Product/Brand co-creation methodology crossing marketing, design thinking, creativity and management: ideas(r)evolution

This thesis introduce a new innovation methodology called IDEAS(R)EVOLUTION that was developed according to an on-going experimental research project started in 2007. This new approach to innovation has initial based on Design thinking for innovation theory and practice. The concept of design thinking for innovation has received much attention in recent years. This innovation approach has climbed from the design and designers knowledge field towards other knowledge areas, mainly business management and marketing. Human centered approach, radical collaboration, creativity and breakthrough thinking are the main founding principles of Design thinking that were adapted by those knowledge areas due to their assertively and fitness to the business context and market complexity evolution. Also Open innovation, User-centered innovation and later on Living Labs models emerge as answers to the market and consumers pressure and desire for new products, new services or new business models. Innovation became the principal business management focus and strategic orientation. All this changes had an impact also in the marketing theory. It is possible now to have better strategies, communications plans and continuous dialogue systems with the target audience, incorporating their insights and promoting them to the main dissemination ambassadors of our innovations in the market. Drawing upon data from five case studies, the empirical findings in this dissertation suggest that companies need to shift from Design thinking for innovation approach to an holistic, multidimensional and integrated innovation system. The innovation context it is complex, companies need deeper systems then the success formulas that “commercial “Design thinking for innovation “preaches”. They need to learn how to change their organization culture, how to empower their workforce and collaborators, how to incorporate external stakeholders in their innovation processes, hoe to measure and create key performance indicators throughout the innovation process to give them better decision making data, how to integrate meaning and purpose in their innovation philosophy. Finally they need to understand that the strategic innovation effort it is not a “one shot” story it is about creating a continuous flow of interaction and dialogue with their clients within a “value creation chain“ mindset; RESUMO: Metodologia de co-criação de um produto/marca cruzando Marketing, Design Thinking, Criativity and Management - IDEAS(R)EVOLUTION. Esta dissertação apresenta uma nova metodologia de inovação chamada IDEAS(R)EVOLUTION, que foi desenvolvida segundo um projecto de investigação experimental contínuo que teve o seu início em 2007. Esta nova abordagem baseou-se, inicialmente, na teoria e na práctica do Design thinking para a inovação. Actualmente o conceito do Design Thinking para a inovação “saiu” do dominio da area de conhecimento do Design e dos Designers, tendo despertado muito interesse noutras áreas como a Gestão e o Marketing. Uma abordagem centrada na Pessoa, a colaboração radical, a criatividade e o pensamento disruptivo são principios fundadores do movimento do Design thinking que têm sido adaptados por essas novas áreas de conhecimento devido assertividade e adaptabilidade ao contexto dos negócios e à evolução e complexidade do Mercado. Também os modelos de Inovação Aberta, a inovação centrada no utilizador e mais tarde os Living Labs, emergem como possiveis soluções para o Mercado e para a pressão e desejo dos consumidores para novos productos, serviços ou modelos de negócio. A inovação passou a ser o principal foco e orientação estratégica na Gestão. Todas estas mudanças também tiveram impacto na teoria do Marketing. Hoje é possivel criar melhores estratégias, planos de comunicação e sistemas continuos de diálogo com o público alvo, incorporando os seus insights e promovendo os consumidores como embaixadores na disseminação da inovação das empresas no Mercado Os resultados empiricos desta tese, construídos com a informação obtida nos cinco casos realizados, sugerem que as empresas precisam de se re-orientar do paradigma do Design thinking para a inovação, para um sistema de inovação mais holistico, multidimensional e integrado. O contexto da Inovação é complexo, por isso as empresas precisam de sistemas mais profundos e não apenas de “fórmulas comerciais” como o Design thinking para a inovação advoga. As Empresas precisam de aprender como mudar a sua cultura organizacional, como capacitar sua força de trabalho e colaboradores, como incorporar os públicos externos no processo de inovação, como medir o processo de inovação criando indicadores chave de performance e obter dados para um tomada de decisão mais informada, como integrar significado e propósito na sua filosofia de inovação. Por fim, precisam de perceber que uma estratégia de inovação não passa por ter “sucesso uma vez”, mas sim por criar um fluxo contínuo de interação e diálogo com os seus clientes com uma mentalidade de “cadeia de criação de valor”

Special Issue “ Fluid Flow, Energy Transfer and Design”

Fluids are important because of their preponderance in our lives. Fluid mechanics touches almost every aspect of our daily lives, and it plays a central role in many branches of science and technology. Therefore, it is a challenging and exciting field of scientific activity due to the complexity of the subject studied and the breadth of the applications. The quest for advances in fluid mechanics, as in other scientific fields, emerge from analytical, computational (CFD) and experimental studies. The improvement in our ability to describe, predict and control the phenomena played (and plays) key roles in the technological breakthroughs. The present theme issue of “Fluid and Heat Flow: Simulation and Optimization” collects a selection of papers. selection of papers presented at Special Session “Fluid Flow, Energy Transfer and Design”

Proposal and Validation of a Scale of Composite Measure Reactivity Score to Characterize the Reactivity in Horses During Handling

This study aimed to identify the parameters related to the expression of the reactivity in horses during handling and based on that proposed and validated a scale of composite measure reactivity score to characterize horse's reactivity. To this end, the first stage (S1) proposed the scale and the second (S2) validated it. In S1, 364 Lusitano horses were evaluated, 188 were adult breeding mares (4–12 years old), and 176 were foals (males/females, aged from 2 months to 2 years). During hooves trimming, vermifuge application, palpation scores were assigned to behaviors of movement, ears and eyes position, breathing, vocalization, and urination. A response parameter called reactivity was attributed to each animal, ranging from score 1 (nonreactive/calm) to score 4 (very reactive/aggressive). The verification of the possible parameters (age, behavior), which explains the response parameter (reactivity), was taken using ordinal proportional odds model. Movement, breathing, ears and eyes position, vocalization, and age appear to explain the reactivity of horses during handling (P < .01). Therefore, based on these parameters, it was possible to propose two scales of composite measure reactivity score: one to characterize the mares and another the foals. On S2, the proposed scale was validated by the simultaneous application of Forced Human Approach Test, another commonly used test to evaluate the reactivity in horses, with a correlation of 0.97 (P < .05). The assessment of the reactivity of horses during handling by a composite measure reactivity score scale is valid, and easy to apply, without disrupting daily routine and override the impact of individual differences.

Cross-shore transport in a daily varying upwelling regime: A case study of barnacle larvae on the southwestern Iberian coast.

With favored offshore and downstream advection, the question of which physical mechanism may promote onshore transport of larvae in upwelling systems is of central interest. We have conducted a semi-realistic high resolution (0.25 km) numerical study of Lagrangian transports across the inner-shelf under upwelling-favorable wind forcing conditions, focusing on the shelf area of the Southwestern Portuguese coast, in the lee of Cape Sines. We add our findings to several years of biological observations of C. montagui, a planktonic species with higher recruitment during the upwelling peak timely with the daylight flood. Simulations cover a fifteen days period during the summer of 2006. We focused on Spring and Neap tide periods and observed upfront differences between simulations and the in situ observa- tions. However, the model is capable of representing the main dynamics of the region, namely the re- petitive character of the inner-shelf currents. We find that the cross-shore flow varies significantly in the daily cycle, and locally within a scale of a few kilometers in association with local topography and the presence of the cape. We consider the region immediately in the lee of the cape to be an upwelling shadow where the larvae became retained, and found that tidally tied migration proves beneficial for successful recruitment during the spring tides period. Our work suggested that the wind is not the only mechanism responsible for the daily variability of the cross-shore exchange. However, its sharp reversal at midday is critical for the advection of larvae towards the coast.