Browsing by Issue Date, starting with "2014-07-11"
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- CAIS : narrowing the gap between brand image and brand identityPublication . Neto, Iris Geraldes; Xavier, RuteThis dissertation assessed the existence of a gap between the brand image and brand identity for CAIS, a Portuguese non-profit organization known for its emblematic product: CAIS magazine and the recommendation of corrective strategic actions that might be undertaken by CAIS to narrow the gap. Therefore, CAIS identity was inferred through interviews and research about the organization, as well as, CAIS brand image measurement through a survey which asked respondents to rate attributes related to the statute, size, geographic coverage, vision, mission, objectives, core competencies, personality, beneficiaries and relationship on a 7-point scale according to the extent of which the respondent feels the brand CAIS is associated to a certain attribute. Based on both data collected regarding the organization’s identity and image, the gap between the two concepts was identified and evaluated though the measurement of the difference between 7 or 1, depending if the attribute was related or not with CAIS identity and the median of the results obtained through the survey. The findings suggest that a gap between image and identity exist regarding CAIS vision, mission, core competencies and beneficiaries. The gap assessment allowed to conclude that CAIS brand image is linked in great extent to CAIS magazine. There is a lack of knowledge regarding CAIS as an organization beyond the magazine and the image people hold about CAIS corresponds to CAIS identity at the time of its foundation in 1994. Therefore, CAIS might undertake some suggested corrective strategic actions in order to reduce the observed gap like: development of a national campaign to increase general public awareness about CAIS, increase of brand communication through media, expand CAIS micro businesses and implement measures that guarantee CAIS magazine sellers compliance with the code of conduct.
- The BSC as a strategic management system : recommendations to ISBANPublication . Rodrigues, Maria Inês Carvalho; Xavier, RuteManagement control systems seem of extreme importance for a company’s successful strategy implementation and execution, assuring, simultaneously, that all the employees are committed to the company’s strategy achievement, contributing to the value creation for all the stakeholders involved. ISBAN requested a consulting project in order to obtain recommendations for its management control system and monitoring procedures. Therefore, in order to support the developed recommendations, previous literature regarding the importance of management control systems, the concept of Management by Objectives as well as the evolution of the Balanced Scorecard and the follow-up it requires, was investigated. The value-added of this thesis consists in the application of a practical case that provides ISBAN the necessary suited recommendations which enable its management and performance improvement along with the commitment and mobility of top management to the framework recommended for their specific case, the Balanced Scorecard. The main conclusions that arose with this investigation were, firstly, the necessity to implement a strategic management system with intrinsic explanatory power about the critical areas identified through the strategic relationships represented in the Strategy Map, such that corrective actions can be taken. Secondly, when it comes to monitoring and reporting practices, it seems essential to appoint an entity that ensures an alignment between the company’s strategy and the management processes, being accountable for updating and following-up the model, through regular monitoring and reporting practices. Finally, the Balanced Scorecard should be supported by an information system in order to automate the process, linking the defined measures to the company’s databases and systems.
- The homebanking trends : which strategic path should Retail Banks pursue?Publication . Pino, Ana Raquel Monteiro; Xavier, RuteOne of the greatest commercial innovations developed by Retail Banks was the homebanking service. This dissertation aims at assessing the current evolution stage of the Portuguese homebanking market, as well as finding gaps vs. users’ needs/ preferences, thus projecting future trends. To do so, it was performed a national benchmark, for both the B2C and B2B segments, focused on two key pillars: image/communication, and functionalities. Further, it was conducted a survey for the both segments, to perceive what users know, use, value and would like to have in their homebankings. Based on the former analysis, the national banks were segmented in a matrix considering their performance in the two pillars studied and a clear market gap was identified. B2C users acknowledge the huge evolution the homebankings have come through in terms of functionalities; however they are not totally satisfied with their homebankings image/communication performance.
- O impacto do Facebook na publicidade online : uma perspetiva Google versus FacebookPublication . Branquinho, Inês Maria Pereira; Ferreira, Mário Pedro Leite AlmeidaEste trabalho teve como objetivo perceber qual o impacto do Facebook na publicidade online. Para tal, decidiu-se realizar uma comparação do seu modelo de negócio online, com o do Google, e perceber qual dos dois é mais eficaz para as empresas portuguesas, na área das telecomunicações, em Portugal. A metodologia utilizada para esta investigação assentou na utilização do crosssectional, um estudo observacional e descritivo que envolveu a recolha de dados, de uma certa população através de, neste caso, um questionário. Posteriormente cruzaram-se os dados obtidos, percebendo-se, assim, quais as variáveis que as empresas consideravam como mais importantes, aquando da sua implementação de campanhas online nestas plataformas. Aquilo que foi possível concluir através deste estudo resulta que o fator temporal, para estas empresas, não tem qualquer importância no seu processo de escolha. Isto é, o fato de o Google ter surgido primeiro que o Facebook, desenvolvendo o negócio nesta área, não influencia a sua escolha em detrimento da outra plataforma. O que estas sim, consideraram como importante, é a circunstância de o mesmo ser um motor de pesquisa, dando mais importância a isso do que ao Facebook como rede social. Além disso, estas consideraram também como variáveis fundamentais as potencialidades de segmentação do seu público-alvo, o custo por impressão ou clique e, no caso particular do Google, ainda o tamanho e configurações dos seus anúncios, e no Facebook os resultados obtidos em campanhas anteriores. Nesta investigação, concluímos que apesar de todo o desenvolvimento e crescimento do Facebook, como rede social, enquanto veículo de campanhas online, as empresas ainda consideram o Google a plataforma mais eficaz.
- New shopping trends : internet, second-hand trade and OLXPublication . Abreu, Maria João Fernandes; Celeste, PedroOLX is a company founded in Argentina in 2006 that works in the online classified advertising industry. It arrived to Portugal in the year of its launch through a South African company named Naspers but since 2012 it is managed locally by FixeAds. This Portuguese firm is specialized in the development and management of online platforms for classified advertisements. OLX Portugal is currently one of the most successful and visited websites in the country. This dissertation aims to identify the reasons that lie behind a new way of buying and selling that is currently prospering, and also the way OLX was able to differentiate itself on the market. For this it is necessary to understand the possibilities that the internet has brought to both businesses and consumers, the economic and social context, and also the way that the brand adjusted its strategy to the market. The methodology used for this research includes a Literature Review, a Case Study and a Market Research. The Literature Review consists in a theoretical approach towards online shopping, second-hand purchasing and selling, and marketing for online businesses. The Case Study aims to explain the context through which OLX arrives to Portugal, the role of FixeAds throughout the management of the brand, including their vision and strategy, and also the results obtained from the 2012 advertising campaign. Lastly, the Market Research carried out provides real customer’s insights on their use of internet, second-hand selling or buying habits, and also their relation with the brand OLX. It was conveyed to the participants through the form of an online survey.
- The challenges of being a christian among the buddhists in MyanmarPublication . Alphonso; Gomez, Fausto
- Consulting project : methodology for the follow-up of objectives using the Balanced Scorecard in ISBANPublication . Jerónimo, Margarida Costa Rosa Martins; Xavier, RuteIn times of intense competition and quick change, companies need to keep enhancing their performance to keep pace. However, it is difficult to manage what you cannot measure. Traditional performance measurement systems that focused solely on financial measures seem no longer valid in today’s reality. There is an urge for a comprehensive management system that links companies’ strategy to operations, integrating diverse once separated activities such as strategy development, planning, alignment, operational planning, operational control and strategy control. The present thesis focuses on a management system that has the potential to become that ideal structure that companies look for to manage their strategies, that has the ability to align all organisations’ units, systems and processes to their strategies: the Balanced Scorecard. More specifically, focuses on its processes for the control and follow-up of objectives. In particular, this thesis is based on a project for ISBAN, a software banking company. The aim of the thesis is to propose a methodology for the objectives’ follow-up in a company using the Balanced Scorecard as the model of objectives.