NSBE - Management
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- Key success factors of replicated social businessesPublication . Martins, André Filipe Reis; Martins, Miguel AlvesNowadays, social business ventures are still a relatively unknown kind of organization in our society and does not exist a lot of research about them (Lampking, 2009). By combining a social purpose with a for-profit mindset, these initiatives become an effective way to respond to previously unsatisfied social needs (Seelos and Mair, 2005) which contrasts to a traditional view as inefficient, ineffective and unresponsive organizations (Dees, 2001). Thus, taking advantage of the lack of awareness about how these organizations operate, this work project intends to increase the knowledge about them. To perform it, this work project intends to analyze and understand the key success factors of the business models of successful social business ventures, indentifying their common patterns that allow them to be effective.
- Financing green development: 'Climate Bonds’ as a solution for institutional investors engagementPublication . Aguiar, Paulo Ricardo Rua; Cunha-e-Sá, Maria AntonietaThis study examines whether ‘climate bonds’ are achieving the desired investment scale to tackle climate change and whether those bonds are being issued with features that are attractive to institutional investors. Several cases of climate bond issuances, especially by companies were analyzed. While investor’s interest in climate bonds exists, this market is still small and investors are not being offered with an attractive investment scale. As the results indicate, both credit enhancements and aggregation vehicles to enable scale investments are possible solutions to boost the climate bond market.
- The impact of size of the firm and exchange rate in the export propensity of domestic and foreign owned firms in a developing country: a study of the Brazilian exportersPublication . Pessoa, Francisco Garcez Palha da Costa; Gerasymenko, Violetta; Boehe, DirkIntegrating the resource based view and theory behind exchange rates, this study analysis the export propensity of domestic and foreign owned Brazilian exporters. Panel data of 214 of the biggest Brazilian firms with years ranging from 2001 to 2010 is used with a fixed effects logistic regression. Results suggest that Size and Real Effective Exchange Rate affect the export propensity of firms differently, depending on the source of ownership of the firm. Size will have a high positive impact on the export propensity of foreign owned Brazilian firms, while the Real Effective Exchange Rate will have a low but positive impact on the export propensity of Brazilian owned firms.
- A CSR communication strategy for Continente: improving brand image and reinforcing local community bondsPublication . Heleno, Ana Isabel Delgado; Agante, LuísaThe aim of this Work Project is to present a Corporate Social Responsibility communication strategy for Continente, leader of Portuguese food-retail market. The project was developed in a partnership with the communication agency Fuel and it is focused on Continente’s cause-related marketing project, “Missão Sorriso”. The strategy presented aims to improve Continente’s image and reinforce its positioning as a close and inspiring brand, taking into account brand values and its strategic vision. In this sense, the project presents recommendations at brand level, intending to clarify Missão Sorriso identity and positioning, and at the activation level, in order to reinforce the perceived authenticity and proximity of its CSR initiatives. The implementation plan comprises two activities that leverage Continente competitive advantages, reinforcing its local relevance through partnerships with schools and local institutions, and supporting the strategic integration of Missão Sorriso into corporate business.
- A marketing plan for the ice cream brand Max Adventures in food servicePublication . Carbó, Marina Cercós; Centeno, VictorThis project consists on developing a marketing plan in the Spanish market for the ice cream brand Max Adventures in the food service sector. The objective of the plan is to increase current level of sales and distribution. For this reason an external and internal audit is done in order to understand the context, observe what competitors are doing, discover consumer needs and wants and analyze the brand internally. The proposed marketing plan is based on my internship in Unilever, the audit results and it suggests recommendations in terms of product, price and promotion.
- Social networks as GloCal products: the case of FacebookPublication . Kohl, Martina; Lages, Luís FilipeThe appropriateness of following a globally standardized or locally adapted strategy in global marketing has been subject of an on-going debate for several decades. However, little research exists of how to follow standardization and adaptation (s/a) simultaneously and to take advantage of both strategies, in brief how to follow a GloCal approach. Thus, the purpose of this case study is to generate theoretical insights of how to follow a GloCal strategy, based on the case of Facebook. After reviewing critical points of current knowledge in the field of s/a, qualitative research via open-ended in-depth interviews from a sample of Facebook users from 16 different countries was conducted. The outcome supports that common needs and individual usage behavior of Facebook users favor a strategy that is simultaneously standardized and adapted, within different aspects of the product element. Results are presented narratively intertwined with theory and prior study results. Findings reveal that Facebook is following a GloCal approach. By abstracting from the case of Facebook to a general level theoretical insights are gained of how to follow s/a simultaneously. This work contributes to existing theory, since it is a starting point to close the research gap of how to follow s/a simultaneously in international marketing. Additionally, it exhibits the significance and importance of the GloCal approach. Regarding practitioners this work provides guidance on how to create synergies, while considering differences within their international marketing strategies.
- Selection of a co-operation agreement between EMOVE – Innovative Technologies and WavEC – Wave Energy CenterPublication . Soares, Sofia Ventura; Dahab, Sónia; Soeiro, Filipe CastroThe purpose of this study is to find the best technological co-operative arrangement for two partners – EMOVE and WavEC – concerning the development of the BluSphere technology. EMOVE provided most of the information needed for the empirical study and I based my research on academic papers. From the four options of co-operation on technological development: technology license, R&D joint arrangement, sourcing agreement and joint venture, the latter seems the best option for EMOVE in the short run. In the long run, the joint venture must be dissolute, and the co-operation agreement must change to a sourcing agreement.
- Business article: M&A as the Portuguese route to BrazilPublication . Carvalho, Ana Filipa Sousa; Story, JoanaThis thesis project is aimed to be a business magazine article to discuss the specific Portuguese route to enter into Brazil of mergers and acquisitions, analyzing the particularities of cultural compatibility. The relevance of this article relies not only on the world’s sixth economy’s potential, which, as a BRIC country, has been facing high expectations of promising growth and opportunities, but particularly on the fact that Portuguese companies have additional incentives to invest there, such as the low levels of cultural distance (Silva, 2005), psychic distance (Sousa; Bradley 2005) and institutional distance. Moreover, M&A has been a focus of many international business articles as an increasingly popular mode of entry (Akgöbek, 2012; Grant Thornton, 2012), especially in countries like Brazil with relatively high challenges in doing business (World Bank, 2012). Taking into account the high failure rate of M&As as well as the specific Portuguese-Brazilian challenge of neglecting preparation by relying on cultural compatibility - psychic distance paradox (Silva, 2012; Cyrino, 2010) - it is crucial to educate Portuguese companies in these internationalization processes. Nevertheless, little literature exists analyzing the strengthened relationship of Portugal and Brazil in a practical perspective of M&A. Therefore, this article provides Portuguese companies with a model for these internationalization processes to Brazil to contribute for the corporate knowledge and future operations’ success. The M&A model (Dowling, Festing, Engle, 2008) was adapted from the knowledge retrieved from companies interviewed for this project, which are present in the market (comprising the environment, ICT, aeronautics and telecommunication sectors) and/or advising those who engage in these operations (including a global law firm and a Portuguese investment bank also present in Brazil).
- Dom Pedro and its internalization to Rio de JaneiroPublication . Vicente, Marcelo Filipe Simões; Dahab, SóniaThis thesis studies the possible expansion of Dom Pedro Hotels to Rio de Janeiro. Dom Pedro is a successful Portuguese hotel chain with a huge experience in amazing Brazilians guests and with several important connections in Brazil. Rio de Janeiro is one of the most desired destinations by hotel groups and their main “customer” is Brazilians. At first sight, it seems reasonable to say that Dom Pedro should enter in Rio, but in order to make an educated guess about this question I analyzed several factors. In the first part the reasons why Dom Pedro is successful in Portugal are identified and then analyzed, in a posterior phase it is shown that those reasons could be copied in the new market. A deeper analysis of Rio de Janeiro was followed to find out the country macro-economic context and to provide better understanding of the tourism market in Rio de Janeiro. After a careful analysis of the several strategies that Dom Pedro could use to enter in Brazil, it was identified that a management contract is the best option. Taking all the information that I gathered in to account, I concluded that Rio de Janeiro is a market that Dom Pedro shouldn’t pursue.
- Cofemel´s internationalization plan to PolandPublication . Pereira, Ricardo Jorge Campos; Dahab, Sónia; Soeiro, Filipe CastroInternationalization has become a crucial process for the survival and growth of firms in general so that, this thesis presents an internationalization plan through a franchising strategy for Cofemel. It is a clothing company creator of the brand Tiffosi in 1978. Its main activity is to manufacture and trade exterior apparel, which includes the common clothing, such as: trousers, shirts, jeans, sweaters, dresses and accessories. Since Cofemel opened its first Tiffosi´s store, the brand started to grow fast. But, contrary of what seemed a good performance in 2008, the firm was near the bankrupt mostly because it was a family´s business where members were poorly prepared exercising executive and strategic positions. The strategy and objectives were not clear for a long period before 2008 so that it lead the company to have 29 millions of sales but a negative net income of 6 million euros in that year. VNC Group – a group led by António Vila Nova – in 2008 decided to buy Cofemel in that situation and thanks to his long experience in this market he was able to restructure the company totally and turn it into a competitive and sustainable firm. In 2009, the results became positives and Cofemel with its brand Tiffosi started to growth strategically on the market, establishing objectives for the future. Therefore, it emerged the opportunity to expand to Poland and the entry mode was chosen using an analysis of various available hypotheses and a market study. It also presents an implementation plan with duration of two years.