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Browsing Reitoria by advisor "Abecassis-Moedas, Céline"
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- Best practices benchmarking of smart services : the Lectra casePublication . Pereira, Joana Rodrigues; Abecassis-Moedas, CélineDue to the global economic crisis, companies have been facing not only a more fierce competition, but also a decrease in demand. For many companies, in the business-tobusiness market, the only way to keep growing is to look for after-sales opportunities, called Smart Services. Best-in-class companies are aware of this business opportunity and have been developing different strategies to pursue it by selling high value solutions that, in some cases, can bring a competitive advantage to consumers. The goal of this dissertation was to understand how best-in-class companies are marketing their Smart Services, sharing the results with Lectra, in order to help it to achieve a business partner positioning. In that way, a Best Practices Benchmarking based on secondary research was conducted on STP and Marketing Mix strategies across 28 companies, from different industries. The benchmarking analysis showed that besides the fact that literature states 4 main business-model strategies to conduct Smart Service business, in what concerns with marketing strategies companies follow one of two: “Service Innovator” or “Smart Partner”. The first one uses a product-centric approach, selling a pack of services with no strategic value for consumers, while the second follows a consumer-centric approach, selling whole solutions and achieving in that way a business partner positioning. The theoretical guidelines of these two strategies were defined with the goal to show, not only to Lectra, but also to other Smart Services providers, the directions to be successful in this “Smart Services era”.
- Impact of 3D design on new product development process in the clothing industry : the case of Cordeiro CamposPublication . Santos, Sofia Rolo dos; Abecassis-Moedas, CélineThe global fashion industry is facing demanding needs submitted to fast evolving trends, where innovative and upgraded solutions are essential to increase capacity of response. In order to satisfy this challenging industry, firms ought to look at their current new product development processes and analyze the prospect of implementing new solutions to keep up the pace of the industry. These solutions go from reducing design times, having fast times to market, improving quality to reducing the development cost. This work embraces the case of 3D design, a recent technology here applied in the clothing industry, which helps companies to meet the challenges posed by the market in terms of new development processes. The study takes the case of Cordeiro Campos, a SME which works as a subcontractor manufacturer for large luxury companies and represents one of the few companies in the world that has integrated 3D design in its structure. In that sense, this firm suits perfectly well the aim of this study, since its purpose is to understand the payoff of using 3D design in the new product development process in terms of the most relevant attributes in the development of products in clothing industry. After an in-depth review of the literature related to both NPD and 3D design, an analysis supported by interviews was conducted to two different perspectives: (1) Cordeiro Campos, the company which employs 3D design and (2) Lectra, the firm that provides this design solution.
- Marketing strategy for luxury retail : how to attract international consumers of luxury in Portugal : Fashion Clinic case studyPublication . Candeias, Marta Pimentel; Abecassis-Moedas, CélineNowadays the luxury market is characterized by the high competitiveness and current globalization, with retailers and brands themselves making a great effort to achieve success. In Portugal, despite the unfavorable economic situation that the country undergoes, the luxury retail market has accompanied this increase global trend. Such a growth is meaningfully due to the increasing demand of international luxury brands by foreigners from emerging countries like Angola or Brazil. These consumers, with a high purchasing power, are attracted either for lack of offer in their own countries or for more reasonable prices in Portugal. Therefore luxury players must concentrate their efforts to effectively attract and keep them. To do so, it is crucial to have a deeper knowledge about them, namely their habits and preferences. In this dissertation, it was intended to understand if there are differences at the level of behavior, attitudes and preferences in view of the luxury between the Portuguese and the international consumer who buys in Portugal aiming at proposing a marketing strategy for target those international consumers who make luxury purchases in Portugal. This thesis used a Portuguese luxury retailer – Fashion Clinic – as a case study. To address such a research, after a review of the existing literature concerning the luxury industry, an analysis carried out of the data which resulted from online survey made by Fashion Clinic to its customers. Findings on the Portuguese and international consumers’ profile and preferences in view of luxury were then taken into account. Based on that, three major strategies to target international consumers in Portugal were recommended: 1) Provide the male customer with an excellent service, high quality and tailor made luxury products, 2) Educate customers on brands and 3) Create an online shopping platform.
- Re-shoring : a real trend or a fad? : an analysis of the German Fashion IndustryPublication . Nostitz, Pauline Josepha Margrit Emilie Freiin von; Abecassis-Moedas, CélineIn recent times academics claim the rise of the so-called re-shoring trend. According to them, re-shoring - the moving of manufacturing back to the country of its parent company - has been made possible due to the change of global economic indices such as wages, transportation costs or government trade policies. Especially the fashion industry, being a dynamic and ever-evolving industry seems a suitable candidate for this apparent trend. However, trying to detect this trend throughout the real fashion world, one has difficulties finding multiple successful re-shoring attempts. The object of the paper is to examine this disparity between theory and reality by highlighting the factors influencing manufacturing location decision through in-depth interviews with German fashion companies as exploratory case studies. A detailed literature review concerning re-shoring is followed by five interviews conducted with managers of German fashion companies. Those were in turn analyzed to determine to which extend the apparent trend has arrived in the real fashion industry or which other future developments can be detected. Despite some of the interviewees showing great interest in the re-shoring trend in theory, data analysis revealed that in practice none of them have participated in the trend mainly due to high costs and uncertain outcome concerns. Yet other strategies frequently used by companies to overcome the problems of decentralized supply-chains could be detected and a future rise of the re-shoring trend is not out ruled.
- Retailers’ assessment : guidelines for open innovation partnershipsPublication . Guerra, João Nuno de Oliveira Moreira; Abecassis-Moedas, CélineDuring times of economic turmoil, and times of strong development and movement of information technologies and communication techniques, there is a call for stronger commitment, innovation and adaptability at the organizational level. Inter-organizational collaborative innovation is currently mandatory for companies that want to become competitive. This dissertation sets to understand, through the construction of an evaluation tool (Coding Scheme), how can a retailer choose with whom it can develop an Open Innovation partnership model. This is achieved through a study of the criteria used to assess retailers’ performance in several business fields. The aim is to understand the methodology used to assess the performance of other companies in the same business, being these companies in the same business and possible future partners. Exploring this topic of Open Innovation is extremely relevant for diverse reasons. Firstly, because studying the macro and micro environment where a firm is operating it is possible to realize how it acquires and develops new competences and communicates with the outside. Then, it is important to understand that multi approaches to Open Innovation can coexist within the same company, with successful results. Finally, this study can provide managers who have not yet implemented Open Innovation in their organizations with helpful knowledge and concepts that can be a tool to identify growing opportunities in their business.