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Browsing by Issue Date, starting with "2017-07-28"

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  • Introducing variable pricing at the cinema : its effects on viewer choices, habits and perceptions
    Publication . Mendes, João D´Alberto Gonçalves Canas; Machado, Fernando Alcides Sobral
    From an economic perspective, differentiated products call for differentiated pricing as the market efficient solution in face of varying price elasticities of demand. Noticeably, even though films are highly differentiated products, admission prices are uniform, safe for a few exceptions. Most important, the existing price discrimination is independent of films themselves. Because licensing costs vary on a film-by-film basis, the current scheme of uniform prices is potentially not the profit-maximizing solution for exhibitors. This thesis seeks to investigate the impact of variable pricing on consumers’ choices and filmgoing habits and behaviours. It also analyses the validity of two arguments put forward to justify why uniform pricing might be the efficient solution from a demand standpoint. In an online survey, the study combines conjoint analysis to uncover consumers’ preference structure with direct questions to assess their perceptions toward variable pricing. The results show that, although important, price does not become a dominant decision variable, as other factors weigh just as heavily on consumers’ choices. On the other hand, we conclude that consumers are price sensitive and that the number of films watched at the cinema decreases, even though we show this need not be the case. Results also show that lower prices are predominantly attributed to cost- (rather than quality-) differentials. Finally, we observe that fairness perceptions are heterogenous and neutral on average and display strong respondent bias.
    2017-07-28Master thesis Open access Show more
  • AKI Portugal, a change in the way to do it
    Publication . Soares, Mariana Oram de Menezes; Guedes, Nuno Manuel de Magalhães
    AKI Portugal is a major Do It Yourself (DIY) retail chain, belonging to the international ADEO group. The biggest competitor of the brand is Leroy Merlin, which belongs to the same group. Since 2009, AKI PT and other similar brands of the group – such as AKI Spain, Weldom and Bricocenter – were having poorer results, when compared to the previous years. There was an urgency to change the business model of these companies, in order to reverse this trend. This need for a change was the starting point of a new era to AKI PT, which then decided to embrace a new organizational culture. This Dissertation provides a Case Study about AKI PT’s decision to change the organizational culture in order to ease the process of adopting a new business model. The Master Thesis also presents a Literature Review section that provides theoretical concepts and definitions, for a more complete analysis of the Case Study. Following the Literature Review is the Teaching Note section, which includes the analysis of the Case Study, as well as the pedagogical suggestions for the in-class use of the case. The last segment contains conclusions and recommendations regarding the strategy that should be followed by the company.
    2017-07-28Master thesis Restricted access Show more
  • Consumer’s acceptance of Mobile Health Technologies in Germany
    Publication . Dzimiera, Alexandra Julia; Durisin, Boris
    As equipas de administração da industria farmacêutica acreditam que a digitalização da saúde criará novos segmentos de mercado no futuro, enquanto que a saúde móvel propulsará mudança. Embora a adoção de tecnologias por parte de médicos tenha sido já extensivamente analisada no passado, pouco avanço tem sido feito na identificação de fatores que determinam a intenção de adotar tecnologias móveis de saúde pelos consumidores. Após uma extensiva análise de investigações anteriores, a presente tese adota a Teoria Unificada de Aceitação e Uso de Tecnologia, estendendo o modelo referido para incluir determinantes de utilidade negativa que possam impedir a adoção de tecnologias móveis de saúde pelos consumidores. O presente estudo concentra-se no mercado alemão e consequentemente, os dados recolhidos por meio de um questionário online dizem respeito a um total de 289 consumidores alemães. Os resultados obtidos através de uma analise PLS-SEM indicam que autoeficácia antecede expectativa de esforço, e que expectativa de desempenho, influência social, condições de facilitação e receio de monitorização são fatores determinantes na intenção de adotar tecnologias móveis relacionadas à saúde por parte dos consumidores. O presente estudo contribui desta forma para a atual investigação da aceitação de tecnologias moveis relacionadas com a saúde por parte de utilizadores no continente Europeu. Os resultados apresentados pretendem ainda constituir uma fonte de informação útil para gestores, profissionais de marketing ou criadores de tecnologias moveis ligadas à saúde, para que possam compreender melhor os fatores mais relevantes na aceitação destas aplicações por parte dos consumidores. Conclui-se que as características utilitárias das aplicações em questão devem ser realçadas, alinhando a sua promoção aos segmentos de mercado adequados e promovendo uma receção positiva pelos consumidores, o que conduzirá a uma maior aceitação de intenção de adotar tecnologias moveis ligadas a saúde.
    2017-07-28Master thesis Open access Show more
  • The implementation of stakeholder engagement and its impact on CSR : the case of Deloitte
    Publication . Le, Anna Van Anh; Léglise, Laura
    Purpose: The research pursues to understand how stakeholder engagement is implemented and how it impacts an organization’s corporate social responsibility. Methodology: The study applies a qualitative, explorative and partially grounded-theory method. Primary and secondary data is applied in form of archival data, industry reports, and a single-case study that entails twelve interviews taken place on a personal, telephone and Skype basis. The researched firm is Deloitte, the largest private provider for professional services in the management-consulting industry. Findings: The research delineates seven phases that are approached to implement stakeholder engagement. Hereby, insights into their impact on CSR are explored. Based on the data collection, the outcomes and challenges of stakeholder engagement are elaborated. Research implications: Based on the AA1000SES standard a revised framework was created for managerial practitioners. Thus, an improved and simplified concept is described, which ultimately guides a firm to realize its CSR activities. Further, it explores weaknesses of the realization process, and which type of CSR leadership is used in the management-consulting industry. Practical implications: In order to increase the effectiveness of the stakeholder engagement procedure, the research provides solutions to overcome the explored weaknesses.
    2017-07-28Master thesis Restricted access Show more
  • Unveiling the critical factors of disruptive technologies development : a case study with Deloitte Digital and technological start-ups
    Publication . Santos, Renata Sofia Pardal dos; Verona, Gianmario; Miranda, Catarina Alexandre Nunes Runa
    Innovation, entrepreneurship and technology are enablers for the new path of growth towards the Information Era. Because of this, it is imperative to master the dynamics of creating, developing and scaling ventures. This master thesis aims to deepen the knowledge on start-up development. In order to analyze each of the six development stages, we will focus on the critical factors throughout the process as well as major challenges and strategies to accelerate start-up development. To explore these topics, an exploratory case study was conducted with interviews to 14 technological start-ups included in a two month accelerator organized by Deloitte Digital Portugal and Beta-i. The results demonstrate (i) the accelerator had a positive impact on start-up development, (ii) client feedback and interaction was considered a critical factor throughout all stages, (iii) the biggest challenges of recruiting the right people and having a good network to access the market can be surpassed by adopting a set of proposed strategies. The merge of these findings and current literature allowed the design of a framework with a set of key activities and good practices that should be taken by ventures to ensure the accomplishment of their visionary goals.
    2017-07-28Master thesis Restricted access Show more
  • A publicidade online das novas tecnologias nos media sociais : o caso Huawei
    Publication . Gonçalves, Pedro Miguel de Almeida; Andrade Júnior, José Gabriel de Oliveira
    Este relatório de estágio (RE) aborda uma série de temáticas que se revelam centrais à análise da publicidade no campo da Internet, mais especificamente na área das Redes Sociais. Assim sendo, este relatório irá proporcionar uma reflexão por toda a evolução dos dispositivos móveis, acompanhado por uma componente teórica que pretende envolver o leitor no âmbito da sociedade contemporânea. Procura ainda sensibilizar para as questões da publicidade e sua evolução, conduzindo ao conceito de publicidade online, presente em praticamente todo este universo, bastando apenas ter uma ligação à Internet. O RE revela também as tarefas de um gestor de Redes Sociais, com o intuito de clarificar toda a evolução que levou à criação desta profissão e ainda quais são as suas competências e objectivos que deve atingir diariamente. Como tópico final, ainda antes da conclusão, está à disposição uma análise ao perfil do utilizador das redes sociais e também algumas publicações que serviram de base para o desenvolvimento deste RE. Por último, conclui-se que a revolução das comunicações transferiu o poder dos media e das marcas para os consumidores. Com efeito, para que as marcas consigam cativar o público desejado, terão de comunicar algo que seja relevante e que assuma um significado para o destinatário, como acontece na Huawei. Desta forma, recorrendo ao marketing digital, é possível conjugar a difusão da informação com a participação dos utilizadores de redes sociais, através de uma comunicação directa.
    2017-07-28Master thesis Restricted access Show more
  • What CSR activities influence organizational commitment? : the case of Novartis
    Publication . Löffler, Konstantin Jonas; Léglise, Laure
    An increasing number of studies have researched the multiple dimensions of corporate social responsibility (CSR) in today’s literature (Vlachos et al. 2013). However, only few scholars have focused on how it is affecting a firm’s workforce (Turker 2009; Aguilera et al. 2007). This master thesis seeks to investigate the influence of a company’s CSR activities on the organizational commitment of its employees. To answer the underlying research question a qualitative approach was undertaken, in form of a single case study. The company studied is Novartis Pharma AG a multinational corporation within the pharmaceutical industry. Findings of the master thesis reveal the most relevant CSR activities of Novartis that influence the organizational commitment and additionally show that they have a positive impact on their associates’ commitment. These CSR activities are the company’s values & behaviours, measures for increased work life balance, skill and career development, the Novartis social businesses and corporate volunteering opportunities. Furthermore, several managerial challenges regarding these activities are revealed. Among those were a missing process to evaluate and track the total impact of the corporate volunteering platform and improvements regarding the company’s skill development program. Implications for future research include; the use of the found variables within a broad quantitative study to underline their importance via statistical significance, and to explore their relative weight in the decision making process of staying or leaving a company.
    2017-07-28Master thesis Restricted access Show more
  • Employer branding como mecanismo de atração e retenção de talento : o caso da Michael Page
    Publication . Santos, João Nuno Pinto dos; Tavares, Marisa Fernanda Figueiredo
    Atualmente as empresas precisam de atrair e reter os melhores colaboradores para ganhar vantagem competitiva no mercado. O Employer Branding surge suportado na literatura como prática que potencia a atração e retenção do melhor talento. Este trabalho explora as práticas de Employer Branding utilizadas pela empresa Michael Page relativamente à atração e retenção de colaboradores e qual o seu efeito. A análise critica das práticas e a confrontação com o turnover e a taxa retenção de colaboradores permite concluir que a construção de uma marca forte influencia o fluxo de potenciais candidatos ainda que muitos sejam desajustados às necessidades da empresa. As políticas de recursos humanos, centradas no desenvolvimento e progressão dos colaboradores favorecem a retenção dos melhores colaboradores. Este trabalho permite uma melhor compreensão do conceito numa abordagem holística em contexto real, e entender o efeito de utilização desta prática.
    2017-07-28Master thesis Open access Show more
  • Internationalization of welfare stimulating start-up accelerators
    Publication . Coppitters, Hendrik Jozef Brigitte Odile; Léglise, Laure
    The goal of this thesis is to fill the gap in the literature regarding the internationalization processes used by welfare stimulators, a type of start-up accelerators that have as objective to drive the growth of a regional or national start-up ecosystem. More specifically, we look at how their local mission can be reconciled with their international dimension. To answer the research question, we used the case-study method applied on one Portuguese and one Finnish welfare stimulator. Interviews were the key technique to collect primary data, and internal and external documentation provided secondary data. We concluded that both welfare stimulators use internationalization to better fulfil their mission. Both companies use insourcing as a market entry mode, as this mode allows them to reach an international dimension without compromising on their local mission.
    2017-07-28Master thesis Open access Show more
  • The influence of CSR on employer attractiveness and application for the millennial generation : a case study on BMW
    Publication . Nottensteiner, Lisa; Mendonça, Bianca Soraya Soares Vilhena de
    The car industry has suffered from severe scandals in the past decade. The most recent and striking scandal was the Volkswagen emissions affair in 2015, that resulted in reputational damages for the entire industry. Ensuing consequences are manifold, but potentially most detrimental in the area of employee attraction, as firms operating in high-competitive environments face an increasing challenge of acquiring a sufficient number of talented employees. CSR can provide a competitive advantage in corporate reputation and employee attractiveness, as millennials, the current generation entering the workforce, are ever more socially and environmentally conscious. This thesis aims at understanding how CSR can influence the application process and employer decision of millennials, investigated by the case of BMW, one of the foremost CSR-conscious companies in the car industry. Findings based on an extensive empirical analysis of students about to enter the workforce suggest that CSR has a significant effect on employer attractiveness and likelihood of application. However, BMW focuses only on promoting its internal CSR strategies and should therefore adapt its communication content to potential employees in order to attract millennials and further guarantee their competitive advantage within the industry.
    2017-07-28Master thesis Restricted access Show more