CLSBE - Dissertações de Mestrado / Master Dissertations
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Browsing CLSBE - Dissertações de Mestrado / Master Dissertations by Sustainable Development Goals (SDG) "04:Educação de Qualidade"
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- Adoption of AI tools in software development in Germany : curse or blessing for the SME sector?Publication . Blischke, Robin; Rajsingh, PeterThis study investigated the adoption of Artificial Intelligence (AI) tools in Germany's software development sector, focusing on small and medium-sized enterprises (SMEs). AI technologies are reshaping the industry, presenting opportunities and challenges. Using a mixed-methods approach, including 14 expert interviews and a survey of 262 participants, the research identified key factors affected by AI adoption, such as efficiency gains, code quality, competitive pressure, security risks, organizational readiness, technical debt, and ethical concerns. These factors were identified through a literature review, tested via expert interviews, and validated through a survey, adhering to the principle of triangulation. Currently, AI adoption in German SMEs remains in its infancy, primarily focused on enhancing productivity in routine tasks, with strategic integration still limited. Expert insights highlighted SMEs' agility in deploying off-the-shelf AI tools but noted constraints from limited resources and technical expertise. In contrast, large enterprises (LEs) leverage robust infrastructure and R&D investments for more comprehensive AI integration. While AI tools were viewed as an efficiency innovation, findings indicated their disruptive potential to democratize coding, bridge skill gaps, and drive long-term transformations. However, systemic barriers, including security vulnerabilities, ethical dilemmas, and insufficient organizational readiness, continue to hinder widespread adoption. By integrating dynamic capabilities and innovation theories, this research extrapolated AI’s trajectory from incremental efficiency gains to disruptive innovation, fundamentally altering workflows and competitive dynamics. The study offers actionable recommendations to foster readiness, address ethical and security concerns, and promote targeted upskilling for a transformative future.
- AI-driven role transformation and integration : a study on potential and actual impact in sport organizationsPublication . Martin, Jeffrey; Fioravante, RosaIn an era where artificial intelligence (AI) is reshaping industries, the impact of AI on sports organizations is still under-researched, particularly in terms of how it is changing professional roles and decision-making processes. This study looks at the dynamics of AI integration in the sports sector and uses a qualitative approach using the Gioia method to gain new insights into workforce transformation. It reveals that while AI significantly increases operational efficiency through the automation of routine tasks such as data analysis and video tagging, its adoption is being held back by persistent financial, technical and cultural barriers. The findings highlight an urgent need for hybrid skills that combine technical proficiency with domain-specific knowledge, underscoring the urgent requirement for workforce adaptation. This research not only contributes to the academic discourse on AI and organizational change but also provides a strategic framework for sports management practitioners by highlighting the balance between exploiting technological advances and protecting invaluable human expertise. By addressing these key issues, the study identifies ways to navigate the evolving landscape of AI in sport, with implications that extend across a multitude of data-driven industries.
- All for one or one for all? : an investigation of obstacles to adoption of decentralized technologies in supply chainsPublication . Binder, Paul Henrik; Ilseven, EkinDigital transformation of supply chains changes how businesses operate and plan. While some businesses use data-driven methods to gain a competitive edge, others improve practices for efficiency. Businesses today need to decide between centralized and decentralized technologies to improve security and transparency. Therefore, organizational barriers often cause these technologies to fall short of their potential. This study explores at the main obstacles to supply chain managements use of digital technologies. Eleven managers from small and medium-sized businesses (SMEs) and multinational corporations (MNCs) were interviewed as part of a qualitative study guided by the Gioia approach. Yet companies prioritize technologies based on their ease of integration, scalability, and efficiency, according to the research. While MNCs frequently use Enterprise Resource Planning (ERP) systems, SMEs still use manual tracking methods like Excel. Blockchain is recognized for its potential to enhance transparency, but the high costs, the technical complexity and low adoption rates show significant challenges. To overcome these obstacles, businesses need to create comprehensive implementation strategies that go beyond technology and include organizational alignment and process adaption for staff training. Furthermore, rather than concentrating only on short-term efficiency improvements, companies should review performance evaluation frameworks to include long-term advantages like robustness. This study contributes to existing literature by demonstrating that organizational and strategic misalignments rather than technical limitations are the primary obstacles to technology adoption in supply chains. By providing actionable insights this research supports companies in optimizing their digital transformation strategies to build more resilient and transparent supply chain networks.
- Beyond the coffee cup : investigating the effects of breaking functional fixedness on consumer decision-making in social media advertisingPublication . Heseler, Mona; Almeida, Filipa deThis thesis explores the impact of breaking functional fixedness in social media advertisements on consumer engagement, product recall and purchase intention, addressing the research question: how does breaking functional fixedness affect consumer decision-making processes? Using a sample of 147 participants divided into experimental and control groups, the study employed a survey-based experimental design to assess cognitive engagement, recall and purchase intentions using validated scales and mediation analysis. The results show that breaking functional fixedness increases cognitive engagement and product recall, but does not significantly affect purchase intentions. These findings suggest that, while behavioural outcomes may need to be aligned with consumer motivations and preferences, strategies that break functional fixedness can foster deeper engagement. This study contributes to the dual-process theory literature and advertising creativity research, and provides practical insights for the design of innovative advertisements. Future research should explore the interplay between creative strategies, such as breaking functional fixedness, and other factors, such as emotional and motivational drivers, to better understand their role in shaping consumer behaviour.
- Buy now pay later in Portuguese retail : the factors that influence consumers' adoption of "Parcela Já com UNICRE"Publication . Ortega, Maria Eduarda de Andrade; Xavier, RuteThis thesis examines the factors influencing the adoption of Buy Now, Pay Later (BNPL) services among Portuguese consumers, focusing on the case of Parcela Já com UNICRE. Despite the rapid growth of BNPL across Europe, its use in Portugal remains limited. Through a mixed-method approach, including a benchmarking analysis, an online survey, and a mystery client study in physical retail locations, this study identified key barriers to adoption, such as a lack of clear information, limited understanding of service conditions, and insufficient in-store visibility. Nevertheless, UNICRE's brand reputation emerged as a key trust factor, representing a strategic opportunity for differentiation. The cluster analysis revealed three distinct consumer profiles with varying familiarity, trust, and experience with BNPL. Based on the findings, this thesis recommends enhancing financial education and communication, improving visibility at points of sale, expanding eligibility criteria, and implementing customer loyalty mechanisms. The study contributes to a better understanding of the BNPL market in Portugal. It provides practical recommendations to support the strategic development of Parcela Já com UNICRE in a growing and competitive sector.
- Challenges and opportunities in AI adoption for small and medium-sized family firms : a strategic analysisPublication . Künne, Nick-Marvin; Dinis, LilianaArtificial Intelligence (AI) is reshaping industries, yet small and mediumsized family firms often struggle to unlock its potential. Many familyowned SMEs resist change, face financial constraints, and lack AI expertise, which makes AI adoption a complex challenge. This study examines the unique hurdles family businesses encounter and offers a structured framework to help owners, successors, and consultants navigate AI integration effectively. Using a qualitative approach, this research combines indepth expert interviews with a systematic literature review. Insights from various participants, including family firm owners, successors, nonfamily managers, AI specialists, and consultants, provide a wellrounded perspective on both the obstacles and opportunities of AI adoption. Findings reveal that financial constraints, generational resistance, and risk aversion frequently slow down AI implementation. However, family firms also have key advantages, such as agility, strong stakeholder relationships, and a longterm vision. These advantages, when leveraged strategically, can drive successful AI adoption. These strengths can help improving efficiency, decisionmaking, and competitive positioning. To address adoption challenges, this study presents a phased framework that prioritizes leadership commitment, alignment with family values, workforce training, gradual implementation, and ongoing adaptation. By following this structured approach, family firms can integrate AI in a way that enhances competitiveness while preserving their traditions and core identity.
- Democratizing finance : how digital investment platforms have transformed retail investors behaviorPublication . Sansone, Alessia; Rita, MiguelThis dissertation investigates the ways in which digital investment platforms have reshaped retail investor behavior by lowering traditional barriers to market entry and introducing new drivers of participation, risk-taking, and education. Drawing on behavioral finance theories (Prospect Theory, Modern Portfolio Theory, Efficient Market Hypothesis) and technology adoption frameworks (Technology Acceptance Model, Diffusion of Innovations), the study combines a qualitative interview with an industry expert and a quantitative survey on 200 investors. The primary objectives are to (1) assess how digital investment platforms influences market participation and asset allocation, (2) evaluate the role of perceived ease of use and usefulness in technology uptake, (3) identify gaps in financial literacy and their impact on risk exposure, and (4) explore generational differences in digital investment strategies linked to technology adoption. Key findings reveal that digital platforms significantly increase participation among younger cohorts, encourage higher allocation to volatile assets such as cryptocurrencies, and amplify speculative behavior in the absence of structured educational content. Perceived ease of use and usefulness emerge as dominant factors driving adoption, while self-directed learning through informal channels does not always translate into prudent investment decisions. The dissertation concludes that digital platforms hold great promise for democratizing finance but must integrate learning modules, AI-driven risk assessments, and hybrid advisory services to foster informed decision-making and sustainable investor engagement. These insights contribute to both academic discourse and practical platform design, offering recommendations for policymakers and financial institutions to balance innovation with investor protection and long-term market stability.
- The digitalized triathlon : how tech is transforming a popular sportPublication . Fritsch, Melissa Maria; Rajsingh, PeterThis thesis examines how technology adoption is transforming digital triathlon experiences, focusing on behavioral drivers, adoption barriers, commercialization dynamics, and future expectations. A mixed-methods approach was employed, combining 13 expert interviews with a survey of 257 triathletes. The Digital Sports Technology Adoption Model (D-STAM) was developed and empirically validated, integrating the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and the Expectation-Confirmation Model (ECM). Adoption patterns varied across user segments: Performance Expectancy was a primary driver for both elite and recreational athletes, while Effort Expectancy and Facilitating Conditions significantly influenced only recreational users. Among coaches, Social Influence demonstrated a marginal effect. Across all segments, prior experience with digital tools predicted habitual usage. In the post-adoption phase, habitual use significantly influenced satisfaction, continued usage, and perceived return on investment, which subsequently increased openness to commercial platforms. However, satisfaction and continued engagement were negatively affected by technostress, data overload, and perceived misalignment between digital feedback and personal intuition. Recreational athletes reported greater sensitivity to these factors. While complexity and cost inhibited adoption, privacy concerns were minimal. Freemium access was broadly expected, and commercial receptiveness was more strongly associated with perceived value than with sponsorship appeal. Participants expressed demand for more intuitive, integrated, and actionable digital solutions, while expressing skepticism toward virtual racing as a credible competitive format. This research advances sport-specific technology adoption theory and offers practical insights for platform developers, endurance brands, and coaches aiming to foster sustainable digital engagement in triathlon.
- Does financial education improve financial literacy and long-term financial behavior? : evidence from financial education state-mandated requirements in the United StatesPublication . Câmara, Sara Margarida Gomes; Reis, HugoThis dissertation examines the causal impact of financial education on financial literacy and long-term financial behavior in the United States, exploiting policy-driven variations in financial education curriculum requirements across states and years. While research on financial education effectiveness remains somewhat limited and inconclusive, its relevance has grown due to rising concerns about financial literacy levels, particularly among younger individuals, both in the United States and globally. The analysis is based on data from the National Financial Capability Study, between 2012 and 2021, which is a triannual survey assessing financial knowledge and behaviors. Using an Instrumental Variable (IV) approach, accounting for the timing and structure of state-mandated financial education policies, the study first analyzes a full sample including individuals of all ages across states with and without mandates, then narrows the focus to specific age groups and policy contexts for clearer interpretation. The analysis reveals that, among those who only received financial education driven by the state-mandated requirements, the overall impact on financial literacy and long-term financial behaviors is positive. However, statistical significance is only maintained for two outcomes throughout the study: stock diversification knowledge and savings account behavior, though these effects become less pronounced when restricting samples by age. Financial literacy and behavior gaps persist among women, the unemployed, and individuals with lower education levels, even after receiving financial education.
- Eco-conscious beauty : sustainable packaging and shampoo refill systemsPublication . Silva, Maria Margarida Rodrigues Mendes da; Rita, MiguelThis dissertation investigates the impact of sustainable packaging on the hair sector in Portugal, specifically focusing on the adoption of shampoo refill systems among Portuguese female consumers. Stimulated by growing environmental concerns and the rise of e-commerce, the study explores the factors that influence purchasing decisions related to refill systems. Using qualitative and quantitative methodologies, the research analyses consumers' perceptions of sustainability and ease of use. The results reveal that although consumer awareness of environmental issues is high, price, promotional discounts and packaging capacity are more decisive factors influencing purchasing decisions. The study also highlights the significant influence of social norms and communication strategies on consumer choices. The results provide valuable information for cosmetics companies wishing to develop effective strategies to promote sustainable packaging and increase market share in the competitive Portuguese market.