able to expand “my best” in that period, so that it can live up to the expectations of all involved.
The task, although not an easy one, is simplified due to the fact that I am receiving the house in order. I am immensely thankful to Prof. Dr. Emerson Mainardes, who now will continue contributing as co-editor, for his commitment and competence. BBR has accomplished important advances in its management, especially in terms of internationalization, and I am grateful that he spared no effort up until the last moment of his duties as editor-in-Chief in order to facilitate the process of succession. I thank also to our, until then, editorial assistant Rozélia Laurett for supporting me both in the process of transition and the dedicated training of our new assistant André Cavalcanti, to whom I am also grateful for having accepted my invitation. In addition, I extend my appreciation to our former BBR’s Editor-in-Chief, especially Prof. Dr. Bruno Funchal, who also has supported significantly with his experience present in the journal in his current condition as associate editor.
A big thank you also to our associate editors, who have been collaborating with the growth of the BBR. My compliments to Profs. Drs. Fernando Galdi, Renê Coppe, João Ferreira, Bruno Fernandes, Márcio Machado and also to the evaluators who they have team worked with. Your willingness to continue supporting us will make all the difference in the sense of keeping the pace and quality of the evaluation process of the articles that are submitted. I conclude by thanking FUCAPE’s Board for the trust placed in me.
In this first edition of 2016, I begin by presenting the papers by Luciene Eberle, Gabriel Sperandio Milan and Celso Augusto de Matos, who sought to develop and test a theoretical model that encompasses the relationships between perceived value, service provider’s reputation, trust and switching costs as antecedents to customer retention.
Then, Cristiano de Oliveira Maciel and Camila Camargo discuss the concept of co-production factors of primary agents (hub) and secondary (partners) in strategic networks of shared service delivery. The study verified the influence of these co-production factors singly and in interaction on the resulting attitudinal satisfaction and pride of the user of distant learning services.
In the third article, Tatiana Iwai gifts us with her study, which compared the effectiveness of formal and informal contracts on cooperation decision of the agent. In addition, her research has investigated its combined effect of substitution or complementation on cooperation. To achieve these goals she conducted an experiment to test, in a laboratory environment, the behavior of agents under the pressure of the two types of contracts.
The following study was conducted by José Sarto Freire Castelo, José Ednilson de Oliveira Cabral and Arnaldo Fernandes Matos Coelho. It evaluates the relationship between the elements of the marketing mix and the creation of brand equity, with the conceptual framework based on the state of the art of marketing literature. The investigation was based on perception of 603 buyers, who experienced the context of an assisted top of mind awareness survey for six manufactures’ food brands versus a supermarket’s private labels.
In the fifth paper, Silvana Taschek Hastreiter and Renato Zancan Marchetti in which they sought to identify the hierarchy of goals that guides the decision of men and women attending shopping malls. The study, which used APT (Association Pattern Technique) and loglinear modeling, was divided into two phases. In the qualitative stage, consumers living in Curitiba-PR were interviewed, obtaining narratives and accounts of visits to shopping malls. In the quantitative stage, shopping malls goers from 66 Brazilian cities were accessed.
Finally, I present a study that evaluates the performance of the private management of the sanitation and water supply services in Brazil. This research sought to assess whether this management model has superior performance compared to the public management model. The analysis was based on various financial and operational indexes related to water supply and sewage collection and treatment between 2000 and 2010. The research was conducted by Fernando Antonio Perrone Pinheiro, José Roberto Ferreira Savoia and Claudio Felisoni de Angelo.
I bid farewell, inviting you all to Like the BBR page on Facebook and on Twitter and to help advertise the papers in this and other editions to your contacts who may be interested in some of the papers we publish.
Yours sincerely,
Bruno Felix von Borell de Araujo

BBR – Brazilian Business Review 

How to Cite
Felix, B. (2018). Editorial. Brazilian Business Review, 13(1). Retrieved from
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