69166 research outputs found
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Global but local: what are international differences in personalization preferences among consumers in DACH and Australia, and how do they affect effective personalization strategies
No full textThis Work Project, titled “Global but Local: What are international differences in personalization
preferences among consumers in DACH and Australia, and how do they affect effective
personalization strategies?” investigates cross-regional differences in consumer personalization
preferences by extending survey research from the original Business Project to include Australian
participants. Through comparative analysis, it reveals cultural, regulatory, and behavioral
distinctions influencing personalization acceptance and effectiveness. Findings indicate that while
DACH consumers prioritize utility and data transparency, Australians exhibit broader engagement
across channels but express greater skepticism toward data handling. These insights underscore the
need for culturally tailored personalization strategies and regulatory alignment when scaling
initiatives globally
Increasing customer loyalty by developing a strategic partnership roadmap: from ideas to insights through hypothesis formulation and research methods
No full textThe objective of this project is to develop a strategic partnership roadmap to enhance the
customer loyalty program of Pingo Doce through the 'O Meu Pingo Doce' app. The aim is to
attract young people and young families, primarily represented by Generation Z and
Millennials, by establishing valuable partnerships. The methodology involves conducting
internal and external analysis, including benchmarking and best practices, as well as thorough
qualitative and quantitative research. The insights gathered informed the definition of personas
hypotheses, guiding the three partnership proposals' final recommendations
Analyzing generation z´s preferences for dishwashers: implications for Miele´s marketing strategy
No full textThis project provides Miele with marketing implications for Generation Z’s dishwasher
preferences. A quantitative online survey tested the importance of predefined customer value
propositions, and semi-structured interviews with marketing experts gave further targeting
insights. Results indicate that cleaning performance and appliance reliability are crucial for
Generation Z, while an adaptable user experience is comparably unimportant. Energy-efficient
entry-level dishwashers focusing on core functionalities should be marketed to meet Generation
Z’s price-consciousness and sustainability focus. Using digital channels can increase brand
awareness, while personal recommendations and guidance in physical stores are central to
purchase decisions. Results mainly apply to the German market
A consulting lab on Galp’s strategic pathways for heat pumps, solar panels and wallboxes: an analysis of consumer preferences and improvement opportunities
No full textA 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
NatureVax GmbH: the groundbreaking business of plant immune elicitors: intellectual property, legal framework, operational roll-out and financial plan
No full textThe goal of this project is to launch NatureVax GmbH, an innovative startup focused on
delivering a cutting-edge, 100% organic plant immune booster liquid solution. Our flagship
product, NatureVax, leverages a proprietary bio-compound derived from tomato pomace—a
groundbreaking advancement in agricultural biotechnology. This innovative compound not
only strengthens crop immunity but also enhances soil health and supports environmental
sustainability, creating a solution with significant commercial potential. Thus, we have
developed a forward-thinking business plan for NatureVax GmbH, transforming this scientific
breakthrough into a revolutionary agricultural product. By bridging the gap between crop
productivity, soil health, and sustainable farming practices, NatureVax aims to redefine the
future of agriculture and contribute to a more resilient food system. NatureVax GmbH aims to
secure a total of €4.3 million in funding from agricultural venture capital firms and government
grants, projecting profitability by FY 2030, driven by strategic partnerships with leading
organic farming cooperatives and agricultural input distributors across Europe. This business
plan details our go-to-market strategy, financial projections, and scalable production process
Turning Sumol into a worldwide brand for local consumers in the UK market: developing the communications plan for Sumol in the UK
No full textThis thesis explores Sumol’s market entry strategy into the UK carbonated soft drinks (CSD)
market, leveraging its Portuguese heritage and focus on natural and exotic flavors. A
combination of qualitative and quantitative research examines market trends, consumer behavior,
and competitive dynamics, revealing opportunities for differentiation through authentic brand
positioning and taste-focused product offerings. The analysis informs a phased marketing
strategy, targeting key demographics through tailored distribution, pricing, and promotional
efforts. The communications plan reinforces this strategy by focusing on key UK cities,
leveraging Tesco and Sainsbury’s distribution channels to introduce Sumol to consumers. In the
initial phases, digital and in-store activations play a central role in driving brand trial,
complemented by targeted social media campaigns. The plan provides a structured approach to
building brand awareness, positive attitude, engagement, and long-term customer loyalty in a
highly competitive market
How to grow Mateus business in Spain, focusing on activating critical summer spots - developing the communications plan for Mateus in Spain
No full textThis project aims to develop a marketing strategy that addresses the research question "How to
grow Mateus's business in Spain, focusing on activating critical summer spots”. To address the lack
of differentiation in the fragmented Spanish wine market, a tailored positioning for Mateus in Spain
is proposed based on qualitative and quantitative research. First, the STP process is used to identify
the most attractive target group with the greatest potential. Based on this, an updated brand identity
and marketing mix tailored to the Spanish market are developed. Finally, a communication strategy
is presented underlining the new positioning
The road to autonomy: exploring the strategic enablers behind the adoption of highly automated trucks (SAE-level 4) by current and prospective Daimler Truck fleet customers
No full textThis work project explores the strategic enablers driving the adoption of highly automated
trucks (SAE-Level 4) amongst Daimler Truck’s current and prospective fleet customers. Based
on qualitative expert interviews and a quantitative survey, this study applies established
innovation and technology adoption theories to investigate key factors such as fleet profile,
company characteristics, technological infrastructure, operational use-cases, and trust and user
acceptance, thus defining the impact of these variables on autonomous truck adoption. The
findings are highly informative about the expectations of Daimler Truck’s partners and provide
actionable insights to advance autonomous trucking within the freight industry
A consulting lab on innovating internal communication in the digital era: leveraging leaders for effective communication
No full textThe current project concerns the improvement and innovation of VFM's Internal
Communications in the digital era. It delves into the challenges faced by the internal
communications team of a large organization and the opportunities presented by market
practices, considering their suitability to the unique characteristics of the Group. Through
comprehensive internal and external analyses and a careful evaluation of different strategic
paths, the thesis provides tailored recommendations for the enhancement of VFM’s Internal
Communications. The recommendations are composed of three areas, Communications
Management, Employee Experience, and Connections, and are complemented by a detailed
implementation plan
How to achieve a breakthrough with Pestana Collection Hotels - developing physical evidence and process for Pestana Collection Hotels
No full textThis thesis examines the competitive positioning of Pestana Collection Hotels, analyzing market
trends, consumer behavior, and strategic challenges. It explores brand perception, customer
decision factors, and industry dynamics, offering insights into Pestana’s differentiation strategies.
Findings highlight opportunities for growth, innovation, and customer engagement in the evolving
luxury hospitality landscape. Additionally, it examines the impact of physical evidence and service
processes on guest experience. Through the application of the servicescape model and service
blueprinting, the report highlights strategic initiatives aimed at enhancing brand identity and
elevating customer satisfaction