Browsing by Issue Date, starting with "2018-03-08"
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- The effect of marketing messages on changing behaviour disordersPublication . Pinto, Mafalda Nogueira Silvério Salvador; Vale, Rita Miguel Ramos Dias Coelho doBehaviour disorders such as over-eating and smoking have been a constant debate in many societies throughout the years, being prejudicial not only for the individuals’ health but also resulting in heavy burdens on the society. Consequently, regulators and public authorities have been trying to implement warning messages that can guide consumers to stop embracing such behaviour disorders. Hence, the main purpose is to understand how public regulators can more effectively use different messages’ framing to address different behaviour scenarios, which ultimately will decrease the effect these disorders have on society. Additionally, there is also the goal to understand if there are any differences between consumers’ characteristics, as low and high self-regulated consumers, understanding which message frame is more effective among both types. With these objectives in mind, six in-depth interviews and an online experimental study was used to reach insightful results. The main conclusions taken from the present study indicate that smoking disorder is considered as an addictive behaviour, and that a loss-framed message would work best on prevention warnings and a gain-framed message in medical detection warnings. Furthermore, high self-regulated smokers tend to be less influenced by these warnings, due to their intrinsic self-control. Smokers knowingly keep smoking, not being motivated to quit, preferring to endure in medical examinations to monitor health. Contrarily, overweight consumers do not consider over-eating as an addictive behaviour, believing to be able to lose the excess weight at any time. Hence, framing conditions do not influence their behaviour like in the smoking disorder.
- The role that sound spatialization plays in improving performance in an interactive installation : study of the correlation between gesture and localization of sound sources in spacePublication . Franco, Diogo Leichsenring; Barbosa, Álvaro Manuel MendesThe main objective of this research work is to study the correlation between gesture and localization of sound sources in space within the framework of interactive installations, based on theories of hearing and gesture. We have therefore chosen the experimental method by developing an interactive installation with which we carry out three different experiments, in which a subject’s hand is tracked by a Microsoft Kinect depth camera (motion capture) and a deictic gesture is used to trigger recorded music sounds and identify their localization in the horizontal plane. Thus, we manipulate the direction of sound and we measure the percentage of correct perceptual sound source localizations resulting from the participant’s responses in an Inquiry Mode Questionnaire in comparison with the actual directions of the gesture and perceptual sound sources provided by software. Descriptive and inferential statistics is applied to the collected data. The main results show that it is easier to define the origin of sound and that auditory perception is more accurate when its incidence is frontal in the horizontal plane, just as sound source localization theory predicts. Whereas 86.1% of all volunteers consider that their gesture coincides with the origin of sound in experiment 1, in which the use of their gesture in a certain direction produces a sound from that direction, only 58.1% admit the same in experiment 3, in which the same gesture is used to identify the system-predetermined localization of a perceptual sound source in an angle of 260o around a subject. At least 55.9% of all participants do not perceive that their gesture cannot coincide with the origin of sound in experiment 2, since sound is produced from the opposite surround direction, which seems to demonstrate that, when sounds are produced frontally or from the back and a person has the task of controlling their motion with a deictic gesture at the same time, his or her ability to identify the origin of sound generally diminishes, in addition to the already well-known reduced ability to identify it when it is in the median plane, if the head is not rotated. We therefore conclude that there is a relatively high correlation between gesture and localization of sound sources in space, but this is not as perfect as it could be owing to the limitations of the human auditory system and to the natural dependence of head movement on gesture.
- AMI Alimenta : how to reach more consumers? : consumer’s perceptions and brand awarenessPublication . Caldeira, Rita Serrano; Vale, Rita Miguel Ramos Dias Coelho doThis dissertation focuses on AMI’s new brand, AMI Alimenta, which was created to provide good quality consumer goods to the public and, at the same time, finance AMI social projects. AMI Alimenta is currently facing some challenging times, in terms of branding, brand awareness, the best communication strategy to implement as well as understanding if the offline market sale is the best place to sell the products. To analyse these challenges, a study was conducted with a pool of 434 enquiries. From the study it is possible to state that the majority of participants did not know the brand AMI Alimenta which highlights one of the main brand challenges. If consumers are not aware of the brand they cannot have an opinion about it nor will they give the added value to the product to facilitate the purchase. The importance of having more information about the project and the results it generates, is a factor consumers will strongly consider when buying the products. Results suggest that AMI should change its current communication strategy, to a more personalized one, specifically in supermarkets with information about the products and the projects that they will help fund. AMI should as well join the online market with specific baskets campaigns since participants would be willing to pay more.
- When should tech startups pivot? : determining factors leading to a pivotPublication . Atalaya, Luís Carlos de Magalhães Abreu; Costa, Cláudia Isabel de SousaRecent years have seen the field of entrepreneurship gaining a lot of traction. However, despite very insightful learning over the past decades, the entrepreneurial process continues riddled with uncertainty and new ventures still have staggering failure rates. In the interest of understanding the complex mechanism of entrepreneurship, we examine a specific component that is often overlooked – the Pivot. A pivot is broadly defined as shift in the business model strategy. Although the concept has been recently popularized by the work of best-selling authors such as Eric Ries, there is a lack of actual empirical research on the subject, particularly, in the technological field, in which both the level of uncertainty and growth opportunities are greatly amplified. This study focuses on understanding the impact a pivot has on technological startups, and factors that lead to a pivot. Drawing heavily from the work of Comberg et al., we employ a mixed methodology by analysing five pivot case studies, along with survey data. Results confirm the overall positive impact of a pivot on a startup’s development and identify five influential factors leading to the decision to pivot – Founders’ Role; Cash and Financing; Sustainability; Market Conditions; and Business Financials – while disproving the importance of New Technology. Implications for theory and practice are then discussed.
- NY Sliders : sliding down to failure?Publication . Almeida, José Miguel Vigário Salgueiro de; Guedes, Nuno Manuel de MagalhãesNY Sliders is a Portuguese fast-food chain, known for having offered a redefined version of a typical American hamburger concept. It started its operations in 2013 at Mercado do Bom Sucesso in Porto. In the beginning of 2015, the founding partners believed that time was the right to implement an expansion strategy and opened four new stores. This led NY Sliders to a new phase and a complex environment for its survival. The NY Slider’s case study aims to present a broad view of the company, the Portuguese fast-food market and the company expansion steps. Relevant subjects are addressed on the literature review, such as Supply chain and Supply Chain Management, Branding, Brands, Brand Equity, the Effect of Service Quality and Food Quality, Costumers Satisfaction, Consumer Loyalty in Fast Food Chains, Franchising Systems, International Franchising and Competitive Advantage in Franchising Systems. The teaching note section includes an analysis of the case study and conclusions on the problems faced by the company while pursuing its strategy and recommendations are suggested regarding the company’s future. The main purpose of this dissertation is to analyze strategic decisions and real-life challenges that the company faced. This thesis is also a prospective analysis of what the next steps for the company should be regarding its expansion strategy.
- Analysis of the factors influencing the formation of entrepreneurial intention among senior individualsPublication . Shalunova, Tatiana; Costa, Cláudia Isabel de SousaThis study evaluates the influence of motivational factors among individuals over 50 years old on the formation of their entrepreneurial intention. A thorough analysis of the differences between male and female senior entrepreneurs and opportunity- and necessity-driven motive is important for a full understanding of older entrepreneurs. We analyzed data from the Global Entrepreneurship Monitor between 2009 and 2013 across EU countries. In light with the Theory of Planned Behavior the findings show that perceived behavior control factors have significant and positive effect on entrepreneurial intention, while subjective norms have no significant effect on senior entrepreneurs. The perception of behavioral control factors differs among the female and male as well as opportunity- and necessity-driven senior entrepreneurs. This suggests that policymakers and business advisory agencies should offer programs that incentivize senior entrepreneurs to seize business opportunities by overcoming the fear of failure and developing a belief in their own entrepreneurial capabilities.
- Sustainable entrepreneurship : does a sustainable value proposition increase consumers’ acceptance of a new service?Publication . Basch, Miguel Alves; Costa, Cláudia Isabel de SousaThe main purpose of this study is to verify whether the communication of sustainable attributes for a new service increases the likelihood of adoption and consumers’ service evaluation. The hypotheses formulated were tested by means of a survey where participants evaluated the service based on different messages (sustainable vs. functional attributes). The results showed no significant difference in the type of information displayed on the likelihood of adoption or the evaluation of the service. The fact of including sustainable attributes in the value proposition did not increase individuals’ preferences towards the service. I discuss these findings and propose directions for future research.
- Pingo Doce challenge : how to shift to a new positioning strategy without losing consumers’ loyalty?Publication . Marques, Maria Margarida Crespo Silva; Vale, Rita Miguel Ramos Dias Coelho doThis thesis was developed based on a real company, Pingo Doce, a 200 years old Portuguese retailer. The goal was to understand its current positioning in the market and how a different positioning strategy could beneficiate the firm. More specifically, it focused on comprehending the event that happened on the 1st of May 2012, when the company shifted from an Every Day Low Price strategy to a continuous promotional cycle. Since then, Pingo Doce is offering promotions to its consumers, immediate or delayed, but without extracting key information about its consumers which enables the company to build a strong customer’s data base and to tailor their offers. The purpose was to identify who Pingo Doce’s consumers are, what do they value and how the company could obtain relevant data about them to have a well-defined Customer Relationship Management (CRM) strategy. This strategy must be incorporated within the consumers’ needs in order to change the firm’s current price positioning to a more sustainable one in the long-term.
- A subjective poverty line for PortugalPublication . Lourenço, Sara Gonçalves; Gouveia, Miguel Rebordão de AlmeidaThe aim of this thesis is to estimate a subjective poverty line for Portugal, using data collected by the PEO – Painel de Estudos Online of the Catolica Lisbon School of Business and Economics in March and November 2016. The analysis is based on a log-log regression for stated income needs (answer to a minimum income question) using as explanatory variables net monthly income, number of adults, number of children, and including a vector of other demographic characteristics of the household. After several attempts to include other variables concerning demographic characteristics in the model, it was possible to conclude that the only significant variables to add to the model would be a set of geographic dummies depending on the area of location of the household: North, Centre, South and Islands. Finally, two regressions were run, one without any demographic characteristics and one including the location dummies. In both regressions the answer to the Minimum Income Question depends positively on Net Monthly Income, the number of adults and the number of children living in the household. Using the second model it is also possible to conclude that the answer to Minimum Income Question also depends on the location of the household, and that the answers are higher in the South than in any other region.
- Indie Campers : driving through expansionPublication . Ataíde, Madalena de Sousa; Guedes, Nuno Manuel de MagalhãesFounded in 2013 by two friends, Indie Campers was a start-up that was dedicated to the innovative concept of the camper van rental - vans transformed into "mini-homes" with bed, kitchen and shower. The vans had a young and adventurous look and were attractive for young people who wanted to travel with no constraints. Indie Campers offered the opportunity to explore, to get lost and to discover. Since the beginning, the company had experienced a fast growth, at an approximate rate of 300% yearly. Expected revenues for 2017 were 6.4 million euros. This growth was mainly due to its customer-oriented service: close and professional treatment; flexible schedules for pick-up and drop-off of vans; availability to pick-up and drop-off the van at different locations. However, in 2017 the scale of the company had reached a dimension that created a lot of challenges. While keeping the same systems to manage operations, in 5 years, Indie Campers grew from a fleet of 2 vans to a fleet of 413 vans, and from one depot in Portugal to 62 locations spread through 6 countries. During the high season of 2017, the depots with more demand had to pick up and deliver around 20 vans a day. The number of people working in depots was about the same as in 2015 and the service procedures that created success for Indie Campers made the task even more challenging. The staff's fatigue made it difficult to deliver an excellent service and to pay the attention customers expected. The operational problems that arise from fast growth are the main topic of this case study. Related themes are the company’s value proposition, productivity and customer and employee satisfaction. A Literature Review is presented in order to contextualize the topics addressed. Finally, a Teaching Note is developed, relating the Case Study and the Literature Review and providing a class plan and tools to analyse the different issues.