Publicação
Strategic analysis of uniquemark: the market entry of an innovative assay marking technology - promotion strategy
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Casquinho, Constança | |
| dc.contributor.advisor | Gonçalves, Nuno Miguel | |
| dc.contributor.author | Belo, Rita Martins | |
| dc.date.accessioned | 2024-10-30T15:28:17Z | |
| dc.date.embargo | 2029-12-20 | |
| dc.date.issued | 2024-01-29 | |
| dc.date.submitted | 2023-12-20 | |
| dc.description.abstract | The project aims to design a comprehensive market entry strategy to successfully launch UniqueMark, an innovative hallmarking technology, into the market. This Work Project intends to assist Imprensa Nacional Casa da Moeda (INCM) in developing a strategic business plan, leveraging the technology’s value proposition and market opportunities. Internal and external analysis, incorporating best practices and concept testing, are the key phases of the methodology. The findings focus on the promotion sphere that led to the recommendation of a customized strategy tailored to the firm’s needs. Further research was suggested to better implement the final recommendations. | pt_PT |
| dc.identifier.tid | 203601246 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/174335 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Hallmarking | pt_PT |
| dc.subject | Assay office | pt_PT |
| dc.subject | Jewelry industry | pt_PT |
| dc.subject | Luxury segment | pt_PT |
| dc.subject | Innovation technology | pt_PT |
| dc.subject | Authentication | pt_PT |
| dc.subject | Traceability | pt_PT |
| dc.subject | Laser | pt_PT |
| dc.subject | Puncturing | pt_PT |
| dc.subject | Strategy consulting | pt_PT |
| dc.title | Strategic analysis of uniquemark: the market entry of an innovative assay marking technology - promotion strategy | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | 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 |