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Browsing by Issue Date, starting with "2016-10-25"

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  • Domestos : going premium in the UK Toilet Cleaners Market
    Publication . Holstein, Bernardo Maria Bebiano de Sousa e; Marcos, Paulo Alexandre Gonçalves
    Unilever was the company selected to serve as background for the development of a teaching case in Marketing, followed by a teaching note, intended to be used as a pedagogical tool in undergraduate or graduate programs. In the last years, bleach market has become increasingly commoditized due to intense competition from Retailers Own Brands, the low involvement of the category and the lack of innovation. Domestos, a Unilever brand present in more than 50 countries, is the clear leader in the UK toilet cleaners’ market. Bleach is the most important segment for Domestos accounting for more than 50% of its revenue. In the last two years, market commoditization has caused an overall decline in prices, leading to lower category sales value, despite an increase in volume. To sustain and strengthen Domestos leadership position in the market and to bring back value to the category while fighting the commodity trap, , Domestos managers are preparing the launch of a premium bleach with a brand new Multi-Jet Nozzle. The dilemma focus on two Marketing Mix variables: Pack and Price. Students are presented with the marketing dilemma, market context, company and brand’s facts and figures and are invited to become real managers with the challenge of developing a proposal focusing on business opportunity, pack and price. Students are presented with qualitative and quantitative data and are asked to build a Business Case, which supported by qualitative and other quantitative data, will help them make final recommendations , bringing them closer to real-life challenges.
    2016-10-25Master thesis Restricted access Show more
  • 2016-10-25Master thesis Open access Show more
  • The consolidation of a brand : Parfois
    Publication . Dias, Ana Rita Guerreiro Marques; Pires, João Paulo Simão
    Parfois is a Portuguese multinational company in the fashion accessories industry counting with twenty years of history. The brand is present in 50 countries and exhibits in 2014 more than 500 stores all over the world, in both developed and emerging markets. Parfois has revolutionized the fashion accessories market in Portugal by providing trendy and fashion accessories affordable to everyone. It presents a wide portfolio of product segments and has been focusing in the fast fashion concept to better and quicker respond to customer’s needs. The company is faced with a saturation of the Portuguese market, where it considers, at this time, there is limited room to grow. As so, it is interested in reinforcing its position in other key markets where it is already present. The company is particularly interested in strengthening its presence and consolidating its brand in the Spanish market. The case study develops an overview of the company, the fashion accessories retail industry and consumer trends, as well as a summary of Parfois’ internationalization process. This master thesis aims to study the conditions of the industry and to what extent there are opportunities to grow and consolidate the brand position in Spain.
    2016-10-25Master thesis Open access Show more
  • Green marketing impact on a company’s success : studying the case of Patagonia
    Publication . Ventura, Manuel Robles Machado Simões; Durisin, Boris
    The increased demand for products with low environmental impact has increased the number of green marketing campaigns released during the last years. However, the impact of green marketing in companies’ performance is not clear. It mainly depends on the company’s characteristics and the perceived honesty of their green claims. Thus, the present study aimed to analyze the impact of green marketing in a particular company, Patagonia. Patagonia is recognized as a pioneer in corporate environmentalism. Besides, several certifications attest the company’s efforts to reduce its environmental footprint as sincere. An online questionnaire assessed individual characteristics identified in the literature as profiling green consumers. This was answered by 112 Patagonia’s consumers and 91 non-consumers familiar with the brand. Results indicated that the characteristics profiling green consumers seem to predict well whether a respondent is a consumer of the brand or not. Indeed, Patagonia’s consumers are more similar to green consumers than others. Thus, their purchases are driven by environmental values. As environmental products with greater exposure are likelier to be purchased by green consumers, the present study concludes that Patagonia’s green marketing campaigns are contributing to the company’s success. However, it is also highlighted that green marketing mainly affects Patagonia’s consumers’ decisions, when choosing between companies with comparable quality. Indeed, quality is the first driver influencing consumer’s choice over Patagonia.
    2016-10-25Master thesis Open access Show more
  • Projeto de empreendedorismo & inovação social "Acarinha"
    Publication . Almeida, Ana Rita de Jesus; Vieira, Isabel Maria Paula Amado de Freitas
    O principal objetivo deste projeto de empreendedorismo social & inovação social denominado por Unidade Móvel “ACARINHA”, é promover a qualidade de vida das pessoas idosas residentes no Concelho de Vila de Rei através do acesso a serviços básicos como forma a reduzir o isolamento e a solidão. Partiu-se do conceito primordial de inovação social (Seabra e Santos, 2015) definido como uma via de resolução de problemas concretos ou de transformação estruturante que, através da catalisação de diferentes formas de participação, na qual intervém uma pluralidade de atores em rede, tem como objetivo gerar dinâmicas de ação em prol do desenvolvimento humano. A partir da análise empírica, chegou-se a uma tipologia das dimensões do envelhecimento, organizando-as como eixos de investigação resultantes do quadro teórico e assumindo a seguinte forma: Velhice e saúde; Solidão e isolamento social; Socialização, Motivações e Perspetivas para atividades e ocupação. Este projeto pretende a implementação de uma resposta social empreendedora e inovadora, a Unidade Móvel “ACARINHA, que numa lógica de itinerância percorrerá as aldeias dispersas pelo Concelho de Vila de Rei. A ACARINHA estará apetrechada com condições físicas e dispõe de uma equipe multidisciplinar, sendo adequada às necessidades das pessoas idosas a residirem sozinhas, através da execução in loco dos seguintes serviços: administrativos, enfermagem, reabilitação psicomotora / atividades físicas, avaliação e acompanhamento psicológico, intervenção social, animação sociocultural / voluntariado e comunicação e proximidade. Pretende-se com este projeto despistar, em tempo útil, perturbações da saúde e carências de índole social das pessoas idosas a residirem sós ou em situação de vulnerabilidade social. O Projeto Piloto tem como população-alvo 15 pessoas idosas a residirem sozinhas, 14 mulheres e 1 homem, com idades compreendidas entre os 61 e os 94 anos, residentes num meio rural, localizado geograficamente, na freguesia de São João do Peso, pertencente ao Concelho de Vila de Rei e ao Distrito de Castelo Branco. A pesquisa empírica foi desenvolvida com recurso a metodologias qualitativas, usando na recolha de dados, o questionário e a entrevista, tendo como principal preocupação conhecer as necessidades e as expetativas destas pessoas.
    2016-10-25Master thesis Open access Show more
  • Closing the ‘CSR gap’ through a successful CSR strategy : insights from Nike Inc.
    Publication . Soares, Erick Tavarès-Penate; Celeste, Pedro Manuel Amador Rodrigues
    CSR has become an important asset for most companies. It has been at the centre of multinational companies’ strategy such as Nike Inc’s in controversial industries. However, its efficiency is questionable as such companies are still pointed out for their recurrent wrong ethical behaviours. Hence public associates CSR with practices of window-dressing: their actions often don’t represent their commitment to ‘social good’. Accordingly, even though stakeholders are increasingly sensitive to business ethics, a ‘credibility gap’ is still present in most company’s CSR. The lack of CSR credibility combined with little awareness on CSR created a ‘CSR gap’: hindering the possible benefits companies can retrieve from their investments in CSR. The market study explores beliefs related to CSR, shows the existence of the CSR gap, and how perceptions of CSR can act as barrier to an effective CSR. Insights on awareness, perceptions of CSR performance, and expectations of present CSR are gathered through an online survey. Results show lack of awareness, high expectations, negative perceptions of CSR performance and doubts on the ability of CSR to do ‘social good’. Finally, the author identifies actions that can be taken to address the ‘CSR gap’ and allow companies to fully benefit from CSR investments. Companies need to establish long term positive awareness and credibility of their CSR initiatives, to cut the association of CSR to window-dressing, by minimizing the contradiction between claims and actual events or actions.
    2016-10-25Master thesis Open access Show more
  • A violência doméstica e a regulação das responsabilidades parentais
    Publication . Martinho, Bruna Daniela Pinheiro; Ferreira, Maria Elisabete da Costa
    2016-10-25Master thesis Open access Show more
  • Editorial: Special Issue “International Conference of Spirituality in Healthcare. Sowing the Seeds”—Trinity College Dublin 2015
    Publication . Timmins, Fiona; McSherry, Wilfred; O'Boyle, Colm; Brady, Vivienne; Caldeira, Sílvia
    2016-10-25Journal article Open access Show more
  • Vodafone and its approach to understand and serve the irrational customer : a behavioral economics perspective
    Publication . Koëhler, Alexander Tobias; Celeste, Pedro Manuel Amador Rodrigues
    The telecommunications industry is one of the most dynamic industries and Vodafone, being a telecommunications provider in the top five of the world has to act accordingly to keep this position. Customers’ requirements get more demanding (Jones, et al., 2005) and without customer centricity, corporations are condemned to get pushed out of the market. Due do globalization and digitalization, customers have almost unlimited access to information and to serve them, it is crucial to understand how the human species acts - and here Behavioral Economics comes into play: While classical economics teaches us about the Homo Economicus, the creature that acts entirely rationally, Behavioral Economics complements this assumption with other sciences such as psychology in order to draw a more realistic picture. The customer of Vodafone is not the Homo Economicus, he is rather a person full of irrationalities and biases. To develop products and services which address the needs and requirements of the actual human species, it is crucial to understand how we actually act. If a corporation like Vodafone understands irrationalities in the human behavior, it can build a competitive advantage towards competitors that still act as if their customers were Homo Economicus. After rolling out the theory in the Literature Review, the case study will give first insights in the research and application of Behavioral Economics before conducting a survey in order to get insights about the irrational purchasing behavior and to find out how Vodafone can increase the perceived quality of its products and services.
    2016-10-25Master thesis Restricted access Show more
  • Horizontal effect of the charter of fundamental rights : stretching directives to expand the effet utile of principles
    Publication . Ferreira, Inês Viterbo Vicente; Cunha, Sofia Oliveira Pais
    2016-10-25Master thesis Restricted access Show more