Creating shared value – a nova abordagem estratégica de Responsabilidade social empresarial

Dissertação de Mestrado apresentada ao Instituto Supeior de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob a orientação da Doutora Sandrina Francisca Teixeira

Comunicação de marketing: estudo de caso: ISCAP

O tema de investigação que será abordado neste trabalho incidirá sobre a Comunicação de Marketing. Com este trabalho pretende-se demonstrar o conceito de Comunicação de Marketing, quais os seus objetivos e se realmente a sua aplicação nas Instituições de Ensino Superior Público é bem utilizada, e se está identificada. Tendo em atenção a existência de uma vasta oferta formativa no ensino superior politécnico e universitário, público e privado, pretende-se com este trabalho demonstrar a importância da definição de estratégia na área da comunicação de marketing.

O Impacto da comunicação de marketing no sucesso das organizações: caso de estudo da CBRE

Dissertação apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do Grau de Mestre em Assessoria de Administração

Marketing e imagem: o caso do Hospital de Santa Maria - Porto

O sector da saúde ocupa, actualmente, um espaço muito visível na nossa sociedade, quer seja em termos económicos como sociais. Os utentes têm alterado as suas atitudes, tendo vindo a preocupar-se e a exigir cada vez mais dos serviços de saúde. Estas mudanças têm conduzido as Organizações a desenvolver serviços mais orientados para o marketing. Desta forma, reconhece-se a importância dessa avaliação como forma de aumentar os níveis de satisfação dos utentes e da eficiência organizacional. A estratégia de Marketing, passa pela escolha dos mercados alvo, da sua posição competitiva face aos seus concorrentes, que permita atender os seus utentes. Neste contexto, o Marketing poderá desempenhar um papel preponderante na rentabilidade e competitividade das Organizações, pelo que se achou pertinente desenvolver as estratégias de Marketing numa Instituição Privada de Saúde. Assim, no âmbito do 2º. Ano de Mestrado de Gestão das Organizações, ramo Unidades de Saúde, foi realizado um estágio na área do Marketing e Imagem, que teve lugar no Hospital de Santa Maria – Porto. Assim, com este relatório pretende-se reflectir sobre as actividades desenvolvidas, desde a conceptualização à realização das mesmas, e o seu impacto na Organização e, simultaneamente, disponibilizar um instrumento de avaliação da Unidade Curricular.

Marketing social e gestão de voluntários em ONG's

Este trabalho apresenta um projecto de investigação que relaciona a área do marketing social com a gestão do voluntariado em ONG’s. Trata-se de uma primeira reflexão que contextualiza a problemática da gestão de pessoas não remuneradas nessas organizações e introduz diversas questões sobre a gestão das ONG’s e do voluntariado. Nomeadamente, qual o papel do voluntariado nas ONG’s e quais as principais motivações associadas ao voluntariado? Como é que as ONG’s podem recrutar e seduzir de forma eficaz o voluntariado? Qual a particularidade do comportamento organizacional nestas organizações, como, por exemplo, que conflitos surgem entre os corpos profissionalizados e os voluntários nessas organizações?

Causa Maior – um modelo a seguir? Marketing e responsabilidade social

O presente artigo debruça-se sobre os conceitos de responsabilidade social e marketing, dando especial enfoque ao marketing relacionado a causas, servindo o sector lucrativo e não lucrativo. Focaliza-se a análise na campanha e projecto CAUSA MAIOR uma iniciativa do Modelo e Cruz Vermelha Portuguesa, com três anos de existência, dirigido a diversas franjas da população. Este é um projecto socialmente responsável por visar combater o isolamento e a exclusão social numa categoria demográfica especialmente frágil - os seniores, materializando-se em cirurgias, equipamentos ortopédicos de apoio, entre outros. O CAUSA MAIOR teve acções de marketing fortíssimas com vista à promoção do seu produto solidário, para isso recorreu à associação a figuras públicas, parceria com uma estação televisiva, surgimento em programas televisivos, de tal forma que o projecto per si garantiu a continuidade do mesmo e inputs muito importantes para a Cruz Vermelha Portuguesa.

Identity – towards a conceptualization

The development of economical relations increases the interaction between organizations and stakeholders. It is no more acceptable to manage an organization under a transactional perspective where suppliers had a fundamental role. Nowadays organizations are being managed under a relational perspective where relations and relationship management in general have consequences in identity management (Hakansson e Snehota, 1989, 1995). A correct perception and management of identity is necessary to achieve distinctiveness in the competitive environment. This way, identity is influenced by relations with stakeholders in general and particularly with competitors. The ICIG concept states that identity is related with the values of the organization and it helps creating distinctiveness in the competitive environment (Van Riel, Balmer, 1997); Baker and Balmer (1997) state that identity is what the organization is; Suvatjis and de Chernatony (2005) refer that expressing identity is a dynamic process that evolves the use of a management model to face context changes; Kapferer (1991) states that brand identity is the project, the self conception of the brand. After reviewing and confronting literature under the plethora of identities’ concepts and perspectives (He, Balmer, 2007) one can’t find an integrative answer with all the elements that contribute to identity of organizations. The authors are strongly interested to contribute to the elimination of this limitation and to answer to strategic management needs. In a marketing context one can find: - the corporate identity approach that is focused in the distinctive attributes of an organization (Abratt, Balmer, Marwick e Fill, Stuart, Balmer and Gray, Alessandri, Suvatjis and de Chernatony) - the brand identity approach (related with the application of corporate identity studies to brands) - Kapferer, Semprini, Aaker, de Chernatony). Kapferer (1991), one of the most prolific authors in this field was the first author to integrate identity in a brand concept. In his view, identity is an emission concept. This idea is shared also by Aaker (1996). Yet, identity has to be managed in a competitive environment which is constantly changing. After reviewing and confronting literature, authors select concepts that are generally accepted by the investigators in order to design a model to analyze and manage identity: - corporate identity models: personality, image/reputation, culture, philosophy, mission, strategy, structure, communication - some of these concepts derive from identity models and others from identity management models; - brand identity models – Kapferer (1991, 2008) identity prism, witch is basis of literature in this field: culture, physical facet, personality, relationship (between brand and consumer), reflected consumer, consumers` self-concept. After discussion authors decide to include other concept in line with other authors` view: country of origin (Aaker, 1996). A discussion eliminates the twin concepts and the final selection is as follows: personality, image/reputation, culture (including philosophy and mission), strategy, structure, communication, culture, physical facet, relationship (between brand and consumer), reflected consumer, consumers` self-concept and according to authors` reflections “relationships” deriving from competitors` actions in competitive environment. Competitors’ actions and decisions have a stronger influence in the organizations` positioning than any other stakeholder as stated before. This is a work in progress towards a new model in identity analysis and management so an exploratory study will follow inquiring experts on identity in order to evaluate these concepts and correct the theoretical perspectives.

E-Learning as a shared service in shared services centers

Book Subtitle International Conference, CENTERIS 2010, Viana do Castelo, Portugal, October 20-22, 2010, Proceedings, Part II

The Interactions between clients and providers of services related to marketing activities

The purpose of this paper is to analyze the business interactions involved in the purchase of services related to marketing activities. We build on the literature about business services classifications and the interaction between clients and providers of business services. An empirical study is conducted by means of a survey questionnaire. Data were collected from a sample of 80 buying firms of services related to marketing activities who agreed to cooperate and represent medium and large Portuguese’s firms. The results show that the buying of services related to marketing activities involves both the client and the provider in the interaction process. This paper contributes to understanding the interaction process of buying services related to marketing activities in terms of the parties involved, product/service exchange, financial and information exchange. Providers of services related to marketing activities can expect stable and preferred relationships if they can offer a good price and quality of service, meet the agreed deadlines and respond quickly to client orders. On the client’s side, the relevance, the characteristics and the wide diversity of services related to marketing activities requires a good understanding and management of the interaction portfolio with providers.

Response time analysis of COTS-Based multicores considering the contention on the shared memory bus

The current industry trend is towards using Commercially available Off-The-Shelf (COTS) based multicores for developing real time embedded systems, as opposed to the usage of custom-made hardware. In typical implementation of such COTS-based multicores, multiple cores access the main memory via a shared bus. This often leads to contention on this shared channel, which results in an increase of the response time of the tasks. Analyzing this increased response time, considering the contention on the shared bus, is challenging on COTS-based systems mainly because bus arbitration protocols are often undocumented and the exact instants at which the shared bus is accessed by tasks are not explicitly controlled by the operating system scheduler; they are instead a result of cache misses. This paper makes three contributions towards analyzing tasks scheduled on COTS-based multicores. Firstly, we describe a method to model the memory access patterns of a task. Secondly, we apply this model to analyze the worst case response time for a set of tasks. Although the required parameters to obtain the request profile can be obtained by static analysis, we provide an alternative method to experimentally obtain them by using performance monitoring counters (PMCs). We also compare our work against an existing approach and show that our approach outperforms it by providing tighter upper-bound on the number of bus requests generated by a task.

A 12*(1+|R|/(4m))-speed algorithm for scheduling constrained-deadline sporadic real-time tasks on a multiprocessor comprising m processors where a task may request one of |R| sequentially-reusable shared resources

We present a 12*(1+|R|/(4m))-speed algorithm for scheduling constrained-deadline sporadic real-time tasks on a multiprocessor comprising m processors where a task may request one of |R| sequentially-reusable shared resources.

Outsourcing das actividades de marketing digital nas PME

Dissertação de Mestrado Apresentado ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob orientação de Professor Doutor Freitas Santos

Handling shared resources and precedence constraints in open systems

There is an increasing demand for highly dynamic realtime systems where several independently developed applications with different timing requirements can coexist. This paper proposes a protocol to integrate shared resources and precedence constraints among tasks in such systems assuming no precise information on critical sections and computation times is available. The concept of bandwidth inheritance is combined with a capacity sharing and stealing mechanism to efficiently exchange bandwidth among needed tasks, minimising the cost of blocking.

Shared resources and precedence constraints with capacity sharing and stealing

This paper proposes a new strategy to integrate shared resources and precedence constraints among real-time tasks, assuming no precise information on critical sections and computation times is available. The concept of bandwidth inheritance is combined with a greedy capacity sharing and stealing policy to efficiently exchange bandwidth among tasks, minimising the degree of deviation from the ideal system's behaviour caused by inter-application blocking. The proposed capacity exchange protocol (CXP) focus on exchanging extra capacities as early, and not necessarily as fairly, as possible. This loss of optimality is worth the reduced complexity as the protocol's behaviour nevertheless tends to be fair in the long run and outperforms other solutions in highly dynamic scenarios, as demonstrated by extensive simulations.