CLSBE - Dissertações de Mestrado / Master Dissertations
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- 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.
- Platform business models in motion : leveraging data network effects to balance international expansion and user retentionPublication . Triantafyllou, Artemios; Bohnsack, René; Marante, CláudiaThe rapid international growth of digital platforms has transformed how companies scale and retain users, yet it remains unclear how these businesses adapt across markets while maintaining user engagement. Existing research emphasizes platform internationalization and data strategies, but little is known about how business model adjustments and retention mechanisms interact globally. This thesis explores how platform business models evolve during international expansion and how data network effects support user retention. It draws on a qualitative approach combining nine expert interviews and 111 user survey responses, capturing both company and user perspectives. The findings reveal three key insights. First, successful internationalization combines modular technical infrastructure with local adaptation and partnerships. Second, data enables platforms to personalize experiences and anticipate user behavior, strengthening engagement and reducing churn. Third, business model-specific advantages (BMSAs), such as modularity, centralized analytics, and unified data systems, support growth that is scalable and responsive to local needs. The study proposes a cyclical framework that links internationalization strategies, data-driven personalization, and retention mechanisms as mutually reinforcing processes. This challenges traditional linear models of expansion and contributes to emerging theories of digital scalability and adaptation. In practical terms, this thesis offers platform managers actionable guidance on building adaptive business models and leveraging user data for sustained global competitiveness.
- Reframing prevention : how influencers drive engagement among younger adults : an exploratory qualitative study on the strategic role of influencers in Germany’s §20 SGB V digital health programsPublication . Kamm, Lars Johannes Paul; Almeida, SílviaThis thesis investigates how social media influencers (SMIs) can be strategically embedded into certified digital preventive health courses under Germany’s §20 SGB V framework to increase adoption among younger adults aged 20 to 40. Despite a robust reimbursement infrastructure and the recent expansion to digital formats, participation within this demographic remains low4mainly due to persistent psychosocial barriers such as emotional disengagement and perceived irrelevance. Grounded in the Elaboration Likelihood Model (ELM), source credibility theory, and parasocial interaction research, the study develops a conceptual framework that contrasts health-oriented influencers (who convey topical authority) with peer influencers (who foster relatability through co-learning). Each type activates distinct motivational mechanisms. To explore these dynamics empirically, four focus groups (N = 26) were conducted, using stimulus materials that systematically presented expert-only, health influencer, and peer influencer course formats. Thematic data were analyzed using structured qualitative content analysis (Mayring, 2015), combining deductive and inductive category development. Findings suggest that influencer-supported formats enhance perceived relevance, emotional accessibility, and motivational engagement4yet their effectiveness varies depending on participants’ level of involvement. Health influencers were more persuasive under conditions of high involvement, leveraging perceived expertise and credibility. Peer influencers proved particularly effective in low-involvement contexts, reducing psychological entry barriers through emotional resonance and co-learning dynamics. These results support an involvement-contingent interpretation of the ELM. This study contributes to the literature on influencer communication in behavioral interventions and provides practical guidance for public health actors and course providers seeking to modernize preventive health offerings for younger, digitally native audiences.
- The impact of political, moral and commercial sponsorship controversies on fan trust, willingness to pay and word of mouth communication in German football clubsPublication . Danne, Nico; Tavares, PedroThis study examines how moral, political, and commercial sponsorship controversies influence important behavioral responses of fans in German professional football: fan trust, willingness to pay (WTP), and word-of-mouth communication (WOM). While sponsorship is an important tool for brand positioning and financial stability in modern sports, inappropriate or ethically questionable partnerships can trigger controversies, especially in a value-oriented environment such as German football. Using a mixed-methods approach, the study combines qualitative insights from 21 in-depth interviews with a scenario-based survey of 137 football fans of different age groups and fan levels. This study aims to close the gap in behavior-based fan reactions and present a way of differentiating between sponsorship controversies. The results show that political and commercial controversies have a significantly stronger negative impact on fan trust than moral controversies. Willingness to pay (WTP) was generally unaffected, but fans clearly rejected the purchase of fan merchandise when the sponsor's logo was prominently displayed. Word-of-mouth (WOM) was also most negatively affected by commercial controversies, especially among highly engaged and older fans. Furthermore, the effects varied depending on age and fan loyalty, highlighting different influences across fan segments.
- From venture to market : financial performance of sustainable VC-backed firms in the U.S.Publication . Brescia, Giulia; Shuwaikh, FátimaSustainable investment has seen a sharp increase in popularity in recent years, prompting concerns about its true financial viability. The performance of portfolios made up of sustainable (green) vs non-sustainable (non-green) firms is examined in this thesis, with an emphasis on young and innovative firms that are backed by VC. The study estimates alpha, or risk-adjusted performance, for both synthetic green and non-green portfolio built from publicly traded, former VC-backed companies using both unconditional and conditional versions of the Carhart (1997) four-factor model and the Fama-French (2015) five-factor model. According to the results, greens portfolios do not beat non-green portfolios statistically significantly, however they do somewhat exceed them in more complete models with simpler simplifications. Overall, sustainability does not appear to be either penalized or rewarded by financial markets over the observed period (202032024). However, it does affect the profile and characteristics of the target firms4an aspect that may be relevant to investors who consider not only financial returns but also the environmental and social impact of their investment decisions. Main contributions: • Focus on how VC-backed green and non-green companies performed after their IPO. • Application of both unconditional and conditional asset pricing models (Carhart, Fama-French) to estimate risk-adjusted performance. • Evidence of no significant green premium, which adds to the discussion of sustainable investing’s financial performance.
- Understanding generation Z’s perception of responsible leadership : expectations and future implicationsPublication . Rovai, Matilde Aylin Giuliana Alfreda; Cavicchini, AndreaThis thesis investigates the perception of responsible leadership through the lens of Generation Z's values and perspectives. Through this research, we aim to identify the attributes that Generation Z considers essential for a responsible leader and their perceptions of these abilities. A qualitative study was conducted utilizing in-depth interviews with Gen Z individuals to ascertain their expectations of a responsible leader. This study uses a qualitative method to determine the appropriateness of Responsible Leadership among Generation Z and its implications for their relationships. Interviews indicate that Generation Z leaders seek responsible, transparent, and values-oriented leadership, and they consider RL's sustainable economic, social, and environmental results, aligned with the Triple Bottom Line, to be advantageous. Ultimately, when Generation Z enters the workforce, their expectations for leaders to prioritize social responsibility and sustainability will influence leadership paradigms. This research contributes to the literature on leadership and generational cohorts.
- The network internationalization model applied to construction professional service companyPublication . Almeida, Ricardo António Praça; Reis, RicardoIn an increasingly globalized economy, the international expansion is no longer exclusive to large multinational corporations. Small and medium-sized enterprises (SMEs) are progressively exploring opportunities beyond domestic markets. Among these, Construction Professional Services (CPS) companies - characterized by their project-based operations, reliance on technical expertise, and proximity to physical construction activities - face a unique set of challenges and opportunities when attempting to internationalize. While international business literature has examined manufacturing and technology-based companies, less attention has been given to professional services in the construction sector, particularly to those operating at a micro or SME scale. This thesis aims to contribute to this underexplored area by investigating the internationalization process of a Portuguese CPS company, Bessa Araújo. Although it is a micro-company with a highly skilled team, the company has managed to operate successfully across various geographies, including Latin America and Africa. Using a qualitative, case-based methodology, this study analyzes the motivations that drove the company abroad, the strategies employed, and the operational, institutional, and cultural challenges encountered along the way. By drawing on interviews and first-hand accounts from the key decision-maker within Bessa Araújo, this research provides insight into how micro-CPS companies can adapt to complex international environments, often with limited resources. Special attention is given to issues such as human capital transfer, regulatory requirements, technological logistics, and cost-control strategies. The findings aim not only to enrich the academic discourse on SME internationalization but also to offer practical implications for similar firms seeking to expand their operations internationally.
- Assessing climate risks in cocoa supply chain : yield forecasting and implications for the cocoa and chocolate industryPublication . Tsui, Cindy; Nogueira, MiguelCocoa is a key commodity for both producing and consuming countries, with over 70% of the world’s supply coming from West and Central Africa. Like any other agricultural crop, cocoa yields are highly sensitive to climate change, which can cause vulnerabilities in production. This study analyzes the impact of climate change on cocoa productivity in Ivory Coast, Ghana, Cameroon, and Nigeria, for Barry Callebaut9s cocoa supply chain. By using historical yield data with high-resolution ERA5 climate reanalysis, multiple machine learning models were tested and evaluated for their predictive performance. The best performing model, a Semiparametric Neural Network, was used to forecast cocoa yield up to 2035 using CMIP6 climate projections under three future climate scenarios (SSP1-2.6, SSP2-4.5, and SSP5-8.5). The results showed significant differences in yield trends across regions and how sensitive they are to emissions scenarios. While Cameroon and Nigeria presented stable and increasing yields, Ivory Coast and Ghana faced more interannual variability, especially under the high-emission scenario. Scenario-based simulations of changes in cultivation area showed that production is highly sensitive to land availability, emphasizing the strategic importance of land management. The findings highlight the importance of Barry Callebaut integrating climate projections into supply chain planning. Targeted investments and diversification of their sourcing strategy are recommended to mitigate future climate risks and ensure supply resilience.
- Seeing customer satisfaction without asking : applying customer health metrics to monitor retention in non-digital services, a case study of facilities management service TDGIPublication . Bui, Dang Huy; Xavier, RuteThe study aims to explore how TDGI can effectively monitor client retention based on CRM and corporate data through qualitative analyses by interviewing some clients and two distinct quantitative analyses – a customer relationship analysis and a retention analysis. The research framework is adopted from customer health metrics currently used among IT companies, such as SaaS and PaaS. This framework seeks to understand the relationship dynamics, usage patterns, and value realization to analyze the health of the relationship between companies and customers. The research found that operational metrics can partially explain and predict both customer satisfaction and the risk of churn. The customer relationship analysis reveals that factors like urgent service requests, labor hours, corrective working orders, and plan completion rates are significant in proactively inferring client sentiment and retention from internal system data. Compared to previous research, we found that within the service domain, especially facility management, interaction factors also account for the relationship health, which is expressed within labor hours and from interviews with customers. Based on the findings, the company should optimize urgent request handling, allocate adequate and sufficient labor, monitor corrective works, and ensure a high completion rate of planned activities as key initiatives to maintain strong client relationships.
- Strategizing AI : how incumbents shape ai integration in consumer electronicsPublication . Meshenberg, Michelle; Rajsingh, PeterArtificial intelligence (AI) is one of the main forces behind the strategic changes of consumer-facing industries. To stay competitive, established consumer electronics companies are pressured to modify their organizational structures, decision-making procedures, and strategies as AI capabilities advance. However, many still encounter internal obstacles such as fragmented capabilities or misalignment between technical initiatives and business goals. This thesis explores which organizational capabilities enable incumbents to strategically deploy AI and boost their competitiveness. A triangulated research design was applied, combining a structured literature review with twelve expert interviews and a quantitative consumer survey. This mixed-method approach captured both internal strategic perspectives and external user perceptions, allowing for a comprehensive understanding of the conditions under which AI can create value. The findings highlight a set of tangible, human, and intangible capabilities that act as enablers of AI transformation. Two extensions to existing frameworks are proposed: the inclusion of customer relevance as a strategic capability and the elevation of governance as a cross-functional coordination mechanism. These additions reflect the need to align AI efforts not only with internal structures but also with evolving user expectations. By offering an empirically grounded capability model and highlighting both internal and consumer-facing challenges, this research contributes to a deeper understanding of how incumbents can unlock AI’s transformative potential.