CLSBE - Dissertações de Mestrado / Master Dissertations
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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 and the evolving skill set in consulting managerial insights on essential skills and human-AI collaborationPublication . Morawetz, Maximilian Johann; Almeida, Filipa deThis master thesis explores Artificial Intelligence (AI) in the management consulting industry and its impact on skill sets and human AI-collaboration. The study consists of three research questions, focusing on the emergence of new roles in management consulting as a results of AI integration, the difference between traditional roles and AI-enhances roles, and the managerial perception of the impact of human-AI collaboration on the efficiency and effectiveness on project outcomes. The overall objective is to explore the evolving skill set and provide managerial insights to adapt AI-driven changes. Semi-structured interviews with managers were conducted for qualitative research. The sample contains 18 participants in managerial positions from eleven consulting firms. The focus of the research was on capturing insights on emerging roles, evolving competencies, and the impact of AI on project efficiency and effectiveness. The results illustrate that AI shifts the demand towards consultants with enhanced data handling knowledge and AI expertise. While there is a greater emphasis on technical skills, soft skills such as critical thinking and contextual decision-making are equally important. Regarding human-AI collaboration, the results show that AI significantly enhances efficiency by automating tasks and assisting in creative thinking. The research contributes to the academic and managerial discourse by emphasising the need for deeper and more educated human-AI collaboration. This requires clear frameworks for skill development and the combination of technical proficiency and interpersonal competencies.
- AI impact on sales skills : the implications of artificial intelligence on the required skill set for the B2B sales workforcePublication . Godoy, Matthias Benjamin Köhne; Lancastre, FilipaThis dissertation investigates how artificial intelligence (AI) is redefining the skill set of B2B sales professionals. Guided by human capital theory, it addresses three questions: which skills matter today, how AI alters them, and what this means for tomorrow’s sales role. Twenty seven expert interviews across European SaaS, fintech, energy and consulting firms were analyzed with Braun and Clarke (2006) thematic analysis to map 23 competencies into four clusters. Findings show that AI displaces routine analytics and administration while amplifying high touch capabilities: relationship building, active listening, commercial acumen and strategic orchestration grow in importance; operational AI literacy, especially prompt engineering, emerges as a new meta skill; and adaptability and continuous learning become critical. AI lifts productivity yet introduces risks of cognitive dependence and skill decay if used uncritically. The study concludes that AI is an augmenter, not a replacer of human skills: sustainable advantage will accrue to organizations that treat algorithms as collaborative “colleagues” and simultaneously invest in soft skill coaching and prompt engineering training. These insights extend human capital theory to the AI era and offer managers a roadmap for up skilling sales teams while safeguarding human judgment.
- 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.
- 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.
- 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.
- Beyond the pitch predictive and explainable AI applications in football analyticsPublication . Goncalves, Hans-Olav Skarpodde; Guedes, Ana Marisa Mendes Gonçalves VinhaisThe application of machine learning in football analytics has significantly advanced, yet challenges remain in achieving a balance between predictive accuracy and interpretability. This thesis investigates the effectiveness of predictive models and explainable AI (XAI) techniques in forecasting football match outcomes and providing actionable insights for managerial decision-making. Historical match data, player statistics, and ELO ratings from the English Premier League (2017–2024) serve as the foundation for developing and evaluating machine learning models, including Random Forest, Gradient Boosting, and XGBoost. Explainable AI techniques, such as SHAP (SHapley Additive exPlanations), are applied to interpret model outputs both globally and locally, revealing key predictors of match outcomes, including ELO differences, expected goals, and positional metrics. Formation simulations are utilized to assess the impact of various team setups on predicted outcomes, offering practical insights into tactical decision-making. Results indicate that XGBoost achieves the highest predictive accuracy (55.2%), comparable to bookmaker odds provided by Bet365. SHAP visualizations enhance the interpretability of model outputs, identifying the features most influential in determining predictions and supporting more transparent decision-making processes. This research demonstrates the potential of combining predictive analytics with XAI to optimize tactical planning, improve player deployment, and refine strategic operations. By bridging the gap between complex predictive models and actionable insights, the study provides a robust framework for advancing data-driven decision-making in football analytics.
- 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.