CLSBE - Dissertações de Mestrado / Master Dissertations
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- Exploring the willingness of young Portuguese adults to adopt healthy eating habits inspired by the Japanese dietPublication . Andrade, Dinis Afonso Dornelas Miranda de; Costa, AnaThe increase in poor dietary habits and the rise in the prevalence of obesity, diabetes, and cardiovascular diseases are major public health concerns, food choices, impact health and sustainability, making dietary behavior a focus for researchers and policymakers. Among the various dietary models, the Japanese diet is recognized for its benefits, constituted of fiber-rich foods, fermented products and very low in ultra-processed foods. However, there has been very little research exploring young Portuguese adults' willingness to adopt these habits. This study examines factors influencing the adoption of Japanese diet-inspired habits by this demographic. Statistical analysis shows that health awareness predicts dietary transitions, with individuals who prioritize diet being more likely to adopt healthier eating patterns, while initial correlations suggested associations between gender, BMI, and dietary willingness, these were not statistically significant in the regression model, indicating potential mediating factors. A greater willingness to increase fiber intake and access healthier vending machine options was correlated with dietary change, whereas a preference for refined carbohydrates and processed meats showed a marginally significant negative association. These findings suggest that structural interventions, such as improving access to healthy food options, could promote healthier choices, and that marketing strategies should highlight fiber rich and fermented foods within familiar cultural food contexts, while public policies should enhance food accessibility. Despite its contributions, this study is limited by self-reported data and a cross-sectional design, that prevents causal inferences, future research, should adopt longitudinal designs, qualitative approaches, and experimental interventions to assess real world dietary adoption.
- The failed investor deal in the Bundesliga : a business case study of stakeholder theory and hybrid organizations in German footballPublication . Knossalla, Maximilian Hendrik; Lancastre, FilipaIn 2023/2024, the German football league (DFL) pursued a billion-euro deal with a private equity investor. The capital was intended for future investments, particularly to strengthen the league's international competitiveness. Although the required voting majority of clubs was achieved, the process was cancelled after weeks of fan protests. This case study investigates the reasons behind the deal's failure and highlights the challenges organizations face when managing multiple stakeholders with conflicting interests. It illustrates the complexities in hybrid organizations, which must balance financial objectives with non-financial goals, in this case cultural responsibilities. The case study serves as an educational tool, which may be used in the context of a business ethics course at the master's level. It allows students to apply theoretical frameworks, such as the stakeholder salience model, to a real-world business scenario. By working through the case, students gain a deeper understanding of stakeholder management challenges, particularly in emotionally charged environments. In order to provide additional insights beyond publicly available information, seven expert interviews were conducted. These experts have extensive experience in the football industry, working for the DFL, sports consultancies or fan organizations. The interview findings indicate that the DFL's inadequate communication, lack of transparency, misjudgment of stakeholder relevance, and insufficient stakeholder participation in decision-making were key factors in the deal's failure. This case serves as a relevant example of the critical role effective stakeholder management plays in hybrid organizations, particularly within the football industry. The case reinforces the practical applicability of stakeholder theory and hybrid organization models.
- Scaling precision fermentation : value creation, capture, and the role of strategic partnershipsPublication . Liedl, Isabel Marie Juliette; Flórido, João LuísThis thesis investigates how precision fermentation (PF) companies create and capture value, overcome growth barriers, and scale operations in the alternative dairy industry. Using qualitative research, it integrates insights from six industry expert interviews and a literature review, drawing on frameworks like Porter’s Five Forces, Teece’s complementary assets, and Gulati’s strategic alliances theories. Findings highlight technological innovation as central to PF, enabling environmentally sustainable dairy-identical proteins. Strategic alliances, including vertical partnerships and industry-wide initiatives like the Precision Fermentation Alliance, play a pivotal role in addressing scalability, regulatory challenges, and consumer trust. Despite its promise, the PF industry faces significant challenges, including high CAPEX, complex regulatory landscapes, and consumer skepticism toward lab-grown foods. To thrive, PF companies must focus on refining their value propositions and strategically positioning themselves within the market. Future research could include field studies to analyze consumer perceptions of PF products, exploring factors such as willingness to pay, perceived health benefits, and alignment with sustainability values. This would provide actionable insights for companies seeking to enhance their market positioning and drive adoption.
- A service-driven energy transition : understanding the consumer and business perspective of solar-as-a-service empirical inductive research on the impact of solar-as-a-service on the adoption of solar systems in German householdsPublication . Bogner, Johanna Christina; Azevedo, CarlosThe transition toward decentralized energy production has positioned homeowners as key players in the energy market. While various pathways to prosumerism have been explored, emerging business models such as Solar-as-a-Service (SaaS) present new opportunities and challenges. This study investigates how SaaS can increase prosumerism and drive solar adoption in single- and two-family homes in Germany, where 89% of such households remain untapped for solar energy adoption. The research explores barriers, motivators, business model improvements, and expert insights on SaaS. Using an exploratory approach that includes qualitative interviews with experts and homeowners, as well as quantitative data from the consumer research platform GWI. The study identifies lack of awareness, complexity, financial concerns, reliance on SaaS providers and limited flexibility as key barriers to adoption. However, motivators include cost savings, ease of installation and maintenance, and environmental benefits. The findings suggest that current SaaS models could be improved by offering more flexible contracts, bundling solar with energy management services, and educating consumers on flexsumerism. The study concludes that Solar-as-a-Service is unlikely to drive solar adoption in German single-and two-family homes. While improvements could boost appeal, profitability remains a challenge. However, SaaS can play an important role in multi-party buildings and rental properties, becoming a catalyst for mass prosumer adoption and contributing to Germany's renewable energy transition.
- Overcoming diversity and inclusion barriers : operationalising intersectionality as organisational best practicePublication . Faria, Joana Gonçalves; Fioravante, RosaIntersectionality has emerged as a valuable framework in organizational studies, addressing the persistent limitations of Diversity, Equity, and Inclusion (DEI) practices. Despite their widespread adoption, DEI initiatives often face criticism for tokenism and their failure to mitigate systemic inequalities. These shortcomings stem from a single-axis approach to identity, which focuses on individual demographic groups without considering the complex interplay of multiple identities. Intersectionality offers a more holistic perspective, helping organizations recognize how various sources of inequality and privilege interact within the workplace, potentially hindering inclusion efforts. This study employs an inductive approach, rooted in grounded theory, deploying qualitative analysis through the Gioia methodology, to enquire into DEI initiatives implemented by five leading companies in the field. By examining these practices, the findings of the study allow us to identify key dimensions of DEI initiatives deemed crucial to pursue intersectional integration. Based on the latter, the study discusses a model of combined DEI efforts able to pursue intersectional integration, aiming to provide organizations with actionable managerial implications able to overcome existing DEI shortcomings. The study makes three main contributions to the literature. First, it is one of the earliest empirical works to operationalize intersectionality within organizational research. Second, it innovates methodological approaches in intersectionality studies while strengthening its connection to business ethics. Third, it advances DEI literature by offering a practical model that moves beyond tokenism toward systemic and transformative strategies. This research provides actionable insights for organizations seeking to embed intersectionality in their DEI efforts, fostering more inclusive workplaces.
- AI biases and marginalized stakeholders : inquiry into AI implementation practices in dating appsPublication . Lesnikova, Elena; Fioravante, RosaThis study explores how the use of artificial intelligence (AI) in dating apps can reinforce or mitigate biases against marginalized stakeholders groups, including racial minorities, women, and LGBTQ+ users. While AI improves user engagement and safety, it also risks reinforcing systemic biases, such as racial and gender-based discrimination. Through a qualitative thematic analysis of publicly available data, this research examines AI implementation in popular dating apps like Tinder, Bumble, and Grindr. Findings show that AI-driven algorithms often prioritize engagement over fairness, disproportionately excluding marginalized groups. The study highlights AI9s dual role: it can mitigate harm through features like harassment detection but also perpetuates inequalities when unethically designed. Theoretical contributions include applying stakeholder theory and ethical AI frameworks to digital matchmaking, emphasizing companies' ethical responsibilities to marginalized users. Practical recommendations focus on algorithmic transparency, fairness-aware machine learning, and inclusive AI governance. This research highlights the need for ethical AI practices in dating apps to ensure inclusivity and fairness, contributing to broader discussions on AI ethics and digital discrimination.
- Emerging challenges in workplace inclusion : addressing bias and stigmatization against neurodivergent employees through organizational trainingPublication . Trindade, Yara Sophia Alves; Fioravante, RosaDiversity and Inclusion literature has focused on organizational initiatives emphasizing gender, ethnicity and sexual orientation. However, recently, a growing attention has been devoted to the inclusion of neurodivergent people, nonetheless remaining an understudied social group. This study seeks to enhance current knowledge on how organizations can support, neurodivergent employees through training programs. More in detail, this study explores how training programs contribute to fostering an inclusive organizational culture. This study deploys an inductive approach, relying on primary and secondary data analyzed through qualitative Gioia methodology. The research focuses on how training programs help address structural, psychological, and cultural barriers faced by neurodivergent employees and the role of targeted training programs in overcoming these challenges. Findings of this study allowed to identify three key dimensions where training programs enhance neurodivergent inclusion: First, strengthening organizational infrastructure and leadership, through modified recruitment models, adapted performance evaluation criteria, and leadership training. Second, fostering psychological safety and authenticity by reducing environmental stressors, supporting peer networks, and promoting inclusive communication styles. Third, driving cultural change through strengths-based inclusion and increasing awareness of neurodivergent capabilities. Based on these findings, the study provides suitable managerial implications for improving workplace inclusion by addressing bias and supporting neurodivergent employees. Furthermore, the study contributes to literature on business ethics, by providing original insights into diversity and inclusion, to overcome current organizational challenges in aiming at ethical goals targeting neurodivergence in the workplace.
- The impact of free samples on purchase intentions : the moderating role of indulgencePublication . Marchetti, Riccardo; Romeiro, PauloThis dissertation explores how free samples, a common promotional tactic, interact with product type and cultural orientation to shape consumers’ purchase intentions. Drawing on Hofstede’s indulgence-restraint dimension, the study posits that hedonic products may connect more powerfully in indulgent cultures, whereas utilitarian products might better suit restrained contexts. A cross-sectional quantitative methodology was employed, randomly assigning participants to a hedonic (luxury fragrance) or utilitarian (pain reliever) free sample scenario. This part of the survey was followed by a brief set of questions measuring purchase intention and cultural orientation. Results reveal that hedonic free samples generally yield higher purchase intentions overall. An interaction effect indicates that indulgent respondents respond especially inclined to hedonic samples, while restrained respondents are more inclined toward utilitarian options. These findings highlight the importance of cultural context in determining the success of free sample promotions. From a managerial perspective, marketers should tailor their sampling strategies to align with local cultural values, emphasizing sensory pleasure and emotional engagement in indulgent segments and functional benefits or practicality in restrained ones. This research contributes to the cross-cultural consumer behavior literature by demonstrating the synergistic effects of product type and cultural orientation, ultimately reinforcing that “one size fits all” approaches may overlook critical cultural nuances.
- Financial literacy in the digital age : understanding generation Z's learning preferences and content consumption in PortugalPublication . Eder, Valentin Irenäus; Xavier, RuteFinancial literacy is essential for effective financial decision-making, yet Portugal ranks lowest among EU countries in financial literacy levels. This study investigates how Generation Z in Portugal consumes financial literacy content, analyzing preferred platforms, content formats, and the correlation between consumption frequency and financial knowledge. A quantitative survey (N=170) was conducted, assessing financial literacy levels, content engagement, and learning preferences. Findings reveal that social media and video platforms are the dominant sources of financial education, with Instagram, TikTok, and YouTube leading in usage. A strong preference for dynamic visual content, such as videos and infographics, correlates with higher financial literacy scores. Additionally, frequent engagement with financial literacy content positively influences financial knowledge, though excessive consumption exhibits diminishing returns. Regression analysis confirms significant relationships between content type, platform choice, and financial literacy. These results highlight the importance of tailoring financial education to Gen Z’s digital consumption habits, emphasizing accessible, credible, and engaging content. The study provides insights for policymakers, educators, and financial institutions to develop effective strategies for improving financial literacy among younger generations. Future research should explore long-term behavioral impacts of digital financial education and platform-specific engagement strategies.
- The impact of AI, blockchain, IoT, and 5G on business model innovation and internationalization in the financial sectorPublication . Bogner, Maximilian; Bohnsack, René; Marante, CláudiaAdvanced digital technologies such as Artificial Intelligence (AI), Blockchain, the Internet of Things (IoT), and 5G are impacting business models internationally, particularly in the finance sector. These technologies influence value creation, delivery, and capture through increased operational efficiencies, financial security, and global interconnectivity. While existing literature discusses their impacts, literature addressing their synergetic impact is limited. This thesis addresses this gap by investigating how these technologies collectively impact business models and internationalization in the financial sector. A qualitative research approach involving semi-structured interviews with experts was used to assess the real-world application of these technologies. The findings suggest that automation driven by AI facilitates internationalization, Blockchain improves transaction security and regulatory compliance, IoT assists with operational effectiveness, and 5G technology enables real-time communication globally. However, challenges in the form of regulatory uncertainty, cybersecurity risks, and infrastructural limitations hinder a broader adoption. This study contributes to the literature by reinforcing the role of advanced digital technologies business model innovation and demonstrating the interconnected effects of AI, Blockchain, IoT, and 5G on global markets. The research also provides practical insights for businesses and policymakers, emphasizing the need for regulatory clarity, workforce training, and cybersecurity investment. Future research should explore long-term implementation strategies and how advanced digital technologies can further enhance business model innovation in the financial sector. Organizations can gain a competitive advantage by strategically adopting and integrating these technologies in an increasingly digital and globalized world.