Browsing by Issue Date, starting with "2018-05-25"
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- The impact of the region of origin on the internationalization of winePublication . Ponte, Maria Carolina Saraiva Lamas de Oliveira da; Cardeal, Nuno César de Jesus GuerraThe purpose of this study is to understand the impact of wine region of origin on its internationalization. It approaches how wine regions with different reputations react when facing foreign markets. The focus is in two particular wine regions of Portugal, Lisboa with less reputation, and Douro with high reputation. After following a multiple case study approach and analyzing three wineries from these two regions, it was possible to reach some findings and conclusions. It was found that the main internationalization determinants, referred in literature review, are approached in two ways by both regions. Lisboa and Douro regions proceed with the same methods regarding the internationalization factors related directly with wine promotion. However, both regions present different positions and characteristics concerning internal characteristics of wineries, appearing not to be affected by these factors. Ultimately, it was concluded that despite Lisboa and Douro differences in internal features and reputation, they both proceed in general in the same way regarding internationalization. By analyzing the internationalization determinants in three case studies, it was possible to conclude that although their differences, regions with high and low reputation approach their presence abroad in the same way.
- The impact of acquisitions of small social enterprises by giant multinational corporations on the consumers' brand perception of the acquired firm : the case of Ben & Jerry'sPublication . Mei, Silas; Bicho, Marta Liliana NunesThis research examines the impact of acquisitions of small social enterprises by giant multinational corporations on the consumers' brand perception of the acquired firm. The purpose of this study is to understand how consumers' brand perception of a small social enterprise is affected when acquired by a giant multinational corporation, and to provide insights into why consumers' brand perception is affected or not. A qualitative study of the case Ben & Jerry's was conducted in the United States. Data were collected through interviews and analyzed using thematic analysis. Our study demonstrates that acquisitions of small social enterprises by giant multinational corporations may have a negative effect on the consumers' brand perception of the acquired firm. More specifically, we argue that this negative effect may be reflected in the way consumers perceive the brand of the social enterprise when acquired by a multinational corporation: as just one of many brands under the umbrella of the multinational corporation, as one that is going to lose its social commitment, as one that is going to lose its localness, and as one that has sold out. However, our findings suggest that pre-deal commitments may mitigate this effect. Finally, our findings suggest that this negative effect may be due to consumers' negative perception of multinational corporations. Our findings further suggest that this negative perception of multinational corporations might be explained not only by the distinctive nature of multinational corporations, but also by experiences consumers had with multinational corporations when it came to acquisitions in general.
- DIA : growth and innovation through acquisition strategyPublication . Góis, Cláudia Liliana Santos; Cardeal, Nuno César de Jesus GuerraThe main objective of this case study is to present the main points of the acquisition process of Schlecker stores in Portugal, to understand how it started, what were the key challenges that Dia Portugal faced - considering internal changes and external shocks - and what were the resources and capabilities needed to surpass them in order to sustain a competitive advantage. It is also important to highlight what kind of impact the acquisition had on company’s performance and on the Portuguese market. At last, students can apply several strategic frameworks to a real business situation. DIA is an international food distribution group with a network of discounts supermarkets and drugstores. In Portugal, it operates with the Minipreço and Clarel’s flag. With the economic crisis, DIA began to notice a gap in the Portuguese market regarding an offer with quality and economically accessible in the beauty category. Following its expansion strategy through the acquisition process, DIA decided to specialize in the Beauty & Personal Care segment to take advantage of two major opportunities: develop the category with the worst results in the market and, at the same time, rethink a new strategy of own brands. However, the process has shown several challenges at different organization’s levels.
- O Brasil e a tradição populista na América LatinaPublication . Souza, Lucas Lagatta de; Cruz, Manuel Braga daEste trabalho pretende demonstrar a relação existente entre a tradição populista do Brasil e a esfera do subdesenvolvimento da América Latina levando em conta as características sociopolíticas da região. Para tanto, serão investigados os principais conceitos teóricos acerca do tema, sendo o populismo e o subdesenvolvimento brasileiro e do continente os que se destacam no estudo, bem como, os aspectos sociais que justificam a escolha popular e democrática de líderes populistas. Serão pesquisados documentos históricos e uma vasta bibliografia já existente sobre o assunto. Os principais conceitos da ciência política relativos ao tema analisado também configurarão no decorrer no texto. Por fim, a identificação dos fatores que mantêm o populismo vivo e ativo no espaço latino-americano com o enfoque ao caso brasileiro será o alvo principal a ser alcançado, pois este é o foco deste trabalho académico.
- Bimby, the game changing innovative technology : the portuguese casePublication . Reffóios, António Maria Pinto Cardoso Saraiva de; Cardeal, Nuno César de Jesus GuerraHow was a product like “Bimby” able to penetrate an unexplored market and maintain its leadership for more than 16 years while facing fierce competition, with cheaper and good quality products? How did Bimby adapt and prevail through the digitalization of the industry, maintaining itself faithful to their business model and values? Is the urge for constant innovation a serious issue to be considered in the product business model? Will the years to come prove difficult for the company with the rising appearance of similar and highly competitive products? This thesis herby presented in a case study form, intends to focus on the international product, Bimby and its strategic path throughout the years. In a form of an educational tool, this thesis study allows students to apply theoretical concepts and strategic frameworks developed in class to real business situations. The case study intends to explain how Vorwerk, the company which sells Bimby, with a unique product and business model, can maintain itself as market leadership in a very competitive industry where imitation is a constant concern. Moreover, it is crucial to understand how Bimby’s business model enables them to maintain their competitive advantage and continually boost sales and their network of clients, focusing their business to customer satisfaction and personalization, developing a strong connection with all their clients, and revealing a different approach when compared with other players in the industry. In this case, our focus will be on Portugal’s operation and its direct competitors.
- The effect of performance brands and group identification on consumers’ expected performance and psychological well-beingPublication . Rocha, Catarina Lucas Serrão André; Braga, João Pedro Niza JacintoBrands play an important role in consumers’ daily lives. When consumers struggle with a difficult task they use certain brands to help them perform better. Several studies have shown that brand use can enhance feelings of self-efficacy, which can lead to better task performance. In this dissertation we propose that consumption of a brand that carries performance-enhancing expectations results in psychological changes for consumers (self-signalling and perceptions of self-efficacy) that in turn improve an individual’s perceptions of performance outcomes. Besides, we test the same effects with brands associated with reference groups (in-group and out-group). We propose that brands associated with reference groups will have similar or higher effects in self-efficacy expectations of performance and well-being factors than performance brands. We test these effects in the context of practice of physical activity and use sport equipment from various brands to assess the differences. We introduce football teams as reference groups and research in team identification shows that this group membership can bring psychological benefits in well-being for fans. In both studies (Study 1 and Study 2) results show no significant effects of performance brands in performance expectations when compared to unbranded conditions; however, Study 1 shows that brands associated with reference groups lead to higher athletic performance expectations, levels of pleasure, satisfaction and sense of belongingness.
- Electronic cigarettes : how to improve performance in the portuguese market according to portuguese consumers’ perception : consumers’ analysis of attitudes and acceptance as well as preferred features/characteristicsPublication . Rodrigues, Duarte Miguel Barata; Rita, Miguel Fontes Casegas CorreiaThe aim of this dissertation study is to analyze the opportunities of improving the Portuguese electronic cigarettes’ market based on an investigation of electronic cigarette smokers and the reasons which led them to start using these products. An additional investigation was carried out among non-smokers and the traditional cigarette smoker population to understand their perception of electronic cigarettes and to cover all opinions related with the use of this product and consequently of this market. The outcomes of this dissertation study reveal that ex-traditional tobacco smokers shift from traditional tobacco to electronic cigarettes in order to pursuit a healthier lifestyle. Also, this study exposes features that influence the overall satisfaction of electronic cigarette users and the profile of them, and even considers Dual-Users. Finally, other tests were made regarding smokers, non-smokers, ex-smokers and users of electronic cigarette that went back to traditional tobacco smoking. The purpose was to gather the most suitable sample and different perceptions.
- Assessment of Brand Awareness & Image of Kiehl´s in Portugal & Challenges for their marketing strategyPublication . Schmidt, Sandra; Celeste, Pedro Manuel Amador RodriguesThe principal objective of this dissertation is to investigate the brand awareness of the cosmetic brand Kiehl´s, that is part of the L´Oréal Group, in Portugal. A main goal is to identify the brand perception. Particularly, brand attributes, associations, perceived quality, service and brand loyalty are investigated. To tackle these questionings, a survey was conducted, and additional findings were complemented by the means of a focus group. In course of the literature review, key trends of cosmetics were analyzed ranging from CSR and social engagement, cosmeceuticals through customization and the rising favor for luxury cosmetics. Both in the primary and the secondary research key characteristics of the cosmetics consumer behavior are examined. Additionally, a comparison of Kiehl´s principal competitors is undertaken and general key success factors for the cosmetic industry are carried out. Main conclusions of this paper are that there is potential for improvement in connection with the brand awareness, yet the brand perception of Kiehl´s is greatly favorable perceived by the Portuguese population. In consideration of these findings, the main recommendations target the improvement of brand awareness taking the crucial success factors into account. Last but not least, Kiehl´s enjoys an excellent basis regarding external trends and superb prerequisites to succeed in the cosmetic industry in present and in future.
- Showrooming : a look into the Portuguese electronics marketPublication . Borges, Ricardo Miguel Filipe; Crispim, Nuno Pedro MoraisThe Internet made information widely available to every person with a connection. Furthermore, the increasing popularity of tablets and smartphones in the 2000s made the Internet connection more accessible and mobile. Nowadays, the combination of the facilitated access to the Internet and the growing number of online retailers generates transparency on the consumers’ minds that wasn’t possible before. We can check the price of an iPhone on a country on the other side of the world just by tapping a few times on the screen. Therefore, there’s a risk that brick-and-mortar stores turn into showrooms as consumers use them to see and touch the products but they never actually make the purchase offline. Although online vs. offline behavior has been widely studied in the past, the research about showrooming is insufficient. Plus, showrooming has many times been addressed from a negative standpoint, where authors try to identify and quantify the adverse effects for retailers.
- Collaborative conspicuousness : examining the effects of conspicuity on sustainable clothing consumption decisionsPublication . Abreu, Emília Regina Fernandes de; Colaço, Vera Maria Portela Herédia Lancastre FreitasIn the light of consumers’ excessive consumption of Fashion goods, that is going over the limits of the Earth’s capabilities, and immoderate unhuman working conditions of some garment workers, there is a need for behavioural change. It is critical to understand how that change can be turned into a reality, for corporate, public policy makers, and for the citizens themselves, so that a revolution in consumption patterns is made and a more sustainable society is created. With this in mind, new alternatives arise, such is the case of Collaborative Consumption, part of the so-called Sharing Economy. The present dissertation aims to examine the effect of conspicuity, an individual characteristic that is at the heart and center of mindless consumption, as a strong motivator for more sustainable consumption behaviors. Based on a review of the academic literature on decision-making, conspicuous and status consumption, and Millennials, an experimental study design was used to test for the conspicuous effects on consumers’ likelihood to engage in collaborative ways of consumption and their willingness to pay for designer clothes. Results show, that high conspicuity is an important enabler for the engagement in Collaborative Consumption. Thereby, the present dissertation makes a potential contribution on solutions to Fashion, by presenting alternatives to decrease extreme consumption and extending the life span of existing garments. Above all, the present research holds important repercussions for the marketing literature and the Shared Economy consumption providers, in general.