R - Dissertações de Mestrado / Master Dissertations
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- Anchored in heritage, shaped by consumer trust : sustainability disclosure in family firmsPublication . Martins, Sara Gomes; Dinis, LilianaAmid increasing regulatory demands and stakeholder pressure for firms to implement sustainability practices, sustainability disclosure, defined as the communication of environmental, social, and governance information to external stakeholders, has become an important driver of corporate reputation and legitimacy. This is particularly relevant for family firms, whose long-term orientation, emphasis on legacy, and reliance on enduring customer relationships make the consistency of sustainability disclosure essential for sustaining trust and loyalty over time. This study examined how ownership (i.e., whether a firm is family-owned or not) is associated with consumer trust in sustainability disclosures, considering potential underlying mechanisms such as the perception of negative sustainability information and perceived firm transparency. Based on 191 valid responses obtained from an experimental design involving a fictitious fast-fashion company (RSM), the results indicate that, within this experimental setting, family ownership is associated with higher levels of trust, primarily due to higher perceived transparency. Simultaneously, negative sustainability information, although associated with lower trust, does not mediate the relationship between family ownership and trust, suggesting that reactions to negative disclosures operate independently of ownership type. These findings indicate that clear and consistent sustainability communication is associated with consumer trust and may be relevant to family firm managers when addressing reputational risk management. The study also outlines potential avenues for future research, including the examination of trust dynamics over time, cross-cultural differences in trust formation, and the role of a firm’s life cycle.
- Internationalization strategy of marshmellow fabrics : a strategic framework for market entry in japanPublication . Bauer, Charlotte Luise; Xavier, RuteThis study examines the market access potential of Marshmellow Fabrics, a Portuguese premium home textiles brand, in the Japanese market. Specifically, it investigates the factors influencing Japanese consumers' purchase probability, acceptable price levels, and preferred sales channels for this new European premium brand. This analysis is based on established internationalization frameworks and consumer behavior theory.The research design employed a two-stage methodology. A structured secondary data analysis was conducted to evaluate the macroeconomic conditions, industry dynamics, regulatory framework, and institutional characteristics of the Japanese home textiles market. Subsequently, primary quantitative data were collected via an online survey (N = 84). Multiple regression models (effective N = 82) were estimated to examine the simultaneous effects of perceived product attributes, attitudes toward foreign/premium brands, and perceived market barriers on purchase probability.The results of the study show that price sensitivity is the only statistically significant independent predictor of purchase probability. In contrast, perceived quality, sustainability, and brand attitude have no independent effects in the multivariate context. The findings indicate that product quality in the Japanese market functions more as a baseline expectation than as a differentiating factor for purchase intention.This study contributes to research on international market entry by integrating both institutional and consumer perspectives. Furthermore, it provides management implications for European premium brands considering entering the Japanese market.
- Práticas pedagógicas inclusivas na educação infantil : desafios e possibilidades no atendimento de crianças com transtorno do espectro autista (TEA)Publication . Garcia, Thamires Alves; Ponte, Filomena Ermida Costa Figueiredo Branco daO presente estudo, de natureza quantitativa e caráter exploratório, examina as práticas pedagógicas inclusivas empregadas por docentes da Educação Infantil no atendimento a crianças com Transtorno do Espectro Autista (TEA). O principal objetivo é examinar os obstáculos encontrados e as oportunidades que surgem ao se criar uma educação verdadeiramente inclusiva para esses indivíduos. A metodologia incluiu a aplicação de um questionário estruturado a professores atuantes em salas de aula de instituições de ensino públicas e privadas do município de Paraipaba, no Ceará, Brasil. Os resultados nos mostram que, embora haja progressos legais e aumento no número de crianças diagnosticadas com TEA, os principais obstáculos estão na falta de formação adequada para os docentes, na inadequação da infraestrutura escolar e na excessiva carga horária de trabalho dos profissionais. Por outro lado, as oportunidades se revelam na adaptação curricular inovadora, no uso de recursos visuais e tecnológicos e, acima de tudo, na importância dada à interação e à cooperação entre a equipe pedagógica, a família e os profissionais de apoio. A verdadeira inclusão vai para além do simples acesso às instituições de ensino regular; é necessário garantir condições estruturais e pedagógicas que favoreçam o desenvolvimento integral dos discentes com TEA. Isso ressalta a necessidade urgente de políticas públicas que priorizem a formação continuada dos educadores, visando à implementação de uma educação verdadeiramente diversa e inclusiva nas instituições de ensino brasileiras. Por se tratar de uma pesquisa quantitativa, teremos uma amostra composta por professores da educação infantil de seis escolas, sendo metade destas instituições particulares e a outra metade públicas. O instrumento empregado na coleta de dados será um questionário (elaborado por nós, no formato online, na plataforma Google Forms), aplicado em um procedimento padrão, após uma explicação clara e concisa de cada item. Os resultados alcançados serão adequadamente processados e exibidos de forma clara e precisa. As conclusões finais serão apresentadas de forma clara e fundamentada.
- Equity valuation : the Coca-Cola CompanyPublication . Oliveira, Adriana Sofia Marques; Martins, José Carlos TudelaEsta dissertação reflete sobre o valor intrínseco da ação da The Coca-Cola Company, a principal empresa global de bebidas não alcoólicas, amplamente reconhecida pela sua marca de bebidas gaseificadas Coca-Cola. O objetivo desta avaliação é recomendar uma decisão de compra, venda ou manter a ação da empresa com base na avaliação dos capitais próprios da mesma. Ao longo da dissertação são abordados os diferentes métodos utilizados na avaliação de uma empresa ou ativo, seguindo-se uma análise holística da empresa onde é enquadrada a sua performance operacional e financeira em conjunto com as dinâmicas históricas, atuais e futuras do mercado e indústria em que a The Coca-Cola Company se insere. Esta parte de enquadramento converge para a avaliação dos capitais próprios da empresa usando como principal método de avaliação o DCF, onde são elencados e justificados os pressupostos utilizados na projeção dos fluxos de caixa. Este exercício de avaliação é complementado com uma segunda avaliação dos capitais próprios da empresa pelo método de avaliação comparativo por múltiplos. Por fim, os resultados são confrontados com os resultados obtidos num relatório realizado pelo Deutsche Bank. Esta dissertação é concluída com uma recomendação de compra da ação, usando como principal justificação o valor obtido por ação pelo método do DCF de 75,03 dólares.
- The impact of nostalgic advertising on consumer responses to brand-value incongruencePublication . Speck, Anna-Marie; Braga, João NizaHedonic brands increasingly face the challenge of responding to rising consumer interest in health-oriented consumption without undermining their established brand identity. This thesis examines how nostalgic advertising shapes consumer responses when a traditionally indulgent brand communicates a health-oriented message, using Nutella as an example. The study investigates the effects of advertising type (nostalgic vs. non-nostalgic) and message framing (health vs. indulgence) on perceived brand-value incongruence, emotional brand attachment and purchase intention. A 2 x 2 between-subjects experiment was conducted, and the data were analyzed using ANCOVA. The results show that health-oriented communication leads to higher perceived brand-value incongruence than indulgence-framed communication, regardless of advertising type. Nostalgic advertising leads to higher emotional brand attachment and purchase intention compared to non-nostalgic advertising. However, these effects are not stronger in the health message than those observed in the indulgence-framed message. This indicates that nostalgia enhances consumer responses without outperforming fully brand-consistent messaging. This research contributes to a more nuanced understanding of nostalgia as an emotional strategy in value-incongruent brand communication.
- The impact of emotional sponsorships, such as music festivals and football events, on the brand strength of rational brands, focusing on the insurance industry as a referencePublication . Bevan, Matilda da Silva Félix; Tavares, PedroRational brands, particularly in the insurance industry, are shaped by the serious and intangible nature of their services. Despite this, their presence in emotionally charged sponsorship contexts such as football events and music festivals is growing. This dissertation examines how these emotional environments influence brand strength for rational brands, focusing on relationship and reputation dimensions, across generations. It aims to identify which sponsorship context characteristics are most influential within each event type. A mixed-method approach was used, combining exploratory qualitative interviews with a quantitative survey. The qualitative phase explored perceptions of rational brands in emotional sponsorship settings and insights, while the quantitative phase assessed the perceived impact of sponsorship characteristics across football events and music festivals, differentiating between Generation Z and Generation X. The findings show that both contexts contribute to brand strength in different ways. Football sponsorships mainly reinforce trust and credibility through stability, with team quality and partnership longevity playing a central role. In contrast, music festivals influence brand strength through the event experience itself, relying on fit, experiential activations, and service quality. Generational differences are also evident, with Generation Z and Generation X prioritising different contexts and cues. Overall, the study demonstrates that the perceived mismatch between rational brands and emotional sponsorship contexts can be strategically leveraged to support different brand strength outcomes.
- Partnerships and microfinance : scaling off-grid solar solutions in RwandaPublication . Rosenfeld, Tim Marco; Rajsingh, PeterAccess to modern, reliable electricity remains a core development challenge, particularly in Sub-Saharan Africa. In Rwanda, rapid electrification through grid expansion and off-grid solar has increased coverage, yet affordability continues to limit uptake of solar home systems and larger off-grid systems. This thesis examines how partnerships between microfinance institutions (MFIs) and off-grid solar providers can enable scalable end-user financing for off-grid solar in Rwanda. Using a qualitative Rwanda case study, the analysis combines secondary sources with 23 semi-structured interviews with MFIs, solar companies, regulators, donors, and sector experts. Guided by resource-based, dynamic capabilities, and social-capital perspectives, the findings show that scalable solar finance depends on managing the full customer journey as an integrated system–targeting and acquisition, service and maintenance, repayment routines, and enforcement–rather than treating finance and technology as separate tasks.Scaling requires bundling complementary capabilities across organizations, translating trust and verifiable borrower information into enforceable repayment, and adapting products and routines as conditions change. The thesis specifies a set of mechanisms for scaling, including clear accountability for maintenance and service quality, low-friction digital repayment workflows, performance-gated concessional finance that strengthens durable routines, and alignment of targeting and loan tenors with electrification plans to reduce stranding risk.
- Creating a go-to-market strategy for an AI automation venture : new business opportunitiesPublication . Klasen, Luc-Noah; Xavier, RuteThe objective of this thesis is to develop a coherent go-to-market strategy for an early-stage automation venture targeting German SMEs.The thesis utilizes a theory-based methodological approach and draws on various models such as the business model canvas and Porter's five forces. In addition, a quantitative analysis of a survey is used, which asks decision-makers in German SMEs about their attitudes and perceptions of AI and automation. The German SME market is attractive but presents competitors with a number of challenges. Market entry is possible, but providers must provide credible evidence of their competence and minimize the perceived risk. According to the data, the current readiness of the SMEs surveyed depends most strongly on the perceived benefits and ease of the training. Digital maturity emerges as the only structural segmentation marker that indicates automation readiness. Companies with lower digital maturity make their adoption intentions more dependent on provider attributes but can also be more easily persuaded. High digital maturity firms, on the other hand, already show a higher willingness to implement, which is less dependent on provider positioning.This results in a GTM strategy with sequential customer targeting. High digital maturity firms are approached first, as they are easier to close and provide clear and authentic evidence more quickly. Targeting is then scaled by also approaching low digital maturity firms with a stronger focus on reassurance. Project results are converted into reusable proof assets and positioning and channel distribution are iteratively refined.
- Leading in the age of artificial intelligence : how AI adoption transforms managerial work, competencies, and practicesPublication . Skubella, Lina; Mendonça, CristinaThe increasing adoption of artificial intelligence (AI) in organizations has changed the workplace. While research focuses primarily on technical implementation or employee acceptance, the managerial dimension remains underexplored. Therefore, this thesis examines how AI adoption affects the work and competencies of managers and what management actions can support successful adoption. To address these objectives, semi-structured interviews were conducted with 10 managers and five AI experts. The data was analyzed using inductive thematic analysis.Findings show that AI adoption reshapes managerial work by accelerating information processing and analytical activities, leading to shorter decision cycles. Managerial value creation increasingly shifts toward interpretation, prioritization, and sense-making for employees. As a result, AI adoption rebalances competency requirements, as contextual judgement, critical evaluation, learning orientation, and human-centered leadership gain importance. Successful AI adoption is associated with managerial actions that legitimize AI use, foster psychological safety, enable experimentation, and provide governance and support structures. Taken together, this thesis shows that AI adoption does not fundamentally redefine managerial roles formally but rather changes the work in practice by shifting responsibilities and competency demands. Overall, managers must navigate the tension between technical acceleration and human-centered guidance.
- Drivers of the sober movement in the FMCG beverage industryPublication . Ream, Gabriella Marie; Rajsingh, PeterThe sober movement, characterized by rising numbers of sober-curious and mindful drinking trends, has reshaped the fast-moving consumer goods (FMCG) beverage industry, with no/low-alcohol products gaining traction among younger demographics. A mixed method approach investigated how consumer attitudes and intentions toward health, wellness and additional drivers influences purchase intention of non-alcoholic beverages. A literature review, ten interviews from industry professionals, and a survey of 134 respondents were triangulated to test six hypotheses, while relating to the theory of planned behavior and consumer culture theory. Quantitative findings revealed modest but significant effects of health and wellness on both intentions to reduce alcohol consumption and NA adoption, highlighting an intention-behavior gap. Retail visibility, particularly increased in-store availability, emerged as the strongest predictor. Social norms and economic/product design factors showed no significant influence, indicating normalized moderation and price/format inelasticity. Qualitative insights emphasized supply growth, premiumization, and coexistence among current options. This study contributes to understanding the sober movement as a multi-dimensional cultural shift, with strategic implications for FMCG brands: prioritizing retail push, innovation, and strategic marketing over reliance on previous messaging or economic incentives alone.