Browsing by Issue Date, starting with "2018-03-16"
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- Development of a market entry and marketing strategy for Germany : internationalization of the portuguese swimwear startup Turquesa BeachPublication . Schwäble, Moritz Christoph; Lino, Rute Sofia Barbosa XavierTurquesa Beach an early startup for premium children swimwear wants to expand internationally to Germany. It sought the help from the master consulting project to analyze the swimwear market, assess the costs of entering, find the right marketing and entry strategy. The literature review analyzed the current state of the academic world on internationalization of new ventures and how networks affect the internationalization process. This is followed by current findings of researchers on digital marketing and the best practices. The analysis part characterizes the German swimwear market, compares different entry and marketing strategies. Based on the findings and the assessment of the firm, recommendations were drawn on how Turquesa Beach should proceed with its internationalization to Germany.
- Stock market reaction to corporate political activity : when companies confront the governmentPublication . Pierz, Anna Mariola; Aranda Gutierrez, Ana MilenaThe purpose of this study is to investigate the market reaction to Corporate Political Activity (CPA) using an event study methodology to determine the impact of a specific event on firm’s abnormal stock returns. The sample consists of The Standard & Poor's 500 Index, US-based companies which signed the declaration We are still in, to express their disagreement with the government’s decision to pull the United States of America out of the Paris Agreement, announced on 01.06.2017. Daily stock return data is used in order to calculate the Cumulative Average Abnormal Return (CAAR) and Cumulative Abnormal Return (CAR) for the event window [0,1], including the day of the event and the following day. The main results indicate that there is no market reaction to the studied event. Furthermore, the study presents the results of Hierarchical Multiple Regression models used to investigate the relation between CARs and firm-related factors such as size, reputation, industry regulation and previous engagement in CPA. It was proven that none of these aspects has a significant influence on the studied market reaction.
- Relatório da prática profissional e projeto de intervenção : aplicação de jogo didático musical na disciplina de formação musicalPublication . Frias, Elisabete Valente Murcela; Silva, Nuno Luís Caçote daO presente relatório está dividido em duas partes: Relatório da Prática Profissional e Projeto de Intervenção Pedagógica. A primeira parte pretende relatar as aprendizagens por mim efetuadas enquanto docente das áreas de Formação Musical e Ciências Musicais no ano letivo de 2016/2017. Tanto a Prática Profissional como o Projeto de Intervenção Pedagógica foram realizados no Conservatório de Música do Choral Phydellius, envolvendo duas turmas, uma de segundo grau de Formação Musical e outra de terceiro ano de História e Cultura das Artes, sendo que o Projeto foi desenvolvido apenas com alunos de Formação Musical do referido grau. Com a Prática Profissional pretendeu-se pôr em prática ferramentas de prática pedagógica adquiridas no ano transato e desenvolver a capacidade de planificar aulas de acordo com as novas estratégias de ensino, aprofundando os meus conhecimentos sobre pedagogia musical. Para a sua concretização visou-se proporcionar vivências ricas e diversificadas aos alunos, promovendo a partilha de ideias e o envolvimento social, reforçando os valores do projeto educativo da escola e promovendo estratégias diversificadas de modo a facilitar a aquisição/consolidação dos conteúdos das disciplinas. O Projeto de Intervenção Pedagógica incidiu sobre a criação e implementação em contexto de sala de aula de um jogo de tabuleiro didático musical, intitulado Musicland. O jogo foi implementado com o objetivo de auxiliar a aquisição/ consolidação de conteúdos programáticos da disciplina de Formação Musical e conhecer a opinião dos alunos relativamente às suas perceções das atividades realizadas. Os resultados obtidos através da implementação do jogo revelam que tiveram repercussões positivas significativas na aquisição/consolidação de conteúdos da disciplina, tendo o mesmo contribuído para uma estratégia complementar e promotora de motivação na disciplina de Formação Musical.
- Investor reactions to changes in the composition of presidential councilsPublication . Naser, Lena Maria; Aranda Gutierrez, Ana MilenaLogo após ter estabelecido dois conselhos presidenciais, o presidente dos Estados Unidos Donald Trump anunciou a destituição daqueles em agosto de 2017, na sequência de declarações públicas e renúncias de vários membros dos conselhos. Com base no estudo do mercado financeiro, as reações dos investidores a estes acontecimentos foram analisadas. No entanto, os resultados apresentados na presente tese demonstram que as reações dos investidores aos eventos não foram significativas. A principal descoberta neste estudo é o facto de as reações por parte dos investidores não terem sido significativamente afetadas pelas declarações públicas, renúncias e destituições dos conselhos presidenciais, não se verificando efeitos de mudança no desempenho das empresas após a destituição dos conselhos presidenciais.
- Market reaction to financial wrongdoings by alliance partnersPublication . Dias, Guilherme Manuel Antunes Brás Barata; Aranda Gutierrez, Ana MilenaIf an organization is caught in a financial scandal, it receives damaging and harmful penalties from external investors. Surprisingly, there is little empirical evidence on how the market responds to alliance members that may engage in Corporate Social Responsibility, in the aftermath of a financial statement fraud. Hence, the following research seeks to understand the effects of Corporate Social Responsibility activities on focal and partner firms’ market returns, by moderating the financial scandals that occurred in the U.S., particularly in the beginning of the current century. It uses a list of 130 publicly traded American alliances covering a five-year time span (2002-2006). I propose that, in an alliance context, the market reacts more negatively to focal firms perceived as good actors and thus involved in Corporate Social Responsabilty in comparison to firms that are less socially active, after the focal firm’s financial wrongdoing. In addition, by computing the cumulative average abnormal returns, the results also suggest that, within a three-day, five-day, and seven-day event window surrounding the event, focal firms present, on average, negative and decreasing cumulative abnormal returns.
- Rocket internet case studyPublication . Fröhlich, Jan; Aranda Gutierrez, Ana Milena
- The impact of sources of credibility on purchase intentions of different beauty product : mediator effect of perceived qualityPublication . Pereira, Ana Rita Monteiro Teixeira Cordeiro; Romeiro, Paulo Alexandre Mendes RamosBeauty in a very difficult concept to measure and the beauty industry used this to its advantage. In the never-ending search for beauty it is crucial for brand to understand which is the best way to speak to the consumers and which is the most efficient way to make sure the message in being delivered to the consumer. The aim of this research is to find out what is the best character to use in and advert for both a new and an established product. Through an online pre-test and survey, the author aggregated enough information to study the relation between the variables. The respondents were exposed to two different ads. The first containing only the product, a moisturizing cream. The second advert contained the face of an influencer representing a source of credibility. There were two products being teste. A new one, H20 and an established one NIVEA. There were also three sources of credibility being tested: attractiveness, expertise and trustworthiness. The data analysis was performed through independent t-test and thought the operation of PROCESS. Opposing to what is expected and was mentioned in the literature, attractiveness did not have an impact to what respects the established product. Additionally, and surprisingly, all the influencers have an impact in the purchase intentions of the new product but never on the established Simplifying, for the Portuguese market, influencer have a higher impact in new products.
- How communicating sustainable packaging impacts the consumer’s purchase intentionPublication . Brouwers, Teresa; Romeiro, Paulo Alexandre Mendes RamosConsumers are more and more concerned about environmental and social issues and thus increasingly ask for products with sustainable product attributes. Around one third of the consumers already base their purchase decision on a brand’s social and environmental-friendly efforts. Since green marketing efforts have a bad image among consumers though, marketers face a conflict when it comes to communicating their sustainable product attributes. This study aims at identifying which factors and which communication style (emotional vs. informative) impact the consumer’s purchase intention for products that communicate sustainable packaging – a product attribute that addresses the consumer’s major environmental concern namely waste. In the context of an exploratory study, a cross-sectional survey was conducted that exposed respondents to a product picture of washing-up liquid communicating sustainable packaging either in an emotional or in an informative way or to a control stimulus. The stimuli were created based on a pre-study inspired by the Delphi technique which aimed at finding a consensus between the respondents according their perceptions about the degree of emotions of existing sustainable packaging claims. Findings indicate that communicating sustainable packaging in an emotional or an informative way makes no difference for the consumer’s purchase intention. Overall, the impact of communicating sustainable packaging on the purchase intention is mediated by the consumer’s added value for sustainable packaging and has different effects depending on the consumer’s pro-environmental attitude.
- The impact of life stages on Millennials’ Channel preferences in bankingPublication . Santos, Mariana Leão Neves Ribeiro dos; Lino, Rute Sofia Barbosa XavierThe growing number of communication channels through which customers can interact with their banks and the emergence of a new competitive environment in the banking sector have made it imperative for managers to understand what drives customers to prefer certain channels instead of others. The purpose of this dissertation is to analyse if Millennials in different life stages show different channel preferences, in banking. Furthermore, it looks at how customer (age, desire for social relationships, desire for privacy and loyalty), channel (perceived convenience, perceived risk and channel knowledge) and organizational (image, size and longevity) characteristics affect those preferences. While these characteristics have been addressed by other authors, the impact of life stages on channels preferences is still unclear. Based on data gathered from 309 individuals through an online survey, overall results support that the preferences for communication channels in banking are driven by customer, channel and organizational characteristics. Additionally, results from this investigation reveal that Millennials in different life stages indeed show different preferences for communication channels. Particularly, individuals in early stages show a preference for Mobile-App and SMS; individuals in later stages within the millennial cohort tend to prefer Phone call and Branch; the preference for E-mail is relatively high across all life stages and the preference for Social Media and ATM is relatively low across all life stages. This paper aims at providing a tool for marketers to implement more efficient communication strategies in attracting and retaining customers.
- O Pequeno Caminho de Teresa de Lisieux como via de acesso à misericórdia de DeusPublication . Pereira, André Michael Almeida; Messias, Teresa de Jesus Rodrigues Marques de SousaA presente dissertação realizada, maioritariamente, a partir dos escritos de Santa Teresa do Menino Jesus e da Santa Face, tem como principal objetivo mostrar como é que através do Pequeno Caminho a carmelita de Lisieux alcançou a Misericórdia de Deus. Nascida numa família tradicionalmente cristã de Alençon, Teresinha aprende desde pequena a dar o respetivo lugar a Deus na sua vida. Por isso, ao longo do seu peregrinar existencial consegue chegar a Deus e descobrir quem é o Homem. Deus é Misericórdia e o Homem é aquele para quem Deus olha com misericórdia, e que sentindo-se amado torna-se instrumento de misericórdia para com o próximo. O seu itinerário espiritual é resultado da sua relação com Deus e em Deus. Porque a carmelita francesa do século XIX tem em vista o Céu, a salvação da sua alma e de todas as almas é grande o zelo que demonstra, através da oração, pela conversão dos pecadores. O desejo pelo outro é evidente em Teresa de Lisieux. Um desejo que está associado aos sentidos espirituais. Neste sentido, alcança os patamares da mística e oferece-se como Vítima de Holocausto ao Amor Misericordioso de Deus.