CLSBE - Dissertações de Mestrado / Master Dissertations
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- Brand awareness and image of Allianz Portugal : strategics approaches to enhancing and differentiating the brand in the business to consumer (B2C) insurance marketPublication . Salsa, Maria José da Conceição da Silva; Celeste, Pedro Manuel Amador RodriguesThe insurance sector is undergoing a transformation driven by multiple factors: strong competitive pressure, accelerated digitalization, consolidation among major traditional players, the emergence of InsurTech, and increasing consumer demands for trust and emotional brand relevance. In Portugal, Allianz has invested in awareness and repositioning campaigns, yet the challenge remains to convert this communication effort into effective differentiation in the B2C market. This dissertation examines how Allianz Portugal can strengthen its presence and clarify its value proposition among consumers through marketing and branding strategies aligned with sector trends. The study combines brand metric analysis, competitive benchmarking, and consumer perceptions gathered through a survey. Findings reveal low spontaneous recall and a predominantly functional image, features that are characteristic of the sector. The research concludes that the brand needs to evolve towards a more local, consistent, and emotionally engaging narrative, centered on trust, empathy, and purpose, leveraging continuous communication and brand experiences that convey protection in both tangible and emotional ways. Sustainable differentiation depends on positioning Allianz not merely as an insurance provider, but as a relevant partner in customers’ everyday lives.
- Digitalização e relacionamento no B2B industrial : um estudo do caso sobre a hibridização entre tecnologia e proximidade humanaPublication . Amadio, Riccardo; Celeste, Pedro Manuel Amador Rodrigues
- O impacto económico-financeiro e social em empresas familiares na sucessão : o caso da Moldetipo GroupPublication . Santos, Rúben André; Celeste, Pedro Manuel Amador RodriguesA sucessão nas empresas familiares constitui um dos momentos mais críticos para a sua continuidade e sustentabilidade. Este estudo analisa o caso da Moldetipo Group, empresa familiar portuguesa em fase de preparação para a transição geracional, com o objetivo de compreender como os colaboradores percecionam o processo sucessório e de que forma essa perceção influencia a motivação, o clima organizacional e o desempenho económico-financeiro. A investigação adota uma metodologia mista, combinando uma revisão sistemática da literatura com a recolha de dados primários através de questionário estruturado e focus group. Os resultados esperados visam identificar fatores críticos de sucesso, boas práticas e desafios associados à comunicação interna, integração de novos líderes e manutenção da cultura organizacional. Este estudo contribui para o aprofundamento teórico sobre a sucessão em empresas familiares e oferece orientações práticas para uma gestão mais estratégica e sustentável deste processo. A investigação sobre a sucessão na Moldetipo Group revela um equilíbrio entre confiança e incerteza entre os colaboradores. Embora a maioria acredite no planeamento da transição, persistem fragilidades na comunicação e no envolvimento interno, sobretudo entre os mais antigos. Os dados quantitativos e o focus group evidenciam que a transparência, o reconhecimento e a profissionalização são fatores decisivos para garantir estabilidade e continuidade. Conclui-se que a sucessão deve ser gerida de forma estratégica, com foco em três eixos principais: comunicação clara, participação ativa dos colaboradores e desenvolvimento estruturado da nova liderança.
- Creation of economic value in businesses grounded in creativityPublication . Mesquita, Maria Inês Cabral de Moncada Pinto de; Celeste, Pedro Manuel Amador RodriguesContext and objectives: This dissertation was centered on the sustainable growth of enterprises that base their strategy on creativity and innovation, with the primary aim of aiding creatives, entrepreneurs, and innovators in comprehending and structuring businesses in the creative domain. Method and results: The investigation was undertaken to identify strategies with a particular emphasis on the well-being of creatives and their establishment of optimal conditions for producing high-quality goods. To achieve this goal, interviews were conducted with eight creatives and extensive research in the form of a literature review, covering topics such as creativity, the role of the creative individual and entrepreneur, the creative market, the significance of creativity, challenges faced by creatives, as well as discussions on the creative process, the needs of creatives, business strategy, and the current critical success factors for sustainable enterprises. The study yielded a solution in the form of a generic Creative Business Model Canvas and Creative Business Plan Canvas, intended for application as foundational frameworks by any Creative Business. Conclusions: It was concluded that structuring creative enterprises and adapting management strategies to these distinctive business models is possible.
- Data to value : digital product passport in SMEs : how the implementation of the DPP is transforming small and medium-sized fashion companies in GermanyPublication . Mannert, Anna Theresia Hedwig; Rajsingh, PeterThis thesis investigates how the implementation of the Digital Product Passport (DPP) is transforming small and medium-sized fashion companies in Germany within the EU9s Ecodesign for Sustainable Products Regulation (ESPR). Using a mixed-methods design, it integrates expert interviews with a consumer survey to analyze organizational readiness and end-user acceptance of DPP-enabled transparency. On the firm side, an analytical lens combining dynamic capabilities, ambidexterity, and the resource-based view assesses how SMEs sense, seize, and reconfigure for DPP adoption; on the consumer side, the Technology Acceptance Model (TAM) frames perceived usefulness, ease of use, and trust as drivers of intended use. A structured literature review (N = 618) revealed a pronounced empirical gap. The examination of DPP in fashion is the subject of very few studies, with an even smaller number focusing on SMEs. Only a small subset addresses the German/EU context. Building on this gap analysis and the primary data, the thesis maps implementation stages and proposes two adoption paths, compliance-only versus capability-building, highlighting enablers (standards, data governance, supplier integration) and barriers (resource constraints, label fatigue, data credibility). The study contributes actionable guidance for SME managers and industry actors on aligning DPP investments with circularity goals and competitive positioning under ESPR.
- Do vegan labels shape consumer perceptions? : evidence from an experimental studyPublication . Minks, Julia; Braga, João NizaThis master thesis explores the impact of vegan labeling on consumer perceptions. With vegan products moving from niche to mainstream, vegan labels have become an essential means of communicating product attributes and guiding consumer choice. Drawing on heuristic– systematic processing, attribution theory, and the Persuasion Knowledge Model, this study investigates whether vegan labels influence perceptions of calories, price, naturalness, and trust, whether such effects depend on the perceived intention behind a product9s vegan status, and how these judgments translate into behavioral intentions. A 2×2 between-subjects online experiment (N = 140) tested label presence (with vs. without vegan label) and product intentionality (intentional vs. unintentional) across three food categories. No significant main effects emerged in the full sample, and intentionality did not moderate outcomes. However, analyses of participants who correctly recognized the label condition (N = 126) revealed effects: vegan-labeled products were perceived as less caloric, while initial shifts in trust and environmental friendliness weakened once individual differences were considered. Across outcomes, dietary orientation and vegan familiarity emerged as strong predictors. Exploratory analyses further showed that behavioral intentions were driven mainly by taste expectations, with naturalness and, under label recognition, health perceptions playing smaller roles. These findings suggest that vegan labels act as weak heuristic cues, shaping judgments only under conscious recognition, with individual characteristics exerting influence. Theoretically, this refines understanding of labeling boundaries and underscores the role of consumer characteristics. For managers, it implies that vegan labels should be integrated into broader communication strategies rather than relied upon alone.
- Managing the “fiber market rollercoaster” : strategic adaptation during the 4G to 5G transitionPublication . Repp, Niklas Benedikt; Cardeal, NunoRapid changes in demand during the 4G to 5G transition reshaped the global optical-fiber value chain, triggering oversupply, price collapses, and sharp regional asymmetries. This dissertation investigates how “HCV” (an anonymized global producer of high-purity synthetic quartz glass preforms) navigated the 2014 - 2023 “fiber market rollercoaster” and rebuilt competitiveness after the downturn. The extensive research review includes the frameworks of crisis and crisis management, the PESTEL analysis as well as established theories of core rigidies and dynamic capabilities in order to build a solid base for examining the case. Methodologically, the case study was developed from semi-structured executive interviews enhanced with internal and external secondary sources. Viewed through Barreto’s dynamic capabilities lens, the case shows a firm strengthening its problem-solving potential across four fronts: sensing shifts in markets and risk, making timely choices, keeping decisions market-oriented, and deliberately changing its resource base. By institutionalizing these pillars HCV reprioritized cash and customers, upgraded processes, and reconfigured assets. The organization converted disruption into renewed competitiveness, with faster execution, lower unit costs, and a more resilient revenue mix. The dissertation concludes with teaching notes that integrate the research note and the case, enabling instructors to guide discussion on crisis, strategic adaptation and dynamic capabilities.
- Focus shift : from expertise to automation? : the impact of generative AI on management consulting workflowsPublication . Schmidt, Maximiliane; Andersen, EspenThis thesis examines GenAI’s impact on management consulting workflows, highlighting significant shifts in focus, time, and required skills while maintaining the importance of human expertise. These dynamics were analyzed through 12 qualitative interviews with industry consultants from Germany and Austria at various positions, across different consulting expertise, experience, and companies. This analysis shows that, when used correctly, GenAI can significantly enhance efficiency, especially during early problem-solving, particularly in automating routine tasks like research, knowledge synthesis, and drafting content. Partial automation of routine tasks allows consultants to redirect some of their time toward more strategic, creative, and complex challenges. This thesis highlights that consultants must expand their skillset to navigate the tool's use. Interviewees noted that core consulting skills, such as expert knowledge, critical thinking, domain expertise, and interpersonal skills, are irreplaceable. Besides investing in GenAI tools, consultancies must invest in training programs to prepare their workforce for using GenAI. The findings show that GenAI cannot replace human expertise and experience, but can enable consultants to gain faster insights, improving decision-making if the tool is embedded appropriately in consulting workflows. By responsibly implementing GenAI, a consultancy can remain competitive in a rapidly changing environment while giving consultants the opportunity to reduce their manual workloads to focus on delivering exceptional results in knowledge work. Ultimately, this thesis shows how GenAI influences consulting workflows, emphasizing its role in supporting consultants and delivering value without sacrificing quality.
- Determinants of continuous use intention : an empirical study of ChatGPT among students in German higher educationPublication . Taheri, Kian; Rita, MiguelThe rapid integration of generative AI like ChatGPT into German higher education has outpaced empirical understanding of its long-term use. Beyond initial adoption, a critical gap exists regarding factors driving students to sustainably embed these tools into academic workflows. This thesis addresses this gap by identifying and empirically analyzing the key determinants of students' Continuous Use Intention (CUI) of ChatGPT for academic purposes within this national context. A quantitative, cross-sectional survey was conducted, and a series of linear regression analyses were performed to test an integrated model combining constructs from technology acceptance theories with AI-specific factors. The results revealed a hierarchy of factors predicting CUI. Habit emerged as the most powerful determinant of CUI, followed by Perceived Usefulness and AI Literacy, all showing significant positive effects. Contrary to established models, Satisfaction and Trust in AI did not have a significant direct influence in the final model. However, Perceived Accuracy was a strong predictor of both, establishing it as a foundational prerequisite. This research concludes that sustained use of ChatGPT by German students is primarily a function of routinized behavior, perceived value, and user competence. Findings suggest that traditional drivers like Satisfaction and Trust act as indirect, foundational "gateway" conditions rather than direct drivers in a mature usage context.
- Kayrros and the energy intelligence marketPublication . Schwartz, Tiago Santos Laborinho; Parada, PedroThis research provides a comprehensive strategic analysis of Kayrros and the energy intelligence industry in which it operates. Founded in 2016, Kayrros leverages advanced geospatial intelligence, artificial intelligence (AI), and machine learning to deliver actionable insights for industries, regulators, and governments. Using Kayrros as a representative case study, this dissertation examines how the broader energy intelligence market, valued at approximately $13 billion globally in 2024, serves as the critical nervous system for modern energy markets. This analysis employs a mixed-methods approach, including structured interviews with key stakeholders, quantitative market analysis, and extensive literature reviews, to evaluate Kayrros' current position and identify strategic growth opportunities within the industry context. The research reveals that Kayrros possesses significant competitive advantages through its integrated approach to data analytics and commitment to sustainability, yet faces challenges from established competitors and dependencies on third-party data providers. Examining industry trends through Kayrros' experience shows how the sector has shifted from traditional data providers offering retrospective analysis to tech-enabled platforms delivering near real-time insights. The study concludes with actionable recommendations for short-term strategic priorities and a long-term growth roadmap, emphasizing geographic expansion into emerging markets, product diversification into adjacent industries, and investment in proprietary technologies to enhance operational control and cost efficiency. This analysis contributes to both academic discourse on energy intelligence and provides practical strategic guidance for navigating the evolving landscape of data-driven sustainability solutions.