Publicação
U.Dream goes to market - an evaluation of U.purpose as a business unit and analysis of the internal and external environments affecting its strategic position
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Pita, José Miguel | |
| dc.contributor.author | Abourgegha, Sanad Salah | |
| dc.date.accessioned | 2023-01-25T09:37:55Z | |
| dc.date.available | 2023-01-25T09:37:55Z | |
| dc.date.issued | 2022-09-27 | |
| dc.date.submitted | 2022-09-12 | |
| dc.description.abstract | U. Dream is a social enterprise targeted at developing social leadership skills. It recently launched U. Purpose(service)and Crescer com Consciência (product) aiming to ensure future financial sustainability. However, these were launched without conducting a market research and clear guiding strategy. The focus of this project is to assess the attractiveness of the CSR and children’s book markets and U. Dream’s current strategy, providing a strategic revision. Analysis highlighted the attractiveness of the market. In Portugal, the CSR consulting market is considerably underdeveloped and is expected to grow on the foreseeable future, which gives U. Dream the opportunity to earn a first mover advantage. Nevertheless, it was underlined that U. Purpose has significant improvements to implement before launching, namely, to develop an extensive marketing strategy and a dedicated U. Purpose team. | pt_PT |
| dc.identifier.tid | 203136152 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/148128 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Strategy | pt_PT |
| dc.subject | Consulting | pt_PT |
| dc.subject | Social enterprise | pt_PT |
| dc.subject | Social impact | pt_PT |
| dc.subject | Management | pt_PT |
| dc.subject | Go to market | pt_PT |
| dc.title | U.Dream goes to market - an evaluation of U.purpose as a business unit and analysis of the internal and external environments affecting its strategic position | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |