MBA: Theory and Application of Business and Management Principles PDF
Preview MBA: Theory and Application of Business and Management Principles
Management and Industrial Engineering Carolina Machado J. Paulo Davim Editors MBA Theory and Application of Business and Management Principles Management and Industrial Engineering Series editor J. Paulo Davim, Aveiro, Portugal More information about this series at http://www.springer.com/series/11690 Carolina Machado J. Paulo Davim (cid:129) Editors MBA Theory and Application of Business and Management Principles 123 Editors Carolina Machado J.PauloDavim Department ofManagement Department ofMechanical Engineering School ofEconomics andManagement University of Aveiro University of Minho Aveiro Braga Portugal Portugal ISSN 2365-0532 ISSN 2365-0540 (electronic) ManagementandIndustrial Engineering ISBN978-3-319-28279-4 ISBN978-3-319-28281-7 (eBook) DOI 10.1007/978-3-319-28281-7 LibraryofCongressControlNumber:2015960406 ©SpringerInternationalPublishingSwitzerland2016 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpart of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission orinformationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publicationdoesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfrom therelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authorsortheeditorsgiveawarranty,expressorimplied,withrespecttothematerialcontainedhereinor foranyerrorsoromissionsthatmayhavebeenmade. Printedonacid-freepaper ThisSpringerimprintispublishedbySpringerNature TheregisteredcompanyisSpringerInternationalPublishingAGSwitzerland Preface Thought to be one of the most prestigious and sought-after degrees all over the world,theMasterofBusinessAdministration,shortlyknownasMBA,isdesigned to develop the skills required in business and management careers. However, although directed to the business world, its value is not limited to it. Indeed, an MBA can also be very useful for all those that pursue a managerial career in the privateindustry,publicsector,government,andtechnologicalandengineeringarea, among others. Being so transversal tothese different areas, this iswhy inour days manyacademicsandprofessionalsdesiretocourseandobtainanMBA.Conscious ofthisreality,thispresentbook,entitledMBA—TheoryandApplicationofBusiness and Management Principles, looks to contribute to some of the “core” curriculum ofsubjectsusuallypresentinanMBAprogramsuchasmarketing,humanresource, accounting, and finance. Based on the “core” subjects presented in this book, everyoneinterestedwillbeabletoobtainarelevantknowledgethatcanbeapplied as a whole to a variety of real-world business situations, or from a particular viewpoint that will allow them to follow their own personal or professional inter- ests. Covering many different fields within business, the lecturers of this book, accordingtotheirinterestsandavailability,willbeabletoobtainsomeofthemost critical skills and knowledge subjacent to an MBA that will help them pursue a career in a variety of working fields. Alsoprovidingasupporttoacademicsandresearchers,thebookfocusingonthe latestdevelopmentsandthinkinginwhatconcernsthemostrecentresearchactivity provides discussion and the exchange of information on principles, strategies, models, techniques, methodologies, and applications in the business area. Following these concerns, this book, divided into three parts, covers the theory andapplicationofbusinessandmanagementprinciplesinsix chapters. InPartI— Speaking About Marketing, the first chapter discusses “Marketing in Crises—Its NatureandPerspectivesforManagers”andthesecondchaptercontainsinformation about “Understanding Digital Marketing—Basics and Actions.” In Part II— Speaking About Human Resource Management, the third chapter covers “Human Resource Management: An Operational Perspective,” and at the same time, the v vi Preface fourth chapter describes “Training and Development in Organizations: Start at the Beginning.”Finally,inPartIII—SpeakingAboutAccountingandFinance,thefifth chapter focuses on “Accounting as an Information System,” while in the sixth chapter, an “Introduction to Corporate Finance” is presented. These theoretical and practical contributions will lead to an upper level of knowledge of these functional managerial and business subjects, and at the same time,itwillcontributetotheacquisitionofnewconceptualskillsabletoanswerthe challenges and changes set by the competitive business environment in which organizations are involved. This book is designed to increase the knowledge and effectiveness of all those interested in the continual success of their careers in the different fields of the economy such as university research and activity (at the postgraduate level), business, manufacturing, education, health care, and other service and industrial sectors. The editors acknowledge theirgratitude toSpringerfor this opportunity andfor their professional support. Finally, we would like to thank all chapter authors for their interest and availability to work on this project. Braga, Portugal Carolina Machado Aveiro, Portugal J. Paulo Davim Contents Part I Speaking About Marketing Marketing in Crises—Its Nature and Perspectives for Managers. . . . . . 3 Jochen Schellinger and Kim Oliver Tokarski Understanding Digital Marketing—Basics and Actions. . . . . . . . . . . . . 37 Teresa Piñeiro-Otero and Xabier Martínez-Rolán Part II Speaking About Human Resource Management Human Resource Management: An Operational Perspective. . . . . . . . . 77 Carolina Feliciana Machado Training and Development in Organizations: Start at the Beginning . . . . . . . . . . . . . . . . . . . . . . . 105 Ana Paula Vieira Gomes Ferreira Part III Speaking About Accounting and Finance Accounting as an Information System . . . . . . . . . . . . . . . . . . . . . . . . . 125 Ana Alexandra Caria, Anabela Martins Silva, Delfina Rosa Rocha Gomes and Lídia Cristina Alves Morais Oliveira Introduction to Corporate Finance. . . . . . . . . . . . . . . . . . . . . . . . . . . . 157 Leoni Eleni Oikonomikou Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189 vii Contributors Ana Alexandra Caria Department of Management, School of Economics and Management, University of Minho, Braga, Portugal Ana Paula Vieira Gomes Ferreira Department of Management, School of Economics and Management, University of Minho, Braga, Portugal Delfina Rosa Rocha Gomes Department of Management, School of Economics and Management, University of Minho, Braga, Portugal Carolina Feliciana Machado Department of Management, School of Economics and Management, University of Minho, Braga, Portugal Xabier Martínez-Rolán Faculty of Communication and Social Sciences, University of Vigo, Vigo, Spain Leoni Eleni Oikonomikou Georg-August-Universität Göttingen, Göttingen, Germany Lídia Cristina Alves Morais Oliveira Department of Management, School of Economics and Management, University of Minho, Braga, Portugal Teresa Piñeiro-Otero Faculty of Communication Sciencies, University of A Coruña, A Coruña, Spain Jochen Schellinger BusinessSchool,BernUniversity ofApplied Sciences, Bern, Switzerland Anabela Martins Silva Department of Management, School of Economics and Management, University of Minho, Braga, Portugal Kim Oliver Tokarski Business School, Bern University of Applied Sciences, Bern, Switzerland ix Part I Speaking About Marketing
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