CLSBE - Dissertações de Mestrado / Master Dissertations
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- Balancing local adaptation and globalbrand consistency : a consumer perspective in the fast-food industryPublication . Lippi, Giulia Brandão Rizzi; Vieites, YanThis study examines how consumers perceive and respond to local adaptation and global brand consistency strategies adopted by multinational brands, with a specific focus on the fast-food industry. The objective is to understand how different portfolio strategies influence consumer attitudes, purchase intention, substitution behavior, visit intention, and willingness to pay from a consumer-centered perspective. A survey experiment was conducted with 180 Brazilian consumers, who were randomly assigned to one of four fictitious marketing campaigns of a global fast-food brand: a control condition emphasizing brand consistency and three intervention conditions representing different portfolio adaptation strategies. The data were analyzed through statistical regression across experimental conditions. The findings show that brand consistency generates higher immediate purchase intention, highlighting the importance of familiarity and habitual consumption in the fast-food context. In contrast, local adaptation primarily affects exploratory consumer responses, such as openness to substitution and interest in considering new products. However, absolute levels of substitution and willingness to pay remain low across all conditions, indicating strong price sensitivity and resistance to changing established consumption habits. Overall, the results suggest that local adaptation plays a relevant role in stimulating engagement and short-term interest, but operates within clear boundaries in habitual and price-sensitive categories. This research contributes to the global branding literature by providing empirical evidence on the differentiated and constrained effects of local adaptation strategies from a consumer perspective.
- Internationalisation pathways of technology-driven SMEs : a case study of RIKUTECPublication . Sprung, Jan Rudolf Siegbert; Reis, RicardoThis dissertation examines how institutional and cultural conditions, organisational capability development and network relationships influence the internationalisation of technology-driven small and medium-sized enterprises (SMEs). Taking the German family-owned manufacturing SME RIKUTEC as a case study, the research explores international expansion in the context of varying levels of institutional distance and market complexity. Drawing on established theories of internationalisation, including the Uppsala model, dynamic capabilities, network theory and institutional theory, the study takes a qualitative case study approach. Empirical data were collected through semi-structured interviews with key decision makers, and these were complemented by internal documents and secondary sources. The analysis follows an abductive logic, iteratively linking theoretical concepts and empirical insights. The findings demonstrate that internationalisation is neither linear nor uniform, but rather evolves through context-dependent learning, incremental commitment and organisational adaptation. In institutionally closer markets, such as the United States, RIKUTEC developed capabilities and internalised activities at an early stage. By contrast, expansion into institutionally distant environments such as South Korea required a prolonged reliance on intermediaries, stronger network support and the development of advanced documentation, coordination and regulatory capabilities before a local subsidiary could be established.Overall, this study makes a valuable contribution to the field of international business research by demonstrating how institutional distance, capability-building processes and network positioning can influence the outcomes of SME internationalisation.
- Emotional storytelling in luxury branding : heritage-storytelling versus status-storytellingPublication . Kurowski, Helena Sophie Dorothea von; Simão, CláudiaIn this dissertation, titled 'Emotional Storytelling in Luxury Branding: Heritage-Storytelling versus Status-Storytelling', Helena Sophie Dorothea von Kurowski examines how luxury brand films with a heritage or status focus shape the perception of authenticity and status, and how these perceptions influence brand attachment, brand-level loyalty and product-level purchase intention in short-form video environments. The study employs a two-phase design: first, a content analysis classifies eight maison-owned YouTube films as either heritage- or status oriented; second, a randomised online experiment (N = 65) exposes participants to either a heritage focused Cartier craftsmanship film or a status focused Tiffany & Co. celebrity film, measuring emotions, appraisals, and relationship outcomes. The study tests a dual-pathway framework, whereby storytelling condition affects outcomes via perceived authenticity and status. It also examines whether brand identification moderates these effects. The results show that heritage storytelling reliably increase perceived authenticity, which in turn significantly predicts attachment, loyalty, and purchase intentions. Status narratives do not raise perceived status beyond an already high baseline, nor do they outperform heritage narratives on any outcome. Mediation analyses confirm that authenticity, rather than status, transmits the effect of narrative condition. Meanwhile, brand identification exhibits strong positive main effects, but no moderation. The dissertation concludes that authenticity is the primary psychological route through which short-form luxury storytelling strengthens consumer-brand relationships, and it recommends communication strategies that foreground visible craftsmanship and maison codes, as well as a coherent heritage. Celebrity and spectacle should be used to support, rather than replace, the brand's authentic core.
- Resilience and reinvention in crisis : a comparative case study of ryanair and norwegian’s adaptive strategies during the COVID-19 crisisPublication . Azevedo, Pedro Santos de; Cardeal, NunoThis dissertation explores how two European low-cost airlines, Ryanair and Norwegian Air Shuttle (Norwegian), responded to the unprecedented disruption of the COVID-19 pandemic. Although both operated within the same industry and under similar external pressures, their contrasting business models and financial structures led to fundamentally different paths of survival and adaptation. The central question guiding this study asks how these structural differences influenced each airline’s ability to respond, adapt, and recover during the crisis. Using a qualitative, comparative case study design based on secondary data, the analysis draws on several theoretical lenses, including dynamic capabilities, organisational ambidexterity, and stakeholder theory, to interpret how firms navigate uncertainty and reinvention under extreme pressure. Ryanair’s experience illustrates the power of consistency. Its conservative financial model, strict cost discipline, and stable leadership allowed it to preserve liquidity and emerge from the crisis even stronger. Norwegian, by contrast, represents resilience through reinvention. Faced with near collapse, it underwent a deep restructuring that transformed its strategy, structure, and identity, allowing the company to regain legitimacy and return to profitability on smaller, steadier terms. The comparison highlights two distinct expressions of resilience: one rooted in discipline and continuity, and the other in simplification and renewal. Together, they show that resilience is not a single formula but a reflection of organisational coherence: the alignment between who a company is and how it chooses to respond when everything changes.
- Beyond compliance : embedding sustainability as a market-driven value proposition in the diamond mining sectorPublication . Almeida, Silchy; Cruz, Nuno Moreira daThe diamond mining sector has long operated in an environment marked by conflict diamonds, weak governance, and strong scrutiny from stakeholders. Growing demands for sustainability from investors, consumers, and communities have created tension between an industry focused on regulatory compliance and the pressure to adopt market‑driven strategic practices.This dissertation examines how sustainability can evolve from a compliance requirement into a strategic asset. Using an exploratory qualitative design, based on semi‑structured interviews and the analysis of sustainability reports and governance frameworks, the study identifies five central dimensions: (1) compliance frameworks such as the KPCS and RJC provide legitimacy but not differentiation; (2) sustainability has become a strategic imperative shaped by market and investor expectations; (3) stakeholder (partes interessadas) trust depends on ethical sourcing, transparency, and community engagement; (4) sustainability supports long‑term value creation through efficiency, innovation, and risk reduction; and (5) structural barriers, including weak governance, limited enforcement, and reliance on voluntary mechanisms, continue to constrain integration.The study contributes to understanding how and why sustainability is emerging as a market‑driven strategic asset, while highlighting the gap between corporate rhetoric and practical impact. Future research could incorporate community perspectives, explore other mineral sectors, or assess the financial outcomes of ESG performance.
- Equity research : StellantisPublication . Bacci, Luca; Kalogirou, FaniThis thesis provides an equity valuation of Stellantis N.V. in the context of the profound structural transformation of the global automotive industry. Shifts toward electrification, software-defined vehicles, and stricter environmental regulation have increased capital intensity and execution risk, contributing to depressed market valuations across the sector. Against this backdrop, the study investigates whether Stellantis’ current market valuation adequately reflects its intrinsic value and long-term cash-generation potential.The analysis combines an industry and strategic assessment with a firm-level business and financial review. Particular attention is given to Stellantis’ diversified brand portfolio, geographic exposure, disciplined capital allocation, and strong free cash flow conversion. A central focus is the strategic partnership with the Chinese electric vehicle manufacturer Leapmotor, a distinctive approach among Western OEMs to improving cost competitiveness and accelerating entry into the low-cost EV segment. The partnership’s implications for margins, capital expenditure, and growth are incorporated into the valuation framework.The core valuation is conducted using a Discounted Cash Flow (DCF) methodology based on Free Cash Flow to the Firm, supported by a relative valuation cross-check using trading multiples. Forecasts are developed over a ten-year horizon to capture cyclical normalization, strategic execution, and long-term steady-state conditions. Sensitivity analyses are performed on key assumptions, including the cost of capital and terminal growth rate, to assess result robustness.The findings indicate that Stellantis’ intrinsic value exceeds its prevailing market valuation, suggesting the market may be overly discounting transition-related risks. Overall, the thesis concludes that Stellantis remains undervalued, while acknowledging material industry, regulatory, and execution uncertainties.
- The impact of business vs. consumer storytelling on consumer trust in digital brand communicationPublication . Lechner, Anna; Pestana, CatarinaStorytelling has become a main marketing tool in digital brand communication, shaping consumer perceptions and fostering strong brand relationships. This thesis examines two types of storytelling: business storytelling, which is created and distributed by brands to convey brand heritage and values, and consumer storytelling, which arises from user-generated content and serves to enhance brand credibility. This study investigates the effects of these two storytelling types on trust within digital communication environments and assesses whether product visibility (product shown versus product absent) influences these perceptions. Using a 2x2 factorial experimental design, participants were exposed to an Instagram post from a well-known beauty brand featuring either business or consumer storytelling, with product visibility systematically manipulated across conditions. The results reveal a significant main effect of storytelling type, with consumer storytelling generating higher levels of brand trust compared to business storytelling. Contrary to initial expectations, product visibility did not significantly affect trust, nor did it interact with storytelling type. Exploratory analyses of brand credibility, authenticity, storytelling quality, and purchase intention yielded comparable outcomes, further reinforcing the robustness of the trust-related findings. These findings establish a foundation for future research to explore these constructs and relationships across diverse industries, product categories, and storytelling types. Overall, this thesis advances understanding of the mechanisms by which storytelling influences trust in digital brand communication strategies.
- Liderança responsável como bússola estratégica nas empresas familiares : o caso Pinto BastoPublication . Barreiros, Susana Maria Valente Ferreira; Dinis, Liliana Brioso Martins de AndradeA presente dissertação é um estudo de caso sobre uma decisão estratégica com que o Grupo Pinto Basto, uma empresa familiar portuguesa com mais de 250 anos, se depara em 2014 com a empresa Africargo. Criada em Angola, em 2010, com mais dois parceiros locais, a empresa de camionagem depara-se com resultados aquém do esperado, impactada pelo contexto de crise económica no país e perante duas perspetivas diferentes quanto ao rumo a tomar. Com este caso, pretende-se compreender de que forma a Liderança Responsável, aliada às características próprias das empresas familiares, pode constituir um instrumento de orientação estratégica. O trabalho analisa os valores e práticas associados a este modelo de liderança, bem como o seu papel na perspetiva do Grupo Pinto Basto em contexto de crise, evidenciando a sua função enquanto “bússola estratégica” e fonte de vantagem competitiva. A análise assume-se como uma ferramenta pedagógica para alunos de Mestrado e MBA em áreas de estudo como a gestão, a ética, a sustentabilidade e as empresas familiares. Através deste caso, os alunos deverão ser capazes de 1) identificar os principais conceitos associados a “liderança responsável” e “empresas familiares” num contexto real e concreto, 2) aplicá-los como vantagens competitivas e princípios de pensamento estratégico de longo-prazo, 3) avaliar criticamente as perspetivas opostas do caso e 4) extrair ensinamentos aplicáveis a outras empresas.
- O papel de ferramentas de Inteligência Artificial na otimização da fase da prospeção, nas vendas B2B, no setor dos benefícios para colaboradoresPublication . Ramos, Cláudia Alexandra Serra Campos Fernandes; Souto, Daniela Langaro da Silva doEste estudo analisa o contributo das ferramentas de Inteligência Artificial (IA) para a eficiência e produtividade na prospeção B2B, com foco no setor dos benefícios para colaboradores. Exploram-se conceitos como o funil de vendas, o centro de compras e o impacto da IA integrada em sistemas de Customer Relationship Management (CRM). A investigação baseou-se em entrevistas semiestruturadas a seis profissionais, de vendas B2B, com um guião construído a partir da literatura e orientado pelo Modelo de Aceitação da Tecnologia (TAM), visando captar perceções de utilidade e facilidade de uso. Os resultados revelam que variáveis externas, nomeadamente a pressão competitiva, a complexidade dos ciclos de venda e a dificuldade de acesso aos decisores, influenciam positivamente a perceção de utilidade das ferramentas de IA, sobretudo pela sua capacidade de acelerar a prospeção e permitir abordagens mais personalizadas. Verificou-se ainda uma correlação entre a intenção de uso e o uso efetivo, destacando a importância da integração tecnológica e da superação de barreiras organizacionais. Conclui-se que a adoção da IA depende não só da sua funcionalidade, mas também de fatores humanos, culturais e estruturais. O estudo apresenta recomendações práticas e propõe linhas de investigação futura, com ênfase nas implicações éticas, sociais e ambientais da adoção tecnológica.
- Entre a visão europeia e a realidade nacional : o papel da AMA na implementação da EUDI wallet em PortugalPublication . Jacob, Idalécio Martins; Amaral, Paulo Cardoso doEsta dissertação apresenta um caso de ensino sobre a Agência para a Modernização Administrativa (AMA) e o seu papel na implementação da Carteira de Identidade Digital Europeia (EUDI Wallet), no âmbito do regulamento europeu eIDAS 2.0. O caso recria um cenário de decisão realista e mostra os principais desafios institucionais, tecnológicos e estratégicos que a AMA enfrenta ao coordenar este processo em Portugal. O trabalho inclui também uma nota pedagógica, pensada para ser utilizada em aulas de Administração Pública, Políticas Públicas ou Sistemas de Informação. Através deste formato, procura-se estimular a análise e a discussão em torno de temas como a governação digital, a inovação no setor público e a transformação institucional. A narrativa combina rigor conceptual com um enquadramento prático, permitindo ao leitor assumir o papel de decisor e refletir sobre fatores críticos para a adoção da EUDI Wallet. Entre estes fatores destacam-se a confiança digital, os efeitos de rede, a utilidade percebida e a gestão dos diferentes stakeholders. O objetivo é contribuir para uma melhor compreensão dos desafios associados à adoção de infraestruturas digitais de grande escala e apoiar o desenvolvimento de competências de decisão em contextos complexos.