Publicação
A Vida é Bela : selling dreams with experience marketing
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Valente, Mário | |
| dc.contributor.author | Pereira, Daniela Ramos | |
| dc.date.accessioned | 2013-10-11T11:42:51Z | |
| dc.date.available | 2013-10-11T11:42:51Z | |
| dc.date.issued | 2012-09-17 | |
| dc.date.submitted | 2012 | |
| dc.description.abstract | In 2002 the experience world was changing in Portugal, when António Quina founded the company A Vida É Bela. Not only Quina found a business opportunity but also a chance to change his own life. Unemployed and without resources, but with a strong vision and belief, he launched the first experience gift company in Portugal. Today, A Vida É Bela is leader in the Iberian market and is looking for growth in Brazil. Quina’s company was a special driver to the tourism and leisure industry, creating a new paradigm. Moreover, it potentiated the promotion of new business, revolutionized the tourism and leisure selling way, introduced a new gift form, segmented the offer and materialized experiences making them accessible to the regular customer. Besides the case study of A Vida É Bela, the following thesis makes an analysis of the experience marketing concept, a basic concept of the company. Furthermore, the case describes how A Vida É Bela was born and the path ran towards the current success. The final objective was to develop, based on the information provided, conclusions about the future of A Vida É Bela: ways to enlarge the customer retention and satisfaction, internationalization options and suggestions of new ideas. The thesis was based on the knowledge of the concepts behind A Vida É Bela and on information provided by contact with the company. The case is a real Portuguese entrepreneurship example with several particularities; it can be used as a tool to understand the strategic decisions of a company from zero to the success and consequent internationalization. | por |
| dc.identifier.uri | http://hdl.handle.net/10400.14/12955 | |
| dc.language.iso | eng | por |
| dc.title | A Vida é Bela : selling dreams with experience marketing | por |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | por |
| rcaap.type | masterThesis | por |
| thesis.degree.name | Mestrado em Gestão |