PublicaĆ§Ć£o
Web3.0 as an adaptive strategy in crisis : the case of Nike and Adidas
| datacite.subject.fos | CiĆŖncias Sociais::Economia e GestĆ£o | pt_PT |
| dc.contributor.advisor | Reis, Ricardo Ferreira | |
| dc.contributor.author | Sergeev, Mikhail | |
| dc.date.accessioned | 2023-06-01T09:41:13Z | |
| dc.date.available | 2023-12-26T01:30:37Z | |
| dc.date.issued | 2023-01-25 | |
| dc.date.submitted | 2023-01 | |
| dc.description.abstract | The COVIDĀ19 pandemic caused huge distortions to how businesses function and define their strategies, with fashion industry not being an exception. The pandemic gave rise to intensive innovations in the digital sphere due to the fact that customers spent more time online, with gadgets serving as hubs for communication, entertainment, and sources to spend leisure time. For fashion brands, the digital innovations centered around web3.0 and related concepts, namely blockchain, metaverse, and NonĀFungible Tokens (NFTs). Rapid pace of developments across these areas made it crucial for companies to adapt and respond to crisis by bringing their own unique solutions to emerging customer needs (communication, showing off in the digital space, lively interactions, etc.). Therefore, the two brands, which are in the focus of this research, Nike and Adidas, decided to invest in respective projects with the goal to keep up with the market trends, enhance capabilities, and expand resource base. This case aims to extend the body of knowledge in the web3.0 domain including adjacent concepts integral to this term and elaborate on practical implications of theoretical constructs by analyzing Nike and Adidas sportswear brands. This case can be applied to teaching purposes to address subjects such as dynamic capabilities, ResourceĀBased theory, crisis adaptation strategies, and related concepts. | pt_PT |
| dc.description.abstract | A pandemia de COVIDĀ19 causou enormes distorƧƵes na forma como as empresas operam e definem as suas estratĆ©gias, e a indĆŗstria da moda nĆ£o era uma exceĆ§Ć£o. A pandemia deu origem a inovaƧƵes na esfera digital devido ao facto de os clientes passarem muito tempo online, com gadgets a servirem de centros de comunicaĆ§Ć£o e entretenimento. Para as marcas de moda, as inovaƧƵes digitais centraram em torno da web3.0, nomeadamente blockchain, metaverso, e Tokens NĆ£o FungĆveis (NFTs). O ritmo rĆ”pido dos desenvolvimentos nestas Ć”reas tornou crucial para as empresas a adaptaĆ§Ć£o e resposta Ć crise, trazendo as suas prĆ³prias soluƧƵes Ćŗnicas Ć s necessidades emergentes dos clientes (comunicaĆ§Ć£o, exibiĆ§Ć£o no espaƧo digital, interaƧƵes animadas, etc.). Assim, as duas marcas, que estĆ£o no centro desta investigaĆ§Ć£o, Nike e Adidas, decidiram investir nos seus respetivos projetos a fim de acompanharem as tendĆŖncias do mercado, aumentarem as capacidades, e expandirem a sua base de recursos. Este caso visa desenvolver o corpo de conhecimentos no domĆnio da web3.0, incluindo conceitos adjacentes que sĆ£o parte integrante deste termo, e desenvolver as implicaƧƵes prĆ”ticas das construƧƵes teĆ³ricas atravĆ©s da anĆ”lise das marcas Nike e Adidas de vestuĆ”rio desportivo. Este caso pode ser aplicado para efeitos de ensino para abordar questƵes como capacidades dinĆ¢micas, teoria baseada em recursos, estratĆ©gias de adaptaĆ§Ć£o a crises, e conceitos relacionados. | pt_PT |
| dc.identifier.tid | 203277686 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/41279 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Fashion | pt_PT |
| dc.subject | Metaverse | pt_PT |
| dc.subject | Web3.0 | pt_PT |
| dc.subject | Dynamic capabilities | pt_PT |
| dc.subject | Resources and capabilities | pt_PT |
| dc.subject | Strategic crisis adaptation | pt_PT |
| dc.subject | Moda | pt_PT |
| dc.subject | Metaverso | pt_PT |
| dc.subject | Capacidades dinĆ¢micas | pt_PT |
| dc.subject | Recursos e capacidades | pt_PT |
| dc.subject | AdaptaĆ§Ć£o estratĆ©gica aĢ crise | pt_PT |
| dc.title | Web3.0 as an adaptive strategy in crisis : the case of Nike and Adidas | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em GestĆ£o e AdministraĆ§Ć£o de Empresas | pt_PT |