Carla Ramos
Associate Professor & Researcher of Marketing
Insper Institute of Education and Research
São Paulo, Brazil
Research Interests
Sales management
Business-to-Business marketing
Retail Media
Distribution Channels
Service infusion and servitization
Service recovery in digital marketplaces
Relationship marketing and business networks
Transformative value.
Peer-Reviewed Articles in International Journals
Rouziou, M., Bolander, W., Peesker, K., Hautamäki, P., Rangarajan, D., Samaraweera, M., ... & Westphal, J. (2025). Global Events Demand Global Data: COVID-19 Crisis Responses and the Future of Selling and Sales Management Around the Globe. Journal of International Marketing, 33(2), 61-82.
Ramos, C., Bruscato Bortoluzzo, A., & Claro, D. P. (2024). Multichannel relational communication strategy: does one-sized strategy fit all customers?. European Journal of Marketing, 58(4), 952-985.
Lindgreen, A., Benedetto, Ramos, C & Claro, C. P. (2024). 1st Industrial Marketing Management (IMM) South America Summit.
Claro, D. P., Ramos, C., & Palmatier, R. W. (2024). Dynamic and global drivers of salesperson effectiveness. Journal of the Academy of Marketing Science, 52(2), 399-425.
Ramos, C., Claro, R., Germiniano, R. (2022). "The effect of Inside Sales and hibryd sales structures on customer value creation", Journal of Business Research, 128, 124-137.
Minami, A. L., Ramos, C., & Bortoluzzo, A. B. (2021), “Sharing economy versus collaborative consumption: What drives consumers in the new forms of exchange?”, Journal of Business Research, 154, 124-137.
Claro, D. P., Ramos, C., Gonzalez, G. R., & Palmatier, R. W. (2020), “Dynamic effects of newcomer salespersons' peer relational exchanges and structures on performance”, International Journal of Research in Marketing, 37(1), 74-92.
Claro, D. and C. Ramos (2018), “Sales intrafirm networks and the performance impact of sales cross-functional collaboration with marketing and customer service”, Journal of Personal Selling & Sales Management, 1, p. 1-19.
Claro, Danny P., Denys Vojnovskis, and Carla Ramos (2018), “When Channel Conflict Positively Affect Performance: Evidence From ICT Supplier-Reseller Relationship,” Journal of Business & Industrial Marketing, 33 (2), 228-239.
Forkmann, S., Ramos, C., Henneberg, S. C., & Naudé, P. (2017). “Understanding the service infusion process as a business model reconfiguration”, Industrial Marketing Management, 60, 151-166.
Mattsson, L. G., Corsaro, D., & Ramos, C. (2015). “Sense-making in business markets–the interplay between cognition, action and outcomes”. Industrial Marketing Management, 48, 4-11.
Ramos, C., Roseira, C., Brito, C., Henneberg, S. and P. Naudé, (2013) “Business Service Networks and their Process of Emergence: The Case of the Health Cluster Portugal”, Industrial Marketing Management, 42(6), 950-968.
Chakrabarti, R., Ramos, C., & Henneberg, S. (2013). “Network dynamics in the UK pharmaceutical network—A network-as-practice perspective”. Industrial Marketing Management, 42(3), 356-371.
Ramos, C., Roseira, C., Brito, C., Henneberg, S. and P. Naudé, (2013) “Business Service Networks and their Process of Emergence: The Case of the Health Cluster Portugal”, Industrial Marketing Management, 42(6), 950-968.
Mitrega, M., Forkmann, S., Ramos, C., and S. Henneberg (2012), “Networking Capability in Business Relationships – Concept and Scale Development”, Industrial Marketing Management, 41(5), 739-751.
Ramos, C., Henneberg, S. and P. Naudé, (2012) “Understanding Network Picture Complexity: An Empirical Analysis of Contextual Factors”, Industrial Marketing Management, 41(6), 951-972.
Corsaro, D., Ramos, C., Henneberg, S. and P. Naudé (2011), “The Impact of Network Configurations on Value Constellations in Business Markets - The Case of an Innovation Network”, Industrial Marketing Management, Special Issue on Value Creation, 41(1), 54-67.
Corsaro, D., Ramos, C., Henneberg, S. and P. Naudé (2011), “Actor Network Pictures and Networking Activities in Business Networks: An Experimental Study”, Industrial Marketing Management, 40(6), 919-932.
Espelid, T., Ramos, C.; Corsaro, D. and S. Henneberg (2013), “(Re)Organising for Interaction within Innovation Networks ? An Exploratory Study in the Public Sector”. IMP (the Industrial Marketing and Purchasing Group) Journal, v. 7, p. 112-128.
Ramos, C., and D. Ford (2011), “Network Pictures as a Research Device: Developing a Tool to Capture Actors' Perceptions in Organizational Networks”, Industrial Marketing Management, 40(3), 447-464.
Naudé, P., Henneberg, S., Mouzas, S., Ramos, C., Graves, A., Crute, V. (2009). “Seeking for Solutions within a Project Setting”. Journal of Business Market Management, 3, 151-170.
Peer-Reviewed Articles in Portuguese and Brazilian Journals
Munhoz, V. T., Tescari, F. C., Duarte, A. L. D. C. M., & Ramos, C. (2025). Os Desafios da Transformação Digital em Empresas do Agronegócio Brasileiro. Revista Gestão & Tecnologia, 25(3), 286-313.
Anuate, P. M, Isabella, G. and ; Ramos, C. (2020) “Promotions in Action: Classifying promotional activities from the consumers’ perspective”. REMARK, Revista Brasileira de Marketing, 19, p. 515-539.
Ramos, C., Roseira, C., and Aroso, B. (2013)“ Analysis of coexisting Open-Innovation processes and models: The Galp Energia case”. Revista Portuguesa de Marketing (RPM), Porto, 29, p. 8-35.
Books and Book Chapters
Ramos, C. and Roseira, C. (2013), “Inter-Organizational Networks”, in Brito, C. and P. Lencastre, “The New Horizons of Marketing”, Lisboa: Editorial Verbo, Portugal.
Ramos, C. and D. Ford (2013), “Developing network pictures as a research tool capturing the output of Individuals’ sense-making in organizational networks”, A. Woodside and Baxter, R. (Ed.), Deep Knowledge of B2B Relationships within and 5 Across Borders (Advances in Business Marketing and Purchasing, Volume 20), Emerald Group Publishing Limited, pp.293-375.
Brito, C., Ramos, C., and P. Carvalho (2006), “Partnerships in Electronic Business”, Electronic Business Series, Sociedade Portuguesa de Inovação (SPI), Porto, Portugal.
Brito, C. and Ramos, C. (2000), “Electronic Business: Relationships with Business Partners”, Sociedade Portuguesa de Inovação (SPI), Porto,Portugal
Journal Editorial Board and Reviewer
Member of the Editorial Board:
Industrial Marketing Management
Journal of Business Research
European Journal of Management Studies
Reviewer:
Journal of Retailing
Industrial Marketing Management
Journal of Business Research
Marketing Intelligence and Planning
Management Decision
European Journal of Management Studies
Journal of Retailing and Consumer Services
American Journal of Industrial and Business Management
Revista Portuguesa de Marketing
Revista de Administração de Empresas (RAE)
Brazilian Administration Review (BAR)
Organizações & Sociedade
Latin America Business Review
Revista de Economia e Administração