Keysa Manuela C. Mascena

@unifor.br

Associate Professor of Strategy and Sustainability
University of Fortaleza

Keysa Manuela C. Mascena


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https://researchid.co/keysamascena

RESEARCH, TEACHING, or OTHER INTERESTS

Business, Management and Accounting, Strategy and Management
12

Scopus Publications

976

Scholar Citations

13

Scholar h-index

20

Scholar i10-index

Scopus Publications

  • Exploring the influence of family ownership and management on employee-centered corporate social responsibility practices in Brazilian firms
    Rômulo Alves Soares, Ana Rita Pinheiro de Freitas, Keysa Manuela da Cunha Mascena, Bruno de Souza Lessa, José Milton de Sousa-Filho
    Corporate Governance Bingley, 2026
    Purpose This study aims to examine how family involvement in the management and control of Brazilian firms listed on the B3 stock exchange impacts corporate social responsibility (CSR) practices directed at employees. It explores the heterogeneous roles of family members in shaping CSR strategies related to employee welfare. Design/methodology/approach Using a panel data set of 202 companies from 2010 to 2022, the authors used regression models and propensity score matching to analyze the influence of family presence in executive roles, board positions and controlling ownership on CSR dimensions such as compensation, training and diversity rights. Findings The findings reveal that family members on boards of directors and executive management positively influence transactional CSR practices, such as compensation and benefits. Conversely, controlling family shareholders negatively affects all CSR dimensions, underscoring the complex dynamics of family firm governance. Research limitations/implications The study focuses on Brazilian listed family firms, which may limit the generalizability of findings. Future research should consider comparative analyses across different institutional contexts and explore broader CSR dimensions, including environmental and community practices. Practical implications Findings underscore the importance of the specific roles that family members play in governance for shaping CSR strategies, especially those targeting employee benefits. Social implications This study provides insights into how family businesses can align CSR practices with societal expectations, enhancing employee welfare and stakeholder engagement. Originality/value This research advances the understanding of the heterogeneous effects of family involvement on CSR practices, contributing to socio-emotional wealth and social exchange theories in the context of CSR and family firms.
  • Does Purpose Matter? Examining Consumers Purchase Intention of for-Profit Social Enterprises (FPSE)
    Daiane Mülling Neutzling, Raquel Soares Saturno Campos Luz, Lucas Lopes Ferreira de Souza, Thomaz Novais Rocha, Keysa Manuela da Cunha de Mascena
    Journal of Social Entrepreneurship, 2026
  • Sustainable operations in the steel industry: a study in the business-to-business context
    Lucas Lopes Ferreira Souza, Juliane Araújo Cardoso Costa, Keysa Manuela C. Mascena, Aleixo Fernandes, Juliana Silva Costa
    Journal of Business and Industrial Marketing, 2025
    Purpose This study aims to analyze the effect of environmental awareness and laws and regulations on adopting sustainable operations and whether this results in a competitive advantage for the organization. Design/methodology/approach A total of 176 Brazilian business-to-business (B2B) steel segment customers were analyzed using structural equation modeling and multigroup. Findings Sustainable operations influence green competitive advantage and environmental awareness influences sustainable operations. However, the relationship of environmental awareness becomes nonsignificant when laws and regulations are introduced. This result indicates that organizations in this sector have the knowledge to be sustainable but mainly implement sustainability practices when there are laws and regulations in place. Therefore, the role of the government in defining these laws and regulations is emphasized, along with the need for alternative ways for these organizations to become sustainable without relying solely on laws and regulations. Furthermore, even laws and regulations do not influence the sustainable operation of mature organizations. This is because they are aware, but this awareness alone is insufficient for them to adopt sustainable operations. Originality/value This study encompasses literature on institutional theory in the B2B context, first discussing how an external factor surpasses an internal factor in decision-making about sustainable operations. Second, the contribution also highlights differences in the influence of law and regulations on sustainable operations based on the age of the companies in the steel sector, considering the liability of newness and the legitimacy of established companies. Third, the research investigates how decision-makers on B2B procurement consider the influences on green competitive advantage in an emerging market.
  • Born Globals’ Risk Perception and Internationalization in Emerging Markets
    Fabricio Stocker, Keysa Manuela Cunha de Mascena, Gustavo Abib, Hélio Arthur Reis Irigaray
    Revista Brasileira De Gestao De Negocios, 2022
  • Prioritizing stakeholders in project management: Application of the multicritery hierarchy analysis method - AHP
    Keysa Manuela Cunha Mascena, Fabio Viel Santos, Fabricio Stocker
    International Journal of Professional Business Review, 2021
    Objetivo do estudo: este artigo tem como finalidade propor uma hierarquia de critérios de classificação de stakeholders em projetos de Tecnologia da Informação (TI).Metodologia: O método de priorização utilizado trata-se da metodologia AHP (Analytic Hierarchy Process) com objetivo de propor um ranking baseado em critérios pré-definidos que poderá ter sua relevância ajustada de acordo com a característica do projeto. Foram considerados fatores relacionados aos atributos de poder, legitimidade, urgência, interesse, influência e impacto dos stakeholders nos projetos, investigando-se uma amostra de 53 gestores de projetos.Originalidade/Relevância: O uso da abordagem da saliência de stakeholders e do método AHP fornecem uma ferramenta para priorização de stakeholders em projetos de TI.Principais resultados: Na avaliação de critérios que necessitam maior atenção na gestão, constatou-se que stakeholders com Poder, Legitimidade e Influência são os que costumam exigir maior atenção dos gestores de projetos, deixando assim, os critérios de Urgência, Interesse e Impacto como menor relevância.Contribuições metodológicas: apresenta-se um método que pode ser utilizado e adequado para cada projeto de acordo com seu ambiente e características, fazendo com que a classificação de stakeholders seja customizada e baseada em comparações e não em percepções.Contribuições para a gestão: refere-se ao aperfeiçoamento da capacidade de classificação de stakeholders em projetos de TI, apresentando uma proposta para priorizar as ações junto aos stakeholders mais críticos, sugerindo um método para ordenação que facilitará a atuação da equipe de gestão em casos de muitas pessoas com alta probabilidade de impactar ou ser impactado pelo projeto.
  • Corporate social performance and financial performance in Brazilian companies: Analysis of the influence of disclosure
    Anderson Pereira, Fabrício Stocker, Keysa Mascena, João Boaventura
    Brazilian Business Review, 2020
    The relationship between Corporate Social Performance (CSP) and Corporate Financial Performance (CFP) has been widely tested in the international context; however, there are nuances that have not been fully explained, such as the possible influence of socio-environmental disclosure and studies in specific contexts, such as the Brazilian one. In order to contribute evidence on the direction of the relationship and the presence of moderator variables, this paper aims to analyze the CSP-CFP relationship, investigating if social disclosure moderates this relationship. The research sample is composed of companies that were part of the Corporate Sustainability Index (ISE) in the period from 2010 to 2013 and the hypothetical relationships which were tested by panel data regression models. The results show that there is a positive and significant relationship between CSP and CFP in both directions of causality; however, it was found that the disclosure of sustainability reports does not intensify or alter the relationship between these performance variables.
  • Stakeholder engagement in sustainability reporting: A classification model
    Fabricio Stocker, Michelle P. Arruda, Keysa M. C. Mascena, João M. G. Boaventura
    Corporate Social Responsibility and Environmental Management, 2020
  • The Influence of Board Structure and Ownership Concentration on GRI Reporting
    Keysa Mascena, Simone Barakat, Giuliana Isabella, Adalberto Fischmann
    Revista Brasileira De Gestao De Negocios, 2020
  • Value distribution to stakeholders: The influence of stakeholder power and strategic importance in public firms
    João Maurício Gama Boaventura, Douglas A. Bosse, Keysa Manuela Cunha de Mascena, Greici Sarturi
    Long Range Planning, 2020
  • Sustainability practices and performance in the sugar and ethanol industry
    Ademir Antonio Ferreira, Joice Chiareto, Keysa Manuela Cunha de Mascena
    Revista De Gestao Social E Ambiental, 2019
    TThis study aimed to identify the sustainability practices of companies in the Brazilian sugarcane industry participating in the Clean Development Mechanism (CDM). We identified sustainability practices in the Global Reporting Initiative (GRI) reports, in the social and environmental dimensions, and we investigated the association with the financial performance. We developed a content analysis of the reports disclosed by 18 groups of companies, controllers of 48 plants of Brazilian sugarcane industry participating in the CDM. The results indicated that the most indicators reported by the plants refer to initiatives and strategies for protection and preservation of the environment. As for the actions developed by the plants with the intention of preservation and environmental protection, we found 25 different actions. The most commonly performed practices are related to the reduction of cane burning and CO2 emissions; preservation or restoration of the Permanent Preservation Areas (PPAs) and Private Reserve of the Natural Heritage (PRNH) or seedlings cultivation; and electricity generation. We found out, through cluster analysis, that companies that reported more indicators in the social and environmental dimensions also have higher volume of net sales. This study contributes by presenting a performance analysis in sustainability of mills groups finding that there is still opportunity for greater disclosure of the mills sustainability performance, through the disclosure of more comprehensive reports for a more effective communication with stakeholders. This study also contributes to the literature deepening the analysis of a specific context and understanding the different levels of sustainability disclosure.
  • Stakeholder prioritization in Brazilian companies disclosing GRI reports
    Keysa Mascena, Adalberto Fischmann, João Boaventura
    Brazilian Business Review, 2018
  • Clusters and LPA's: Bibliometric analysis of national publications from 2000 to 2011
    Keysa Manuela Cunha de Mascena, Fernanda Cruz Figueiredo, João Maurício Gama Boaventura
    RAE Revista De Administracao De Empresas, 2013

RECENT SCHOLAR PUBLICATIONS

  • PARTICIPAÇÃO SOCIAL E ADOÇÃO DE TECNOLOGIA NA REGULAÇÃO DE SERVIÇOS PÚBLICOS
    GEL Albuquerque, KMC Mascena
    Revista Gestão Organizacional 18 (2), 140-156 , 2025
    2025
  • Sustainable operations in the steel industry: a study in the business-to-business context
    LLF Souza, JAC Costa, KMC Mascena, A Fernandes, JS Costa
    Journal of Business & Industrial Marketing , 2025
    2025
    Citations: 1
  • Exploring the influence of family ownership and management on employee-centered corporate social responsibility practices in Brazilian firms
    RA Soares, ARP Freitas, KMC Mascena, BS Lessa, JM Sousa-Filho
    Corporate Governance: The International Journal of Business in Society , 2025
    2025
    Citations: 1
  • Divulgação socioambiental e hipocrisia organizada
    DC Lima, KMC Mascena
    RAE-Revista de Administracao de Empresas 65 (1), e2024-0206 , 2025
    2025
    Citations: 1
  • As dinâmicas motivacionais de catadores em cooperativas um estudo de fatores intrínsecos e extrínsecos: A STUDY OF INTRINSIC AND EXTRINSIC FACTORS
    RA de Almeida Lima, D de Queiroz Machado, FRN Matos, ...
    Revista de Gestão e Organizações Cooperativas 12 (24), e92144-e92144 , 2025
    2025
  • The Relationship Between ESG and Financial Performance in Brazilian Companies
    FE da Silva, KMC de Mascena
    Revista de Administração da UFSM 17 (4), e3-e3 , 2024
    2024
    Citations: 8
  • FACHADAS ORGANIZACIONAIS, HIPOCRISIA E COMUNICAÇÃO CORPORATIVA EM MÍDIAS SOCIAIS
    DC Lima, KMC de Mascena, CEB Paiva, JWB Gondim, CRM Verly
    Administração de Empresas em Revista 2 (35), 169-188 , 2024
    2024
  • Mulheres negras empreendedoras e seus comportamentos de superação
    H de Lima Feitosa, KMC de Mascena
    Revista Pensamento Contemporâneo em Administração 18 (2), 113-132 , 2024
    2024
    Citations: 2
  • Does Purpose Matter? Examining Consumers Purchase Intention of for-Profit Social Enterprises (FPSE)
    DM Neutzling, RSSC Luz, LLF Souza, TN Rocha, KMC Mascena
    Journal of Social Entrepreneurship, 1-29 , 2024
    2024
    Citations: 3
  • WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY
    C Münz, KMC de Mascena
    Internext 19 (1) , 2024
    2024
    Citations: 10
  • A Relação entre ESG e desempenho financeiro em empresas brasileiras
    FÉ Silva, KMC Mascena
    Revista de Administração da UFSM 17, e3 , 2024
    2024
  • Comunicação Corporativa Responsável nas Mídias Sociais
    DC Lima, KMC de Mascena, CEB Paiva, JWB Gondim
    Revista de Administração Unimep 19 (12), 160-182 , 2022
    2022
  • Born Globals’ Risk Perception and Internationalization in Emerging Markets
    F Stocker, KMC de Mascena, G Abib, HAR Irigaray
    Revista Brasileira de Gestão de Negócios 24, 332-350 , 2022
    2022
    Citations: 15
  • Percepção de Risco e Internacionalização de Empresas Born Global em Mercados Emergentes
    F Stocker, KMC de Mascena, G Abib, HAR Irigaray
    Revista Brasileira de Gestão de Negócios 24, 332-350 , 2022
    2022
    Citations: 1
  • Seminários em Administração
    DS ARAÚJO, CL DE MEDEIROS, F SCHILLING, KMC DE MASCENA
    2021
  • Modelo de classificação de dados não estruturados para análise da competitividade de mercado
    DC Lima, CEB Paiva, A Chaves, KMC de Mascena, JWG Borges, ...
    Brazilian Journal of Development 7 (9), 91838-91848 , 2021
    2021
    Citations: 2
  • Prioritizing stakeholders in project management: application of the multicritery hierarchy analysis method—AHP
    KMC Mascena, FV Santos, F Stocker
    Int J Prof Bus Rev 6 (1), e195 , 2021
    2021
  • PRIORITIZING STAKEHOLDERS IN PROJECT MANAGEMENT: APPLICATION OF THE MULTICRITERY HIERARCHY ANALYSIS METHOD--AHP/PRIORIZACAO DE STAKEHOLDERS EM GESTAO DE PROJETOS: APLICACAO DO …
    KMC de Mascena, FV dos Santos, F Stocker
    International Journal of Professional Business Review 6 (1), NA-NA , 2021
    2021
    Citations: 6
  • Priorização de Stakeholders em Gestão de Projetos: Aplicação do Método de Análise de Hierarquia Multicritério–AHP
    KMC de Mascena, FV Santos, F Stocker
    International Journal of Professional Business Review: Int. J. Prof. Bus … , 2021
    2021
    Citations: 4
  • Priorização de Stakeholders em Gestão de Projetos: aplicação do Método de Análise de Hierarquia Multicritério–AHP
    KMC Mascena, FV Santos, F Stocker
    International Journal of Professional Business Review 6 (1) , 2020
    2020

MOST CITED SCHOLAR PUBLICATIONS

  • Stakeholder engagement in sustainability reporting: a classification model
    F Stocker, MP de Arruda, KMC de Mascena, JMG Boaventura
    Corporate Social Responsibility and Environmental Management 27 (5), 2071-2080 , 2020
    2020
    Citations: 360
  • Value distribution to stakeholders: The influence of stakeholder power and strategic importance in public firms
    JMG Boaventura, DA Bosse, KMC de Mascena, G Sarturi
    Long Range Planning 53 (2), 101883 , 2020
    2020
    Citations: 107
  • Clusters and LPA's: bibliometric analysis of national publications from 2000 to 2011
    KMC Mascena, FC Figueiredo, JMG Boaventura
    Revista de Administração de Empresas 53 (5), 454-468 , 2013
    2013
    Citations: 77
  • Clusters e APL’S: análise bibliométrica das publicações nacionais no período de 2000 a 2011
    KMC Mascena, FC Figueiredo, JMG Boaventura
    RAE-Revista de Administração de Empresas 53 (5), 454-468 , 2013
    2013
    Citations: 74
  • Teoria de Redes de Influências de" Stakeholders": uma abordagem revisitada
    F Stocker, K MASCENA, M CUNHA, ANAC AZEVEDO, J BOAVENTURA, ...
    Cadernos EBAPE. BR 17, 673-688 , 2019
    2019
    Citations: 41
  • Orientação e gestão para stakeholders no processo de decisão organizacional
    F Stocker, KMC de Mascena
    Revista de Gestão e Secretariado 10 (1), 167-191 , 2019
    2019
    Citations: 35
  • Stakeholder Prioritization in Brazilian Companies Disclosing GRI Reports
    KMC Mascena, AA Fischmann, JMG Boaventura
    BBR. Brazilian Business Review 15 (1), 17-32 , 2018
    2018
    Citations: 30
  • Corporate Social Performance and Financial Performance in Brazilian Companies: Analysis of the Influence of Disclosure
    AFA Pereira, F Stocker, KMC Mascena, JMG Boaventura
    BBR. Brazilian Business Review 17 (5), 540-558 , 2020
    2020
    Citations: 27
  • PRIORIZAÇÃO DE STAKEHOLDERS: CONTRIBUIÇÃO DOS ESTUDOS TEÓRICOS E EMPÍRICOS
    KMC de Mascena, JH Kim, AA Fischmann, HL Corrêa
    Revista de Administração da UFSM 8, 42-59 , 2015
    2015
    Citations: 24
  • Gestão das partes interessadas: estado da arte e perspectivas
    KMC Mascena, F Stocker
    Future Studies Research Journal-Trends and Strategies 12 (1), 1-30 , 2020
    2020
    Citations: 21
  • Desempenho Social e Desempenho Financeiro em Empresas Brasileiras: Análise da Influência do Disclosure
    AFA Pereira, F Stocker, KMC Mascena, JMG Boaventura
    BBR. Brazilian Business Review 17 (5), 540-558 , 2020
    2020
    Citations: 19
  • Born Globals’ Risk Perception and Internationalization in Emerging Markets
    F Stocker, KMC de Mascena, G Abib, HAR Irigaray
    Revista Brasileira de Gestão de Negócios 24, 332-350 , 2022
    2022
    Citations: 15
  • GESTÃO DE STAKEHOLDERS: ESTADO DA ARTE E PERSPECTIVAS
    KMC de Mascena, F Stocker
    Future Studies Research Journal: Trends and Strategies 12 (1), 148 , 2020
    2020
    Citations: 13
  • Priorização de stakeholders em empresas que divulgam relatórios GRI no Brasil
    KMC Mascena, AA Fischmann, JMG Boaventura
    Brazilian Business Review-BBR 15 (1), 17-32 , 2018
    2018
    Citations: 13
  • SUSTAINABILITY PRACTICES AND PERFORMANCE IN THE SUGAR AND ETHANOL INDUSTRY
    AA Ferreira, J Chiareto, KMC de Mascena
    Revista de Gestão Social e Ambiental 13 (1), 57-75 , 2019
    2019
    Citations: 12
  • Clusters, sistemas e arranjos produtivos locais: análise das publicações nacionais no período de 2000 a 2011
    KMC Mascena, FC Figueiredo, JMG Boaventura
    XV Simpósio de Administração da Produção, Logística e Operações Internacionais , 2012
    2012
    Citations: 12
  • The Influence of Board Structure and Ownership Concentration on GRI Reporting
    KMC Mascena, SR Barakat, G Isabella, AA Fischmann
    Revista Brasileira de Gestão de Negócios 22, 608-627 , 2020
    2020
    Citations: 11
  • Network theory of stakeholder influences: a revisited approach
    F Stocker, K MASCENA, M CUNHA, ANAC AZEVEDO, J BOAVENTURA, ...
    Cadernos EBAPE. BR 17 (SPE), 673-688 , 2019
    2019
    Citations: 11
  • Relação entre Saliência de Stakeholders e Desempenho Financeiro
    G Sarturi, KMC de Mascena, JMG Boaventura, LE Pilli
    Revista Contabilidade, Gestão e Governança 21 (2), 214-230 , 2018
    2018
    Citations: 11
  • WORK VALUES AND ATTITUDES TOWARD THE TECHNOLOGY OF GENERATION Z IN BRAZIL AND GERMANY
    C Münz, KMC de Mascena
    Internext 19 (1) , 2024
    2024
    Citations: 10