NSBE - MBA Thesis
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- Branding in the crossfire: consumer responses to brands tackling social issuesPublication . Franieck, Lucas; Consiglio, IreneThis dissertation examines consumers’ responses to brands tackling social issues. Chapter 1 investigates how sparking controversy with a stand on socio-political issues affects consumers brand perceptions, illuminating an important reason why brand activism may not pay off for brands. Chapter 2 leverages insights from chapter 1 and identifies conditions under which brand activism instead leads to more favorable outcomes for brands, notwithstanding controversy. Finally, Chapter 3 reveals that consumers’ political orientation determines consumer responses towards brands employing plus-size models.
- Abraço social impact field lab: unlocking new revenue opportunities through strategic reflection and innovation: how does Abraço’s food service operate and what challenges does it face in achieving efficiency?Publication . Fonseca, Joana Azeredo; Pita, José MiguelAbraço is a Portuguese non-profit organisation dedicated to supporting individuals affected by HIV, AIDS, and other sexually transmitted infections, while also promoting public health and social initiatives. This work project examines innovative strategies to strengthen Abraço's operational and financial sustainability by enhancing existing revenue streams and introducing a new one. Therefore, the scope of the analysis consists of improving the psychological consultation and food service units, alongside developing a go-to-market strategy for a new business unit: a soft skills training programme to meet community needs while generating sustainable income.
- Volatility timing and momentum: synergy of the two strategies in the United Kingdom marketPublication . Bogonis, Rostyslav; Hirschey, Nicholas H.This study shows that the static low-volatility strategy can be improved by using the volatility based timing strategy. The momentum strategy, which consists of buying securities in the winner quintile and selling securities in the loser quintile each month, was combined with the volatility based timing strategy. The results show that a combined portfolio can generate better results regarding Sharpe Ratio statistics. The research was undertaken within the United Kingdom (1991/01 until 2022/12). In the group part, diverse strategies were combined to form three portfolios: Equal-Weighted, Tangency and Global Minimum Variance to provide valuable insights for investors seeking to optimize their portfolios.
- Cfa society research challenge for Nos SGPS - valuation analysis to assess synergies and premiums due to conglomeratesPublication . Saraiva, Manuel Eduardo de Almeida Roque da Cunha; Ribeiro, Gonçalo SommerThis academic paper scrutinizes NOS SGPA S.A.'s market valuation and challenges amidst evolving strategies. It explores NOS's present trade position and the assessment suggesting a promising potential upside. NOS has navigated market turbulences predating COVID, emphasizing resilience through its telecom core's stability and dividend-yielding nature. This report argues that the pandemic-induced devaluation and shifting interest rates resulted in the market's underestimation of NOS’s true potential. It advocates for a comprehensive reassessment, considering NOS's pivotal role in Portugal's future connectivity landscape within telecommunications and audiovisuals.
- Qual deverá ser a estratégia de marketing para o lançamento de uma nova marca de joalharia de autor em Portugal?Publication . Harten, Inês Gomes Bento França Martins Van; Redondo, EduardoEste work project teve com objetivo a realização de um estudo da estratégia de marketing para o lançamento de uma nova marca de joalharia de autor em Portugal. Desenvolvemos, de forma geral um plano de marketing e o go-to-market da marca One Jewel Ahead by Maria João Andrade de forma a potenciar o sucesso do seu lançamento e a viabilidade do negócio. O lançamento terá de ser acompanhado de um plano de comunicação devidamente estruturado que potencie a diferenciação e vantagem competitiva da marca, segmentado para o público alvo. Deverá ter uma forte componente digital com conteúdos inspiradores que criem e estimulem o desejo, de forma a trabalhar o awareness e afinidade com a marca, assim como, a conversão na compra das peças.
- Scaling green ventures in Germany: exploring the entrepreneurial ecosystemPublication . Welzel, Elias Roland; Castro, JoãoThis research examines the scalability of Green Ventures (GVs) in Germany by analyzing the interrelationship between organizational challenges, venture capital perspectives, and the broader entrepreneurial ecosystem. Through a comprehensive literature review and seventeen semi-structured interviews with senior managers, venture capitalists, and industry experts, the study highlights the critical role of three key stakeholders. Based on these findings, the Stake holder Influence on Green Venture Scalability (SIGVS) framework is introduced, underscoring the pivotal role of founders, venture capitalists, and policymakers and their dynamic interactions that impact the scalability of GVs. This study advocates for targeted interventions and enhanced collaboration among these essential stakeholders to foster a supportive entrepreneurial ecosystem and facilitate the growth of GVs.
- Essays on the financial economics of a monetary unionPublication . Monteiro, Daniel Pereira; Franco, Francesco; Nunes, João Pedro VidalThis paper presents a novel, integrated framework for the financial assessment of different types of common sovereign debt instruments in a currency union such as the euro area and provides results for their key credit risk properties at Member State and euro area level. The options under assessment include instruments involving full and partial mutualisation of sovereign risk, as well as instruments based on the pooling and tranching of national government debt without mutualisation. The results show that full risk mutualisation can be beneficial for all euro area Member States, and that “eurobonds” would have weathered well the European sovereign debt crisis, even if partial mutualisation remains the most attractive option for the more creditworthy countries. Options involving just the tranching and pooling of Member State debt simply reallocate sovereign risk across instruments, although the “E-bonds” proposal can approximate the characteristics of mutualised “blue bonds” under certain conditions. The analytical framework can also be applied to assess the strength of sovereign risk interlinkages, the evolution of sovereign debt capacity over time and its decomposition into systemic and idiosyncratic factors.
- Beauty tech: how can technology make a change, creating a more sustainable business modelPublication . Morgado, Maria Beatriz Queiroz Alves da Silva; Castro, JoãoA growth in cutting-edge technologies has enabled beauty brands to launch disruptive experiences. Understanding how beauty merges with technology, the present Work Project dives into the Beauty Tech field through the lens of inclusion, sustainability and consumer behavior. Likewise, a quantitative analysis was conducted on consumers aiming to comprehend their behavior, as well as a qualitative analysis towards qualified professionals within these areas. The findings clearly evidence the differences between the beauty market segments – Mass Market, Active Cosmetics, Luxury Beauty and Professional Products, as proposed by the authors –, and the way each of these segments, with their specifications, can take advantage of technology to build an inclusive, sustainable and consumer-friendly business model.
- The power of controversy: the impact of the products´ identity relevance on consumers- purchase intentionsPublication . Negrão, Maria Teresa Baldaque da Silva Sotto Mayor; Consiglio, IreneThis study explores the impact of the identity relevance of the products sold by a brand on the way consumers react when that brand takes a controversial stand. It examines whether the effect on consumer purchase intentions is stronger for identity relevant than for identity irrelevant product domains. Evidence did not support this theory. Nevertheless, regardless of the product, consumer purchase intentions decreased when they disagree with the brand but did not change when they agree. Engaging in controversy has potentially negative consequences. Therefore, brands need to be acutely aware of consumers' opinions on the issues they want to address.
- An investors perspective: can an esg aware investor achieve abnormal returns on the stock market? - the case of the apparel manufacturers and retailers industryPublication . Rollmann, Julian Karl; Leite, António NogueiraThis thesis analyzes the impact of ESG performance on stock returns in capital markets. Da tasets of globally listed companies in the apparel manufacturer and retailer are considered. Port folios with the best (worst) ranked companies in terms of ESG are constructed. The results of four multiple regression models show no significant results for portfolios composed of the best ESG companies in any of the considered industries. Portfolios consisting of the lowest-rated apparel manufacturer and retailer companies generate significantly positive abnormal returns.