Browsing by Issue Date, starting with "2014-05-22"
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- The art of the plaid trench : a Portuguese point of view on a British icon : the Burberry case studyPublication . Yassine, Ismael Macedo Correia; Celeste, PedroOver the years luxury brands have played a game of their one. Professing a tale of scarcity, uniqueness and exclusivity, they have learned the valuable lesson of crafting the art of remaining slightly out of reach but just enough for common consumers to catch a glimpse of how it is to own a piece of the dream. In the industry of make-believe, the creation of a history embodied by an icon and perpetuated through those who want to aspire to be ambassadors of such life-style has generated a billion dollar global industry which nevertheless remains, even when it comes to the Academics, slightly untouched. This paper revolves around the study of Burberry within the Portuguese market and the understanding of how has a brand within this industry been able to survive for over a century, facing the inherent challenges of such long existence and re-affirming its competitiveness among the international elite through a repositioning strategy. Through this example students, readers and lecturers will be able to get an inside scoop on the industry and understand the underlying drivers and challenges on a brand’s repositioning strategy framed by the idiosyncratic specificities of the segment in which Burberry operates. By the end the author suggests that within the Portuguese market the challenges faced by the brand are no exception to those faced in other countries in which it operates. In fact, Burberry’s five-step strategy seems to have accurately captured the evolution of the market at its global scale and re-affirmed the power of new emerging economies, their purchasing willingness, their specificities and the need for the brand to capture those new dynamics through innovative retail strategies in order to remain relevant in the 21st century. The Portuguese market is currently mirroring such challenges and albeit incorporating them at a steadier pace it is indeed moving towards a full integration with the brand’s core values, integrating them with a new technological approach, a standardization of the products and above all, an above-the-average-standardized Burberry experience worldwide.
- Benefícios privados do controlo societárioPublication . Abreu, Miguel E. Cancela de; Cunha, Paulo Olavo
- The strategic use of Gamification in brands’ CRMPublication . Costa, Ana Patrícia Coelho dos Santos; Amaral, PauloThe main objective of this dissertation is to analyze the strategic impact of Gamification in brands’ and retailers’ CRM strategy, with a deep focus on loyalty and reward programs. Having this in mind, the main research questions of this dissertation aim to understand if there are certain characteristics in Gamification that generate value for the end-user and if Gamification can be a source of sustained competitive advantage for firms in the retailing industry. With a view to be able to answer the two research questions, a “Gamification in CRM processes” is proposed, aiming at enumerating the main functionalities of Gamification that may have an impact in a CRM strategy. Through an online survey, taken by 191 people from 25 different nationalities, it is possible to confirm that consumers are interested in participating in a gamified platform and in providing relevant data to brands and retailers in order to receive personalized offers. Moreover, it is also ascertained that Gamification has a potential to increase brand loyalty levels. Gamers’ Tacit Knowledge is then identified as a strategic resource that can be obtained by a gamified application. When applying the RBV framework it is possible to conclude that Gamers’ Tacit Knowledge is a VRIN resource, since it is related to a deep organizational learning and to continuous innovation. This is mainly explained by the nature of a Gamified application - based on human interaction and subject to network externalities, which increases the switching costs to current and potential competitors, and provides companies with a knowledge advantage over their competitors. Gamification can, indeed, create value for brands and be a source of sustained competitive advantage.
- Interatómica da cavidade oralPublication . Soares, André do Nascimento Gonçalves; Correia, Maria José; Arrais, JoelA cavidade oral humana é um ecossistema complexo onde fatores do hospedeiro, microbianos e ambientais interagem num equilíbrio dinâmico. A compreensão da biologia da cavidade oral e dos distúrbios que a afetam depende de ferramentas bioinformáticas que permitam a compilação, integração e aplicação da informação gerada por técnicas de alto rendimento, como as técnicas de proteómica, que se dedica à identificação de todas as proteínas expressas. A compreensão dos mecanismos moleculares que se desenrolam na cavidade oral assenta na interação entre as moléculas presentes. O conhecimento destes mecanismos tem aplicações na fisiologia e fisiopatologia do sistema cavidade oral. No sentido de responder à necessidade de estudar os genes e proteínas de forma integrada, dando realce às interações estabelecidas, começaram a ser desenvolvidas bases de dados de interatómica que incluem interações conhecidas e previstas através de algoritmos, associando-lhe um índice de confiança. O nosso trabalho contribuiu para o aperfeiçoamento de um algoritmo que permite a determinação de interações proteína-proteína. É utilizada a informação estrutural e de interações anteriormente determinadas entre os vários domínios das proteínas. Este estudo tem como objetivo analisar, interpretar e explorar os resultados da aplicação do algoritmo OralInt ao conjunto de proteínas identificado por técnicas de proteómica como presentes na cavidade oral utilizando a base de dados OralOme, assim como verificar se algumas das interações descritas na bibliografia e determinadas experimentalmente na cavidade oral, se encontram presentes nas previsões e validar os resultados através de uma análise da literatura. O desenvolvimento de ferramentas bioinformáticas que permitam a proposta de interações proteína-proteína, na cavidade oral, pode fornecer uma enorme quantidade de informação que vai assumir implicações na compreensão dos mecanismos moleculares dos processos que ocorrem na cavidade oral em situações fisiológicas e patológicas. Só com o conhecimento dos microrganismos que habitam a cavidade oral, das moléculas por eles produzidas e das interações destas com as do hospedeiro, podemos chegar ao entendimento molecular total.