Experience and Interests

Teaching

• Assistant Professor of Marketing, UW-Stevens Point (2022-present)
• Associate Professor of Marketing, Universidade do Vale do Itajai (2018-2022)

Research Interests

• Consumer behavior
• Cause-related Marketing
• CSR and sustainability

Professional

• International Marketing Manager, Trade Junior – UNIVALI (2019-2020)
• Founder & partner, Marketing manager, Bittencourt & Reinert Language School, Brazil. (2004-present)
• Ibero Cruceros, Spanish Cruize Co. (2008)
• The Hempel Boutique Hotel, London, UK. (2007)

Presentations and Publications

Publications

• Alberton, A., Kieling, A.P., Lyra, F.R., Hoffmann, E.M., Lopez, M.P.V. and Stefano, S.R. (2022), “Competencies for sustainability in hotels: insights from Brazil”, Employee Relations, Vol. 44 No. 3, pp. 555-575. https://doi.org/10.1108/ER-01-2019-0093
• Kieling, A. P., Silveira, R. B., Souza, M. J. B., Lyra, F. R. 2021 “The Bittersweet Truth: Corporate Social Responsibility on Online Communication Between a Coffee Company and its Customers” In BBR – Brazilian Business Review (BBR), v.18, p. 160 – 178, 2021. http://bbronline.com.br/index.php/bbr/article/view/638
• Massa, R. M., Lana, J., Andreassi, T., Lyra, F. R. 2020 Mental Models and Dynamic Capabilities in a Brazilian Family Company. BBR. Brazilian Business Review (English Ed.), v.17, p.293 – 308, 2020. https://www.bbronline.com.br/index.php/bbr/article/view/580
• Lyra, F. R., Souza, M. J. B., Verdinelli, M. A., Lana, J. 2017 Corporate social responsibility: comparing different models. Social Responsibility Journal, v.13, p.728 – 742, 2017. https://www.emerald.com/insight/content/doi/10.1108/SRJ-02-2017-0036/full/html
• Bueno, G.; John, E.; Lyra, F. R.; Lenzi, F. 2016. Knowledge Management, Market Orientation and Innovation: a study at a Technology Park of Santa Catarina. In BBR. Brazilian Business Review (English Edition. Online), v.13, 70-89.
  http://bbronline.com.br/index.php/bbr/article/view/141
• Lyra, F. R.; Souza, M. J. B. 2015. Responsabilidad Social Corporativa en El Sector Turístico: Un estudio de caso en el Parque Temático Beto Carrero World (Santa Catarina – Brasil) In Estudios y Perspectivas en Turismo (En Línea), v.24, 264-278.
  https://www.estudiosenturismo.com.ar/PDF/V24/N02/v24n2a05.pdf

Involvement

Professional Memberships

• Member, Academy of Marketing (2018-present)
• Member, European Academy of Management (2016-present)
• Member, Academy of Management (2016-present)
• Member, ANPAD – Associação Nacional de Pós-graduação e Pesquisa em Administração. (Brazilian Academy of Management) (2013-present)

Fun Facts

Best advice you ever received?

Follow your dreams!

What did you want to be when you were growing up?

Judge

What do you enjoy most about teaching?

I love connecting with students and see how education has the power of changing lives.