NSBE - Management
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- Gosweet: a biotech startup transforming the future of sweeteners – business strategy and process optimisationPublication . Mira, Guilherme Cardoso da Costa; Oliveira, Nuno Arantes eGoSweet develops a high-yield chemo-enzymatic process to produce allulose, a low-calorie rare sugar that replicates the taste and function of sucrose. The thesis outlines the health, environmental and market pressures driving sugar reduction, presents GoSweet’s scientific and technological foundation, and defines its U.S. market entry through beverage brands. It details the IP strategy, operational plan, financial model and funding pathway needed to scale production. The project shows how a science-based venture can bring a viable sweetener to market and position itself for strategic acquisition in a growing rare-sugar industry.
- A consulting lab for automatic payment machine process optimisation: an internal evaluation of process flows and improvement opportunitiesPublication . Ávila, Maria Francisca Leal; Casquinho, ConstançaThis Work Project evaluated the performance of HIO’s APM system in Portuguese toll plazas, focusing on operational variability, user interaction failures, and dependence on remote operator support. The analysis employs internal process diagnostics to examine service flows across toll lanes and COP operations, integrating bottleneck analysis and structured root-cause assessment. Findings indicate that throughput limitations arise primarily from high variability in user interactions, error-prone processes and the concentration of exception-handling effort within COP operations. The project concludes with prioritised recommendations aimed at improving process stability, reducing interaction-related disruptions and strengthening overall system performance.
- A journey within MVP academy – defining brand identity and assessing the alignment between intended identity and perceived brand imagePublication . Costa, Mariana Rêgo; Caetano, InêsThis project examines the customer journey within MVP Academy through an integrated analysis of brand identity, pricing strategy, operational touchpoints and athlete development. Through mixed methods, the study assesses the alignment between intended brand identity and potential customers’ perceptions, willingness to pay through behavioral pricing, operational constraints shaping user experience, and the effectiveness of dual career model. Findings reveal misalignments in brand identity transmission, while perceived quality emerges as a driver of price acceptance. Operational reliability, particularly communication and interpersonal interactions, strongly influences user experience. Dual career challenges are shared across athletes, underscoring the relevance of a structured support system.
- A consulting lab for automatic payment machine process optimisation: a hypothesis evaluation and impact analysisPublication . Barata, João Alexandre Madeira dos Reis; Casquinho, ConstançaThis Work Project conducted a structured assessment of HIO’s APM system in Portuguese toll plazas, analysing operational variability, user interaction disruptions, and sustained reliance on remote operator assistance. The analysis evaluates a set of operational and technological hypotheses through internal evidence, external research and quantitative impact assessment. The analysis measured the expected effect of proposed interventions on error frequency, resolution time, and system throughput. Results revealed a heterogeneous impact across hypotheses, both operationally and financially. The project concludes with a set of prioritised recommendations aimed at improving processing efficiency and strengthening overall system performance.
- Gosweet: a biotech startup transforming the future of sweetenres-technology development and intelectual property strategyPublication . Fonseca, Marta; Oliveira, Nuno Arantes eGoSweet develops a high-yield chemo-enzymatic process to produce allulose, a low-calorie rare sugar that replicates the taste and function of sucrose. The thesis outlines the health, environmental and market pressures driving sugar reduction and presents the intellectual property strategy designed to protect the technology and secure its exclusive rights. It then examines the development of the underlying process, including its current maturity level and planned scale-up pathway.
- Establishing Compal as a relevant juice for local consumers in the moroccan market marketing strategy for Compal in moroccoPublication . Schenkel, Annika Kim Katharina; Velosa, JorgeThis study examines how Compal can strengthen its relevance in the Moroccan juice market. Combining qualitative and quantitative research, it analyses market dynamics, consumer preferences and barriers to growth. The results show that purchasing decisions are primarily driven by taste, naturalness and perceived health benefits, while brand loyalty remains low. Compal’s current performance is constrained by limited visibility and restricted distribution. Based on a segmentation, targeting and positioning (STP) approach, three consumer segments are identified, with Family Providers selected as the primary target due to their high consumption frequency and strong alignment with Compal’s natural and quality-focused brand equity. The proposed strategy positions Compal as a premium yet accessible family juice that combines fruit-first taste with trustworthy European quality, tailored to Moroccan family and hosting occasions.
- A consulting lab for automatic payment machine process optimisation: an internal analysis of operational constraints and system inefficienciesPublication . Matos, Inês Sofia dos Santos Gomes de; Casquinho, ConstançaThis Work Project investigated efficiency constraints within HIO’s APM system in Portuguese toll plazas, assessing operational variability, interaction inefficiencies, and reliance on remote operator intervention. The analysis leverages internal stakeholder interviews, field observations, process mapping and operational performance data to assess organisational constraints, system inefficiencies and error-resolution dynamics across APM, manual lanes and COP-supported processes. Findings indicate that performance gaps arise from variability in exception-handling and internal coordination processes, leading to longer processing times and higher COP intervention. The resulting recommendations target the most pressing constraints to support smoother operations, greater system robustness, and sustained performance improvements.
- Establishing Compal as a relevant juice for local consumers in the moroccan market brand identity & brand elements of Compal in maroccoPublication . Franceschet, Melissa; Velosa , JorgeThis work examines how Compal can be established as a relevant juice brand for local consumers in the Moroccan market. The Group Report provides a comprehensive analysis of the market environment, consumer behaviour, and competitive landscape, supported by qualitative and quantitative research. Based on these insights, a marketing strategy is developed to address key barriers to brand growth. Building on the Group Report, the Individual Report focuses specifically on the development of Compal’s Brand Identity and Brand Elements, analysing how visual and verbal brand components can be adapted to the Moroccan context. The study highlights the importance of naturalness, clarity, and cultural relevance in strengthening brand recognition and perceived value.
- How to make CUF better serve international patients-developing the communications planPublication . Lopes, Carolina Gaspar rodrigues Lobato; Velosa, JorgeThe global healthcare industry has witnessed revolutionary advances over time, with CUF consolidating its position as a benchmark in Portugal. The project addresses the question How to make CUF better serve international patients? offering recommendations to strengthen CUF’s value proposition for this promising, high-value segment. Grounded on a situation analysis and supported by qualitative and quantitative research, this report outlines a marketing plan and proposes a marketing strategy, translated into a marketing mix and an integrated marketing communications plan. The individual assignment provides additional insights on how to maximize awareness and improve CUF’s ability to attract and serve international clients.
- A journey within MVP academy – a behavioural pricing analysis and the accessibility exclusivity dualityPublication . Rosário, Madalena Cruz Zarco Martinho do; Caetano, InêsThis project examines the customer journey within MVP Academy through an integrated analysis of brand identity, pricing strategy, operational touchpoints and athlete development. Through mixed methods, the study assesses the alignment between intended brand identity and potential customers’ perceptions, willingness to pay through behavioral pricing, operational constraints shaping user experience, and the effectiveness of dual career model. Findings reveal misalignments in brand identity transmission, while perceived quality emerges as a driver of price acceptance. Operational reliability, particularly communication and interpersonal interactions, strongly influences user experience. Dual career challenges are shared across athletes, underscoring the relevance of a structured support system