Publicação
Portonic: a potential blue Ocean strategy in the Port wine industry
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Rodrigues, Luis Manuel da Silva | |
| dc.contributor.author | Pinheiro, Manuel Maria Carlos | |
| dc.date.accessioned | 2024-09-16T08:50:30Z | |
| dc.date.available | 2024-09-16T08:50:30Z | |
| dc.date.issued | 2023-05-29 | |
| dc.date.submitted | 2023-05-29 | |
| dc.description.abstract | The Port wine industry is world-renowned for its traditionalism and prestige. In 2021, the Instituto dos Vinhos do Douro e do Porto approved the production and commercialisation of Portonic drinks by the sector’s companies. This new product line sets itself apart from the remaining industry offerings, intended to appeal to a broader customer base and increase Port wine consumption. The purpose of this work project is to analyse the Portonic brand as a potential Blue Ocean Strategy using the Blue Ocean frameworks, assessing its impact on the industry and characterising the Port wine industry as a Red Ocean. | pt_PT |
| dc.identifier.tid | 203365216 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/171827 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Strategy | pt_PT |
| dc.subject | Wine industry in Portugal | pt_PT |
| dc.subject | Port wine industry | pt_PT |
| dc.subject | Blue ocean strategy | pt_PT |
| dc.subject | Portonic | pt_PT |
| dc.subject | Ready-to-drink alcoholic beverages | pt_PT |
| dc.title | Portonic: a potential blue Ocean strategy in the Port wine industry | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management, from the Nova School of Business and Economics | pt_PT |