Browsing by Issue Date, starting with "2016-01-28"
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- Resource based view, brand identity and entrepreneurship : a teaching case study at Mundo VerdePublication . Silva, Nuno Maria Múrias Roquette Cornélio da; Vasconcelos, Isabella Francisca Freitas Gouveia deThis case study is based in Mundo Verde, a Brazilian natural products company, and its focused on the strategic decisions the company has to make to overcome the current problems. The case is built around three major theoretical perspectives: Competitive advantages from a Resource Based View, Brand Identity and Entrepreneurship. In the case is presented first the company, disclosing the necessary information to analyze and comprehend Mundo Verde, by accurately identifying the company´s competitive advantages. Next the student is presented to a narrative where the CEO of the company meets one of the franchisees in an attempt to find out more about the company´s issues and to see how the stores are working. Several scenarios are presented to the students which represent several possibilities of action, considering the company, the problems to be addressed and the objectives of the company.
- Market entry of an innovative technology : the example of a new app on the brazilian tourism marketPublication . Piegsa, Adrian; Cyrino, Álvaro BrunoThe Brazilian start-up Local Wander plans to enter the tourism sector with a mobile application aiming to enable a new form of travel research. A web-based survey has been sent out to the start-up’s target audience (n: 236) in order to gain further relevant information for the designing of Local Wander’s market entry strategy. By applying the diffusion of innovation theory, this thesis could detect five different adopter categories, originally described by Rogers (1962), among Local Wander’s target audience based on their adoption intention. The Early Market was observed to be significantly bigger than the theory predicted. Research revealed four char-acteristics to be of significant impact on the adoption intention: Relative Perceived Product Advantage, Perceived Product Complexity, Compatibility with digital travel research sources, and the adopter’s Innovativeness towards mobile applications. Specific characteristics in order to identify Local Wander’s early users, the so called Innovators, were detected giving indica-tions for further necessary company market research. Findings showed that the diffusion of innovation framework is a helpful tool for start-ups’ prospective decision making and market entry strategy planning.
- The analysis of foreign market entry strategies on the basis of different cultural backgrounds and environments : a qualitative study characterising the differences and similarities of brazilian and european firmsPublication . Schlechtriem, Maximilian; Cyrino, Álvaro BrunoMoving into a new and foreign market can be challenging, especially when such market has a different culture and working environment in comparison to the home market. Thus, it is of utter importance to adjust a company’s strategy to the new market conditions. Currently, there are no concrete guidelines of what aspects are most important when moving from a developing market such as Brazil into a more sophisticated market like Europe, or vice versa. The present study will examine two companies from the same industry, but with different cultural backgrounds and its strategic similarities and differences for operating in multiple international markets. The data was collected via semi-structured interviews with the Chief Executive Officers (CEOs’) from both companies, using an interview guideline that is based on three different theoretical frameworks. The aim is to give recommendations to these two industries of how to efficiently use existing theoretical frameworks and which aspects are most significant when moving into a new market while keeping in mind a company’s size and background.
- An evaluation of the Business Model Canvas by technology-oriented startups in Brazil : a qualitative study about the usage of the tool by Brazilian entrepreneurPublication . Schwarzkopf, Jan; Cyrino, Álvaro BrunoThe following paper was conducted with the support of several entrepreneurs and startups from Brazil. The aim of the research was to find out which impact the Business Model Canvas, further abbreviated as BMC, has on technology-oriented startups in Brazil. The first step of the study was identify some general concepts of entrepreneurship, as well as the conditions and environment of the country. Afterwards, it was focused on defining and comparing different business model tools and concepts to the BMC. After the literature review and meeting with several professionals in the area of entrepreneurship and startups, a questionnaire was formulated in order to conduct the qualitative study and identify the main impact of the tool. The questionnaire was answered by ten startups. In order to check the validity and credibility of the research outcomes, theory and investigator triangulation was used. As a result, the usage of the BMC could be evaluated by obtaining the outcomes and the theory, which showed that Brazilian tech startups are using Osterwalder’s model for the reason of idea creation and testing, validating and pivoting their business model. Interestingly, the research revealed that the entrepreneurs are using the tool often not in the traditional way of printing it, but rather applying it as a thinking approach. Besides, the entrepreneurs are focusing mostly on developing a strong Value Proposition, Customer Segment and sustainable Revenue Streams, while afterwards the remaining building blocks are built. Moreover, the research showed that the startups are using also other concepts, such as the Customer Development Process or Build-Measure-Learn Feedback Loop. These methodologies are often applied together with the BMC and helps to identify the most sustainable components of the business idea.
- O direito ao espectáculo : em especial, direito ao espectáculo desportivoPublication . Dias, Maria Canas Botelho Moniz; Mendes, Evaristo Ferreira
- An analysis of the perceived service quality of the hospitality industry in Rio de Janeiro through the SERVQUAL model : a multiple case studyPublication . Bastos, Ana Rita dos Santos; Gonçalves, Ana Paula BorgesBrazil is under political and financial crises where the end seems far away. Because of that, researchers argue that the hotel rooms offered by Rio de Janeiro, built to host the Olympic Games 2016, will be difficult to occupy after the event. It is then necessary for the hotels to understand how guests perceive the service quality in order to adapt to this new era. If guests’ perceptions meet or exceed their expectations, they will be satisfied and will probably return. Thus based on the SERVQUAL approach, this paper aims to study the impact of the service dimensions on the guests’ overall satisfaction at hotels of Rio de Janeiro. Two hotels were considered representative of the city in terms of service quality and customers’ profile. Interviews to the hotel managers were performed, and questionnaires to the guests were administered. Among the five SERVQUAL dimensions – Reliability, Tangibles, Responsiveness, Assurance, and Empathy – the Empathy dimension appears to be the only one that affects the guests’ overall satisfaction. The study could also identify that gender, country of residence, home country and family income have an impact on guests’ satisfaction. This study has no intention of generalization, but rather of refining the theory about services and the SERVQUAL model.
- O papel do storytelling na gestão da comunicação de crise : TAPPublication . Vitorino, Andreia Sofia Augusto; Soares, Fátima Patrícia Nunes da Encarnação Marques DiasO presente relatório de estágio tem como principal objetivo compreender e refletir criticamente acerca da relação entre a disciplina da gestão de crise e as histórias organizacionais. Desta forma, foi realizada uma investigação no campo interpretativista, partindo da experiência do investigador na área da gestão da comunicação, obtida através da observação da crise da Guiné-Bissau verificada na empresa TAP Portugal, em dezembro de 2013. Partindo da premissa de base: a ligação teórica entre os conceitos de gestão de crise e histórias organizacionais, foram analisados de forma crítica todos os comunicados divulgados internamente referentes à crise em questão. Esta análise foi efetuada com o propósito de compreender que tipos de histórias foram veiculadas nesta situação crítica, tendo sido utilizado um modelo tipológico adequado exclusivamente às histórias divulgadas internamente, como é o enfoque do nosso trabalho.