Almirante: Evaluating the board game: Board game, startup, discounted cash flow, venture capital method, real options

This thesis evaluates a start-up company (Jogos Almirante Lda) whose single asset is a board game named Almirante. It aims to conclude whether it makes sense to create a company or just earn copyrights. The thesis analyzes the board game’s market, as part of the general toy’s market, from which some data exists: European countries as well as the USA. In this work it is analyzed the several ways to finance a start-up company and then present an overview of the valuation of the Jogos Almirante based on three different methods: Discounted Cash Flow, Venture Capital Method and Real Options.

Lag-user method: Using laggards to leverage user innovation

Laggards are the last users to adopt a product. Prior literature on user-led innovation ignores laggards’ impact on innovation. In this paper, we develop the Lag-User Method, through which laggards can generate new ideas. Through six studies with 62 teams in three countries, we apply the method to different technologies and services and present our findings to executives to get managerial insights. Findings reveal that laggards who generate new ideas (lag-users) have different perceptions of user-friendly products and different unfulfilled needs. They prefer simple products. We propose that by involving lag-users in NPD, firms can improve the effectiveness of NPD.

O Livro de Horas de D. Duarte e o ms. Lat. 10538 (BNF, Paris): as ligações com o ateliê do Mestre de Mazarine

A constituição de bibliotecas privadas a partir de D. João I irá, depois, relacionar-se com a importância da corte da Borgonha, como centro artístico de Filipe o Bom e de Isabel de Portugal. Neste contexto, assume alguma relevância o caso de dois manuscritos, que, embora atribuídos a ateliês diferentes, possuem relações intrínsecas entre si: o Livro de Horas de D. Duarte (DGARQ/Torre do Tombo, C.F.140), atribuído ao ateliê do Mestre aux rinceaux d’or, a operar na região de Bruges e datado de inícios do século XV e o Livro de Horas dito de “Joseph Bonaparte” (BNF, Paris, manuscrito lat. 10538), atribuído por Gabrielle Bartz ao ateliê do Mestre de Mazarine, situado na região de Paris e datado de ca. de 1415. A sua procedência é confirmada, designadamente, pelos calendários neles contidos. No entanto, a análise de certas imagens, entre as quais as do Ofício dos Mortos e de Pentecostes, revestiu-se de uma importância decisiva, pois permitiu-nos evidenciar este conjunto, assim definido pelas semelhanças que apresentam, constituindo o seu estudo o cerne deste artigo.

The effect of music marketing: A consumer perspective

The purpose of this thesis is to get a consumer perspective regarding event marketing in music festivals. Event marketing is a tool used by marketers that evolved out of philanthropy and commercial sponsorship. Brands are more and more using music or other entertainment moments to create a strong relationship with their clients, and the target group at these events, the millennial generation. Brands use sponsoring and therefore event marketing for several reasons as: increase brand awareness; create brand image; re-position the brand/product in the minds of consumers; increase profit over a short period; and, achieve larger market share. Nonetheless, we wonder how is this tool seen by consumers? To understand this, a preliminary research with nine interviews was conducted to obtain basic ideas about event marketing. Afterwards the main research was developed, also using interviews, to get deeper insights. With this thesis, it is possible to conclude that some brands are able to create brand awareness on attendees through brand sponsorship. Moreover, entertainment activities in festivals are well seen by consumers, they like it and are able to describe it well, even though it is more about the activity itself than the brand promoting it. Furthermore, it was possible to understand that experiential marketing in a festival might have a positive effect on consumers as it might create a link between the event and the brand. Finally, we recommend some actions, for brands to develop in future music festivals.