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- Impacto do pay-per-view no combate à pirataria dos canais desportivos : limitações e aplicaçõesPublication . Alves, Luis António Oliveira de Deus; Celeste, Pedro Manuel Amador RodriguesA partir da análise do Live Streaming, no contexto específico da transmissão ilegal dos canais desportivos, procurou-se explorar a alteração do modelo de acesso ao canal Premium como dissuasor desta prática. Pretendeu-se, principalmente, compreender as dinâmicas relativas às exibições desportivas de futebol, refletidas no modo de pirataria e eventuais causas responsáveis pela atual extensão deste fenómeno. Neste sentido recorreu-se aos contributos teóricos sobre a Pirataria em eventos desportivos, aferindo-se a forma como o seu combate tem sido levado a cabo em Portugal, pelo IGAC e Associações de defesa de direitos de autor, bem com o seu impacto para os diversos players do ecossistema dos canais Premium desportivos. Posteriormente analisou-se os fatores que estimulam o cliente para a Pirataria e estudou-se o comportamento do sistema Pay-perView, enquanto solução alternativa de acesso lícito a um canal desportivo, observando estatisticamente os seus impactos no enfraquecimento do “mercado” ilegal e na canibalização do modelo de subscrição mensal. Os resultados mostraram que o interesse pela Pirataria não depende de atributos sociodemográficos ou económicos, mas confirmou-se que a inclinação por este acesso ilegal se destaca num segmento mais aficionado na visualização de jogos de futebol. Provou-se também que a Pirataria no círculo social influência a propensão por este acesso e que a consciencialização sobre a ilegalidade reduz o seu interesse. O Pay-per-View mostrou-se como uma alternativa à Pirataria, todavia apenas para um segmento de clientes menos assíduos à visualização de jogos, sendo o preço associado a cada evento um fator determinante para a escolha deste acesso.
- Adaptive human resource management in dynamic environments : an example of the COVID-19 crisisPublication . Brandes, David Alexander; Reis, Ricardo César Ribeiro Ventura FerreiraThe acknowledgement of Human Capital (HC) as an important source of competitive advantage for firms has significantly increased. But as for other resources, firms need to find a way to manage HC so that it becomes more adaptable. This is essential due to the increasing frequency and severeness of changes in the environments that firms are operating in and it emphasizes that firms should aim to achieve successive temporary advantages. The goal of this research is to understand key factors, practices and processes that enable adaptability in Human Resource Management (HRM) following the Dynamic Capabilities (DC) approach in context of the COVID-19 crisis. The findings aim to build a fundament for the understanding of effective adaptive HR strategies and to give more tangible guidance to managers. To understand the underlying factors that enable adaptability in HRM, a qualitative research format was chosen. A total of six interviews with HRM experts from small- and medium-sized businesses (SMBs) in the tech industry were conducted and analyzed by means of Qualitative Content Analysis (QCA). The main results include an empirically informed construct of second and third order micro foundations of DCs in context of HRM. Thereby, this dissertation complements existing research by providing another layer of micro foundations with an extensive variety of processes, activities and mechanisms which were argued to lead to adaptable HC. Furthermore, it offers practical guidance to HRM executives and a better understanding on which measures can enable adaptive HC on a micro-level.
- Mobile health applications : a natural language processing review analysisPublication . Simmerer, Maximilian Dominique Paul; Martins, Henrique Manuel GilAs smartphone use becomes ubiquitous, mobile health (mHealth) is becoming increasingly important. The COVID-19 pandemic has been linked to the increasing download rate of mHealth applications, as alternative healthcare solutions are sought by citizens restricted due to public health measures. Further evidence is necessary in order to prove if there was an increasing positive perception of healthcare applications by the population. This dissertation seeks to qualitatively and quantitatively evaluate this by studying the evolution of objective data like reviews and ratings of preselected mHealth applications in the Google Play Store during 2020. Further analysis focused on customer behavior is necessary to establish conditions and practices that support continuous growth and stability for mHealth providers. In order to analyze the mHealth applications development as well as the content of the reviews, natural language processing (NLP) tools were used. There is no published research or similar studies analyzing mHealth reviews with NLP tools for 2020. The results indicated no clear trend towards increasing positive perception of mHealth applications. Customer preferences were gathered and categorized by the ‘Unified Theory of Acceptance and Usage of Technology’ framework. The analyzed mHealth applications showed insights in form of different preferences in accordance with their respective subgroups. One main finding of this study was how the technical composition of mHealth applications can strongly influence the customer perspective. Furthermore, the study reveals missed opportunities if form of cooperation between regulators, application developers and insurances.
- Communication barriers and leadership styles leading millennials on a multicultural organizationPublication . Sousa, Marisa Nogueira de; Ilharco, Fernando Albano Maia de MagalhãesGenerations are raised in different times and fast changing cultures, communicating and leading with different views. In multicultural organizations, communication barriers can affect greatly how people interact, see each other and ultimately the way they lead may impact performance. The research draws on a selection of literature revealing clues to a better understanding of organizational culture insights, communication barriers and different leadership approaches as well as their characteristics. Further literature highlights several competencies and approaches to ensure a successful performance of teams that are used in the organization used as a base for this study. The empirical study used quantitative research methods through the use of a survey and a qualitative, using a semi-structured approach interview. The survey included the participation of 131 replies and 4 interviews which the objective was to understand the communication barriers among teams and leaders and their preferred leading styles while understanding the impact of the organization culture in a multicultural environment. The findings suggest that leaders and teams in multicultural organizations prefer a coaching and supporting style in detriment of a more delegative and directive style, moreover its relevant to highlight that there was no difference in the preference when analysing leaders and team member. This finding was confirmed by the comments obtained in the interviews. When analysing the communication barriers, the findings suggest that at the participants that had the least experience had more issues with accents while the ones with more experience faced more problems in understanding body language. In the discussion the main results are discussed in a broader perspective. Finally, limitations of the study are given and recommendations for further research and practice are made.
- Motivations and factors influencing member recruitment, maintenance and recommendation in membership associations : the case of AAACMPublication . Corvacho, Eduardo de Melo; Celeste, Pedro Manuel Amador RodriguesThis thesis aimed at gaining insights on motivations and factors that influence membership recruitment, maintenance and advocacy, followed by the identification of putative criteria for segmentation, in the context of the association of former students of military school (AAACM), a non-for-profit organization that focuses primarily in philanthropy towards this specific community of individuals, and in developing a diverse set of actions, contributing to strengthen bonds between them. Moreover, the information collected was used to identify the main strategic opportunities to pursue and respective drivers to target them. In alignment with the available literature, the results identified three main motivations for joining AAACM, which were social responsibility (expressive), professional interest (career-related) and relationships and leisure (instrumental). By analyzing how these motivations were expressed, five different segments were identified (social creatures, all-rounders, career-driven, indifferent and humanistic), which exhibited different combinations of these motivations. As for member retention factors, trust and satisfaction showed to be directly related to continued fee payment, and their variability among segments was consistent with their fee payment rates. Unfortunately, it was not possible to link any of the studied variables to member recommendation. Finally, these findings were key in uncovering the strategic priorities for AAACM, which consist on raising satisfaction levels in what concerns events and communication, with direct impact in member retention, increase engagement with the career-driven segment, which is clearly underserved and dissatisfied, and explore how trust levels, critical for member retention, can be increased.
- The case of Sonae MC : an internal perspective of crisis managementPublication . Figueiredo, Miguel Barroso de; Reis, Ricardo César Ribeiro Ventura FerreiraThis project, hereby presented in a case study format, aims to unveil some of the key internal management strategies adopted by Sonae MC to tackle the Covid-19 pandemic crisis, whilst functioning as pedagogical material for internal Crisis Management (CM). First, this report introduces the topic of organizational Crisis Management and its prominent models, with the objective of demonstrating the importance of engaging in CM. In addition, it explores the pivotal factors for managing crisis internally such as leadership, internal communication, crisis management teams and human resources. Sonae MC is the biggest private employer in Portugal and operates mainly in the food retailing market. The organization faced extreme challenges to protect its employees and sustain its operations during the pandemic. For this reason, Sonae MC represents a striking example of the effects of Covid-19 on the food retail market and, specifically, on a big company with complex operations. Thus, the case provides a description of Sonae’s successful crisis response, illustrating a real crisis scenario that contributes to elaborate on key topics of internal CM, namely, leadership and internal communication which were crucial components of Sonae Mc’s CM strategy.
- Perfil, inserção e perceção do nutricionista na indústria agro-alimentar e na grande distribuição alimentar em PortugalPublication . Costa, Sofia Carvalho da; Cordeiro, Tânia; Frias, AnaConsiderando a reduzida evidência científica no âmbito de estudos observatórios da profissão referentes à atuação do nutricionista na Indústria Agro¬Alimentar (IAA) e Grande Distribuição Alimentar (GDA), esta investigação teve como objetivo final avaliar a inserção, refletir sobre a sua forma de atuação e aferir perceções identitárias destes profissionais. O estudo foi realizado em parceria com a Ordem dos Nutricionistas, tendo sido enviado um questionário online a todos os seus associados membros com questões globais sobre três dimensões em análise: perfil, inserção e perceção. Simultaneamente, foi avaliada a visão das empresas da Indústria Agro Alimentar e Grande Distribuição Alimentar com um outro questionário online. A disseminação do instrumento de recolha de informação foi realizada com a ajuda da Federação das Indústrias Agro Alimentares (FIPA), no caso da indústria, e, em relação à grande distribuição, foi realizada uma recolha online dos endereços de correio eletrónico dos associados da Associação Portuguesa de Empresas de Distribuição (APED), cujo CAE se enquadrasse na área alimentar. O primeiro questionário foi aplicado a um universo de 3995 nutricionistas, com uma taxa de resposta de 7,2% e o segundo a um universo de 49 empresas. Em relação à caracterização sociodemográfica da amostra, verificou¬se o predomínio do sexo feminino (88,5% na IAA e 93,9% na GDA). Em relação à idade, destacou¬se a diminuição da idade média dos nutricionistas da IAA em 5 anos desde 2011. Verificou-se ainda a presença proeminente nos grandes centros urbanos dos nutricionistas da IAA e da GDA. Analisando as habilitações dos indivíduos que participaram neste estudo, constatou-se que a percentagem de nutricionistas mestres a exercer na IAA (34,5%) e GDA (21,1%) é superior à média dos nutricionistas (~20%). Ao mesmo tempo, a formação complementar parece ser preponderante no desempenho bem¬sucedido dos nutricionistas em estudo. No que se refere à área de atuação, os nutricionistas da IAA, na sua maioria, não se revêm nas especializações previstas pela Ordem dos Nutricionistas (73,7%). Este valor é inferior na GDA (23,8%). Em relação às empresas da IAA, mais de metade das inquiridas não tem nutricionistas contratados (59,6%). Quanto à GDA, este valor desce para 20%. A remuneração mensal auferida parece ter decrescido na IAA quando comparado com os dados de há uma década (58,3% dos nutricionistas em 2011 recebiam valores superiores a 2.000€ comparado com 15,8% atualmente). Por outro lado, estas áreas são marcadas pela estabilidade fornecida pelo tipo de vínculo. Em adição, não foram encontradas elevadas taxas de pluriemprego como em 2011. Os nutricionistas estão presentes, maioritariamente, nos departamentos de Inovação, Qualidade e Marketing na IAA e Qualidade, Operações e Comercial na GDA. No entanto, as suas funções parecem ser transversais às mais diversas áreas. Além disso, na generalidade, os nutricionistas dizem que o número destes profissionais é suficiente para o trabalho desenvolvido nas empresas. As empresas partilham a mesma perceção quanto ao número de nutricionistas inseridos nestas. Em matéria identitária, enquanto os nutricionistas da GDA têm uma imagem mais positiva da profissão junto do público, os nutricionistas da IAA acreditam num futuro um pouco mais promissor. Em relação às perceções relativas ao trabalho desenvolvido pelos nutricionistas na IAA e GDA, as mesmas parecem semelhantes nas duas áreas. Estes resultados preconizam a solidificação destas áreas como V áreas de inserção profissional dos nutricionistas, tendo sido possível fazer um paralelismo entre as mesmas.
- Personal branding : o papel das redes sociais na construção da marca pessoal dos futebolistasPublication . Oliveira, Gonçalo Sena de Campos; Jorge, Ana Margarida Ferreira RatoNum mercado cada vez mais caracterizado pela sua homogeneidade e competitividade, os profissionais sentiram a necessidade de se diferenciar dos seus concorrentes, começando a desenvolver uma marca pessoal. Algo que se tornou mais evidente com o surgimento das redes sociais, que potenciaram todo este processo. Os futebolistas, conscientes desta nova realidade, começaram também a utilizar estes meios de comunicação, como forma de alavancarem a sua personalidade e a sua maneira de ser face à audiência, começando também eles a desenvolver uma marca pessoal. Esta marca pessoal pode defini-los não só como profissionais, mas também como seres humanos, permitindo que se destacassem dos demais, presentes no mundo do futebol. A presente dissertação procura compreender a forma como os jogadores profissionais de futebol utilizam as redes sociais, e como essa utilização pode potenciar o desenvolvimento da sua marca pessoal, percebendo todas as vantagens e desvantagens que o processo pode ter. Neste sentido, o quadro teórico foi desenvolvido tendo por base os temas da marca pessoal, do crescimento dos social media e o aparecimento das redes sociais e, por último, a marca pessoal no mundo do futebol, em concreto dos futebolistas. A problemática em análise motivou uma investigação do tipo mista, compreendendo esta a realização de entrevistas, como técnica de análise qualitativa, e a realização de um inquérito por questionário, como técnica de análise quantitativa. Foram realizadas quatro entrevistas a jogadores profissionais de futebol, em fases distintas da carreira, e foi realizado um inquérito por questionário a indivíduos que pudessem ser representativos da população em geral, ou seja, de todas as idades, de todos os géneros e com habilitações académicas diferentes, com 289 respostas válidas. Os principais resultados da presente dissertação indicam que existe, cada vez mais, a necessidade de os futebolistas desenvolverem uma marca pessoal forte, credível e autêntica, que lhes permita distinguirem-se dos seus concorrentes no mercado, defenderem a sua reputação em tempos de crises, aumentarem o número de acordos comerciais, promoverem a sua carreira profissional e melhorarem as suas relações com os seus fãs. Paralelamente, conclui-se que as redes sociais ganharam uma nova dimensão neste processo e que, apesar de todos os riscos inerentes à sua utilização, são a ferramenta que melhor permite o desenvolvimento de uma marca pessoal.
- Relationship marketing in the pharmaceutical industryPublication . Moura, Pedro Miguel Cruz Henriques; Celeste, Pedro Manuel Amador RodriguesBackground: Patients trust the treatment choices that can make a difference to their health to physicians, giving room for an agency relationship to be established between both stakeholders. Additionally, pharmaceutical companies, which belong to one the most profitable sectors, invest a lot of money to get recognition of their brands by physicians, which may include, many times, a transfer of value from the manufacturers to medical doctors. These ways of working can be viewed with caution by the general 4 public, as it can give room for a potential conflict of interest towards the ultimate endpoint, that is improving patients’ health. Despite this potential misperception, pharmaceutical companies keep their ways of working. The objective of this work is to study the relationship between pharmaceutical industry and physicians on prescription behaviour, and the exact role it may play. Methods: To study this problem statement, in an attempt to answer it, a combination of methods will be used. Literary review will be conducted to assess updated information on the problem being studied. This also includes checking information in Plataforma da Transparência of INFARMED, I.P. Nonetheless, the subject of this dissertation work will be mainly assessed through primary data collected via a market research study targeted to HIV physicians. Results: Fourty two HIV specialists participated in this market research. Efficacy was by far the most important attribute they value when selecting a treatment regimen. The combined three attributes that matter the most when choosing a treatment were efficacy, safety and convenience. The effectiveness on how companies communicated these attributes was found to have a positive impact on their prescription choices. Additionally, it was found that promotional sessions positively impact the prescription behaviour of physicians. Conclusion: No major effects on prescription behaviour were found for most of the marketing activities performed by pharmaceutical companies, with exception for promotional sessions, that were found to have a positive impact on the prescription behaviour for naïve patients.
- The impact of B2B marketing on refrigeration industry : case study of Olitrem S.A and own brand MarecosPublication . Ferreira, Joana Edite Fraga; Celeste, Pedro Manuel Amador RodriguesAll of us, consumers of a large scale of products in our daily lives, are constantly being influenced by marketing strategies, often without realizing it. The strength of marketing in consumers has not gone unnoticed in the business world and the applicability of marketing in a business-to-business context has been gaining more and more space impacting customers and suppliers. Knowing that industrial equipment is unlikely to trigger emotions on its own, it is up to companies to create a business network where the value is recognized far beyond the product being purchased. The study was produced aiming to understand the external and internal vision of the company Olitrem and of the Industrial Refrigeration market where is inserted. It begins with the literature review of various themes related to strategic marketing; followed by a detailed analysis of the company and of the market in which operates; then, a market study is applied to customers in different segments and to members of the management in order to be able to cross data and draw conclusions that are finally presented together with several suggestions for future studies. About 8 phone calls were made with members of management from different departments to clarify internal and external points of view and online surveys were also conducted. For these, 8 members of the company were included (100% of response rate) and a total sample of 150 distribution channels customers received the survey but just 89 responses were obtained and from these, only 68 were considered valid.