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Browsing by Issue Date, starting with "2015-07-08"

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  • Patrocínio e comunicação : o patrocínio como instrumento de responsabilidade social na banca
    Publication . Ribeiro, Ana Mafalda Ponte Cardoso; Ilharco, Fernando
    Nesta investigação, procurámos analisar a utilização do patrocínio enquanto instrumento de comunicação da responsabilidade social corporativa pelas instituições do sector financeiro, especialmente da banca, em Portugal. Embora o patrocínio, por definição, contribua para a prossecução dos objectivos destas organizações, encontramo-lo frequentemente associado à noção de responsabilidade social, nas suas mais diversas vertentes e formas, podendo ser visto como uma das suas expressões. A privatização da banca e o aumento da competitividade no sector obrigaram as instituições bancárias a comunicar de uma forma mais eficaz. O actual contexto de crise terá também contribuído para esta necessidade, dando um novo fôlego e visibilidade ao investimento da banca em patrocínios.
    2015-07-08Master thesis Restricted access Show more
  • Organizing and managing innovation at ActivoBank
    Publication . Carvalho, Tomás Valbordo; Pires, João Simão
    ActivoBank, a small Portuguese retail bank with digital focus, has been operating in the Portuguese market with its current structure for five years. As the model proves to be successful and allows the company to grow at a generous pace, some questions arise on the most adequate innovation strategy for the company, one of the bank’s strongest competitive advantages. After hitting its breakeven point earlier than expected, in 2014, the bank is now at a critical point to check-up on the company’s structure and overall health status. It has a client base of around eighty thousand people (and growing). The present case aims at tracking the history of the company, questioning the relevance of its strong innovation culture strategy and providing an overview on the Portuguese retail banking industry. The reader will be in place of a top management decision-maker from inside ActivoBank, the Head of the Innovation Office. Its goals are to analyze the situation critically and propose with strong arguments possible answers to the upcoming challenges. Should the bank maintain its centralized innovation model, or shift to a different one more suited to its scalability and upcoming challenges? Effectively, is there a more suited model regarding the future of the company?
    2015-07-08Master thesis Open access Show more
  • The impact of cultural distance on the internationalisation process : a comparative case study of H3 in Poland, Spain and Brazil
    Publication . Alfarroba, Inês Filipa Ramos Correia; Leglise, Laure
    As companies increasingly trade in a greater variety of countries with different cultures, it is essential to understand how these may influence the success when operating abroad. This thesis was designed to contribute to existing literature by studying the impact that perceived and actual cultural distance, encompassing habits and language, have on the internationalisation process and decisions using the case study of a Portuguese fast food restaurant, H3. As the company has internationalised into Poland, Spain and Brazil, it was possible to study situations with varying degrees of cultural distance from Portugal. The study was undertaken in a sequential process, encompassing the decision, preparation, implementation and post-implementation phases, to get a comprehensive overview of the entire process. From this study’s results it was possible to notice that the company’s perceived cultural distance didn’t appear to have an obvious relation with the definition of strategic objectives, the duration of the preparation period and the entrance sequence in the countries. On the other hand, when perceived cultural distance was lower there were more adaptations done. The longevity of the company in the countries could also have influenced this result. Nonetheless, this study supports that the company will have more success in culturally closer countries. The study highlights that a company’s success in foreign countries was always found to encompass cultural challenges, due to different mentalities and habits. Thus, companies should do an extensive in-depth research prior, so they may be prepared and can more easily adapt to the challenges that arise.
    2015-07-08Master thesis Restricted access Show more
  • The sale of the Portuguese operations of Carrefour
    Publication . Rocha, Miguel Vieira da; Pires, João Simão
    In 2007, Carrefour decided to put up for sale their Portuguese operations, consisted of 12 hypermarkets, 11 licenses to open new stores and 8 gas stations. Many things were speculated during the process, but in the end Sonae ended up buying the operations for 600 million euros. This case study provides insights about the food retailing market at the time and an overview of the top 3 players in Portugal, Sonae, Auchan and Jerónimo Martins. The main goal of this thesis is a reflection about the advantages, disadvantages and what would happen if any of the other two would have bought it instead of Sonae. The financial situation of the companies is analysed, as well as their investments, their assets and their location, their portfolios and their strategies. In the end, there will be presented a conclusion about which company would have benefited the most from this deal. It is given in the case all the information the reader needs to have a clear vision of the market at the time, the companies and to draw his own conclusions about what happened and what could have happened.
    2015-07-08Master thesis Open access Show more
  • American football in Portugal and its teams’ communication strategies
    Publication . Costa, José Guilherme Sousa Monteiro; Celeste, Pedro Manuel Amador Rodrigues
    Sports are not static; they change in many aspects, in their rules, in their playing styles and also evolve being played by nationalities. There are sports that are still not much globalized and most of their activity is concentrated in one country. One example of this is American football, which in the United States is one of the most famous sports, while it is much less known in Europe and even less in Portugal. This paper covers the development of American football in Europe, more specifically in Portugal. It will describe the birth and development of the American Football Portuguese League as well as its teams and its communications strategies and activities. It will also explore António’s point of view; He is a young adult passionate for American football with an entrepreneurial spirit. He wants to help develop the sport’s popularity in Portugal, more specifically through its recently born team, the Lisboa Devils. He will analyze the teams’ communication strategies and activities conducted during matches in order to develop a more effective way of transforming this sport into an attractive alternative to regular football, the main practiced sport in Portugal.
    2015-07-08Master thesis Open access Show more
  • Best practices and potential biases in trade missions : portuguese SMEs mission guidelines
    Publication . Sousa, Jorge Diogo Rodrigues e; Cardeal, Nuno César de Jesus Guerra
    Standing in a period of economic uncertainty, Portugal had to look for measures to improve its financial health. Internationalization was regarded as an option, leading EPAs and, specifically, Trade Missions to gain notoriety. Since SMEs are crucial in the country’s recovery and are seen as the companies which can receive greater benefits from participating in these Missions, we develop a list of potential biases and best practices regarding Trade Mission. Through interviewing SMEs participants, EPAs, and Trade Fairs SMEs participants, we manage to identify some initiatives expected to contribute in making Portuguese Trade Missions more efficient. Among the potential biases, most of them are related to internal attribution. As a result, firms need to: be explicit while interacting with the agencies; take measured risks on which country to invest and be aware of their capability to internationalize their operations; understand who their potential partners are and how to interact with them; and be as less dependent as possible from the organizers, hence, making deals on their own. Regarding the best practices, the ones listed intend to give doable conducts on how an SME can prepare for a Trade Mission. We aim at making participants aware of others’ importance and, we also consider initiatives that can help prepare for the Follow-up period. Accordingly, we hope to be able to correctly consider how an SME should proceed when and while enrolled at a Trade Mission.
    2015-07-08Master thesis Open access Show more
  • Ten-to-Ten : the reborn of traditional commerce : a case on marketing strategies for small retailers
    Publication . Melo, Luís Miguel Abrantes Pereira de; Marcos, Paulo
    The Portuguese retail market is characterized by high competition, evolution of distribution channels in terms of opportunities and decrease of consumer’s loyalty. In Portugal the main formats used by retailers are super and hypermarket, which in large part responsible for the disappearing of traditional small retailers. However, in the last years the market has witnessed the reborn of traditional commerce, even by the two main players. The mentioned trends have lead companies to find ways to differentiate from competition, and lock consumers in. Ten-to-ten was one of the first companies that appeared under this format, by 2009, and since then it has been able to grow in the city of Lisbon, but at the same time has struggled with obstacles on their path. The managers of the company were in front of a difficult decision of whether to consolidate the brand in Lisbon and overcome important obstacles or go to Porto while main competitors are still on an early stage on that city.
    2015-07-08Master thesis Open access Show more
  • NEXX Helmets : keeping up with international demand
    Publication . Cruz, João Bernardo Nolasco Amaral Gomes; Cardeal, Nuno César de Jesus Guerra
    This master thesis is divided into three main parts: case-study, literature review and teaching notes. With the aim of provide a real business case to be used for class discussion in a strategic/internationalization based courses, where students can apply strategic frameworks and their knowledge. NEXX was founded in 2001; the period until 2014 was of constant growth, with increasing sales, employees and factory space. In order to leverage some strength diversification and differentiation strategies were applied. The growth has been constrained by different factors: physical limit of production or lack of funding and bank support. The use of contract manufacturing, and factory expansion were adopted to handle production. The main guidelines for the brand have been: differentiation and searching for other markets. By the end of 2014 NEXX was present in more than fifty countries. The initial intent was to fulfill a gap in the international market with a clear vision of quality, well designed, and well-priced helmets. When this goal was achieved, more than just being among the best, the company wanted to be among the five industry leaders before the year 2020. How growth should be managed and strategy should be suited to achieve the desired position are some of the most significant challenges. The second part of this master thesis – literature review – contains the most relevant theory to interpret and analyze the case-study, answering the assigned question present on the last section. This last content – teaching notes – aims to provide guidance but also possible solutions for the questions.
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  • Insource and outsource of a creative division
    Publication . Alvito, Nuno Miguel Oliveira Soromenho de; Marcos, Paulo
    This case aims to analyse all the steps and issues towards the decision making process of insourcing and outsourcing strategy solutions with creative purposes for Renascença comunicação multimédia. The Marketing Division of the radio group decided to challenge its creativity in order to keep up to the radio daily challenges and stand above the media competitors that use the same and different communication channels. As a learning process, r/com faced the most variable challenges on its background and understood that in order to be successful, it is extremely important that all the radio brands of r/com maximize the usage of its people’s talent as well as the available resources, internally or externally. This case is pioneer concerning insourcing and outsourcing strategies of advertising creative talent on a media service company.
    2015-07-08Master thesis Open access Show more