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- How can independent moviemakers survive in the digital age?Publication . Hadžiahmetovic, Hana; Leglise, LaureThe present thesis aims to answer the question of whether independent moviemakers can survive in the digital age. Having been faced with digitalization and the transformation of its core practices, the film industry was obliged to rethink its existing business models. This research demonstrates the threats (worsening financial situation of art-house cinemas, overwhelming expansion of choice), as well as opportunities (widening of distribution opportunities, cheaper marketing of indie content, diversifying cinematic offer). The findings of my research show that it is indeed possible for the independents to survive by combining the advantages that come from both online and offline sphere.
- Development of a business model for a B2B online media portal in GermanyPublication . Seeber, Jakob Klemens Nikolaus; Lino, Rute Sofia Barbosa XavierThe aim of this thesis was to validate the business idea of a startup: a B2B online media portal in Germany reporting on current and relevant news from the nonfood industry. For this purpose, a lean canvas business model, hypotheses and three research questions with the deepening into the areas of market, customer and revenue were developed to cover all components of a business model evaluation. For the elaboration, a qualitative research of eight semi-structured expert interviews and a comprehensive literature research were conducted. The results revealed that the existing market for online media portals in the nonfood industry is fragmented and unsaturated, and thus there is a need for the startup idea. Key attributes to further differentiate from competitors are free content, industry-focused reporting, regularity of new information (1-2 weekly), a modern user interface and a community section on the portal. The startup's main target group should be decision-makers in the retail sector, as they have a great need for the portal and also represent the most lucrative readership. These decision-makers are predominantly male, on average 48 years old and work mainly in the buying department of small and medium-sized companies. Paying customers of the portal are B2B stakeholders who want to present themselves to retailers through paid advertising on the startup's portal/newsletter. In addition, based on competitive pricing, user scaling, and a cost breakdown, an income statement was created indicating that the startup can be profitable with advertising revenue starting in the third year.
- The potential of mobility as a service to deliver sustainable value and implications for business modelsPublication . Rocha, Sofia Castelão; Bohnsack, RenéMobility is one of the greatest environmental challenges we face today. Therefore, there is increasing pressure to transition to a more sustainable urban mobility system, giving rise to Mobility-as-a-Service as a potential solution to reverse private car ownership. It consists of a digital interface that integrates existing transport modes and offers users the possibility to plan, book, and pay for upcoming trips. However, the complexity of this concept imposes several questions regarding its potential to deliver what it promises to. Therefore, the objective of this thesis is to understand the potential of this service to deliver sustainable value and the implication this has on its business models. The approach applied was qualitative exploratory research by conducting semi-structured interviews with industry experts. The findings reveal that the sustainability of Mobility-as-a-Service depends on (1) its ability to capture the segment of private car users to be profitable in the long run, (2) the extension of the public transport network with other forms of collective mobility to achieve social inclusion, and (3) the innovation of existing business models from vehicle suppliers and manufacturers to integrate environmentally sustainable objectives. Achieving these three goals requires stakeholders to engage in a reciprocal and mutually beneficial relationship. This research contributes to a holistic understanding of the ecosystem business model by considering the needs of key stakeholders.
- The (un)sustainability of fashion industry : fashion-on-demand as solution?Publication . Caetano, Letícia Meneses; Leglise, LaureNowadays, sustainability is the world’s agenda. The fashion industry is undoubtedly one of the industries with the biggest environmental impact and less sustainable. With the increasing environmental awareness, the pandemic and change of behaviors and lifestyle, the industry has looked to adapt to consumers’ needs, though these efforts are still insufficient. In order to fully address this issue, it is necessary to rethink and alter the fashion brands’ business models. This thesis focuses on the business model of fashion on-demand/made to order, which means that brands only start manufacturing the piece after the customer buys it, eliminating waste. The research question proposed by this paper is: “How can fashion brands implement the fashion-ondemand business model?”. To answer the research question, I conducted a comparative case study on two brands: Constança Entrudo and Campos. This thesis is useful for managers and brands that operate within the fashion industry, explaining how to implement it and providing the advantages and disadvantages of on-demand business model. The main findings demonstrate that in order to implement fashion-on-demand, brands have to adapt all areas and components of its business model, especially its value proposition and its key resources and partners.
- Key drivers and challenges to perform marketing analytics on it markets : a Fujitsu case studyPublication . Correia, Ricardo da Silva; Celeste, Pedro Manuel Amador RodriguesTo present a solution to measure marketing return on investment for Fujitsu’s global marketing community and identify the main challenges the company faces, this study starts by doing a literature review about data, its management and how it contributes to the leverage of marketing, focusing on marketing performance, its financial point of view and how marketing performance supportive systems should be approached. Subsequently, a contextualization of the global information technology market is done, having into consideration the most representative segment for Fujitsu, the services segment. Afterwards, an internal analysis of Fujitsu is made since its beginning to the current organizational structure and its financial results. Finally, a global marketing department contextualization is done, considering how it contributes to the business and intends to support Fujitsu’s strategy. The way the Group is tackling the COVID-19 pandemic is also taken into consideration as well as an external analysis on how the company is performing. Having as the main goal supporting the global marketing community, this study presents as the last subject, a solution on measuring marketing return on investment, having as a baseline the company’s challenges. For this matter, it’s taken into consideration a real study case approach.
- The legitimizationof the use of neuromarketing by food companiesPublication . Köhler, Katharina-Luise Maria; Leglise, LaureThe objective of this thesis is to understand the usage of neuromarketing byfood companiesand to answer the following researchquestion: How do food companieslegitimizethe use of neuromarketing?To answer the researchquestion, I conducted a comparative case study. The findings show theunderstanding of the companies’current marketing strategy and determines the evolvement they took in form of neuromarketing. Using Neuromarketing changed their marketing strategy and helped understand their consumers and adapt their strategyaccordingly. This established understanding the current trends such as the importance of being sustainable to the consumers. The interviews also showed me the gap between reality and expectations in their brand communication to their consumer’s vs. intheir company. The findings revealed the current status and gave room for future recommendations.
- IT productivity discrepancies : impact on job satisfaction, motivation and burnout, in multigenerational employeesPublication . Almeida, Mariana Pereira de; Yao, Jingxian2022 is the year where most of those born in 2004 finish their senior year of high school and are eligible to enter the job market legally, without the need of permission from a tutor. These freshly made 18-year-olds may still seem like children in our eyes, but they are bound to leave TikTok and enter our companies, becoming our peers. Is the workplace ready for the new generation? Can the older ones work well with Gen Z? Are they somewhat on the same IT level? In the present Master thesis, “IT Productivity Discrepancies: Impact on Job Satisfaction, Motivation and Burnout, in Multigenerational Employees” by Mariana Almeida, the objective is to understand how working alongside coworkers from another generation, who have a different level of IT friendliness, influence employees’ job satisfaction, motivation, and Burnout. Further, the thesis examines whether Gen Z and older generations react to such scenarios differently. Through the quantitative study conducted, results show that indeed IT productivity discrepancies influence one’s satisfaction and motivation towards their job, making them more prone to suffer from Burnout. This influence is shown by a positive or negative emotional outcome and here it was found that the younger cohort experiences more negative emotions, thus less satisfaction and motivation, and are more prone to develop BOS than older cohorts.
- Consumers’ perception on companies who have a social purpose : the role of influencersPublication . Ferreira, Francisca Pinto; Bicho, Marta Liliana NunesThe purpose of this dissertation is to analyze consumer’s responses – mainly purchase intention (PI), willingness to pay (WTP) and perceived quality (PQ) – on companies with social purposes, when confronted with an influencer’s opinion or with an influencer’s advertisement, accounting for the mediating role of brand personality (BP). For that, a quantitative experiment was performed, using an online survey, to test the hypotheses formulated in the study. Data was analyzed using independent samples t-tests and the SPSS PROCESS macro to test brand personality’s mediating role. Findings suggest that consumers form different perceptions when confronted with an opinion and when confronted with an advertisement. Mediated by brand personality, purchase intentions, willingness to pay and perceived quality are higher for the influencer’s opinion. This study contributes for research in the consumer behavior, influencer marketing and companies with social purpose field, showing the mediating role of brand personality on consumer’s responses, providing guidance for influencer marketing users.
- Management skills and strategy adaptation in a digital innovative remote co-working environment in banking service : a success story or a lost opportunity?Publication . Lourenço, Belinda Jil Carreira; Celeste, Pedro Manuel Amador RodriguesCompanies have thrived with technological evolution throughout history and more specifically with Digital Innovation in the nearest future. Developing strategies and business in alignment with an ever more demanding client, focusing on costumer journey and full featured dedicated customer experience. Management skills which have been crucial for this engagement, are now being put into question in one of the most challenging endeavors ever. Going through a worldwide pandemic and having most of companies’ workforce change from a social shared workplace to an isolated home office environment, in an amazingly short period of time, create an unprecedent need to urgently look at management tools, processes, skills and policies. To help focus the study in hand, novobanco, a Portuguese Bank of reference, shall be used as the main support for the research investigation data collection, with statistical analysis based upon anonymous data, attained from various sources, namely, through surveys within different business and technical areas.
- Building an open innovation program between universities and corporate partners in Brazil through an online entrepreneurship platformPublication . Villardi, Luiza Melo; Bohnsack, RenéCoined in 2003 by Henry Chesbrough, the concept of open innovation consists in the idea that innovation can also take place outside the company, either with start-ups, students, professors, and others. It can be developed in many different ways, including open innovation programs with university students, seen as a group always up to date with new trends and technologies. However, there are many bureaucracies involving the partnership between these two stakeholders. Therefore, a need arises to try to reduce these bureaucratic issues and allow the development of innovative ideas of products and services to companies. In order to do so, this thesis included extensive research about the insights of the stakeholders involved through eighteen interviews as well as the related literature to develop a blended open innovation program applicable to Brazilian universities and companies. As a country with great potential to innovation, Brazil was chosen due to the lack of wellestablished programs of this kind with potential to scale. When talking about scalability, it is important that the program is supported by a platform with capability to allow the interaction between stakeholders, with Venturely being the chosen one for this purpose. The results of this dissertation contributed to the creation of a synthetized prototype of a blended open innovation program between companies and universities in Brazil