Hybrid decision architectures: exploring how facilitated AI access reconfigures startups' organizational structures and decision-making Douglas Mac Cord, Carla Ramos, Guilherme Fowler de A. Monteiro International Journal of Entrepreneurial Behaviour and Research, 2026 Purpose This study examines how facilitated access to Artificial Intelligence (AI), particularly following the release of ChatGPT, is transforming how startups organize and decide. It explores how AI becomes embedded in the very architecture of startups rather than merely serving as a task-automation tool. Design/methodology/approach The study draws on semi-structured interviews with entrepreneurs who founded startups both before and after ChatGPT's release and integrated AI into their post-release ventures. The analysis identifies how facilitated AI access reconfigures roles, structures and decision routines. Findings The results reveal the emergence of hybrid decision architectures – startup-specific configurations in which algorithmic reasoning and human judgment recursively interact to shape decisions, roles and organizational routines. These architectures are both process and outcome: they evolve through ongoing human-AI interplay while simultaneously stabilizing into structural and cultural patterns that embed such collaboration. Practical implications The findings offer guidance for entrepreneurs seeking to build adaptive, AI-integrated organizations – redefining hiring, decision processes and learning practices to leverage AI's analytical potential while maintaining human sensemaking and discretion. Originality/value The study introduces hybrid decision architectures as a dual-level construct explaining how AI triggers systematic organizational change in startups. It advances process-theoretical understandings of human–AI collaboration by showing how cultural, structural and decision-making elements co-evolve through recursive feedback loops.
Global Events Demand Global Data: COVID-19 Crisis Responses and the Future of Selling and Sales Management Around the Globe Maria Rouziou, Willy Bolander, Karen Peesker, Pia Hautamäki, Deva Rangarajan, Manoshi Samaraweera, Jorge Bullemore, Michel Klein, Raj Agnihotri, Karina Burgdorff Jensen, Danny Pimentel Claro, Christophe Fournier, Gabriel R. Gonzalez, Paolo Guenzi, Selma Kadić-Maglajlić, Christine Lai-Bennejean, Walter Palomino-Tamayo, Carla Ramos, Lynette Ryals, Jim Salas, Huanhuan Shi, Philip Squire, Jörg Westphal Journal of International Marketing, 2025 In the context of the global crisis presented by the COVID-19 pandemic, the authors investigate the perspectives of sales managers regarding their organizations’ responses to the crisis and future expectations in a post-COVID-19 world. While there has been much discussion about these topics in the sales literature, very little research has examined them globally by collecting data from many nations and across many continents. Yet, how can global events be understood without analyzing global data? In response, the authors convened the first, to their knowledge, global data coalition by hosting video-recorded group interviews with 76 sales executives representing 27 nations. This inductive investigation, informed by institutional logics, reveals how organizations accepted new norms, retained old ones, or blended the old with the new in response to the crisis. The results simultaneously validate certain emerging concepts on a global scale (e.g., customer success management, bricolage) and give rise to several insights not currently detailed by extant scholarship (e.g., localization, cultural cringe). This work also catalyzes new, relevant avenues for international research and sheds light on issues facing sales practice globally.
Multichannel relational communication strategy: does one-sized strategy fit all customers? Carla Ramos, Adriana Bruscato Bortoluzzo, Danny P. Claro European Journal of Marketing, 2024 Purpose This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation. Design/methodology/approach This study collected data from 4,934 customers of a private pension fund firm and accounted for both firm- and customer-initiated relational communication channels (RCCs) and for customer lifetime value (CLV). This study estimated a generalized linear model and then a quantile regression model was used to account for customer performance heterogeneity. Findings This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance, especially for low-CLV customers. Research limitations/implications The authors tested the conceptual model in one single firm in the specific context of financial services and with cross-sectional data, so there should be caution when extrapolating this study’s findings. Practical implications This study offers nuanced and precise managerial insights on recommended resource allocation along with relational communication efforts, showing how managers can benefit from adopting a differentiated-customer performance approach when designing their MRCS. Originality/value This study provides an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how the association between RCCs and CLV varies across the conditional quantiles of the distribution of customer performance. This study also addresses a recent call for a more holistic perspective on the relationships between independent and dependent variables.
Romotions in action: Classifying promotional activities from Consumers' perspective Patricia Montagna Anauate, Giuliana Isabella, Carla Ramos Revista Brasileira De Marketing, 2020 Objetivo: Investigar a percepção e os critérios de classificação dos diferentes formatos de promoções de vendas pelo olhar dos consumidores.Método: Após análise da literatura e levantamento de dados de mercado, dados primários foram coletados via questionário on-line e analisados de forma sistemática por meio de interpretação e busca de padrões de respostas. Este processo permitiu identificar os temas centrais ou formas de classificação das promoções de venda pelos consumidores.Originalidade/Relevância: Este artigo traz uma nova perspectiva na classificação dos diferentes tipos de promoções, revelando uma análise pela lente do consumidor, enquanto estudos anteriores apresentam classificações pontuais e binárias, e em geral com uma visão das consequências da promoção para a empresa.Resultados: Com base nos dois critérios de classificação mais citados pelos consumidores - tipo de benefício em termos de prazo de execução (imediato ou futuro) e relação direta ou não com o produto em si - chegou-se a uma matriz com quatro grupos de promoções de vendas.Contribuições teóricas/metodológicas: esta pesquisa compila em uma única análise diversos estudos anteriores sobre tipos, classificações e efeitos das promoções de vendas, e unifica essas diferentes reflexões na literatura trazendo o entendimento sobre o tema pela perspectiva empírica do consumidor.Contribuições sociais / para a gestão: Contribui para orientar os gestores de marcas no momento da construção de seu plano de marketing, mais especificamente da sua estratégia de promoção.
Sales intrafirm networks and the performance impact of sales cross-functional collaboration with marketing and customer service Danny P. Claro, Carla Ramos Journal of Personal Selling and Sales Management, 2018 This article draws on the growing body of research in sales intrafirm networks and sales management literature to develop and test a model of sales-marketing and sales–customer service cross-functional collaboration with objective sales performance. We posit that the effectiveness of specific structural feature of sales intrafirm networks (i.e., the number and strength of salesperson intrafirm ties) depends on whether cross-functional collaboration occurs with marketing or customer service. These differences exist because each function has distinct goals and competencies. Using network data from salespeople working for a chemical manufacturer, we found that having few sales-marketing total ties increase salesperson performance, while having many ties with customer service results in better sales results. We also found that strong ties with marketing colleagues lead to high sales growth while sales–customer service collaboration benefits more when ties are weak. Moderating effects show that the combination of few strong ties with marketing and of many weak ties with customer service boosts salesperson performance. While we found that total ties with marketing have a U-shaped effect on salesperson performance, there is an inverted U-shaped effect for sales–customer service collaborations and thus an optimal number of ties. This study advances our understanding of cross-functional collaboration in sales intrafirm network research. From a managerial perspective, our findings suggest that salespeople benefit from network steering capabilities when managing cross-functional contacts. In addition, sales managers benefit from a set of intrafirm network interventions that improve sales-force effectiveness.
Global Events Demand Global Data: COVID-19 Crisis Responses and the Future of Selling and Sales Management Around the Globe M Rouziou, W Bolander, K Peesker, P Hautamäki, D Rangarajan, ... Journal of International Marketing 33 (2), 61-82 , 2025 2025 Citations: 10
1st Industrial Marketing Management (IMM) South America Summit (2nd-4th October 2024) C Ramos, DP Claro, A Lindgreen, CA Di Benedetto Industrial Marketing Management 120, A2 , 2024 2024
Multichannel relational communication strategy: does one-sized strategy fit all customers? C Ramos, A Bruscato Bortoluzzo, DP Claro European Journal of Marketing , 2024 2024 Citations: 8
Dynamic and global drivers of salesperson effectiveness DP Claro, C Ramos, RW Palmatier Journal of the Academy of Marketing Science, 1-27 , 2023 2023 Citations: 31
The effect of inside sales and hybrid sales structures on customer value creation C Ramos, DP Claro, R Germiniano Journal of Business Research 154, 113343 , 2023 2023 Citations: 27
Sharing economy versus collaborative consumption: What drives consumers in the new forms of exchange? AL Minami, C Ramos, AB Bortoluzzo Journal of Business Research 128, 124-137 , 2021 2021 Citations: 193
Promotions in action: classifying promotional activities under the perception of consumers PM Anauate, G Isabella, C Ramos REMark 19 (3), 515 , 2020 2020 Citations: 5
Dynamic effects of newcomer salespersons' peer relational exchanges and structures on performance DP Claro, C Ramos, GR Gonzalez, RW Palmatier International Journal of Research in Marketing 37 (1), 74-92 , 2020 2020 Citations: 24
ROMOTIONS IN ACTION: CLASSIFYING PROMOTIONAL ACTIVITIES FROM CONSUMERS'PERSPECTIVE PM Anauate, G Isabella, CSDM Ramos Revista Brasileira de Marketing–ReMark , 2020 2020
Understanding The Drivers Of Sharing Economy And Collaborative Consumption In The Brazilian Market CSDM Ramos, AB Bortoluzzo, AL Minami European Academy of Management , 2019 2019
Sales intrafirm networks and the performance impact of sales cross-functional collaboration with marketing and customer service DP Claro, C Ramos Journal of Personal Selling & Sales Management 38 (2), 172-190 , 2018 2018 Citations: 96
When channel conflict positively affect performance: evidence from ICT supplier-reseller relationship DP Claro, D Vojnovskis, C Ramos Journal of Business & Industrial Marketing , 2018 2018 Citations: 39
O Impacto de Práticas de Service Infusion sobre as Compras R Artes, CSD Ramos, RS Santos EnANPAD , 2018 2018
The impact of salespeople collaboration with marketing and customer service on performance DP Claro, CSDM Ramos 2018
Understanding the service infusion process as a business model reconfiguration S Forkmann, C Ramos, SC Henneberg, P Naudé Industrial Marketing Management 60, 151-166 , 2017 2017 Citations: 114
Understanding the service infusion process as a business model reconfiguration CSDM RAMOS, S Forkmann, SC Henneberg, P Naudé Elsevier , 2017 2017
Dynamic effects of intrafirm relational strategies and relational structures on performance DP Claro, CSD Ramos, G Gonzalez, RW Palmatier 2017
Modelo de análise do impacto de choques regulatórios em redes de empresas: o caso do mercado de meios de pagamento no Brasil MC Sousa, CSDM Ramos 2017
Estudo da predisposição individual para compartilhar conhecimento gerencial: o contexto intraorganiacional de equipes de projeto C Ramos, AB Bortoluzzo, JRS Giovanini, DP Claro Insper , 2016 2016
Sense-making in business markets–the interplay between cognition, action and outcomes LG Mattsson, D Corsaro, C Ramos Industrial Marketing Management 48, 4-11 , 2015 2015 Citations: 78
MOST CITED SCHOLAR PUBLICATIONS
Networking capability in business relationships—Concept and scale development M Mitrega, S Forkmann, C Ramos, SC Henneberg Industrial Marketing Management 41 (5), 739-751 , 2012 2012 Citations: 442
The impact of network configurations on value constellations in business markets—The case of an innovation network D Corsaro, C Ramos, SC Henneberg, P Naudé Industrial Marketing Management 41 (1), 54-67 , 2012 2012 Citations: 214
Sharing economy versus collaborative consumption: What drives consumers in the new forms of exchange? AL Minami, C Ramos, AB Bortoluzzo Journal of Business Research 128, 124-137 , 2021 2021 Citations: 193
Network pictures as a research device: Developing a tool to capture actors' perceptions in organizational networks C Ramos, ID Ford Industrial Marketing Management 40 (3), 447-464 , 2011 2011 Citations: 133
Understanding the service infusion process as a business model reconfiguration S Forkmann, C Ramos, SC Henneberg, P Naudé Industrial Marketing Management 60, 151-166 , 2017 2017 Citations: 114
Actor network pictures and networking activities in business networks: An experimental study D Corsaro, C Ramos, SC Henneberg, P Naudé Industrial Marketing Management 40 (6), 919-932 , 2011 2011 Citations: 104
Sales intrafirm networks and the performance impact of sales cross-functional collaboration with marketing and customer service DP Claro, C Ramos Journal of Personal Selling & Sales Management 38 (2), 172-190 , 2018 2018 Citations: 96
Sense-making in business markets–the interplay between cognition, action and outcomes LG Mattsson, D Corsaro, C Ramos Industrial Marketing Management 48, 4-11 , 2015 2015 Citations: 78
Understanding network picture complexity: An empirical analysis of contextual factors C Ramos, SC Henneberg, P Naudé Industrial Marketing Management 41 (6), 951-972 , 2012 2012 Citations: 62
Business service networks and their process of emergence: The case of the Health Cluster Portugal C Ramos, C Roseira, C Brito, SC Henneberg, P Naudé Industrial Marketing Management 42 (6), 950-968 , 2013 2013 Citations: 50
When channel conflict positively affect performance: evidence from ICT supplier-reseller relationship DP Claro, D Vojnovskis, C Ramos Journal of Business & Industrial Marketing , 2018 2018 Citations: 39
Networking capability, networking outcomes, and company performance M Mitrega, C Ramos, S Forkmann, SC Henneberg Proceedings of the IMP Conference, Glasgow , 2011 2011 Citations: 36
Dynamic and global drivers of salesperson effectiveness DP Claro, C Ramos, RW Palmatier Journal of the Academy of Marketing Science, 1-27 , 2023 2023 Citations: 31
Network pictures: Conceptual development and preliminary findings D Ford, C Ramos 22nd IMP conference, 5-6 , 2006 2006 Citations: 29
Sense-making and cognition in business networks: Conceptualisation and propositional development SC Henneberg, D Rohrmus, C Ramos nd IMP Journal Seminar, Gothenburg , 2006 2006 Citations: 28
The effect of inside sales and hybrid sales structures on customer value creation C Ramos, DP Claro, R Germiniano Journal of Business Research 154, 113343 , 2023 2023 Citations: 27
Understanding Incubator Value A Network Approach to University Incubators C Roseira, C Ramos, F Maia, S Henneberg University of Porto-FEP-School of Economics and Management , 2014 2014 Citations: 27
Network dynamics in the UK pharmaceutical network—A network-as-practice perspective R Chakrabarti, C Ramos, S Henneberg Industrial Marketing Management 42 (3), 356-371 , 2013 2013 Citations: 27
Developing network pictures as a research tool: capturing the output of individuals' sense-making in organisational networks C Ramos University of Bath , 2008 2008 Citations: 26
Dynamic effects of newcomer salespersons' peer relational exchanges and structures on performance DP Claro, C Ramos, GR Gonzalez, RW Palmatier International Journal of Research in Marketing 37 (1), 74-92 , 2020 2020 Citations: 24
