Browsing by Issue Date, starting with "2016-10-19"
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- Exploring passive innovation resistance in products developed through co-creation strategyPublication . Reis, Madalena Mendes Gouveia Batalha; Costa, Cláudia Isabel de SousaFirms often overlook and neglect the importance of consumer innovation resistance, which leads to bad investments and failure of otherwise value capturing products. This dissertation aims to identify the role of passive innovation resistance when applied to a product developed through a co-creation model. Past literature has suggested an exploration into the extent passive innovation resistance plays in consumers’ perceptions of innovation-specific products. Based on a sample of 243 respondents this study complements the current literature by providing empirical results and testing the existing theory. Overall our results show that in the context of co-created products there is a significant resistance to adopt by passive innovation resistant segments. Our findings come complement the existing literature and show that cognitive rigidity is the most significant factor when dealing with co-created products.
- The use of pinterest in marketing communicationPublication . Kondratenko, Maryna; Awdziej, MarcinBusinesses in order to stay in contact with customers utilize various communication channels. Due to the rise of informational technology and changes in marketing communication, integrated marketing communications (IMC) have emerged. Nowadays, the popularity of social media platforms as a key part of IMC is growing and evolving at a rapid pace. Hence, with using social media marketing companies obtain a powerful tool to establish close and personal relationships with customers. Especially, visual bookmarking platform Pinterest has gained a widespread popularity among shoppers, which therefore offers companies a potential channel to engage with their stakeholders. This research aims at exploring the reasons, a retail company uses Pinterest in marketing communication. In order to get a deep insight on the topic, a case study methodology was used, followed by an in-depth interview with Social Media Manager of online jewelry shop and visual analysis of Pinterest profile of the company. The findings suggest that Pinterest drives traffic to the websites and boosts sales. Although, there was no correlation between Pinterest marketing and increasing in brand awareness revealed, Pinterest is considered as an opportunity to create customers’ loyalty. By reviewing the literature and the analysis of the data gathered, recommendations and conclusions are drawn that would help understand how to make the usage of Pinterest effective and also gives insights into future research.
- An empirical analysis of multichannel shopping for grocery products : the effects of personality traits across online and offline channel usagePublication . Holzinger, Kerstin; Fernandes, Daniel Von Der HeydeOver the last years, the routes-to-market have increased with innovative new ways of reaching the end-consumer. In the UK, the grocery landscape has experienced a particularly strong proliferation of channels, resulting in the new phenomenon of multichannel shopping. It is imperative for managers to understand what drives shoppers’ channel choice in order to effectively design channel structures. This dissertation investigates the influence of personality traits onto channel choice across the shopping stages of information search, purchase and delivery. The studied personality traits are variables that vary personally and situationally and were based on the Five Factors Model and additionally generated situational traits. The dissertation further provides a customer segmentation that takes into consideration the newly adopted multichannel behaviour. Results suggest that global and situational traits impact channel adoption across the studied stages. Convenience Orientation, Value-Consciousness and Consciousness have a major impact on channel usage for in-store information search and purchasing. Technology Usefulness was found to drive information search online. Further, Consciousness and Convenience Orientation directly impact channel adoption for purchasing and delivery. Overall, three segments were identified comprising a traditional store-focused segment and two multichannel segments.
- Estratégias do controlo de espaço marítimo em Moçambique : estudo de caso Baía de Pemba : 2009-2013Publication . Ramessane, Manuel Rodrigo; Garcia, Francisco Miguel Goveia Pinto ProençaO presente trabalho procura abordar até que ponto, as Estrategias de Controlo de Espaço Maritimo Moçambicano contribuem na defesa e segurança, como espaço estratégico, o que requer instrumentos de força para defender os legítimos interesses nacionais. Podemos ainda perspectivar o mar como veículo cultural e, nesse âmbito, encontrar os traços de união para o diálogo construtivo alicerçado nos interesses mútuos e transparentes. O problema da pesca ilegal, pirataria e tomada de reféns, poluição do mar, tem sido amplamente reconhecido a nível regional e existe forte cooperação ao nível nacional e da SADC para combater com maior eficácia este tipo de atentado à soberania marítima de países que ainda carecem dos meios de defesa das suas zonas económicas exclusivas. A contextualização de Estrategias de Controlo de Espaço Marítimo, definido pela Convenção das Nações Unidas Sobre o Direito do Mar, como uma zona de mar adjacente ao território é além das águas interiores e, sobre as quais se estende a soberania do Estado Costeiro (marítimo). A exploração de recursos maritímos constitui uma das mais importantes descobertas recentemente, a saber, gás, petroléo natural e biomoléculas, devem ser exploradas de estrita segurança. Portanto, para as estratégias de controlo de espaço marítimo moçambicano tenha êxitos pressupõe-se que os profissionais das áreas de defesa e segurança, suscitem a formação contínua da componente ordenamento territorial e meio ambiente; sobretudo, implementação as Convenções Internacionais, Códigos e Regulamentos, tendo em vista a supressão de pirataria, roubo armado e outros actos ilícitos contra navios, ao mesmo tempo que se reforça a segurança marítima, a busca e salvamento e combate à poluição marítima
- Snackification : study of consumer behaviour, motivations and cultural differences among students in the UK towards the ongoing trend in the food industryPublication . Kriegl, Robert; Fernandes, Daniel Von Der HeydeNowadays, people’s traditional consumer behaviour is changing. The trend of snacking, as well as an emerging interest in healthy food alternatives, are just a few examples. However, little is known about snacking motivations and cultural differences of students in the UK in general and with respect to a stressful exam period. Hence, this dissertation aims to explore motivational snacking drivers for students, examine cultural differences and elaborate the effect of the exam period on consumption behaviour. Additionally, the study focused on investigating potential snacking groups for future research. The dissertation adopted a pragmatist stance and a mixed-method research approach. Ten semistructured in-depth interviews, with a separation between Asian and UK/European nationalities, were conducted prior to the test period. After the exams, a quantitative survey was carried out to investigate the effect of a stressful period on snacking. Results showed that UK/European students consumed more snacks and less meals, while the opposite is true of Asian participants. Hunger, stress and fun/pleasure/enjoyment were identified as the main motivational drivers. Three consumption groups were explored in the study: Snack Enthusiasts, Market Exper ts and Product Adventurers. In the exam period, both groups showed an increase in snacking with personal feelings being their main motivational driver. Both show the licencing effect by indulging more snacks after a successful exam period.
- How do economic crises impact venture capital activity in European countries? : an empirical analysisPublication . Felizardo, Mariana Ferreira; Di Giuli, AlbertaThis thesis analyzes the impact of an Economic Crisis on Venture Capital Activity. For the analysis, a panel data was created with information on 20 European countries for the period between 2006 and 2012. Crisis was not found to significantly impact VC Activity (Investment or Fund Raising Levels). However, when accounting for the different Stages of Investment considered – Seed, Start-up and Later Stage – results were different. While Investments in Seed and Start-up Stages proved not to be significantly impacted by the Crisis variable, Later Stage was found to be. These results follow in line with the previous research done on the subject. Furthermore, the results yielded for the same test but using Fund Raising Levels proved to be insignificant for all stages assumed. Possible causes for the main results are theorized in this thesis.
- The role of CSR in luxury contexts : the influence of different luxury dimensionsPublication . Kuklis, Kamil; Awdziej, MarcinToday’s changing consumer behavior in favor of sustainability and environmental aspects issues a challenge to luxury brands, raising the question if these two concepts are compatible and which factors may affect consumer perceptions to corporate social responsibility (CSR) initiatives. This paper investigates the influence of luxury dimensions on the effectiveness of CSR communication and its connected brand value perception. In order to detect a potential relationship between these variables, a multi-scenario experiment was designed and conducted in form of an international online survey. The performed study reveals a clear trend that luxury dimensions have an impact on customers’ value perceptions in CSR related information schemes. However, the results indicate a significant constraint, showing that brands with more distinct luxury dimensions, hence higher perceived luxuriousness, experience stable or decreasing evaluations in value perception, whereas luxury brands with a low perceived degree of luxuriousness sense an overall increase in value perception when CSR information is available. Consequently the more luxurious a luxury company is perceived the less effective or even negative CSR communication impacts the value perception of a particular luxury brand. Yet a contradicting exception in form of the dimension history can be identified, showing reverse effects for brand evaluations. These findings imply that luxury dimensions are key drivers for the effectiveness of CSR communication, thus the value perception of a given luxury brand. Therefore, this study provides useful information for brand managers and marketing practitioners, working on CSR application strategies in the luxury industry.
- The impact of family ownership on financial distress : a study on the effects of 2007-2009 financial crisisPublication . Cruz, Nuno Ricardo Queirós da; Bunkanwanicha, PramuanThe purpose of this study is to establish a relationship between family ownership and corporate financial distress. This dissertation consists of an analysis of a sample of 1779 family and nonfamily firms from 58 countries. The period chosen encompasses the 2007-2009 financial crisis enabling the analysis of its impact on family firms and corporate financial distress. The study was conducted using different firm characteristics, including family ownership, in order to understand their impact on financial distress. This analysis enabled the conclusion that family ownership increases the probability of financial distress. Moreover, our analysis provides evidence that during a period of financial crisis, the impact of family ownership on the probability of financial distress decreases.
- Exploring the diffusion of patient innovations : a multiple-case studyPublication . Dreier, Jan-Philipp Niklas; Costa, Cláudia Isabel de Sousa; Zejnilović, LeidA significant number of patients develop medical devices, treatments, or therapies for personal use. However, most of these patient innovations do not diffuse because the developers do not share them. This problem is known as a form of market failure and requires policy intervention. Yet, little is known about why and when patient innovators decide to diffuse their solutions. A better understanding of these mechanisms is essential to address the problem of market failure. Hence, this study aims to learn from cases of diffused solutions to derive propositions and practical recommendations about how to increase diffusion rates. Nine cases of diffused innovations have been collected. Information was gathered through semi-structured interviews and through additional information from online resources. The results suggest that the diffusion decision is preceded by an awareness of the solution’s value to other patients. The subsequent diffusion is motivated by the variable of life enrichment: being aware of the solution’s value to other patients, innovators find an opportunity to pursue a meaningful purpose or engage in a fulfilling task. Eventually, the diffusion is moderated by the access to complementary assets. Addressing the identified dimensions, digital health platforms, governments and medical professionals can contribute to an environment, which makes innovators become aware of their solutions’ value and supports them in solution sharing.
- Analysis of perceived benefits and potential costs to users in co-creation : examining users that opt out of co-creationPublication . Horváth, Katherine Ann; Costa, Cláudia Isabel de SousaSuccessful customer co-creation results in higher firm profitability and greater efficienc ies. Firms strategically increase customer co-creation activities to generate novel solutions that would otherwise go uncaptured. Despite the benefits of co-creation, the literature leaves the users’ attitude and profile unexplored and wholly overlooks possible cost to users in participation. This thesis aims to better understand the differences between users that opt in and out of co-creation by analyzing potential costs of participation (in terms of time, risk and effort) and analyzing the perceived benefits that influences and (de)motivates users to co-create. The perceived benefits tested include hedonic, utility and individualism benefits, and user perceptions of fairness in value distribution. Demographic variables were tested for profile building purposes. Independent-samples t-test and Chi-square tests were employed to compare and contrast users’ likelihood of participation and evaluate mean scores of each variable. Data was collected through an online questionnaire was administered to 231 participants. Results determined that the perceived benefits are statistically significant thus effect users’ likelihood of participation and that the higher the perceived cost in participation, the less likely a user is to participate. These findings hold implications for how firms should approach co-creation design and how they should structure marketing communications to increase participation rates.