NSBE - Management
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- Bridging the GAP: an evaluation of DAX companies' readiness for ESRS - compliant materiality analysesPublication . Daszkowski, Vivien Maria; Ferreira, LeonorThis Work Project examines the state of the materiality analyses of DAX 40 companies regarding compliance with the requirements of the upcoming European Sustainability Reporting Standards (ESRS). The results of the content analysis show that, overall, the companies are prepared to varying degrees to report in accordance with the future reporting standards. While for some of the ESRS requirements there is already a commendable understanding and comprehensive implementation, notable gaps remain to be addressed. The findings offer valuable insights for academics, companies and regulators who need to navigate and shape the evolving landscape of sustainability reporting.
- The impact of category management and its activation in sales performance and tradePublication . Reis, Isabel Maria Costa Macedo Simões dos; Dahab, SoniaThis project is aimed to analyse category management’s activities in Milupa’s particular case. Through workshops composed of four mothers each (sixty mothers as a whole) it was possible to understand their behaviours in the baby food category as well as to acquire relevant consumer knowledge for Milupa. Sales data, provided by Milupa’s clients, presented a quantitative perspective of Milupa’s category management’ activities. The results achieved lead one to conclude that mothers prefer an organization according to the babies’ age, which facilitates their purchase. They also see promotions as an important item in the baby food category due to their perceived benefits.
- Field lab deciphering the key elements driving German consumer perceptions and preferences for Frozen ready-to-eat meals: a quantitative analysis on consumer perceptionPublication . Dreyer, Elena; Schmitt, DanielaThe German frozen ready-to-eat (RTE) meals market is undergoing significant changes in product offerings, consumer perceptions, and preferences. The research gap created by a lack of insights into the German market is filled by identifying the factors influencing German consumers' choice of frozen RTE meals and focusing on generational differences. Using perceptual mapping, two dominant perceptual dimensions emerge: one centered on non-monetary values, the other on value associations. Demographic factors significantly impact consumer perceptions. In general, Frosta is the dominant brand across various demographics. This work offers insights for crafting successful product strategies and proposes future research implications.
- 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.
- How to increase occupancy rates at Pestana Hotel group's Algarve hotels during the law season communications plan for Pestana AlgarvePublication . Ekeroth, Alice; Velosa, Jorge; Oliveira, Gonçalo MatosThis project proposes a marketing business plan for Pestana Hotel Group, addressing the challenge of increasing occupancy rates during the low season in the Algarve. Based on initial secondary research, UK, Germany and Spain were identified as the most promising markets. Drawing on insights from primary research through means of qualitative interviews and a quantitative survey, the solution addresses barriers and opportunities for the Algarve as a destination in general, and for Pestana specifically. The proposed solution leverages the characteristics of low-season Algarve and outlines a three-year communications plan that positions Pestana as an enabler of authentic Algarve experiences.
- 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.