Browsing by Issue Date, starting with "2022-07-04"
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- Developing a communication plan for Leonor Silva Jewellery in order to create brand awareness in PortugalPublication . Rodrigues, Ana Filipa Alves; Xavier, RuteThe following research aims to create a communication plan for Leonor Silva Jewellery to create brand awareness in Portugal. This brand is an author jewellery company inserted in the luxury market. A research was made by focusing on customers’ behaviour and the main factors that influence their purchases, followed by an analysis of notoriety and the relationship between the decisionmaking process and brand awareness when talking about a product with high customer involvement, as well as the relationship between communication and notoriety; then it was decided to analyse the concept of cluster and the advantages that the latter can bring, and Porter's Diamond Model. The methodology used to answer the investigation question was to elaborate Depth Interviews, and it used the Gioia Methodology in order to analyse qualitative research. We are able to obtain a classification made of six dimensions: the characterisation of the market, Luxury brands' promise, position, consumer identity, distributional channels and communication strategies. Furthermore, in order to analyse each dimension in a more detailed way, some relevant secondary data was present. Due to the difficulty of creating notoriety in Portugal to Author Jewellery, an international benchmark was performed for other European markets. This analysis explains that the strategies used internationally are similar to those adopted by Portuguese brands. However, there is more dissemination in these countries regarding a more significant number of specialised trade fairs and events.
- Digital asset management for homeowners in the german market : a business idea evaluation of a B2C digital asset management platformPublication . Graf, Marvin; Xavier, Rute Sofia BarbosaThe digital economy is already seen as a sophisticated part of the world’s economy with some industries being more and some being less advanced in terms of digitalization. With the real estate and construction industry seen as one of the less developed industries the idea of this research is to study why there have not been any digitalized management tools for privately owned and used properties. The study examines a structural equation model with different variables having an influence on the benefit added, adoption rate, and if users are willing to recommend the tool. The goal of the master’s thesis is to analyze and evaluate the feasibility of the business idea as well as shed light on if and how consumers are willing to adopt and recommend the product. The analyses show that people are open to try new ways of managing their homes and test if the new method will be useful to them. A digitalized property management tool is perceived as value creating and has a significant impact on the adoption. Homeowners need different factors to establish trust in the relationship with an online tool. People will mostly not recommend such a service to others. It can be concluded that the interest in such a business model is high and worth a try founding a venture. Nevertheless, the digital property management platform needs to be hypothesized and evaluated further through the lean start-up approach to get more practical insights.
- AITAD : development of a supply chain strategy for a start-up in the electronic manufacturing services industryPublication . Menz, Henrik; Xavier, RuteFounded in 2018, AITAD is a developer of embedded AI. Embedded AI represents a shift from cloud- to device-level artificial intelligence and, as a supply product, has the potential to fundamentally change end-product applications across a wide range of industries from consumer electronics to medical devices. To bring this radical innovation to market, however, AITAD faces a mammoth project: developing a supply chain in the incredibly complex and opaque microelectronics sector. This task is made even more difficult by recent supply chain collapses due to the covid-19 pandemic, as all players, global champions, and startups alike, are suffering from a shortage of electronic components. To overcome these difficulties, three considerations are key: AITAD's position as a supplier of a complex B2B system component, its role as a start-up company, and the unique requirements of the EMS-industry. Since academic research in this area is surprisingly weak, the underlying study examines eight case companies, some of them start-ups, some EMS-providers, and finds that the greatest common denominator in their geographic proximity to end customers. In addition, responsiveness and reliability are cited as the most important supply chain attributes. To achieve these, a radical focus on the differentiation factor by outsourcing production and procurement activities to a complementary partner is recommended. As smaller companies in the German EMS-industry are currently squeezed by larger companies aiming to penetrate lucrative market niches, this partnership has the potential to be beneficial for both the partner and AITAD.
- Single-case research on the business development of a B2B service company in the healthcare industryPublication . Lopalco, Francesco; Xavier, RuteThis dissertation project was made closely collaborating with a newly founded B2B service company trying to position itself in the multifaceted healthcare industry. The research starts by figuring out the best ways to help the business develop as it continues to grow during the making of the paper. Two approaches were proposed after the literature review. The first is a primary research approach, implemented to delve deep into the needs of the customers and the structure of the competitive landscape. The subsequent approach combines the primary data with secondary research to further define the market and elaborate on the challenges faced by the Company. The study found that the way to position in this complex ecosystem moves away from conventional schemes and should be done through an alternative path to service adoption. The secondary research provided additional insights into how various models can assist in estimating and analyzing the market. The dissertation provides clear recommendations for the Company, but also elaborates on how B2B service companies should be studied in an academic setting. From a practical standpoint, the Company was given highlights regarding the key aspects to focus on in terms of positioning and customer needs, then the Recommendations provide a more actionable proposal. Additionally, this paper discusses the most important factors to consider when conducting an academic study and exemplifies some of the more complex relationships that can be expected.
- Existe um direito à não existência? As wrongful life actions e o Regime da Responsabilidade CivilPublication . Dias, Ana Catarina da Silva; Guedes, António Agostinho Cardoso da ConceiçãoAs ações de “vida indevida” são alvo de discussão tanto na doutrina como na jurisprudência de diversos ordenamentos jurídicos pelos desafios que colocam ao Direito, em particular ao Instituto da Responsabilidade Civil. Desta forma, a presente dissertação pretende analisar a (in)admissibilidade destas ações, assim como ultrapassar algumas das objeções jurídicas que lhe são suscitadas, nomeadamente a ponderação de um direito à não existência.Para o efeito, procurar-se-á, em primeiro lugar, realizar uma abordagem teórico-conceitual com o intuito de distinguir e caracterizar as wrongful actions existentes; posteriormente, apresentar-se-á a evolução do tratamento jurisprudencial somente a respeito das wrongful life actions, mediante a exposição das decisões de tribunais mais marcantes; e, por fim, analisar-se-á a (in)admissibilidade das ações objeto de estudo à luz do regime jurídico da responsabilidade civil, concluindo-se pela sua aceitação e, também, pela inexistência de um direito a não nascer.
- How perceived rewards of loyalty programs influence consumers’ self-expansion and brand loyaltyPublication . Costa, Carolina Abrunhosa e Sousa Campos; Braga, João NizaAs customers, what rewards in Loyalty Programs impact our brand loyalty? How can managers design effective Loyalty Programs? What characteristics are crucial for a customer to see added value to be loyal to a specific brand? These are some questions that this dissertation investigates, as it becomes more important to understand how to create added value for customers in a world that is constantly evolving, and competition grows rapidly. One experimental 2x2 study asked participants to imagine they were part of a Loyalty Program from a sneakers and apparel brand. Where they were presented with one of the four reward scenarios – Direct Hedonic, Direct Utilitarian, Indirect Hedonic, and Indirect Utilitarian. It was found that reward type as influence on the all the dependent variables studied and reward fit only has impact on the brand relationship variable. Additionally, the impact of the type of reward on brand loyalty is mediated by consumers’ self-expansion. This research contributes to extending conclusions on the influence that different rewards will have on customers’ loyalty as it is becoming more important to have the right Customer Relationship Management tools to overcome the competition and invest the right resources in the correct manner.
- Conciliação entre o teletrabalho e a vida pessoal e familiar : uma meta-análise qualitativaPublication . Silva, Sara Castro; Oliveira, Eva Teresa Valente Dias de; Guimarães, Maria Isabel Gonçalves Guedes de CastroO presente trabalho tem como objetivo compreender de que forma é que os trabalhadores conciliam o teletrabalho e a vida pessoal e familiar. As questões da conciliação entre o teletrabalho e a vida pessoal e familiar já são analisadas há diversos anos, no entanto, têm surgido com maior relevância desde que todas as empresas foram obrigadas a exercer o teletrabalho em contexto pandémico. A elevada quantidade de estudos sobre o tema justificou a opção metodológica escolhida, a meta-análise qualitativa. Foi possível, assim, identificar, organizar e analisar artigos publicados entre os anos de 2016 e 2022. A investigação incidiu numa amostra de 24 artigos, selecionados de acordo com os critérios de exclusão e inclusão. Posteriormente procedeu-se a uma análise do conteúdo destes artigos. Os resultados sugerem que a forma como os teletrabalhadores conciliam o trabalho com a vida pessoal e familiar varia com o contexto no qual o teletrabalho se insere. Sobressaem dois tipos de contexto, um mais abrangente, aquele que é exterior à família e o próprio contexto familiar. A análise dos resultados parece indicar que estes dois contextos se relacionam e têm influência na forma como os teletrabalhadores conciliam o trabalho e a vida pessoal e familiar. O teletrabalho parece ter uma influência positiva no trabalhador quando o trabalhador reside longe da empresa para a qual trabalham. Contudo, verificou-se que em contexto pandémico estes benefícios não são tão evidentes, visto que o ambiente de trabalho tem de ser partilhado com o restante agregado familiar. Tendo em atenção a incerteza que esta diversidade de contextos acarreta para a conciliação entre o trabalho e a vida pessoal e familiar, o papel do departamento de Recursos Humanos parece ser determinante nesta relação. O potencial conflito entre o teletrabalho e a vida pessoal e familiar poderá ser mitigado através da definição de políticas e implementação de práticas amigas da família.
- The influence of social media feedback on consumers’ self-esteem and purchasing behaviourPublication . Dias, Catarina Isabel Rodrigues; Braga, João NizaThis dissertation not only aims to explore whether social media feedback influences the consumer’s purchasing decision, specifically on the preferences for products that are more or less threatening to the self, as to how social media influences their self-esteem, well-being, mood, feelings of depression and anxiety, self-affirmation and self-threat. Does social media influence consumers and their purchasing decision? According to Catriona Harvey-Jenner (2017), social media provides a short-term hype followed by a crashing low, meaning that, for example, it influences positively people to connect with others at a faster rate (Amedie, J., 2015; Subramanian, K., 2017), but its excessive usage time can become self threatening (Park & Maner, 2009). When it comes to purchasing luxury goods, consumers feel the need to justify themselves, maybe due to their feelings of guilt (Okada, 2005); thus, when its purchase is based upon a moral act, it reduces its negative self-attribution. Based on previous research, social media influences consumers' purchasing behaviour, for example, reading online customer reviews on hedonic or utilitarian products makes them buy more. As such, to assess how social media influence consumers, two different studies from Khan and Dhar (2006) were conducted. In both studies, participants were required to complete a task on the "number of likes" on a post. Additionally, in Study 1, they had to imagine themselves purchasing a pair of designer jeans and a vacuum cleaner (hedonic and utilitarian products, respectively) and, in Study 2, they were between two different pairs of sunglasses (hedonic and utilitarian).
- Kombucha: perception and future prospectsPublication . Batista, Patrícia; Penas, Maria Rodrigues; Pintado, Manuela; Oliveira-Silva, PatríciaBackground: Kombucha is an increasingly consumed product classified as a nutraceutical. Legislative efforts about these products remain confusing and without global harmonization. This natural product has been developed to improve or promote physical and mental health. However, it needs regulatory guidelines to control the production and guarantee the product’s efficacy and safety. Aim: The study intends to draw attention to the need for regulatory guidelines and the potential of this product in the market and peoples’ health. Key findings and conclusions: The lack of regulation and the low level of literacy about this product can limit its development, marketing, and impact on health. Thus, it is essential to highlight the potential value of this product and invest in its development and marketing. Likewise, it is important to spread awareness among the population of these products and their impacts on people’s health. Thus, this study focuses on a pertinent theme and alerts to the need for legislation for these products, to draw attention to the inexistent legislative control and the consequent need for regulatory guidelines for better and safer production and consumption.
- Distributing and promoting audiovisual works with blockchainPublication . Coelho, Inês RebandaThe purpose of this paper is to update information about research, with its first publication in 2018, named “Blockchain: A new way of distribution, promotion and improvement of the artistic, economic and cultural situation of a film in the EU”. The article covers the first phase of a study about blockchain technology used in audiovisual distribution platforms which started in 2017. This research included a study case about 14 decentralized blockchain platforms. Only eight are still workings: White Rabbit, JBOX, Ethereum Movie Venture, DECENT (Nahmii), Flixxo, Hubii Network, Singular DTV (Breaker), LBRY. This new paper updates information about the pros and cons of using decentralized blockchain platforms in audiovisual distribution by reporting the analysis made about the existing literature within Computer Science together with the observational study case of the mentioned platforms. It will also bring new information about smart contracts and NFTs, and highlight the main legal differences from the traditional way of distribution, in terms of efficiency and complexity of the processes. The latest was made through the examination of legal practices, codes, acts, directives and conventions of EU countries, since its need of being updated regarding digital exploitation of works and other questions seen as inadequate for this age. This study discusses the ways this new technology can contribute to a more adequate form of the legal approach to works protection and exploitation during the present digital era.
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