Luciano Lapa
Assistant Professor
I am originally from Brazil, where I was a business owner until for 11 years I moved to Ontario, Canada in 2016 and then Bloomington, IN in 2018.
Expertise
Managerial marketing research in the intersection with risk analysis, finance, and accounting. Specifically, problem-focused and risk-related managerial problems and their consequences on managerial decision making and firm performance.
Education
Ph.D. in Marketing, Indiana University, Kelley School of Business, Bloomington, IN, USA, We identify, conceptualize and operationalize different sources of risk and uncertainty that affect managers of public firms. Confidence-based sales risk concerns managers’ confidence in their firm’s ability to use its available marketing-related resources and capabilities to achieve desired levels of future sales revenues for their firms. In the first essay, we develop a measure of such sales risk based on extant research in risk analysis, demonstrate its validity, and examine how it affects managerial behavior and firm performance. We find that the managerial reaction to confidence-based sales risk is to increase marketing-related investments, which in turn increases sales growth but decreases profit margins. Customer orientation and marketing capabilities absorb the detrimental effect of risk, contributing to literature firm resilience. The attention-based view of the firm is the theoretical lens that explains managers’ reactions to risk, which on average involve more attention to short-term at the expense of long-term goals. In the second essay, we investigate whether three different sources of revenue uncertainty (i.e., guidance revenue uncertainty, analyst revenue uncertainty, and revenue volatility) affect 4-marketing related decisions (i.e., selling, general and administrative expense intensity, product quality investments, myopic marketing spending, and myopic revenue management), and their downstream consequences of firms’ return on revenue and revenue growth. Often the managerial response to different sources of revenue uncertainty introduces a trade-off between revenue growth and profits. Signaling theory, loss aversion and myopic managerial behavior explain managers’ reactions to guidance, analyst and volatility uncertainty, respectively. Both essays highlight the importance of studying risk and uncertainty as a plural, multifaceted phenomena that trigger different managerial responses with unique managerial and theoretical implications., 2023-05-30 M.Sc in Management, Brock University, Goodman School of Business, St. Catherines, ON, Canada, Mobile commerce (m-commerce) has grown over the years and today represents a promising channel for marketers. Nevertheless, it has not yet lived up to its full potential. Past research has mainly treated m-commerce as a predominantly utilitarian (i.e. functional and practical) way of shopping. Moving away from this uniquely utilitarian view of m-retailing, this study explores whether hedonic motivations (i.e. experience and enjoyment related) also play an important role in driving consumer m-commerce behaviour. We conceptualize consumers’ motivations as conditions that are a consequence of their regulatory orientations. The study proposes and empirically validates that prevention-oriented consumers (i.e. vigilant and conservative) are more likely to activate utilitarian motivations to use m-commerce, whereas promotion-oriented consumers (i.e. eager and risk-takers) are more likely to activate hedonic motivations to use m-commerce. The interplay between regulatory orientations and related motivations have direct consequences on consumers’ perceptions of value and trust toward m-commerce. More specifically, we show that hedonic motivations lead to higher value and trust for promotion-oriented individuals, and that utilitarian motivations lead to higher value and trust for prevention-oriented individuals. Moreover, both hedonic and utilitarian motivations are important determinants of trust and value for moderately prevention- and promotion-oriented individuals. Equipped with this knowledge, marketers can more efficiently cater to consumers’ motivations., 2018-05-30 B.B.A. in Business Administration, Universidade de Pernambuco, Faculdade de Ciencias da Adminstracao de Pernambuco, Recife, PE, Brazil, 2004-06-30
Courses Taught
MKTG 450W – Marketing Strategy (W)
Market-oriented problems of the firm; identification and selection of market opportunities; formulation of competitive strategies; marketing policies and programs.
MKTG 494H – Research Project (H)
Supervised student activities on research projects identified on an individual or small-group basis.
Selected Publications
Ashraf A., Thongpapanl N., Anwar A., Lapa L., Venkatesh V. "Perceived values and motivations influencing m-commerce use: A nine-country comparative study" International Journal of Information Management, vol. 59, 2021-02-26
Thongpapanl N., Ashraf A., Lapa L., Venkatesh V. "Differential effects of customers’ regulatory fit on trust, perceived value, and m-commerce use among developing and developed countries" Journal of International Marketing, vol. 26, 2018-09-01
Thongpapanl N., Ashraf A., Lapa L. "The Potential Benefits of Offering Suitable Mobile Commerce Experience to Your Customers: An Abstract" Academy of Marketing Science Annual Conference, 2017-12-06