CLSBE - Dissertações de Mestrado / Master Dissertations
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- How generational transitions manage digital technology’s introduction while balancing tradition and family values in SMEsPublication . Niederndorfer, Anna; Dinis, LilianaThis dissertation focuses on how family-run small and medium-sized enterprises leverage their unique knowledge resources to sustain their competitive advantage over non-family firms in the face of digital transformation. In addition, this work builds on the Resource-based-view, Stewardship Theory and Paradox Theory, particularly on the concept of innovation through tradition. This study examines how generational transitions balance the preservation of expertise with the introduction of digital knowledge management systems that promote transparency and sharing. A qualitative study was conducted with 15 interviews with senior and junior executives, including 13 in Austria and 2 in Mexico, in different industries. This approach made it possible to collect a wide range of data to understand digitalization in family businesses. Applying all three theories, these interviews reveal both the facilitators and barriers and how they manage the paradox of maintaining traditional family values while implementing systems that enable knowledge sharing for long-term innovation. The results show that generational dynamics have a strong influence on digitalization in family businesses and offer both opportunities and challenges. While younger managers emphasize more digital innovation, older generations focus on keeping traditions alive. The transfer of knowledge continues to be primarily through personal experience, shaped by close relationships since childhood and transmitted through a practice of “learning by doing”. However, integrating digital tools for process and knowledge documentation is becoming essential. Barriers such as generational risk differences and employee resistance can be overcome through open communication, training and gradual implementation.
- The longevity industry : a new model within healthcarePublication . Seidler, Victor; Rajsingh, PeterThe longevity industry, driven by advancements in biotechnology, AI-driven diagnostics, and digital health, is challenging traditional healthcare paradigms. This thesis analyzed funding trends in longevity-focused companies and identified emerging technologies poised to dominate the sector. Using data from platforms like PitchBook, along with expert interviews and surveys, the study explored the strategic focus of innovations that captured significant investor and consumer interest. Key technological advancements were evaluated for their growth potential and impact on the industry. The findings highlighted a shift from reactive to preventive care models, signaling strategic challenges for traditional healthcare providers. Longevity startups are leveraging innovations to integrate personalized care into existing systems rather than entirely revolutionizing them. New technologies and treatments transform healthcare into a more personalized, preventive model. Primary data from industry specialists and venture capitalists were combined with secondary research to present a comprehensive sector view. The study concluded that while longevity technologies hold transformative potential, their impact is more likely to complement and enhance traditional healthcare systems rather than replace them entirely.
- From automation to leadership : exploring emotional responses to AI integration in human rolesPublication . Wilkens, Celine; Almeida, Filipa deThis dissertation explores the emotional reactions of managers to Artificial Intelligence (AI) in tasks and roles traditionally performed by humans in the automotive industry. It studies how AI in business environments influences managers' perceptions and highlights emotional responses evoked by AI in routine, decision-making, and leadership roles. Following a qualitative approach, 20 semi-structured interviews were carried out with managers who are experienced in working with AI. The findings reveal a broad spectrum of emotional reactions, depending on the role AI performs. Those reactions are influenced by various factors such as transparency, algorithm aversion, and the perceived complexity of tasks. AI in routine roles has primarily evoked positive emotions like relief and satisfaction. However, its application in decision-making and leadership roles lead mainly to skepticism and resistance. This is due to concerns about AI’s missing understanding of context and human judgment abilities. Besides, it was also discovered that algorithm aversion increased when AI took over high-responsibility tasks or roles, such as decisionmaking or leadership. The study highlights the importance of transparent communication, employee involvement, and tailored trainings to create trust and acceptance of AI among employees. It extends the existing literature review as it uncovers reasons behind emotional reactions in specific AI roles and provides recommendations to improve AI acceptance within corporate structures.
- Ethical branding as competitive advantage how fashion brands build consumer loyalty and trust : the Patagonia casePublication . Greiffenberg, Paulina Marie; Cruz, Nuno Moreira daThis thesis analyzes how ethical branding in the fashion industry can serve as a competitive advantage by increasing customer trust and loyalty, using Patagonia as an example. With an eye on the growing demand for sustainability and ethical practices, the industry is challenged to embrace a holistic commitment that go beyond one eco-friendly production line. With the help of a qualitative research, three main questions were answered, “How do brands like Patagonia design and implement etihical and sustainable branding strategies?”, “How do campaigns focused on ethical production help position brands as leaders in sustainability?” and “How do sustainability-focused marketing strategies foster differentiation and consumer loyalty?” Next to a literature review, expert and consumer interviews revealed three important characteristics of successful ethical branding: transparency, storytelling, and community engagement. Transparency is essential for gaining consumer trust through openly communicating about a company's values, mission, and challenges. Storytelling, like Patagonia's "Don't Buy This Jacket” campaign, interacts with customers on an emotional level, matching the brand's values with its customers. Community-driven programs, such as the Worn Wear program, increase customer loyalty by engaging them in sustainability initiatives. Patagonia's approach highlights how incorporating sustainability into a brand's core can help differentiate it from competitors. Based on these findings, the research suggests that businesses increase transparency, employ third-party certifications, emphasize quality over quantity, and educate customers about the implications of ethical practices. The research highlights that ethical branding is not just a marketing tool but a necessity for brands aiming to succeed in today’s value-driven market.
- Reclaiming the customer journey : Pestana Hotel Group’s brand strategy in the digital eraPublication . Gomes, Gabriela Marta Guerra; Lakishyk, KyrylPestana Hotel Group, Portugal's largest international tourism and leisure company, has encountered multifaceted challenges navigating a post-pandemic market that increasingly prioritizes digital solutions. This thesis presents a case study that explores Pestana's strategic responses to these changes, focusing on its efforts to balance dependence on third-party platforms, address inefficiencies in its customer journey and loyalty program, and increase differentiation and brand equity across its portfolio. Highlighting the group's attempt to align customer-centric innovations with its strong heritage identity. This real-world scenario follows a pedagogical approach, where it explores the strategic decision-making processes that brand managers go through daily. It presents students with alternative decisions to help mitigate the group's challenges and encourages the use of frameworks that allow for a more in-depth analysis, providing hands-on learning in brand management. Emphasis is also placed on the need to periodically review the brand architecture, given the complexity of the sub-brands defined by the rebranding of the group. This document was based on extensive primary research to provide valuable information and data. The results revealed that the main challenges are an over-reliance on OTAs that limits Pestana's control over customer relationships and data, a loyalty program that lacks engagement, and a fragmented customer journey. Additionally, although the rebranding has introduced the sub-brands effectively, further refinement is still needed. As the title states, this case serves as a platform to explore the interplay between strategy and innovation, offering rich discussions on brand management, digital transformation, and consumer engagement in a rapidly evolving market.
- Guardians insurance AG's dilemma : balancing tradition and digitalizationPublication . Weißbach, Bastian Frank; Guedes, NunoThis Thesis examines the strategic dilemma faced by Guardians Insurance AG, a long-established German insurance provider, in balancing its traditional strengths in face-toface customer consultations with the growing demand for digitalized services. Under the leadership of Ulf Seifert, Regional Director in Bavaria, the company achieved a successful financial turnaround from 2014 to 2019 by improving customer service quality, enhancing employee training, and streamlining its product portfolio. However, the COVID-19 pandemic accelerated the industry-wide shift towards digitalization, intensifying competitive pressures and reshaping customer expectations. While younger customers demand seamless digital services, older clients favor personalized, trust-based interactions. The study explores three main strategic alternatives: maintaining the company9s traditional focus on personalized service, fully embracing digital transformation, or adopting a hybrid model that combines both. The Dissertation includes a literature review on topics related to the issues raised by the Case Study and a Teaching Note that analyzes the opportunities and risks associated with each strategy. The findings emphasize the importance of aligning digital innovation with core organizational values, leveraging strategic partnerships, and implementing a balanced approach that serves diverse customer needs. By doing so, Guardians Insurance AG can not only secure long-term competitiveness but also build a sustainable foundation for growth in an increasingly digitalized market environment.
- P2P lending : here to stay or flash in the pan?Publication . Schröder, Timon Elias; Rajsingh, PeterThis thesis examines peer-to-peer (P2P) lending as an alternative to traditional banking services and analyzes its potential for individual investors and borrowers. Increasing digitalization and technological progress have significantly changed the financial industry, resulting in the emergence of P2P lending as an innovative form of financing. Through a combination of expert interviews, quantitative survey data and a comprehensive literature review, the study explores the competitive advantages, challenges and risks of P2P lending compared to traditional banking. The findings indicate that P2P lending is currently acting as both a complement and a competitor to banks, especially for specific customer groups and market segments. The analysis highlights that P2P platforms have advantages due to their flexibility and speed of lending, but have weaknesses compared to banks in the areas of trust, transparency and regulation. While P2P loans often have higher interest rates and risks, they still offer an important source of financing for borrowers who are not served by traditional banks. In conclusion, it is recommended that P2P platforms should improve their transparency and security measures in order to strengthen user confidence and increase their competitiveness. At the same time, the potential of P2P lending as a dynamic and innovative part of the financial market is highlighted.
- Enhancing e-commerce efficiency : exploring the role of an AI-powered AR foot scanning tool in reducing returns and enhancing customer satisfactionPublication . Saffar, Yannick Said; Rita, MiguelThe swift development of Augmented Reality and Artificial Intelligence is revolutionizing e-commerce by providing solutions to problems. The possibility of how an imaginary AI-powered augmented reality foot scanning tool could address major problems in online footwear retail, such as high return rates and customer discontent from inaccurate size, is examined in this thesis. This study combines quantitative survey data from 99 participants with qualitative interview data. The data will be used to approve or reject the hypotheses. But also, to determine consumer perceptions and the relationship between usability, trust, and sustainability concerns. Results show that consumers who indicates that the imaginary tool to be accurate are more satisfied with their purchases and are less likely to return them. This underlines the potential of such a tool to improve sustainability and reduce logistical inefficiencies. The data indicated that convenience and seamless integration are important considerations for frequent usage. Beside that the results also show that younger customers have a higher willingness to use AR solutions. By showing retailers how to refine user-friendly design, address privacy concerns, and spark adoption through targeted marketing, this study drives progress for both scholarly research and the business world. Beside that the need for more research on the long-term effects of AR technology in retail, as well as regional variations and various demographic affects is addressed. This thesis outlines a strategy for using AI and AR to create a more sustainable and effective online shopping experience by addressing the gap between invention and deployment.
- Creating value through synergies : exploring cross-selling strategies between Ageas and LivoPublication . Menezes, Adriana Torres Lopes Gomes; Xavier, RuteThis thesis aims to identify and explore opportunities for synergy between Ageas's insurance products and Livo's sustainable solutions, promoting consumer value creation through the cross-selling strategies, with a focus on optimizing the customer journey. The methodology employed a mixed approach, combining qualitative and quantitative methods to map the customer journey, identify barriers, and uncover opportunities for integrating cross-selling strategies. The study revealed that consumers prioritize financial savings and convenience, while sustainability is a decisive factor for products like solar panels. Barriers such as high prices and unclear value perception can limit the adoption of these packages. Furthermore, the study demonstrated that presenting offers at the right moment in the customer journey significantly enhances the perceived value for consumers. Additionally, familiarity with Ageas stands out as a key factor in acceptance, reinforcing the importance of personalized strategies aligned with consumer needs. The study concludes that there is a significant opportunity to strengthen the synergy between Ageas and Livo through personalized cross-selling strategies focused on sustainability, financial savings, and additional protection. Digital strategies and clear communication are essential to overcome barriers such as high prices and perceived complexity, enhancing customer acceptance, satisfaction, and retention, while reinforcing the brands' competitive positions.
- The impact of monetary policy on european corporate investmentsPublication . Heymann, Sebastian Johann; Bonfim, DianaThis thesis investigates the effects of monetary policy on corporate investment decisions in major European economies 4 Germany, France, Italy, Spain, and the Netherlands 4 during the period 2002 to 2023. By leveraging quarterly panel data from publicly listed firms and employing a Local Projections Instrumental Variables (LP-IV) methodology, the analysis identifies how firm-specific characteristics such as age and dividend payment status mediate the impact of monetary shocks. The monetary policy shocks are derived from high-frequency changes in the 1-year Overnight Index Swap (OIS) rate around European Central Bank (ECB) policy announcements, serving as an exogenous measure of interest rate movements. The analysis uses the 1-year EURIBOR rate as a proxy for the interest rate set by the European Central Bank, thereby capturing medium-term monetary conditions that reflect both current policy stance and market expectations. The findings reveal substantial heterogeneity in firm responses. Younger, non-dividend-paying firms exhibit pronounced reductions in investment levels, driven by higher sensitivity to borrowing constraints, collateral devaluation, and earnings instability under tighter monetary conditions. In contrast, older, dividend-paying firms demonstrate resilience, with minimal changes in investment behavior due to their robust financial structures and diversified financing options. Among the examined transmission mechanisms, the cost channel emerges as the dominant driver of investment heterogeneity, highlighting the critical role of operational costs and earnings dynamics. Demand-side factors, while secondary, exhibit heightened volatility for younger firms, though their contribution to investment adjustments is less pronounced.