Browsing by Issue Date, starting with "2018-03-07"
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- Changing from plastic to ecologically-designed bottles : the impact on brand valuationsPublication . Ataíde, Maria Tomaz da Costa de Novaes e; Colaço, Vera Maria Portela Herédia Lancastre FreitasThe present dissertation studies consumers’ valuations concerning the change of plastic bottles to ecologically-designed bottles by brands. An experimental study was conducted to investigate if the different levels of brand familiarity (low vs. high) and engagement with social issues impact consumers’ willingness to pay (WTP), likelihood of purchase and consumer perceived ethicality (CPE), for the two types of bottles. Results show that consumers’ brand valuations are higher when the eco-bottle is presented, showing that there is more willingness to pay and likelihood of purchase this type of bottle. Indeed, consumers’ level of ethicality perception with a brand is also increased when a brand changes from plastic to ecologically-designed bottles. Interestingly, this effect is mostly observed for low familiar brands even when consumers have low levels of engagement with social issues.
- Does “The Lean Startup” increase startups’ chances of success in Lisbon? : introduction to a “Leanness” scalePublication . Caldeira, Martim Lino da Cruz; Faria, António Francisco Lucena Ferreira deWhen following “The Lean Startup” (TLS) methodology, described by Eric Ries, startups are expected to have higher chances of success than conventional startups. The following study is the first attempt to empirically assess TLS approach macroscopic impact on startups’ death rates in the Lisbon’s ecosystem. A survey with validated “leanness” measuring scale, was used to classify startups. A local startup database, built using mainly online resources, diffused the survey through out Lisbon’s established startups. In addition, several semi-structured interviews were held with local entrepreneurship experts to complement quantitative findings. Lisbon’s “Lean” startups’ death rates were compared against “non-Lean” startups. No meaningful correlation between TLS usage and lower startups’ death rates were found. Additionally, studying TLS methodology adoption rates in Lisbon was not possible due to sample size limitations. Furthermore, no connection between increased investor’s confidence towards “Lean” investment opportunities was qualitatively found, neither have experts stood behind standardized metrics to monitor startups’ progress. Startups’ information is scattered and outdated, rendering research challenging and time-consuming. Startups struggle to standout from small businesses also riding the entrepreneurial hype, forming a foggy entrepreneurial hotspot. A startup certification process would be invaluable to highlight, accurately entitle fiscal benefits, increase investors’ exposure and monitor real startups’ progress. The developed “Leanness” scale could also be used to measure how much startups actually follow TLS methodology. Further groundwork is still needed to set the first research foundations on the subject in Lisbon.
- How can a subsidiary pursue a glocal strategy contributing to the success of the MNC global strategy?Publication . Costa, Tiago Fernandes da; Leglise, LaureThe purpose of this thesis is to contribute to the literature around the concept of “glocalization” in order to support multinational companies (MNCs) pursuing corporate growth. We aim to fulfill the gap on its literature by providing new insights about key success factors to implement a glocal strategy. The research also considers the evolution of MNCs’ strategies during the last decades and how they have been shaped according to market constraints. Additionally, it will be used the case of Unilever Jerónimo Martins and its brand Olá, both represented in Portugal, as an example of glocalization. Unilever as a whole has been empowering practices of adapting products to the regional characteristics and preferences in order to preserve the uniqueness of each countrie. Therefore, this thesis aims to testify the potential of using this approach as a solution to adapt locally, achieving higher levels of organizational performance and a better fit between firm’s value proposition and customers’ needs. The findings show that glocalization is an effective strategy for MNCs to follow global aspirations, but always considering the local reality. The local strategy execution, market activation and production capacity are key factors that may be determinant for the success of the glocal strategy. Additionally, knowledge of the local subsidiary about consumers preferences and market dynamics empowers the success of glocalization
- The influence of foreign stakeholders on the internationalization strategy of a born global in the health sectorPublication . Guerra, Sofia Telles Antunes dos Santos; Leglise, LaureThe goal of this dissertation thesis is to fill in the gap in the literature regarding the influence of foreign stakeholders in the definition of the internationalization strategy for the health market, more specifically how they influence the definition of the internationalization strategy of a born global company. In order to answer the research question proposed we used qualitative research, specifically a case study approach. After presenting the relevant literature regarding this topic we collected primary and secondary data through interviews and archived internal and external documentation. Through the analyses of the information collected and based upon the theoretical literature, we can conclude that the government is the major stakeholder influencer with regards to the definition of the internationalization strategy of a born global in the health market.
- The devil wears Prada : counterfeit in luxury goodsPublication . Fernandes, Rita Abrantes Leite Rodrigues; Braga, João Pedro Niza JacintoAll over the world, the market of luxury products has been significantly increasing. Following an almost parallel trend, the grey market of counterfeit luxury goods, has also been exponentially growing. To fight against this tendency, and to avoid losing a relevant part of their business, luxury brands need to develop new strategies. Such strategies can be directed not to fight the black market itself, but to better understand consumers’ perception of luxury items and try to change consumer perception about counterfeit goods. To try to understand consumers’ perception and to see their reaction to a threat, this thesis compiled a comprehensive online survey, where participants faced several scenarios with luxury and counterfeit goods. Besides, in half of the scenarios, participants were exposed to a self-threat. The results showed that threatened consumers tend to better accept counterfeit in luxury goods while increasing their sense of fashionable to protect their identity. However, when they were threatened their likelihood to purchase luxury perfumes surprisingly decreased. Consumers’ age influenced the likelihood to purchase a counterfeit luxury perfume in the same way as current occupation and monthly income influenced the likelihood to purchase a counterfeit luxury handbag. The results also showed that consumers that relate a high value-expressive function to genuine luxury goods, have more sensitive moral beliefs from other people buying counterfeit luxury goods. It was also concluded that consumers’ are willing to pay more for some product that may restore their self-image previously threatened.
- A comunicação digital numa Entidade de Ensino : estudo de caso do Instituto de Letras e Ciências Humanas da Universidade do MinhoPublication . Ramos, Filipe Paredes; Andrade Júnior, José Gabriel de OliveiraEm plena época digital, as redes sociais digitais adquirem um poder de divulgação que as torna indispensáveis para qualquer serviço ou organização. Estas redes deixam de ser apenas de uso social e começam a ser ferramentas essenciais para qualquer profissional na área da comunicação. A comunicação começa a ter mais importância nas organizações e é vista como uma ferramenta essencial para o sucesso interno e externo de qualquer organização. No entanto, é uma área que não é aproveitada no seu completo potencial, sendo que ainda não é dada a devida autonomia e responsabilidade ao profissional de comunicação. Após a realização de um estágio curricular, de três meses, no Instituto de Letras e Ciências Humanas, da Universidade do Minho, o presente relatório de estágio tem como objetivo perceber de que forma a implementação de um plano comunicacional digital contribui para a melhoria comunicacional interna e externa. Com o intuito de alcançar o objetivo deste relatório de estágio é necessário analisar e compreender alguns conceitos da área da comunicação, descrever e analisar as tarefas realizadas no local de estágio e perceber de que forma a implementação de estratégias de comunicação afetou a comunicação interna e externa do Instituto de Letras e Ciências Humanas.
- The Sleeping Giant : RWE and the winds of changePublication . Voges, Mark Tassilo; Barreto, Ilídio TeotónioThe concept of Dynamic Capabilities complements the Resource-based Theory by incorporating key determinants of competitive advantages in rapidly changing environments. In an attempt to contribute to the process of validating the practical relevance of dynamic capabilities, this dissertation discusses the real-world case of RWE. Over the last century, the German energy giant underwent a success story, which was largely based on the use of brown coal. However, when Germany proceeded with its Energiewende, one of the most ambitious green energy transition projects in the world, RWE repeatedly underestimated the regulatory effects and the potential of renewable energies. This case illuminates how RWE’s lack of dynamic capabilities resulted in the company’s sharp decline and eventually led to its split-up.
- Capuchinhos vermelhos... de raiva: iniquidade nas organizaçõesPublication . Rego, Arménio; Cunha, Miguel Pina e
- Give me a break : how psychological distance affects consumers’ expected experience of a break during a positive experience?Publication . Almeida, Sara Bolito dos Santos; Braga, João Pedro Niza JacintoPrevious research about the effect of breaks during a positive experience has shown that consumer experience might be improved. However, a number of studies have also shown that consumers prefer no interruptions during positive activities. This results in incorrect predictions on consumers’ optimal experience. This thesis aims to find a way of lessening the weight consumers attribute to breaks on positive experience. Manipulating one of the dimensions of psychological distance we will try to understand its impact on consumers’ perceptions and willingness to experience a situation when introducing the variable break. The present study manipulates psychological distance, which has been shown to be associated to abstraction such that distant events generate high-level construal. It was hypothesize that imagining events in a distant future (under high levels of construal), the break would have a smaller impact on the expected pleasure of the experience. In an online study, answered by 170 consumers, break presence and temporal distance were manipulated. The study measured consumers’ willingness to engage in an experience, expected levels of pleasure during an experience and willingness to pay. The results show that, although important, temporal distance is not a dominant decision variable, as different levels of this variable have practically the same effect on consumers’ preferences. On the other hand, we conclude that consumers are break sensitive whether they expecting or not a presence of break on their positive experience. Finally, we perceived heterogeneous and neutral participants’ perceptions and a strong participation bias.
- The growing tendency of selling luxury goods in online platforms, and strategies that luxury houses can implementPublication . Freitas, Ricardo Ramalho; Braga, João Pedro Niza JacintoResearchers state that luxury houses should only use online platforms to communicate with consumers and never to sell products, because, in order to be successful in selling the product, one should be able to replicate the hedonic experience through the web (Kapferer & Bastien, 2009). However, there has been a growing tendency of selling luxury products through their websites and mobile applications (Deloitte, 2017). Thus, this dissertation looks to explore and test consumers’ associations while purchasing online, and whether this applies or not into luxury products, hypothesizing if there are strategies that can be implemented to improve it. To investigate the subject, it was conducted a study, where it was tested the already suggested tendency of consumers to look for more utilitarian products, while purchasing online, and if it extends to the luxury industry. Moreover, it was assessed if psychological distance, through temporal distance, could be a factor that influences consumers’ behaviour in purchasing luxury goods online. This study evaluated participants’ decisions between utilitarian and hedonic descriptions, regarding luxury products, both in online and offline platforms; and also assessing the participants’ attitudes towards utilitarian and hedonic dimensions of a product. Results suggest that the previously mentioned tendency can be extended to luxury products. However, it was not clear that temporal distance constituted a good manipulation, once it only presented significant differences in the way participants evaluated the utilitarian dimensions of product characteristics, when going from low to high temporal distance. The fact that consumers’ behaviour can be justified, not-only but also, by the nature of the product (if it is utilitarian or hedonic) constitutes a main insight to take from this dissertation. Also, the fact that psychological distance can be a relevant manipulation for creating strategies to improve one’s performance in online platforms, originates a series of new possible researches that can be conducted in the future.