Comunicação da marca Wines of Portugal: um estudo de caso

As perspectivas de um mercado cada vez mais global, impostas pela intensificação da concorrência, aumento da competitividade e surgimento de economias de escala, têm desafiado os países a construírem identidades nacionais cada vez mais fortes e diferenciadoras, procurando alcançar uma vantagem competitiva que permita, não só um desempenho positivo nas relações comerciais, mas, igualmente, a valorização dos produtos nos mercados internacionais. Procura-se com o presente trabalho analisar o modo como Portugal se tem vindo a posicionar no panorama internacional, no âmbito do sector vitivinícola. Este é um sector que tem vindo a dar provas do seu forte potencial estratégico e, com recurso à construção da marca Wines of Portugal, os vinhos portugueses usufruem, actualmente, de mecanismos para a expressão da sua identidade nos mercados externos, permitindo um reforço do seu posicionamento estratégico. As noções de “marca país” e “comunicação institucional” surgem como ponto de partida para a análise do plano de comunicação proposto pela ViniPortugal para a marca Wines of Portugal, procurando compreender quais os contributos das relações públicas na construção e expressão da identidade dos vinhos portugueses num contexto internacional.

A gestão do conhecimento como estratégia de internacionalização da marca wines of Portugal

Mestrado em Gestão e Empreendedorismo

Supply chain optimization of residual forestry biomass for bioenergy production: the case study of Portugal

Within a large set of renewable energies being explored to tackle energy sourcing problems, bioenergy can represent an attractive solution if effectively managed. The supply chain design supported by mathematical programming can be used as a decision support tool to the successful bioenergy production systems establishment. This strategic decision problem is addressed in this paper where we intent to study the design of the residual forestry biomass to bioelectricity production in the Portuguese context. In order to contribute to attain better solutions a mixed integer linear programming (MILP) model is developed and applied in order to optimize the design and planning of the bioenergy supply chain. While minimizing the total supply chain cost the production energy facilities capacity and location are defined. The model also includes the optimal selection of biomass amounts and sources, the transportation modes selection, and links that must be established for biomass transportation and products delivers to markets. Results illustrate the positive contribution of the mathematical programming approach to achieve viable economic solutions. Sensitivity analysis on the most uncertain parameters was performed: biomass availability, transportation costs, fixed operating costs and investment costs. (C) 2015 Elsevier Ltd. All rights reserved.

Estimation of the Crustal Bulk Properties Beneath Mainland Portugal from P-Wave Teleseismic Receiver Functions

In this work, we present results from teleseismic P-wave receiver functions (PRFs) obtained in Portugal, Western Iberia. A dense seismic station deployment conducted between 2010 and 2012, in the scope of the WILAS project and covering the entire country, allowed the most spatially extensive probing on the bulk crustal seismic properties of Portugal up to date. The application of the H-κ stacking algorithm to the PRFs enabled us to estimate the crustal thickness (H) and the average crustal ratio of the P- and S-waves velocities V p/V s (κ) for the region. Observations of Moho conversions indicate that this interface is relatively smooth with the crustal thickness ranging between 24 and 34 km, with an average of 30 km. The highest V p/V s values are found on the Mesozoic-Cenozoic crust beneath the western and southern coastal domain of Portugal, whereas the lowest values correspond to Palaeozoic crust underlying the remaining part of the subject area. An average V p/V s is found to be 1.72, ranging 1.63-1.86 across the study area, indicating a predominantly felsic composition. Overall, we systematically observe a decrease of V p/V s with increasing crustal thickness. Taken as a whole, our results indicate a clear distinction between the geological zones of the Variscan Iberian Massif in Portugal, the overall shape of the anomalies conditioned by the shape of the Ibero-Armorican Arc, and associated Late Paleozoic suture zones, and the Meso-Cenozoic basin associated with Atlantic rifting stages. Thickened crust (30-34 km) across the studied region may be inherited from continental collision during the Paleozoic Variscan orogeny. An anomalous crustal thinning to around 28 km is observed beneath the central part of the Central Iberian Zone and the eastern part of South Portuguese Zone.

Estimation of the Crustal Bulk Properties Beneath Mainland Portugal from P-Wave Teleseismic Receiver Functions

In this work, we present results from teleseismic P-wave receiver functions (PRFs) obtained in Portugal, Western Iberia. A dense seismic station deployment conducted between 2010 and 2012, in the scope of the WILAS project and covering the entire country, allowed the most spatially extensive probing on the bulk crustal seismic properties of Portugal up to date. The application of the H-kappa stacking algorithm to the PRFs enabled us to estimate the crustal thickness (H) and the average crustal ratio of the P- and S-waves velocities V (p)/V (s) (kappa) for the region. Observations of Moho conversions indicate that this interface is relatively smooth with the crustal thickness ranging between 24 and 34 km, with an average of 30 km. The highest V (p)/V (s) values are found on the Mesozoic-Cenozoic crust beneath the western and southern coastal domain of Portugal, whereas the lowest values correspond to Palaeozoic crust underlying the remaining part of the subject area. An average V (p)/V (s) is found to be 1.72, ranging 1.63-1.86 across the study area, indicating a predominantly felsic composition. Overall, we systematically observe a decrease of V (p)/V (s) with increasing crustal thickness. Taken as a whole, our results indicate a clear distinction between the geological zones of the Variscan Iberian Massif in Portugal, the overall shape of the anomalies conditioned by the shape of the Ibero-Armorican Arc, and associated Late Paleozoic suture zones, and the Meso-Cenozoic basin associated with Atlantic rifting stages. Thickened crust (30-34 km) across the studied region may be inherited from continental collision during the Paleozoic Variscan orogeny. An anomalous crustal thinning to around 28 km is observed beneath the central part of the Central Iberian Zone and the eastern part of South Portuguese Zone.

Lightning Data Observed With Lightning Location System in Portugal

This paper presents an investigation into cloud-to-ground lightning activity over the continental territory of Portugal with data collected by the national Lightning Location System. The Lightning Location System in Portugal is first presented. Analyses about geographical, seasonal, and polarity distribution of cloud-to-ground lightning activity and cumulative probability of peak current are carried out. An overall ground flash density map is constructed from the database, which contains the information of more than five years and almost four million records. This map is compared with the thunderstorm days map, produced by the Portuguese Institute of Meteorology, and with the orographic map of Portugal. Finally, conclusions are duly drawn.

An application of structural equation modeling of test dispositional optimism as mediator or moderator in quality of life in patients with chronic disease

The aim of the present study was to test a hypothetical model to examine if dispositional optimism exerts a moderating or a mediating effect between personality traits and quality of life, in Portuguese patients with chronic diseases. A sample of 540 patients was recruited from central hospitals in various districts of Portugal. All patients completed self-reported questionnaires assessing socio-demographic and clinical variables, personality, dispositional optimism, and quality of life. Structural equation modeling (SEM) was used to analyze the moderating and mediating effects. Results suggest that dispositional optimism exerts a mediator rather than a moderator role between personality traits and quality of life, suggesting that “the expectation that good things will happen” contributes to a better general well-being and better mental functioning.

Insights into the mechanims underlyng the antiproliferative potential of a Co(II) coordination compound bearing 1,10-Phenanthroline-5,6-Dione: DNA and protein interaction studies

The very high antiproliferative activity of [Co(Cl)(H2O)(phendione)(2)][BF4] (phendione is 1,10-phenanthroline-5,6-dione) against three human tumor cell lines (half-maximal inhibitory concentration below 1 mu M) and its slight selectivity for the colorectal tumor cell line compared with healthy human fibroblasts led us to explore the mechanisms of action underlying this promising antitumor potential. As previously shown by our group, this complex induces cell cycle arrest in S phase and subsequent cell death by apoptosis and it also reduces the expression of proteins typically upregulated in tumors. In the present work, we demonstrate that [Co(Cl)(phendione)(2)(H2O)][BF4] (1) does not reduce the viability of nontumorigenic breast epithelial cells by more than 85 % at 1 mu M, (2) promotes the upregulation of proapoptotic Bax and cell-cycle-related p21, and (3) induces release of lactate dehydrogenase, which is partially reversed by ursodeoxycholic acid. DNA interaction studies were performed to uncover the genotoxicity of the complex and demonstrate that even though it displays K (b) (+/- A standard error of the mean) of (3.48 +/- A 0.03) x 10(5) M-1 and is able to produce double-strand breaks in a concentration-dependent manner, it does not exert any clastogenic effect ex vivo, ruling out DNA as a major cellular target for the complex. Steady-state and time-resolved fluorescence spectroscopy studies are indicative of a strong and specific interaction of the complex with human serum albumin, involving one binding site, at a distance of approximately 1.5 nm for the Trp214 indole side chain with log K (b) similar to 4.7, thus suggesting that this complex can be efficiently transported by albumin in the blood plasma.

Design of a sea-level tsunami detection network for the Gulf of Cadiz

The devastating impact of the Sumatra tsunami of 26 December 2004, raised the question for scientists of how to forecast a tsunami threat. In 2005, the IOC-UNESCO XXIII assembly decided to implement a global tsunami warning system to cover the regions that were not yet protected, namely the Indian Ocean, the Caribbean and the North East Atlantic, the Mediterranean and connected seas (the NEAM region). Within NEAM, the Gulf of Cadiz is the more sensitive area, with an important record of devastating historical events. The objective of this paper is to present a preliminary design for a reliable tsunami detection network for the Gulf of Cadiz, based on a network of sea-level observatories. The tsunamigenic potential of this region has been revised in order to define the active tectonic structures. Tsunami hydrodynamic modeling and GIS technology have been used to identify the appropriate locations for the minimum number of sea-level stations. Results show that 3 tsunameters are required as the minimum number of stations necessary to assure an acceptable protection to the large coastal population in the Gulf of Cadiz. In addition, 29 tide gauge stations could be necessary to fully assess the effects of a tsunami along the affected coasts of Portugal, Spain and Morocco.

Extraction of hemoglobin with calixarenes and biocatalysis in organic media of the complex with pseudoactivity of peroxidase

The present work involves the use of p-tert-butylcalix[4,6,8]arene carboxylic acid derivatives ((t)Butyl[4,6,8]CH2COOH) for selective extraction of hemoglobin. All three calixarenes extracted hemoglobin into the organic phase, exhibiting extraction parameters higher than 0.90. Evaluation of the solvent accessible positively charged amino acid side chains of hemoglobin (PDB entry 1XZ2) revealed that there are 8 arginine, 44 lysine and 30 histidine residues on the protein surface which may be involved in the interactions with the calixarene molecules. The hemoglobin-(t)Butyl[6]CH2COOH complex had pseudoperoxidase activity which catalysed the oxidation of syringaldazine in the presence of hydrogen peroxide in organic medium containing chloroform. The effect of pH, protein and substrate concentrations on biocatalysis was investigated using the hemoglobin-(t)Butyl[6]CH2COOH complex. This complex exhibited the highest specific activity of 9.92 x 10(-2) U mg protein(-1) at an initial pH of 7.5 in organic medium. Apparent kinetic parameters (V'(max), K'(m), k'(cat) and k'(cat)/K'(m)) for the pseudoperoxidase activity were determined in organic media for different pH values from a Michaelis-Menten plot. Furthermore, the stability of the protein-calixarene complex was investigated for different initial pH values and half-life (t(1/2)) values were obtained in the range of 1.96 and 2.64 days. Hemoglobin-calixarene complex present in organic medium was recovered in fresh aqueous solutions at alkaline pH, with a recovery of pseudoperoxidase activity of over 100%. These results strongly suggest that the use of calixarene derivatives is an alternative technique for protein extraction and solubilisation in organic media for biocatalysis.

O impacto do patrocínio na intenção de compra dos consumidores: estudo do caso do patrocínio da volta a Portugal pela Liberty Seguros

O patrocínio, enquanto meio de comunicação, tem assumido uma importância cada vez maior nas estratégias de marketing das organizações. O mercado empresarial atual obriga a que as marcas encontrem formas diferentes das convencionais de comunicar com os seus clientes e passar-lhes a sua mensagem. Assim, as empresas procuram, por via do patrocínio, interagir com os consumidores e criar laços afetivos que os liguem às marcas que representam. A presente investigação procura perceber de que forma uma ação de patrocínio pode ter impacto na intenção de compra dos consumidores relativamente aos produtos/serviços da marca patrocinadora. Pretende-se igualmente explorar os efeitos da congruência entre o evento patrocinado e a marca patrocinadora, da atitude relativamente ao evento patrocinado e da atitude relativamente à marca patrocinadora na intenção de compra dos consumidores. Os resultados obtidos confirmam que o patrocínio tem influência na intenção de compra dos consumidores em relação aos produtos/serviços da marca patrocinadora do evento. Confirmam também que a congruência entre o evento e a marca, a atitude relativamente à marca e a atitude relativamente ao evento são variáveis que se encontram interligadas e que exercem um efeito de influência entre si, bem como em relação à intenção de compra dos consumidores.

Impacto do estigma e do bem-estar subjectivo em pessoas com doença crónica

O estudo teve como objectivo comparar o impacto do estigma e do bem-estar subjectivo em pessoas com diferentes doenças crónicas. Foram avaliados 729 doentes, recrutados em hospitais de Portugal, que após o diagnóstico retomaram a sua vida normal. Controlando para um conjunto de variáveis sócio-demográficas e clínicas, a aplicação de Modelos de Análise de Covariância Multivariada, permitiu verificar diferenças significativas apenas para a percepção do estigma entre os grupos de doenças crónicas. Pessoas com obesidade, epilepsia e esclerose múltipla referem mais estigma e pessoas com diabetes tipo1 e miastenia gravis referem menos estigma.

A importância da espirometria na deteção precoce de alterações ventilatórias obstrutivas em adultos

Mestrado em Gestão e Avaliação de Tecnologias em Saúde

O crédito à habitação : uma evidência empírica em Portugal

Mestrado em Contabilidade e Gestão de Instituições Financeiras

Assimetria na volatilidade dos principais índices bolsistas de Portugal, Irlanda, Itália, Grécia e Espanha : um estudo comparativo

Mestrado em Controlo de Gestão e dos Negócios