Games, Marketing and Open Innovation

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Date:
Tuesday, May 31, 2016
Time:
10:00am – 12:00pm Presentation & QA
12:00pm – 1:00pm Lunch
Location:
Segal Graduate School
500 Granville Street, Vancouver
Room 2800 (2nd floor)
Inquiries:
Please contact beedie-events@sfu.ca

Market Segmentation and Electronic Games: A View from Brazil

Abstract
This talk deals with the identification of market segments for the electronic games business in Brazil. Surveys reveal the identification of five market segments based on a set of motivational behaviors put forward by the literature as relevant to electronic games playing. The majority of variables were significant both to explain the first dependent variable (intention to play) as to act as mediator for the second dependent variable (intention to pay). The significant variables were used to make segmentation by SOM and ANOVA. Groups of clients are profiled according to five identifying labels: addict hard players, busy hard players, diversity seekers players, bored players and casual players. These findings are helpful for designing games for specific market segments.

Authors: Lucas Lopes,State University of Ceara/Brazil, Ana Augusta Freitas, State University of Ceara/Brazil, Luiz Fernando Heineck, State University of Ceara/Brazil

Dr. Ana Freitas is a Full Professor of the Department of Business at the State University of Ceara, Brazil. She has a Post-Doctorate degree in technology innovation at Fundacao Getulio Vargas, Rio de Janeiro, Brazil (2011) . Dr. Freitas received her Ph.D. (2000) and her MBA (1995) in Production Management at Federal University of Santa Catarina. In addition, she graduated in Civil Engineering at Federal University of Ceará – Brazil (1992). Dr. Freitas has published and presented papers reflecting her research interests in marketing and innovation. Most of her publications are in Portuguese, in leading management journals in Brazil.

Open Innovation and the Role of Marketing in Organizations

Abstract
Although there are many research articles on open innovation, few have characterized their impacts and challenges.Furthermore. There is even less literature on the theoretical and practical links between open innovation and marketing. Thus, this talk sheds light on this gap  by proposing an analytical framework for future empirical studies that span marketing and open innovation. The framework outlines the role of marketing in the processes of knowledge flow between firms and their exterior environment in an open innovation perspective.

Authors: Marcio Mota, State University of Ceara/Brazil, Samuel Camara, State University of Ceara/Brazil, Ana Augusta Freitas, State University of Ceara/Brazil, Felipe Gerhard Sousa, State University of Ceara/Brazil, Lucas Lopes de Souza, State University of Ceara/Brazil

Dr. Marcio Mota is an Assistant Professor of the Department of Marketing at the State University of Ceara, Brazil. He is a Post-Doctoral Researcher at Fundacao Getulio Vargas, Sao Paulo, Brazil. He was a Visiting Scholar at the Asper School of Business/University of Manitoba and Guest Lecturer at the Aalto University, Finland. Dr. Mota received his Ph.D. in Business/Marketing at University of Fortaleza; he received his MSc in Marketing from State University of Ceara, Brazil, his MBA in Marketing from the State University of Ceara, Brazil and his BBA from the State University of Ceara, Brazil. In addition, he completed three Graduate Diplomas – in Marketing at the State University of Ceara, Brazil, in Technology at the Federal University of Rio de Janeiro, Brazil and in Health Business Management from Anhanguera University – Sao Paulo, Brazil.