Browsing by Issue Date, starting with "2015-07-06"
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- The Freemium equation : managerial considerations on pricing in the Mobile App IndustryPublication . Brücker, Andreas Georg; Celeste, Pedro Manuel Amador RodriguesThis dissertation provides an overview of current marketing trends in a digital environment. Special characteristics of digital goods such as the indestructability, transmutability, non-rivalry and reproducibility are assessed in order to obtain an understanding of an optimal price determination. Different pricing approaches are discussed and evaluated. Offering digital goods based on a Freemium pricing strategy can have diverse impacts on sales of a company. Previous studies have shown that free samples embrace the positive effects of quality approval, complementary purchases, attention creation and the accelerate appearance of network effects. Further, negative effects such as quality dismissal, free availability and the thread of piracy through the ease of reproducibility can occur. This dissertation assesses those effects on mobile Apps with a Freemium pricing strategy. A framework based on an equation is created and tested on reliability. The results show that promotional effects and improved brand perceptions are a major benefit for providers, while the impact of complementary purchases and digital piracy has less impact than expected. A case study of a comparative example from the mobile gaming industry will outline the theoretical framework with a practical illustration.
- Mergers and acquisitions : the case of Comcast and Time Warner CablePublication . Chissamba, Victor Chia; Tsvetkov, PeterComcast and Time Warner Cable (TWC) merger has been a daily headline in the US business press since the merger announcement in last February 13th of 2014. Meanwhile many questions are raised about the transaction, either in terms of legal issues or in terms related to the strategy fit and financial accretive. These questions are motivated due to the size of both companies in industry where they operate, that leads to witness the largest merger in such industry and the emergence of a potential monopoly. Nevertheless, the constant increasing of the competition in communication, entertainment and media sector and technology, forces the companies to act strategically in order for them not to be behind the market trends as well as the US economy growth. In the meantime, the most common strategy found by companies to take advantage from the opportunities and threats that come from those factors is the merger approach. This dissertation stresses the value created through the combination of both Comcast and Time Warner Cable using the firm valuation tools and regards M&A concepts. Thus, with regards to those tools and the companies’ information, the conclusions indicated an unevaluated TWC’s closing share price before the merger announcement. Additionally, the acquisition of TWC creates 6% of synergies for TWC shareholders and 3% of synergies for Comcast shareholders at a SVAR of 2%. In turn, an offer at 6% premium over TWC’s market capitalization (February 12th) will be proposed with 100% in stock-for-stock.
- Football’s fans relationship with the National Team : how to improve it? : the portuguese casePublication . Domingues, Diana da Costa; Celeste, Pedro Manuel Amador RodriguesFootball fans have characteristics that differentiate them from other fans, such as the levels of loyalty and emotional connection to the teams. These fans are increasingly seeking to get closer to the teams and to be treated as customers, with appropriate strategies to their needs. The loyalty of football fans is more and more important to the success of teams. So, teams are paying more attention to the relationship with the fans and developing long-term relationship-building strategies. This study discusses the case of the Portuguese National Football Team that, besides this trend, has a transactional and sporadic relationship with fans. There is a focus on ticket sales and communicating only when there are matches. Thus, despite the Portuguese great passion for football and the connection to the team, which is considered a national symbol, their support is determined by the team's performance and has been very irregular. Therefore, the team's managers realized that they should take advantage of this emotional connection of fans, to improve the relationship with them and to develop a long-term relationship strategy. The study confirms that this is also the desire of football fans, who want to feel closer to the team, but who do not have very positive perceptions about the team and who do not show high levels of loyalty at the present moment. The conclusion is that managers should start by a characterization and segmentation of fans, which can be divided into three groups, according to their loyalty, and then create CRM strategies according to the needs and behaviours of each segment. Furthermore, some mechanisms must be implemented, such as activities of experiential marketing, an improvement in the team's media and a change in the team's identity.
- O desafio da secularidade. Terá o cristianismo direito de cidade? : para a superação do secularismo redutorPublication . Miranda, Pedro Seixas; Varanda, Maria Isabel Pereira
- Equity valuation : Koninklijke Philips N.V.Publication . Pipa, Dalvim de Jesus Vidal; Martins, José Carlos TudelaValue creation study is still a pertinent subject and in this dissertation I went through value creation for equity holder’s perspectives concluding that the variety of equity valuation model can reflect the fair value if correct assumption are done. A depth analysis on the financial statement and economy development drove sense of the actual conditions of the market and expected pace of growth. Using the fundaments of Adjusted Present Value, Koninklijke Philips N.V. value was studied reaching the conclusion that in the end of May 2015 it was undervalued considering 6.31 percent as the discount factor and 0.9 percent as the steady state terminal growth.
- Public consultation : which strategic path should be developed by regulatory authorities?Publication . Costa, Diogo Brissos de Almeida Vieira da; Lino, Rute Sofia Barbosa XavierA paradigm shift toward “open” decision-making has given to public consultation an increasingly important role in the regulatory and policy-making process. The purpose of the present dissertation is to analyze the current environment in which public consultation activities takes place, by understanding its two principal sides (regulators and citizens). To reach the aim, a benchmark to both International and National regulators was conducted focused on two key dimensions: Internal and External. Based on the former analysis, all the regulators were positioned in a matrix, which allowed the visualization of the different level of development in regulators’ practices concerning the two dimensions studied. However, successful stakeholder engagement implies a real perception of the rationale that underlies it. In this regard, it was conducted a survey to the principal addressee of consultation exercises: citizens. The aim of this tool was to understand what motivates citizens’ participation and what they do know, think and value in a public consultation procedure. By doing so, a clear gap was identified. Although citizens recognize the importance of public consultation activities, the truth is that there is little awareness about this topic, as well as a general feeling that more information should be provided about citizens’ right to participate in such activities. Given the results, a broad strategy based on three pillars was designed and a set of recommendations were given with the purpose of making a positive impact on the way in which public consultations are performed.
- Loyal customers as valuable assets : “O Jardim da Estrela” case studyPublication . Guerra, João Bernardo Almeida Azevedo Abreu; Celeste, Pedro Manuel Amador RodriguesO Jardim da Estrela is a kiosk located in one of the most emblematic and elder gardens of Lisbon, Portugal. The company has been operating for five years and as seen many modifications in its offer and management, in order to improve efficiency and ultimately profits. The main concept of the project was to revitalize the garden’s vigour by creating a bond with its customers and local community and at the same time keep and innovate Portuguese tradition through food, beverages and events. Nowadays, the company has been performing more efficiently, however winter sales has been the main difficulty to overcome. This case study consists on a strategic reflection of the potentialities of using customer loyalty to address and solve the problem. In order to do so, a market research was conducted with the objective of improving customer loyalty. In this research, the thesis author, sought to understand loyal costumers, to further recommend strategies that could be implemented by the company. Thus, these strategies were built through significant insights on customer satisfaction and on loyal customer’s profile and patterns.
- Uma escola católicaPublication . Sousa, Ricardo Fernandes de; Araújo, Joaquim Machado deO presente trabalho é um Relatório Reflexivo Teoricamente Fundamentado e resulta da análise individual do percurso de vida do autor. O trabalho desenvolve-se tendo por base o método autobiográfico como método de investigação e aprendizagem profissional. Divide-se em três partes essenciais: a primeira parte descreve o percurso de vida pessoal e profissional do autor do trabalho; a segunda parte faz o enquadramento teórico sobre a Escola Privada Católica; e, por fim, a terceira parte analisa o projeto educativo do Colégio do Minho, uma Escola Privada Católica. O Relatório conclui realçando a pertinência da análise dos percursos profissionais, a sua aplicabilidade prática e os efeitos que podem surtir, especialmente em quem realiza a investigação. Realça, ainda, a necessidade de aprofundar o conhecimento através de estudos que permitam compreender como se materializa o projeto educativo de uma Escola Católica.
- Environmental provisions in EU and US free trade agreementsPublication . Gondy, Sara Marie Louise Constance; Eeckhout, Piet
- Um e outro no início do Evangelho : composição e interpretação de MC 1,1-15Publication . Hipólito, Isaías Alfredo Fragoso dos Santos; Mendonça, José Tolentino; Almendra, Luísa Maria Varela
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