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- The organisational role of the Chief Information OfficerPublication . Büchner, Lars Philip; Bielli, PaolaIn the modern business environment, managing information technology (IT) has become one of the principal tasks for the majority of enterprises. The technological development of an enterprise is linked to a person managing the IT processes and is often labelled "Chief Information Officer (CIO). Throughout the recent decades, researchers defined multiple role descriptions of the CIO, resulting in a great ambiguity for recipients in the scientific and business community. Therefore, a central purpose of this paper is to determine the contemporary organisational roles of CIOs. To this end, the thesis conducts a literature review and identifies patterns in CIO role descriptions across contemporary research papers. In total, 51 CIO role descriptions are analysed with respect to the objectives, tasks, internal and external relationships as well as the organisation in which the CIO operates. These roles are aggregated to four CIO role descriptions: Business Supporter, Business Leader, Strategic Leader and Innovative Leader. Further, the developed CIO roles serve as the basis for a survey, designed to determine the roles of IT leaders in German SMEs, a research field that lacks contemporary research contributions. SMEs have a fundamental impact on the German economy and adopt IT differently in comparison to large enterprises. On average, the responding 31 IT leaders in German SMEs indicate an application of the characteristics of all four developed CIO roles to their IT leader role, with no dominating theoretical CIO role. In contrast to the distinct theoretical roles, the responding IT leaders in German SMEs assume a variety of responsibilities, ranging from operational-oriented tasks to strategic IT decisions. Finally, the thesis provides enterprises with a basis to determine what role their CIO performs in order to evaluate whether that role is aligned with the objectives of the enterprise.
- Flagship stores for FMCG brands : partnership proposal : the Fish & Chip Shop casePublication . Paz, Joana Filipa da Cunha; Lino, Rute Sofia Barbosa XavierThe Fish & Chip Shop, inspired by Barilla Flagship Restaurant (New York), seeks to build a flagship partnership with a Portuguese flour brand – Espiga. This dissertation relies on providing insights on how a brand benefits from having a flagship store, identifying visitors’ characteristics, assessing FMCG flagships’ services, decoration and activities, and purposing an initial plan for the entrepreneur present to the brand. The research revealed flagships influence positively brand equity, differentiate a brand from its competitors, generate word-of-mouth as well as future purchases at the retailer. The analysis suggested consumers with higher income and consumers who are always responsible for grocery shopping are more likely to visit a flagship, whereas consumers who eat fewer times at home demonstrated the opposite behaviour. FMCG flagships display the brand portfolio, through shops or show cases, and have an outstanding thematic decoration linked to the brand and to the culture. In practice, this research resulted in an initial proposal to present to Espiga as well as a starting-point to future negotiations.
- The influence of NWOM in the consumers’ decision-making process in the Tourism industryPublication . Melo, Inês Patrícia Gomes de; Souto, Daniela Langaro da Silva doOnline feedback tools, such as electronic Word-of-Mouth (eWOM), have been widely used to share knowledge and information online between consumers about products or services, having become an important tool for consumers and being considered a reliable source. Based on relevant theories and previous works, it has been proved that Negative Word-of-Mouth (NWOM) has been influencing significantly consumers’ decision-making process, especially regarding the Tourism industry and that this sector is the most strongly influenced by eWOM. To investigate the impact of NWOM on consumers in the industry of Tourism, an online survey was created. Different negative hotel reviews were presented to 249 individuals. Quantitative data was generated to investigate the impact of these reviews on consumers’ brand attitude, purchase intentions and NWOM intentions, in two distinct stages of the travel planning process, namely the search phase vs the post-purchase phase, when a new purchase was being planned. The conclusions supported the existence of a significant impact of NWOM on users that are exposed to negative reviews in the Tourism sector. Furthermore, users in the post-purchase phase were less susceptible to NWOM than those in the search phase, which means that NWOM communication mostly affects consumers who are in the search phase of the travel planning process. This study contributes to companies, especially hotels, by identifying useful research that can help them understanding the power of negative information on consumers, taking advantage of online consumer reviews as a new marketing tool. Finally, limitations are discussed and future research is proposed.
- Como criar uma marca experiencial? : o caso SephoraPublication . Nogueira, Benedita Pires de Carvalho Lima; Côrte-Real, Ana Filipa da Rocha de Castro eConsiderando o panorama atual, onde tudo é relacional, interpessoal e dinâmico, as marcas enfrentam o grande desafio de proporcionar experiências que vão de encontro aos desejos dos consumidores, por forma a se manterem competitivas no mercado. É como resposta a esta crescente necessidade que surge o marketing experiencial, uma ferramenta fulcral no colmatar das evidentes fragilidades do marketing tradicional, que emerge como pilar no ereger de marcas experienciais (Schmitt, 2010). Neste sentido, o conceito de marketing experiencial está diretamente relacionado com a experiência real do consumidor, que é proporcionada pelas marcas aos seus clientes, através da utilização de módulos estratégicos da experiência, apresentados por Schmitt (1999) e desenvolvidos ao longo do trabalho. O presente trabalho final de mestrado teve como principal propósito perceber como é que se cria uma marca experiencial e, para tal, a sua revisão da literatura encontra-se dividida em duas áreas principais: marketing experiencial e experiência do consumidor. Como metodologia, foi utilizado um estudo de caso que teve como objetivo analisar e descrever detalhadamente as componentes da experiência de consumidor proporcionada pela marca. Por conseguinte, com o contributo teórico proporcionado pela revisão de literatura, foi efetuado um confronto entre os conceitos-chave e a abordagem ao marketing experiencial por parte da Sephora. Através da análise realizada, foi possível concluir que, para criar uma marca experiencial, é importante criar um plano estratégico que tenha por base os requisitos concluídos. Este deve ter em consideração a relação interpessoal entre a marca e o consumidor, ser consistente em toda a sua estratégia, tanto online como offline, e envolver o consumidor em todo o processo fazendo com que este desperte emoções e sentimentos pela marca.
- Are public banks a “necessary evil”? : an analysis on the impacts of public ownership in banksPublication . Brochado, Bernardo de Valadares Serrão e Fernandes; Di Giuli, AlbertaThis thesis studies the impacts of ownership in the Eurozone banks in the period from 2011 to 2016. Three main moments are found in previous literature: The first moment, from the 1960s to the 1990s, was characterized by a lack of comprehensive quantitative research. The second period starts with La Porta et al.’s (2002) critique on public banks. A profusion of research on public ownership of banks followed, generally presenting evidence that public banks tend to be less efficient, less profitable and riskier. With the financial crisis of 2007/2008, many banks were nationalized and the discussion about the impacts of public ownership restarted. In this context, I wanted to understand whether ownership continues to produce the same effects and whether those effects are dependent on the country where the bank is located. By using a Random Effects model, this thesis finds evidence that public ownership tends to decrease both profitability and efficiency. Additionally, evidence was found that effects of ownership on risk are dependent on the country where the bank is located. These results are interesting considering that the banks in the sample are mainly regulated by the same entity, the ECB. This raises the question of what mechanisms should be put in place to enhance the performance of these banks.
- Mobility-as-a-Service : are current players delivering value? : a qualitative consumer analysisPublication . Crayen, Carl Rudolf Max; Rita, Miguel Fontes Casegas CorreiaUrbanization, technological developments, along with the trend towards access-based mobility, fosters the rise of shared mobility services. This in return caused the birth of a new mobility service concept, namely Mobility-as-a-Service, which anticipates the change of mobility consumption by the aggregation and redistribution of mobility services through a single mobile application. Due to the lack of existing consumer studies related to Mobility-as-a-Service, this master thesis explores the emerging phenomenon from the consumer perspective, with special attention towards the consumer-perceived value existing Mobility-as-a-Service providers add. The researcher obtained data in a qualitative manner through semi-structured (in-depth) interviews with young Mobility-as-a-Service consumers in urban areas in Germany, in order to explore their post-consumption experiences. The analysis was of inductive nature, following the qualitative content-analysis approach. Research findings indicate that consumer-perceived value is at hand, in form of the opportunity to search for and book tickets for public transport within the single application, addressing the consumer needs for time savings, convenience, information and ease of use. However, the value addition is of limited nature due to performance issues, limited service beyond local boundaries and partial irrelevance of integrated transport modes. These results provide new insights for existing providers and enrich the explorative research field of Mobility-as-a-Service. Due to the sole focus on young Mobility-as-a-Service consumers, and their relationship with a specific provider, findings are of limited nature and can not be generalized across target segments and geographic boundaries.
- A influência dos bloggers no target femininoPublication . Cardoso, Anna Luísa Abrantes Marotti; Côrte-Real, Ana Filipa da Rocha de Castro eVivemos num contexto de marketing em que a criação do envolvimento entre as marcas e os consumidores é essencial. No âmbito do Marketing, os bloggers têm se tornado uma ferramenta eficaz na disseminação de informação relativa às marcas, procurando influenciar as atitudes e comportamentos dos consumidores. Nesta tese de mestrado pretendeu-se compreender o papel desempenhado pelos bloggers nas marcas, segundo a perceção dos consumidores, nomeadamente do público feminino. Procurou-se, ainda, perceber se as recomendações destes influencers digitais afetam as decisões de compra dos consumidores e se estes fomentam o envolvimento dos consumidores com as marcas. Esta investigação abordou, como temáticas principais de revisão de literatura, a atividade de blogging, o word-of-mouth, a questão da credibilidade de bloggers e o influencer marketing. Através de um estudo assente num continuum epistemológico, o que implica a utilização de estudos quantitativos e qualitativos, concluiu-se que os consumidores veem a transmissão de informações e a promoção de novas marcas e de novos produtos ou serviços como sendo as principais funções dos bloggers. Para além disso, as recomendações fornecidas por bloggers revelaram-se influentes durante a tomada de decisão dos consumidores. Os bloggers auxiliam, ainda, na criação de envolvimento entre os consumidores e as marcas quando estes são percebidos como credíveis e quando o tipo de marca tem significado para o consumidor. Por fim, a credibilidade percebida, a proximidade entre blogger e seguidor e a credibilidade associada a um elevado número de seguidores mostraram-se itens que permitem medir a influência dos bloggers nos comportamentos de consumo.
- The impact of negative eWOM on the brand equity of telecommunication companiesPublication . Fernandes, Ana Sofia Jaques Afonso; Souto, Daniela Langaro da Silva doSocial media platforms have been growing in importance for consumers and marketers, by allowing brands to build a closer relationship with their consumers. Nowadays, Facebook is used as tool to reach new consumers and engage with the current ones. Nevertheless, the facilitated interactions may also carry indirect costs since when dissatisfied with the brands’ service, consumers may publicly complain about it in social media. These negative electronic Word-of-Mouth (eWOM) may influence other users who are exposed to negative contents and affect their brands’ perceptions. Despite the relevance of this topic, current studies have not yet sufficiently addressed it. Therefore, this investigation aims at understanding the impact that negative eWOM on brands’ Facebook pages have on the Consumer-Based Brand Equity (CBBE) of those who are exposed to negative contents. While evaluating the effects on the CBBE, the following constructs are considered: Brand Attitude (BA), Perceived Brand Quality (PQ), Re-Patronage Intentions (RPI) and Negative WOM Intentions (NWOM). Additionally, to evaluate if the others’ support on Facebook had an impact on the constructs, the number of “likes” in the negative posts was considered as a moderator. Then, the online survey had a total of 335 respondents and the telecommunication industry was chosen for this study because of its high negative eWOM volume (Liu et al., 2017). The results indicate that the PQ, RPI and NWOM are significantly influenced by the negative valence of the post. However, the number of “likes”, do not moderate the effects. Limitations are discussed and future studies suggested.
- Consumer engagement with football brands on social media : what drives consumers to engage with FC Porto on social media?Publication . Ferreira, Frederico Correia; Machado, Joana Pinto Leite CésarFacebook, and recently Instagram, are established marketing tools that allow brands to connect and engage with their consumers at a level far beyond the reach of traditional offline marketing. To fine tune their messages on social media, brands need to know their consumers’ motivations to engage. However, this information is especially difficult to assemble for sports brands, and, particularly, for football brands. Football consumers are extremely passionate and unpredictable, and, moreover, the core product is highly intangible. Hence, the goal of our research is to understand what are the motivations for FC Porto fans to engage with the brand on Facebook and Instagram. To reach that goal, an online survey was performed and 250 questionnaires were collected. Since the social media strategy followed by FC Porto is developed around the games, we performed a cluster analysis dividing fans into two groups: game-enthusiastic and game-detached. We used Linear Regressions to measure the motivations before and after the clusters analysis. Prior to the clusters analysis, evidence shows the motivations that significantly trigger consumer engagement the most on Facebook are social influence, entertainment, search for information and reward. On Instagram, the most influential motivations are entertainment and reward. After the clusters analysis, evidence shows that consumer engagement on Facebook for cluster nº1 is triggered by entertainment and social influence, and for cluster nº2 is triggered by entertainment, social influence and reward. Regarding Instagram, cluster nº1 is triggered by entertainment, social influence and reward, and cluster nº2 is triggered by entertainment and reward.