CLSBE - Dissertações de Mestrado / Master Dissertations
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- Assessing the fair value of Fielmann AG : an equity valuation approachPublication . Bernsmann, Malte; Martins, José TudelaThis thesis presents an equity valuation of Fielmann AG as of December 31, 2025. The analysis applies a Discounted Cash Flow model as the primary valuation method, complemented by relative valuation based on a peer group of comparable companies. Sensitivity analyses are conducted to examine the impact of key assumptions such as revenue growth, discount rates, and terminal value estimations. The study further discusses alternative valuation approaches, including the Adjusted Present Value, Dividend Discount Model, and Residual Income methods, but concludes that they are less suitable for Fielmann AG’s business model. The Discounted Cash Flow method yields an implied share price of €60.65, about 7% above the market price as of June 30, 2025, supported by conservative growth and discounting assumptions. relative valuation produces a wide range, but its average of €62.20 supports the Discounted Cash Flow method result. The convergence of methods supports a target price of €61.43, implying an 8.3% upside. Given the limited upside potential, the findings support a HOLD recommendation, while Fielmann AG’s strong competitive position in the DACH region, resilient vertically integrated model, and international growth prospects still suggest an attractive risk-return profile in a volatile market environment.
- Attitudes on digital health among health professionals in the EU : an inquiry on doctors’ attitudes on electronic health record systems in GermanyPublication . Nöldge, Darius-Alexander; Martins, HenriqueDigital health is growing rapidly in Europe, driven by legislation at both EU and national levels and supported by various action plans of international and national organisations. Electronic Health Record (EHR) systems are central to this shift, aimed at improving the efficiency, accuracy, and accessibility of healthcare data. However, the motivation of healthcare professionals to adopt these systems, and the factors influencing their attitudes, remain underresearched. This is particularly true in Germany, where the recent "Gesetz zur Beschleunigung des Digitalen Gesundheitswesens" (DigiG) has brought significant changes, including the handling of EHR systems like the "elektronische Patientenakte" (ePA). This thesis addresses the gap in research on doctors' motivation to use EHR systems, focusing on Germany. It provides background on recent EHR developments and motivational theory, analysing the DigiG in this context. A qualitative survey of 35 German doctors was conducted to explore their motivation regarding the ePA and DigiG. The findings highlight several concerns doctors have about the ePA, for instance technical infrastructure shortcomings, which negatively impact their motivation. Notably, factors such as specialization and cultural background play a role in shaping these attitudes. Additionally, many doctors lack knowledge about the DigiG, which has further negative implications. Based on these insights, the thesis presents a new model explaining how legislation can shape motivation, going beyond the scope of digital health. Furthermore, it discusses various implications for healthcare management and digital health education to shape professionals' motivation to utilize EHR systems and digital health applications in general.
- Authenticity-based consumer responses : do individualistic or group-affiliating messages in Instagram advertisements enhance gen Z's perception of personal authenticity?Publication . Geinez, Anita; Braga, João NizaThe growing interest in consumers perception of authenticity results from the fact that it does not only result in higher psychological wellbeing and health but also has established a crucial competitive advantage for brands aiming at building strong relationships. Especially members of Gen Z are characterised by their demand for authenticity.The present study explores how individualistic and group-affiliating advertisements on Instagram impact Gen Z's perceived personal authenticity and consumer responses. Utilizing a 2x2 between subjects design (social belonging priming: inclusion/exclusion advertisement message: individualistic/group-affiliating) with 123 participants, the research reveals a significant interaction. Socially excluded Gen Z members reported higher personal authenticity, expected pleasure, and purchase intention with group-affiliating advertisements, while socially included individuals benefited from individualistic messages. Group-affiliating advertisements also drove higher sharing intentions across both social belonging conditions. Importantly, perceived personal authenticity is positively correlated with purchase intention. Therefore, it lastly influences tangible business outcomes.
- Between promise and practice : work-life balance policy decoupling in consultingPublication . Kirchberg, Marlene Wichtrud; Fioravante, RosaTo attract top talent, organizations such as consulting promote work-life balance (WLB) policies. Yet, despite public commitments, ongoing reports about employee dissatisfaction suggest a gap between effort and outcome. This study investigates how WLB policies align, or fail to align, with the lived experiences of consultants and examines how organizations can prevent both policy-practice and means-ends decoupling. The study adopts an inductive approach, relying on a qualitative methodology, using Gioia methodology for data analysis. The database has gathered qualitative interviews with consultants and HR personnel to explore the ethical and organizational dynamics at play. Findings reveal that WLB remains more exception than norm, with weak policy design facilitating decoupling. The findings indicate low awareness of WLB policies, limited usage, and, even when used, a failure to achieve the intended outcomes. The study discusses internalized “client-first” as a form of decoupling and the prevention of such as a key lever for organizations. It contributes to the literature on WLB within business ethics scholarship, by uncovering how internalized professional norms and organizational inaction jointly contribute to the ethical failure of WLB policy implementation. This study contributes to decoupling literature by adding a novel empirical application in the consulting sector and in the context of WLB policies, offering insights into previously neglected prevention mechanisms, and uncovering internalized beliefs as a sign of decoupling. Practically, the study identifies top-down communication and role-modelling by managers as suitable prevention measures to challenge the client-first norm, thereby helping to ensure WLB policies move beyond symbolic compliance.
- Beyond the pill : how digital therapeutics are shaping the future of pharmaPublication . Cardoso, Ana Catarina Barroso; Martins, HenriqueThe pharmaceutical industry faces growing pressure to innovate beyond traditional drug development. Digital Therapeutics (DTx) have emerged as a transformative force, offering software-driven medical interventions that complement or replace pharmacological therapies. This thesis systematically reviewed 23 studies, selected from an initial pool of 186 articles identified using keywords such as “Digital Therapeutics”, “Pharmaceutical Industry”, and “Healthcare Innovation”. The final selection included randomized controlled trials, systematic reviews, and meta-analyses, analyzed using the PICOS framework. This study aims to provide a comprehensive analysis of the challenges and opportunities surrounding DTx adoption. The results demonstrate that DTx significantly improve patient outcomes. For chronic conditions like diabetes and cardiovascular diseases, DTx enhanced adherence, reduced hospital readmissions, and achieved cost savings. In mental health, DTx fostered engagement and reduced stigma through remote, patient-centered care. Blended care models, integrating DTx with traditional treatments, proved effective in optimizing therapeutic adherence and outcomes. However, critical challenges remain. Regulatory fragmentation, the need for robust clinical validation, and fragmented reimbursement systems hinder adoption. Nevertheless, pharmaceutical companies are investing in DTx through technology partnerships, AI-driven platforms, and subscription-based models, addressing barriers and scaling solutions effectively. This thesis underscores the transformative potential of DTx in reshaping healthcare delivery. By overcoming barriers, DTx can enhance accessibility, efficiency, and personalization, offering scalable solutions poised to revolutionize the pharmaceutical industry.
- Catch me if you can : sustainability meets airport expansion: case study with Vienna airportPublication . Mewes, Frederik Wedig; Moreira, SérgioThis dissertation explores the concept of socially sustainable and responsible airport expansion through a case study of Vienna International Airport’s planned third runway. The dissertation develops a master plan grounded in international standards, including the International Finance Corporation (IFC) Performance Standards (PS), Environmental, Health, and Safety (EHS) Guidelines, and International Civil Aviation Organization (ICAO) recommendations, combined with best practices from the aviation industry. A gap analysis evaluates the alignment of Vienna Airport’s social management measures with this master plan to identify strengths, gaps, and opportunities for improvement. The gap analysis reveals that Vienna Airport has implemented numerous measures exceeding legal requirements, such as proactive community engagement through the Dialog Forum (DF), comprehensive noise protection programs, and transparent grievance mechanisms. These initiatives position Vienna Airport as a potential best-practice model for socially responsible airport expansions. However, some gaps remain in areas such as resettlement planning, long-term health impact mitigation, and modern communication strategies like social media engagement. Recommendations for Vienna Airport also include enhancing transparency, developing a Community Health Action Plan, and strengthening resettlement and integration programs. This thesis concludes that Vienna Airport’s approach can serve as an excellent foundation for best practices in socially sustainable airport expansions, particularly with the integration of the proposed recommendations to further align its measures with global standards of social responsibility. While the master plan provides a robust framework for addressing social impacts, its applicability may be limited in regions with less stringent social commitments, highlighting the challenges of global standardization.
- Comparing the effectiveness of default, framing, and social norm nudges on charitable giving and donor happiness : an experimental studyPublication . Strziga, Lucas Maximilian; Fernandes, DanielThis study investigates how behavioral nudges can support charitable fundraising to overcome the challenge of gathering funds by comparing their effectiveness on donation behavior and donor happiness. Although the impact of individual nudges has been widely studied, limited research explores their comparison under identical, neutral conditions. Moreover, the isolated effects on donor happiness remains unexplored, carrying potential ethical and long-term retention implications. To address this gap, the study compared default, framing, and social norm nudges under identical neutral conditions exploring their isolated effects on donation amount, participation rate, and donor happiness. A quantitative between-subject online experiment (N=408) was conducted. Participants were randomly assigned to one of four conditions (control, default, framing, or social norm) and asked how much of a 50¬ Amazon gift card prize they would like to donate, followed by a self-report of their post-donation mood. The analyzed results showed no significant difference between conditions on donation amount, participation rates, or donor happiness. Independent of the nudge types a high baseline donation rate and a significant correlation between higher donation amounts and increased happiness was registered. These findings suggest that the isolated effects of nudges are weaker than previously assumed and that their power potentially derives from underlying contextual or psychological mechanisms. Hence, their effect may not originate from the nudge itself but from its ability to combine and convey different contextual and psychological cues.
- Consumer adoption intention in wearable fitness devices : the role of changing pricing modelsPublication . Probst, Moritz Cyril; Borges, MónicaThe wearable fitness device market is currently undergoing a transformation from traditional ownership-based pricing models to subscription-based pricing models. This study examines how these pricing models affect price value, a key determinant of consumer adoption intention as defined by the UTAUT2 framework. A quantitative survey of 265 valid respondents was conducted to assess price value perceptions across three key dimensions that differentiate the pricing models: the amplitude of the initial investment, periodic pricing, and the potential for higher cost of subscription-based models. The results show no significant impact of the initial investment or periodic pricing on price value perceptions, challenging previous research suggesting that subscription models offer benefits through lower barriers to entry and temporal framing. However, when considering the potentially higher cost of subscriptions, subscription based pricing models showed lower price value perceptions. This suggests that ownership based pricing may provide a strategic advantage in driving consumer adoption. Nonetheless, it was acknowledged that the perceptual drawbacks of subscription models may be offset by their operational and financial benefits for businesses, depending on their objectives. This study contributes to the academic literature by improving the understanding of cost perceptions in the wearable fitness device market and highlights the need for future research to refine methodologies and to include more diverse samples to increase generalizability.
- Convenience over functionality : the impact of anxiety on consumer financial decision-making behaviors in university studentsPublication . Ehrenbrandtner, Ingrid Anna; Mendonça, CristinaIn recent decades, growing attention has been paid to the role of emotions in financial decisionmaking. Anxiety, in particular, has emerged as a significant factor influencing consumer spending behaviors. Using a survey-based methodology, in this thesis I examine the impact of state anxiety and financial anxiety on convenience-seeking spending among university students and explore how financial anxiety influences the relationship between state anxiety and spending behaviors. The findings of this dissertation demonstrate that state anxiety increases convenience-seeking spending while reducing functional spending, with financial anxiety showing an even stronger influence. An exploratory mediation analysis further reveals that financial anxiety mediates the relationship between state anxiety and convenience-seeking spending, highlighting its role as a key mechanism linking broader emotional states to financial behaviors. Consequently, this thesis contributes to a better understanding of the relationship between anxiety and consumer financial decision-making, distinguishing the effects of state and financial anxiety on specific spending patterns. By addressing these dynamics, this research provides a foundation for future studies and interventions to mitigate anxiety-driven financial behaviors and support more informed decision-making.
- Customer engagement and loyalty programs in health insurance : implementation conceptsPublication . Kölln, Leonard Valentin; Xavier, RuteCustomer engagement in the health insurance industry remains a challenge due to limited interaction between customers and providers. Unlike other industries such as financial, hospitality, or the retail industry where frequent transactions foster engagement, health insurers must find innovative ways to build long-term relationships with their clients. This study examines how loyalty programs and gamification can enhance customer engagement, with a focus on AdvanceCare, a third-party administrator for health insurance services. Through a quantitative survey of a total of 199 respondents, this research investigates consumer perceptions of loylty programs and digitial engagement strategies. The results show that customers are more likely to interact with their insurance provider when offered finanical or customizable rewards that align with their personal needs. Additionally, gamification elements singnificantly increase engagement with mobile applications of insurers. Respondents indicated a higher willingess to participate in health-related initiatives when interactive elements were incorporated. These findings suggest that traditional financial incentives my be sufficient for a younger audience to maintain long-term customer engagement. Hoewever the integration with digital tools to encourage active participation can create a more engaging customer experience. The study highlights the importance of personalization, accessibility, and interactivity in fostering stronger customer relationship in the health insurance industry. From a managerial perspective, insurers should design programs that provide meaningful incentives that encourage regular interactions and offer flexible pathways. Future research should explore more in-depth the preferences in rewards to foster long-term customer retention and overall satisfaction in the health insurance sector.