NSBE - MA Dissertations
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- Understanding domestic perceptions of Spanish luxury brands: the dynamics of resonance in SpainPublication . Guzman, Santiago; Pinkhasov, Michael; Risques, InêsThis study investigates a distinct paradox within the Spanish luxury market: despite a rich heritage of craftsmanship and creativity, domestic luxury brands generate weaker emotional resonance among Spanish consumers compared to globally established brands. Employing a mixed-methods approach that combines a consumer survey with stakeholder interviews, the study analyzes how communication style, perceived value, and cultural establishment influence brand attachment and purchase intention in Spain. Grounded in frameworks of luxury perception and brand resonance, this research identifies the symbolic and cultural drivers shaping the interpretation of domestic luxury and clarifies the mechanisms underlying Spain’s domestic perception gap.
- Creation of a "Cascais ópera" sustainability guidePublication . Carvalho, Inês Pinto; Martins, Luis VeigaThis Work Project develops a tailored sustainability guide to Cascais Ópera, addressing the organization’s need for a more structured approach to sustainability. Build on a qualitative analysis, current sustainability practices were identified and evaluated across environmental, social and economic dimensions. The analysis revealed strengths but also highlighted the absence of monitoring tools and formalized processes. Therefore, the CARE methodology and a set of new sustainability initiatives were proposed. While constrained by several limitations, including the lack of live event observation, the project offers a practical structure that supports Cascais Ópera in consolidating sustainability as part of its core identity.
- ESA BIC Sweden: maximizing impact as a business incubatorPublication . Soderberg, Emma; Cunha, Miguel Pina eThis thesis presents a pedagogical case and teaching note on ESA BIC Sweden, a national space incubator facing the challenge of attracting a more diverse pool of upstream and downstream entrepreneurs. Set in a rapidly evolving geopolitical and technological landscape, the case examines how formal rules, norms and cognitive assumptions shape the incubator’s room to maneuver, and how leadership can structure fast, high-quality strategic decisions under these constraints. Designed for master’s level courses in strategy, innovation and entrepreneurship, the case offers rich material for analyzing organizational adaptation within complex institutional constraints.
- Drivers of client acquisition and retention in pilates and movement studios: a mixed-methods study of the Slovak marketPublication . Sivá, Emma; Almeida, Filipe Simões dePilates and movement studios rely on both attracting first-time visitors and keeping them loyal over time. This work project examines drivers of client acquisition and retention in Pilates and movement studios in Slovakia using a customer journey perspective. A quantitative online survey (N = 243), ten semi-structured interviews with studio owners and exploratory A/B tests were combined in a mixed-methods design. Results highlight price, risk and introductory offers as key barriers and triggers for non-clients, while personal progress, instructor quality and community serve as central loyalty drivers. The study offers practical guidance for studio positioning, communication and pricing.
- A to-be's U.S. market entry strategy for dynamic pricing: Inyernal analysis of a to-be: capabilities, operational processes, and strategic readsiness for dynamic pricingPublication . Gonçalves, Beatriz Isabel Martins; Pita, José MiguelAs dynamic pricing emerges in the U.S. tolling industry, A-to-Be must keep up with competition to avoid restricting growth and opportunities in the market. This work project conducts a thorough analysis of internal company operations and external market conditions to identify five key states for optimal brownfield market entry. North Carolina is recommended as the most viable for a low-risk pilot, supported by a go-to-market action plan describing how A-to-Be can build credibility and secure procurements. Financial analysis indicates project viability is sensitive to traffic and revenue conditions and profitability remains positive.
- Does gratitude at work mediate the relationship between job satisfaction and life satisfaction among employees in the pharmaceutical sector?Publication . Akbar, Aimal; Martins, HelenaThis cross-sectional study investigates whether gratitude mediates the relationship between job satisfaction and life satisfaction among employees in the pharmaceutical sector. The results from a quantitative survey of 354 employees were analyzed using SPSS v25 and PROCESS macro. The findings revealed that gratitude significantly and partially mediated the relationship between job satisfaction and life satisfaction and that intrinsic job satisfaction had a slightly higher indirect effect than extrinsic job satisfaction. The results signify gratitude as an important psychological construct linking job satisfaction to life satisfaction, offering practical implications such as gratitude-journaling and mattering for improving worker satisfaction and organizational performance.
- Positioning halo for international impact. NetherlandsPublication . Arnaut, Carolina Parente; Sousa, Milton deThis thesis examines how HALO, a novel non-invasive communication system, can be positioned and expanded within European healthcare markets. Through an analysis of clinical needs, market dynamics, and the competitive environment, the thesis identifies opportunities for HALO to address unmet communication challenges across key patient groups. A phased market expansion approach outlines how HALO can generate value for patients, caregivers, and healthcare providers while navigating reimbursement structures and strategic partnerships. The results highlight HALO’s potential to become a scalable, user-centered solution that strengthens communication accessibility across Europe. The assistive communication market is fragmented between slow, hardware-based AAC devices and highly experimental brain implants. HALO positions itself uniquely between these extremes: a non-invasive, AI-driven wearable that delivers fast, natural speech without surgery. Compared to eye-tracking, EEG, and implantable BCIs, HALO offers higher speed, greater mobility, lower cost, and easier regulatory adoption. By combining medical credibility with scalable software innovation, HALO defines a new category of non-invasive Neuro-AI communication - bridging clinical reliability with real-world accessibility.
- Analysis of the mid-market segment- a telecommunications marketing approach at NOS: segmentation, personas and marketing plan cluster1Publication . Costa, Ana Catarina Ferreira Azevedo Oliveira; Harrison, AndrewThis project examines NOS’s approach to the mid-market customer segment in the B2B context. The aim is to understand this segment’s needs and specificities, providing a strategy tailored to its heterogeneous customer base. Employing a mixed-methods approach, which includes a quantitative survey and qualitative interviews, the study allows for the creation of five clusters that differentiate and characterize this segment. The study also evaluates the segmentation criteria and limitations and utilizes personas to support cluster visualization. A marketing plan is developed for a strategically selected cluster, offering an eighteen-month action guide to help NOS implementing the proposed strategy.
- Business in practice: cross-functional performance review in a automotive industry simulation and personal reflectionPublication . Costa, João Miguel Gameiro da; Rodrigues, João LoureiroThis paper focuses on the Business in Practice (BIP) simulation, analyzing the performance and evolution of the car manufacturing company NEXO. Three distinct business functions will be reviewed and assessed: innovation, marketing and operations, as to their impact on the company’s performance and their interconnectivity. Additionally, two critical incidents which took place during the simulation, that allowed me to deepen my understanding of myself and how to improve within a team environment, will be identified and reviewed for future application throughout my career and life.
- Navigating retail consolidation: strategic opportunities and challenges for importer distributers in a changing marketPublication . Oliveira, Hugo Filipe; Sá, Nuno Vasconcelos eThe present thesis explores the consequences of retail consolidation and private-label growth for importer-distributers of tools, agricultural and garden supplies in Portugal. It combines an analysis on online data of brands and retail stores with ORBIS financials, highlighting the case of Bricomarché. Findings allow me to predict these new trends will conditionate importer distributers business model. A feasible response for SMEs is phased forward vertical integration supported by strategic partnerships with Asian brands.