Browsing by Issue Date, starting with "2014-02-21"
Now showing 1 - 7 of 7
Results Per Page
Sort Options
- Innovating the pharma sales model at Boehringer Ingelheim PortugalPublication . Römhild, Franziska Sophia; Celeste, PedroBoehringer Ingelheim is one of the world’s top 20 pharmaceutical companies. Its main headquarters is in Germany. Its subsidiary in Portugal which will be focussed in this thesis, has been struggling for the last years to keep up sales figures, not only due to economic crisis but also due to strong regulations and changing preferences of physicians, their main target. Even though Boehringer Ingelheim Portugal is already recovering and on the fast lane concerning their market growth, it is still important to find new ways to continuously reach health care professionals (HCP). This degree dissertation consequently aims at giving a broader overview of the industry’s general background as well as of the pharmaceutical market in Portugal. Furthermore, the reader will get a deeper insight of the company’s background and its position on the market as well as its marketing and sales structure and its current strategies to address physicians. Current used marketing approaches will be presented and discussed. A market research study will provide insight on physicians changing preferences of communication channels as well as on competitors’ actual marketing strategies. This will allow understanding Boehringer Ingelheim Portugal’s position regarding a multichannel marketing approach in comparison with other players on the market. Furthermore the study will give insight on trends in the offline and online marketing area. Overall, this thesis strives to give a better understanding on physicians’ areas of interest and their communication preferences with pharmaceutical companies in order to find a new pharma sales promotion model that increases the effectiveness of marketing and sales approaches towards HCP.
- H3 Hambúrguer Gourmet : main drivers for internationalization and faced challenges : H3 Hambúrguer Gourmet case studyPublication . Saraiva, Olga Diana da Silva; Celeste, PedroH3 Hambúrguer Gourmet, a notorious Portuguese burger company, known for having transformed Portuguese fast food market, started its operations in 2007 at Monumental Shopping in Lisbon city center. Consumers were delighted with the new fresh breeze in the Portuguese fast food market which they have waited for so long. H3 Hambúrguer Gourmet wanted to prove that craving for burgers didn´t have to be equal to plastic food, but rather equal to 100% genuine veal meat, 200 grams of pure quality meat for a tasty meal during a busy day. Eating burgers don´t have to be a sign of pure fast food, actually, h3 Hambúrguer Gourmet is able to offer a tasty, just-in-time meal prepared right in front of the client. The company initially aimed to target a specific market niche, although, the viral effect of h3 Hambúrguer Gourmet led this company to be a study target for many students and companies who were truly inspired by the entrepreneurial spirit and willpower of three best friends. This dissertation aims to cover real challenges and strategic decisions faced by a national company with real people who struggled with an extremely competitive and saturated fast food market. Despite the macro economic recession, a national company was able to see outside of the box, creating a concept which no one ever thought before. The amount of success was so big that by 2010 (only three years after h3´s foundation date), h3 Hambúrguer Gourmet faced an immense adherence rate among domestic saturation. With apparently no room to grow, the company has decided to internationally take a risk and started its internationalization process in Poland. Spain and Brazil were next, although, the international outcomes were not exactly what the management team had expected. This work aims to reveal the reasons and critical factors which contributed to the unexpected international outcomes experienced by h3 Hambúrguer Gourmet. Nevertheless, entrepreneurial facets and strategic marketing are also topics covered during this dissertation, focusing on the diverse modes of entry adopted by h3 Hambúrguer Gourmet, being a critical factor that determined the success or failure of international operations. In what extent does h3 Hambúrguer Gourmet really know its international costumers? How can be international culture correctly addressed at h3´s corporate strategy? Relevant topics are going to be introduced further on in the Literature Review section, and the critical aspects of brand creation and internationalization strategy are going to be discussed at the h3 Hambúrguer Gourmet´s Case Study. This dissertation aims to give a broader view to real challenges faced by a national company which is constantly innovating itself being ultimately a laboratory of new concepts and a national reference of excellence and premium quality at affordable prices.
- Combining Gamification with Big DataPublication . Godinho, Roger Alan Mateus; Amaral, Paulo Cardoso doThis dissertation aims to understand if there is an impact of Gamification and Big Data Technologies combination on the strategy of companies. In order to study this, the present dissertation tests if the benefits raised by the combination of the two creates value to the final users, and moreover, if it can become a sustainable competitive advantage. For this, a research model is developed, where 5 companies that are already introducing such a strategy are analyzed, as well as the Gamification and Big Data dimensions used. For Gamification, elements such as points, badges, competition and levelling up are studied, and for Big Data, functionalities such as user activity, purchase data, feedback in real time and based location are also analyzed. Knowing the benefits that these companies are searching for with such combination, an online survey is developed in order to test their value for the final users, which reached 253 individuals. Subsequently, in order to test if the companies gain competitive advantage over other companies in the same Sector, the RBV model is used. With this study, it is concluded that the benefits proposed by the combination of Gamification and Big Data can create sustainable differentiated value for the final users, and can become a source of competitive advantage for the companies.
- Plagiarism in Portugal – Secondary Education Teachers’ perceptionsPublication . Dias, Paulo C.; Bastos, Ana SofiaPlagiarism is growing among students due to Internet easy access. This has generated several challenges to educational systems and teachers. This study aims to explore teacher's perceptions on plagiarism and present results from a sample of 67 Portuguese secondary education teachers. Results show that teachers attribute plagiarism to the easy access to Internet contents, student's lack of critical approach to analyze information, student's laziness and student's poor time management skills. The most common behaviors are copying amounts of text from books and Internet without referencing. The heaviest penalties are applied to collusion and text copy without referencing. To prevent plagiarism teachers suggest to address student's skills promotion, introduction of honor codes, and plagiarism detection software. Approaching plagiarism at school is urging and it is a way to avoid its occurrence.
- Relatório de estágioPublication . Antunes, Joana Daniela Silva; Dias, Paulo César AzevedoO presente relatório insere-se no âmbito da realização do estágio curricular, do Mestrado de Psicologia da Educação, lecionado na Universidade Católica Portuguesa – Faculdade de Filosofia. O estágio, encarado como uma etapa imprescindível para complementar o processo de aprendizagem através de um conjunto de desafios, desenvolveu-se no Agrupamento de Escolas de Maximinos, no ano letivo de 2012/2013. O objetivo da sua realização prende-se com a necessidade de descrever e refletir acerca da instituição em que o estágio se desenvolveu, bem como das atividades observadas e realizadas no decorrer do mesmo. Deste modo, ao longo de aproximadamente 10 meses, foram realizadas um conjunto de atividades e programas de intervenção, de acordo com as necessidades recolhidas nos diversos contextos. A intervenção incidiu essencialmente no acompanhamento de cinco casos individuais e de quatro programas de intervenção destinados a diferentes faixas etárias, atuando no âmbito dos hábitos e métodos de estudo, da orientação e exploração vocacional no ensino básico e secundário e dos comportamentos desadequados no pré-escolar. Neste sentido, o relatório divide-se em três partes distintas, sendo elas a descrição do contexto, as atividades observadas e as atividades observadas e atividades no contexto de estágio.
- Continente online : the sale of online advertisingPublication . Luís, Mariana dos Santos; Celeste, PedroContinente Online is one of the online grocery stores in Portugal. Founded in 2001, Continente’s Online store provides a convenience service to customers, offering more than 30,000 grocery and non-grocery products. Focus will be applied on this Portuguese case of E-commerce, with special attention being given to its monetization businesses, namely the sale of online advertising to third parties that was launched in 2010. This case study consists on a strategic reflection on the potentialities and challenges of this business. To do this, market research was conducted with the aim of understanding the reasons and objectives inherent to this business of online advertising and to indentify and analyze the main differences between Continente’s Online store and its advertisers’ and customers’ perceptions and also the online’s store advertising campaigns. The findings suggest that Continente’s Online store aims at monetizing its E-commerce platform investment, providing extra information to customers and increasing sales. In line with this, advertisers aspire to increase its visibility, communicate their brands and also increase their sales. Moreover, although the click intentions reveal to be low, the online advertising campaigns analyzed show a positive relationship between clicks and results, emphasizing the need of implementing better and more detailed performance monitoring. In order to continue with this monetization in the future, Continente’s Online store still showed some room for improvement. Applying customized and one-to-one advertising strategies, investing in standard banners and being more conversions and performance oriented would be some recommendations done by the author.
- Desenvolvimento positivo dos adolescentes : estudo de adaptação da versão portuguesa de um questionárioPublication . Tinoco, Arminda do Céu Henriques; Dias, Paulo César AzevedoO presente estudo tem como finalidade adaptar para a população portuguesa o questionário Positive Youth Development, desenvolvido por Richard M. Lerner, Jacqueline Lerner, Erin Phelps, colegas e alunos (2010). A sua pertinência prende-se com o facto de este questionário ter subjacente uma matriz teórica inovadora e abrangente, que permite uma melhor compreensão do desenvolvimento da adolescência. Além disso, pode ainda apoiar o desenvolvimento e avaliação de intervenções neste âmbito visto que, os programas desenvolvidos até ao momento têm como enfase a prevenção em detrimento da promoção de comportamentos e atitudes adaptativas. Com base em dois estudos, com o recurso às amostras do M0 (n=670) e M1 e M2 (n=351), o instrumento foi estudado em termos de validade e fidelidade. Os resultados obtidos indicam a adequação do modelo sendo que no M0, c²= 121.270, p <.001, c²/gl = 1,661, CFI = .973, PCFI=.676 e RMSEA = .036 , no M1 e M2, c²= 107.573, p <.001, c²/gl = 1,606, CFI = .943 PCFI =,943 e RMSEA = .043.Compreende-se ainda a existência de validade convergente e discriminante, através da aplicação do questionário SDQ e fiabilidade do tipo temporal, considerando que os resultados não apresentam diferenças significativas entre os dois momentos de avaliação e se correlacionam de forma positiva. Estes dados parecem assegurar a validade e fidelidade do questionário do Desenvolvimento Positivo dos Adolescentes, versão portuguesa.