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Navigating the waves: understanding the drivers of adoption, retention, and cancellation of boating subscriptions among millennials and gen z
No full textThis study investigates the factors driving the adoption, retention, and cancellation of boating
Subscription Business Models (SBMs) among Millennials and Gen Z. Employing a positivist
approach, a quantitative study with 397 participants provided insights into the preferences of
these demographics. Three factors drive adoption: good value for price, convenience or easy
access, and flexibility. Retention hinges on vehicle quality, customer service, and access to
lower prices or membership-only perks. Dissatisfaction with vehicle variety, flexibility, and
convenience prompts cancellations. The findings contribute to academia and provide
recommendations for industry managers to tailor their SBMs, enhancing customer satisfaction
in the boating sector
Stakeholder engagement in sustainable practices at live music festivals
No full textThis thesis explores stakeholder engagement in sustainable practices at live music festivals,
focusing on key stakeholders identified by the Business Project (BP): festival organizers,
vendors, sponsors, performers, music labels, attendees, workers, Non-Governmental
Organizations (NGOs) and local communities. Using stakeholder theory and qualitative
interview analysis, identified key factors impacting stakeholder engagement include Education
and Awareness, Convenience and Accessibility, Incentives and Rewards, Collaboration and
Partnerships, Guidelines and Standards and Transparency and Reporting. Findings emphasize
the need for educational programs, clear communication channels, nudges and convenience.
This study offers academic insights and practical guidelines to promote sustainability in the live
music industry
The effect of public market valuations on European venture capital activity, whilst controlling for macroeconomic signals
No full textThe research contributes to existing literature by uniquely identifying the impact of public market valuations, specifically the price-earnings ratios of NASDAQ, MSCI Inc, and S&P 500 indices, on Venture Capital activity in Europe, whilst controlling for macroeconomic factors. Utilizing panel data regression, the analysis also reveals counter-intuitive findings, such as negative relationship between the NASDAQ P/E ratio and Venture Capital investments and average deal size. These insights provide practical implications for VC firms and the CEMS business partner, suggesting strategies to optimize and strengthen key activities under varying market conditions
Football scouting department evaluation and compensation model applied to SL Benfica- scouted players´ roi benchmark analysis
No full textThis Work Project aims to provide SL Benfica with a new performance-based compensation model, specifically built for their scouting department, accounting not only quantitative but also qualitative criteria when evaluating professional football scouts’ performance. Based on research about Human Resources Management, Performance Management and Compensation, on the analysis of the club’s current Performance Evaluation model and on interviews pursued with every member of the department, some KPIs were set up to boost scouts’ future performance and to create the new compensation model. Additionally, a benchmark analysis on SL Benfica’s scouted players’ ROI performance and its consequences to the Scouting Department
Applying the theory of planned behavior to predict the candidates intentions to apply to consulting firms - an empirical comparison of dach and Iberia
No full textThis empirical study (n = 117) examines the suitability of the theory of planned
behavior (TPB) for predicting candidates’ application intentions in the growing consulting
industry. The investigation focuses on the regions DACH and Iberia, enabling a comparison of
cultural value-based differences in candidates’ application decision-making. Results reveal that
the TPB demonstrates partial efficacy in predicting intentions, with attitude emerging as the
primary predictor. Notably, perceived behavioral control influences intentions exclusively in
the DACH region, while subjective norms do not predict intentions. These findings offer
valuable insights into the determinants of candidates’ application decisions, aiding
consultancies facing extraordinary hiring targets
An exploratory study of early career women´s perceptions of consulting firm organisational culture
No full textThis exploratory research studies differences in employer attractiveness between
McKinsey and BCG as perceived by female graduate students. The study builds upon literature
on employer attractiveness and company culture. Drawing from semi-structured interviews
with seven female graduate students, this study identifies company culture as the most
important factor in assessing employer attractiveness. BCG’s culture is perceived as more
welcoming and inclusive, whereas McKinsey’s is seen as more exclusive and stricter. These
differences are relevant since women attribute higher importance to inclusiveness. Three
channels were identified as relevant to conveying firm culture and shaping perceptions: word of-mouth, recruiting events, and brand ambassadors
Using brand personality to increase dercos brand trust among young adults in Germany
No full textDercos is a Dermocosmetic growing brand part of the Vichy umbrella, owned by L’Oréal.
While aiming to grow in Germany, young consumers do not trust the brand. This study focuses
on two central elements linked through literature: brand trust and brand personality. First by
testing different brand archetypes trust levels, then by analyzing trust response to five key
personality traits for the target group. The research concludes that Dercos should build a brand
personality combining traits evocation from both the sage and the mentor brand archetypes
How can pousadas de Portugal attract a younger target from Portugal, Spain and France to its properties? - Brand identity, brand elements, and service product assortment
No full textWith an eighty-year history, Pousadas de Portugal is a unique brand in the hospitality
industry. Historical properties in prime locations and a strong gastronomical offering
contribute to its prestige. To maintain long-term sustainability and strengthen the brand's
presence in the Portuguese, Spanish and French markets, it is essential to rejuvenate the brand
to meet the needs of millennials. As a result of analysing this generation's requirements and
aspirations, it has been possible both to identify untapped opportunities, thus improving and
modernising the current service and proposing a new sub-brand catered to the so-called
experience generation, for which new brand elements were created, assuring its fit into
Pousadas’ new proposed identity. A marketing plan was devised towards delivering true
service excellence, with a special emphasis on segmentation, targeting and positioning,
defining the best service product assortment, pricing, and critical aspects of service-focused
brands such as people strategy, physical evidence and processes. Furthermore, an integrated
marketing communications plan was developed, supporting implementation.
Additionally, the topic of brand identity, brand elements and service product were
analysed more in-depth. Pousadas de Portugal denotes similarities with Pestana Group, as well
as some differentiating aspects that convey uniqueness to the brand. The service product of
the hospitality brand was thoroughly explored, from the current offering to the one proposed
with this project
Enhancing the dissemination of biofortified crops: strategies for effective governance - sweet potato: opportunities and challenges in the Brazilian retail sector
No full textThis research investigates the barriers to disseminating biofortified crops in Brazil, which have
the potential to address prevalent food insecurity, malnutrition, and hidden hunger. The study
conducted semi-structured interviews with 10 participants and analyzed an expert panel. The
findings highlight key obstacles faced by stakeholders in Brazil, including low farmer adoption
and consumer acceptance. To effectively reach the target population and enhance
dissemination, this paper recommends Embrapa, the Brazilian Agricultural Research
Corporation, to engage rigorously with all stakeholders and implement robust policies. Specific
recommendations are provided at each level of the stakeholder chain to guide the dissemination
process
Promoting technological innovation in the Swedish cardiac imaging market: success factors for bayer to facilitate product adoption and market entry
No full textTechnological innovation is an important growth driver in the pharmaceutical industry. This
work project deals with how Bayer as a pharmaceutical company can promote the usage of
Coronary Computed Tomography Angiography (CCTA) in Sweden and analyzes the success
factors for a market entry of Bayer’s CCTA solution, which involves contrast media.
Combining a review from interviews from the business project and a literature research
consisting of academic studies, industry reports and regulatory documents, the work project
suggests research support and funding on the advantages of CCTA and partnerships with
producers of CCTA machines as the success factors for market entry