Browsing by Issue Date, starting with "2023-10-16"
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- Unwrapping the mystery : exploring the effects of revealing surprise purchasesPublication . Sauer, Thora Delice Marie; Mendonça, CristinaMystery deals are gaining more popularity as a marketing strategy. When selling a mystery deal, companies deliberately limit the amount of information regarding their products or services intending to arouse consumer curiosity, capture their interest, and generate the desire to find out more about the offer through making a purchase. This study aims to investigate not only how curiosity, expectations, and evaluation of the product and other feelings of customers impact the buying process of a mystery product before the reveal of the mystery, but also in particular how these factors and feelings of the customers develop and influence each other through the buying process. Consequently, the influence of resolving the mystery on consumers' perceptions was also included and a significant part of this investigation. This study reveals that curiosity positively influences initial expectations and functional values before and after the reveal. The research also highlights a decline in product expectations and activity satisfaction post-reveal, urging caution for organizations using mystery deals as a marketing strategy. Importantly, positive activity satisfaction post-reveal enhances customer satisfaction and positively impacts brand perception, underscoring the long-term benefits of mystery box purchases.
- Adesivos de biomonitorização sem fios e arquitetura de cama inteligente : o caminho para a autonomia do pacientePublication . Ferreira, Bruno Alexandre da Silva; Mesquita, José Miguel Ferreira Dinis deEste relatório sintetiza a experiência de estágio na Glintt, empresa líder em tecnologia da informação na área de saúde, de março a junho de 2023, focando na fase final de validação do projeto WoW, liderado pela empresa. O WoW é um dispositivo inovador de monitorização remota de saúde sem fios, visando resolver a limitação de mobilidade dos utentes no hospital e abrir caminho para melhores cuidados domiciliários, revolucionando a saúde digital. A abordagem envolveu a criação de adesivos de biomonitorização, que captam a resposta fisiológica do corpo, medindo os sinais vitais e os movimentos dos doentes. Estes wearables tiram partido de tecnologia Bluetooth para permitir uma comunicação sem fios e a transmissão de dados em tempo real. Para tal, foi implementada uma unidade IoT inteligente nas camas dos pacientes, para recolha e transmissão de dados. A integração dos dados apurados foi realizada através do software hospitalar Globalcare, seguindo o padrão FHIR para garantir a interoperabilidade com outros sistemas de informação. Os testes clínicos realizados e o feedback dos voluntários e profissionais de saúde foi crucial no aperfeiçoamento das diversas componentes para obter uma solução final funcional. A colaboração multidisciplinar entre engenheiros e profissionais de saúde foi essencial ao sucesso do projeto, pelo que nesta curta estadia se tornou evidente a importância da comunicação e do trabalho em equipa na resolução de problemas e na procura por soluções inovadoras. Os resultados obtidos demonstraram o potencial transformador do novo sistema, permitindo uma monitorização contínua dos pacientes simples e fiável, aumentando a comodidade dos utilizadores comparando com sistemas convencionais. Em suma, esta experiência de estágio foi enriquecedora e providenciou a oportunidade de contribuir para uma solução inovadora na otimização dos cuidados de saúde. Apesar dos desafios decorrentes, o foco na melhoria contínua permitiu que o conceito WoW se tornasse tangível e viável, provavelmente tendo um futuro promissor na substituição dos aparelhos tradicionais.
- Navigating the digital highway : a case study of Volkswagen group’s Cariad and a make-or-buy decisionPublication . Callecchia, Lorenzo Giovanni Castrovinci; Guedes, Nuno MagalhãesThis Case Study is about the Volkswagen group and its subsidiary Cariad. Volkswagen is one of the worldwide biggest original equipment manufacturers groups in the automotive industry. Since the automotive industry is affected by the digital transformation VW must face several challenges to remain competitive. In the wake of digitalization, automobile manufacturers around the world are trying to develop a software to enable cars to drive autonomously. Autonomous driving vehicles seems to be the big innovation that the digitalization brings into the automotive industry. Due to the increased demand for digital products, Volkswagen established Cariad in 2019 to concentrate the group's research and development department and provide its brands with innovations for software-driven vehicles. However, lacking in software development expertise the company faced a make-or-buy decision regarding its development for self-driving cars. The options are to develop it in-house, enter joint developments or to buy the software as soon as the market permits. The Dissertation includes a Literature Review of topics related to the issues raised by the Case Study such as disruptive innovation, vertical integration, and transaction cost theory. Furthermore, a Teaching Note is offered to assist instructors in in-class discussions, evaluating the impact of digitalization on VW and its strategic approach for a successful digital transformation.
- Survivorship factors : sources of success for German startupsPublication . Wiedemann, Felix; Rajsingh, PeterThe German startup environment has been living through turbulent times in recent years. With macroeconomic uncertainties as well as political discussion about a greater focus on startups. Through these turbulent times, certain success factors have emerged for successful startups. These commonalities ensure startups successful business operations through certain internal as well as external success factors. This work identifies those success factors and the influence of personal characteristics on startup intentions in Germany. This was done using a mixed-methods approach of quantitative and qualitative data captured through an online survey, semi-structured expert interviews, and a thorough literature review. Overall, the survey showed that startup intentions are only shaped by certain personality traits and rather rely on personal circumstances of the person like entrepreneurial activity in the family or the possibility to draw inspiration from success stories. Experts unanimously agreed on access to capital as the main success factors of startups in Germany. But other relevant factors being the experience of the founder, the team he/she can build around him/her and the product they build for a market with maximum potential. Overall, Germany has the best prerequisites for building a successful startup ecosystem. However, political reforms and a cultural shift are essential to make the scene more competitive for the future.
- The effect of price changes on the box office for the cinema industry : results from randomized field experimentPublication . Chalaça, Mariana dos Santos; Reis, FilipaThe cinema industry is a highly competitive and dynamic market. Due to the features of the market, price changes have shown a growing interest in this sector. These strategies profoundly influence consumer behavior, consumption, and, consequently, box office revenue. Previous research has found a negative influence on the relationship of price with revenue. This thesis will deliver the primary outcomes of a field randomized experiment conceived to examine the effect of price changes on revenue inside the cinema industry. The experiment consisted of varying ticket prices for different rooms, with some rooms serving as control groups. For the data to be categorized as reliable, accurate, reliable and ensure robust outcomes, there was the need to prepare the data. Four regression models were built on understanding demand and revenue elasticity in the cinema theatre, examining the relationship between the number of tickets sold and price and revenue and price. Two simple regression models were created one for each result and two for multiple regression (expansion of simple regressions with adding covariates). These findings contribute to expanding the knowledge inside the industry. The results from this study will be a worthy resource not only inside the cinema industry but also for future analyses on consumption, dynamic prices, and the decision-making process of other industries.
- Orvalho Cork : will the company float? Industry life cycle and strategies to avoid commoditizationPublication . Orvalho, João Maria Fernandes Canteiro Beatriz; Guedes, Nuno MagalhãesThis Case Study focuses on the challenges faced by Orvalho Cork, a small company in the cork industry owned by a couple of entrepreneurs who transformed cork into granulated cork. Once thriving, the cork industry has experienced a noticeable decline in recent years due to commoditization and a shift in consumer preferences to substitute materials. This study begins with an overview of Orvalho Cork and its first positive years, their operations and the environment of the cork industry as well as highlighting the factors contributing to the companies’ decline in 2019. It covers specific challenges faced by the company, including plummeting demand, increases in costs and commoditization. Orvalho Cork and the cork industry provide a great example of how managers should adapt to the business context and the current phase of the industry life cycle in order to remain profitable. This Dissertation includes a Literature Review about the impact of the decline phase on the industry and the impact commoditization has on the business environment. It addresses the main factors affecting this industry as well as strategies to prevent commoditization like, differentiation, servicing and branding. It also offers an analysis of key issues of the Case in the Teaching Notes section to help instructors to prepare the in-class discussion and provide an educational exploration with the students.
- Interior Design Dreyer : a business model in need of new coatingPublication . Wagner, Maya; Guedes, Nuno MagalhãesThis Case Study tells the story of Interior Design Dreyer, a small German family business in the third generation. They started as a simple provider of paintworks and over the years adopted a differentiation strategy focusing on customized services. Today, they find themselves positioned as a premium service provider for a niche market of customers. The industry of craftsmanship has been severely struggling with a shortage of skilled workers in the past years which represents a threat to the company’s survival. The current operational strategy is based on specifically trained master painters who are a scarcity. Moreover, the company lacks a family-internal successor. Readers will obtain an understanding of the dynamics in small family businesses. It allows studying a business model from a traditional industry that has been evolving over almost a century and is now confronted with the lifetime and scarcity of its most important Key Success Factors. The Literature Review discusses whether an academization is responsible for the staff shortage, provides leadership implications in modern companies, and highlights conditions for succession planning. The Teaching Note serves as a guideline for how to approach a case analysis in Management and Business Strategy classes. The goal of this Dissertation is to emphasize the importance of alignment in business intent, organizational structure, and operational strategy.
- Consumer behaviour towards spirits products : analysis of the French consumer’s choice of Polish vodkaPublication . Chlabicz, Bartlomiej Piotr; Chmielewski, KrzysztofThe aim of the study was to investigate French consumers’ perceptions of their vodka preferences, with particular reference to Polish vodka brands and their recognition by the French population. Chapter I of the paper presents the theoretical background including the definition of consumer behaviour, the role of the country of origin and brand recognition together with the legal framework defining vodka in the European Union and selected countries of the world. In the chapter II, the general trends of the global and European spirits market with a focus on the vodka segment, as well as market potentials and barriers are presented. Finally, consumer trends in the market and their development directions are described in detail and classified thematically. Chapter III details the methodology of the research approach including the research questions and their objectives. Chapter IV is a comprehensive presentation of the survey results and outlines the trends evident from the survey data. Chapter V summarises the research findings and market trends in the context of consumer choice. It also treats the practical dimension of research in the form of the main conclusions with managerial implications implemented. The chapter also indicates areas for future research are described to make the research dimension broader and deeper and more effective.
- The effect of communicating via organic and paid social media, on Instagram, on customers’ intention to visit storesPublication . Vergano, Alessandra; Vafainia, SaeidMy master thesis studies the effect of different types of communication on Instagram on a consumer’s willingness to visit the physical store. The types of communication that are investigated are paid and organic. The difference in the response to the type of communication between the fashion industry and electronic industry are also investigated. The objective of this thesis is to recommend to companies which type of communication on Instagram they should use and how differently should be used based on the industry. This research offers insights into a topic that has not been extensively investigated by academicians. The research in this master’s thesis is conducted via an online survey that was answered by 188 respondents. Each respondent based on their answer to a selection question were assigned to different scenarios and were invited to imagine to be in a particular situation and indicate their willingness to visit the store. There were two different types of communication and two industries, which resulted in 4 different scenarios to which respondents have been assigned to only one out of four. The results indicate that in general consumers are most likely to visit the store when the communication on Instagram is organic, meaning that customers already follow the brand page. A combination of the type of communication and the industry results in consumers being more likely to visit the store when the communication about fashion brands is via organic and communication about electronic is via paid communication.
- Value co-creation in the service recovery : an investigation of the effects on consumer perceptions and behavior in the airline industryPublication . Lanz, Simon Felix; Costa, Cláudia Isabel de SousaAlthough previous research has been highlighting the relevance of co-creation to create products that are closer to what customers want, the co-creation in a service recovery setting has not been investigated that deeply. Especially in a co-creation context, papers often discuss the relevance for new product innovations. However, this has not been evaluated this thoroughly in the service industry. For this reason, the purpose of this thesis is to measure and analyze the impact of co-created service recovery on customer satisfaction and illingness to recommend a company’s services as well as loyalty. To test our hypotheses, we developed an online survey with two different scenarios participants were exposed to. In one scenario, participants were facing a scenario in which the service recovery was not co-created, in the other scenario it was. In total, 148 responses could be collected amongst different demographics and backgrounds. Our results show that co-created service recovery significantly improves the customer satisfaction, compared to settings where no co-creation is involved. Additionally, our model shows that customer satisfaction is a mediator of the impact of co-created service recovery and consumers’ willingness to recommend. Lastly, a moderating effect of brand loyalty between the co-created service recovery and customer satisfaction was evaluated, which could – against our expectations – not be confirmed. Overall, this paper suggests the consideration of co-creation in the service recovery process, which can help boost elements like customer satisfaction and the willingness to recommend.
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