Browsing by Issue Date, starting with "2018-07-16"
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- The impact of experience and familiarity on potential customers’ interest in accelerators considering demographical characteristicsPublication . Stirner, Lisa; Lino, Rute Sofia Barbosa XavierIn order to adapt to the shift from traditional to relationship marketing, companies are increasingly building long-term relationships with prospective customers from early on. Up to now, no relevant research has been conducted within the field of relationship management and possible variables that influence consumers’ interest in accelerators considering demographical characteristics. To fill the scientific gap, the relationships between experience and familiarity, and the interest to work together with a company are examined, using the Portuguese company Beta-i as an example. The data consists of 224 responses and has been collected via an online survey. Results show (1) work and educational experience, industry familiarity and brand familiarity do not significantly predict the interest in working together with a company – and (2) the reliability of the work and educational experience construct is considered unacceptable. Additionally, (3) the proposition that industry and brand familiarity have an influence on the interest in working together with Beta-i is supported, whereas (4) demographical characteristics do not moderate the relationship. Furthermore, (5) the most adequate marketing approaches for companies are organized workshops, informal get-togethers and holding a course at university. The findings emphasize the benefits of relationship marketing and help managers to implement tools to build a long-term relationship with consumers and increase industry and brand familiarity. Due to the inadequate reliability of the study, future research needs to extend the model by adding more reliable independent variables.
- A importância da caricatura na pedagogia das Artes VisuaisPublication . Silva, Cristina Maria Apolinário; Morais, Carlos António Saraiva BizarroO presente relatório atenta à importância da caricatura na pedagogia das artes visuais com o intuito de mostrar que esta constitui um interessante e importante instrumento educacional. No âmbito do nosso estágio, sobre o qual versa este relatório, pretendemos demonstrar que a arte de caricaturar é um importante meio de comunicação que possui uma linguagem própria, que permite a aquisição de valores, estimula a sensibilidade estética e promove a reflexão dos nossos alunos. A ideia deseja demonstrar que a partir da arte de caricaturar o aluno adquire conhecimentos, desenvolve capacidades, e forma a sua personalidade. Partimos para este trabalho com a consciência de ser uma arte pouco explorada em ambiente escolar e nem sempre bem compreendida e explorada. Razão acrescida para este intento. Assim, no trabalho presente fazemos, inicialmente, uma abordagem teórica demonstrativa das diferentes valências que a caricatura comporta, para de seguida procedermos a uma aplicação didática de todo o nosso projeto. Deste modo, este relatório encontra-se dividido em duas partes. A primeira refere-se à caricatura e a promoção de uma formação integral. Na segunda, incidimos sobre a prática, mobilizando as aprendizagens de modo a aprender e ser com e pela caricatura na sala de aula, mediante um conjunto significativo de atividades didáticas. O presente trabalho teórico e prático significa um acréscimo à consciência do nosso contributo pedagógico, mas também reporta essa mesma consciência aos alunos, a todos nos responsabilizando pelo reflexo que isso tem no processo ensino-aprendizagem. Apraz-nos sublinhar, neste contexto, a descoberta gradual do papel do humor em todo este processo, como algo de essencial, não só pela maturidade que confere a cada aluno, ao ser capaz de brincar de modo respeitoso e harmonioso com o outro e consigo mesmo no seio do ambiente bem disposto que aí se gera, mas também pelo seu carácter libertador e promotor da ação criativa. Em suma, as conclusões do presente relatório comprovam que a arte da caricatura é fulcral para o desenvolvimento social, pessoal, emocional e intelectual, ou seja para o desenvolvimento integral dos alunos.
- Roadmap of promotion and communication strategy : development and implementation of a promotion and communication strategy for the Portuguese BIM Consulting Company InBIMPublication . Soares, Bruno Sousa Moreira Morais; Lino, Rute Sofia Barbosa XavierInBIM is a BIM consulting start-up, which is still at the seeding stages and still doesn’t have any clients. This way, it still doesn’t have a clear strategy to communicate and promote their service to the market, neither their target segments defined. Therefore, it seeks to develop a customized strategy to communicate and promote their service to their potential customers and to gain exposure in the AEC industry. The current thesis provides a detailed study of the process of developing a marketing communication and promotion strategy. An analysis of the AEC industry helped defining InBIM’s target segments as the architects, the engineers, the contractors and the owners, as well as understanding the characteristics of each target. According to the literature on marketing communications strategies, the first three steps are choosing the targets, determining the communication objectives and selecting cost-effective communication channels. However, the type of product market, the life-cycle stage that the service encounters itself in and the buyer-readiness stage will affect the selection of the communication channels. Therefore, three main strategies were developed, one for the architects, other for engineers and contractors, and one for the owners. Further recommendations about the communication objectives and the most cost-effective communication and promotion channels and tools to be used in each strategy by InBIM were defined.
- The performance effect of business model change in the airline industry : evidence from low-cost carriersPublication . Baltheiser, Fabian Andreas; Conti, RaffaeleAfter the deregulation of the airline industry in the 1980s and 1990s, airlines competed based on two distinct business models, the low-cost carrier and full-service carrier model. Today, a clear differentiation between the two business models is no longer possible, as airlines have departed from these traditional models. Although this convergence trend is gaining increasing attention in literature, its impact on airline profitability remains mostly unstudied. To fill this gap, I develop a framework to measure and clearly distinguish between the business models. Using data on 10 low-cost carriers from the United States and Europe in the period from 2007 to 2016, I assess the effect of business model changes on profitability and further highlight the business model convergence trend. I find that the convergence of business models in the airline industry is evident, despite the fact that quite often adhering to the traditional low-cost business model proves to be beneficial in several aspects. In some cases, however, departing from the original model can also lead to a performance increase.
- Renova : a unique approachPublication . Franco, Inês Álvaro Isidoro Jardim; Cardeal, Nuno César de Jesus GuerraThis dissertation is presented in the form of case study to provide students with a real-life company situation to which class theoretical concepts can be applied. The case study focuses on Renova, a Portuguese consumer tissue paper producer, who saw its presence in the national market altered upon the entrance of Portugal in the EEC. This worked as a trigger for the company to pursue international markets, but, at the same time, entailed being confronted with big-scale and already established multinational companies that possessed relational and production advantages. In the case it is possible to identify which group of strategies were undertaken by the company to counteract the aforementioned reality and what factors made it possible to happen. The discussion in the analysis of the case study focuses on determining the industry conditions that shaped competition and on assessing the weight that internal resources and capabilities have in the sustainability of the company.
- Quinta Vale de Fornos : ensuring competitiveness in “Distant China”Publication . Jardim, Vasco Ilídio Duarte Monteiro Champalimaud; Cardeal, Nuno César de Jesus GuerraThe present thesis is a case study, on the internationalization process of a boutique Portuguese family wine-maker, into China. This case study is meant to be used in Strategic based courses, with particular emphasis to internationalization processes and cross-border business situations. The company under analysis, is Quinta Vale de Fornos (QVF), which is used to portray the main difficulties found by such companies, when working with countries with such a large “distance” vis-á-vis the country of origin. The case study touches on a variety of different points, from analysis the potential target market and choosing from the various possible options, the process of approaching and entering the markets, partnership relationship, flexibility to adapt to different work environments, among others. As a case study to be used in class, it is supported by suggested theoretical frameworks, which could be used to study and analyse the process of internationalization. By looking into a real-life practical situation, students are able to use theoretical frameworks which are being presented during the courses to form an opinion and critically analyse the moves chosen by the company under analysis.
- Entrepreneurial events across the world : which ones fit in Portugal?Publication . Vacas, Ana de Mira Borges da Mota; Lino, Rute Sofia Barbosa XavierThis thesis was developed as part of a consulting project for Beta-i’s event department. The purpose was the study of events targeting particularly startups and entrepreneurs promoted in five specific locations: Macao, Hong Kong, China, Singapore and Kenya. This because Beta-i aimed at better getting to know these regions’ ecosystems and the type of events promoted there. Furthermore, the company also wished to be shown event formats and/or topics it wasn’t yet developing. To provide the company with a proper and thorough analysis, the first step was to validate the companies that promoted entrepreneurial events and only then the events themselves. This analysis led to the conclusion that Beta-i already promoted several event formats found in the locations studied, however some suggestions could still be made. The first suggestion was to develop Workshops on topics like digital marketing, the path to success, business optimization and growth, legal issues and how to handle stress. Other ideas were the Learn, meet & speak events, Startup job fairs, Info sessions, Thank God it Failed, and Ecosystem bridging events. The results of the study also uncovered the possibility of merging some of the event formats found abroad with, for example, the TGIF series in Beta-i’s portfolio, in an attempt to increase attendance and reduce costs. A general structure of all the events found was presented, together with an estimation of the costs. In the end, recommendations for further study include looking into countries such as Kazakhstan, Taiwan, India, Israel and the United Arab Emirates.
- The impact of visual elements of package on consumers purchase intent and the mediating role of perceived risk : an analysis on food packaged productsPublication . Santos, Maria Inês Fernandes Paz Antunes dos; Romeiro, Paulo Alexandre Mendes RamosNowadays, packaging has been acknowledged to be an important strategic marketing tool, especially at the purchasing moment, and it plays a key role in influencing consumers’ buying behaviour of packaged food products. The visual design of packaging transmits symbolic meaning to consumers, hereby impacting how the product is evaluated by them. This dissertation aims to understand the effect of visual elements of packaging; specifically, the effect of incorporating an image of the product or a transparent window on the packaging of the product on purchase intent, giving a special attention to the role of perceived risk. This dissertation is particularly important regarding low involvement FMCG products, such as packaged salmon and packaged pizza, where packaging is strongly linked with the product in the eyes of the consumer at the point of purchase. In this dissertation, both primary and secondary data were collected from an online questionnaire and existing literature regarding the topics in study. The obtained results, described in the last chapters of this study, suggest that food packaged products purchase intention is related with the presence of transparency and product imagery on package as well as by the risk (financial, psychological and functional) associated with the each food category. In addition, according to the dimension of perceived risk, it plays a key role in mediating some relationships between the variables in study.
- Network strategy : definition and application of a framework to JADE NetworkPublication . Parreira, Diogo Miranda Aurora; Lino, Rute Sofia Barbosa XavierOrganizational networks are emerging as a key answer to a new social and economic paradigm. To succeed and build competitive advantages, organizational networks need to adapt their strategic planning processes to fit their structural vicissitudes. The problem identified lies in the lack of concrete methodologies addressing strategy in a network context. Thus, this study aims at defining and applying a framework for network strategic planning – based on the case of JADE Network, a horizontal network of Junior Enterprises in Europe. To answer the problem, a consultation was made, including brainstorming and discussion sessions, surveys, benchmarking and interviews with various stakeholders and specialists. Strategy planning and organizational networks were the literature references considered. The outcomes can be organized in three chapters: (1) the identification of JADE Network as an organizational network; (2) the definition of a network strategic planning framework, based on JADE Network; (3) the application of the framework to JADE Network. In the end, the identity of JADE Network was found, the roles of its actors clarified and a common vision established. A set of strategic goals were then defined for the network, affecting Junior Enterprises, National Confederations and JADE – the European Confederation. These goals were translated into indicators and projects. Finally, the organizational strategy for JADE was defined accordingly, to ensure its role as facilitator and coordinator of the network strategy.
- Capture value from the Brazilian community in the telecommunications Portuguese pre-paid market : Vodafone casePublication . Pinto, Tomás Maria Costa Cardoso; Lino, Rute Sofia Barbosa XavierIn a fast-growing competition market companies must find ways to survive, differentiating from the competition. Try to offer innovative products or services or, at least, offer them with a renewed value proposition. The present dissertation focus on Vodafone World a pre-paid plan of Vodafone Portugal. Vodafone World offers low-cost calls to eight countries in world, including Brazil. This dissertation discusses the diverse ways in which Brazilians in Portugal stay in contact with family and friends in Brazil. Throw various data resources, is discussed the market context (taking mainly in account the competition and the market size), the current product performance and current distribution channels. Moreover, the focus group analysis will give insights about telco and non-telco consumer habits and brand awareness about the telco players in Portugal. The main results show us that Vodafone World has a low penetration rate in a market with great potential. Furthermore, Vodafone World offer is not addressing the needs of the current and potential customers. Although the brand is recognized as being one with the better quality, there are other competitors close and targeting the market considering the clients needs. Eleven proposals are made to boost Vodafone World performance, focusing on the offer, distribution channels and communication channels.
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